Katy Diffendorfer (Dougherty)
Communications and Public Relations Specialist
Portland,OR
Summary
Versatile Communications professional offers innovative and creative marketing skills to coordinate projects and achieve results across multiple media platforms. Highly articulate writer with strong aptitude for generating engaging content to meet specific needs, enhance perception and drive change.
Demonstrated success in creating on-brand video marketing tools for television content sales force and increasing business through social media strategies. Deep experience in television production, story editing, copywriting, and video editing. Strong leadership, project and staff management skills. Proficient in brand management, website design, SEO and social media engagement. Critical thinker and team player, with a passionate commitment to the overall business.
Overview
15
15
years of professional experience
Work History
Communications Officer, APD Workforce Development
State Of Oregon, Department Of Human Services
Portland, OR
07.2022 - Current
- Passionate about learning and committed to continual improvement.
- Developed and implemented short- and long-term communications strategies to increase public awareness and engagement.
- Produced compelling story-telling content (live and animated videos) to shift public narrative of direct care workforce value and increase recruitment and retention.
- Created statewide staff toolkits feat. videos, tri-fold brochures, flyers, FAQs, talking points, social media and press releases with regional audience customization.
- Managed public affairs and public relations communications.
Collaborated with internal, external and community partners to identify key messages and create compelling content for recruitment and retention efforts. - Created targeted PR campaigns to raise awareness of organization and initiatives.
- Developed media strategies to support workforce toolkit launches, increase public visibility and drive engagement.
- Wrote content for press releases, website and social media campaigns.
Public Information Officer
NM Dept. of Health
Santa Fe, NM
09.2021 - 07.2022
- Proven ability to develop and implement creative solutions to complex problems.
- Acting DOH spokeswoman for National and local media and press inquiries.
- Managed routine and crisis communications.
- Managed public relations and pubic affairs (Public Information Officer).
- Wrote press releases, media advisories, and Op Eds for leadership; Managed media listservs, distributed communications through constant contact portal, web updates, socials.
- Oversaw multiple language translation coordination, payroll and contracting for ASL interpreters.
- Coordinated responses to media inquiries for Dept. of Health teams (EPI, PHD, RTS, ERD, OPA, PED), maintained familiarity with each team's area of expertise and relevancy to current health policy updates during COVID pandemic.
- Collaborated with agency staff and equity teams, regional directors, health councils, CHWs and community partners on large vaccination events and mobile units, creating messaging materials and promoting engagement across multiple platforms (tv, radio, socials).
- Proactively created media protocols, administered team guidance to FEMA crews, PMG and DOH staff relating to camera coverage, bullet points for interviews, coaching on narrative and response tactics.
- Helped produce daily COVID case count report, ensure proper distribution to more than 650 recipients daily.
- Attendance and participation in Senior advisory committee meetings, data meetings, press conference prep, booster update meetings, planning / operations coordination brief, bi-weekly PIO meeting, more.
- Monitored multiple newsletters across teams for content quality, accuracy and impact and contribute to ongoing marketing strategies through health equity lens.
Marketing Manager
Eye Spy Home Inspections, LLC
Albuquerque, NM
2019.02 - Current
- Transformed corporate website and social media platforms to better engage customers and promote sales, increasing number of sold services by 350% in first quarter of hire.
- Improved page content, keyword relevancy, and branding to achieve search engine optimization goals.
- Developed marketing content such as promotional materials, website design, power-point presentations, and advertisements for social media and in-person client meetings.
- Devised and deployed online marketing plans with effective SEO, social media and Google analytics, earning 'Top 10 in City' placement.
- Analyzed competitor pages to locate backlink and keyword opportunities.
- Managed client relationships to increase loyalty and enhance reputation.
- Built brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Director of Communications / Public Information Officer
New Mexico Environment Department
Santa Fe, NM
06.2018 - 01.2019
- Agency spokeswoman for National and local media and public relations.
- Communications leadership for 12 Bureaus.
- Forged strong media relationships to further public relations goals.
- Developed campaigns to increase public awareness.
- Set up interviews and fielded media requests.
- Wrote press releases and talking points to requests for information.
- Managed routine and crisis communications.
- Monitored marketing content for quality, accuracy and impact.
Television News Producer
KRQE News Channel 13 / Nexstar Broadcasting
Albuquerque, NM
03.2017 - 06.2018
- Live television Producer, daily morning broadcast and breaking news.
- Generated content for daily television show, wrote anchor scripts, created segments, sourced guests.
- Improved audience engagement with proactive strategies across different forms of media.
- Tripled ratings within six months of hire.
- Coordinated work and supported anchors, videographers and engineering staff, producing two hours of daily content.
- Prepared written and digital content for website and social media platforms, including 750 blog entries.
- Secured ongoing television placement for more than 50 non-profits.
- Created successful and enduring opportunities for fundraising and visibility for severely under-resourced groups including animal rescue & welfare, homelessness & food insecurity programs, First Responder mental health resources, and Transgender Resource Center.
Senior Video Editor /Producer
Entertainment Studios, LLC
Los Angeles, CA
08.2008 - 11.2013
- Created sizzle reels for national sales force, generating more than $12 million in revenue annually, for five consecutive years.
- Performed post-production work, including assembling raw material, editing sound and sequences and providing final product within time and budget constraints.
- Delivered edits with multiple camera angle choices, titles, graphics, audio and special effects.
- Evaluated and edited content for pacing, entertainment value and continuity.
- Collaborated with network executives to curate organization's vision and creative content.
- Supervised production team of up to 12 workers to identify problems, provide training, and offer effective solutions to maintain team productivity.
- Played key role in facilitating projects and contributing to every stage of video production.
Additional Work Experience
Los Angeles / New York City
- NBCUniversal Media
- E! Entertainment Television
- TV Guide Channel
- MTV Networks / Viacom
Education
Bachelor of Arts - Communications, Strategic Communications
- 4.11 GPA
Sunday Company Member -
Skills
Copywriting
undefinedInterests
• Created and donated multi-platform, evergreen PSA for Santa Fe-area senior pets sanctuary, generating 75K views on social media and approximately $8K in fundraising.
• Active member of local rescue community, contribute regularly to more than 15 non-profit organizations regionally and nationwide.
• Created website and curated social media presence through Google analytics and SEO techniques for Eye Spy Home Inspections. Increased online traffic by more than 350% and annual profits by more than $65K.
(www.eyespyabq.com)
• Created video collection of gingerbread masterpieces over 30 years for the Benson Hotel (Portland OR), earning nearly 10K views in one week.
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