STACEY KOVALSKY

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BIO

Personal Profile

An accomplished communication leader, I have more than 20 years of diverse experience advancing reputation, supporting strategic business objectives and achieving short and long-term goals through integrated communications and media relations initiatives. I have a proven track record in building integrated B2B, B2C and B2B2C communications programs that leverage traditional and digital channels to engage stakeholders in both transformational and traditional environments. 

I have extensive public relations and communication experience in the following industries: healthcare, education, restaurant/hospitality, retail, home services, banking, real estate/construction, technology, automotive and non profit.

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MY SKILLS

DEVELOPED THROUGHOUT 20+ YEARS OF AGENCY AND CORPORATE EXPERIENCE

Reading Newspaper
Gavel
Zooming on Tablet

PUBLIC & MEDIA RELATIONS

CRISIS COMMUNICATION

SOCIAL MEDIA & REPUTATION MANAGEMENT

Audience
Conference
Brand Strategy

EXECUTIVE COMMUNICATION

EMPLOYEE ENGAGEMENT

RE-BRAND & TRANSFORMATION

 

MY RESULTS

Linked below are examples of my more recent work. This is just a small sampling of my career portfolio, so I'm happy to customize a portfolio for your specific needs. While I'm not able to upload certain materials such as strategy, plans, complete town halls, crisis communication or other sensitive, confidential or proprietary information here, I can discuss these projects and related materials one-on-one as appropriate.

Go ahead, dig around - there's some great stuff in here!

 

HEALTHCARE: PRESS RELEASE

100K Babies Campaign

Announcing the company's national neonatology clinical quality study being published by the American Academy of Pediatrics. Resulting in extensive coverage across clinical media outlets.

HEALTHCARE: PRESS RELEASE

Data Warehouse Milestone

Announcing that more than 100 million neonatal health records have been entered into the company's clinical data warehouse, recognized as the largest neonatal data warehouse in the world. Resulting in extensive coverage across clinical media outlets.

HEALTHCARE: MEDIA RESULTS

New York Times - The Tiniest Victims

Result of efforts made to position MEDNAX neonatal physicians as experts in the national opioid crisis impacting babies, who are being born with Neonatal Abstinence Syndrome (NAS). This is one of more than a dozen stories in top tier media (print and broadcast) featuring MEDNAX physicians and nurses on this topic, estimated at over 1m impressions.

HEALTHCARE: MEDIA RESULTS

USA Today - Born Into Suffering

Result of efforts made to position MEDNAX neonatal physicians as experts in the national opioid crisis impacting babies, who are being born with Neonatal Abstinence Syndrome (NAS). This is one of more than a dozen stories in top tier media (print and broadcast) featuring MEDNAX physicians and nurses on this topic, estimated at over 1m impressions.

HEALTHCARE: BY-LINE ARTICLE

Becker's Healthcare - Why a Reporting Culture Matters

I served as the ghost writer, in collaboration with the physician and publication, on this article on the benefits of High Reliability Organizations (HRO). It was used regularly as a handout at industry trade shows, featured on the company's web site and blog and used to pitch Dr. Shapiro to the media and for speaking engagements as a leader in the anesthesia-based topic.

HEALTHCARE: BY-LINE ARTICLE

Becker's Healthcare - The Role of "HeROS"

Another article where I served as ghost writer, in collaboration with the physician and publication on this article profiling the benefits of High Reliability Organizations (HRO). I pitched the program it as "HeRO" to generate interest. This article was used regularly as a handout at industry trade shows, featured on the company's web site and blog and used to pitch Dr. Shapiro to the media and for speaking engagements as a leader in the anesthesia-based topic.

HEALTHCARE: BUSINESS STORY

South Florida Sun Sentinel - Mega Medical Group

Local media pitch focusing on the business and growth story, in support of the company's business development efforts.

HEALTHCARE: BUSINESS STORY

South Florida Business Journal - Doctors Learn from Flyboys

Business story leveraging the unique training of anesthesiologists with aviation experts to teach teamwork and safety at a life saving level.

HEALTHCARE: INTERNAL NEWSLETTER

MD Media

This internal newsletter is a compilation of all media coverage across the country for associates (clinical and non clinical) to better understand and relate to the mission of the company. This lived on the intranet and was distributed on a monthly basis. Built in social media links allowed associates to share these stories publicly to LinkedIn, Twitter and Facebook.

HOME SERVICES: INTERNAL NEWSLETTER

Check In

This is the CCHS company newsletter developed by the establishment of a company-wide editorial board to gather stories and company information. It's distributed monthly to all CCHS associates.

HOME SERVICES: PRESS RELEASE

Amazon Alexa Partnership

This press release announces the very first partnership with Amazon Alexa in the Home Services Market. This was one of the company's first efforts to begin telling their technology transformation story. Subsequent pitching of product, tools and executive though leadership began to shape the public story.

