Perone Consulting — Strategic Communications, Media Relations & Crisis Counsel in Washington DC.
30+ years at the intersection of journalism, regulation, and public affairs — helping executives and organizations be heard, trusted, and protected when it matters most.
“Insider advantage you can actually afford.”
Commission
experience
Public Affairs
Credibility built at the highest levels of Washington
Herb Perone has spent more than three decades at the crossroads where media, markets, and policy collide. His career spans the networks, the newsroom, the regulatory suite, and the boardroom — giving him a perspective that very few communications advisors can claim.
After beginning in broadcast journalism at ABC News and CNN, Herb moved into financial services communications, where he would go on to serve as Deputy Director of Public Affairs at the U.S. Securities and Exchange Commission — one of Washington's most media-intense agencies. He managed the agency's communications through periods of market volatility, enforcement actions, and congressional scrutiny.
As Vice President of Communications at the Investment Adviser Association, Herb translated complex regulatory policy into clear public narratives, built relationships across Capitol Hill and the financial press, and managed communications around significant regulatory changes affecting the $130 trillion investment adviser industry.
His work across ACLI, FINRA, and leading industry coalitions further sharpened his expertise in financial services public affairs, coalition communications, and crisis response. Today, through Perone Consulting, he brings that entire playbook directly to senior executives and organizations that need a seasoned strategic partner — not a large agency overhead structure.
Services
Senior-level counsel across the full spectrum of strategic communications — without the big-agency overhead.
Strategic Communications Counsel
Ongoing strategic guidance for executives and organizations navigating complex communications environments. Message architecture, stakeholder mapping, and narrative development that aligns with business objectives.
- → Message framework development
- → Stakeholder & audience strategy
- → Executive communications advisory
Media Relations & Training
Leveraging a deep network of financial, policy, and national media contacts built over 30+ years. Plus hands-on media training so your executives are camera-ready when it counts.
- → Proactive media outreach & pitching
- → Print, broadcast & podcast placement
- → On-camera & interview preparation
Crisis Communications
When the story is running without you, you need someone who has sat on both sides of the table. Herb provides rapid-response strategy, spokesperson support, and narrative control when reputations are on the line.
- → Rapid response & holding statements
- → Regulatory inquiry communications
- → Reputation recovery strategy
Public Affairs & Regulatory Messaging
Translating complex regulatory and policy positions into clear, compelling narratives for Hill audiences, regulators, and the press. Experience from inside the SEC and major trade associations.
- → Congressional & regulatory engagement
- → Policy position messaging
- → Trade association communications
Executive Positioning
Building the thought-leadership profile of senior executives across earned media, speaking opportunities, and industry platforms. Turn your executives into recognized voices in their fields.
- → Thought leadership strategy
- → Op-ed & byline development
- → Conference & speaking positioning
Not Sure Where to Start?
Every engagement begins with a conversation. Book a complimentary 30-minute strategy call — no obligation, no pitch.
Experience &
Credentials
Three decades across broadcast journalism, federal regulation, and financial industry advocacy — building the network and the instincts that only come from operating at the highest levels.
U.S. Securities and Exchange Commission
Managed communications for one of Washington's most scrutinized regulatory agencies. Oversaw press strategy through enforcement actions, market disruptions, and congressional hearings. Served as a key bridge between agency leadership and national financial media.
Investment Adviser Association
Led communications strategy for the leading trade group representing the $130 trillion investment adviser industry. Developed policy narratives for major SEC rulemakings, built the association's media presence, and managed stakeholder communications across member firms, Capitol Hill, and the press.
ACLI & FINRA
Contributed communications expertise across both the American Council of Life Insurers and the Financial Industry Regulatory Authority — deepening experience in regulatory engagement, industry advocacy messaging, and financial services media relations across multiple sectors.
ABC News & CNN
A journalism career at two of the nation's most recognized news organizations built an unmatched understanding of how stories are made, what reporters need, and how to communicate in a way that cuts through. This foundation sets Herb apart from every policy-only advisor.
Selected Engagements
Illustrative examples of the kind of work Perone Consulting delivers. Client details protected.
SEC Enforcement Inquiry — Boutique RIA
A registered investment adviser faced a surprise SEC examination with elevated scrutiny. Herb developed a communications framework that protected the firm's client relationships and media reputation while the legal process played out. Zero adverse press coverage during a 9-month examination.
CEO Thought Leadership — National Trade Association
Repositioned a long-tenured CEO from behind-the-scenes operator to recognized industry voice. Delivered a coordinated media strategy resulting in placements across the Wall Street Journal, Politico, and multiple financial trade publications within the first 6 months.
Major SEC Rulemaking — Industry Coalition
Led external communications for an industry coalition opposing a consequential SEC rulemaking. Developed a sustained public narrative that resonated with Capitol Hill staff, the financial press, and agency leadership — contributing to significant modifications to the final rule.
