MEDIA

PR Week: KCSA's Lewis Goldberg on the need for coffee and oversharing on the morning commute

The daily habits and routines - plus one memory of working in politics that involves a cheetah - of KCSA managing partner Lewis Goldberg.

Morning ritual
I usually wake up around 5 am, head off to the gym three to four days a week, come back, shower, shave, drink coffee (must be Nespresso), and consume the New York Times and Wall Street Journal while on the train. I am a podcast fanatic and listen to The Nerdist, iFanboy, and Freakonomics while commuting. I'm also a bit of a social media over-sharer.

Something most people don't realize about managing an agency
Empathy is key. First, empathy for my team members. It wasn't all that long ago when I was answering to someone like me. Understanding how hard each member's job is is vital in motivating, teaching, and empowering. Next, empathy for our clients. Finally, empathy for the media.

What does TV get right about crisis comms?
Actually, very little. The entertainment business' take on communications is hyper-stylized. What we do on a daily basis is hardly as glamorous as it is made out to be on TV or in film. While we often deal with very high-stakes issues, the "sausage making" is nothing like how it is portrayed on screen.

First app you check in the morning
Instagram. I love to see the photos of all my friends, the journalists I follow, athletes, musicians, and foodies. It makes me smile in the morning.

Favorite recollection of working on Capitol Hill
My favorite moment working in politics actually happened in Botswana, Africa. I was doing an advance trip for President Bill Clinton. During my two weeks in the capitol of Botswana, Gaborone, I was lucky enough to go to the local game park, which has a cheetah enclosure. I got to pet a cheetah. It actually licked my hand - possibly the single most memorable moment in my political career.



If I ruled the world
It's funny, growing up I wanted to be the first Jewish president of the United States. Today I have no desire to "rule the world." If I did rule the world for a day, I'd sit down with people like Neil deGrasse Tyson, Bill Nye, and Freakonomics author Stephen Dubner, and ask them what I should be focused on. Or, I'd use the national budget to sign all five of the Mets starters to long-term contracts, paid for by the U.S. taxpayers.

Favorite city to do business in
Stowe, Vermont. It's the prettiest place in the country, and I often work remotely from there. I ski in the morning and work in the afternoon. It's where my heart is.

You can also read the article here:
http://www.prweek.com/article/1386091/kcsas-lewis-goldberg-need-coffee-oversharing-morning-commute