Power Players in Public Relations and Lobbying

Peter Kauffmann is the founder and CEO of Bluejacket Strategies, with 25 years of experience in public affairs and public service. At the height of the COVID pandemic, Peter served as senior advisor to the mayor, managing day-to-day operations at City Hall. Peter has served as press secretary for Hillary Clinton; senior advisor to Kathy Hochul; and DNC spokesperson. After 9/11, Peter joined the United States Navy and spent five years as an intelligence officer.

What influenced you to pursue a career in this field?
My parents raised me to believe in public service – my mother was a teacher and my father was a Deputy U.S. Marshal. I was always drawn to political communications specifically because I feel the ability to communicate effectively is the foundation of effective government. Government exists to serve the people, but if you can’t communicate what you’re doing, you won’t be a successful leader.

Do you have any advice for someone interested in a career in public relations or lobbying?
It takes a lifetime to build a good reputation, but you can lose it in a minute. If you forget that, you’re not going to last very long in public relations. I have seen far too many talented young PR operatives blur the line to win today’s news cycle. They may get a high five from the boss today, but they burn their reputation in the process.

What skills do you think are most useful to succeed in this industry?
You need a clear head in times of crisis and an ability to speak truth to power.

Andrew Kirtzman occupies a unique space in the NYC political and media worlds. He is one of the city’s most high-profile public affairs communications strategists, a political commentator and an author widely known for his career in TV and print. At Actum, he focuses on strategy and crisis communications. The former host of “Inside City Hall” and “Kirtzman and Co.”, Andrew recently published his second bio of Rudy Giuliani and appears frequently on CNN and MSNBC.

What influenced you to pursue a career in this field?
My love of journalism and politics has guided my career since the age of 17, when I founded a weekly community newspaper. I was the publisher, editor, and delivery guy – it was a great way to start a career.

Do you have any advice for someone interested in a career in public relations or lobbying?
Work passionately for your clients. Write clearly. Tell the truth.

What skills do you think are most useful to succeed in this industry?
Good writing, good writing and good writing.

Brendan is a founder and president at North Shore Strategies which provides marketing and public relations services to various political, private, and nonprofit organizations. At North Shore, Brendan specializes in marketing strategy, brand development, data analysis, operational planning, and budget management. He solves problems, large and small, to help clients navigate complex climates and amplify their message to the public.

What influenced you to pursue a career in this field?
From a young age, I was fascinated by the power of communication and its ability to shape perceptions, change minds, and ultimately influence decision making. It provides the ability to blend my love for storytelling with the strategic challenge of managing reputations and flexing the art of persuasion. We amplify voices that might otherwise go unheard and help shape a more informed and connected society.

Do you have any advice for someone interested in a career in public relations or lobbying?
Work hard, build strong relationships (and thick skin!), become a specialist at one craft then expand from there, and never lose focus on your goals!

What skills do you think are most useful to succeed in this industry?
First would be effective communication– the ability to articulate messages clearly, concisely, and compellingly. Equally vital is the ability to understand and empathize with diverse audiences, ensuring that messages resonate on a personal level. Strong research skills enable us to stay informed about complex issues, while adaptability allows us to pivot when faced with unexpected challenges or changing public sentiments. Lastly, building and maintaining relationships is crucial, since trust is core to our profession.

Monica Klein is the founding partner of Seneca Strategies, a New York-based and women-owned political consulting firm. Klein manages communications strategy and media consulting for progressive campaigns with a focus on diverse and female candidates. Klein previously served as the communications director for Mayor Bill de Blasio’s re-election campaign in 2017 and as regional press secretary for Hillary Clinton’s campaign in Ohio in 2016. Klein is also the co-founder and communications director for The Broad Room, an activist training camp for young women in New York.

Eric Koch has experience at the highest levels in political campaigns, crisis communications, government, public affairs, brand management, and corporate communications. Eric works with dozens of national and global clients to garner significant earned media and served as a senior strategist for various organizations. This includes driving messaging and earned media on successful political campaigns, counseling clients through high-profile crises, and providing strategic guidance to unions, legislative campaigns, non-profits, media organizations, educational institutions, and ballot initiatives.

Kwatra and his firm have increasingly been focused on climate change related work and campaigns, particularly in the burgeoning offshore wind industry. As the head of Metropolitan Public Strategies, he’s renowned for tackling challenging issues, ranging from Airbnb to minimum wage campaigns. In 2022, he led a major Democratic Independent Expenditure (IE) effort for the North Atlantic States Regional Council of Carpenters, supporting Governor Hochul and 5 Democratic State Senators in upstate New York. Kwatra’s firm is also actively engaged in health care, representing clients such as United Healthcare and Maimonides Hospital.

What influenced you to pursue a career in this field?
A desire to improve the lives of immigrants and their families, given my own family’s difficult journey and assimilation.

Do you have any advice for someone interested in a career in public relations or lobbying?
Focus on things you’re authentically interested in and passionate about and that energy and commitment will come through to prospective partners, colleagues, and potential employers.

