Consultant (National Media and PR Strategist)

Biography:

Katherine Hudson Carsello is a national integrated media and public relations specialist representing government, corporate, and private entities in a variety of multimedia outreach initiatives.

Based in Washington, DC, she excels in addressing her clients’ broad-based goals and challenges.  By uniquely employing research and multimedia negotiation strategy, she delivers nationally efficient and highly effective results measurable on a market-by-market basis.

This innovative approach has proven results with unprecedented return in product branding, public relations perception, efficient and targeted traditional advertising, as well as beneficial positioning for her diverse client base.

In addition to main stream national campaigns, Katherine is one of the few media professionals in the region who has considerable national multi-cultural experience at a time when domestic Hispanic and Asian communications is rapidly becoming essential to the majority of both the public and private sector.

Before moving to Washington, DC in 2001, Katherine owned and operated a full-service advertising and public relations agency in Richmond, VA for 15 years.  She represented the interests of a plethora of clients including the Commonwealth of Virginia’s Horse Racing Commission and Industry, Reynolds Metals, and numerous law firms across the country.

Katherine began her career as the Producer, Director, and Marketing Specialist for the NBC affiliate, WWBT in Richmond, VA.  She was responsible for personally collaborating with 250+ local and regional business owners to steer their broadcast public relations and advertising efforts.

Katherine learned and continues to apply the basic principals of “Client Needs Analysis”: listen to the client’s needs and obstacles, employ the best research and market information available, aggressively negotiate with key media partners, and effect substantial results “on the ground”.  

Katherine has cultivated unique relationships with broadcast, print and web-based media enabling other advances in talk show syndication and commercial viability world-wide.

She serves on The Gerson Lehrman Council, a global network of industry leaders providing consulting on a wide variety of marketplace issues.

Expertise:

• Media director and strategist for Washington-based “Think Tank” spear-heading Pandemic Flu Outreach.
• Media consultant for national distribution of book and film rights involving bioterrorism for a client who cannot yet be disclosed.
• Researched, negotiated and placed multicultural national media plan for the 2006- 2007 Flu Campaign for the CDC and NIH, among other widespread national health awareness campaigns.
• Launched a national, multicultural media campaign for the FDIC with Congressional bipartisan support and White House backing.  White House Communications staff requested media plan in order to position key political figures at media events and interviews negotiated as part of media strategy.
• Developed and executed a 64 market $34 M media plan for a national medical company.
• Interim Director of Ogilvy PR Worldwide Media Department.  Planned, negotiated, presented, and implemented print, television, radio, out of home, and interactive media advertising for Ogilvy PR offices in Washington, DC, Atlanta, New York, Chicago, and Los Angeles.
• Provided MRI, Scarborough, SRDS, IconaCulture, VOCUS, and MediaDex research for existing and potential clients. Provided specialized media research and planning for multicultural clients and initiatives. Assist with crisis control efforts when needed. Tracked direct and related media coverage, assess impact, and ROI. Current and former government and corporate clients include FDIC, CITGO, ADP, National Institute of Aids and Infectious Diseases, New Israel Fund, Press Ganey, Lifeline Nutraceuticals, Center for Disease Control, Centers for Medicare.
• Consulted and provided media resources for Venezuela and their national corporate interests.
• On behalf of an internationally–known political talk show host, developed quantitative information to provide international ad / PR agencies and their clients GRP, reach, and frequency estimates of the previously non-measurable PBS audience. This methodology was universally accepted by the media planners to whom it was presented. Resulting information provided a 47% increase in sponsorship revenue. Redesigned advertising sponsorship model in 173 US markets. Coordinated PBS airings on 317 stations nationwide.
• Negotiated the re-signing of current sponsors for two nationally broadcast television shows.
• Opened commercial market for a political talk show from 10 million households in one country to 121 million additional households in 65 countries through a syndication contract developed, presented, and negotiated with CNBC Europe, Asia, Australia, and India. Designed roll out program to announce global commercialization.
• Negotiated contracts with NBC and various vendors for airtime and production on behalf of national syndicate.
• Created and present proposals for agencies in New York, Chicago, Atlanta, and Los Angeles representing  Pfizer, Verizon, CIT, ADM, Kraft / Altria, New York Life, New York Stock Exchange, Boeing, Lincoln Mercury Dealers Association and others.  Supervised junior staff in similar presentations to other corporations.
• Personally handled PR crises with local media, national trade magazines, and television stations.