At BNSF Logistics, I was responsible for all internal and external communications initiatives across the enterprise in paid, earned, shared and owned opportunities. I also advised executive leaders on communications strategies that help explain who we are and what we do — all with a goal of supporting a people-centric culture of transparency, honesty and openness. Accomplishments include:
- Creating and launching a web-based internal communications channel called “Pathways” (with accompanying weekly push email highlighting main topics) for sharing company news, video and executive communications.
- Crafting press releases and securing earned media coverage in trade publications and online channels for our executive team.
- Conceiving of and publishing the company’s first Corporate Responsibility Report covering our accomplishments in sustainability, safety, the community and innovation.
- Creation of the company’s first Communications Playbook covering crisis communications protocols, messaging, branding and more.
John P. Churchill 