Christina Zicklin
Los Angeles,CA
Summary
Strategic communications executive with 15+ years of experience leading crisis issues management, reputation management, media relations, and earned media strategy. Trusted advisor to executive leadership, with a proven ability to navigate high-stakes issues, protect organizational reputation and develop proactive communications strategies that strengthen public trust. Skilled in executive communications, cross-functional collaboration, stakeholder engagement and team leadership, with a track record of aligning communication initiatives with organizational priorities and driving measurable results across complex healthcare environments.
Overview
1
1
Certification
20
20
years of professional experience
Work History
CA Region Director, External Communications
CommonSpirit Health
03.2024 - Current
- Crisis Communication & Reputation Management: Leads crisis issues management to protect organizational reputation across 28 hospitals and 200+ care sites in California enhancing stakeholder and community trust and confidence in the organization, working closely with executive leadership
- Media Relations: Generated $455.1M in Advertising Value Equivalent, reflecting a $12.8M year-over-year increase in media impact and market presence, significantly expanding brand and service line visibility in alignment with strategic plans.
- Enhanced brand sentiment by 7.6%, systematically shifting public perception through targeted messaging and proactive reputation management.
- Media & Advocacy: Designed and executed communication strategies regarding regional healthcare issues, successfully framing local challenges within broader national issues and policies.
- Executive Communication: Authored high-level briefs, talking points, and memos for senior leadership (e.g., C-Suite), translating complex healthcare workforce data into clear messaging.
- Crisis Communication Plan: Developed crisis communication plans to enable effective organizational response during emergencies at care sites.
Division Director, External Communications
Dignity Health
12.2016 - 03.2024
- Crisis Communication: Directed crisis communication and reputation management efforts for 8 hospitals in Southern California division, strengthening public perception and stakeholder trust. Provided additional support for 10 hospitals in Central California and Bakersfield.
- PR Strategies: Executed public relations strategy development aligned with business goals, advancing service line growth and elevating brand awareness among external audiences and key stakeholders.
- Media Relations: coordinated proactive and reactive media strategies; prepared editorial content, press releases, and media advisories for division.
- Training: Led ongoing media training for organization spokespersons and tracked effectiveness and reach of media coverage.
Manager, Marketing & Public Relations
Dignity Health - Northridge Hospital Medical Center
12.2006 - 12.2016
- Marketing & PR: Directed hospital marketing and public relations initiatives, managing media relations and community advocacy to strengthen brand visibility, organizational reputation, and community trust.
- Strategic Communications: Developed and executed strategic communications and marketing plans aligned with hospital priorities, service-line growth, and organizational objectives.
- Earned Media: Increased earned media by more than 6% year-over-year.
- Trusted Advisory: Served as trusted communications advisor to hospital executives, providing strategic counsel.
- Crisis Communications: Managed crisis communications and media response by triaging inquiries and coordinating responses efficiently.
Education
Bachelor of Science - Journalism
California State University, Northridge
NorthridgeSkills
- Crisis Communications & Issues Management
- Healthcare Reputation Management
- Reputation Risk Assessment and Mitigation
- Strategic Media Relations
- Proactive Media Outreach & Pitch Development in Alignment with Strategic Plans
- Crisis Communication Planning
- Cross-Functional Collaboration & Leadership
- Composure Under Pressure & Crisis Leadership
- Journalist
Accomplishments
ADDY Award | Employee Newsletter - “Connect Magazine” (2022)
Los Angeles Business Journal Health Care Leadership Award | “Outstanding Collaboration” - Cedars-Sinai/Dignity Health/UCLA Health/Providence/Keck Medicine of USC “Better Together” Campaign (2021)
Los Angeles Business Journal Health Care Leadership Award | "Exceptional COVID-19 Response and Care" Los Angeles Surge Hospital (2020)
Certification
FEMA Crisis Training | Healthcare Leadership for Mass Casualty Incidents | Anniston, Alabama | 2018
Timeline
CA Region Director, External Communications
CommonSpirit Health
03.2024 - Current
Division Director, External Communications
Dignity Health
12.2016 - 03.2024
Manager, Marketing & Public Relations
Dignity Health - Northridge Hospital Medical Center
12.2006 - 12.2016
Bachelor of Science - Journalism
California State University, Northridge