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PR & corporate communications

I tailor organizational stories to targeted audiences to achieve results.

About Me

Helping organizations tell their stories is my passion. Targeting that story to the right audiences, including the right key messages, helps an organization protect its brand, retain customers and employees, and positions the organization for achieving its mission. It’s not only good business, but when coupled with measurable results, it’s smart, efficient business.

For more than 12 years, I’ve honed this skill to help organizations of all sizes, including Fortune 100, 200 and 500 companies, tell their stories. Doing this strategically assists organizations in achieving specific business objectives. To reach those goals, I ensure targeted results by identifying measurable communication objectives, conducting necessary research, and monitoring overall effectiveness.

My experience includes extensive internal communications:

  • Strategic communication planning and counsel
  • Branded employee campaigns
  • Executive presentations
  • Award-winning intranets and newsletters
  • Technical writing and instructional design

And, external communications:

  • Strategic communication planning
  • Media relations
  • Branding
  • Product launches
  • Award-winning websites
  • Marketing communications
  • Public affairs
  • Community relations
  • Social media
  • Crisis communications

As an accredited PR professional, I adhere to the Public Relations Society of America’s Code of Ethics.

Targeting a story to the right audiences, including the right key messages, helps an organization protect its brand, retain customers and employees, and positions the organization for achieving its mission. It’s not only good business, but when coupled with measurable results, it’s smart, efficient business.

 

 

Résumé

Professional Experience

 

Chief marketing officer
CTC, Inc. Rail engineering firm, specializing in highway-rail grade crossings
2012 – present
Communications manager for Texas
GE Transportation, Locomotive manufacturer
2012
Program communications manager
BNSF Railway, Class I railroad employing 42,000 employees
2009 – 2011
Lecturer
The University of North Texas, Four-year university with more than 36,000 students
Fall Semester 2009
Principal
Que Public Relations, Boutique public relations agency, specializing in strategic planning, integrated marketing communications and corporate communications
2006 – 2009

Key Career Accomplishments

    • Slashed trade association costs by more than $60,000 by successfully implementing an innovative database solution for departmental documents, including accident investigation files. Database was later adopted by all departments, saving more than $100,000.
    • Drafted and issued the Allied Pilots Association’s accident investigation report on Flight #587 to the National Transportation Safety Board (NTSB) by forging relationships with key subject matter experts. This report posted to the NTSB docket on schedule and resulted in positive media coverage for the union.
    • Successfully managed the Severe Acute Respiratory Syndrome (SARS) crisis internally by issuing twice daily hotline updates for American Airline pilot members, resulting in an 80-percent increase in telephone contacts.
    • Branded aerospace company and rolled out ad campaign to industry publications, resulting in 30-percent increase in name recognition along with endorsement by the Federal Aviation Administration. Retained after the company was sold to provide strategic internal communications.
    • Developed and executed marketing | ad plan for locomotive manufacturing facility to assist in establishing high performance work teams.
    • Led internal communications on a multibillion dollar initiative for a U.S. railroad, including branding and strategic communication plans. Strategically branded the initiative, developed strategic internal communication plans, and then rolled out campaigns, using change management “best practices” among 13 geographically diverse teams.
    • Developed and produced Fortune 200 safety insert for employee magazine as part of the organization’s strategic communication plan to raise awareness of safety processes and issues. Over a 5-year span, the organization’s accidents and incidents were reduced by a measurable amount.
    • Re-branded communication and signaling engineering start-up creating marketing communication strategy and tactics. Results eliminated debt ($1M) and increased sales by $1M during 2-year period.
    • Created and led community relations employee program that resulted in 750 employee hours and $15,000 contributed  annually (30-employee company).

Leadership Abilities

  • Renaissance attitude; “can do” mindset
  • Extreme organizational and time management skills
  • Analytical and strategic thinker
  • Decisive self-starter
  • Focused team player
  • Leads by example to encourage leadership innovation
  • Consensus and relationship builder
  • Thought leadership on communication channels
  • Quick learner
  • Creative
  • Careful listener
  • Strong interpersonal skills
  • Team player
  • Respectful and engages team

Job Skills

  • Strategic planning
  • Marketing communications
  • Change-management communications
  • Employee communications
  • Media relations
  • Desktop publishing (Adobe software suite) and Microsoft Office suite
  • Brand management
  • Social media
  • Portuguese (beginner | mid)
  • Experienced AP-style editor
  • Vendor management
  • Budget | project management
  • Exemplary storyteller
  • Design | html
  • Technical writing | Instructional design

Education and Accreditation

  • Master of Journalism, journalism (strategic communications) with minor in English/technical writing (University of North Texas, Denton, Texas)
  • Bachelor of Arts, English (University of Iowa, Iowa City, Iowa)
  • Accreditation in public relations (Universal Accreditation Board)

Awards

2013

AMCP Hermes Creative Award Honorable Mention (marketing collateral)
AMCP Hermes Creative Gold Award (logo design)

2011

PRSA Bronze Anvil Award of Commendation (employee intranet)
Telly Bronze Award (safety communications video)
IABC Bronze Quill Award of Merit (internal employee campaign)
IABC Bronze Quill Honorable Mention (internal video)

2008

IABC Bronze Quill Award of Excellence (employee newsletter)
IABC Bronze Quill Award of Merit (identity)
AMCP Hermes Creative Award Honorable Mention (identity)
AMCP Hermes Creative Gold Award (branding)
AWC Clarion Award (website)
PRSA – Public Relations Society of America; IABC – International Association of Business Communicators; AMCP- Association of Marketing and Communications Professionals; AWC – The Association for Women in Communication


Affiliations

  • Public Relations Society of America (PRSA)
  • Fort Worth PRSA chapter board member, 2006 – 2011, 2013-2014
  • American Railway Engineering and Maintenance-of-Way Association

Contributing Author

  • “Widgets and why they’re important to PR” (Communiqué magazine November | December 2008)
  • “Understanding organizational ethics: How PR professionals can steer a safe course” (PRSA Tactics, September 2009)
  • “Take a sentimental journey: What sentiment analysis means for PR professionals” (PRSA Tactics, November 2009)

Industry Presentations

Download résumé here.

Contact Me