What skills do you think are most useful to succeed in this industry?
Listening and relationship building are key for any industry, but especially this space. I also think paying attention to what’s driving the news cycle is critical. If you’re not aware of what’s driving the news of the day, you’re gonna have a much harder time making plays for your client or organization.

Paul Larrabee leads Corning Place Communications and is recognized as an expert in media relations, strategic advocacy, and crisis mitigation. Prior to joining CPC in 2011, he had a distinguished career in state government, including roles as deputy press secretary and first deputy commissioner. He is an adjunct professor at Albany Law School; and served as president of the Public Relations Consultants Group, and as a delegate to the Public Relations Society of America.

What influenced you to pursue a career in this field?
Growing up, my mom urged me to read and consume the news each day, and it became part of my routine. My first job out of college was on a presidential campaign where I was a junior member of the team coordinating activities in Upstate New York. I was very fortunate to be granted various opportunities by more experienced members of the political communications team. Those opportunities and interests grew into a 30-plus-year career.

Do you have any advice for someone interested in a career in public relations or lobbying?
At the heart of PR and lobbying is the ability to convey a client’s (or principal’s) priorities. To do so effectively you must be willing to ask probing questions as well as the obvious ones as part of your preparation. It is equally important to recognize that every journey is not a straight line and in order to achieve your goal you may need to take a route that deviates from a direct path.

What skills do you think are most useful to succeed in this industry?
There are many talented individuals working in the field of PR, lobbying, and advocacy. The skills necessary continue to evolve based on various tools and technology – and it is important to recognize the skills you have, those you should develop, or when to seek additional support. Equally important are personal characteristics and I believe among the most valuable are to be genuine and authentic in each interaction.

Born and raised in Queens, Anthony Lemma is the founder and president of Lemma Strategies, a boutique government relations firm. Anthony has 20 years of experience working in government and politics, most recently leading the New York Office of U.S. Representative Grace Meng. At his firm, Anthony represents a number of corporate and nonprofit clients and has been at the forefront of developing winning strategies grounded in government affairs and community engagement.

What influenced you to pursue a career in this field?
I wanted to work with organizations who are making a meaningful difference in the everyday lives of people. I proudly work with clients who provide resources to folks in underserved communities and strive to make the community better than how they found it. As the father of two young children, I want to set an example and do my part in leaving a better world for their generation.

Do you have any advice for someone interested in a career in public relations or lobbying?
Don’t rush it. Building a network and body of work takes time. Put yourself out there. Go to meetings and events. Seek out and embrace mentorship from those who have experience inside and outside of the industry. There is value in both. Learning and improving is an unending process. And there is no substitute for building genuine relationships based on mutual respect, trust and putting in the work.

What skills do you think are most useful to succeed in this industry?
To succeed in this industry you must have the ability to truly listen to the needs of others and put yourselves in the client’s shoes. When you sign a client, you become part of their team and you have to be able to work collaboratively.

Founder and president of The Advance Group (TAG) since 1990, Scott Levenson, is a nationally and internationally recognized Democratic political consultant. Scott started his career as an organizer and has built TAG into a leading progressive political consulting firm. Scott is a commentator on New York City and national Democratic politics. He can be seen often on television, radio, and private media.

What influenced you to pursue a career in this field?
I have some delusional desire and belief that I could leave footprints in the sand and have some purpose in life. The pivotal moment was when we organized a picket line in fourth grade to protest being kept inside for our lunch hour – after that, I knew change was possible and that I would force it.

Do you have any advice for someone interested in a career in public relations or lobbying?
Build your contacts and retain your integrity.

What skills do you think are most useful to succeed in this industry?
Passion, caring, and imbalance: by imbalance, I mean, the recognition that to be great requires allowing the professional to spill over into the personal – you can’t do it without hard exaltation. In that way, it’s more of a life decision than a job.

Marley is a seasoned communications and public relations professional with a diverse background in political PR, media strategy, and strategic messaging. Over the last few years, she has been at the forefront of political communications, running PR for campaigns and managing media relations for democratic political company Sole Strategies. Her expertise has given her clients national visibility and positioned them to be leading voices in some of the most important conversations impacting America today.

What influenced you to pursue a career in this field?
I always enjoyed communicating with people and helping them be successful. That was before I knew there was a profession called public relations and that was literally the job description! So finding PR really was a perfect fit, something that would be long-term. I loved it because it’s fast-paced and requires a lot of creative thinking, but mostly because it’s rewarding to see my clients recognized for their expertise and hard work.

Do you have any advice for someone interested in a career in public relations or lobbying?
If you’re interested in public relations, find a way to get involved and start learning. Don’t get caught up on whether you have the right degree or the perfect background in media or communications. Find an opportunity to get your hands dirty, regardless of how small that opportunity may be, and just start doing it. That’s the best way to get involved in the industry, learn, and ultimately decide if it’s something you enjoy.

What skills do you think are most useful to succeed in this industry?
I think the most important skills needed in this industry are strong communication skills (both written and spoken), patience, critical thinking, and a bull-headed determination. You’re going to be told “no” a lot in PR. You have to know how to adapt in that situation and figure out what your strategy is missing or what you’re doing wrong. Maybe it’s nothing. But you have to be willing to stick with it and stay positive.