Summary

Overview

Work History

Education

Skills

Accomplishments

Affiliations

Timeline

Catherine Cruz Norton

Hagatna

Summary

Experienced in public affairs, media relations, and crisis management with a strong background in advising senior staff members and flag officers. Skilled in developing communication plans, briefing cards, and handling media queries under tight deadlines. Adept at stakeholder engagement, public outreach, and strategic messaging across diverse media platforms. Proven track record in managing teams, budgeting processes, and maintaining a SECRET clearance.

Overview

years of professional experience

Work History

Supervisory Public Affairs Specialist / Deputy Director of Public Affairs

Joint Region Marianas and Commander, Joint Task Force-Micronesia

07.2020 - Current

Serve as one of the primary strategic communications advisors and spokespersons for Joint Region Marianas and Joint Task Force-Micronesia.
Develop Public Affairs strategies and corresponding products to succinctly tell the joint services story in support of and on behalf of Joint Region Marianas Commander, Rear Adm. Brent DeVore and Joint Task Force-Micronesia Commander, Rear Adm. Greg Huffman.
Supervise a team of military and civilian personnel that together make up the Public Affairs Team for the Commander of Joint Region Marianas Rear Adm. Benjamin Nicholson, the JRM triad and staff of professionals including the JRM Political Military Advisor and JRM Counsel/Judge Advocate General (JAG).
Lead a combination of Military enlisted personnel as well as civilian personnel to fulfill the command’s public affairs objectives thereby enhancing the mission.
Work closely with subject matter experts throughout the Region and from various Commands throughout the island in identifying positive news stories and opportunities to tell the Joint Military good news stories.
Due to the active political and media climate on Guam and in this region, using my political acumen and savvy news judgment, I work closely with the PAO and JRM leadership to advise on sensitive matters and to ensure all potential sensitivities are highlighted. Additionally, I work with the team to provide follow-on communications products developed to align with higher headquarters messages, and further enhance our external communications processes and information-sharing objectives.
In addition, I work closely with our Comptroller, Executive Director and Higher Headquarters Program Director to review our annual budgets, ensure that the JRM HQ PAO office, and the installations throughout Guam are adequately resourced for Public Affairs requirements through effective budget planning, and keen resource management.
During my tenure with Joint Region Marianas, I was afforded the rare opportunity to assume a temporary assignment to the Red Hill Joint Information Center at Joint Base Pearl Harbor-Hickam. For this assignment, I was put in charge of leading stakeholder engagement strategies and plans to ensure an open, transparent and well-rounded communications program from start to finish. While this was an extremely challenging time, as a team of public affairs professionals, congressional liaison experts and military leadership, we achieved moving the needle closer to neutral in an extremely volatile environment concerning fuel contamination of the state of Hawaii’s drinking water.
Additionally, I have the maturity level and aptitude to empathize and have a focused understanding of cultural and communication sensitivities when operating in a dynamic environment with the challenge of cultural, language and expectations. As an example, I acted as the lead Public Affairs specialist for Rear Admiral Nicholson as he toured and engaged in the Republic of Palau. As a sovereign state in the Indo-Pacific AOR, I was asked to quickly come up to speed on the cultural, language and community sentiments of the island’s people. In working closely with the U.S. Embassy, the Palau Governor’s office and the local community’s leaders, I was able to provide strategic engagement support and knowledgeable, invaluable background for the Admiral as he and his team entered the country for the first time. In Guam, as the Supervisory Public Affairs Specialist, I lead by example as it relates to professionalism, high ethical standards, and professional development. Currently, I am actively pursuing professional development opportunities through the Public Relations Society of America (PRSA) accreditation program – APR+M.
Supervisor: Navy Lt. Cmdr. Michelle Tucker and Navy Capt. Michael Smith, Joint Region Marianas Chief of Staff

