Lara Burhenn
Public Relations | Communications
Summary
Agile, collaborative and strategic leader highly adept at translating complex information into clear, consistent messaging. Skilled spokesperson experienced in crisis management and executive communications. Exemplary interpersonal skills used to build alliances with internal and external stakeholders.
Overview
12
12
years of professional experience
Work History
Corporate Communications Director
Digimarc
Beaverton, OR
11.2021 - Current
- Manage integrated internal and external corporate communications programs for global technology company that promote a positive corporate brand and support the organization’s culture, vision, and values
- Develop strategic multi-channel content including press releases, blog posts, bylines, presentations, web and social media content that align with business goals
- Work closely with cross-functional teams to develop and deliver campaigns that promote brand, product launches, and initiatives
- Monitor best practices and trends, measuring and reporting on KPIs
- Initiated and manage employee-focused communications tools to drive engagement and build a strong global culture, including SharePoint, Slack, All Hands and Global Town Halls
- Drove organizational change management communication to facilitate international M&A
- Negotiated new professional services contract resulting in 50% budget savings
- Oversee agency budgets and work product.
- Built and strengthened relationships with members of media in order to promote positive coverage.
Director of Communications
HudsonAlpha Institute for Biotechnology
Huntsville, AL
03.2019 - 10.2021
- Led PR function for a non-profit genomic research institute, addressing both external and internal stakeholders
- Worked in collaboration with scientific researchers and technical subject matter experts to distill scientific findings into accurate, compelling stories
- Oversaw development of print, web, social media, editorial content, and video production, refining complex content into engaging, contextual storytelling
- Managed employee engagement including All Hands meetings and redevelopment of employee intranet
- Launched multiple public education initiatives such as Tiny Expeditions podcast and Alabama STEM Explorers TV series
- Hired, trained, and mentored team of skilled communicators; held them accountable to a high standard via performance reviews, one-on-one feedback, and mentorship
- Served as trusted advisor to organization’s COVID-19 crisis response team, providing guidance for effective employee engagement and crisis communication
- Identified and remediated gaps in communications operations; established communications policies, calendar and KPIs that are standardized, scalable, and informed by industry best practices.
Marketing Communications Manager
Texas A&M AgriLife Extension Service
College Station, TX
07.2016 - 03.2019
- Led strategic direction of external and internal communications programs for a state-wide education agency, including executive communications, web strategy and internal communications
- Managed multi-channel communication campaigns to enhance agency brand and drive engagement
- Utilized strong writing and editing skills to craft compelling and high-impact content for key messages, executive correspondence, media alerts, publications, presentations, and social media
- Managed marketing and branding; produced presentation materials, developed and maintained websites, and authored speech scripts and presentations
- Ensured strict alignment with established brand standards (voice, style, values) in all communications assets
- Developed and conducted presentation and media training for field offices that facilitated localized marketing communications aligned with messaging and branding
- Expanded the agency’s online presence via a pipeline of social content and digital campaigns.
- Coached executives on key talking points and communication strategies for different audiences.
- Maintained positive relationships with external marketing and PR teams, optimizing value with collaborative approach.
- Managed consistent design theme, look and content of organization's online presence.
- Revitalized employee communications to better convey important information and boost morale.
Public Affairs Advisor
Enbridge Energy
Cushing, OK
06.2013 - 07.2015
- Managed local PR, community engagement, and philanthropy in assigned states for multi-national pipeline operations
- Serve as a media spokesperson in both proactive and crisis situations
- Directed relationships with freelance writers, graphic designers, videographers, and photographers
- Increased accurate and timely media coverage of company by building relationships with influencers, reporters and media outlets
- Influenced public opinion for major projects through strategic communications activities and engagements, such as town hall meetings and open house meetings, forging partnerships with business leaders, industry organizations and advocacy groups
- Served as Public Information Officer in response to operational incidents, trained in FEMA crisis response protocols.
Public Relations Manager
Ferrovial Agroman US
North Richland Hills, TX
05.2010 - 06.2013
- Directed PR, media relations and public engagement campaigns for two large-scale transportation construction projects, including management of strategy and daily execution of PR programs to inform and engage elected officials, businesses and public
- Managed team of public information staff and PR, video and design consultants and vendors
- Cultivated and strengthened relationships with local, state and federal legislators and their staff
- Served as project spokesperson, both proactively and in crisis situations, leveraging media relations with local, national, and trade media
- Actively engaged business/community leaders, residents and local elected officials to effectively respond to concerns and negative reactions.
Education
Bachelor of Arts - Journalism
Wichita State University
Skills
- Executive Communications
- Employee Engagement
- Spokesperson
- Web Content Management
- Writing & Editing (AP Style)
- Project Management
- Strategic Planning & Budget
- Internal and External Communications
- Social Media Content Development
- Public and Media Relations
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