No one understands the needs of journalists better than journalists, and our team has an extraordinary level of newsroom experience, connections and insight – thus the name.
Collectively, we've worked for decades as reporters and editors at The New York Times, People, Reuters, NBC, The Daily Journal and too many other top-tier media outlets to name, along with many regional and local media outlets across the country.
These days, newsrooms have fewer journalists chasing bigger stories. If your PR team doesn’t know how to think like an editor and jump in front of the biggest breaking stories to position you as a thought leader or get high-level press for your lawsuit, you’re wasting money and opportunities.
MEET THE TEAM
HOWARD BREUER – FOUNDER
LOS ANGELES – As an aggressive, award-winning journalist for local and national media outlets including The New York Times and People, Howard spent 15 years of his journalism career covering the biggest trials on the West Coast – including Scott Peterson, Robert Blake, Jodi Arias and Michael Jackson.
That experience has given him a particularly keen, behind-the-scenes understanding of how both courtrooms and newsrooms work. As head of Newsroom PR, Howard taps his skills, industry insights and connections to strategize the best possible ways to get press for legal experts.
Along with his team of PR experts, lawyers and former legal journalists, Howard has created an extremely robust and unparalleled system for attaining legal and litigation PR in the United States, which helped land him on the list of Global 100 Leaders in Legal Strategy & Consulting every year since 2022.
Howard runs the company much like a news organization, for he believes that the best way to get clients in the news is to closely follow the stories people care most about and think like a news editor about where the story is going and about answering those questions raised by existing news coverage – so that when the firm approaches the media, it never asks for favors, it only provides them.
BRIAN SKOLOFF – CEO
PHOENIX – Brian worked for more than two decades as an award-winning videographer, editor, and writer with The Associated Press. He is also the author of the first comprehensive book on the Jodi Arias murder case, Killer Girlfriend: The Jodi Arias Story, and ghostwriter for the book, Evil Thoughts: Wicked Deeds, published by Post Hill Press distributed by Simon and Schuster.
At the AP, Brian directed video coverage in the Western United States, overseeing a staff of video journalists, producers, and freelancers while cultivating AP’s relationships with network producers and managing coverage of major breaking news across the country.
Brian has worked in text, photos, and video and has a deep understanding of the intersection of all formats and the growing digital media landscape. As a reporter, he covered many of the biggest stories including 9/11, Hurricane Katrina, the sexual misconduct investigation and eventual resignation of former Congressman Mark Foley, the BP Gulf of Mexico oil spill and ensuing legal fight for compensation, the U.S. Department of Veterans Affairs scandal that led to the resignation of then-Secretary Eric Shinseki, wildfires, and mass shootings, and many other major news events.
Today, Brian oversees Newsroom PR's broadcast team and secures top TV placements for clients.
JENNIFER LONDON – VICE PRESIDENT
PUERTO VALLARTA, MEX. – For more than two decades, Jennifer, an award-winning investigative and on-air broadcast news journalist, gave viewers of NBC, MSNBC, CBS, CNN and other national TV news outlets a front row seat to the world around them, and covered some of the biggest legal cases of our time, including Scott Peterson, Kobe Bryant and Michael Jackson. Now, she puts Newsroom PR’s clients in front of those viewers.
Jennifer spent her TV career reporting and producing stories on the President, the Pope, major trials, Hurricane Katrina, politics and most importantly, people – from newsmakers to those living between the headlines. Newsrooms have been her home away from home, and this gives Jennifer privileged insight into what it takes to promote clients and get them noticed.
Jennifer’s stories have been recognized with multiple Emmy Awards, an Alfred I. duPont Columbia Award, a Golden Mike Award, a Los Angeles Press Club Award and a Casey Medal for Meritorious Journalism. Jennifer is also a professional photographer and an unapologetic advocate for shelter dogs and cats. She is based in Puerto Vallarta and is also part of Newsroom’s Spanish-language team.