Leadership Transition — Wealth Management Firm
A sudden CEO departure threatened client confidence and triggered trade press speculation. Rapid-response messaging and a structured transition communications plan stabilized the narrative within 72 hours, preserving over $2B in AUM at-risk.
C-Suite Media Prep — Financial Services Firm
Prepared three C-suite executives for a high-profile CNBC segment covering the firm's growth story. Custom media training, message development, and real-time coaching resulted in segment that drove measurable inbound interest from institutional prospects.
Your challenge could be the next success story.
Every client situation is unique. Let's talk about yours and how 30+ years of insider experience can move the needle for you.
Why Perone Consulting?
There are larger firms with more staff and bigger offices. Here's why sophisticated clients choose to work directly with Herb instead.
You Get Herb. Every Time.
At large agencies, you're pitched by senior people and serviced by junior ones. At Perone Consulting, Herb Perone is your strategist, your media contact, and your day-to-day advisor. No handoffs. No account managers.
An Insider Network Built Over Decades
Relationships with financial journalists, regulators, Capitol Hill staff, and industry leaders don't happen overnight. Herb's network spans decades of relationship-building at the SEC, IAA, FINRA, and the national press corps.
A Proven Playbook, Not a Generic Strategy
Herb has navigated SEC enforcement communications, major rulemakings, C-suite crises, and congressional scrutiny from the inside. That experience translates into a playbook most agencies are trying to reverse-engineer.
Senior Expertise, Boutique Efficiency
No billing for internal meetings. No markup on subcontractors. No agency overhead. Clients get the quality of a D.C. communications veteran with the responsiveness and economics of a trusted solo practice.
Both Sides of the Microphone
Because Herb worked as a journalist before he worked in communications, he understands exactly how reporters think, what they're looking for, and how to make your story land — or not get told at all.
Discreet by Design
Many of the most important communications challenges require absolute discretion. As a sole practitioner, Herb maintains a tight client roster and operates with the confidentiality that complex situations demand.
Insider advantage you can actually afford.
Frequently Asked Questions
Straight answers about Herb Perone, the services, and how working together begins.
Who is Herb Perone?
Herb Perone is a strategic communications counsel with more than 30 years at the intersection of journalism, federal regulation, and financial-services public affairs. He is the former Deputy Director of Public Affairs at the U.S. Securities and Exchange Commission (SEC) and former Vice President of Communications at the Investment Adviser Association (IAA), and he began his career as a broadcast journalist at ABC News and CNN.
What does Perone Consulting do?
Perone Consulting is a boutique Washington, DC firm offering senior-level strategic communications counsel across five areas: strategic communications strategy, media relations and training, crisis communications, public affairs and regulatory messaging, and executive positioning. Every engagement is handled personally by Herb Perone — with no handoffs to junior staff.
What is strategic communications counsel?
Strategic communications counsel is ongoing, senior-level guidance for executives and organizations navigating complex communications environments. In practice it means message architecture, stakeholder mapping, and narrative development that aligns what you say with your business objectives — so you are heard, trusted, and protected when it matters most.
How is a boutique communications advisor different from a large PR agency?
At a large agency you are often pitched by senior people and serviced by junior ones. At Perone Consulting, Herb Perone is your strategist, your media contact, and your day-to-day advisor — no handoffs, no account managers, and no agency overhead. You get the expertise of a Washington, DC communications veteran with the responsiveness and economics of a trusted solo practice.
What experience does Herb Perone have with the SEC and financial regulation?
Herb served as Deputy Director of Public Affairs at the SEC, where he managed communications through enforcement actions, market volatility, and congressional scrutiny. He later led communications for the Investment Adviser Association — which represents the $130 trillion investment-adviser industry — and held senior roles across the American Council of Life Insurers (ACLI) and FINRA, giving him deep experience in regulatory and financial-services communications.
Does Perone Consulting handle crisis communications?
Yes — crisis communications is a core specialty. Herb provides rapid-response strategy, spokesperson support, and narrative control when reputations are on the line, drawing on experience from both sides of the table: as a journalist and as a regulator at the SEC.
Where is Perone Consulting located, and who does it work with?
Perone Consulting is based in Washington, DC and serves clients across the United States. It works with senior executives and organizations — frequently in financial services, regulatory, and policy-adjacent sectors — that need a seasoned strategic partner rather than a large agency.
How do I get started with Perone Consulting?
Every engagement begins with a conversation. You can book a complimentary 30-minute strategy call — no obligation and no pitch — through the contact form below. Herb responds personally, typically within one business day.
Let's talk about
your challenge.
Every engagement starts with a conversation. Share a bit about your situation and Herb will respond personally — typically within one business day.
Send a Message
Herb will respond personally within one business day.