HOME SERVICES: INTERNAL COMMUNICATION

Manager Toolkit - Communication

I created and launched this online booklet for the company's managers (and above), giving guidance and direction on how to share corporate messaging to their teams. It also and provides basic templates to enable leadership to take ownership of some of their own basic communication, which was one of our department goals.

HOME SERVICES: PRESS RELEASE

Buoy Labs Announces Partnership

This press release furthers the digital transformation story for CCHS announcing the company's move into the growing IoT market.

HOME SERVICES: MEDIA COVERAGE

Buoy Labs Trade Story

Just one example of trade media coverage for the announcement of the Buoy IoT device partnership. More than 100 mentions were made online, with over 1 million impressions.

HOME SERVICES: INTERNAL COMMUNICATION

HQ Relocation Communication

When the company relocated headquarters, I was responsible for the communication plan for all aspects of the move, from FAQs to moving and packing instructions, amenities information, momentum teasers, day 1 event activities, executive communication and beyond. With no designated budget for internal marketing materials, I worked with facilities, HR and marketing to develop this comprehensive associate Welcome Kit.

HOME SERVICES: TOWN HALL

Quarterly Town Hall Deck

I was responsible for all executive presentation decks, most specifically Town Halls for the CEO. This is an edited version of a 2018 Town Hall, with financial and confidential information removed. The goal was always to promote associate engagement for initiatives, strategic priorities and other change or challenge within the organization. For every Town Hall, I worked with the CEO, other Executive Team members and leadership to develop and design content that would tell the company story internally.

HOME SERVICES: REPUTATION MANAGEMENT

Reputation Management Strategy

My role included oversight of the company's reputation management strategy which involved setting goals and metrics, providing ongoing reporting to leadership, leading collaborative team meetings, and partnering with all areas of the organization including marketing, operations, service network, sales, risk management and other critical functions impacting reputation.

HOME SERVICES: EXECUTIVE COMMUNICATION

Message from the CEO

I was responsible for all executive communication across the organization including CEO, COO, CMO and CHRO. This is an edited example of a year-end message from the CEO detailing successes and challenges over the prior year, serving to rally associates for the coming year. The CEO messages were reinforced by town halls, surveys, two-way communication strategy, quick hit messaging and other internal engagement tools.

EDUCATION: PR CAMPAIGN

Launch of Kaplan Commitment

This is the media backgrounder for the campaign launched by Kaplan University in response to the government investigations of online universities. I developed and implemented a media outreach campaign and was responsible for generating positive news coverage to combat the negative, one being an expose in the NY Times. This was just one of the campaigns I publicized. I also leveraged student stories to elevate Kaplan from others in the market who were under investigation.

EDUCATION: CRISIS COMMUNICATION

New York Times Talking Points

These base talking points were drafted (and customized) for internal and external use in response to the New York Times feature story focusing on the government investigation of online schools.

RESTAURANT: MEDIA PITCH

Warm Up Winter with Recipes from Bahama Breeze

This pitch in the early years of the Bahama Breeze chain garnered extensive local and national print broadcast coverage but the most memorable was a feature segment on Fox & Friends. Over a year span, I would place 50-60 TV segments for just 20 restaurants annually. Sadly these clips are on VCR tapes buried in boxes - but I could dig them out for the right opportunity! I know this makes me sound old but I call it "experienced." 

RESTAURANT: MEDIA PITCH

Canyon's Infamous Prickly Pear Margarita

This pitch was for the restaurant's infamous Prickly Pear Margarita recipe. Over a one-year span I was able to have Canyon's food and drink featured (sometimes more than once) in every Florida magazine and newspaper, as well as on Deco Drive, NPR and Zagat

HEALTHCARE: MEDIA TRAINING

Physician Media/Social Media Training

While at MEDNAX, I created the company's first social media policies and trained on both media policy and social media policy across the country at our various physician conferences. This is a highly edited version of my deck, but gives a general sense of my overall agenda and goals.

HOME SERVICES: RE-BRAND & TRANSFORMATION

Brand Attributes Manager's Playbook

During my time at CCHS, we announced we would be re-branding the company and part of my role was to ensure internal buy-in before the external launch. This Brand Attribute Playbook, along with the use of many other strategies and tools like video, messaging incentives, awards, giveaways and more helped associates understand their role in transforming the company.

REAL ESTATE: MEDIA COVERAGE

Radius in Hollywood Beach & Sapphire Condominium, an Altman Company Project

These are just a few clips from two real estate development projects where I handled the PR launch from pre-launch to event day, to post-launch and all of the media outreach in between. At initial launch, the crowds were wild for condos, but as the market changed, I adapted to manage a more competitive marketplace and the crash of the real estate market. Working closely with the sales teams on both projects, we looked for ways to differentiate the projects and attract buyers. Coverage spanned local and national and some international media. Over the course of about three years, I managed the PR and events for five Altman Company properties.

