ANDREA YORCHUCK
White Oak
Summary
Dynamic public relations professional with extensive experience at UPMC, excelling in media outreach and event management. Proven track record of enhancing brand visibility through strategic communication and crisis response. Skilled in relationship building and proficient in digital PR platforms, successfully orchestrating high-profile events that garnered millions in media impressions.
Overview
20
20
years of professional experience
Work History
Senior Manager, Public Relations
UPMC
Pittsburgh
02.2022 - Current
- Manage all facets of media relations on behalf of UPMC Children's Hospital of Pittsburgh, UPMC Children's Hospital Foundation, and UPMC Magee-Womens Hospital to enhance and increase visibility.
- Managing both media relations and internal communication tactics for UPMC Children's Hospital of Pittsburgh -- keeping employees informed and engaged with information and working closely with leadership to create and execute communication strategies.
- Work consistently with national media on clinical based stories, including outlets such as Good Morning America, Associated Press, Today, ABC News, NBC News, CNN, Washington Post, New York Times, and more.
- Working with executive leadership on a daily basis to increase brand awareness and highlight strategic priorities for both media relations and internal communications.
- Managed and facilitated a live broadcast during COVID-19 with ABC's Good Morning America at UPMC Children's for a large-scale feature patient story during Halloween. The story was shown to over 30 million viewers. Managed the patient story with GMA, logistics with leadership to ensure all COVID-19 guidelines were being followed, internal communications, video aspects, and more.
- Managed and cultivated effective working relationships and events with athletes such as Russell Wilson, Sidney Crosby, Andrew McCutchen, Cam Heyward, Brett Keisel, as well as professional and college sports teams such as the Pittsburgh Steelers, the Pittsburgh Penguins, and the Pittsburgh Panthers.
- In November, orchestrated a groundbreaking event, featuring Leslie Davis, president of UPMC, and Diane Hupp, president of UPMC Children's, announcing the construction of the new Heart Institute at UPMC Children's. Media, including the Pittsburgh Business Times, The Pittsburgh Post-Gazette, Tribune-Review, WTAE-TV, WPXI-TV and KDKA-TV covered the event. Worked on logistics as well for the special event, including creating talking points, executive briefings, securing locations within the hospital, and more.
- Managed media relations and special event logistics for several key events at UPMC Children's and UPMC Magee, including the KDKA Free Care Fund Benefit Show; annual nursery events; numerous visits from professional sports teams, players, and celebrities; Superhero Window Washers; Prom for Patients; Walk for Children's; and more.
- Worked with UPMC government relations to manage media relations and all on-site logistics for government related press conferences at UPMC Children's.
Manager, Media Relations
UPMC Children's Hospital of Pittsburgh
Pittsburgh
04.2011 - 03.2019
- Assist in strategizing, pitching, and implementing all facets of media relations on behalf of UPMC Children's Hospital of Pittsburgh and UPMC Children's Hospital Foundation.
- Service lines, experts, and patient families have been featured in national news outlets, such as Good Morning America, NBC Nightly News, World News Tonight with David Muir, Today, New York Times, Huffington Post, Parade, People.com, CNN, Headline News, and more.
- Managed and coordinated various press events at the hospital; from securing area for event, working with audio visual and various departments to plan, handling guest lists, creation of press kits, press releases, media advisories, creating talking points for speakers, set up and break down of event, managing media and social media during event, taking photos, and more.
- Established effective working relationships with senior leadership, division chiefs, staff, faculty, media, patients, families, and donors.
- Managed video producer for the hospital and the Foundation and in one year, over 80 videos were completed.
- Coordinated promotion of the 125th Anniversary Year of the hospital with a campaign filled with media stories for events such as a Gala, a media tour and patient family visit with actor, Joe Manganiello, and the first-ever Walk for Children's. Media impressions totaled over 18 million and more than $20 million was raised.
- Managed media promotion for various large-scale Children's Hospital of Pittsburgh Foundation events each year, including the DVE Rocks for Children's Radiothon, KDKA Annual Free Care Fund Benefit Show, and the Walk for Children's.
- Managed media and social media for numerous hospital events each year, including the Prom for Patients, Superhero Window Washers, Pittsburgh Steelers Rookie visit, Pittsburgh Penguins holiday visit, and many others.
- Managed all social media channels for the hospital (Facebook, Twitter, YouTube, Instagram, Snapchat, Blog)
- Redesigned hospital blog and launched Instagram page.
- Helped to launch Snapchat account and was one of the first children's hospitals to launch Snapchat for their facility.
- Handled multiple tasks simultaneously and prioritized projects appropriately for the Marketing and Communications Department.
- Served as the hospital's public information officer for crisis communications.
Account Executive
Maroon PR
Columbia
04.2006 - 04.2011
- Responsible for creation/management of public relations campaigns and events for a variety of clients.
- Garnered media exposure for clients in local, regional, and national media outlets.
- Worked on a variety of accounts, including Ripken Baseball, Carmelo Anthony Foundation, The Moyer Foundation, Landmark Theaters, Sullivan's Steakhouse, Babe Ruth Birthplace & Sports Legends Museum at Camden Yards, Clipper City Brewing Company, and more.
- Managed opening of Sullivan's Steakhouse in Baltimore. Managed guest lists, invitations, securing event vendors, menu creation, media coverage, and more.
- Assisted with the Carmelo Anthony Foundation basketball tournament event in Baltimore. Managed VIP event with celebrities at Fogo de Chao, media coverage at celebrity basketball tournament.
- Secured feature story on ESPN's e:60 on the Moyer Foundation's Camp Erin program, the largest national bereavement program for youth grieving the death of a significant person in their lives.
- Assisted clients with other initiatives such as developing/managing marketing campaigns, events, brand building, web/collateral development, and strategic partnership building.
Education
Bachelor of Science - Sport Management, Business Administration & Communications
West Virginia University
Morgantown, WV05.2003
Skills
- Microsoft Word and Excel proficiency
- Public relations and media outreach
- Crisis response communication
- Event coordination and management
- Networking and relationship building
- Teamwork and collaboration skills
- Creative problem-solving abilities
- Data visualization in PowerPoint
- graphic design with Adobe tools
- digital PR platforms expertise
- effective project management strategies
- effective interpersonal communication
References
References available upon request
Timeline
Senior Manager, Public Relations
UPMC
02.2022 - Current
Manager, Media Relations
UPMC Children's Hospital of Pittsburgh
04.2011 - 03.2019
Account Executive
Maroon PR
04.2006 - 04.2011
Bachelor of Science - Sport Management, Business Administration & Communications
West Virginia University