The Four Questions
These four questions drive the conversations that happens before any strategy is articulated or tactics developed. Alignment upstream—on what the attention accomplishes—is what separates communications that moves the needle from communications that doesn't.
01
Who are we trying to influence?
02
What do we want them to do?
03
How do we reach them?
04
What does success look like and by when?
What I do...for you
Six practice areas. Thirty years of experience.
Strategic communications
Decide what to say. Then say it where it counts.
Media relations
Real relationshipswith real reporters put to work for you.
Executive positioning
From expert to quoted expert.
AI-search visibility
Know what the machines say. Then shape what they find.
Thought leadership & content
Ideas worth someones attention.
Reputation/Crisis management
Move early. Own the narrative.
Your audience now includes the machines.
When a prospect, reporter, investor, or acquirer wants to know about you or your company, they now start with ChatGPT, Claude, Grok, Gemini, or Perplexity.
It's the AI that writes what comes back.
That paragraph already exists.
AI models have a point of view about you. They cite specific sources, some of them earned coverage, some of them a directory listing, a Reddit thread, or a competitor's comparison page. Most companies have never read it once.
Most companies have never stopped to ask what that answer actually says.
This is a communications problem, not a technical one. What an answer engine says about you is shaped by the information and credible sources it can access—the same territory PR has always worked to influence.
The difference is that now, we can measure the result.
My job is to help shape the information environment so that when AI answers questions about you, it has better, more authoritative information to work with.
GPR Lens: AI Audit
Understand and influence what the machines see.
Find out exactly how AI answer engines describe your company, where you rank against the peer set you care about, which sources they're citing, and which of those sources you can actually influence.
Visibility Metrics
How often you show and where.
Narrative
How AI describes you and what language it's using.
Competitive Position
How you show up against the competitors that matter.
Sources
What AI is relying on when it talks about you.
What You Can Change
Where communications can actually move the answer.
Methodology
Exactly what we tested, how often, and how we measured it.
Relationships, not engagements.
The best work requires real understanding of your business—how it works, what matters, where the vulnerability is. That understanding compounds. When I know your world, the communications work faster and hits harder because I'm not starting from zero each quarter.
Built over time
Incentives aligned
No process for process's sake
Good communications work isn't transactional, and it rarely happen in ninety days. It happens because someone spent enough time inside your business to know what matters, built trust in both directions, and aligned their incentives with the outcome you're actually chasing.
We agree up front on what has to move. That's what gets measured—not activity volume, not impressions.
Structure where it earns its keep. No red tape, no ceremony, no deck that exists to justify the retainer.
What clients say
Independent validation of our strategic communications approach and reputation management expertise.
“Lewis brings a unique mix of strategy, understanding of the broad scientific, regulatory and communications issues. His counsel was also focused on achieving a specific objective, not just securing coverage.”
Amy Emerson, Former CEO, Lykos Therapeutics
“Lewis' focus on leveraging communications to add value to financial services companies like JLS is unparalleled. He's a partner in our success, and a trusted counselor.”
Simeon Schnapper, Managing Partner, JLS Fund
“In the 15 years I've worked with Lewis, he's shown a unique understanding of the intersection of complex technologies, the audiences we have tried to impact, and the communications tools needed to be leveraged.”
Hector Hoyos, Chairman and CEO, Mjolnir Photonics Corporation
Who you're actually working with
I'm Lewis Goldberg. I run Goldberg PR from New Jersey and Colorado. Thirty years in communications: agency leadership, political communications, and the practice itself —the writing, the pitching, the judgment calls in the hard moments.
What a résumé doesn't show is the actual pattern. I keep showing up in industries a few years before my peers decide they're real.
Goldberg PR is built senior-first. The person who takes your call is the person who does the work, makes the judgment calls, and answers for the result. That's a deliberate structure, not a limitation of scale.
2013—Cannabis
Built a strategic communications practice for cannabis when legal markets existed in only two states and most agencies wouldn't take the meeting.
I think about what is, what's next, and where the two intersect to the benefit of my clients and the industries they work in.
Being early isn't a personality trait here. It's the service. It means your story gets built while the category is still being defined, rather than after someone else has defined it for you.
2017—Psychedelics
Moved into psychedelics years before the funding, FDA designations, and mainstream coverage arrived.
2023—AI
Built an AI lab inside a PR firm while the industry was still deciding whether it needed a point of view.
Thirty Years
Firsts
Transactions
Placements
Placed the first cannabis CEO ever to appear on CNBC. Did it again in psychedelics, placing the category's first CEOs on CNBC.
Dozens of companies taken public through IPOs, reverse takeovers, and de-SPACs. Communications at the moments when the stakes are highest.
Two feature segments on 60 Minutes. Two A-heds in The Wall Street Journal. Three decades of sustained top-tier business, trade, and wire coverage.
Category Building
Executive Postioning
Thoughtful Leadership
Three times I've built a communications practice in an industry before the industry had one.
Founders and CEOs positioned to become recognized voices in their industries—not simply quoted, but known.
Dozens of ghostwritten bylines under founder and executive names, turning expertise into ideas people actually read and remember.
The firsts aren't luck.
They're what happens when you're working in a category before the rest of the industry has decided it's real.