Linda Shackelford

Public Relations Director at Expand PR
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Contact Information
us****@****om
(386) 825-5501
Location
NZ

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Experience

    • New Zealand
    • Public Relations and Communications Services
    • 1 - 100 Employee
    • Public Relations Director
      • Feb 2016 - Present

      Public relations and content writing services - including thought-leadership articles, blogs, social media copy, marketing copy. Media relations, crisis management, profile-building and influencer campaigns. We develop and implement tailored publicity, social media, storytelling and content writing solutions to help charity organisations, innovative businesses and entrepreneurs. Some of the companies we've work with: MenuAid, World Vision, FlipFarm, Better Tea Co, APLYiD, ASMUSS, Harrisons, Wine Collective Direct, Kiwi Artisan Co, Sweet Louise, Skinfood, WAVE Creative Communications Agency, AUT eSchool, ARIZTO, Cure Kids, Driveline, Continence NZ, IMAGR, Yourdrive, Yellow, Studio7, KPMG, World Vision, Conical Interactive, Startup Weekend Auckland, Cate Newton, Global Attract, Paw Republic. New Zealand ambassador for Tourism New Caledonia. I am on maternity leave until 2023. To enquire about collaborating in 2023, please email linda@expandpr.co.nz.

    • Kiwis in Business Podcast
      • May 2020 - Dec 2022

      A weekly podcast featuring interviews with Kiwi business owners, launched during the 2020 Lockdown to help entrepreneurs reach a wider audience and share their business stories. A weekly podcast featuring interviews with Kiwi business owners, launched during the 2020 Lockdown to help entrepreneurs reach a wider audience and share their business stories.

    • Australia
    • Public Relations and Communications Services
    • 1 - 100 Employee
    • Senior Account Manager
      • Jan 2015 - Feb 2016

      • Client-facing role responsible for account management of key retainer clients including Holden, Quest Apartment Hotels, Tourism Victoria, Universal Pictures • Created and managed projects, events and activations for clients including Movember, Spotlight, Breville, Esquires, The Pure Food Company, and Subway • Achieved national and local media news coverage for clients • Stakeholder management • Identified and managed sponsorship/partnership opportunities • Developed and implemented PR strategy, both traditional and digital/social media • Maintained and fostered media and influencer relationships • Managed and mentored direct reports • Campaign analysis and reporting

    • New Zealand
    • Book and Periodical Publishing
    • 1 - 100 Employee
    • Senior Features Writer
      • Feb 2014 - Jan 2015

      • Met and exceeded daily and weekly deadlines • Identified, negotiated and secured national and international exclusive interviews with prominent ‘celebrities’, real-life stories, and news exclusives • Responsible for TVNZ news & current affairs, celebrity agents, radio networks, charities reporting rounds • Managed photoshoots from concept inception to booking and managing teams of make-up artists, stylists and photographers • Built and maintained celebrity and national contacts • Met and exceeded daily and weekly deadlines • Identified, negotiated and secured national and international exclusive interviews with prominent ‘celebrities’, real-life stories, and news exclusives • Responsible for TVNZ news & current affairs, celebrity agents, radio networks, charities reporting rounds • Managed photoshoots from concept inception to booking and managing teams of make-up artists, stylists and photographers • Built and maintained celebrity and national contacts

    • Software Development
    • Head of Communications & PR (contract)
      • Feb 2013 - Jan 2014

      • Liaised with UK and Irish media to introduce this start-up (social business network) • Assisted in the management of Sunzu’s social media accounts • Wrote e-books, articles and blogs for the CEO of Sunzu.com • Produced other marketing materials and advised the CEO and team on PR strategy • Generated publicity through media launch events, press releases and media pitching • Liaised with UK and Irish media to introduce this start-up (social business network) • Assisted in the management of Sunzu’s social media accounts • Wrote e-books, articles and blogs for the CEO of Sunzu.com • Produced other marketing materials and advised the CEO and team on PR strategy • Generated publicity through media launch events, press releases and media pitching

