RAINEY DAYE HOLLOWAY

237 W. Pine Valley DrivePhoenix, AZ85023

602-321-0235

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PUBLIC RELATIONS, COMMUNICATIONS AND MARKETING

Skilled at public relations and communications dedicated to the development, implementation and measurement of integrated and strategic communications that support organizational objectives. Special emphasis on health care. Continually interact with senior management, physician leadership and community leaders.Experienced and highly effective at executing all platform media strategies both locally and nationally while managing risk. Lead employees and departments to implement communication strategies supporting corporate communication objectives. Inspire employees to exceed customer service and patient satisfaction outcomes. Exceptional abilities to interact with people from diverse backgrounds. Oversee internal and external communications as well as social media coordination. Coordinate participation in community events including presentation preparation and execution, including speech writing for executive leaders. Planning and execution of internal and external events. Member of senior leadership teams.

Public RelationsCrisis Communication Risk MitigationThreat Assessment and Management

Media RelationsMedia Buys  Physician Relations AdvocacyReputation Management

Press Releases Speech Writing Media BroadcastingLive Television BrandingClient Relations and PerceptionBudget Management  Social Media Web Content ManagementContract Negotiations  Change Management Process ImprovementTeam Leadership/Motivation  Labor Relations  Employee Engagement Employee Communications Live and Recorded Media Interviews  Physician and Employee Newsletters Event planning and executionResearch  Strong writing skills

CIGNA MEDICAL GROUP, Phoenix, AZ Jan. thru Oct. 2013

Cigna Medical Group, the group practice division of Cigna HealthCare of Arizona, is one of the Valley's largest multi-specialty group practices with 23 health care centers and two convenience care clinics located throughout metropolitan Phoenix. Each is equipped with several medical services under one roof, so additional diagnostic needs such as lab work, imaging-even prescriptions-can are quickly obtained.

Head of Communications and Public Relations
Prepares strategy and manages the development and execution of communication and public relations plans for assigned projects or specific segments of major projects. Counsels on communications solutions that help achieve business objectives. Develops strategies and implements tactics to communicate business and project priorities. Counsels clients toward cost-effective alternatives when the end result is of equal impact to audience. Serves as point person on all business segment related media. Prepares and trains spokespeople for external public relations opportunities. Respond to media inquiries, facilitates interviews. Maintain excellent relationships with media; maintain positive working relationships with regional press based on integrity and transparency. Manages the creative development process (copy, graphics, production) for assigned projects to ensure that production techniques support business objectives and CIGNA brand. Develops strategic communication plans and high-quality, accurate communications materials, such as media statements, talking points, and speeches. Develops, edits, and manages content for Intranet sites. Assists with enterprise external communications to ensure uniform and consistent messages.

Additionally:

  • Serve as media spokesperson for Cigna Healthcare of Arizona.
  • Prepare talking points for Cigna Corporate Leadership Town Halls.
  • Facilitate community events to maximize positive brand representation.
  • Manage and script communication needs relating to human resources, operations, physician communications, service excellence, patient satisfaction, recruitment and learning.
  • Responsible for new physician communications to internal and external audiences

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DIRECTOR, PUBLIC RELATIONS

BANNERGOODSAMARITANMEDICALCENTER

BANNERESTRELLAMEDICALCENTER, Phoenix, AZ 2009 –2012

BANNER HEALTH CORPORATE, INTERNAL COMMUNICATIONS, Phoenix, AZ

One of the State’s largest level-1 trauma hospitals situated in downtown Phoenix serving the community since 1911. BGSMC boasts 668 beds while providing world renown high risk obstetrics care, trauma, transplant, cardiology and neurology services. Also responsible for coordinating communication for the Banner Good Samaritan Poison and Drug Information Center, a free statewide service, with a call volume of more than 100,000 inquiries per year. Responsible for coordination of national and local media for the Poison center.

