Sherri Eng Email & Phone Number

Oakland, California, United States

Alameda, Ca

Develops strategic outreach plans and manages tactics for integrated communications programs, large-scale events and day-to-day operations, managing teams of communicators and content creators for the Coast Guard’s 11th District. Supervises, trains, and assigns, monitors and evaluates the work of public affairs staff located in Northern and Southern California.• Performs media relations, such as drafting news releases, fielding inquiries, escorting media representatives, and serving as official spokesperson to increase public awareness of the Coast Guard and its activities. • Conducts crisis communications during critical emergency situations (i.e., Hurricane Harvey, and Cosco Busan and Dubai Star oil spills). Holds FEMA PIO Type 1 qualification and numerous Incident Command System course certifications (ICS-100, 200, 300, 400, 420, 700, 800). Deployed to Hurricane Harvey response, establishing a fully-functioning media information center, leading a team of public affairs specialists who answered media inquiries, facilitated interviews, captured imagery, issued news and photo releases, wrote stories, and initiated social media posts highlighting Coast Guard operations. • Crafts talking points and briefs Coast Guard officials in preparation for press conferences; conducts public affairs training for crewmembers, ensuring consistent response to media inquiries.• Writes articles and shoots photos/video documenting Coast Guard activities; employs social media tools to disseminate information to the media and the public.• Coordinates with multiple Coast Guard units and external agencies on community relations events, such as hospital and shipboard visits, to promote community goodwill.

Alameda, Ca

• Developed and implemented strategic communications plan for the Coast Guard’s new Doctrine Division.• Edited and wrote standard operating procedures to ensure consistent mission training and performance.• Designed and managed Intranet sites for internal work groups.• Set up contracts and develop relationships with outside print vendors.

San Francisco, California, United States

Oversaw public affairs and communications program for San Francisco VA Health Care System (SFVAHCS), which consists of the San Francisco VA Medical Center and six Community-Based Outpatient Clinics throughout Northern California, and serves more than 70,000 Veterans a year. * Evaluated the effectiveness of SFVAHCS’s public affairs program and adjusted activities accordingly to ensure a positive public image of the facility and its services. Employed the use of social media and web metrics, and other methods, to gauge performance of program. * Advised the SFVAHCS Director and Executive Leadership Team on all issues relating to community awareness and public information affecting SFVAHCS. * Developed strategic communications to inform diverse audiences – Veterans, media, congressional representatives, Veteran service organizations – about SFVAHCS’s programs and offerings, as well as impacts of Department policy changes. Utilized a variety of communications products, including social media, electronic message boards, flyers, posters, brochures, news releases and web features to disseminate information.* Responded to all media inquiries and proactively pitches stories of interest to the media; fostered positive relationships with the media; served as spokesperson; coached, trained subject matter experts to effectively communicate with the media.* Established and maintained positive relationships with community and neighborhood groups in the vicinity of Medical Center; regularly partners with local city, state and federal agencies.* Spearheaded internal communications program with intent to promote employee engagement. * Served as the “voice” of the SFVAHCS Director, writing speeches, all-employee emails on the Director’s behalf. * Coordinated, hosted and promoted special events, congressional and VIP visits, Town Hall meetings, etc. * Supervised public affairs staff and was responsible for performance management, and assignment and evaluation of work.

Albany, Ca

Directed and managed public affairs program to inform and educate the general public, media, local, state, Federal agencies, community organizations and industry partners, and congressional representatives on research activities conducted by the U.S. Forest Service’s Pacific Southwest Research Station (PSW), which has research facilities throughout California and Hawaii.* Distilled and interpreted complex scientific research findings for various internal and external audiences with the purpose of enhancing public understanding of the Station’s work and mission; assures that PSW's messaging is consistent with and supports national policy and the Chief’s Office.* Developed public affairs programs for research applications and technology transfer; evaluated effectiveness of such programs by analyzing performance metrics.* Provided expert advice about the effects and relationship between the Station’s programs and the social, economic, and political environment of the Station and other communication matters.* Planned, directed, and conducted liaison programs with the media, interest groups, congressional members/staff, other government agencies, NGOs, and the general public.* Sought and developed partnership opportunities that will showcase and utilize the Station’s research and expertise.* Served as Station spokesperson.* Crafted, reviewed, and recommended Station responses to the Chief’s Office about legislative proposals; produces talking points and briefing papers in response to congressional inquiries.* Participated as a member of the Station Leadership Team in the formulation, establishment, and monitoring of policies and programs impacting the Station, such as workforce planning, research deployment, and external and internal relationships.* Managed all human capital functions, including supervision, performance management, and assignment and evaluation of work, for the research station’s communications staff; managed department budget.

Albany, Ca

Implemented national external and internal communications programs for the U.S. Forest Service’s Washington Office.* Instrumental in the design, creation and implementation of the newly redesigned national Forest Service web site. Led content management/development efforts, including writing, editing and developing content. Worked with internal stakeholders throughout the agency on how best to present information online; and to ensure consistent messaging throughout the agency.* Collaborated with regional and national FS offices, and other research stations on developing partnerships and ensuring consistent messaging within the agency. Served as liaison between the national office and the field and provided guidance on implementing national policy. * Created and led a national working group of research and development public affairs specialists designed to address communications issues affecting research stations nationwide. Worked collaboratively with research stations to develop a national media training program for scientists and other R&D representatives.* Evaluated media requests from the field and provided guidance on how to handle such requests to ensure that national policy was followed.