    • New Zealand
    • Non-profit Organizations
    • 1 - 100 Employee
    • Communications and Event Manager (contract)
      • Sep 2012 - Dec 2012

      StarJam is an organisation which creates national and international limelight opportunities for young people with disabilities. • Assisted founder/CEO Julie Bartlett in organising the 10 year anniversary event, LiveJam • Helped coordinate a private music performance event at Auckland Museum with 60 children and international superstars Coldplay • Liaised with external stakeholders, suppliers external PR representative and media • Developed and implemented social media strategy for StarJam • Wrote and edited website copy for the website re-launch

    • New Zealand
    • Advertising Services
    • 1 - 100 Employee
    • Events Editor / Content Writer (contract)
      • Jun 2011 - Mar 2012

      • I was responsible for establishing the editorial component of the website • Produced events coverage, established a successful weekly events guide • Wrote local stories and took photography for regular upload to website • Edited and contributed content for regional Auckland print guides • Managed a team of freelance photographers and writers This was originally a six month contract which was extended to 10 months in duration. • I was responsible for establishing the editorial component of the website • Produced events coverage, established a successful weekly events guide • Wrote local stories and took photography for regular upload to website • Edited and contributed content for regional Auckland print guides • Managed a team of freelance photographers and writers This was originally a six month contract which was extended to 10 months in duration.

    • Working holiday visa - Canada
      • Dec 2009 - May 2011

      Freelance writer / PR consultant for a range of publications and companies, including; Kimbo Design, Vancouver Contac Services, Canada ACP Magazines NZ and Australia: Woman's Day APN Magazines: New Idea and New Zealand Woman's Weekly New Zealand Herald - Travel Freelance writer / PR consultant for a range of publications and companies, including; Kimbo Design, Vancouver Contac Services, Canada ACP Magazines NZ and Australia: Woman's Day APN Magazines: New Idea and New Zealand Woman's Weekly New Zealand Herald - Travel

    • Australia
    • Book and Periodical Publishing
    • 700 & Above Employee
    • Staff Writer - Woman's Day
      • Jun 2007 - Dec 2009

      • Journalist for New Zealand’s number one selling mass market magazine • Covered breaking news, real life stories and secured exclusive current affairs articles • Interviewed sport, TV & film personalities and politicians, and inspirational New Zealanders • Worked closely with PR agencies, celebrity agents and photographers/stylists/make-up artists to coordinate photo shoots and manage a creative ‘vision’ • I thrived on the weekly deadlines and the pressures and rewards that came with producing the popular magazine.

  • Donovan Boyd PR
    • Auckland, New Zealand
    • Account Manager - Public Relations
      • Jun 2006 - Jul 2007

      • Managed a variety of PR accounts, including Canon, Babich Wines, Nutra-Life, Domino’s Pizza, Mazda, National Foundation for the Deaf and the Steel Can Association of NZ. • Campaign development and execution • Wrote press releases, newsletters, and other collateral • Media pitching and relationship building • Event management • Managed a variety of PR accounts, including Canon, Babich Wines, Nutra-Life, Domino’s Pizza, Mazda, National Foundation for the Deaf and the Steel Can Association of NZ. • Campaign development and execution • Wrote press releases, newsletters, and other collateral • Media pitching and relationship building • Event management

    • Working Holiday Visa
      • Jun 2005 - Jun 2006

    • Australia
    • Online Media
    • 700 & Above Employee
    • General news reporter - Sunday News
      • Jun 2004 - Jul 2005

  • Howick and Pakuranga Times
    • Auckland, New Zealand
    • Education and Arts Reporter
      • Jan 2003 - Jun 2004

Education

  • Auckland University of Technology
    Bachelor of Communication Studies, Media and Communication
    2000 - 2003
  • Howick College

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