New York Mets

The Mets' first-ever Chief Communications Officer needed to create a stable, consistent infrastructure to build a global brand for the Mets, and protect that brand from the potential reputational risk that could arise from a variety of crises — from stadium outages and mismanagement to player-on-player violence.

Developed a comprehensive crisis communications playbook, based on an extensive analysis of historic MLB crises and in-depth stakeholder interviews. The playbook included a reporting structure, planning for critical scenarios, messaging templates, and more.

Leveraged the playbook to accelerate quick-turn media strategy development and execution during back-to-back mid-season executive placements, allowing the Mets to shape its own narrative in critical moments. The playbook also minimized negative brand sentiment throughout high-profile player negotiations, as well as high-stakes events, including Pride Night, amid heightened polarization.