Sheryl Flatow
Publicist
As director of public relations for Boston Ballet, Sheryl Flatow was the principal media
representative to all national and international press, overseeing regional coverage and    
media relations. She developed and implemented the institutional public relations plan,    
and created the department's budget. She hired photographers and, when needed, served as
photographer. In addition to writing press releases, she also wrote and edited all
Playbill
articles; wrote and edited
Sightlines, Boston Ballet's newsletter; and wrote and edited the
company's monthly e-newsletter. She edited marketing and school brochures, and much of
the written material put forth by the company. Among her proudest achievements were the
development and implementation of the guest "Chestnut Seller" program for Boston Ballet's
annual production of
The Nutcracker, and launching a Spanish-language section on the
company's website.

In Boston Ballet's previous production of
The Nutcracker, the Chestnut Sellers were onstage
for less than a minute, and the roles required no dancing. Local and national celebrities were
invited to appear in these parts, which resulted in extensive media coverage throughout the
month-long run of the ballet. Among those who graciously participated were former
Massachusetts governor and first lady Michael and Kitty Dukakis; Boston Celtics legends      
Jo Jo White and Cedric Maxwell; author Robert Parker; Boston Red Sox announcer Joe
Castiglione; Angela Menino, wife of Boston's mayor; chef Ming Tsai, and author Ben Mezrich.

The Spanish language pages on the website (which no longer exist) were created to reach a
new audience and acquaint them with the many Spanish-speaking dancers -- natives of
Spain, Cuba, and several South American countries -- who were a vital part of Boston Ballet.
This led to a dramatic increase in coverage by the Spanish-language press, and was one of   
the reasons  why artistic director Mikko Nissinen was ranked among the 100 most influential
people on Boston's Latino community by
El Planeta, the city's largest Spanish-language
newspaper.