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Work

Brand and Employee Storytelling

As Corporate Communications Manager at MJHS, I lead proactive storytelling to elevate the MJHS brand with internal, media, stakeholder and government audiences.

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  • Identify and pitch employee and brand stories to trade, local and national outlets, across broadcast, radio, print and online, with secured coverage in CBS, Staten Island Advance (pictured), NY1, iHeart Radio, News12, The Brooklyn Paper and McKnight's Long-Term Care News

  • Adapt media relations strategies and materials, in conjunction with a translation agency, to engage community media, like World Journal (Mandarin), Telemundo (Spanish) and El Especialito (Spanish)

  • Train corporate leaders and frontline staff for media interviews, including drafting messaging and on-camera coaching (everything from what to wear to speaking cadence)

  • Create employee-focused or support employee-generated social media content designed to generate earned media opportunities

  • Amplify earned media coverage with relevant industry associations securing inclusion in weekly industry newsletters and encouraging associations to engage with social media posts promoting coverage

  • Repurpose earned media stories for email marketing, fundraising events, annual reports and staff-appreciation intranet posts

  • Set up and manage daily Cision coverage monitoring reports and advise team on coverage trends

Issues and Crisis Management

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As Strategic Communications Consultant at Crestview Strategy, I led the Ontario Long Term Care Association account during the COVID-19 pandemic, when the long-term care sector faced unprecedented public scrutiny, a public review and multiple ombudsman reports.

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  • Advised on issues and crisis communications, including leading media responses to emerging sector issues (for example, making public the Association's support for government vaccine mandates)

  • Expanded media engagement beyond provincial political reporters to include health, business, national media and columnists, while arranging background briefings and relationship-building meetings with key journalists (for example, with André Picard as he wrote his book Neglected No More about the sector)

  • Managed inbound international media interest from outlets including CNN, The New York Times and The Economist, shaping their stories with background briefings and data while connecting them with aligned industry spokespeople

  • Counselled the Association's members on media relations, including drafting presentations for member and board meetings

  • Secured strategic thought leadership opportunities, including drafting and placing a Toronto Star op-ed (pictured) as well as pitching and booking a Canadian Club event to help reset the narrative about the sector

Thought Leadership

As a Corporate Affairs Consultant at NATIONAL Public Relations, I developed and executed thought leadership strategies that positioned clients as credible voices on key issues and strengthened their reputation in new markets.

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  • Led media strategy and engagement for Blackstone's Steve Schwarzman’s Canadian book tour, securing and staffing media opportunities, including Bloomberg interviews as well as cover features in the Financial Post and The Globe and Mail Report on Business (pictured)

  • Led media strategy and engagement for former Halifax Mayor Mike Savage’s annual Toronto visit, positioning it as a trade mission to attract investment securing media appearances on Breakfast Television and CTV News Channel

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