Sheila Tate: opposites attract - public relations expert

Normally, Republicans and Democrats don't get along. But Sheila Tate, the former press secretary for Nancy Reagan and Vice President George Bush, has crossed the ideological gulf to form Powell Tate, one of Washington's fastest growing public relations firms, with partner Jody Powell, former press secretary for Jimmy Carter.

After 16 years of experience in public affairs companies like Falhgren and Associates; Ketchum, Macleod and Grove; Burson-Marsteller; and Hill and Knowlton, Tate attributes much of her success in politics to the work she did before politics. The work is similar to a press secretary's job, "we help companies and groups of people tell their stories. Ninety percent of what we do is media directed," she said.

Earning a bachelor's degree in journalism from Duquesne University and a master's degree in mass communications from the University of Denver, Tate had no intention of getting involved in politics. "It was an accident really. A friend had asked me if I was interested in working with the Reagan campaign and I turned him down because I thought Reagan was too old. I didn't think he had a chance."

But when she got a call from a White House aide to interview for a press position, she did. And was offered the position as Nancy Reagan's press secretary. The first lady had developed a reputation of being "a brittle socialite" consumed with buying china, redecorating the White House, and borrowing designer dresses. Tate developed a systematic program for rebuilding Nancy Reagan's image and credibility as an anti-drug crusader. And in so doing created the famous "Just Say No" campaign. Her years of experience in the public affairs industry paid off. "If I had to choose the best accomplishment, it would be the process of turning Nancy Reagan's image around."

Powell Tate, a Cassidy Company, opened its doors in June of 1991 and has grown ever since. Cassidy and Associates brought Tate and Powell together allowing for their combination of experience to maneuver in D.C. "Washington is so complicated, the ability to get your message out is critically important," she explained. Last August, Powell Tate was rated the number one public affairs firm by Inside PR magazine, and just recently Jack O'Dwyer's Washington Reports listed the firm 18th out the top 50 PR firms based on net fees and number of employees.

In addition to the high-powered background of the two principle partners, Powell Tate boasts a staff of more than 70 practitioners of varying political experience and philosophy, from former U.S. Senate press secretaries to Bush White House health care specialists. The combination attracts an impressive list of clients like Federal Express, United Airlines, Upjohn and Eli Lilly.

Combining Democrats and Republicans in a politically active firm can cause friction. For example, it seems a potential problem is the firm's effort to help the major pharmaceutical companies fight the White House. But Tate values the involvement of her staff in choosing clients. Her creation of a new business development committee allows staffers to make their opinions known. Tate's philosophy in accepting clients is simple, "Everyone has the right to be heard."

But Tate is serious about turning down clients if it will jeopardize the working relationships in the firm. According to one staffer close to Tate, she refused a group of Serbian-Americans who wanted to start their own anti-defamation league. "Our judgement, our gut instinct was that it was inappropriate for them to spend that kind of money doing that kind of thing at that point. If they were serious about what other people thought of them, they should spend their money on relief efforts," the staffer said.

Obviously, Tate measures her responses and her business carefully. And makes sure her party politics stays separate from business. When asked what advice she would give First Lady Hillary Clinton, Tate replied, "I try always to avoid giving advice to Democrats, except for Jody Powell. We are partners and good friends." You see, opposites can attract and in this case, they're attracting big clients.

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