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Communications Strategy


Keeping New Yorkers aware of emergencies 24/7.

Oversaw the communication strategies for a high-stakes, 24/7 agency responsible for the safety of nine million people in New York City. The FDNY, with its 17,000 employees and a $2 billion-dollar annual budget, required a seasoned communications executive capable of handling strategic and crisis communications on a scale that few organizations ever face.

During my tenure, I faced several major incidents that required immediate and effective crisis communication. These incidents included a helicopter crash on a Manhattan building, a major data breach potentially affecting thousands of patients, and the lengthening response times of the FDNY to structural fires. Each of these challenges demanded a rapid, professional, and reassuring response to maintain public trust and ensure accurate information was disseminated.

  • Effective crisis communication during high-profile incidents, instilling public confidence in the FDNY’s ability to respond to emergencies.
  • A robust social media presence that expanded the FDNY’s reach and engagement with the community.
  • Well-prepared senior leadership capable of confidently representing the FDNY in interviews and press conferences.
  • Strong relationships with government agencies and non-profits, facilitating collaboration and advocacy for the FDNY’s mission.
  • Positive community engagement efforts that fostered goodwill and enhanced public perception.
  • Seamless execution of major events, reflecting the FDNY’s professionalism and commitment to its members and the public.
  • High-quality content production that informed and engaged a diverse audience.
  • Effective web management, ensuring that the FDNY’s digital presence was informative and accessible.

Helicopter Crash

In June 2019, a helicopter crashed on the roof of a building in Manhattan, posing a significant challenge for the FDNY. We needed to provide immediate, clear, and accurate information to the public, media, and stakeholders while managing the crisis effectively. Furthermore, I was tasked with briefing Mayor Bill de Blasio, Governor Andrew Cuomo, and the Fire Commissioner on remarks to ensure a cohesive and informed response.






Immediate engagement

First Word


Executive Communications

Data Breach Communication Response

In 2019, FDNY faced a data breach that potentially compromised the information of thousands of EMS patients. Leading FDNY communications, I had to address this sensitive issue, ensuring transparency, compliance with regulations, and a reassuring response to affected individuals and the public.







Response Strategy

Government Compliance





Social Media

Grew the FDNY's social media presence flourished, growing to over 1.3 million followers with an annual reach of 130 million+. This achievement demonstrated my ability to leverage digital platforms for effective communication.

  • Social Media Expansion: Oversaw the expansion of FDNY’s presence on major social media platforms, including Facebook, Twitter, Instagram, and YouTube. This allowed the department to reach a broader and more diverse audience.
  • Content Strategy: Developed a robust content strategy that included a mix of educational content, safety tips, behind-the-scenes glimpses, and uplifting stories of FDNY personnel. This strategy aimed to inform and engage the public while humanizing the department.
  • Engagement and Interaction: Encouraged active engagement with the audience through interactive posts, live streams, and responses to questions and comments. This fostered a sense of community and transparency.
  • Crisis Communication: In times of crisis or major incidents, I used social media to provide real-time updates, safety information, and reassurance to the public. This approach enhanced the FDNY’s credibility and reliability as a source of information.