As vice president of FleishmanHillard's reputation management practice, Krystal helps leading healthcare brands with strategic communications planning and execution.FleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy. They have been named PRWeek’s Global Agency of the Year and Best Places to Work; a “Standout Agency” on Advertising Age’s A-List; NAFE’s “Top 50 Companies for Executive Women” for six years running; and among their firm’s award-winning work they've taken home 5 Lions in the past two years at the Cannes International Festival of Creativity. In their 70th year, FleishmanHillard has initiated a worldwide service commitment to support social inclusion in the communities in which we work and live. FleishmanHillard is part of Omnicom Public Relations Group, a division of Omnicom Group Inc., and has more than 85 offices in 30 countries, plus affiliates in 43 countries.

Developed and managed communications strategies, plans and budgets for B2B and B2C clients, including two community hospitals. Drafted, edited and managed print, online and social media communications designed to promote company brand, image and values. Developed strategic PR plans that included award opportunities, thought leadership opportunities, proactive pitches, social media content and speaking engagements. Drafted, edited and coordinated news releases, media responses, media alerts and placement of stories in national, local and trade publications. Served as the primary point of contact for incoming media calls, including requests for meetings and interviews with company executives and industry experts. Wrote and edited long- and short-form copy for blogs/bylines, websites, social media, presentations, training materials and more. Managed remote freelancers, writers, designers, photographers and in-house account executives. Successfully created and implemented an integrated SEO and social media strategy that boosted website traffic by 132 percent.

Worked on both the Microsoft account and healthcare team, which included a nationally-recognized pediatric hospital. Created product positioning and messaging to differentiate client products in market and expand visibility. Planned new product external launch and release while managing the cross-functional implementation of the plan. Coordinated news releases, media responses, press packets and placement of stories in national, local and trade publications. Drafted and managed print, online and social media communications designed to promote company brand, image and values. Served as the primary point of contact for incoming media calls, including requests for meetings and interviews with company executives and experts. Built and maintained media lists and developed and wrote research reports.

Managed planning and printing of advertising and marketing collateral for major national retailers. Examined job orders to determine quantity, stock specifications, colors and special printing instructions. Maximized sales by shipping on time and accurately. Established long-term customer relationships through prompt and courteous service.

Established and maintained external communications calendar, and managed scheduled assignments. Developed, managed and executed successful social media campaign of being the first hospital to live-tweet a kidney transplant operation. Awarded the Greystone.net and Staywell Custom Communications Best-in-Class 2009 Gold Web Award for Best Use of Social Media for live-tweeting kidney transplant. Managed pitching, facilitating interviews and coverage of high-profile media stories, including Dennis Quaid visiting Children's, the 100th heart transplant and that patient throwing out first pitch at the World Series in Boston. Developed and executed media strategy to highlight work of nursing staff in key local and trade publications. Produced health tips to send regional organizations, respond to ProfNet/HARO queries, and wrote press releases and media alerts for hospital events. Provided feedback to all departments on brand consistency in outbound communications. Wrote press materials in accordance with brand standards and AP style. Proactively pitched healthcare, employee and patient stories to local, national and trade media. Managed media inquiries, external messaging and crisis communications. Managed on-site media to ensure accordance with HIPAA.

Served as liaison between public relations agencies and the media. Guided clients to specific media distributions that would meet their needs. Edited press releases and media alerts using AP style.* Ability to organize, multi-task and beat deadlines * Efficiently edited press releases and media alerts leading to months of error-free success

Proficiently wrote and edited client press materials, marketing collateral and internal company newsletters. Created and routinely updated local and national media lists. Created, updated and delivered capabilities pieces to send to potential clients. Planned and effectively executed special events. Routinely pitched healthcare stories to local media outlets. Organized, filed and delivered media clippings to clients. * Planned and executed media event for high-profile patient and special guest – Rep. Kay Granger.* Awarded bronze in the 2005 Magellan Awards Communication Campaign Competition.