Petar joined BICOM in October 2000, when it was set up the Cross Community Emergency Co-ordination Group, an alliance of UK Jewish groups in response to the contemporary Middle East crisis. Petar originally joined on a short-term secondment from Shandwick International's public affairs division. PR Week reported at the time:
Petar, then a consultant with Weber Shandwick Worldwide, was named as BICOM's first director of strategic communications when the group relaunched in October 2001. Petar told PR Week:
- We will act as a research body providing information to the media when, for example, they want to make programmes about Israeli issues. In terms of rebuttal we see ourselves as a vehicle for the Jewish community to address messages rather than us doing it directly ourselves.
Good Relations Political
- On his personal notepaper, Mr Balls listed Geoff Mulgan, a former Blair adviser; Jonathan Kestenbaum, former chief executive of the National Endowment for Science, Technology and the Arts; and Alastair Campbell, the former No 10 communications chief, as likely suspects.
Petar founded Tetra Strategy in 2007 with James O'Keefe, according to the firm's website. According to PR Week, O'Keefe left Good Relations Political in the summer of 2007, and subsequently recruited four of his old colleagues in the following weeks, of whom Petar was the most senior.
Petar introduced Adam Werritty, an associate of former Defence Secretary Liam Fox to the venture capitalist Harvey Boulter, prompting a controversial meeting between then Defence Secretary Liam Fox and Mr Boulter in Dubai in June 2011.
In a statement to the Guardian on the episode, Tetra stated:
- Tetra Strategy was retained in 2010 to provide litigation PR assistance to the Porton Group in connection with its ongoing High Court claim in England against 3M. The case concerned the development of new MRSA testing technology developed by the MoD. Tetra introduced its client to Adam Werritty in March 2011, who was widely believed at the time to be an official adviser to Dr Liam Fox. The purpose of the introduction was to brief the MoD on the litigation. The suggestion by the Guardian that Tetra was paid to arrange a "secretive" meeting with Dr Fox is not true and is expressly denied. Tetra is referring this matter to the PCC."
In March 2015 Peter announced he would be leaving Tetra to establish Aperture Communications.
In a statement O'Keefe said:
- 'After eight successful years of growing Tetra Strategy together we are today announcing the dividing of the business.'
- 'The decision to separate into two companies has been planned for a number of months. We believe that both companies will go from strength to strength, and wish each other well in what is an exciting time for us all.'
- Lee is a Founding Partner at Tetra Strategy., Tetra Strategy, accessed 8 August 2012.
- Peter Simpson, UK'S JEWS SET UP CRISIS PR 'NERVE CENTRE', PR Week, 27 October 2000.
- WSW CONSULTANT TO RUN PR STRATEGY FOR JEWISH GROUP, PR Week, 26 October 2001.
- HEADHUNTERS APPOINTED FOR JEWISH PR BODY POST, PR Week, 27 September 2002.
- Alex Black, PRO-ISRAEL GROUP CHIEF SET TO QUIT, PR Week, 1 July 2005.
- Jim Pickard and Sam Jones, Donor revelations add to pressure on Fox, FT.com, 14 October 2011.
- Holly watt, Labour coup: Ed Balls kept secret list of Blairite opponents, The Telegraph, 10 June 2011.
- About, The Tetra Model, Tetra Strategy, accessed 8 August 2012.
- Good Relations loses four lobbyists to Tetra, Pr Week, 14 September 2007.
- Candice Krieger, Lee Petar goes from Bicom to doing PR for the Sheikh of Dubai, JC.com, 6 June 2008.
- Rupert Neate and Patrick Wintour, Revealed: how lobbyists were paid to facilitate meeting with Liam Fox, The Guardian, 10 October 2011.
- David Singleton Tetra Strategy boss quits to set up alone Public Affairs News, 16 March 2015, accessed 15 April 2015.