Howard Schaffer, Founder and Operator
Howard Schaffer Media Marketing

With twenty years experience in regional marketing throughout the Northeast, Howard is a noted authority on media relations and has been published nationally in academic publications and trade journals. He continues to write, is a frequent guest speaker on such topics as "Press Relations in Today's Corporate Culture" and is a regular guest on television and radio. As a press aide to former Governor Mario Cuomo, Howard was instrumental in the passage of the New York State 21 Alcohol-Purchase Age legislation, and the mandatory seat belt law, which was passed by the New York State Legislature in the mid-1980's.

Prior to his governmental achievements, Howard served as Deputy PR Director of the Upstate New York offices of Arnold & Company Advertising of Boston. During this stint, Howard successfully opened the Ronald McDonald Houses for the families of sick children in Buffalo, Syracuse, Albany and New York. After completing his Master's coursework in Public Communications at SUNY Albany, Howard continued to make the most of academic opportunity as an Adjunct Professor at the University's School of Continuing Education. Howard is the proud father of three children.

Wendy Kugelman, Development Director

As an established corporate management trainer, Wendy Kugelman is an integral part of the HSMM Team in coordinating ongoing business planning, instituting training for customer service and "coaching" the team to reach their fullest potential. Coming from SC Johnson, (i.e.-Johnson Wax Products) Wendy has extensive experience in developing individuals and groups to work together to reach the corporate objectives defined by both the media counselors and the client.

Tim Cronin, Media Counselor

Tim Cronin possesses a background in public relations and public affairs, with experience on the corporate, non-profit, government, and agency level. He has focused on healthcare, government/community affairs, technology and consumer issues, handling strategic planning, media relations, client relations, issue development and crisis communication.

Tim played a special role in the September 11 crisis communications activation for the American Red Cross while working with Ketchem PR in New York City in 2001. He managed media relations on an ongoing basis, and continued on this work until his re-location Upstate to Albany.

Prior to his legislative tenure, Tim served as legislative director for the "Community Mental Health Reinvestment Act," (Doubling as lead legislative lobbyist)and was recognized for re-directing funding from downsized institutions to community-based programs. Working closely with many of New York State's largest labor unions, Tim's work was ultimately reinforced by every major union in the Northeast.

Tim is a skilled strategist, press writer and media counselor whose work is largely behind the scenes, yet is known by newsroom decisionmakers for his effectiveness, quite manner and through research.

Dana Swinney, Media Counselor

Dana Swinney manages a wide range of media accounts with an emphasis on consumer feature stories that have appeared in print, TV and radio markets across the country.

Dana’s media assignments include publicity for client Cabot Creamery, where she promotes Cabot’s cheese brands through its “road show” media tours and in other creative news and feature promotions.  

Prior to joining the HSMM team, Dana worked as a Marketing Coordinator with Pepsi Cola Bottling Group, where she implemented corporate marketing programs for food and beverage projects. 

In addition to her professional background, Dana also has an impressive educational background. She earned her Masters of Arts in Organizational Communication and Leadership in 2006 from Marist College in Poughkeepsie, NY. 

Dana is a public relations natural, who has honed her skills working with the top media outlets on both the East and West Coast, and most of the markets in between.   

Dana affords HSMM clients the ability to analyze any prospective news angle and find the right pitch - targeting local, regional, national and international press.