Public Relations Director& Internal Communications Specialist●

Director of public relations and chief spokesperson for the flagship hospital in the Banner Health system. Additionally serve as public relations director for BannerEstrellaHospital and previously for Banner Thunderbird. Lead and manage a staff of public relations specialists covering both campuses. Responsible for handling all platform media needs and relations at both hospitals. Primary contact for all television, print, radio and website interviews. Provide senior leadership with language and resources to appropriately handle sensitive situations and negative publicity while mitigating risk. Mitigate threats to hospital image and brand. Routinely deal with complex health care issues, hospital policy administration as well as executive level public information operations. Responsible for leading and coordinating multi hospital as well as multi department communications, messaging and branding as appropriate. Routine handling of crisis communications both internally and externally. Generate stories and write press releases that highlight the success of Banner hospitals, physicians and procedures performed. Foster and

develop positive and beneficial media relations with key media outlets and reporters. Routinely act as primary contact and story developer for both local and national media.

Additionally:

  • Work with appropriate site and communications staff to implement internal communications, collateral materials, online (intranet and internet) content, unpaid media management and story placements, special events, special purpose communications, video production, community relations and displays.
  • Develop and implement an annual comprehensive communications plan that is directly tied to site performance, strategic initiatives and brand building.
  • Manage and script communication needs relating to human resources, service excellence, patient satisfaction, recruitment and learning.
  • Routinely contribute to the development of company- wide communications initiatives and hospital campus specific marketing and advertising.
  • Lead and facilitate campus specific task forces and councils to plan special events, market and community specific programs and activities.

ARIZONA HEALTH CARE COST CONTAINMENT SYSTEM (AHCCCS), Phoenix, AZ 2006 - 2009

The State of Arizona’s Medicaid program providing medical insurance and services to more than one million low income residents.

Chief Public Information Officer ●

Chief spokesperson for State of Arizona Medicaid department handling all statewide and national communication and media relations. Primary contact for all television, print, radio and website interviews.

Manager of communications for programs developed through new legislation on both the local and federal levels. Responsible for the distribution of all communications emanating from federal oversight agencies such as the Centers for Medicaid and Medicare Services. Material development for Governor

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Napolitano’s office such as opening remarks, speech writing, scripting materials for internal and external use by the Governor. Dealt with complex policy and health care issues and managed executive level

public information operations. Planned communications strategies, managed risk and collaborated with agency policy advisors. Spokesperson for agency special projects and programs such as Health Care Group of Arizona, the State of Arizona CoppeRx Card program and Arizona2-1-1.

Additionally:

  • Manager responsible for marketing, media plan developing and media buyer for the State of Arizona CoppeRx Card.
  • Point of contact for Governor’s Office Communication staff in coordinating all media responses.
  • Speech preparation and development of talking points for Governor and AHCCCS Director.
  • Crisis communication training and lead on responses to potentially negative public relations situations.
  • Develop positive media relations and generate positive media stories.
  • Responsible for Public Records Requests in accordance with Arizona statute(s).
  • Lead on event planning for agency such as 25th Anniversary celebration for internal and external stakeholders.
  • Timely and accurate employee communication from Agency Director and Executive Management leaders.
  • Responsible for coordinating multi-agency messaging as appropriate.
  • External as well as internal website oversight and design.
  • Content and design layout for publications for internal and external stakeholders.
  • Research, writing and editing for internal and external publications.
  • Manager of weekly electronic employee newsletter.
  • Manager of the AHCCCS website external home page content.

ST. LUKE’S MEDICAL CENTER, Phoenix, AZ 2004 -2006

State-of-the-art 226 bed hospital providing comprehensive healthcare services, including emergency room, heart care, burn care and advanced surgical procedures.

Marketing Director

Primary hospital spokesperson handling all crisis and non emergent situations. On-call 24 hours.

Hospital contact for all media interface and communications, including live television interviews.

Responsible for all press releases and approval of all written material distributed internally and

externally. Primary speech writer for CEO and department heads. Provided senior leadership with resources

and language to appropriately handle sensitive situations and negative publicity.

