Social Media Management

**** ***** **. **, ******, Washington *****

********@*****.*** 253-***-****

S K I L L S E T

Website content development and updates

Twenty years of experience in developing web content; experienced in both WordPress and Schoolwires content management systems. Primary duties:

Research and write text, take and/or curate photographs and other graphics, and post content.

Experienced in website redesign process.

Social media

Experienced user of Facebook, Twitter, LinkedIn and Hootsuite. Led major Washington state school district’s’ early use of social media:

Grew district Facebook page to over 3,500 followers in four years with overwhelmingly positive interaction.

Created district Twitter account, @fwps210, which now has over 1,110 followers.

Advocated for and hired video specialist to expand district’s use of video.

Media relations and crisis management

Experienced in advising decision makers on communications strategies and key messages, assuring a more balanced perception among stakeholders.

Write and coordinate parent and staff messaging in lockdowns and other emergency situations.

Skillfully relate complex school funding challenges, most recently resulting in voter approval for five successive school funding levies, a construction levy and a major bond measure.

Develop media statements and press releases

Pitch story ideas and respond to media inquiries.

Publications

Career-long focus on producing lively, engaging publications that tell the organization’s story and connect to the audience. Primary duties:

Develop theme and key messages consistent with communications priorities.

Identify and interview individuals whose personal stories illustrated the value of specific programs and initiatives.

Write content, edit submissions.

Collaborate in layout and design, including photo and graphic selection.

Coordinate with printer and other vendors.

Leverage content by sharing through additional channels, such as organizational web site and social media.

Writing and editing

Skilled at adjusting style to match audience, subject and medium. Experienced in web content development and management, advertising copywriting, feature story writing, news short writing, and editing, as well as Twitter.

Debra MacDonald Stenberg, page 2

“Debra added depth to the department with a wealth of writing skills, publications production knowledge and experience in developing and editing web content.”

Sally McLean

Executive Director, Business Services

W O R K H I S T O R Y

Federal Way Public Schools

Federal Way Public Schools Federal Way, WA

www.fwps.org www.facebook.com/ fwps210 Twitter@fwps210

Communications Director, July 2013–July 2016 (Communications Coordinator, June 2001–2013)

For 15 years, created a credible, trustworthy voice for the district. FWPS serves over 22,500 students in 39 schools; its families speak over 110 languages and live in four cities and unincorporated King County. With no single media source to serve all communities, utilized multiple resources print, the Internet, available mass media, social media and an automated messaging system to support the district’s work with clear, compelling messaging that increased its credibility among stakeholders. Multiple awards of excellence at regional and national levels of School Public Relations Association.

WordPower

Owner, Business contract writer, June 1991–July 2001

Clients and projects included:

Pullen Advertising: Developed copy for collateral materials and feature stories for high-end video manufacturers, healthcare providers, retailers, the City of Puyallup, Metro Parks Tacoma and more.

Reiners White Carbone: Annual report, collateral materials, company/product naming, tagline development for clients including the Hillhaven Corporation.

Campane Advertising: Print and advertising copywriting for clients including architectural and engineering firms.

MSNBC, Redmond, WA: One-month special assignment during the 2000 Summer Olympics editing and posting event coverage to the site using client’s proprietary software.

Other clients included: Charles Wright Academy, Point Defiance Zoo and Aquarium, Franciscan Healthcare.

Good Samaritan Community Healthcare Puyallup, WA

Publications Specialist, August 1984–June 1991

Newsletter management included writing/editing, photography, design and layout and printing/mailing coordination; press releases; media inquiries; brochures; recruiting materials, and assorted other print as needed.

P R O G R A M S K I L L S

Microsoft Office Suite, particularly MS Word. Also experienced in PowerPoint and Excel, Adobe Acrobat, WordPress and Schoolwires content management systems. Basic skills in InDesign.

E D U C A T I O N A N D T R A I N I N G

Bachelor of Arts, Communications/Advertising Sequence, Washington State University, 1979

Workshops in specialized communications challenges, Washington School Public Relations Association, 2001–present

Advanced Copywriting Classes, School of Visual Concepts, 1986–1987, Seattle, WA

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