2020 VSI Executive Management Training

Mark Pfeifle, National Sheriff’s Association’s Senior Advisor for Marketing, Strategy and Communications

Mark founded Off the Record Strategies in 2011. He assists corporations, governments, universities and non-profit groups in building long-term relationships by providing superior service and innovative problem solving.

Pfeifle was deputy national security advisor for strategic communication and global outreach at the White House from 2007 to 2009. Mark was interagency coordinator for national security and communication implementation, leading the successful effort to promote the “surge” of U.S. forces into Iraq in 2007 and initiatives to de-legitimize al Qaeda and advocating for freedom, liberty and human rights.

He served as press secretary at U.S. Interior Department and as a director at U.S. Treasury Department.

Mark media trained dozens of federal cabinet secretaries, members of congress, foreign
leaders, federal and state candidates, elected officials and corporate and nonprofit leaders. He has led media training and crisis management seminars for the National Sheriffs’ Association, U.S. Marine Corps and local and national law enforcement offices, departments and various other organizations and individuals. Mark appears on national networks including CBS News, BBC, MSNBC, Al Jazeera, CNN and Fox News. His commentaries are read in TIME, Wall Street Journal, Foreign Policy and Christian Science Monitor.

Mark was one of the first advisors sent by the White House to New York City after 9/11, was detailed to DHS to assist first-responders after Hurricane Katrina, was awarded an Edward R. Murrow Award for radio news reporting, is a recipient of a Polly Award for Best Overall Internet Strategy Campaign and was recognized with the US Army’s Outstanding Civilian Service Award. He has led seminars and panel discussions at the CERT-RO Conference on cybersecurity in Bucharest, Romania, University of Melbourne, University of Essex, Tokyo University and the American Center in Japan, in 2018; Daniel Morgan Graduate School of National Security, The Henry Jackson Society at Westminster Palace in 2017; Oxford Union Society in 2012; and Kellogg School of Management at Northwestern University in 2011.

Patrick Royal, National Sheriffs' Association's PIO

Pat is a Communications Consultant and Media Strategist that specializes in media relations, crisis communications, media training and overall strategic planning. In that capacity he serves as the Public Information Officer for the National Sheriffs’ Association.

He has successfully helped numerous clients execute effective communications plans to gain positive media coverage for their campaigns and events including George W. Bush Presidential Library dedication and the past eight National Sheriffs’ Association conferences. He also has appeared as a spokesperson on national and regional television and radio, as well as numerous newspapers of note. Placement includes television networks such as NBC News and CNN and major newspapers including The Washington Post, New York Times and The Wall Street Journal.

He has managed television and logistics on five national political party conventions including those in Minneapolis, Tampa, Boston, Denver and New York City, as well as all the Presidential debates in 2004 and 2008, and the Presidential Inauguration.

Additionally, he has media trained and advised spokespeople from Presidential Candidates to grassroots advocates including sheriffs, Members of Congress, Governors, Cabinet Members, business leaders and no-profit and association heads.

Prior to starting his own media consulting firm, he was Director of Media Affairs at the Republican National Committee where he spearheaded the Committee’s national and regional media operations for the 2008 Presidential campaign. He has worked in the Senate; on statewide and presidential campaigns; in the press office at the White House Office of National Drug Control Policy; as well as a vice president of a PR firm and a national trade organization.