ROBERT FRANK – DIRECTOR OF NORTHWEST OPERATIONS
SEATTLE – Robert strategically leverages his deep journalistic experience to gain prime media placements for clients of Newsroom PR.
Robert started his career as a news reporter at Orange County Register in 1986, later moving on to various dailies including the Herald in Everett, WA, where he ran the newsroom for over 13 years.
There he led a team of reporters through Pulitzer-nominated coverage of the Oso Mudslide disaster and a high school shooting – both in the same year. He was recognized by the Washington Coalition for Open Government for an investigative series that ended the career of one of the state’s leading politicians, and his reporting team garnered numerous national and regional awards.
TERRY KAUFMAN – LEGAL & TECH PR SPECIALIST
WASHINGTON D.C. – Having attained her JD and masters in journalism at UC Berkeley, Terry brings a unique perspective to the PR landscape.
As a licensed attorney and trained journalist, she is adept at seeing and crafting unique angles for clients working in any aspect of law. Her expertise led to a position as a senior law editor at Commerce Clearing House before diving into the technology sphere.
After working as a law editor, she moved to Sacramento to serve as corporate counsel for a technology company for 10 years. There she was involved in every aspect of operations from contracts, regulatory compliance and media relations strategy. She later went on to serve as a senior attorney for Intel Corporation, supporting business units around the globe.
Terry writes for numerous publications such as the California State Bar Association, The Daily Journal, Law360, ALM | Law.com and The Recorder and is Newsroom PR’s lead column writer. Her clients include multiple arbitration firms.
L.J. WILLIAMSON – PR SPECIALIST and CTO
LOS ANGELES – L.J.'s diverse background as a reporter includes criminal law – a beat she covered for three years as a staff writer at legal newspaper The Daily Journal – and arts and entertainment journalism, as a regular contributor to the Los Angeles Times' Sunday Calendar and L.A. Weekly.
She has won the California Attorneys for Criminal Justice’s Journalistic Integrity Award, a first place investigative journalism award from the Los Angeles Press Club in 2018, and two more Press Club awards for her arts and entertainment writing. L.J.’s broad media experience also includes contributions to NPR affiliate KPCC, Los Angeles Magazine, The Christian Science Monitor and Salon.
At Newsroom PR, L.J.'s focus is on helping Newsroom PR clients hone their brand so they can become a media go-to in their area of specialty.
In addition to her work with clients, LJ serves as Newsroom PR's "IT Department," using her tech savvy to climb under the hood and design the company's spreadsheets, maintain its website, implement security, storage and automation systems, and generally keep the gears turning.
ALEX DOBUZINSKIS - LEGAL & ENTERTAINMENT PR STRATEGIST
LOS ANGELES – During a nearly two-decade career, award-winning journalist Alex Dobuzinskis excelled in coverage of celebrity justice and entertainment law. He chronicled legal cases that involved everyone from real estate scion Robert Durst to rock group Led Zeppelin. Alex also developed expertise in a broad rage of topics, including environmental law, marijuana legalization, medical malpractice, housing rights, natural disasters, campaign finance and the sports industry.
A master storyteller, Alex covered entertainment and general news as a national correspondent at Reuters and a reporter at the Los Angeles Daily News, and profiled such Hollywood heavyweights as Denzel Washington, Benicio del Toro, Marion Cotillard, Carlos Santana and Robin Williams. He also is the proud owner of a sketch that Jeff Bridges gave him after he recovered the actor’s guitar while covering a mudslide in the Santa Barbara area.
As a former wire service journalist operating on tight deadlines, Alex knows how to seize on the moment to help clients enter the national conversation by capitalizing on the news cycle.
STEVE CRIGHTON – PR SPECIALIST
NEW HAVEN – Having covered some of Hollywood’s hottest trials as an entertainment law writer for The Daily Journal in Los Angeles, Steve now lines up placements and writes content for Newsroom PR's business and legal clients.
A University of Connecticut graduate and a Nutmegger by birth, Steve's deep industry knowledge has given him brilliant insight into the inner workings of newsrooms as well as law firms; he knows what they need, how they need it, and when they want it.
