Gregory Peterson

Gregory Peterson, MPA/JD, is an experienced consultant on public affairs, issues management, corporate social responsibility, branding, marketing communications, and reputation management. He is President of Archetype Communications, Inc., an innovative Boston public affairs firm that employs principles of psychology and anthropology -- aligning memes, metaphors, archetypes, symbols, personas and images to "make meaning" for stakeholders. He also is a principal in the “Mavens & Moguls” consulting network, a member of the Harvard Faculty Club, and has served as an adjunct lecturer (“Business & Society”) at Boston University’s College of Communications

Peterson holds degrees in law, public administration and communications -- and has done additional graduate work in leadership and public affairs. He was a Fellow at the Harvard Kennedy School and the Humphrey Institute of Public Affairs. Earlier in his career, he achieved accreditation from P.R.S.A. and I.A.B.C.

Peterson has longstanding interests in “Big Picture” issues and the use of innovative information design and other techniques to promote understanding and dialogue. For TED Conferences, Peterson directed the UNDERSTANDING USA project -- using innovative “information architecture” to make complex issues and information understandable to public audiences.

Peterson was VP of Public Affairs for Biogen, a major biotechnology company. He served as Director of Communications for the Governor of Minnesota – managing a constantly changing “portfolio” of issues. He was Public Affairs VP and International Director for a midsize public relations agency. He also worked at Minnesota Public Radio and at the U.S. Senate in Washington, D.C.