Portfolio

Strategic Communications Planning

As an Accredited in Public Relations professional, I use a four-phase concept of research, planning, implementation and evaluation to develop strategic communications frameworks around any issue, event, program or campaign a company is handling. From the roll out of a new health initiative to the launch of an educational consultancy, my strategic communications plans have increased awareness and secured advocates among a wide variety of audiences. 

See the strategic communications plan that earned me my APR. 

  • Led strategic communications plans to include research, planning, implementation and evaluation that led to increased awareness and support of several initiatives.
  • Provided start-up communications planning for expat entrepreneurs, such as a wellbeing consultancy in Brazil and a co-working space in China.
  • Crafted social media plans for bringing entrepreneurs online and giving them a cohesive presence.
  • Created crisis communications plans to effectively handle emergency events, such as aircraft crashes and chemical spills.
  • Performed key roles in re-branding two Army posts as Joint Bases under the U.S. Air Force and Navy.
  • Researched opportunities, wrote speeches and coordinated special events for commanders’ community outreach program, resulting in positive reception among the communities where the military operated.
  • Developed marketing messaging for product launches, including positioning statements, elevator pitches, tag lines and key talking points. Produced press releases, social media posts and other communications collateral, resulting in increased market share and sales of various geospatial solutions.
  • Directed communication strategies with executive leadership, especially around COVID-19 and workplace evolution initiatives current to today’s ever-evolving business landscape, providing employees and other stakeholders with clear, caring and consistent information about the company’s plans and status.

Media Relations and Training

Developing relationships with journalists from all over the world, I’m an experienced spokesperson with a keen understanding of how to work with media in crisis and other public relations activities. I’ve been quoted in national publications, and I have contributed to professional publications, like GeoConnexion and Public Works Digest. I also provide expert training in how to interact with a variety of media members and conduct press conferences.

See samples in key message development,  statement creation, media pitch and press release. Further media relations accomplishments:

  • Trained more than 500 service members and other subject matter experts per year in media relations, resulting in monthly coverage in local and national outlets.
  • Established and maintained effective working relationships with representatives of print, broadcast and online media.
  • Acted as lead spokesperson for local, national and international media queries, producing press releases, media pitches and talking points, responding to more than 50 requests per year.
  • Conducted several local and national interviews during crisis communications events, such as equipment accidents, deaths of service members overseas, bomb scares and humanitarian missions resulting from natural disasters.
  • Created specialized media lists and editorial schedules for niche outlets, such as horticulture, home décor and design.
  • Developed and managed media training programs for executives and other company spokespeople to ensure a readily available pool of spokespersons to quickly and effectively accommodate media and speaking requests.

Content Marketing

Is content king or is it your delivery? Overseeing the production of external and internal communications program and then conducting content marketing strategies for independent contractors, I’ve learned it’s a combination of both. Content has to be unique, valuable and targeted to accomplish business objectives. From my own blog to hosting social media campaigns, content marketing is the way to establish credibility, gain recognition and become a trusted resource for your audience.

See examples of a case study, podcast and video. Key tasks in content marketing include:

  • Orchestrated messaging and other prime media activities for global events, including parent company’s international conferences and exhibitions. Prepared and performed 10+ TV and radio interviews annually, which improved brand awareness and preference for the company.
  • Created the initial social media program and policy for a military installation, including daily monitoring and updating of several accounts, leading to the No.1 information source for crisis communications among the community.
  • Crafted online content marketing strategies to increase the awareness of start-ups, such as an educational consultancy in the United States, a health and wellness firm in Brazil and a co-working space in China. 
  • Directed marketing messaging for product launches, including positioning statements, elevator pitches, tag lines and key talking points. Produced press releases, social media posts and other communications collateral, resulting in increased market share and sales of various geospatial solutions.
  • Worked on several agency account teams to create marketing materials for various clients in diverse industries, such as real estate, logistics and disaster restoration.
  • Demonstrated robust knowledge of digital/online strategies and traditional media while optimizing marketing efforts to lead content marketing for launch of new global website and rebranded company’s offerings as complete solutions provider in geospatial industry.

Management Experience

To lead, you must first be willing to do. Leadership is about setting the example for your organization and learning from others. Leading teams early in my career, I’ve had the privilege of mentoring and working with talented and dedicated communications professionals who taught me just as much as I taught them. I strive to develop and nurture teams of professionals capable and willing to push limits and discover creative solutions.

Leadership achievements:

  • Served as the public affairs officer in long-term transitional period, supervising and advising 30-35 civilian and military public affairs professionals in two geographically- and culturally-separated offices that produced internal and external information programs for more than 20,000 employees and 30 military units.
  • Created an office operating budget for the fiscal year that created year-end cost savings for the organization.
  • Transitioned a team to strategic business partners based on proven employee communications models, strengthening the trust and preference of executives to depend on the team for sound counsel and guidance.
  • Directed the functions of editors, photographers and journalists to produce the award-winning, weekly, installation metro and online newspaper.
  • Managed career development plans and evaluations for employees, securing numerous awards for exemplary performance and creating improvement programs for employees’ weaker areas.
  • Led and organized high-performing global network of communications professionals who delivered external and internal communications and effectively supported corporate entity and its business objectives.