Resume

H o l l y    T r i s t a    P o t t e r

An experienced health communications strategist, Holly has held a variety of leadership positions directing a broad range of communications and advocacy campaigns. Holly has a proven track record of award-winning public relations programs that influence stakeholders and shift public opinion. In her career, she has advised and partnered with senior executives in the nonprofit, government and corporate sectors to advance policy and promote brand identity. Grounding her work with an in-depth understanding of her clients’ business objectives, she creates unique and effective multi-channel solutions to meet or exceed established goals. Holly’s ability to foster and motivate high-performing, cross-functional teams is foundational to her record of achievements.

• High-level of subject matter expertise in health information technology, care and service quality, integrated care delivery, women’s/reproductive health, harm reduction, and public health prevention and engagement models;
• Practical skills in media relations, event management, online communications, partnership development and policy advocacy;
• Early technology adopter, familiar and at-ease with new and social media tactics; and
• Collaborative leadership style that identifies common platforms for moving teams forward, particularly in pressured situations.

p r o f e s s i o n a l    e x p e r i e n c e

Kaiser Permanente | Oakland, CA | 12/2004 – present
Vice President, Public Relations
Lead newly established team focused on proactive, multi-channel public relations program for the organization. Increased positive media coverage by nearly 300 percent in a two-year period. Instituted public relations-media message architecture and achieved 81 percent message pull-through during latest quarter measured. Developed corporate social media strategy including the introduction of social media policy and management of corporate social media presence. Launched speaker’s bureau to expand executive visibility. Manage high-profile strategic partnerships to improve Kaiser Permanente brand reputation among key influencers. Oversee day-to-day work of more than 30 employees and multiple agency teams.

Communications Director, Quality and KP HealthConnect
Led public relations and corporate communications to advance Kaiser Permanente’s quality agenda – significant focus on highlighting how information technology transforms care and service delivery. Acted as strategic advisor to senior health plan and medical group leaders. Partnered with internal teams to develop collaborative strategies, plans and deliverables. Developed and managed new stakeholder management program. Initiated and supported proactive activities that increased positive coverage in new and traditional media outlets on quality and KP HealthConnect related topics. Developed internal communications supporting performance improvement efforts. Managed team that includes staff, agency consultants and independent contactors. Promoted from senior communications consultant.

HTPotter Communications LLC | Berkeley, CA | 01/1999 – 12/2004
President
Built communications and organizing consulting firm serving nonprofit and public sector clients. Developed high-impact communications strategies and products. Created teams of associates and partners based on clients’ needs and budgets. Clients included, White House Council on Youth Violence, Discovery Channel, Public Health Institute, March of Dimes of California, Drug Policy Alliance, California State PTA, Fight Crime: Invest in Kids, Barrios Unidos of Santa Cruz, Medical Students for Choice, San Francisco Department on the Status of Women, San Francisco Wellness Initiative and Santa Clara Public Health Department.

National Campaign Against Youth Violence | Washington, DC | 01/2000 – 06/2001
Director of Communications
Campaign to promote corporate involvement in youth violence prevention. Launched by President Bill Clinton and led by national Internet and media executives. As national communications director was responsible for board communications, media relations and the creation of all promotional materials – video, print and online. Partnered with the Ad Council, NBC Television, Univision and ABC Television to develop and leverage public service advertising.

Martin & Glantz LLC | Mill Valley, CA | 07/1995 – 12/1999
Project Manager
Oversaw multimillion dollar, award-winning, statewide public education campaigns on violence prevention policy. Funded by an $8 million grant from The California Wellness Foundation, Prevent Handgun Violence Against Kids and Resources for Youth were comprehensive campaigns that used direct mail, electronic communications, high-profile events, earned media, paid media and public opinion polling to influence targeted opinion leaders. Managed team that included staff, public relations firm, advertising agency, pollsters and field organizers.

