Burt Peretsky is an accomplished, award-winning strategy communications and marketing executive with extensive experience in representing and advising high-visibility public and private organizations. A former newspaper journalist with an additional 10 years in major-market TV, he is considered an expert in risk and crisis communication, media training, specialized writing, publicity, social media, and marketing/branding techniques.
As Principal of Peretsky Strategy Communications, he serves government and industry clients in a variety of fields, including lodging and tourism, legal services, technology, financial services, the environment, and higher education.
In Las Vegas in the early 1980s, Peretsky was Director of Marketing, Advertising, and Public Relations for the legendary Sands Hotel & Resort and, before that, Director of Corporate Public Relations for Del Webb Hotels, owners of Nevada’s three Sahara hotel/casino properties and the Mint Hotel in downtown Las Vegas.
As a senior associate of FOCUS GROUP Consulting, one of the nation’s leading crisis and risk communication consulting firms, he is active in strategy communication and community relations activities for NASA environmental cleanup programs at three of its Centers – the Jet Propulsion Laboratory in Pasadena, CA, the Santa Susana Field Laboratory near Simi Valley, CA, and the Glenn Research Center Plum Brook Station in Sandusky, OH. Peretsky was also the principal writer of a 116-page “risk communication manual” used by NASA engineers and scientists who must communicate with the public and other stakeholders on sensitive environmental subjects.
In his work as a risk communicator, Peretsky has conducted media training in recent years for clients that include NASA, the Massachusetts Department of Public Health, the Boston Public Health Commission, the Rhode Island Department of Health, Textron, Inc., General Motors, and Osram Sylvania. In September 2008, he conducted a day-long media training session for the Chief Justices of the seven trial courts of the Commonwealth of Massachusetts. Also included in his “class” were two Associate Justices of the Massachusetts Supreme Judicial Court and several administrative managers from throughout the state’s court system.
Peretsky served from 2000 to 2001 as Senior Counsel, Editorial Services & Marketing for Miller/Shandwick Technologies, creating and directing the global public relations agency’s Editorial Services Department. He also directed the agency’s own marketing efforts.
Earlier, he served four years as Director of College Communications for Emerson College, three years as Director of the News Bureau/Assistant Director of Public Affairs for Brandeis University, and ten years as Director of Public Relations for WCVB-TV, Channel 5, in Boston. For eight years, he was the President of Immedia, Inc., a full-service Boston public relations agency serving such clients as the Sheraton Boston Hotel, the Sheraton Corporation, the South Shore Music Circus summer theatre, the New England Council of Optometrists, and the large trade association, the Northeast Retail Lumbermen’s Association.
Peretsky is a former newspaper reporter and rewrite specialist, having served dailies in Boston and Miami. He served honorably for six years in the Massachusetts National Guard and was discharged with the rank of Specialist 5th Class.
He is a Past President of the Publicity Club of New England and a former, long-time Board member of the Boston chapter of the Public Relations Society of America. Peretsky has won four Gold Key Public Relations Awards from the American Hotel & Lodging Association, three Bell Ringer Awards from the Publicity Club of New England, and a 2001 national SABRE Award in marketing.
Peretsky was elected to the Board of Directors of the Massachusetts Broadcasters Hall of Fame (www.massbroadcasters.HOF) in 2012 and has served as its Executive Director since 2014. In the community, Peretsky served for 16 years on the Board of Big Brothers of Massachusetts Bay (known today as Big Brothers Big Sisters of Massachusetts Bay) and for five years on the Board of the Greater Boston Association for Retarded Citizens (today known as the Greater Boston ARC). He has also been active on behalf of the United Way of Massachusetts Bay.
Peretsky is the author of the novel Slim Chance - A Las Vegas Adventure© and has written a screenplay for a television mini-series entitled Nevada Easy©
Peretsky Strategy Communications offers consultation and services in the following areas:
Client organizations served by Burt Peretsky include:
Award-Winning Communications Expertise
Bell Ringer Awards - Publicity Club of New England
· Publicity/Media Relations -- A college converts an office building to a dormitory
· Writing for Publications -- A Jay Leno profile
· Crisis Communications -- A restaurant chain mistakenly fires autistic workers
American Hotel & Lodging Association
· Four consecutive years -- Gold Key PR Awards for work done for Sheraton Corporation and its Sheraton Boston Hotel
National SABRE Awards Program
· Marketing Program for a global PR Agency