1. Rachel Elsberry
1100 Alden Drive, Austin TX 78758•512.699.7054
Rachel@pickiepie.com
Corporate Communications, Public Relations, Brand and Project Manager
Storyteller•Communicator•Connector
•Communications Professional with an impressive career in corporate communications, boutique public
relations and television news.
•Experienced manager of people, projects and plans with the ability to handle multiple moving pieces and
personalities.
•Successful at garnering repeated positive press placement for multiple large and small clients.
•Keen understanding of both the traditional and social media landscapes with more than a decade of
experience as a television newsroom manager and journalist.
•Distinguished by numerous journalism and public relations awards.
•Dynamic presenter and pitch person in front of large and small groups.
______________________________________________________________________________________________________________________________
CORE
COMPETENCIES
AND
SPECIALITIES
•Event
planning
and
project
management
•
Speech
and
presentation
writing
•Press
release
writing
and
servicing
•Content
creation
and
management
•Product
launches
and
grand
openings
•Video
production
and
editing
•Social
media
savvy
•Strategic
management
skills
•Media
coaching
and
brand
development
•Storytelling
and
conceptualization
RELEVANT RECENT EXPERIENCE
MOROCH PARTNERS Austin, Texas, May, 2014-December, 2015
McDonald’s Sr. Communications Specialist
Lead public relations and communications for more than 65 locally owned McDonald’s restaurants.
Provided crisis communications management, media and spokesperson training and event planning services.
Developed and maintained annual public relations plan and budget.
Lead monthly Public Relations and Social Media meeting with McDonald’s Co-Op PR Committee composed of
McDonald’s regional corporate executives and McDonald’s franchise owners where monthly and quarterly
initiatives were presented along with results, key-learnings and recommendations
Secured local and national media impressions
Developed and maintained relationships with key media and bloggers
Developed and maintained relationships and worked collaboratively with key influencers and influential
organizations affecting the clients’ business including but not limited to: local and state government
agencies and personnel, health, community, civic organizations and minority community leaders
Consulted owners and managers on personal brand development
Managed and maintained social media accounts
Planned and executed major events including a 120+ guest banquet for the RMHC Scholarship annually
**Received award nomination from PRNews Digital Communications Awards in the Crisis Communications
category in 2015.
PICKIE PIE PRODUCTIONS Austin, Texas 2009-Present
Founder, Boutique PR and Video Firm
Provided public relations services, event management, product launch planning, grand opening planning and
execution, and video production services to clients on a contract basis.
Clients included Fleming’s Wine Bar and Steakhouse, Bonefish Grill, Piranha Killer Sushi, Kinichi, Cover 3,
Starling Eyewear, Dagar’s Catering, DNA Events, The Dress Shop, Stars in Your Eyes Optical, Rebel Pizza Bar and
Soigne’ Boutique.

2. MEDSTAR TELEVISION National Syndication 2009-2011
Freelance Medical Syndicated Program Producer
Enterprised, produced and wrote cutting edge medical technology, human and pet health segments which
aired across the country on local news stations and WebMD.
NEWS 8 AUSTIN Austin, Texas-2001-2009
Executive Producer/Special Projects & Reporter
Managed, planned and produced all special coverage, election coverage, documentaries and long-form programs for
a local 24-news channel.
Initiated, developed and branded franchise segments.
Trained reporters and producers in monthly workshops.
Implemented multiple initiatives involving station identity and brand.
Played a pivotal role in development of a mission statement and station goals.
Involved in the hiring of associate producers, producers and executive producers.
Delivered annual performance reviews.
Worked with sales and promotions to develop content for sponsorship.
Received a number of awards including:
Emmy nominations from the Lone Star Emmy Chapter for a one-hour weather documentary called Texas Flood and
another on the anniversary of the Tower Shooting at the University of Texas at Austin, the Texas Associated Press
Broadcasters first and second place award for “Best TV Special” for Division II, “Best Series in Texas” Award for
Division II, “Best Documentary” for Division II, Honorable mention for Best Feature, the USC Annenberg Walter
Cronkite Award for Excellence in Television Political Journalism and the Regional Edward R. Murrow Award for
Continuing Coverage of Hurricane Katrina, an Edward R. Murrow for Writing for a documentary on the Tower
Shooting.
OTHER EXPERIENCE
Brain Box Productions, Inc. November 2006
Freelance Field Producer-The Marriage Boot Camp
WJBK-TV Fox 2 Detroit, Michigan-1998-2001
Line Producer, Field Producer
WEYI-TV NBC 25 Flint, Michigan-1997-1998 &2000
Senior Producer, Medical Producer & Free-lance Reporter
KXAN-TV NBC 36 Austin, Texas-1995-1997
Producer, Field Producer, Assistant Producer, News Intern
EDUCATION
The University of Texas at Austin
Journalism and Government 1991-1995
Alvin Community College
Associates in Television Production, May 1991 Deans List and Scholarship 1990-91
CONTINUING EDUCATION
The Poynter Institute
Managing People and Plans for Breaking News and Beyond, August 2006
Best Practices in Journalism-Political Coverage Workshops
Putting the Pulse in Politics Workshop July, 2002
Bringing it All Together Workshop July, 2003
Covering the Home Stretch Workshop July, 2004
RTNDA News & Terrorism Workshop in Austin, January 2005
RTNDA & Promax Ratings Road Show in Dallas, July 2004
RTNDA Conference in Las Vegas, April 2004
RTNDA Leadership Seminar in Austin, July 2003

3. Time Warner Cable
Step Up to Leadership 18-week Course May-October 2003
University of Texas at Austin Continuing & Extended Education Program
Successfully Managing Conflict May, 2001
Developing Interpersonal Skills June, 2001
AFFILIATIONS
Austin Media Mavens June 2014-Present
Ronald McDonald House Central Texas Advisory Panel January 2015-Present
PRSA-AUSTIN CHAPTER January 2015-Present
International Association of Business Communicators January 2013-January 2014
Greater Austin Chamber of Commerce August 2012-August 2013
NATAS Lone Star Chapter, Charter Member May 2003-May 2006
2006 Regional Vice President
2005 Regional Vice President
RTNDA March 2004-2005