Our Story

Zetlin Strategic Communications’ story is one of adventure, innovations and firsts.  We started with an idea—that government agencies and corporations could better leverage the power of their information—and a mission— to help clients manage the one realm over which they exercise the least control—public perception and influence

We began in 1986. Zetlin forged its legacy of strategic communications with a sole maxim: that effective issues management meant developing a message that resonated across all constituencies: from grassroots, to customers to the political and regulatory players.  With this approach, Zetlin laid the foundation for what was unheard of then, and is now called public engagement.

Since then Zetlin has provided strategic counsel that helps our clients meet their goals in the most cost-effective and timely manner.  Alongside our commitment of purpose has been innovation of process.  Among the new concepts devised by Zetlin (many of which are now standard procedures):  framing the message in a compelling story; a tracking procedure that allows for spotting trends in public opinion; televised, then webcast town meetings; providing portals that allow clients to have constructive conversations directly with their audience; using games and new-style, participatory workshops to heighten participation while reducing conflict.

As our firm turns 36 years old, we remain committed to delivering winning results for our clients.  We continue to develop new products and platforms to reach tech-savvy audiences. But we will also devise the means to reach the individual, to ensure all constituents hear our clients’ clear message – whether they are on or off the digital grid.   

This is our commitment – and our brand – to set the bar high for communicating change in an evolving world.

Our biggest key to success

Alec Zetlin

Chief Strategist – President

Alexandra Zetlin is the founder and president of Zetlin Strategic Communications. In this role, Alec is a frequent advisor to government agencies, consulting on how to craft messages and build sustainable coalitions. With 40-plus years of experience in the design and execution of public outreach and media relations strategies, she uses her passion for public affairs to guide many high profile environmental impact, planning, transportation, and land use studies. She anticipates and preempts hot button issues, recommending options and proactively solving problems at the most local level before they become the subject of public attention or contention. Alec is widely recognized for her well-honed strategic perspective and sensitivity to political, institutional, and interpersonal dynamics.

She is a frequent  expert resource in strategic communications to the American Architectural Foundation’s programs including the Sustainable Cities Design Academy and the City Managers Design Academy – forums that help  municipal and local leaders build sustainable communities; and the Foundation’s Great Schools by Design, a conclave that engages school superintendents, local government officials, and design professionals, as well as parents, teachers, students, and other stakeholders in a far-reaching conversation about what must be done to improve the places where children and young adults learn.

Prior to founding Zetlin Strategic Communications, Inc., Alec was Deputy Assistant for Legislative Liaison to New York Governor Carey, Vice President Public Affairs at the Long Island Rail Road, and Director of Media Information Services at the Metropolitan Transportation Authority. 

As the firm’s Chief Strategist, she supervises Zetlin’s products and practices, and constantly mentors her team to honor the maxim that an empowered company delivers the best results.

Alec is also an art lover and a Ranger’s fan. She loves New York as much as she loves traveling the world, practicing her Spanish in Marbella, her French in Paris or her Hebrew in Israel.

Jon Humbert

Chief Communication Strategist – Account Executive

Jon is the most recent addition to Zetlin Strategic Communications. A former journalist-turned-strategist, Jon joined Zetlin from the City of Reno in 2021. Jon was the city’s spokesperson, speechwriter, media relations contact, and content developer. He also spearheaded communications outreach for the regional Nevada Cares Homeless Campus and led efforts for engagement for cleaning operations at encampments.

Jon was an investigative reporter across the west prior to joining government. His journeys took him from the border of Mexico in El Paso, to the corruption and scandal of the Nevada deserts of Las Vegas, and the rain-soaked sidewalks of Seattle. Jon won multiple Emmy and Edward R. Murrow awards during his 13 years on camera, from waste and bad deeds by elected officials to fraud by businesses big and small.

He was in the courtroom when OJ Simpson was found guilty in Las Vegas. He was on scene during the shootout in Watertown with the Boston Marathon Bomber.

Jon lives in New York City with his partner, her chonk of a cat, and his two chiweenies, Lulu and Momo. He was born and raised in Denver and attended the University of Colorado-Boulder.

Henry Stone

COMMUNICATION STRATEGIST / ACCOUNT SPECIALIST

Henry Stone is a Communication Strategist at Zetlin. Henry’s background and specialization is in communicating with government, organizations, and local stakeholders to ensure infrastructure projects run smoothly while not disrupting everyday life. Henry works towards reducing the impact of infrastructure projects on local stakeholders by leveraging communication channels, interacting both with the community and local government regularly.

Henry greatly values the importance of communicating with everyone. From project designers and implementers to residents and business owners. He believes that hearing from everyone is critical to the betterment of society. Henry is from Greenwich, CT and lived there until he studied at and graduated from the University of Vermont in 2017. Since then he has worked in political communications all over the Eastern United States, from New York City to Washington D.C.

Our Company, Our Core Values