Albany, Ca

Implemented external and internal communications programs for the U.S. Forest Service’s Pacific Southwest Research Station (PSW).* Performed work related to public affairs program activities, such as developing strategic communications plans, establishing internal media policy, and evaluating agency public affairs programs. * Advised PSW leadership on sensitive matters relating to communication with the media and the public, with consideration to the social, economic and political environment of the PSW and the agency overall.* Established and developed relationships with the science community, general public, news media, community groups, agency stakeholders, other federal and local government agencies, and PSW employees with the purpose of communicating and disseminating information about PSW’s mission, programs, activities and initiatives. * Worked collaboratively with Region 5 on developing community partnerships and media connections (i.e. conducted joint media visits and escorts).* Fielded and responded to public and media inquiries; fostered and maintained media contacts; pitched stories to the press; served as Forest Service spokesperson; advised senior management and staff on public affairs issues; and coordinated media interviews with key officials.* Developed and wrote annual reports, talking points, news releases, newsletters, fact sheets, blog posts and articles; managed all aspects of publication production; and produced and edited video and still images.* Initiated and spearheaded PSW’s social media program, utilizing tools such as Twitter, Flickr and YouTube.

San Francisco, Ca

Prepared and executed customer communication programs, including project plans, budgets, timelines and communication documents. Managed budgets and in-house staff and contractors.• Developed and advised management on strategies to support company products, initiatives and events on PG&E’s web site (www.pge.com); provided guidance to business partners on web content development; wrote and edited web site content; worked with web development team on best strategies for presenting information online; and ensured that site adhered to company’s brand guidelines. • Implemented video boards with customer-friendly messages at seven customer service offices, which improved office traffic flow and heightened customer awareness about PG&E’s services and programs. • Assessed PG&E’s 75 customer service offices’ signage needs, developed a new branded design, and coordinated signage installation, which improved customer communication and gave the offices a consistent look and feel.• Crafted talking points and customer communications regarding rate changes for customer-facing service and sales representatives, which ensured consistent company messaging.

San Francisco, Ca

Performed public relations, media relations, editing/writing and event planning duties for the Main Library and its 27 branches. Supervised five-person public affairs staff and managed department budget.• Developed, directed, implemented and evaluated citywide public awareness campaign for the Branch Library Improvement Program, resulting in widespread public and media attention for the temporary closing and reopening of 13 branch libraries. • Established and developed relationships with the general public, news media, government agencies, community groups and non-profit organizations with the purpose of communicating and disseminating information about the Library’s programs, activities and initiatives. • Fielded and responded to public and media inquiries; maintained media databases; served as Library spokesperson; provided media training to Library staff; and coordinated media interviews with key officials.• Oversaw editorial direction of and provided daily updates to Library’s external web site (www.sfpl.org); produced web copy; and coordinated the development and implementation of blogs. • Wrote and edited all publicity materials, including newsletter, news releases, public service announcements, brochures, backgrounders and fact sheets.• Completely redesigned the Library’s monthly newsletter and streamlined production process, ensuring timely delivery of a high-quality, professional-looking publication.

San Francisco, Ca

Served as web content manager.• Produced steady increases in page views, user sessions and session length by developing content, managing structural redesign, site promotion and audience outreach of the California Judicial Branch’s public (www.courtinfo.ca.gov) and extranet web sites. Site was chosen among 2,400 web sites worldwide and awarded a 2004 Top 10 Justice Served Award.• Determined best strategies to present information online using various forms of technology; fielded and implemented content changes from agency and court staff; and enforced site style standards. • Managed the production of external publications, including fact sheets, judicial leaders directory and marketing collateral. • Managed agency’s photography requests; coordinated and art directed semi-annual “Day in the Life of the Courts” photo shoot; established and maintained agency’s digital photo archive; and shot photos for web site.

San Francisco, Ca

• Wrote stories on management, leadership and workplace trends for the weekly magazine. • Edited copy from staff and freelance writers for print and online publication.

San Francisco, Ca

Wrote, edited and managed production of internal and external print and online publications.• Created content for employee newsletter, Giants magazine, Giants Yearbook, sales and marketing collateral, and team web site.• Doubled number of page views for team web site (www.sfgiants.com) to 5 million per month in a year’s time by instituting new features and online player chats, and improving daily game coverage.

San Jose, Ca

• Wrote about a broad range of topics, including small business, banking, careers and workplace issues for Business; East Palo Alto city news for News; Alameda County prep sports and outdoors activities for Sports; and travel, health and fitness and food for Features. • Conceived, developed and produced Getting Ahead, a 16-page consumer-oriented weekly offering how-to advice on careers and money. Planned story mix and established the section’s focus and identity.

Master'S, Journalism

Master'S, Library And Information Science

Bachelor'S, Business Administration