Responsible for strategic plan implementation relating to corporate and hospital goals. Provided

leadership direction on expansion projects. Developed and launched marketing campaigns to

enhance awareness and increase fiscal goals of key service lines, such as the Bridges Surgical

Weight Management Centre. Coordinated community and employee activities with departments

throughout the company. Responsible for developing new community relations initiatives.

Maintained strategic relations with targeted media beneficial to the hospital.

Additionally:

  • Develop facility based initiatives to improve employee and customer satisfaction.
  • Provide design oversight for graphic artists and advertising agencies.
  • Work with Spanish translators to compose bilingual collateral materials.
  • Contact in story development for television, print, internet and radio news stories.

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  • Plan, implement and manage department budget with the CFO. Interface with corporate fiscal objectives.
  • Wrote, edited and oversaw design of employee newsletter.
  • Responsible for hospital website design and content.
  • Event planning and oversight for on-site and off-site events.
  • Resource and network with hospitals in the IASIS Healthcare System.

MARYVALEHOSPITAL, Phoenix, AZ2002 -2004

Community hospital serving the southwestern Phoenix area with 232 beds providing emergency room

services as well as comprehensive maternity and inpatient services.

Marketing Director 

Primary hospital spokesperson handling all crisis and non emergent situations. On-call 24 hours.

Hospital contact for all media interface and communications, including live television interviews.

Responsible for all press releases and approval of all written material distributed internally and

externally. Primary speech writer for CEO and department heads. Provide senior leadership with

resources and language to appropriately handle sensitive situations and negative publicity.

Responsible for strategic plan implementation relating to corporate and hospital goals. Provided

leadership direction on expansion projects. Developed and launched marketing campaigns toenhance

awareness and increase fiscal goals of key service lines. Coordinated community and employee activities

with departments throughout the company. Responsible for developing new community relations initiatives.

Maintainedstrategic relations with targeted media beneficial to the hospital.

Additionally:

  • Plan, implement and manage department budget. Interface with corporate fiscal objectives.
  • Write, edit and design both physician and community newsletters.
  • Formulate, implement and deliver hospital message(s) through internal and external communication.
  • Leader of hospital speakers’ bureau with community organizations.
  • Manager of hospital chaplains and volunteers.
  • Resource and network with hospitals in the Abrazo Health Systems Western Region.

Lead on regional community projects, health fairs and wellness workshops.

KPNX-TV12, Phoenix, AZ 1995 - 2002

Full service local television station serving the Phoenix market as the NBC affiliate.

Marketing Producer 

Produced and developed strategies to promote daily newscast and website content. Directed, wrote and

edited content to promote local newscasts. Worked to increase ratings of 12-News Today. Responsible for

responding to viewer needs and concerns regarding story development as well as news content. Worked

with corporate sponsors on promoting public campaigns and marketing strategies.

KNXV-TV15, Phoenix, AZ 1994 - 1995

Full service local television station serving the Phoenix market as the ABC affiliate.

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Writer/Producer 

Responsible for writing material for newscasts. Produced and developed stories for health segments in the

field. Coordinated, wrote and edited news content for news updates.

KPNX-TV12, Phoenix, AZ 1992 - 1994

Full service local television station serving the Phoenix market as the NBC affiliate.

Assistant Producer 

Responsible for writing and producing material for Suns Jam session segment as well as Home for the Holidays segments. Implemented graphic designs for newscasts. Field production for the investigative unit.

EDUCATION

Bachelor of Arts in Broadcast Journalism

WalterCronkiteSchool of Journalism

ArizonaStateUniversity, Tempe, AZ

HONORS

Cigna Champion On-the-Spot Recognition, Banner Good Samaritan Medical Center Employee X-Factor award, Emmy nominee, Associated Press & Arizona Press Club awards, Steve Pascente award for Employee of the Year at Channel 12 in 2000.

VOLUNTEER/COMMUNITY ACTIVITIES

Service on Board of Directors, Gomper’s Center for the Handicapped.

Media representative and community liaison, SHADE Foundation, the Curt and Shonda Schilling Melanoma Foundation of America. Service as marketing and video production consultant for Unity of Phoenix.

Portfolio and references available at

Resume