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2020 Highlights

our accomplishments

We help organizations reach their goals

At Anat Gerstein, Inc., we are outcomes and impact oriented. Following are results of our recent work on behalf of clients:

Earned Media

We connect with media that are covering issues important to our clients, engaging with journalists we have worked with for years and developing new relationships. While some see press clips as the end goal, for us they are a means to an end: our press coverage helps clients achieve their goals.

  • We helped make history by managing an international media campaign around the creation and unveiling of the first statue of real women in Central Park, an effort made possible by the force-of-nature nonprofit Monumental Women.
  • In just one month, we secured significant TV, radio, print, and online media coverage for the Center for Traditional Music and Dance‘s (CTMD) initiative celebrating immigrant artists. Subsequently, CTMD received a major grant to extend the program.
  • The Girl Scouts of Greater New York secured hundreds of press stories in local, national, and international outlets through our efforts to promote Troop 6000, a new troop for girls experiencing homelessness. The coverage helped raise $2 million in donations from thousands of new donors.
  • Each major new exhibition at the Museum of the City of New York garnered an average of 180 press stories, including pieces in The Associated Press, CNN, The New York Times, and The Wall Street Journal, as well as multiple stories in widely-read local publications. The coverage led to, for example, a 52% increase in attendance during one campaign.
  • Amid the economic crisis brought on by the pandemic, we executed a press plan for the Queens Chamber of Commerce that secured consistent local press coverage highlighting the plight of small businesses and the work the Chamber was doing to assist them. This resulted in the Chamber securing a number of grants to provide direct support to their members and businesses throughout Queens.
  • As a direct result of new press coverage, Community Access saw an increase of $500,000 in private donations.
  • WHEDco surpassed its crowdfunding fundraising goal threefold due to our press and social media strategy.


Thought Leadership

Through traditional public relations, social media, and online communications, we present clients as experts on various topics. We draft op-eds, guest columns, and letters to the editor, position clients to be trusted sources for journalists, and draft testimony and statements—getting clients in front of the policymakers, influencers, and media members who matter.

  • Our work with Community Access took the organization from a relatively unknown not-for-profit to a first-response, trusted source for journalists around the country covering mental health and policing.
  • We helped the Girl Scouts of Greater New York develop and execute a plan that raised its visibility as an advocate for all girls on issues that are broader than the organization’s programming.
  • Charged with increasing visibility and brand awareness, we secured dozens of high-impact stories for The Alliance for Positive Change, including a profile in The Wall Street Journal In less than a year, with more than 80 media “hits,” the organization became a go-to source for information about harm reduction and HIV/AIDS, and the nonprofit received multiple awards.
  • Through earned media and social media, Associated Medical Schools of New York elevated its recognition among reporters and key stakeholders, helping move its agenda forward.
  • The Osborne Association secured increased community support for a major new program following our promotional efforts that included an Editorial Observer piece in The New York Times and an op-ed from the Bronx Borough President in the New York Daily News.
  • We positioned Urban Justice Center’s Safety Net Project as a trusted source for reporters. The group received few press requests prior to our efforts, but was regularly quoted in high profile media, on the heels of our work.


We develop comprehensive advocacy plans to address public policy issues that are important to our clients. These advocacy plans identify key decision makers, on-point messages, and effective messengers. They also outline ways to mobilize stakeholders and gain public support. We effectively use media and communications to further clients’ advocacy agendas. We secure media coverage in the outlets that reach target audiences; draft and place op-eds, guest columns, and letters to the editor; create print and online communications that reach target audiences directly; and recruit, train, and deploy surrogates who deliver clients’ advocacy messages with a punch.

