Patti Waid serves as senior counsel for RW Jones Agency and its clients. She is a veteran bilingual professional with more than 20 years of communications and marketing experience in increasingly demanding roles, including chief communications officer at three California universities and of the California State University system, the largest public four-year university in the United States.
Patti has deep experience in developing and leading award-winning strategic and creative communications campaigns, in alignment with organizations’ missions and goals. She is equally adept at counseling and collaborating with leaders to address complex issues with reputational, organizational and/or financial implications, through strategic communications strategies.
Having worked on public university campuses with thousands of students and employees, she has extensive real-world experience in issues management and crisis communications, with a proven track record of anticipating issues and quickly developing strategies to address potential stakeholder concerns and strive for fair and accurate media coverage.
During her tenure at University of California, Merced, the state’s newest research university, Patti built a communications program from scratch and led all communications and marketing functions, including media and public relations, executive and internal communications, crisis communications, social media, integrated marketing (including video, photography and web communications), and publications strategy and production.