January 30, 2025

WASHINGTON – In the nation’s capital and beyond, success isn’t just about being heard—it’s about persuasion and impact. By welcoming Jonathan Grella and Jeff Surrell as Senior Counselors, we’re not just adding more talent; we’re further equipping clients with the competitive edge to shape public perception, outsmart the opposition, and secure victories in the most competitive arenas.

Grella and Surrell, alumni of Edelman—renowned for its PR and public affairs expertise—bring unmatched experience in crisis response, reputation management, and high-stakes advocacy. Their careers are defined by influencing opinion, protecting reputations, and delivering results across business, government, and sports. Their addition extends and strengthens Adfero’s position as a firm that blends battle-tested public affairs capabilities with cutting-edge digital strategy.

Jonathan Grella, Founder of JAG Public Affairs

With more than 25 years of experience, Grella has built a career transforming complex challenges into strategic breakthroughs.

• Served as principal spokesperson and media relations strategist for U.S. House leadership offices and at the National Republican Senatorial Committee.
• Developed strategic initiatives supporting safe energy policy and reliable energy supply at Securing America’s Future Energy.
• Led the U.S. Travel Association’s public affairs shop as Executive Vice President, helping further extend and elevate the association’s longstanding Washington role as a public affairs powerhouse.

Grella began his career on Capitol Hill, serving in key roles for the House Majority Leader and the National Republican Senatorial Committee, before moving into public affairs and strategic communications. He later worked at Edelman, where he specialized in crisis and reputation management. He continues to lead JAG Public Affairs, advising clients on advocacy and communications strategy, while also serving as a Senior Advisor to Adfero. Grella holds degrees from Villanova University and The Catholic University of America and lives in Chevy Chase, Maryland, with his family.

“Washington rewards the bold. Adfero helps its incredible roster of clients leverage digital advocacy and persuasion to apply the pressure rather than feeling it, outsmarting the opposition, winning for and with our clients,” said Grella.

Jeff Surrell, Managing Director of Shot Point Strategies

With 30 years of experience, Surrell has advised Fortune 100 companies, start-ups, trade associations, colleges and universities, and others facing reputational and strategic challenges.

• Partnered with top Ronald Reagan communications aide Michael K. Deaver at Edelman to craft high-impact public affairs campaigns.
• Directed media strategy for the 9/11 Commission and Iraq Study Group.
• Managed Edelman team assisting PhRMA’s reputation campaign.
• Established the communications infrastructure for nuclear fusion startup Longview Fusion Energy Systems.
• Championed image campaigns for the freight railroad industry and the U.S. Merchant Marine Academy.

Surrell holds degrees from Michigan State University and George Mason University and lives in Chevy Chase, Maryland, with his family. He will continue in his role as Managing Director of Shot Point Strategies, advising clients on public affairs and crisis management, while also serving as a Senior Advisor to Adfero.

“Adfero delivers the best of both worlds—the seasoned counsel needed to manage reputations in complex environments and the innovative advocacy required to drive action. I’m excited to help clients leverage this powerful combination to achieve real results,” said Surrell.

A Strategic Advantage for Adfero Clients

“By integrating the strategic acumen of Grella and Surrell with our deep public affairs bench and advanced digital advocacy expertise, we’re setting a new standard for client success in Washington,” said Adfero CEO Darren Scher.

Grella and Surrell bring a wealth of experience to Adfero, providing clients with the insight and firepower needed to drive the debate, stay on offense, and prevail in must-win battles.

Special Projects Director

Adfero will also add Erlinda Doherty of Vinicola Consulting as an affiliate of the team as Special Projects Director. She has 20+ years of public affairs experience in legislative and policy advocacy with expertise in emerging technology; the wine, beer, and spirits industries; and state-federal partnerships impacting highly regulated industries. Erlinda will explore opportunities for Adfero to further expand its public affairs reach into the emerging tech, hospitality, and beverage sectors. 

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Adfero, recognized for its long-standing innovation and premier status in Washington, D.C., specializes in public affairs, PR, digital advocacy, and reputation management. The firm’s founder, Jeff Mascott, was recognized by PR Week as a top “40 Under 40” PR professional, and the firm has won recognition as a Future50 company for emergent growth, a “Top Place to Work in PR,” and a finalist for “Boutique PR Firm of the Year.” Adfero empowers industry leaders to craft compelling narratives, influence policy, and achieve measurable impact.