Tobe Berkovitz

Associate Professor of Mass Communication and Public Relations
College of Communication

Expertise:
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Education:

BFA, University of Connecticut
MA, University of Connecticut
PhD, Wayne State University

Contact Info:

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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… Read more

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.

 

In the Media

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  • Time running out for Trump

    August 16, 2016

    The Hill Tobe Berkovitz, College of Communication Republican strategists say time is running out on Donald Trump… Expert quote: “‘Volatile’ under-describes how riled up the electorate is. They can turn on a dime … Trump is the change agent.” View full article

  • US viewers blast NBC coverage of Rio Olympics

    August 10, 2016

    AFP Tobe Berkovitz, College of Communication It’s too “packaged.” There are too many commercial breaks. And key competitions are broadcast with frustrating time delays so they are seen during prime-time… Expert quote: “The average American wants to be their own programmer, they want to decide what they see when they see it. The public is now […]

  • Trump, Clinton take different approaches to attack ads in social media age

    August 6, 2016

    Sinclair Broadcast Group Tobe Berkovitz, College of Communication As of August 1, Hillary Clinton’s campaign and super PAC Priorities USA have reserved $98 million in TV airtime this fall, including more than $20 million in Florida alone, according to NBC News… Expert quote: “I think television is still preferable because advertising tends to work the […]

  • Grieving families shape ’16 debate

    August 3, 2016

    The Hill Tobe Berkovitz, College of Communication Grieving families are playing a significant role in this year’s general election campaign… Expert quote: “Families that have been bereaved have “both moral authority but also massive public empathy. The public just feels the loss — takes on the loss — and that makes it very difficult for […]

  • Trump, a fallen soldier, and the myth of game-changing moments

    August 2, 2016

    Christian Science Monitor Tobe Berkovitz, College of Communication Donald Trump’s criticism of a Muslim-American family that lost a son in Iraq has been called a potentially pivotal moment in the election… Expert quote: “I don’t think the cake is baked at this point. More important than the ‘undecideds’ are the ‘persuadables.’ They say they are […]

  • Here are some of mind games that convention designers play

    July 27, 2016

    McClatchy Newspapers Tobe Berkovitz, College of Communication Democrats are messing with your mind at this convention. Republicans last week did, too… Expert quote: “You’re combining aesthetics and psychology, and adding some spectacle.” View full article

  • Seafood restaurant accused of serving a side of sexism with ads poking fun at presidential candidates

    July 25, 2016

    Metro Tobe Berkovitz, College of Communication Legal Sea Foods found itself in hot water Monday after some readers said they were offended by a full-page Boston Globe ad that called Hillary Clinton a “cold fish,” all in the service of a sushi pun… Expert quote: “Roger Berkowitz and Legal Sea Foods have pretty consistently run […]

  • Curtain goes up on Trump show

    July 18, 2016

    The Hill Tobe Berkovitz, College of Communication The curtain is about to rise on the most extraordinary political convention of modern times… Expert quote: “Trump has been pretty adroit at taking outside events that are sort of focused on him and capitalizing on that. If there were violent protests, Trump will absolutely use them as […]

  • Does Clinton’s email use matter?

    July 6, 2016

    McClatchy Newspapers Tobe Berkovitz, College of Communication The mixed FBI judgment on Hillary Clinton’s email practices — that she’d shown extreme carelessness in her handling of classified information but not enough to merit criminal charges — left Democratic Party loyalists in a familiar place: relieved, exasperated and yet hopeful, with fingers crossed, that once again […]

  • Experts doubt Lynch comments will silence controversy over Clinton meeting

    July 1, 2016

    Sinclair Broadcast Group Tobe Berkovitz, College of Communication Attorney General Loretta Lynch acknowledged Friday that “reasonable” questions have been asked about her meeting with former president Bill Clinton on the tarmac at a Phoenix airport, but her effort to put those concerns to rest may not go far enough… Expert quote: “What you’re seeing is […]

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