Tobe Berkovitz

Associate Professor of Mass Communication and Public Relations College of Communication at Boston University

Schools

  • Boston University

Links

Biography

Boston University

Dr. Berkovitz has worked since 1974 as a political media consultant on presidential, senatorial, congressional and gubernatorial election campaigns. He specializes in media strategy and time buying, and works as a producer of political commercials. Berkovitz has consulted on campaigns in over 25 states. His clients have included Senators John Glenn, Carl Levin, Patrick Leahy and Tom Harkin. Berkovitz appears frequently on television and in the press as a political and media analyst.

 

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Cases

Trump praises ‘Roseanne’ revival, but was it really about him?

March 29, 2018

WJLA ABC 7 Tobe Berkovitz At an infrastructure event in Ohio Thursday, President Donald Trump touted the surprisingly strong ratings of the premiere of ABC’s “Roseanne” revival, which featured its lead character defending a vote for him, mocking Hillary Clinton, and dismissing the mainstream media as not “real news”… Expert quote: “It’s Roseanne, who had […]

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Booker is latest Dem to seize spotlight

January 21, 2018

The Hill Tobe Berkovitz When Sen. Cory Booker (D-N.J.) lashed out against Homeland Security Secretary Kirstjen Nielsen this week, he became the latest potential 2020 presidential candidate to use a high-profile Senate committee hearing to amplify their stature… Expert quote: “The Senate is the perfect forum for shiny moments, and if the cable networks pick it up, […]

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Rosenberg faces daunting path back to power, Dems say

December 6, 2017

Boston Globe Tobe Berkovitz Once you step down, can you step back up… Expert quote: “I just think it’s too toxic a political environment, both in Massachusetts and throughout the country, for a politician with this type of baggage to be able to stay in the office of Senate president.” View full article

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Trump’s daughter-in-law becomes face of re-election effort

October 19, 2017

WHYY Tobe Berkovitz An image of an American flag waves and the graphic promises “Real News Update.” The re-election campaign of President Donald Trump, already sprung to life two-and-a-half years before his name is back on the ballot, is pushing its own online news source to counteract what it believes is an oppositional media… Expert […]

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In Oklahoma, PolitiFact used campaign strategy to appeal to new readers. Will it work?

October 2, 2017

Poynter Tobe Berkovitz “If a U.S. senator said that Bigfoot is real, would you feel compelled to assert that, actually, Bigfoot is a myth?” asked Scott Pendleton… Expert quote: “The problem is, in politics, it’s rare that you convert someone over to the other side. In politics, you reinforce your base and go for those […]

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THE MEMO: Trump faces test with UN address

September 20, 2017

The Hill Tobe Berkovitz When President Trump addresses the United Nations General Assembly for the first time on Tuesday, much of the political world, both right and left, will be on tenterhooks… Expert quote: “I don’t expect to be as surprised by what he says at the U.N. as by what he might tweet an hour […]

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Bernie & Phyl’s is at it again with racy T ads

September 13, 2017

Boston Globe Tobe Berkovitz When the MBTA removed a series of sexually suggestive Bernie & Phyl’s advertisements from subway cars earlier this year, it said the ads violated guidelines against “prurient sexual suggestiveness”… Expert quote: “It’s hard enough to get anyone to read your ad while riding the T, let alone having the ad work.” […]

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Walsh, Tito yet to take gloves off on airwaves

August 22, 2017

Boston Herald quoting Tobe Berkovitz, College of Communication “Boston’s usual barrage of post-Labor Day political ads looks set to sputter despite the mayoral race, without a single minute of television time booked in the City Hall campaign just weeks before the preliminary election…” View full article.     

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The Memo: Trump frustrations grow as pressure rises

July 25, 2017

The Hill quoting Tobe Berkovitz, College of Communication “President Trump’s frustrations are reaching a new intensity as federal and congressional probes into alleged links with Russia burrow deeper into his inner circle…” Expert quote: “You look at the polling and it appears that his base is saying, ‘Hit ‘em back and hit ‘em back harder.’ […]

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Why it’s time for President Trump to stop calling Elizabeth Warren ‘Pocahontas’

June 27, 2017

Boston Globe quoting Tobe Berkovitz, College of Communication “Earlier this week, President Trump again referred to US Senator Elizabeth Warren by his favorite nickname for her: Pocahontas…” Expert quote: “But as Trump has shown, he will say things even if there is no evidence it is true.” View full article. 

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