Tina Hurl Priestley

Stakeholder Engagement & Training

• Lead the development, implementation and coordination of engagement and communication strategies and plans that include multi-faceted programming (e.g., media relations, digital and social stakeholder relations, etc.).
• Built and maintained cooperative working relationships with stakeholders including community groups, Council staff, public servants, broader community stakeholders and the media.
• Designed innovative solutions to address community needs, resulting in measurable improvements in service delivery.
• Led training sessions for staff members to enhance their skills and knowledge of best practices in program development.
• Championed a culture of continuous improvement by regularly soliciting feedback from team members and implementing changes as needed.
• Created detailed reports on program activities, progress, and outcomes for internal review and external stakeholder communication purposes.
• Evaluated program effectiveness using data-driven methodologies, informing future decision-making and strategy development.Communicated, influenced and built consensus among various stakeholders with competing priorities through regular dialogue and consultation
• Applied strategic-thinking skills to provide the best service to members of the public and stakeholders
• Organized a press event in partnership with Canada Post
• Wrote various communications (minutes, Council reports, briefing notes, news releases etc.) and created different promotional materials
• Collaborated with senior leaders to offer recommendations and creative communications solutions to drive results across multiple programs.
• Reinforced organizational vision and mission with innovative and fresh communication style.

Technology /Web

• Technical competency in web communication practices, including but not limited to WCAG 3.0, design/layout principles and web writing demonstrated through updates to various property tax, relief programs and utility webpages on toronto.ca.
• Collaborates with cross-divisional staff to review, develop and consult on web pages and other digital content, ensuring content and messaging is clear, action-oriented, user-centric and service-focused.
• Analyzes metrics and evaluates evidence based data and user feedback. Makes recommendations regarding future strategies and content improvement.
• Conducted regular website audits to identify broken links, outdated content, or other issues affecting site functionality or credibility.
• Facilitates communication between key stakeholders during web development projects ensuring alignment on objectives and deliverables.
• Enhanced website user experience by optimizing site navigation and content organization.
• Utilized SEO techniques to optimize website content, improve search engine rankings, and increase traffic where needed.
• Created content for company intranet and regularly posted documents, updates and clear communications pathways.
• Conduct regular media monitoring. Analyzed media coverage and issues of relevance to the respective divisions traditional and social media (as well as other sources), public response activities, and website and social media analytics.
• Provide the with information based on media scans, i.e., traditional media, social media, blogs, etc. and recommendations related to ongoing investigations.
• Plan and coordinate outreach and engagement events, ensuring logistics and supporting materials are provided to timely manner.
• Deliver public outreach sessions and attend community and other events as the representative .
• Improved employee satisfaction by fostering open communication channels and addressing concerns promptly.
• Maintain cooperative working relationships both within the Office and external stakeholders e.g., media, community groups, public etc.
• Conduct internal and external research to ensure the Office understands the needs of its target stakeholder groups and brief the Ombudsman on key details to ensure they are informed.
• Identify opportunities to raise awareness of the Office and connect Ombudsman Toronto with the diverse residents, communities, businesses, and groups that it serves as well as with the organizations it oversees, and members of City Council.
• Develop strategies and plans to promote awareness of the Office and its work, assess stakeholder needs, and make recommendations about outreach and public education priorities, including identifying specific speaking and outreach opportunities for the Ombudsman and relevant stakeholder groups to engage.
• Through in-person delivery, provided training to all staff and management across the division
• Develop training materials used to deliver education sessions for elected officials and public servants; educate public servants on the role of the Ombudsman and the elements of fair service. Track outreach activities and provide feedback to the Ombudsman about progress.

Special Events

• Provide communication support for engagement initiatives and special events.
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Media Relations

• Wrote and coordinated production and distribution of news releases, fact sheets, correspondence and other media relations materials as approved.
• Act as the media point of contact for the Ombudsman. Manage, prioritize and/or redirect media inquiries and/or provide information to a wide range of stakeholders both internal and external.
• Develop and maintain media lists to ensure contacts are current; build relationships with relevant media and proactively identify opportunities for the Ombudsman to meet with key journalists.
• Coordinate media interviews for the Ombudsman, including developing interview strategies, creating supporting materials (briefing notes, key messages, etc.), recording interviews, and attending interviews to provide on-site guidance.

Communications/Marketing

• Lead the planning, production, and distribution of communication and engagement materials including videos, speeches, presentations, posters, pamphlets, emails, etc.
• Draft and revise key messages to ensure all external communication is aligned with the divisional priorities, vision, mission, and values, and is accessible to all stakeholders.
• Employee Benefit Newsletter Produced the quarterly newsletter providing creative direction and content throughout the process. Former and current employees (approximately31,000) receive it
• Maintained message consistency across channels to fully support short- and long-term communications goals.
• Copyedited, proofread and revised company advertisements, print materials and press releases before dispersal.
• Took photographs and videos during special events for promotional materials and social media pages.
• Coordinated with creative and design teams to produce high-quality visuals for marketing mat
• Worked with media buying to book all print/digital ads, inclusive of translations
• Recommend and implement detailed plans/procedures regarding communication and engagement program requirements.
• Conduct research into assigned area to provide recommendations and innovative advice and ideas
• EarlyON Family and Child Care Centres Campaign Utilizing the City's free transit space (163 spots), social media (organic/paid), web, print advertising, as well as digital advertising (including ethnic) along with print materials (posters/bookmarks), and implemented a diverse campaign inclusive of translations
• Increasing Access to Child Care Campaign Promoting childcare spaces and subsidies offered across the City, developed the transit shelter and social media advertisement campaign
• Delivered clear, concise reports to senior leadership on the effectiveness of various communication strategies.
• Social Procurement Program Created elevator posters, developed slide shows, marketing materials and produced Fluid Surveys for the annual networking event
• City of Toronto Utility and Tax Campaign Supported by external designers and printers produced the annual tax and utility bills, as well as brochures
• producing the monthly employee newsletter, employee news bulletins, property tax and utility bills and brochures etc.

Social Media

• Boosted audience engagement through creative content creation for social media platforms.
• Drafted all social media content and encouraged modernization of ads, including the "Don't be late, Pay by the Due Date" campaign
• Helped edit and review content across internal platforms.
• Led the social media portfolio and implemented the highly successful ‘What’s that Artifact' social media campaign resulting in extensive media coverage. Online engagement and national, as well as cross-border attention (New York Times) received.
• While leading the social media portfolio, ensuring compliance with the City's social media policy
• I developed and implemented the Museums Services "Toronto Historic Sites" social media strategy
• Monitored all social media accounts, wrote most content and facilitated online interaction with the public
• Evaluated outcomes through social media analytics and made recommendations for future strategy as required
• While supporting internal communication efforts, I developed presentations, internal communications, web content, posters and training materials for staff
• Evaluated analytics data from digital channels to drive continuous improvement in messaging effectiveness and audience targeting.
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• Created compelling visual assets such as infographics and presentations to enhance message retention among target audiences.
• Built strong relationships with key media contacts to ensure favorable coverage of company news and events.
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• Leveraged analytics to optimize communications strategies, better targeting audiences, and achieving desired engagement and responses.
• Streamlined internal communications by establishing protocols and templates for consistent messaging.
• Implemented efficient project management tools to track progress and meet deadlines consistently within budget constraints.
• Customized communication plans to fit target audience knowledge and level of expertise.
• Created social media content across multiple platforms according to content calendars and promotion schedules.
• Wrote various communications for public, media and upper management (media materials, presentations, briefing notes etc.) Responsible for all event logistics (e.g
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