Power Players in Public Relations and Lobbying

Prior to PLA, Ms. Lynch worked in congressional and state offices in the communications field.  She utilized that skill set to build a modern government affairs operation integrating media and campaign principles to the then traditional art of government affairs. The firm focuses on corporate, entertainment, tourism, health and gaming clients at every level of government in New York. The firm also works to enhance tourism internationally by bringing sports (Yankees), entertainment, etc. into different regions.    

What influenced you to pursue a career in this field?
I was influenced by my passion for politics and policy. 

Do you have any advice for someone interested in a career in public relations or lobbying?
Commit to an experience inside government or in media first so you can learn first hand the internal processes. That hands-on knowledge serves you well as you focus on deliverables for your clients. Be willing to work long hours to hone your craft. Keep your networking current and active. The best business is one that is built by existing client referrals.

What skills do you think are most useful to succeed in this industry?
A continuing passion for current events and how that assists in developing the strategy for your current clients projects, good listening skills and an ability to unravel complicated projects into achievable goals.  

Frank Marino has built and scaled Marino’s Real Estate and Property Innovation practice over the last 30 years, playing an integral role in shaping the narrative surrounding some of the most iconic names in the industry. Together with the firm’s award-winning team, Frank — a member of REBNY’s Board of Governors — has developed and executed results-oriented, comprehensive communications strategies for a dynamic roster of clients, and has worked on some of the city’s most consequential projects.

What influenced you to pursue a career in this field?
Since I was a kid, I’ve had an insatiable appetite for news, from local to national, international, and across print and broadcast. What ultimately led me to this career was my role as chief of staff to a New York state representative. That position was my first real exposure to media relations. I then joined the Public Development Corporation, which today is known as the EDC, where I was responsible for all communications and marketing.

Do you have any advice for someone interested in a career in public relations or lobbying?
It’s extremely important to know your target audience. If you are a public relations practitioner, you need to stay on top of the news impacting your company or clients. That means you need to be well-versed in the media outlets and reporters within your sector. Absorb as much as you can about the industry and the reporters writing about it – and understand the nuances of a reporter’s beat before you pitch them.

What skills do you think are most useful to succeed in this industry?
In golf, they say visualize your shot before you swing. To borrow that concept and apply it to public relations, you need to think like a reporter or editor and visualize the story you are trying to place. Successful public relations practitioners understand what makes for a good story, and they’re aggressive and persistent. If you know you have a good story to tell, don’t stop pitching it until you land it.

John leads Marino’s day-to-day operations and a combined staff of 60 team members. His reputation is unsurpassed among Fortune 100 c-suite executives, founders at emerging technology/innovation companies, corporate principles of leading real estate companies, and directors at prestigious nonprofits. John has overseen business growth of 20% over the last year, with Marino now considered among the mid-sized agency elite nationwide. Under his leadership, Marino’s work within the real estate innovation space has also grown exponentially.

What influenced you to pursue a career in this field?
Growing up, I was drawn to charismatic public figures and their ability to shape public opinion and policy. This, combined with my natural inclination towards communication and advocacy, influenced me to explore a career in public relations and public affairs. It did not hurt that the communications firm I run today was born out of a consulting shop that centered on the intersection of politics, business, the community, and government in New York City.

Do you have any advice for someone interested in a career in public relations or lobbying?
Understanding different perspectives and developing a strong ethical foundation built on trust is paramount. Don’t think about what you’re going to gain from the work, just remain present each and every day and you’ll get to where you want to be. Lastly, it’s important to learn all you can about your craft. Stay informed about what’s going on in the industry and with legislative changes – the landscape is ever-evolving.

What skills do you think are most useful to succeed in this industry?
The ability to think strategically and demonstrate a true passion for what you are advocating for are key recipes for success. On a more tactical level, strong communication and interpersonal skills are fundamental. I think adaptability, problem-solving, and a genuine drive to execute are also crucial.

As the founder and CEO of Honor Bound, Carla  focuses on creating progressive growth strategies and partnerships across sectors for transformative and innovative outcomes in the arts, academia, private corporations, social justice campaigns, and nonprofits. She has held senior leadership positions at Columbia University, Girl Scouts of the USA (HQ), City of New York, and Kasirer. Carla currently serves as a Fulbright commissioner and was a 2021 City & State honoree, named as one of the “leaders who made New York”.

Jim McLaughlin is a nationally recognized pollster who helped elect a U.S. president, prime ministers, a senate majority leader and speakers of the House and is currently serving as campaign pollster for former President Donald J. Trump. In New York, Mr. McLaughlin has worked for Senator Al D’Amato, Mayor Mike Bloomberg, U.S. Representatives Peter King and Michael Lawler, and County Executive Rob Astrorino. He worked with the NRCC to help elect U.S. Representatives Nicole Maliotakis and Andrew Garbarino.

What influenced you to pursue a career in this field?
Less government, more freedom, and wanting to make a difference

Do you have any advice for someone interested in a career in public relations or lobbying?
Don’t worry about money, just try and get experience first.

What skills do you think are most useful to succeed in this industry?
Character, hard work, and a thirst to continue to learn

Since 2016, John McLaughlin has worked for former President Trump. Past clients include Steve Forbes, Al D’Amato, Pete King, Lee Zeldin, Fred Thompson, and Arnold Schwarzenegger. Last year he re-elected Prime Ministers Viktor Orban and Benjamin Netanyahu. He advises Nassau Chairman Joe Cairo, County Executives Bruce Blakeman, Ed Day, and Steve Neuhaus, and the conservative party. With his brother Jim, he helped elect Congressmen D’Esposito, Lawler and Williams.

What influenced you to pursue a career in this field?
Arthur Finklestein offered me a job with his polling firm.

Do you have any advice for someone interested in a career in public relations or lobbying?
After you have your head examined, just work hard and follow the law.

What skills do you think are most useful to succeed in this industry?
Honesty, hard work, and innovation.

Jonathan Greenspun is a managing director and serves as Mercury’s key contact for New York City public affairs. His core expertise includes New York City government relations, strategic communications, crisis communication, media relations and community grassroots organizing. He has worked with some of the City’s most prestigious corporations and served clients in a variety of industries such as real estate, technology, accounting, outdoor advertising, media, engineering, transportation, education, security and nonprofit.

What influenced you to pursue a career in this field?
My political awakening occurred when I was 20 years old when a four-day riot broke out on the streets of Crown Heights, Brooklyn. I was a sophomore in college and met up with some politically active people who introduced me to the world of political campaigns and activism.

Do you have any advice for someone interested in a career in public relations or lobbying?
Never forget that the work you are involved in is making an impact. Whether it’s changing a political narrative or altering the political environment, you are an instrument for change. The work is impactful and the clients you serve cannot do this on their own.

What skills do you think are most useful to succeed in this industry?
The most important skill is to be a good listener. Too many in our industry are ready to solve your problem without understanding what the problem is.