RESTAURANT: MEDIA COVERAGE

Canyon Restaurant, Prickly Pear and Innovative Cuisine

These are just a few of the stories I placed for Canyon in local, regional and national broadcast and print media, focusing on the Prickly Pear Margarita and the artistry of their menu. I leveraged their amazing (but shy) chef as the face of the the brand and trained him for TV, radio and print interviews that got new and innovative recognition for the 20+ year restaurant (at the time). As far as "making the story happen" - I searched everywhere for a prickly pear cactus plant as requested by Deco Drive the day before our segment. I hit every nursery from Fort Lauderdale to  Port St. Lucie, found one, shoved it into my small sports car at the time, and concocted a spectacular story around this prized plant. Doing PR for Canyon was always great fun!

BROADCAST MEDIA COVERAGE HIGHLIGHTS

MEDNAX Health Solutions

This video compilation includes highlights from my "Best Of" TV segments featuring MEDNAX health care providers across all specialties. My small team and I placed more than 150 physician/patient stories on average per year at MEDNAX. Approximately 25 percent were broadcast placements.

Seriously, you need to watch this! It's only five minutes, and will be the most uplifting video you'll see all day! Unless, of course, if you follow The Dodo on Instagram...

 

CONFERENCES, EVENTS & AWARDS

I love working with non profits to achieve mutually beneficial goals and supporting our communities. I am also experienced in award applications and conference promotion, both on and off site.

Ask me about the many events and conferences I have supported with integrated marketing, communication and PR strategy, as well as the awards and recognitions I have garnered and promoted for my clients and companies.

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MY EXPERIENCE

Background & Expertise

October 2017 - March 2019

CROSS COUNTRY HOME SERVICES

DIRECTOR, COMMUNICATIONS

Cross Country Home Services (CCHS) is one of the leading home warranty, repair and maintenance companies in the country, with over 1 million customers under a variety of home warranty brands. CCHS was recognized in 2018 as one of South Florida's fastest growing companies, among other growth and innovation recognitions. I led PR; reputation management and crisis communication; as well as executive, brand and HR communication for the company through a period of transformation.

January 2012 - July 2017

MEDNAX HEALTH SOLUTIONS


MANAGER, CORPORATE COMMUNICATION

MEDNAX (NYSE: MD) is a publicly-traded, acquisition-based, multi-billion dollar, national health care leader in managed services. I was responsible for the company's PR, social media, reputation management, as well as internal communications (to 15,000+ clinical and non clinical associates) in the latter part of my time there. I am proud to say I acheived previously unattained brand recognition for the company by telling the business and the patient/physician story to multiple audiences and stakeholders.

January 2009 - January 2012

PROCONNECTIVE COMMUNICATIONS


FOUNDER/PRESIDENT

I ventured into entrepreneurship and launched a boutique agency where I acquired and serviced select clients in retail, financial, technology, real estate, restaurant/hospitality, non-profit and publishing industries. My focus was on partnering with in-house teams to support my clients' public relations, digital/social media and overall communication needs.

July 2010 - May 2011

KAPLAN UNIVERSITY


MANAGER, PUBLIC RELATIONS

My focus at Kaplan University, since acquired by Purdue University, was to work with leadership, university deans and students to develop positive stories that would overcome the negative publicity associated with online schools at the time. I worked closely with the marketing and communications teams to align our goals and related messaging for the success of the school. I also supported my PR team in crisis communication messaging during this challenging time by drafting media statements and talking points used for a variety of stakeholders.

AUGUST 2010 - NOVEMBER 2011

JM FAMILY ENTERPRISES

SENIOR ACCOUNT EXECUTIVE

As the world's largest independent distributer of Toyota cars and a Fortune "Best Places to Work" company, JM Family was a $12B company (now $16B) and is still the second largest private company in Florida. I served on the Creative Services team and managed the day-to-day design, writing and production for more than 75 "rolling" creative projects (collateral, advertisements, invitations, programs and more). This was a great opportunity to learn the ins and outs of creative, and helped make me a better integrated marketing communication leader.

November 2002 - February 2008

PIERSON GRANT PUBLIC RELATIONS

ACCOUNT MANAGER

At Pierson Grant, I expanded on my earlier agency experience by managing national restaurant accounts like Bahama Breeze, Seasons 52 (both Darden Companies), Morton's Steakhouse and and Bubba Gump Shrimp Company and represented a variety of regional residential and commercial real estate developers at the height and crash of the real estate market, among others in the retail, financial and technology sectors. I also supported the company's business develop and RFP efforts.

 

MY EDUCATION

Let me know if you are a UD Blue Hen. Or, more importantly, if you have climbed the Rocky (Art Museum) steps in Philly!

UNIVERSITY OF DELAWARE

Bachelor's in English

Foreign Language Study Abroad Internship

Dean's List

Internships:

Ronald McDonald House of Delaware

The Sheraton Hotel, Philadelphia, Pa.

 

LET’S CONNECT

954-673-1331

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