Rocio Estrada, M.A. Email and Phone Number

Work with senior staff & clients to support comprehensive communication planning, messaging, materials development, and evaluation.

The Senior Communication Specialist is responsible for driving external communication strategy for the Greenpeace US Executive Team, including media relations, social media, and internal communications, as well as the Greenpeace US organizational brand. *Led the development and execution of comprehensive external communication strategies to enhance the visibility and impact of Greenpeace USA's Executive Team.*Formulated and implemented strategic communication plans aligned with organizational objectives, leveraging diverse platforms for effective message dissemination.*Orchestrated media relations, social media, and internal communications efforts to amplify the profile and reputation of the Executive Team.Key Achievements:*Directed the speechwriting and talking point development process for Executives, crafting compelling speeches, keynote remarks, and event talking points.*Cultivated and maintained relationships with key media outlets, reporters, and news decision-makers, fostering opportunities for organizational visibility and engagement.*Led communication strategy for crisis response situations, ensuring timely and coherent messaging across Greenpeace USA's Executive Team's social media platforms.*Collaborated cross-functionally to develop integrated communications plans for campaigns, driving cohesive and impactful outreach initiatives aligned with organizational objectives.

Build overarching, integrated strategic communications plans for campaigns, identifying keyaudiences and how to best reach them.♦ Develop and maintain relationships with reporters, television producers, and other newsdecision-makers in the United States.♦ Contribute to action development, development of online assets, and campaign strategy.♦ Design creative communications tactics to meet strategic needs.♦ Produce written materials including press releases, press advisories, op-eds, letters to the editor, factsheets, etc.♦ Identify, brief and train Greenpeace employees to act as spokespeople. Participate in the planningmeetings of Greenpeace project teams and provide ongoing advice about media aspects of thecampaign.♦ Facilitate the needs of media requests including background materials, appropriate spokespeople, etc.Develop regional, national and international communication and media strategies, including thedevelopment of key messages for Greenpeace campaign projects.♦ Manage the creative production process with internal staff or creative agencies for relevant materials,when needed..♦ Manage the health of various online social communities through message guidance and outputmanagement. Work with the social media team to plan and implement weekly social media output, aswell as community management.♦ Oversee the monitoring and analysis of media coverage relevant to Greenpeace campaigns andoverall mission.♦ Coordinate and communicate media strategies with Greenpeace International, contributing tointernational strategy when possible.♦ Lead communications strategy for a crisis response situation, including initiating the response.♦ Lead other teams in the implementation of Greenpeace’s strategic direction and communicationdesign across multiple platforms, including visuals, traditional media, digital technologies, andcreative confrontation.

*Plan, implement, and coordinate nationwide community outreach strategies for the Hispanic/Latino community in the U.S. in support for clinical trial recruitment and vaccinations.   *Initiate stakeholder engagement and support the development and promotion of partnerships and relationships with federal and non-federal partners, public health stakeholders, advocates, and consumers. *Identify potential community thought leaders and key influencers that help promote campaign awareness in key communities. Monitor Spanish and English digital outreach and marketing efforts via multiple distribution channels and measure their impact to help ensure the content is reaching the target audience segments. *Offer insights, recommendations and plans of action for future direction of outreach programs so they maximize effectiveness of vaccination efforts as well as clinical trial recruitment services provided to the intended Latino/Hispanic/LatinX communities.  *Develop enhancements to program initiatives, data collection, summarization, and presentation. *Conduct exploratory calls with partners and potential external collaborators and open two-way communication across internal staff and teams to ensure timely deliverables.

*Served as the communications lead for various departments, leading strategic development and implementation of communication plans and strategies for external projects and events. *Ensured complex, potentially controversial, and politically sensitive issues were appropriately articulated to multiple audiences and amplified across communications channels. *Increased multicultural engagement efforts by launching a Spanish Rockville Facebook page, Spanish news digest in Rockville Reports, and multicultural focus groups to improve understanding of community needs. *Boosted community participation and engagement by creating and directing six task and focus groups with community leaders. *Developed and implemented internal communications strategy to share information and engage internal audiences; managed internal communications stakeholder group to drive Mayor and Councils goals and priorities. *Edited and developed marketing and informational materials; drafted and edited announcements, blogs, talking points, press releases, and web copy.

*Provided communications support for various projects, campaigns, and events, including success stories, policy updates, fact sheets, talking points, press releases, and social media content. *Managed English and Spanish social media accounts and content for platforms to increase audience scope, reach, and engagement. *Communicated with staff on neighborhood issues, capital improvement projects, programs, and initiatives and developed partnership strategies to engage community organizations in affected areas.

• Edited monthly newsletters and hospital literature and distributed to staff and patients. • Created and provided in-service training to various departments regarding patient satisfaction and conflict resolution.• Analyzed complaint tracking database to identify trends in patient issues and report trends to Patient Advocacy Director and Vice President of Support and Staff.• Developed action plans to resolve obstacles in the patient experience and developed solutions for seamless service delivery for the patient and/or their loved ones.• Maintained an occurrence database to ensure accurate reporting, thorough investigation, and timely response of patient claims.• Recognized by patients and families as a Washington Hospital Center Star in the employee recognition program.