Planned Parenthood of Central California | Fresno, CA | 04/1993 – 11/1994
Public Affairs Coordinator
Coordinated policy and media advocacy activities for affiliate with six clinics in the Central Valley. Drafted, designed and distributed policy, media and fundraising materials, including press releases, action alerts, newsletters, fact sheets and brochures on reproductive health issues. Represented agency in print and broadcast interviews.

Arts to Zoo Campaign Committee | Fresno, CA | 07/1992 – 04/1993
Assistant Campaign Coordinator
With 57.6% voter support, passed a ballot measure to fund community enhancement projects through a sales tax increase. Responsible for writing campaign literature, managing campaign headquarters and training more than 30 office volunteers and precinct walkers.

w r i t i n g

• Contributor, Ragan’s Healthcare Marketing and Communications News
• Author, “Integrating Social Media Into PR Plans,” PRSA Strategist
• Contributor, Disruptive Women in Health Care
• Contributor, Engage Her
• Author, Strategies for Prevention

a w a r d s

PR News | PR People Awards 2011
Finalist: Digital Communications Leader of the Year

PR News | PR People Awards 2010
Honorable Mention: Digital Communications Leader of the Year

PR News | Nonprofit PR Awards 2010
Winner: Nonprofit Team of the Year – Kaiser Permanente
Honorable Mention: Blog – Dispatches from Haiti

PR News | Digital PR Awards 2010
Winner: Digital PR Team of the Year – Kaiser Permanente
Winner: Blog – Dispatches from Haiti
Honorable Mention: CSR/Cause Marketing – Dispatches from Haiti

PR News | PR Platinum Awards 2010
Honorable Mention: Research and Measurement – Message Pull-Through

LATISM California Awards | Best Company Using Social Media to Reach Latinos in CA
Finalist: Kaiser Permanente

PR News | Top Places to Work in Public Relations 2010
Winner: Kaiser Permanente

PR News | PR People Awards 2009
Winner: PR Team Leader

PR News | Top Places to Work in Public Relations 2009
Best in Show, Nonprofit Category: Kaiser Permanente

c a s e    s t u d i e s    a n d    e v a l u a t i o n s

The following publications examine communications strategies and tactics managed by Holly:

Li, Charlene. Open Leadership: How Social Technology Can Transform the Way You Lead. San Francisco: Jossey-Bass, 2010.

“One Year After Columbine: A Public Education Campaign against Youth Violence.” Shouting to be Heard: Public Service Advertising in a New Media Age. Washington, DC: Kaiser Family Foundation, 2002.

Greenwood, Peter, PhD, et. al. The California Wellness Foundation’s Violence Prevention Initiative: Findings from an Evaluation of the First Five Years. Santa Monica, CA: RAND Corporation, 2001.

Wallack, Lawrence; Katie Woodruff, Lori Dorfman and Iris Diaz. News for a Change: An Advocate’s Guide to Working with the Media. Thousand Oaks, CA: Sage Publications, 1999.

Wallack, Lawrence, DrPH. “Strategies for Reducing Youth Violence: Media, Community and Policy.” 1997 Wellness Lectures. Oakland, CA: The California Wellness Foundation and the University of California, 1997.

p a s t    c o m m u n i t y   &    p u b l i c    s e r v i c e    h i g h l i g h t s

• Chairperson and Member, Jefferson School Governance Council, Berkeley Unified School District
• Member, Berkeley School Excellence Program (BSEP), Planning & Oversight Committee
• Member, San Francisco Bar Association Task Force on Youth Handgun Violence
• Advisor, California State PTA Board of Managers
• Board Member and Communications Chair, Young Nonprofit Professionals Network
• Member, California Attorney General’s Juvenile Gun Violence Prevention Committee
• Advisor, California Department of Education Student Leadership Grants Program
• Advisory Council & Grant Panel Member, Fresno Metropolitan Project Authority

e d u c a t i o n

Future Leaders Program, Arthur W. Page Society (Class of 2011-2012)

UC Extension, San Francisco
Project and team management coursework
University of California at Davis
Women’s Studies major with an emphasis in public policy, minor in Rhetoric & Communications