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Branigan welcomes: Sandra Peterson as director of crisis communications and reputation management

MAY 2020 – Sandra Peterson has joined Branigan to lead the company’s established reputation management group.

Peterson comes to Branigan with over 20 years of experience in crisis and issues management, strategic planning and communications, public relations, project management and relationship building. Most recently, she was director of communications for the Milwaukee Regional Medical Center, a nonprofit consortium with six member organizations including Froedtert Hospital, Children’s Hospital and The Medical College of Wisconsin.

“Sandra is an extremely knowledgeable and experienced communications professional,” said Tom Branigan, CEO and founder of Branigan. “With her extensive background in crisis communications, she is well poised to help clients navigate the lifecycle of a crisis that can threaten brands and stakeholders.”

In the newly created role of director of crisis communications and reputation management, Peterson will oversee the planning and implementation of crisis programs for Branigan clients, as well as guiding clients through emerging crises and ongoing issues.

“For any company, proactive communications planning is critical, as is the ability to respond quickly and effectively should a crisis occur,” Peterson said. “I’m pleased to join Branigan to fortify and expand the company’s crisis communications and reputation management capabilities.”

Peterson’s professional experience includes various communication roles in the health care industry, including media relations strategist for ProHealth Care and public relations manager for the former Affinity Health System in Menasha, Wisconsin. She began her career as a broadcast journalist, working in Green Bay, Wisconsin, and Decatur, Illinois. Peterson holds a degree in communications and journalism from the University of Wisconsin-Oshkosh and has earned certification in Federal Emergency Management Agency (FEMA) Integrated Emergency Management. She is a member of the marketing committee at Catholic Memorial High School, and is active with the Public Relations Society of America and Society for Healthcare Strategy & Market Development.


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