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Roberta Shaw's experience in healthcare public relations spans more than 20 years. With a particular focus as a communications advisor, writer and media spokesperson, Ms. Shaw possesses extensive experience in planning for and managing sensitive public communications, as well as working with a broad range of local and national media representatives.
A founding member of the Denterlein Worldwide team, Ms. Shaw personally directs relationships with Tufts Health Plan, Children's Hospital Boston, Massachusetts League of Community Health Centers, and Massachusetts Hospital Association. Her work includes a full range of services; from counseling hospital leadership teams regarding crisis communications to on-site management of client PR staff and programs; from development of strategic multi-faceted communications campaigns to speech and opinion editorial writing for senior leadership.
During her tenure at Denterlein, Ms. Shaw developed a comprehensive strategic plan to increase the placement of significant national media coverage of Children's Hospital Boston research, exceeding the annual story placement goal by 100 percent. Her work won industry-wide recognition with a Lamplighter Award from the New England Society for Healthcare Communications in 2003. She also won a Lamplighter Award in 2002 for the development of a tri-community campaign along the North Shore that both educated the public about 911 services and prepared them for the closing of a local emergency medical service.
Prior to joining Denterlein, Ms. Shaw served as director of public affairs at McLean Hospital, Harvard Medical School's largest psychiatric teaching hospital, and served on the corporate communications team for Partners HealthCare. Ms. Shaw developed and implemented communications efforts to maintain and grow McLean's national visibility during significant restructuring of its workforce and sale of more than half the hospital's excess property. Under her leadership, media calls to McLean for expert comment on psychiatric, behavioral health and lifestyle issues increased by 300 percent.
Ms. Shaw's previous experience as a public relations consultant includes communications planning around the nation's first corporate-based intergenerational day care center, representation of the country's largest provider of corporate work and family life programs, and restructuring the public relations office of one of Massachusetts' leading academic medical centers.
Ms. Shaw received a B.A. in Journalism from the University of Missouri-Columbia. She also holds professional accreditation from the Public Relations Society of America.
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