Assistant Executive Director, Public Relations, Practice Directorate
American Psychological Association Practice Organization
Director, Public Relations and Special Projects (March 2002-August 2006)
Contract (June 2001-February 2002)
Responsibilities: Oversee public relations for the APA Practice Organization, a 501c6 companion organization to American Psychological Association (APA) as well as APA's Practice Directorate, part of the larger APA, a 501c3. Define and execute external marketing strategies for issues related to practice of psychology. Lead creation, development and implementation of national public education campaign to further the value of psychology and psychological services. Secure partnerships such as National YMCA, Give an Hour, SOFAR, Discovery Health, National Women's Health Resource Center and iVillage.com. Manage 1.5 million dollar budget, supervise staff of five, PR firm, consultants & vendors.
- Develop strategy and direction for public education campaign on Mind/Body Health. Create materials and programs for member use in grassroots outreach to consumers.
- Integrate social media tools into campaign communications strategy including Twitter, @APAhelpcenter, YourMindYourBody blog and a social media site for a nationwide grassroots network of psychologists, APAPECNetwork.org.
- Oversee and manage campaign website, Psychology Help Center. Launched Spanish Help Center, Centro de Apoyo. Originated concept for online interactive anatomical figure demonstrating effects of stress on body.
- Build and maintain nationwide grassroots network of 500 psychologists designed to deliver campaign initiatives and messages at state and local levels, including psychology booths at community and employee health fairs. Piloted a Mind/Body Health Fair at Perimeter Mall in Atlanta.
- Oversee consumer market research including surveys and focus groups.
- Direct annual Stress in America survey launch & publicity strategy. Media coverage includes Good Morning America, USA Today, NBC Nightly News, Today & Wall Street Journal. 2010, 2009 & 2008 surveys garnered over $8 million of publicity value in broadcast coverage.
- Supervise Disaster Response Network (DRN) program consisting of a nationwide network of 3,000 psychologists trained in disaster mental health prepared to volunteer at disaster sites, regionally and nationally, including 9/11 and Hurricane Katrina. DRN works in partnership with American Red Cross.