Alexandra’s foray into the public relations field started as part of a grassroots effort, when she and six other members of the Birmingham Union, a group dedicated to historic preservation, successfully lobbied for federal funds and matching grants to restore residences and businesses on Pittsburgh’s South Side, a then decaying inner-city neighborhood. Alexandra served as the advertising manager and writer for the group's monthly newspaper, Closer Look, which encouraged residents to restore, rather than remodel their homes. She and the other group members also solicited donations from area corporations to develop an amphitheater, boat launch and 30-block waterfront park starting at Station Square. Were they successful? Change came gradually, but today, South Side properties are amongst the most valuable in the city. South Side is appreciated for its Victorian charm, easy access to the city, and boating, bicycling and other park-setting amenities.
Although Alexandra had been winning writing awards since the seventh grade, and had earned an undergraduate degree in English from Washington & Jefferson College, after promoting the Birmingham Union, she wanted to formally study public relations. She did so at the University of Houston, in Houston, Texas. She first took numerous undergraduate courses in journalism, then earned her master's degree in communications, and recognition as the Outstanding Public Relations Graduate Student by the Houston chapter of the Public Relations Society of America. While at the University of Houston, Alexandra also served as the writer for the four-person student team that won first place in a national public relations contest open to 144 colleges and universities.
Alexandra completed a public relations internship at Southwestern Bell Telephone (SWBT) in Houston, where she developed the company's first United Way campaign in a five year period that met its contribution goals. She helped coordinate employee involvement with the U.S. Olympic Festival. She also served as the corporate public relations liaison for several community groups on a fact-finding mission regarding minority population issues that fostered a business partnership with schools. Additionally, Alexandra wrote speeches that were delivered by the division's top marketing/human resources officer, and composed articles for internal and external newsletters, as well as press releases. She also created a film script featuring 15 SWBT employees, and directed its production.
From 1986 - 1992, Alexandra worked as a public relations account executive, and later as an account director at advertising and public relations agencies. She represented clients in the automotive after-market, banking, computer software, fast-food, franchise, health care, pharmaceutical, personnel, and mass merchandise retail chain industries, as well as non-profit organizations. She landed her first Wall Street Journal placement after being out of school just five months, and wrote and successfully placed clients' stories in local, national and international newspapers and magazines. She also booked clients on radio and television talk shows locally, and in New York City. She organized special events and formulated seminar strategies to strengthen the bond between clients and their communities, and helped clients establish positive media, employee, community and government relations programs.
Alexandra taught English, speech, and debate for two years in Texas, then accepted a position teaching all of the courses in the public relations sequence at Mansfield University of Pennsylvania. More about her teaching experience is listed in the column on the right.
Following that eight-year teaching stint, Alexandra served as the news services manager of West Virginia University Hospitals (WVUH), and the health system's schools of medicine, dentistry, pharmacy and nursing. While at WVUH, Alexandra handled all calls from media, and wrote more than 150 press releases about breakthroughs in medical technology, diseases and treatment trends, new building dedications, grants obtained by staff, and more. She also wrote a four-page article monthly for MD News Magazine, and created speeches for administrators. She coordinated press conferences and organized special events, such as a talk by a Nobel Peace Prize winner, as well as a forum on bio-terrorism. She developed crisis statements for delivery to the press during emergencies, and developed the marketing department's crisis communication and media relations plans. She also supervised the writing of three other employees responsible for newsletter writing and internal communication.
Alexandra also worked as the public relations manager of a hospital in New Jersey, where her writing won first place nationally in a marketing contest's external magazine category, and second place in its annual report category. While there, she wrote and supervised layout and production of the hospital's employee newsletter, physician newsletter, a town health newsletter, a newsletter that targeted seniors, and a high-profile magazine distributed to 45,000 to 95,000 residents. She wrote advertising copy and bought broadcast and print media. She also devised the hospital's marketing plan, all of its public relations plans, and handled all media relations. Alexandra served as spokesperson for the organization on non-clinical topics, and created talking points and media-trained clinicians to respond to press inquiries on clinical matters. She also wrote speeches, opinion editorials and video scripts for administrators. Additionally, she developed, publicized and documented special events.
Alexandra is accustomed to breaking information down into understandable bites for various publics. She knows how to crystallize messages, and can motivate others to action. She can be hired by the hour to write, edit or proofread materials, or by the project or monthly retainer fee to develop and implement public relations campaigns. She has written and successfully placed thousands of stories in local, national and international newspapers, and has had numerous feature stories and opinion editorials appear in business, general interest and trade magazines and newspapers. She also creates and/or supervises production of printed materials from copy writing to press checks.