Bertha Merikanskas– PR SPECIALIST
HERMOSA BEACH – Born in Mexico City, Bertha has led public relations and communications campaigns for over two decades. Having also lived and worked in New York, Miami, Los Angeles, and Tel Aviv, she specializes in multicultural communications. Bertha has a proven track record of developing unconventional solutions and creating effective strategies and action plans to proactively address business issues and communication challenges.
With experience at leading global PR agencies and in-house for Fortune 500 companies, she is recognized for her creative and analytical expertise in the development and execution of strategic campaigns, as well as her collaborative approach to working with cross-functional teams.
Diana Spencer – Operations Manager
LOS ANGELES – Diana, a PR Specialist and Operations Manager, brings a wide range of skills to Newsroom PR in her dynamic role.
Diana earned a Bachelor’s Degree in Public Relations from California State University, Long Beach where her career began with active involvement in various PR committees and publications on campus, and in competitive internship roles. This is where she cultivated an understanding of industry dynamics and built her skillset. She pioneered a role managing multiple social media teams across her campus, where she developed her strength in project management and operations.
Diana contributes to all Newsroom PR operations from client nominations, broadcast, social media to internal and external communications.
Madison Anderson – Social Media Lead
LOS ANGELES – Madison Anderson is the Social Media Lead at Newsroom PR, bringing a wealth of experience in digital strategy and content creation.
Previously, she spent three years as the Social Media Manager and Creative Content Expert at West Coast Trial Lawyers, where she spearheaded innovative campaigns across social media, commercials, radio, and podcasts. Her strategic approach not only elevated the firm’s online presence but also drove substantial lead generation and growth. Passionate about impactful storytelling and audience engagement, Madison is excited to continue shaping dynamic digital narratives at Newsroom PR.
Sara Breuer – Social Justice Coordinator
PARIS – Sara has worked at nonprofit organizations for over 10 years, including experiences in the emergency response and international development fields. Her main focus is on human trafficking – she has worked professionally in the sector for 5 years. As the Collaboration Manager for the United Against Human Trafficking Coalition, she coordinated 60+ organizations and individuals, including Survivor-led organizations, in strategic efforts to combat trafficking in the Houston area. She is especially passionate about addressing labor trafficking and collaboration with people with lived experience of exploitation. She has a degree in International Relations and French with a minor in Peace and Conflict Studies, and is currently pursuing a master’s degree in International Management.
With Newsroom PR, she specializes in working with clients with a social justice focus. Sara also helps nonprofits and philanthropic funders reach bigger audiences through strategic PR.
Carolina Tello – PR Assistant
LOS ANGELES – Carolina Tello is a multitalented journalist and marketer who graduated from California State University, Northridge. While studying she worked for KCSN (88.5 FM) radio and participated in Valley View News as a writer, produce, anchor, reporter, and editor.
Carolina was Social Media Editor for The Daily Sundial and specialized in developing and executing digital marketing strategies. She creatively collaborated with other students to form content that boosted online engagement while promoting meaningful content.
Maria Jose Solis Ontiveros – PR Assistant
BOSTON – Maria Jose Solis Ontiveros is a rising senior studying public relations at Boston University’s College of Communication. Passionate about intercultural communication and education abroad, she has interned in public relations roles and studied in Prague and Sydney.
At BU, Maria Jose is the outreach coordinator of UnleashedPR, a student led PR agency. At Newsroom PR, she supports media relations and client communications.
Emily Hidalgo – PR Assistant
LOS ANGELES – Emily Hidalgo is a recent graduate of the University of California, Los Angeles, where she earned a Bachelor's degree in Communications. Throughout her time on campus, she was part of Her Campus, a community of college women dedicated to building relationships and connections on various topics relevant to Gen Z. She was also on the marketing committee of IGNITE, which focuses on empowering young women and expanding their knowledge of current political systems. Throughout her time at Newsroom PR, she has been focusing her efforts on internal and external communication.
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