"I've been asked to speak to groups to try to explain [the voice of @NJGov]. I tie in the personality to a sort of bullied kid. A lot of people have this experience... And New Jersey is a bullied kid."

Leading up to and during the COVID-19 Pandemic, many different US government agencies took to social media to assuage, educate, and help constituents cut through the noise and deliver direct, meaningful help during trying times. @NJGov was a large part of that... along with a heaping side of Jersey personality. 

Chief architect of this unique voice was Pearl Gabel, former digital director for the State of New Jersey, and a former journalist/videographer turned marketing strategist. Pearl generously sat down with me to discuss her passion for all things Jersey, her post-government career path, and the challenges of building your own brand name when you've spent so much time doing it for others.

You can find Pearl on social media platforms @PearlGabel, and reach out to her directly through her current agency, http://moxie-strategies.com