Basic Premise

The basic premise Expert Network is an on-call panel of expert writers, researchers, designers and PR professionals.
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President: Ellen Freudenheim MPH

Ellen is an award-winning writer and PR consultant who has spent decades in the interconnected worlds of social change, publishing and communications. Based in New York, she is the author of a half-dozen non-fiction books.
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Freudenheim has accumulated a varied list of “firsts.” She was the first to coin the term “fiscal fitness” for marketing purposes (when running the PR department of the retail division of Chemical Bank in 1982); the first to write a guidebook to the gentrifying borough of Brooklyn (in 1991, the first commercially published book of its kind in 50 years), and the first to identify a need for an interdisciplinary organization of NYC women in health management.
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A skilled media spokesperson, she also has diverse experience in nonprofit organizations, with a track record for progressive advocacy campaigns on social issues ranging from human rights issues to violence prevention to the “graying of America.”
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Freudenheim began her career as a qualitative interviewer in the market research department of Ogilvy & Mather advertising in London.
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She holds a masters degree in public health from Columbia University’s Mailman School of Public Health, and an MA in Social Science from the University of Chicago. She is a member of the American Society of Journalists and Authors, the American Public Health Association and American Society on Aging.

Click here for more on Ellen Freudenheim’s books and articles and blog

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Senior Researcher: Barbara Oliver, MLS

Formerly the Director of Research at The New York Times, she managed the research desks and editorial library of one of the world’ s preeminent news organizations for over a decade. She has worked with The Times’ domestic and foreign bureaus, at the HQ of the International Herald Tribune and with the multimedia divisions of the company.
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She brings years of extensive research experience as Research Editor at the St. Petersburg Times (FL) and at Towers Perrin’s strategic consulting division. A skilled interviewer, she has provided research for non-fiction bestsellers by well-known authors, including Maureen Orth, David Margolick and Diana Henriques. Barbara is Adjunct Professor at the CUNY Graduate School of Journalism in Manhattan, and a member of the Basic Premise team.

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Researcher: Laura Pinhey

Laura Pinhey is a professionally trained librarian and writer with more than a decade of experience performing research and providing reference services to a range of clients, including authors, publishers, scholars, teachers, and the general public. She holds a Master of Library Science degree from Indiana University and a BS in English from the University of Southern Indiana.

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Graphic Design: John Hall, John Hall Design Group

John has over 20 years experience as a graphic designer, and has art directed several award-winning national magazines, including Running Times, Experience, and the inflight magazine of Continental Airlines. He currently runs a design business on Boston’s North Shore, and manages a wide range of media projects including books, newsletters, catalogs, annual reports and a variety of marketing and advertising materials for print and online communications.www.johnhalldesign.com

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John also publishes a hyperlocal news and advocacy website in his home city of Beverly Massachusetts. The site, Save Beverly Schools, chronicles school funding issues in the city, and advocates for causes important to the education community.
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Editorial Services: Vivian Sudhalter

Vivian Sudhalter is an editor and writer who has held positions with many of the leading U.S. book and software publishers over the span of 40 years. Specializing in direct marketing of professional and reference materials, she is experienced in shaping text on such diverse subjects as scientific data analysis, alternative health issues and independent films. She is a Phi Beta Kappa graduate of Hunter College, NYC.


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Basic Premise LLC works on special projects and research-based PR initiatives.

    We write PR plans, brainstorm about positioning, and create content, in the form of E-books, blogs, and articles.

    Our focal areas are health and human rights, aging and the longevity revolution, and the celebration of local solutions to big picture problems.

    Clients use our work for public education, in lobbying for legislative change, and to influence thought leaders.

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