Joe Cerrell, political consultant to the likes of John F. Kennedy and Jerry Brown, dies at 75

Joe Cerrell, a legendary political consultant and consummate schmoozer whose unrelenting but principled style won respect from allies and opponents, died Friday of complications related to pneumonia at St. John's Pleasant Valley Hospital in Camarillo. He was 75.

Cerrell’s list of clients and friendships read like a who’s who of politics from the 1950s forward — John F. Kennedy, Hubert Humphrey, Al Gore, Dianne Feinstein, Willie Brown, Jesse Unruh and both Pat Brown and his son, Gov.-elect Jerry Brown. Instrumental to the careers of numerous politicians, he counted their triumphs among his greatest pleasures and their setbacks among his greatest disappointments.

"Joe Cerrell was a great personal friend and one of the pioneering political consultants in California and the U.S.,” Gore said. “Throughout his life, he was also a great champion of progressive political causes.  He advised presidents, candidates for many offices at the national, state and local level, and used his skills and knowledge to help average Americans through times of triumph and trouble.”

In a recent video tribute to Cerrell,  Jerry Brown said Cerrell “was around before even the term political consultant was invented.” He added: “When I first thought of running for office for the junior college board of Los Angeles at the end of 1968, he was the first person I spoke with.” With Cerrell’s help, recalled Brown, he finished "first among 124 candidates" for the community college board.
 
In the late 1950s, Cerrell became the head of the California Democratic Party,  while in his mid-20s. In the mid-1960s he started Cerrell Associates, which became one of the nation’s leading public-relations firms and remains a powerful lobbying presence in Los Angeles City Hall.

Cerrell also devoted his skills to civic causes, serving as head of the Coliseum Commission and spearheading the effort complete the IMAX Theater at the Science Center. His efforts on behalf of Italian-American organizations put him on a first-name basis with the leaders of Italy and, under the right circumstances with the right people, gave him the pull to arrange a few audiences with the pope, associates said.

In the no-holds-barred world of political consulting, Cerrell managed to be successful and loyally Democratic without creating enemies, even among his Republican adversaries, some of whom became lifelong friends.

“I learned from Joe the importance of your word,” said Howard Sunkin, senior vice president of public affairs for the Dodgers. Sunkin was first a student in classes Cerrell taught at USC, then an employee. “Joe taught us that you’ve got to be credible and honest to succeed in politics. That’s how Joe taught all of us, and that’s why he was so different from everybody else.”

-- Howard Blume

 (Note: An earlier version of this post incorrectly said that Cerrell died Thursday.)

Comments

[LilySweet]

Cerrell was one of my poli-sci professors @ SC. I enjoyed his class tremendously and even interned at his office for a semester. He seemed to know every politico in California and DC. He was a really nice man and told great stories. My condolences to his family and friends.

[Ed Kimble]

Sad news about a wonderful man who loved politics and cared about government and the citizens it was meant to serve.

[Dereck]

Professor Cerrell was a great instructor of mine at USC. His guest speakers were always a Who's Who of political might including Maureen Reagan (while her dad was in the White House) with Secret Service in tow, and Assembly Speaker Willie Brown. Years later when I would teach my own college courses, I mirrored my outline after Joe Cerrell's classes. Thank you, Professor Cerrell.

[Dave Wyman]

For a brief time, I worked for Cerrell & Associates, out of the small office near Park La Brea, in the Miracle Mile district. The job was a lot of fun.

My one project of any significance was to work on the proposal by the company that wanted to put shelters in at bus stops - until the mid-1970s, there were no such shelters.

From somewhere on high one day, the command came down to me to write a press release for Myrven Dymally, who at the time was the Lt. Governor of California (and I believe is still around, now in his 80s, as a member of the U.S. House of Representatives).

Now it can be told: I penned the immortal words, "Hello, this is Myrven Dymally, Lt. Governor of California. I urge every California, no matter what their political party, to vote in the upcoming primary election." (You're welcome, Congressman Dymally.)

Over the long years, I've thought about Mr. Cerrell, including yesterday, as I drove by the site of his old office.

[West Hooker-Poletti]

Mr. Joe Cerrell will be deeply missed. I feel fortunate to have met him several years ago when I first served on the board of the Italy-America Chamber of Commerce West. I will always cherish the moments spent with him in which he shared his vast knowledge and his values. He was particularly fond of the IACCW and other Italian-American organizations and devoted much of his time to insure their success. I will always remember him as a symbol of unyielding integrity and fair play. Thank you, Mr. Cerrell.

[George Mc Quade, MAYO Communications]

Joe Cerrell & Family,

Our deepest symphathy to a man dedicated to his family, charity and then his job in that order. He was firm, smart and direct, which is why many people respected him. I was his media director before 9-11 hit, and he was so moved that he flew to New York to comfort firefighter and police families. He was also a big contributor to the American Italian Association, and loved the New York Yankees. My first day on the job, he ordered me in his office to make sure the NY Yankees and Boston Red Sox game was streaming on his computer. He was a big baseball fan.

Gone, but not forgotten. Joe your legend lives on. RIP. George Mc Quade

[John Cleary]

I was a student of Joe Cerrell and learned so much from him and Dr. Larry Berg of the Institute for Politics and Government at USC.

Years later, I bumped into Joe at the capital building in Sacramento. He was the epitome of class and graciousness and took time form his busy day to spend time with me discussing the issues of the day.

I am so sorry to hear of his passing. He will be missed.

[Judge Kenneth Lee Chotiner (Ret.)]

With love, admiration and friendship, we remember the Democratic National Committee days in 1962, Joe being my political consultant in my first judicial election in 1982 and all subsequent elections. Joe was a mentor, friend and political sage. We treasured our times with him.

Judge Ken & Flo Chotiner