Power Players in Public Relations and Lobbying

Former reporter Liz Benjamin covered state and NYC government and politics for more than two decades, working in print, TV and online. Liz began at the Albany Times Union, where she spent a decade covering local government, City Hall, and the state capitol and launched the Capitol Confidential blog. She spent four years at the Daily News as a blogger and columnist. Before joining Marathon, Liz hosted Spectrum News’s “Capital Tonight” for eight years. 

What influenced you to pursue a career in this field?
I have always been fascinated by the process that leads to policy. When I was ready to leave journalism, this was a natural next step. Also, my boss, Phil Singer, is one of the best in the business. I’ve been lucky to have the opportunity to work for and with him.

Do you have any advice for someone interested in a career in public relations or lobbying?
There is no one way in the door. If you’re passionate about government, politics, and/or politics – preferably all of the above – and you enjoy switching gears multiple times a day and putting out unexpected fires, you’ll do well. No two days are the same, which makes for a very interesting work experience.

What skills do you think are most useful to succeed in this industry?
You need to develop a thick skin and the ability to juggle multiple flaming clubs at once. Work on maintaining relationships, and not taking it personally when your side doesn’t win.

Valerie Berlin is a principal and co-founder at BerlinRosen providing strategy and communications counsel across the firm’s practice areas, with an emphasis on public affairs, social impact, philanthropy, and campaigns and elections. From economic, racial and criminal justice to women’s health, and more, Valerie has helped manage complicated communications campaigns leading to groundbreaking victories. Valerie partners with clients to design, build and scale major initiatives—taking nascent ideas and goals to full national implementation and execution.

Matt Tepper manages BerlinRosen’s New York City public affairs practice and leads client teams in crafting and executing high-profile communications strategies. Matt builds powerful coalitions, creative media plans, and sophisticated grassroots strategies that deliver results for prominent business, cultural and not-for-profit organizations. His campaigns have won record funding for New York City libraries, gained approval for thousands of new affordable apartments and set the stage for major economic development projects.

Do you have any advice for someone interested in a career in public relations or lobbying?
Work on a political campaign, especially for the New York City mayor or a presidential primary if you can. No matter the race, gain exposure to the challenges every campaign has: from crafting talking points for media interviews to developing rapid responses during debates, to adapting your language for different audiences such as voters, donors, and volunteers. You have the opportunity to learn a lot while also building a network of lifelong friends.

What skills do you think are most useful to succeed in this industry?
Always stay curious. No matter your level of interest or passion for a client or project, your curiosity will fuel the creativity you need to break through on an issue and influence a very distracted public.

As founder and president of The Berman Group, Sarah works to develop creative communications programs that increase business and reach new audiences. Sarah works with the firm’s clients—from Fortune 500 companies to real estate owners, associations, agencies and nonprofits—to develop winning publicity strategies. Sarah has built one of the most respected PR firms in the world and her firm was ranked #5 on the Observer list of national agencies.

What influenced you to pursue a career in this field?
I was influenced to pursue a career in public relations after several internships in this field. I was studying urban planning and I was fascinated by the work of the real estate industry in New York and nationally.

Do you have any advice for someone interested in a career in public relations or lobbying?
Internships and working in the field is really key for anyone interested in public relations or lobbying. Finding mentors who can support your learning and education in the field is so important for any young professional.

What skills do you think are most useful to succeed in this industry?
Great writing, hard work and reading are all great tools to succeed in PR. Reading the news and being able to fit your clients into the narrative is one way that our team remains on the cutting edge of our field. Our team members network as much as possible and work hard to stay on top of industry trends that affect our clients.

Joe Rospars is founder and CEO of Blue State, where he leads an award-winning team sought after by organizations around the world for creativity that inspires people, strategies to mobilize support, and expertise building and leading movements. Joe was chief strategist for Elizabeth Warren’s 2020 presidential campaign and was the top digital strategist overseeing Barack Obama’s groundbreaking campaigns in 2008 and 2012.

What influenced you to pursue a career in this field?
Indignation and disbelief at the behavior of people with power and influence over the lives of others

Do you have any advice for someone interested in a career in public relations or lobbying?
Only righteous fights

What skills do you think are most useful to succeed in this industry?
If your work involves fighting and winning for good causes that you genuinely care about, you’re succeeding not only in this industry but in this life.

Tessa Simonds is the managing director of Blue State’s political practice. She leads an award-winning team of creatives, strategists, writers, and organizers. Prior to Blue State, she was a senior advisor for digital organizing on the Biden-Harris general election campaign and led the grassroots mobilization program on Warren for President and the DNC.

What influenced you to pursue a career in this field?
Being raised by a single mother and wanting to make a difference.

Do you have any advice for someone interested in a career in public relations or lobbying?
Do what has to be done, again and again.

What skills do you think are most useful to succeed in this industry?
Always focus on what brings in money or votes. Develop interests and passions outside of work to keep one foot on the ground. Work for the candidates and causes you care about as often as you can.

John Brabender is the chief creative officer and managing partner of BrabenderCox, one of the nation’s premier political and public affairs, and content creation media agencies. Brabender has provided his unique brand of creative advertising to over 100 candidates, Fortune 500 companies, professional sports franchises, and nonprofit organizations. Brabender’s clients include four Republican presidential contenders and more than a dozen New York statewide and congressional campaigns, including gubernatorial candidate Lee Zeldin and U.S. Representative Nicole Malliotakis.

What influenced you to pursue a career in this field?
There is perhaps no more impactful way to affect change in the community than through advertising and public affairs. When strong creative elements such as visual design and storytelling are combined with well-crafted messaging, it can effectively capture attention, control a narrative, drive awareness, shape public opinion, evoke emotion, and ultimately create positive change.

Do you have any advice for a person interested in a career in public relations or lobbying?
If I am ever asked for career advice from someone wanting to enter the field of public affairs, I always tell them to keep an open mind when you are beginning the creative process and to pay attention to everything around you because inspiration can be found everywhere.  

What skills do you think are most useful to succeed in the industry? 
First and foremost, you need to always listen – to your clients, to others in the field, and to people who are the consumers of your message – and observe the world around you, because that will help inspire the mixture of focus and creativity that leads to great work. Second, and it should go without saying, you need to work hard. This is a tough field, and the hardest working rise to the top.