  • Through a national media relations and social media campaign, we helped the Conference on Material Claims Against Germany successfully pressure Facebook to ban Holocaust denial posts.
  • We worked with Community Access and the CCIT-NYC Coalition to garner national attention of their campaign to remove the NYPD from interactions involving people experiencing mental health crises. Mayor de Blasio announced New York City would pilot deploying Mental Health Teams of Emergency Medical Services in lieu of NYPD — an important first step towards reform.
  • We provided AARP NY with advocacy strategies and communications services that helped them play a leading role in securing the passage of the NYC laws to protect older individuals in the workforce, caregivers from employment discrimination, and the groundbreaking Right to Counsel bill.
  • We collaborated with Associated Medical Schools of New Yorks lobbyist to execute a communications plan that resulted in state funding for a new scholarship program; working with an editorial board, we successfully pressured the state to restore funding to the zeroed out Diversity in Medicine program, which, started and run by AMSNY, had expanded the state’s pool of diverse doctors for 25 years.
  • Our communications efforts helped Citizens Union successfully advocate for reforms to make voting easier during the pandemic. CU successfully urged the Governor to send every New Yorker an absentee ballot application so they could safely vote in the primary, and moved the Board of Elections to expand early voting hours in the fall election. Over 1.1 million NYC residents took advantage of early voting, a reform CU has long championed.
  • We produced white papers for Amida Care and AARP NY that helped them maintain their thought leader position on mission-related topics, The white papers were covered by media outlets and read by policy and government leaders.


Attendance & Participation

We develop programs and campaigns that excite people about attending and participating in our clients’ events and programs.

  • Through a combination of grassroots neighborhood outreach and traditional media, we supported Asphalt Green’s annual Big Swim Big Kick event, which has seen a 78% rise in attendance since its inauguration.
  • We executed a year-long volunteer engagement campaign for AARP NY, which increased volunteer engagement by 10%.
  • Our sustained media placements helped Flushing Town Hall steadily increase attendance by nearly 60% between 2014 and 2018.
  • The Museum of the City of New York saw a 57% weekend and 25% weekday increase in attendance, thanks to a series of press events we developed to highlight an exhibition.
  • For a limited-run show at Queens Theatre, we secured significant local and regional media coverage that led to it becoming the highest ticket-selling event since the new Managing Director started three years prior.
  • Flatiron/23rd Street Partnership sought to boost attendance at its free, weekly walking tours, and its annual Summer Series. Our efforts resulted in 3,619 people attending Flatiron’s 2017 Summer Series – more than a 200% increase over the previous year and a 34% increase in walking tour participation.
  • We developed a comprehensive, strategic media plan to announce the opening of an unprecedented exhibition, Not long ago. Not far away., at the Museum of Jewish Heritage – A Living Memorial to the Holocaust. It generated hundreds of national and international stories, leading to two extensions of the exhibition, which became the most-attended in the Museum’s 25-year history.
  • We helped National Yiddish Theatre Folksbienes production of Fiddler on the Roof in Yiddish become the hottest ticket in town through coverage in scores of high-profile outlets, beginning with The New York Times and The Associated Press. Thanks to early buzz, the show sold out before opening night and was extended from its original six-week run to six months before moving uptown to an Off-Broadway theater.


Donor Communications

We drive donors to take action by creating themes and content for appeals, fundraising campaigns, newsletters, annual reports, and various other publications.

  • As BronxWorks experienced a 500% increase in food pantry demand, we sprang to action to develop and execute a press plan that consistently delivered local and national stories that resulted in hundreds of thousands of dollars in new support for the organization, allowing them to meet community demand.
  • Project Renewal’s end-of-year giving campaigns consistently raise between $150,000 – $200,000 owing to our multi-tiered communications approach.
  • Thanks to our communications campaign that supported the work of its lobbyists, Project Renewal secured $287,000 in City Council funding for a training program that had been de-funded by the Council the previous year.
  • BronxWorks was seeking funding for a soon-to-be-de-funded program. Working with its staff, we created a comprehensive, multi-channel communications campaign that helped them secure $250,000 from the City Council.

Crisis Communications

We help organizations and individuals navigate through public relations crises by providing strategic guidance—both from a management and press perspective. Our extensive relationships with reporters and editors enable us to turn negative stories into neutral ones. When negative stories do appear, we help minimize further adverse coverage.

For example: We provided crisis public relations support to Project Renewal following community opposition and a lawsuit related to the housing of people experiencing homelessness at the Lucerne Hotel. As a result, the organization solidified support among current stakeholders and built new support, including from new donors.


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