ec2
 

Gregory
Peterson

Boston Public Relations Consultant

Wellesley, Massachusetts

Gregory Peterson, MPA/JD, is an experienced consultant on public affairs, issues management, corporate social responsibility, branding, marketing communications, and reputation management. He is President of Archetype Communications, Inc., a Boston public affairs firm. He also is a principal in the “Mavens & Moguls” consulting network, and has served as an adjunct lecturer (“Business & Society”) at Boston University’s College of Communications

Peterson holds degrees in law, public administration and communications—and has done additional graduate work in leadership and public affairs. He was a Fellow at the Harvard Kennedy School and the Humphrey Institute of Public Affairs. Earlier in his career, he achieved accreditation from P.R.S.A. and I.A.B.C.

Peterson has longstanding interests in “Big Picture” issues and the use of innovative information design and other techniques to promote understanding and dialogue. For TED Conferences, Peterson directed the UNDERSTANDING USA project —using innovative “information architecture” to make complex issues and information understandable to public audiences.

Peterson was VP of Public Affairs for Biogen, a major biotechnology company. He served as Director of Communications for the Governor of Minnesota – managing a constantly changing “portfolio” of issues. He was Public Affairs VP and International Director for a midsize public relations agency. He also worked at Minnesota Public Radio and at the U.S. Senate in Washington, D.C.


Gregory Peterson's Schools

Gregory Peterson's Companies

  		•  Archetype Communications, Inc. 2002 - Wellesley, Massachusetts
    President
  		• Biogen 2001 - 2002 - Cambridge, Massachusetts, United Kingdom
    Vice President, Public Affairs
    • Responsible for all aspects of corporate communications, branding, issues management, crisis communication and promoting effective relationships with key publics. • Revitalized employee commitment through strategic communications programs. • Transformed intranet/internet vehicles, dramatically improving employee engagement through sharing of timely and innovative knowledge products. • Designed and executed innovative employee meetings, relevant community partnerships, and information products enhancing recruitment and employee retention. • Designed and implemented a comprehensive branding program – defining, differentiating and communicating a consistently favorable global identity. • Reengineered communications operation, to markedly improve cost-effectiveness and impact on organizational objectives.
  		• TED Conferences 1998 - 1999 - Newport, Rhode Island
    Director, "UnderStAnding USA" Project
    Contract assignment to manage and research the innovative, acclaimed “Understanding USA” project, an assignment using "information architecture" to examine 100 topics in American current affairs. TED has become recognized as the world's premier forum for "game-changing" ideas and "best of show" speakers.
  		• Minnesota Governor's Office 1987 - 1988 - St. Paul, Minnesota
    Communications Director
    • Reengineered communications department and coordinated public affairs network. • Advised and coached governor and cabinet on communications strategy and policy. • Markedly improved constituent relations through innovative technologies, consistent messaging, inter-agency coordination and strategic issues management.
  		• Padilla Speer Beardsley Public Relations 1981 - 1995 - Minneapolis, Minnesota
    VP, Public Affairs & Director, International
    Designed and executed award-winning communications campaigns. Active in managing the practice, generating new business, and pro bono service.