Abel Communications celebrates 20 years in business this year. Reaching 20 years marks a huge milestone and I feel both proud and yeah, a little, let’s just say “not young.” But if I’ve learned anything over the years leading a strategic communications agency, it’s that one of the things you have to do to succeed in life and business is just keep going, even when (perhaps especially when) times are tough, or changing. And let’s face it, times are always changing.

It is very gratifying to have survived the Great Recession and the Covid-19 pandemic, all the while seeing our team help clients share their stories with the audiences who matter most. I like this work. I am proud of this company. I appreciate the employees, clients, and partners more than I can express in words.

Before I go on, let me first state that I did not ask ChatGPT or any other such content-generating AI to help me write this post! This is an entirely human creation of words on the screen, put together (hopefully) to entertain, inform, and share. I don’t know exactly where our world is headed but do think original content such as this will become more rare; perhaps like buying an original painting rather than a print that’s been mass produced.

And with that, I humbly ask you to spend a few minutes with me, looking back, sharing appreciation, and thinking about what’s next.

Back in the Aughts 

Twenty years is a long time. I looked back to see what was popular in movies, TV and technology in 2005, and here are a few things that stood out:

In TV, the top shows were American Idol, Grey’s Anatomy, CSI, Desperate Housewives, and Without a Trace. At the box office, the biggest draws included Star Wars Episode III: Revenge of the Sith, Harry Potter and the Goblet of Fire, and War of the Worlds.

In music, Mariah Carey’s We Belong Together topped the charts, followed by Gwen Stefani’s Hollaback Girl, Let Me Love You by Mario, and Kelly Clarkson’s power ballad, Since U Been Gone (anything playing in your head right now?)

In technology, Facebook was about two years old and still a service for college students; Netflix remained a mail-order DVD service; the iPhone hadn’t come out yet, and most people still loved their BlackBerries (that physical keyboard!).

In business and innovation, 2005 was the year YouTube and Reddit debuted. And in downtown Baltimore, in a borrowed office on Lombard St., Abel Communications was born, initially as a one-man consultancy (hello!), eventually growing to as many as 18 employees. We’ve had offices in Mt. Washington, Clipper Mill, Hampden, and currently, Mt. Vernon. Always Baltimore City. Always proud to be here.

“The Work Matters” 

As the people and clients have come and gone, we’ve stayed true to a core mantra, a guiding light of three simple words, “The Work Matters.” It’s a way of instilling pride and purpose in what we do.

Where are we headed? No one knows for sure, but I know Abel Communications will remain focused on a few key fundamentals:

Place a premium on authenticity: I believe people can see right through canned responses and corny slogans that aren’t backed up authentically. And with AI and deep fakes, there is definitely a risk in losing our grasp on what’s real and what’s not. In the years to come, I plan to champion the need for leaders and companies to communicate openly and transparently. In a world where “facts” have been made fuzzy, I believe the business world has a responsibility to set a truthful example.

Experiment, experiment, experiment: We all need to be open to new ways of doing things. Generative AI will continue to rock our world; the challenge will be to use the tools thoughtfully, not run from them. I firmly believe that everyone in marketing and communications needs to experiment with new technologies and approaches to serve clients most effectively.

The platforms will change, but a great story will always stand out: There’s nothing more powerful than a great story. So while some might base their approach on the newest or hottest platform (“we need a TikTok strategy!”), here at Abel Communications, we will always put on our reporter’s hat and say, “What REALLY stands out about this business?” or “How does what you know help others?” and “How can we share that information?” I certainly don’t have all the answers but I am excited to continue this wild ride.

Thank You, Thank You, Thank You 

I want to shout out a couple of long-term clients and friends for being the kind of loyal and trusting partners you can only hope to attract. Modjeski and Masters, a bridge design and engineering firm based in Mechanicsburg, PA, has allowed our firm to do some of its most creative and impactful work for more than a decade.

The amazing team at Baltimore nonprofit Civic Works has given Abel Communications the keys to drive their PR program for a very long time as well; there is perhaps nothing more gratifying in this business than drawing positive attention to people and organizations who are actively working to help others and improve the world.

There are dozens more I could thank but want to also save a special thank you to the Mid-Atlantic team of UnitedHealthcare. We have been the PR agency of record for UHC in this region for more than a decade and have always taken pride in the PR work and relationship.

We all know that people are the backbone of any professional services firm, especially in PR, and I want to especially thank current longtime employees Jessica Fast, Martin Thompson, and Mara Kearney; as well as past leaders Cindy D’Alonzo and Gina Richmond. All of these professionals spent nearly or more than a decade at Abel Communications; thank you so much for being part of this journey.

My wife, Jennifer Mendelsohn, has always been a steadfast believer in me, and her devotion to our kids and willingness to take on family responsibilities while I’ve grown this business have been foundational. Thank you, Jennifer! As they say, it takes a village, which includes Rita Abel (mom!) who has been our longtime CPA.

To all of you, as well as the many others who have worked here in the past and those who proudly do so now, I just want to say thank you. I could never have built an award-winning PR firm without you, truly.

If you’ve read this far, thank you. If you’ve been a partner, employee, client, or friend to this business, thank you. It’s been quite a ride so far. I’m excited for what’s to come.

GA

May 6, 2025