Tony Salters
Baltimore,MD
Summary
Tony is an energetic public affairs & strategic media professional bringing a robust background in relaying effective communications that boost brand, image, and reputation by preparing and supporting approved materials. Driven to craft targeted messaging, Tony promotes and informs the general public, key partners, and working media using a comprehensive knowledge base, factual information about events, and promotions, providing essential insight, and engaging campaigns. With more than 25 years of experience leveraging detailed analytics, the return on investment has resulted in proficient monitoring and documented program successes totaling more than $300 million of earned media value. By devising successful media strategies and orchestrating special events, Tony is meticulous in managing and carrying out strategic goals by arranging for media presence, composing influence-driven white papers, fact sheets, and other documents, assessing visually engaging optics, securing event venues, and mitigating relationships with stakeholders and naysayers. Highly adept in authoring media materials and marketing materials, Tony is resourceful and responsive to internal and external demands of making good things happen.
Overview
34
34
years of professional experience
1
1
Certification
Work History
Principle & Strategic Communications Liaison
TSG Communications/ Salters Group Communications
01.2021 - Current
- Building on solid successes Tony Salters offers his broad and extensive range of strategic communications, news writing, and public affairs outreach experience
- As a self-starter and facilitator who brings social and traditional media expertise, Salters has extensive success fortifying stakeholder relationships, commendations for compliance with federal and state government outreach, grassroots advocacy, business-to-business integration, research, and success using innovative & creative services
- Using proven, new, and innovative tools and expertise to match and deliver unexpected results for business needs
- Focusing on capturing and creating opportunities for positive public dialogue, influencing consumer decision-making, and impacting active and pending legislation, as needed
- Setting client goals to assist in better identifying and expanding audiences, Tony is adept in consumer-focused messaging & matching professional skills and tools to meet and exceed expectations.
Team Lead: Quality, Program Integrity, Financial
CENTERS FOR MEDICARE & MEDICAID SERVICES (CMS)
03.2005 - 07.2021
- Tony served as a media and public affairs portfolio lead for the nation’s largest payor for healthcare services and federal oversight of quality, access to care, program integrity, data, emergency preparedness, business, financials, and accredited facility operations.
- Leading a team of 10, Salters efficiently and effectively managed & executed strategically appropriate and responsive actions for clear, concise, and effective public reporting, and message delivery over opposing external influences and ambiguities.
- Successfully advised and led process improvement plan teams for media deliberation, leadership engagement, and strategic planning for Medicare, Medicaid, and the Children's Health Insurance Program (CHIP) operations.
- Prepared stakeholder and Congressional liaison reports to dispense information for new product rollouts, audits, campaigns, and information to support news, information requests (FOIA), agency developments, and successes.
- Served as the agency's Dallas-based regional public affairs officer (2005–2009) for 5 states; promoted to Washington-based public affairs specialist (2009- 2015), and ad hoc media relations manager during vacancies and Administration transitions.
Director: Public Affairs and Communications
PacifiCare Health Systems, Inc. / PacifiCare of Texas/PacifiCare of Oklahoma
01.1997 - 01.2005
- Led strategic communications for PacifiCare of Texas and Oklahoma’s then 200,000+ Medicare enrollees through its Secure Horizons Medicare Advantage product and other commercial healthcare maintenance operations
- Through aggressive & strategic media support my efforts created goodwill messaging and programs for the transition of prescription drug coverage provided by PacifiCare's robust pharmacy benefit management for small group subscribers and prescription drug coverage for 5.6 million members
- Shared these and other program successes with investor and leadership operations in Arizona, California, Florida, Washington, Oregon, and Nevada
- Provided due diligence reporting for PacifiCare acquisitions
- Based on Texas operations’ enrollment and business successes absorbing several local market healthcare groups in the early 2000s, my public affairs skills and media expertise led to a successful transition campaign and continuity of care, retention of resources, and seamless transition for all Texas & Oklahoma Secure Horizons enrollees
- Following years of local market health plan purchases, the company’s Medicare operations were acquired by UnitedHealth in 2005; this included 3.8 million covered lives utilizing its popular Medicare Advantage, Medicaid, and Medigap supplemental coverage products. Salters served as a transition communications officer.
