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 pubic 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 30 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 off the digital grid.   

This is our commitment – and our brand – to set the bar high for strategic communications to provide our clients peace of mind.

Our biggest key to success


At Zetlin Strategic Communications we believe in team work and we have built a great team to meet our clients' goals. 



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.

Patrick B. Jordan

Chief Communication Strategist – Account Executive

Patrick joined the Zetlin team in 2004 as a Community Relations Specialist and moved up the ranks to his current position.  He is a leader in developing and implementing dynamic public involvement and community outreach programs, consistently seeking the most efficient and productive ways to connect his clients and their stakeholders.  Patrick rejects the notion that ideas should be avoided just because they have never been tried before.  Whether it is reimagining the public workshop or moving meetings from weeknights to weekends, Patrick sets the bar for delivery of high-quality exceptionally executed outreach programs, giving his clients the highest level of service.

Zetlin’s resident Staten Islander originally hails from Boston where he gained journalistic and political campaign experience.  He serves on the Staten Arts Board of Directors, where he is a past president of the board.   Away from the office, Patrick loves to cook and sample craft beers.  He relocated to NYC to attend Fordham University.  Most Saturdays during the fall he can be found tailgating before Fordham football games – Go Rams!

Jean A. Celender

Senior Strategist

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Prior to joining Zetlin to plas a key role on our portfolio of Long Island projects, Jean Celender founded JAC Planning Corp., which was involved in scoping of environmental impact studies, regulatory review analyses, zoning and land use planning studies, public participation programs, site feasibility analyses and permit applications.  She has over twenty five years' experience in planning, zoning, regulatory compliance procedures, environmental science and municipal management.

Jean has also served as Trustee (1984-2000), and since March 2000 is currently the Mayor of the Village of Great Neck Plaza, the first woman mayor in its over more than 70 year history.  Prior to her election to office, she headed the Planning Council where she directed consultants' efforts and advised the Board on a major rezoning of the Village. In her capacity as Trustee and given her environmental background, Jean advises the Board on implementing State Environmental Quality Review (SEQR) and in streamlining site plan and conditional use/special use permit processing.  This includes developing local SEQR procedures, processing applications before the Board and preparing resolutions for the Board's consideration. 

Her other public service activities include being a member of the Board of Directors of the Great Neck Plaza Management Council (the Village's Business Improvement District), the CLASP Children's Center in Great Neck, the Great Neck Arts Center, the Great Neck Opera Company, a Commission Member on the Nassau County Legislature's Commission on Child Care (1997-Present) and a public member of the Nassau County Rent Guidelines Board (1994-1997).


Dan Mosher

Communication Strategist


In the Winter of 2016, Daniel joined the Zetlin team as a Communication Strategist and Account Specialist implementing Zetlin's community outreach strategy on the rehabilitation of the Roosevelt Avenue Bridge. Daniel is always working towards finding innovative ways to craft the perfect message for his clients, and subscribes to the old-school belief that relationship building is the most important aspect of successful communication. Over the years, whether on campaigns at every level of New York state politics, or for the world's most prestigious lifestyle and travel brands, Daniel has crafted winning messages and levied those strong relationships to ensure that his client's goals are surpassed.

From his roots in Albany, as the son of a Union President, political engagement was engrained in Daniel at a young age. He is a member of the Queens County Young Democrats where he serves as the Chair of its Media Professionals Caucus, working to strengthen and protect the rights of journalists while pushing for a more transparent government. Daniel spends his spare time writing freelance articles about politics, sports and travel. He is always searching for new restaurants to try and new music to listen to on an weekend adventure out of the city.


Our Company, Our Core Values


  • Innovators and thought leaders in our field

  • Trusted by the public; relied upon by the client

  • We develop team members, encouraging retention

  • Good ideas don’t have job titles

  • Encourage teamwork & mutual respect

  • Perform our work with integrity