Principal Communications, Sky Advisory Form New Pact

Principal Communications Group, a top media and entertainment communications firm, will join with political and social responsibility shop Sky Advisory in a partnership designed to attend to the ever-expanding intersection of politics, philanthropy and business in Hollywood.

The development, announced Wednesday by Principal Communications managing partners Paul Pflug and Melissa Zukerman and Sky Advisory Group’s president Lindsay Rachelefsky, creates a one-stop operation for clients tending to both their entertainment assets and their commitments to various candidates and causes.

The partnership will help clients integrate personal and company profiles with fundraising, social action and candidate campaigns. “The teams’ combined services will include identifying giving priorities for clients based on their values, ideas and long term goals, while developing and executing on a communications strategy in tandem with the philanthropic organizations supported,” the announcement said.

Veteran Hollywood hands Zukerman and Pflug first worked with Rachelefsky last summer on President Obama’s fundraiser at the home of Live Nation chief executive Michael Rapino. Before starting her own firm, Rachelefsky was development director for the ACLU of Southern California.

“Together, I believe we will help individuals to strategically and thoughtfully effect real change both politically and charitably,” said Rachelefsky. Pflug and Zukerman said they “look forward to collaborating with some of the industry’s greatest cause champions to make the most of their contributions.”

Among those who have already signed on with the partnership are Rob Friedman, co-chair of the Lionsgate Motion Picture Group (though not for business services); Peter Chernin’s wife, Megan; and Marvel Entertainment CEO Ike Perlmutter and wife Laura, for philanthropic endeavors.

Principal Communications Group (PCG) has a long list of clients that includes The Chernin Group, Marvel, Legendary, Wasserman Media Group, Live Nation and IMAX. Sky Advisory has worked with the Human Rights Campaign and Share our Strength. Though other clients have included the Obama Victory Fund and the Democratic National Committee, the partnership will be non-partisan.


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