PR Firm Used Mayor's Name to Promote His Brother's Real Estate Business

October 1, 2026 - 04:47

A public relations firm has stopped using Mayor Daniel Lurie's name to secure press coverage for his brother, a luxury real estate agent, after questions were raised about the practice.

The firm had been name-dropping the mayor in pitches to journalists as a way to generate media attention for Alexander Lurie, who works in high-end real estate. The tactic came to light following scrutiny from Power Play, which examined how the mayor's name was being leveraged for promotional purposes.

In response to the questions, the firm stated that Alexander Lurie was not aware that his brother's name was being used in this manner. The firm also confirmed that the practice would be discontinued immediately.

The situation highlights the fine line between family connections and public office, especially in a city where political relationships often overlap with business interests. While there is no indication of any wrongdoing by the mayor or his brother, the incident raises concerns about how the mayor's name and influence might be used by others for commercial gain.

Representatives for the mayor have not commented publicly on the matter. The firm has not released additional details about how long the practice had been in place or which outlets were contacted.