In my field, strategic communication (SC) is the overarching framework and set of guiding principles that shapes every message, asking, “What is the ultimate goal of our communication efforts, and how can we align all elements to achieve it?”
By contrast, strategic communications (SCs) comprises the specific tactics and activities that bring that framework to life, asking, “What concrete steps must we take to reach our objectives?”
Here you’ll find my work across both SC and SCs, demonstrating experience in:
- Strategic & Responsible Advertising
- Public Relations & Corporate Communication
- Communications Management & Campaign Planning
Explore my integrated-communications designs, persuasive strategies rooted in ethical practice, and use of advanced media tools to drive real results.
Ricoh’s Shifting Identity: From Customer-Centric Values to Enterprise Account Losses
In 2025, Ricoh’s past commitment to customer engagement and brand values is challenged as key accounts like Kroger and universities transition to competitors like FedEx Office. Gaps between promises and reality widen, highlighting executive disconnect and a profit-driven strategy that jeopardizes Ricoh’s customer-centric identity, raising questions about its future viability.
The Ethics of Strategic Communication: A Key Differentiator
Whether you’re a media and communications professional, journalist, marketer, or public relations expert, ethical principles set you apart. Strong ethics are the foundation of effective communication, fostering trust and credibility in your work. Introducing the Ethics Framework In the syllabus “The Ethics of Strategic Communications: An Introduction” (Winter 2009), University of Oregon Professor Thomas Bivins,…
National Humming Bee Campaign: Protecting Bees for a Sustainable Future
Tagline: Every Day is a Humming Bee Day—Let’s Keep Them Buzzing! Description: The National Humming Bee Campaign (NHBC) raises awareness about honey bees’ essential role in ecosystems, beekeeping practices, and threats like Colony Collapse Disorder (CCD). Join us in preserving bee populations and supporting a sustainable planet. Introduction: The Silent Decline of Insect Populations Overview…
Crisis Communication: Crisis Planning
Evaluation, Assessment, and Planning. Tohoku, Japan 2011 Earthquake and Tsunami, Regional Crisis and Aftermath. Part One: Executive Summary Role of Emergency Manager in crisis: Any Crisis Communication or Emergency Manager must understand that it is impossible to prevent a disaster, but it is critically important to be prepared for it and to educate the public…
Breaking Bias: A Case Study on the ‘Love Has No Labels’ Campaign
Background of the Specific Problem The Love Has No Labels (LHNL) campaign was launched to challenge implicit bias and promote a more inclusive, accepting society. Its central message is that small, everyday actions can help create a sense of love and acceptance among diverse groups. According to the campaign’s mission, “We believe we all have…
Digital Content Promotion Final Report Fall 2018 Semester
For this semester-long assignment the task was to generate original social media, PR, and advertising campaign elements for a single real or fictional company, organization, event, or initiative. The choice was made to promote existing business for a real estate agent and his partnership. First the problem challenges and opportunities were defined for the campaign…
Customer Engagement Strategy and Long-Term Value Proposition
Stage One: Defining Objectives and Scope Core Business Objectives Ricoh’s brand communications are driven by three core business objectives: awareness, sales, and advocacy. These objectives are paired with six tactical strategies: Attention, Evaluation, Recency, Proximity, Value Exchange, and Community. In the articles Rethinking Marketing Strategy and Rethinking the Customer Decision Journey, Satell (2017) presents an…
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Mikhail Oparin 