top of page
logo
View CV

STRATEGIC COMMUNICATIONS

Michelle Peterson, MBA, ABC

Strategic communications leader with over two decades of expertise in internal and external communications, employee experience, crisis communications, media relations, reputation management, change management, process improvement, and community-focused initiatives including homelessness and housing insecurity. Demonstrated success in developing, directing, and monitoring high-quality programs that advance organizational mission, goals, and strategies. Proven ability to build and lead high-performing, dedicated teams that consistently meet challenging corporate objectives.

Work Samples

Best-Run Government

Strategic communications project focused on developing messaging and communication tools about King County's continuous improvement initiative.

View Project
Miscellaneous 

Miscellaneous materials showcase a diverse range of strategic communications. These samples highlight the breadth of work that supports organizational goals and community impact.

View Projects
Virginia Mason Centennial

A curated collection of assets commemorating Virginia Mason's centennial. It highlights the rich history, achievements, and community impact over 100 years through engaging visuals and  storytelling . 

View Project
Virginia Mason Community Benefit

Highlights of Virginia Mason's commitment to community benefit through initiatives that advance health equity, improve access to care, and foster partnerships with local organizations.

View Project

Best-Run Government (BRG)

Best-Run Government (BRG) is King County’s commitment to continuously improve the equity, efficiency, and effectiveness of how King County operates. The objective of this work was to drive support and adoption of BRG among employees and deliver a compelling vision and narrative that shows the value of the work to the organization, customers, and employees. The initial target audience was leaders.

BRG Q&A

BRG had been a program for a number of years, but employees didn't understand it. This Q&A answered common questions.

View
BRG Leader Talking Points

The talking points helped leaders talk to their teams about BRG and what it is.

View
BRG Management System

This document explained in detail the BRG Management System.

View
BRG Graphic Story

The graphic story details design choices and color symbolism. I led a collaborative process to ensure the graphic represented connections to King County's values.

View
Town Hall Conversation Guide

The document was a follow-up to a Town Hall to help leaders engage in conversations about BRG.

View
Metro North Video Conversation Guide

As a follow-up to watching a video, this Conversation Guide engaged leaders in a discussion regarding leadership behaviours.

View
Video
UpFront Bulletins: BRG Awards

As part of SharePoint site for leaders, bulletins were emailed with links to content. Here are two examples related to BRG Awards. I ghostwrote the bulletins and managed all aspects of their creation.

View
SLT Briefing Document

I developed this briefing document in preparation for presenting to King County's Senior Leadership Team.

View
Executive BRG Video Script

Video script for Town Hall featuring King County Executive is designed to support clear, engaging communication that fosters connection and alignment around Best-Run Government initiative.

View
BRG SharePoint Landing Page

This SharePoint site provided all BRG information, resources, and tools in one place.

View

BRG External Web Content

Best-Run Government

BRG Government Awards

BRG People Leader Award

BRG Individual Contributor Award

BRG Metro Video

DNRP Ops Review Video

VM Community Benefit

Community Benefit reflects a hospital's commitment to improving health and well-being of communities beyond direct patient care. These samples demonstrate Virginia Mason’s strategic initiatives, including addressing homelessness, designed to address identified health care needs.

Annual Report Copy

A  sample of community benefit content from Virginia Mason’s annual report. This content is no longer available online.

View
Community Health Needs Assessments

This collection features selected excerpts from Community Health Needs Assessments.

View

VM Community Benefit External Content

Bailey-Boushay Homeless Shelter

Virginia Mason Centennial 

Led planning and management of Virginia Mason’s centennial celebration, including the commemorative book, website, and video. As chair of the planning committee, I guided current and retired team members to build consensus among multiple stakeholders. These assets represent the scope of this effort.

Centennial Web Content

VM Centennial (With Video)

100 Years 100 Stories

VM Centennial Display

IMG_8452.jpeg

Miscellaneous

This category showcases a diverse range of strategic communications and community engagement efforts by Virginia Mason, highlighting the breadth of initiatives that support organizational goals and community impact.

March 2021 Weekly Lineup

The Weekly Lineup was designed as a strategic monthly communication tool for leaders, focusing on one key topic each month to engage their teams in meaningful conversations.

View
Bisnow Panel Briefing

Briefing documents to prepare leaders for media interviews, speaking engagements, and panel discussions. These briefs equipped leaders with key messages and background information to ensure confident, consistent communication across diverse audiences.

View
Gary Kaplan AMA Briefing

This briefing document prepared Gary S. Kaplan, MD, for an American Medical Association interview.

View
VM Livestream QA Overview

This briefing document prepared Gary S Kaplan, MD, and resident Samantha Barry, MD, for a Facebook Live event.

View
VM Media Audit

The media dashboard was a critical strategic tool used to track key metrics throughout a public awareness campaign. After analyzing data each quarter, I made adjustments to the communication strategy.

View
Communications Plan

Sample of a communications plan.

View
Virginia Mason Magazine

Served as editor for award-winning magazine, which was mailed quarterly to more than 175,000 patient households.

View
bottom of page