Public Affairs Specialist

NAVFAC Marianas

05.2015 - 07.2020

I managed and implemented a robust internal and external communications program for NAVFAC Marianas that supported required joint mission of Commander, Joint Region Marianas. Leveraging the support of a Public Affairs contractor, I supervised coverage of command events, highlighting appropriate and relevant themes.
I was solely responsible for researching, planning, implementing and evaluating all command outreach events, public meetings, and engagements with community leaders, stakeholders and elected officials.
I am certified as the Contracting Officer’s Representative (COR) for the PAO support contract, and possess solid working knowledge of contract administration; department budgeting processes and procedures.
I served as communications advisor for commanding officer and members of senior leadership; worked to establish, promote and direct all actions and activities associated with managing the command’s internal and external public affairs program. I served as the primary spokesperson and community liaison officer for NAVFAC Marianas.
I worked closely with all public affairs professionals both DoD and Government of Guam to mitigate all potentially adverse impacts to the command’s public perception through early identification of issues and concerns utilizing strong analytical skills and abilities. In close coordination with command senior leadership, I provided strategic communications guidance, leveraged strong ties with the Guam community and parlayed that with the Military mission, policies and procedures.
Through information and message management I ensured all publically releasable materials such as news releases and newspaper articles met the requirements of Associated Press (AP) and U.S. Navy style guidelines, and aligned with the Navy’s core values and key messages.
I developed and maintained excellent rapport with local and regional media members, leading to the superior positive media coverage of all NAVFAC Marianas activities and initiatives. As a result of strategic coordination with external media, NAVFAC Marianas and many of its supported commands including Joint Region Marianas, Naval Base Guam and the Joint Guam Program Office FWD received invaluable earned media coverage on the radio, in local publications, internal magazines and trade magazines which have proven to positively impact the credibility and public image of the Navy.
I provided sound and credible public affairs support for military construction (MILCON) projects, milestones, contract awards and environmental initiatives that are vital to the public’s trust and understanding of the U.S. Navy and Marine Corps in Asia-Pacific region.
Supervisor: Capt. Daniel Turner/Capt. Paul Chan/Mr. Samuel Roundtree, Business Director

Supervisory Public Affairs Specialist (Director of Public Affairs)

Naval Facilities Engineering Command (NAVFAC) Pacific

06.2012 - 05.2015

In this position I served as a staff assistant and senior communications advisor to Commander, NAVFAC Pacific and senior leadership at the Echelon III Command Asia-Pacific Headquarters.
I provided consultation and advice for the development of public affairs strategies, initiatives and programs to support overall Command goals and objectives.
I supervised a team of public affairs specialists (GS-12); provide guidance for photography, video support and other duties as required on a project-by-project basis.
I was responsible for planning, designing and executing comprehensive internal and external public affairs programs and overseeing internal and external communications functions at the Echelon IV Commands (NAVFAC Hawaii, NAVFAC Marianas and NAVFAC Far East).
On a daily basis my work included prioritizing, analyzing, and executing a robust public affairs program, inclusive of strategic stakeholder engagement plans and efforts, for our Navy Command and its various projects and programs. I evaluated public input and work towards making accurate assessments of the informational needs of internal and external audiences.
This included evaluating specific public affairs problems generated as a result of public reaction to various NAVFAC programs and projects, and developing solutions targeted at specific audiences.
This work often required that I analyze current and immediate community attitudes to determine method of engagement, and to ensure continued protection of NAVFAC credibility and prevent unwarranted criticism of the Navy. I served as primary coordinating and releasing authority for all NAVFAC Pacific information to be released to the media and public. I maintained an effective working relationship with news media and respond to all informational requests from media members. I interfaced and maintained close liaison with area public affairs officers to collaborate on answering media queries that concern NAVFAC Pacific and associated initiatives such as the Marine Corps realignment, construction, contracts, engineering, environmental and acquisition. This collaboration ensured timely, accurate and cohesive press statements.
I provided public affairs policy guidance and assistance to field activities and supported commands in Hawaii and the Asia-Pacific Region including Commander, Pacific Fleet, Joint Base Pearl Harbor-Hickam, Commander, Navy Region Hawaii, Joint Guam Program Office Forward (JGPO FWD), Joint Region Marianas (JRM) and Naval Base Guam (NBG).
Through excellent media relations and community liaison efforts, I continued to identify key opportunities to highlight NAVFAC people, programs and projects, and closely strategized with Military partners (JGPO, JRM, CNRH, JBPHH and NBG) to execute effective public affairs programs with emphasis on overarching key messages and themes.
Supervisor: Capt. Peter Lynch, Vice Commander/Capt. Michael Williamson/RDML Brett Muilenburg

