Communications & Reputation Management

Protecting brand trust through strategic communications and executive alignment.


I led an integrated communications strategy that strengthened reputation, unified internal and external messaging, and built alignment across the C-suite during times of growth, scrutiny, and change.

Overview

MultiCare needed a comprehensive communications strategy to:

  • Unify the system’s voice across departments and media

  • Build brand trust with employees, consumers, and community stakeholders

  • Navigate complex issues and respond quickly to emerging events

  • Strengthen internal engagement and reduce messaging inconsistency

There was also a critical need for tighter executive alignment and governance to ensure consistent tone, timing, and messaging across all channels.

Results

  • 3x increase in earned media coverage, with improved tone and message pull-through

  • Strengthened brand reputation and trust scores, as measured in ongoing tracking studies

  • Increased executive alignment, reducing lag time in issue response and boosting organizational confidence

  • Higher internal engagement with employee communications and executive messaging

  • Positioned the communications function as a strategic partner to leadership

What We Did

  • Built and executed an enterprise-wide communications strategy aligned to brand and reputational priorities

  • Developed messaging frameworks, escalation protocols, and issue response plans

  • Engaged directly with the board and executive leadership to secure alignment on narrative, risk tolerance, and channel strategy

  • Elevated internal communications by upgrading tools, cadence, and content strategy

  • Used real-time insights from reputation monitoring and brand tracking to optimize messaging and narrative arcs

Referenced Materials

Available upon request

  • MultiCare Reputation Monitor – Brand sentiment and media tracking summary

  • MultiCare Sponsorships POV – Strategic narrative alignment

  • Sponsorship Criteria Toolkit – Governance framework for brand and community alignment