Three key experiences shaped Jeff Hentschel's career in communications: 1) Working in television production at CBS News taught him the fast-paced environment of broadcast news and how to produce commercials; 2) Managing a live event production company exposed him to managing staff, traveling, and using Adobe products; 3) As Director of Communications for Tennessee state government, he improved public perception through clear communication and helped thousands of unemployed citizens through a difficult recession.

1. Three Work Experiences that Shaped My Career
For detailed job information and samples of Jeff Hentschel’s work visit "www.jeffhentschel.com
Riding the CBS News Train
In the news business there was an opportunity around every corner. Fresh out of school, I worked as
a studio production member shuffling scripts and running cameras. I quickly learned graphics and
volunteered to sit in the director’s seat calling the shots as a technical director. I finally landed the job
of commercial producer, and the creative opportunities of writing, shooting, and editing commercials
kept me engaged for ten years.
Making Live Events Pop
Knowing television production allowed me to take a role as a manager of a live production company.
Serving the corporate and entertainment community, we delivered sound, lighting, and video for
clients like TVA, Pilot Corporation, and the Neville Brothers. It was in this industry I learned how to
manage staff, travel and work relentless hours, engineer live-event equipment, and harness the
magic of Adobe products.
Changing the Way Things Have Always Been Done
For decades, state government communications was basically tri-fold brochures and press releases,
but that soon began to change after my appointment. My initial role included writing and graphic
design, but my duties soon grew to include producing a video magazine airing on PBS stations across
the state. As I was offered the Director of Communications position, the economy fell deep into
recession, and the department’s unemployment division would come under frequent scrutiny from
the news media for very poor service. During this period I learned that one public servant can affect
change and help thousands of people through clear communication. I also learned that improving
the public’s perception of government is difficult but not impossible.
Piquing Interest in What We Do
After surveying our staff, we found that they were bombarded with updates that took too long to
digest and were not interesting or helpful in their work. With that in mind, my goal was to refine our
weekly updates​ to feature videos, pictures, and infographics that delivered timely, interesting, and
relevant information at a glance. We also created unique ​online magazines​ for both staff and
employers that were both professional and sustainable from an editorial and production standpoint.

3. Crisis Communications Success Stories
Newsletters
Press Releases
Legendary Nashville Guitar Producer Joins
Paychecks for Patriots Veteran Hiring Event
State Announces New Jobs App for Smart Phones
TN Offers Free High School Equivalency Testing
State Agency Collects Four Awards at Prestigious
Public Relations Industry Event
Number of Work Related Fatalities Sees
Double-Digit Drop for Second Consecutive Year
Transforming a Trashed Website
In 2015, there was extensive media coverage of the new state logo that was bought from an
advertising agency. What wasn’t reported was the state simultaneously adopted a new cloud-based
website. Rewriting the 1,500 pages that had been haphazardly dumped into the old website during
the previous decade was an extreme challenge. I led the development of a test site, held focus
groups, and proofed the final pages. In April 2015, "tn.gov/workforce​ was launched with clear
information, no dead ends, and few acronyms.
Buzz Creating Dashboards
I debuted the use of televisions to relay interesting information in each lobby of the Nashville office.
Communications immediately gained the attention of staff with business updates, fun facts like
retirements and birthdays, and weather and traffic information. This initiative spread to include
real-time statistics in executive staff offices and call centers. Management now has at their fingertips
live statistics on every division’s benchmarks, legislative updates, and what was being said on social
media and in the news about the department.

5. Meaningful Social Media
Our social media was born with a network of Twitter and Facebook sites in our American Job Centers
but with no vision other than posting jobs and gaining followers. Over time, protocols were developed
for content, analytics were used to drive our messaging, scheduling was harnessed by Hootsuite,
training was initiated on the proper use of hashtags, networking was enhanced through our partners,
engagement was sought with our customers, and interest in our messages was piqued with pictures,
graphics, and videos. ​@Jobs4_TN
Two people and a Buddha Turn Government Service Upside Down
My swan song in state government was the development of an online customer service system called
Zendesk (their logo features a Buddha) that is spreading throughout state government. Zendesk is
used by 5,000 companies worldwide and incorporates a helpdesk, online service tickets, live chat, and
telephone routing. My Deputy Commissioner and I created the initial content and logic that eventually
changed the public perception that the unemployment system was unreachable. My role as
administrator was to ​train staff", develop content, and administer daily operations. Since April 2014,
300,000 tickets have been solved with an average satisfaction rating of 85%. The system is now
staffed with 330 agents at the Department of Labor alone.
PRSA Awards
2015 Public Relations Society of America - Parthenon Awards for Public Relations Campaign,
Community Relations, Media Relations and Public Affairs
The comprehensive campaign for ​Paychecks for Patriots​ included press releases, editorials, videos, and
graphics distributed through traditional media, social media, partner agencies, and veteran support groups.
2014 Public Relations Society of America - Parthenon Awards for Public Relations Campaign and Public
Affairs
The TN Department of Labor was the only state agency to win two PRSAs for ​Paychecks for Patriots​.
2013 Public Relations Society of America - Parthenon Awards for Community Relations
The success of ​Paychecks for Patriots​ held in 12 locations across the state lead to Tennessee’s model being
reproduced in Georgia and Florida.
Education
University of Tennessee, Knoxville​, TN​ - BS 1991
Major - Broadcast Management; Minors - Speech Communications and Psychology
105 William Shy Drive ​ Hendersonville, TN 37075 ​ 615.499.1780 ​jeffhentschel@comcast.net​ ​ ​www.jeffhentschel.com