Strategic Communications

Shane Kinkennon helps senior teams craft and deliver messages and narratives to favorably influence staffs, boards, policymakers, other stakeholders, and more.

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I spent the first 20 years of my career as a public affairs professional in Washington, DC, providing communications counsel and support to trade associations, Fortune 500 companies, and issue-based coalitions. 

I am a career communications strategist and campaign manager. Over the years I worked with clients as diverse as execs at Fortune 100 companies, a bipartisan 3rd-party presidential campaign, the global leadership of a mainline Protestant denomination, and respected family foundations investing in systems change for the public good.

Let me help your team:

  • Conduct Audits. Equip you to truly see the signals your business is sending into the marketplace across its entire universe of touch points.

  • Prioritize Audiences. Determine which stakeholders are most crucial to what your organization seeks to achieve.

  • Craft Messages. Develop or refine message strategy by audience on a complex topic or issue.

  • Develop Plans. Determine what mix of communications methods, messages and media, in what sequence, will actually move the dial on your issue.

  • “When it comes to driving complex communications projects and campaigns, I’d put Shane’s skills up against anyone’s. I’m a very big fan.”

    — Mike McCurry, former White House Press Secretary

  • “I’ve relied on Shane again and again to figure out marketing communications in murky waters. He has an amazing ability to operationalize a complex strategy inside an organization, making all the pieces and people fall neatly in line. It’s first rate.”

    — Dave Bornmann, Chief Marketing Officer, Association Analytics

  • “Shane is a consummate professional, impeccably organized and a fantastic strategist. I can scarcely think of a marketing or communications person I’ve enjoyed working with more, or who I would more enthusiastically recommend.”

    — Susan Finn, Ph.D., R.D., L.D., F.A.D.A., former President, American Dietetic Association Foundation

  • “Shane is an outstanding all-around marketing communications pro, and he’s got client service down to an art form. I jump at any opportunity to work with him.”

    — Julia Payne, (former) VP of Communications, Washington Football Team

  • “I’ve watched Shane align online and other campaigns with broader communications strategies for Fortune 500 companies, and generate results. He makes it look easy, and he’s a pleasure to work with.”

    — Arvind Rajan, Cofounder and Chairman, Cricket Health, and former VP of New Markets, LinkedIn

Not Just Words—Strategic Narrative That Lands

Whether it’s staff buy-in, board alignment, public trust, or policy influence, I help leadership teams craft messages that resonate where it counts.

This isn’t about spin. It’s about aligning your internal clarity with external impact.

I’ve spent decades helping organizations translate complexity into action—starting with my time in Washington, DC, supporting trade associations, Fortune 500s, and mission-driven coalitions.

This Is About Alignment, Not Noise

Here’s how we turn communication into traction:

  • - Conduct Audits
    I help you see what messages you're already sending—intentionally or not—across every touchpoint.

  • - Prioritize Audiences
    We figure out which stakeholders matter most to your current goals—and how to reach them.

  • - Craft Messaging
    I help you shape what to say and how to say it, especially when the issue is nuanced or high-stakes.

  • - Build Communication Plans
    Together, we map the sequence, medium, and moments that will give your message the best shot at making an impact.

Here’s how I help.

  • Executive Coaching

    For C-suites and senior managers

    Unlock new mindsets and methods to inspire teams, equip them to lead change, and actually hold them accountable for results.

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  • Management Consulting

    For nonprofit leadership teams

    Devise and lead change in response to intractable organizational challenges, aligning strategy and function for mission delivery.

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  • Board Consulting

    For nonprofit boards of directors

    Sharpen focus on those activities and areas that deliver the absolute highest value to management of the organization you govern and serve.

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  • Planning Facilitation

    For boards, coalitions, and more

    Have structured, disciplined conversations about where your organization needs to go, how it will get there, and what measurable outcomes it will achieve.

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  • Strategic Communications

    For senior teams that need to break through

    Craft and deliver messages and narratives to favorably influence staffs, policymakers, and other stakeholders, in change-leadership scenarios and far beyond.

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  • Fractional Executive

    For short-term leadership needs

    Occasional interim or fractional executive leadership for organizations that need someone to engage easily, learn quickly, and bring a facilitative-leadership touch.

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Frequently Asked Questions

  • Who is this work for?
    Senior leaders and teams who need their message to land with internal or external audiences.

  • Is this about media relations or PR?
    Sometimes—but more often it’s upstream work: alignment, clarity, and message architecture.

  • What kinds of organizations do you work with?
    Corporates, nonprofits, campaigns, coalitions—any group with high-stakes messages and diverse audiences.

  • Can you help with messaging for a tricky or controversial issue?
    Yes—that’s often when my background is most useful.

  • How is this different from hiring a PR firm?
    I work with you directly to clarify strategy and story before anything gets pushed out.

  • How do we start?
    Book a quick call, tell me what you're up against, and we’ll see what’s possible.