Strategic Communications
What gets said.
What actually changes.
The hardest communications problems aren't about message. They're about the gap between what leadership intends and what people actually hear, believe, and do.
From the Feed
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Featured Case Study
When There's No Good News: Communications Strategy for an Institutional Closure
University Club of Durham · Durham, NC · Crisis Communications Lead
There was no good news to deliver. There was only the question of how to deliver it — with honesty, dignity, and care for the people who would be most affected.
The Challenge
Eleven distinct audiences. A 40-year institution. A bankruptcy filing with legal constraints on timing and disclosure. Staff who needed to hear it before they arrived to find the doors locked. Members who had celebrated every milestone of their lives within those walls. Media who would frame the story for the public record. And a carefully sequenced plan that the bankruptcy timeline forced to compress in real time.
The Approach
Built a complete 11-audience communications architecture — each audience with messaging calibrated to what they needed to know, who they would trust to deliver it, and what they were most afraid of. When the legal reality changed the timeline, the plan adapted. Staff heard it first, directly, with complete written resources. Members were notified personally by email before anything went public. The press release framed the closure as what it was: a 40-year institution felled by the sustained economic wounds of the pandemic.
The Outcome
Coverage in the Triangle Business Journal and The News & Observer framed the story as a COVID casualty, not a failure. Members came to the club in the days after the announcement and put their arms around the owner. Staff expressed gratitude — not because the news was good, but because they weren't blindsided. A 40-year institution closed the way it deserved to close. Not perfectly. But honestly.
The Work
Every engagement lives somewhere in the space between what gets said and what actually changes. Here's where I work.
Executive Voice & Ghostwriting
The best executive communication doesn't sound crafted. It sounds inevitable.
02Change & Internal Communications
Change lands when people feel seen before they're asked to move.
03Organizational Narrative & Strategy
Every organization has two stories. Only one of them is true. The distance between them is where trust erodes.
04Thought Leadership & Content Architecture
Most content strategies are built as hierarchies — a pyramid with a hero piece at the top and everything else flowing down from it. That's not how ideas actually travel.
05Crisis Communications
When there's no good news to deliver, the only question is how to deliver it — with honesty, dignity, and care for the people who will be most affected.