Lucky Break PR Taps Veteran Alisa Finkelstein for NYC Expansion

NEW YORK, NY – March 20, 2026 – In a significant move signaling aggressive national growth, the award-winning Lucky Break Public Relations (LBPR) has appointed communications veteran Alisa Finkelstein as President of its New York City office. The Los Angeles-headquartered firm is betting on Finkelstein's extensive leadership experience to spearhead its expansion in one of the world's most competitive and influential media landscapes.

A Strategic Move into a Competitive Arena

The decision to install a leader of Finkelstein's caliber underscores the strategic importance LBPR places on the New York market. As the undisputed media capital of the world, NYC is a critical battleground for any public relations agency with national aspirations. It is home to major media conglomerates, financial powerhouses, and a dense ecosystem of tech startups and cultural institutions. For a firm like LBPR, which has already built a strong reputation on the West Coast and in Austin, a more formidable presence in New York is not just an expansion—it's a necessary step to solidifying its status as a top-tier national agency.

This appointment is designed to be a catalyst for growth. Finkelstein is tasked with driving new business development, building and mentoring a high-performing local team, and establishing the minority-owned firm as a go-to partner in the city. Her role involves translating LBPR's established success in sectors like entertainment, technology, and advocacy into a compelling offering for a new and demanding client base. The move is a clear declaration of intent to compete directly with the city's most established PR players.

The Power of a President: A Leader for a New Era

Alisa Finkelstein brings a formidable track record to her new role. She joins LBPR from a long and successful tenure at MikeWorldWide, where she started as an Account Executive in 2013 and steadily rose through the ranks to become Group Vice President. Her career trajectory demonstrates a deep understanding of agency dynamics, client management, and team leadership.

During her time at MikeWorldWide, Finkelstein managed a diverse and high-profile portfolio of clients that sits at the intersection of culture, technology, and entertainment. Her work has included shaping narratives for global brands such as Warner Bros. Discovery, Roc Nation, and TIDAL, as well as tech platforms like Flickr, Shutterstock, and Patreon. This experience, which has garnered PRWeek Award nominations and top-tier media coverage, makes her uniquely suited to lead LBPR's charge in New York.

LBPR Principal and Founder Mike Stommel highlighted this unique blend of skills in his announcement. "Alisa brings an exceptional mix of entertainment knowledge and tech literacy that aligns perfectly with the evolution of LBPR," Stommel stated. "Her fresh perspective, innovative mindset, and comprehensive approach to client relations, will be instrumental in shaping the future of LBPR and strengthening the company's position as a leading national communications agency." Finkelstein will report directly to Stommel, ensuring a tight integration between the firm's headquarters and its East Coast ambitions.

Bridging the Worlds of Tech and Entertainment

Finkelstein's appointment is particularly timely, reflecting a broader industry shift where the lines between entertainment and technology are increasingly blurred. The modern media landscape is defined by this convergence, with streaming platforms, AI-driven content creation, and digital-first brand experiences becoming the norm. Finkelstein's career has been built on navigating this exact nexus.

Her experience with entertainment giants like Warner Bros. Discovery and music entities like Roc Nation, combined with her work for technology companies like Flickr and Shutterstock, provides her with a dual fluency that is rare and highly valuable. This expertise positions LBPR to effectively serve a new generation of clients in New York—from media-tech startups and gaming companies to traditional entertainment brands seeking to innovate their communications strategies. She understands how to tell a brand's story whether the platform is a blockbuster film, a viral social media campaign, or a B2B software launch.

In her new role, Finkelstein is expected to leverage this background to carve out a unique niche for LBPR in the city. The opportunity lies in attracting clients who operate in this hybrid space and require a communications partner that is as adept with technology narratives as it is with entertainment and lifestyle publicity.

Building on a Foundation of National Growth

This high-profile hire is not an isolated event but the latest step in a deliberate, long-term expansion strategy for Lucky Break PR. Founded in 2010, the firm has steadily built its reputation and footprint. Its recognition as PRSA's prestigious Agency of the Year validates its quality of work and strategic vision. The firm has also made conscious efforts to diversify its service offerings, notably with the 2024 launch of "Impact," a dedicated Diversity, Equity, and Inclusion (DEI) practice group.

The firm's growth has been punctuated by strategic hires aimed at specific growth sectors. The 2025 hiring of Erika Satler as Vice President to expand the firm's reach in entertainment, tech, and gaming was a precursor to this larger investment in its East Coast leadership. These moves collectively illustrate a cohesive strategy to build a national agency with deep expertise in key, future-focused industries.

Finkelstein herself expressed enthusiasm for this strategic vision and the foundation already in place. "From our first conversation, I was struck by both the caliber of the team and the integrity Mike and Alfredo have brought to building LBPR," she said. "New York is home to some of the most iconic media and brands in the world, and I see a real opportunity to build a practice that delivers meaningful results for our clients. Stepping into this role marks an exciting new chapter in my career, and I look forward to establishing Lucky Break PR as a go-to partner in this market."