This article appeared in the June 27, 2003 Jewish Advocate.

PR with a purpose

by Susie Davidson

Advocate Correspondent

Sherry Alpert takes the art of living one's dreams, goals and passions as far as she can. Her public relations business is only one recipient of the enthusiasm with which she advances her talents and her beliefs, with various local organizations, groups and causes benefitting from Alpert's long involvement in the private and public sector.

A Fall River native, Alpert has made a career out of her life experiences. Nothing ventured is inconsequential to the dynamic Canton resident who turns ordinary interaction into creative opportunity.

Following a magna cum laude bachelor's degree from Connecticut College, Alpert earned a Certificate in Graphic Design at the Mass. College of Art, and took classes in advanced creative writing at Emerson College. She served as the Director of Public Relations at Morgan Memorial Goodwill Industries and Director of Public Affairs at Jewish Memorial Hospital and Rehabilitation Center in Boston. She also served as Press Secretary to the Massachusetts Office of Social Services (now DSS) and worked as a reporter for the Middlesex News, now the MetroWest Daily News.

But Alpert's independent professional path, launched in 1997, has provided the means to enhance publicity and success for her clients. The Committee for Accuracy in Middle East Reporting in America (CAMERA), Volunteers for Israel (VFI), the South Area Israel Action Team, the Israel Emergency Solidarity Fund and Canton's Temple Beth Abraham are among organizations who have gained remarkable exposure from affiliating with Alpert.

"It's gratifying to have a client whose work I'm personally passionate about," she said, while conceding her overarching ardor for Israeli causes, which has stemmed from her 15-year membership in CAMERA (last year, she dedicated her 50th birthday as a fundraiser for the group). "As an ardent Zionist, I've long believed that Israel had the worst PR in the world, and that CAMERA was offering me an opportunity to do something about this frightening situation," she said, while noting the importance of maintaining professional diplomacy. "My challenge has been not to burn bridges with the media to whom I'm pitching clients like VFI," she said.

"I have a burning desire to make a difference as a publicist in getting positive, accurate, national media coverage for Israeli groups and, by extension, Israel," she continued. "If the media took the time to check facts, history, allegations and the credibility of sources, this would not be so difficult."

Alpert, who was Bat Mitzvahed at Temple Beth El in Fall River, visited Israel in 1970 as a high school graduation present. "Being in Israel just three years after the Six-Day War was an incredible eye-opener," she said. "I remember standing beside a bunker on the Golan Heights, looking down at a kibbutz in the valley and seeing how vulnerable the Israelis would be if the Golan Heights were returned to Syria." Alpert returned in 1982, and hopes to take a VFI tour of duty to Israel in the near future.

A member of Temple Beth Abraham in Canton since 1985, Alpert serves on its Board of Directors, Budget and Finance Committee and Board of Education, editing the bulletin as well, following years as its publicist.

Other Jewish clients include Josh Golder, President of Cutting Edge Fitness, Newton, Massachusetts' only licensed SuperSlow instructor; Ari Ackerman, Founder and CEO of Bunk1.com in Manhattan, which enables parents to see photos of their kids at camp from their computers; Ed Mufson, President of the consulting firm The Taconic Group in Manhattan; David Gumpert of Needham, author of "Burn Your Business Plan"; Newton sex therapist Dr. David Weiss, who created Crescendo for sexual dysfunction; and Donna Sosnowski of Everything-Iris.com. Alpert also represents the Elizabeth Grady Companies, Medford, the Route 128 Add-a-lane Business Coalition, TLContact.com, Chicago, and Whole Person Health, Canton.

Alpert, who has retained a literary agent for her novel "Six Passages through Temporary Insanity," is currently writing a play tentatively titled "Middle-Aged DJF," based on her post-divorce dating experiences over the past few years.

"I've found it challenging to discover the humor in it," she said. "I'm engaging my creative juices to write scenes that balance humor, drama and compassion." A theater buff, she incorporates this passion as well into her writing. But her work is her modus operandi.

"I don't target a particular industry - just what interests me or has a unique angle that I can use to hook the media," she explained, noting a desire to increase her client base in order to utilize her writing, ghost-writing, editing and graphic design skills for articles and marketing materials. "I'd also like to have more non-profit clients, since nonprofit is my roots."

Sherry Alpert Corporate Communications & Graphic Design can be reached at 781-828-9415, sherry@alpert-publicrelations.com, or www.alpert-publicrelations.com.