Director/ Senior Media Relations Officer
DALLAS AREA RAPID TRANSIT (DART)
01.1990 - 01.1997
- Provided oversight and coordination of all news & public affairs programming, patron / traveler experience planning, developing public information projects, executing special events, ceremonies, talking points, exhibits, and other public relations activities for diverse audiences in 14 municipalities.
- For a team of 4, Salters was responsible for prioritizing and assigning work for expedited implementation.
- Prepared informational resources for Congressional offices
- Served as on-the-record spokesman on the agency's “pay as you go” federal and local funding for media, public town halls, and other community presentations
- Attended and wrote testimony briefs for state & Capitol Hill hearings
- Briefed and prepped leadership for national, international, and all high-profile media interviews
- Created media planner and tracker to provide timely, pertinent information and monitor press coverage of mass transit operations and related efforts. This includes light rail construction, commuter rail acquisitions, event charter, mitigation efforts, mobility-impaired and other special needs services.
Education
Bachelor of Arts - Business Administration
University of Phoenix
Studied Journalism, Publishing & Graphic Arts
University of Texas
Austin, TXAssociate of Arts - Journalism & Publishing
Trinity Valley College
Athens, TXCertification - Corporate Communications
Cornell University
Ithaca, NYMaster of Arts - Completed Graduate Cinema & TV Studies Work
Southern Methodist University
Dallas, TX01.2024
Skills
- Strong Media and Public Affairs Representative Experience
- Political and Brand Assessment Capabilities
- Mitigation and Mediation Skills
- Interpersonal Abilities
- Crisis & Emergency Preparedness Expertise
Accomplishments
- Linked In Endorsements: Public Affairs, Media & Strategic Communications, Public Policy, Leadership & Stakeholder Engagement
- Griot Award – Greater Dallas/ Fort Worth Association of Black Communicators
- Bronze Quill – Dallas Area Rapid Transit Light Rail System Grand Opening
- Multiple CMS Administrator’s Award – 2005 to 2021
Affiliations
- National Association of Black Journalists – Public Relations Task Force, Health Disparities Task Force, Entertainment Task Force, Leadership Candidate’s Forum
- Asian American Journalists Association – Washington DC chapter
- Society of Professional Journalists – University of Texas charter chapter
Awards
CMS Administrator’s Achievement Award
US Department of Health & Human Services Special Acknowledgement Award
US Coast Guard: Admiral’s Commendation
Juneteenth Film Festival (JFF) – Founder’s Award (2005)
Volunteer Experience
Mount Washington Pediatric Hospital, Baltimore, Campus Patient Registration Services
Child Life School Age and Adolescents Therapy - Center for Pediatric and Adolescent Rehabilitation – Baltimore Campus
Sundance Film Festival Customer Agent at multiple venues, Park City, UT
American Black Film Festival - Sponsorship Team - Miami, FL
Hope Village - Baltimore Homeless Housing Project, Baltimore, MD Oliver Community (East Baltimore)
Certification
- Corporate Communications - Cornell University. Completed course practicum in May 2023. This experience-based certification used proven skills, current and past proficiencies in brand management, public transportation, construction, mass transit, healthcare, facility and infrastructure operations,
Timeline
Principle & Strategic Communications Liaison
TSG Communications/ Salters Group Communications
01.2021 - Current
Team Lead: Quality, Program Integrity, Financial
CENTERS FOR MEDICARE & MEDICAID SERVICES (CMS)
03.2005 - 07.2021
Director: Public Affairs and Communications
PacifiCare Health Systems, Inc. / PacifiCare of Texas/PacifiCare of Oklahoma
01.1997 - 01.2005
Director/ Senior Media Relations Officer
DALLAS AREA RAPID TRANSIT (DART)
01.1990 - 01.1997
Bachelor of Arts - Business Administration
University of Phoenix
Studied Journalism, Publishing & Graphic Arts
University of Texas
Associate of Arts - Journalism & Publishing
Trinity Valley College
Certification - Corporate Communications
Cornell University
Master of Arts - Completed Graduate Cinema & TV Studies Work
Southern Methodist University
- Corporate Communications - Cornell University. Completed course practicum in May 2023. This experience-based certification used proven skills, current and past proficiencies in brand management, public transportation, construction, mass transit, healthcare, facility and infrastructure operations,
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