Sandra Peterson Email & Phone Number

Milwaukee, Wisconsin, United States

I provide strategic leadership for the public relations function of the Archdiocese of Milwaukee, developing and directing the message of the Catholic Church in southeastern Wisconsin to stakeholders, media and community leaders. I collaborate with and support the communications of Archbishop Jerome Listecki, the parishes, schools and institutions of the.

Greater Milwaukee

• Lead the agency’s reputation management discipline including the planning and implementation of crisis communications programs, development of strategic communication plans, and management of emerging crises and.
• Developed crisis communications webinar attracting more than 100 senior and mid-level executive attendees from throughout the Midwest.
• Introduced a proactive reputation management protocol helping clients manage their online reputation as a critical component of ongoing brand maintenance.
• Guided clients through high-profile issues with positive outcomes.
• Conducted thorough research and evaluation of a new crisis notification system adopted by the agency for current and future clients.

Greater Milwaukee Area

• Lead and managed two key committees to ensure continued progress in emergency communications and emergency preparedness.
• Provided communications planning and consultation for strategic initiatives.

Greater Milwaukee Area

• As a member of the Milwaukee Regional Medical Center senior executive team, I managed the organization’s communication activities in support of the six MRMC member organizations which include Froedtert Health.
• Developed campus-wide emergency communication system to alert hospitals and clinics of incidents that could impact normal operations.
• Managed communications regarding the Zoo Interchange reconstruction project to maintain the daily commute of 30,000 employees, patients and visitors to the campus and ensure no interruption of the $2.9 billion revenue.
• Provided strategic communication leadership and planning for major restructuring of Flight For Life, including the launch of three ground intensive care ambulance bases.
• Collaborated on government relations efforts to ensure city approval of major campus projects including reconstruction of a major campus thoroughfare.
• Built teams of communication and government relations executives to successfully collaborate on public affairs on behalf of the campus and its member organizations.

Waukesha, Wisconsin

• As chief communicator for a regional health care system, I lead the development and implementation of communication plans and strategies which advanced the organization’s business, marketing, human resources and.
• System spokesperson and public information officer who successfully guided the organization through multiple high-profile issues and crisis situations with positive outcomes.
• Served as trusted counsel for executives, physicians and board members.
• Fostered relationships with key community groups, public officials and the news media.
• Consistently out-performed largest competitor earning more than 50 million local, regional and national media impressions per year on behalf of the ProHealth Care organization.

Menasha, Wisconsin

• Public relations leader for regional integrated health system.
• Managed media relations on the local, regional and national level including media training and crisis communication.
• Managed internal communication to 4,300 employees and web content of public relations activities.
• Increased monthly print, online and television news media exposures by 150 percent.

Oshkosh, Wisconsin Area

• Managed public relations division of advertising agency.
• Developed strategic communication plans and public relations budgets for agency clients.
• Gained media placement in regional and national food industry publications on behalf of global food manufacturing companies such as Hershey, Blue Bunny and Anchor Foods (now McCain Foods).

Green Bay, Wisconsin Area