Public Affairs Officer

Naval Facilities Engineering Command (NAVFAC) Marianas

11.2008 - 06.2012

Served as communications advisor for commanding officer and members of senior leadership; worked to establish, promote and direct all actions and activities associated with managing a robust internal and external public affairs program; selected as primary spokesperson and community liaison officer.
Worked to mitigate all potentially adverse impacts to the command’s public perception through early identification of issues and concerns utilizing strong analytical skills and abilities. In close coordination with command senior leadership provided strategic communications guidance, leveraged strong ties with the Guam community and parlayed with Military mission, policies and procedures.
Through information and message management ensured all publically releasable materials such as news releases and newspaper articles met the requirements of Associated Press (AP) and U.S. Navy style guidelines, and aligned with the Navy’s core values and key messages.
Closely coordinated with internal and external media, and aligned media interviews and articles to specific communication points and key messages that educated entertained and effectively asserted the NAVFAC strategic plan, and the larger Navy mission.
Developed and maintained excellent rapport with local and regional media members, leading to the superior positive media coverage of all NAVFAC Marianas activities and initiatives. As a result of strategic coordination with external media, NAVFAC Marianas and many of its supported commands including Joint Region Marianas, Naval Base Guam and the Joint Guam Program Office FWD received invaluable earned media coverage on the radio, in local publications, internal magazines and trade magazines which have proven to positively impact the credibility and public image of the Navy.
I provided sound and credible public affairs support for military construction (MILCON) projects, milestones, contract awards and environmental initiatives that are vital to the public’s trust and understanding of the U.S. Navy and Marine Corps in Asia-Pacific region.
Supervisor: Cmdr. Matthew Suess, Executive Officer (2009-2010) Capt. Cheryl Hansen, Executive Officer (2010-2012)

Television News Director and Anchorwoman

Sorenson Media Group - Pacific News Center

03.2008 - 11.2008

Produced, Communicated and Disseminated Ideas and Information
Optimized keen understanding of the region’s social and political climate, and analyzed the news worthiness of ideas, issues and information. Provided story assignment direction to a staff of five television reporters, and researched and disseminated information in a concise and compelling electronic news format through written, oral and visual media.
Produced and Disseminated Information and Ideas
Identified significant opportunities to illuminate people, programs and projects that communicated positive relationships with elected leaders, members of the public and community partners.
Made clear and convincing oral presentations with consideration given to the audience and the nature of the information. In the supervision of five reporters and 12 production staff members, our team produced a live television news program every night, and regularly updated the organization’s Portal homepage with the intent to educate and entertain.
Supervisor: Rex Sorenson, Owner

Director of Public Affairs Firm

CruzNorton Public Affairs and Marketing Firm

10.2007 - 11.2008

Company Overview: Minority woman-owned small business

Marketing Communications Manager

Hyatt Regency Guam

08.2005 - 08.2007

Supervisor: Sophia Chu, General Manager

Marketing/Business Development Manager

PacifiCare Asia Pacific Healthcare Systems

07.2004 - 07.2005

Supervisor: Agusto Sablan

Public Affairs Manager

Commander U.S. Naval Forces Marianas & Raytheon Technical Services Guam

12.1999 - 06.2004

Company Overview: Base Operating Support Contract (BOSC) Raytheon