MICHAEL J. KEEGAN

• Manage a boutique strategic communications agency catering to diverse sectors, including healthcare, insurance, financial services, and technology.
• Implement integrated communication plans to support clients' strategic priorities.
• Develop and leverage relationships with key journalists and influencers to effectively manage clients' public image, and secure positive media coverage.
• Execute and deliver public-facing messaging and external communications to critical audiences in support of clients' legislative and regulatory priorities.
• Identify executive speaking opportunities, and develop thought leadership content for external and internal audiences.

• Developed, led, and managed the organization’s advocacy outreach and communications strategy.
• Crafted and executed communication plans to shape public narratives and advance the policy agenda of Argentum at the state and federal levels.
• Served as the primary author and editor of external communications, including press statements, policy white papers, issue briefs, congressional testimony, and social media content.
• Built relationships with reporters nationally and in the DC market to position Argentum as a thought leader in the senior living space, and submitted timely pitches for story ideas on Argentum's priorities and critical policy issues.
• Partnered with state affiliates to secure media coverage in the trade press and local media outlets to support their policy and advocacy efforts.
• Collaborated with the internal content and marketing team to leverage social media in support of issue campaigns and legislative priorities.
• Oversaw crisis response efforts and coordinated with external consultants to manage national press reports that were critical of the industry, as well as potential implications from state and federal policymakers.

Key Accomplishments:

• Achieved 103 earned media placements across industry, health policy, and nationally syndicated publications in 2023, a 65% increase from 2022. Secured 102 earned media placements YTD in 2024, a 26% increase year-over-year. Placements included The Washington Post, Wall Street Journal, US News & World Report, Axios, Inside Health Policy, Health Affairs, Senior Housing News, and McKnight's Senior Living News.
• Increased unique engagements with industry press, health care, veterans, and national press by 96% since December 2022.
• Increased the number of Argentum Advocates Twitter followers by 481%, oversaw a 330% increase in published content, and a 187% increase in impressions, and achieved an engagement rate of 4.6%. High-value followers include Axios, Modern Healthcare, The Wall Street Journal, Inside Health Policy, Kaiser Family Foundation, McKnight's Senior Living, Senior Housing News, and MedPage Today.
• Increased the Argentum Advocates LinkedIn followers by 875%, unique page visitors by 615%, and grew engagement from less than 1% to 6.86%.
• Established the 'I Love Assisted Living' campaigns that earned Argentum CEO 'Top Lobbyist' awards from The Hill in three consecutive years (2023-2025), the only assisted living association to win the award.

• Advised the CEO, Board of Directors, and key association stakeholders on designing and implementing organizational messaging and consistent, effective branding.
• Developed media relations strategies and managed industry and national press relationships to advance advocacy priorities at the national, state, and local levels.
• Managed content strategy, writing, and editing for all advocacy and policy communications, internal and external newsletters, and digital communications.
• Oversaw media monitoring, reporting, and analysis to assess the impact of communications efforts.

• Oversaw a comprehensive portfolio that included strategic communications, media relations, government affairs, and strategic partnerships.
• Created strategic communications planning and initiatives, incorporating traditional and digital communications channels and platforms, as well as grassroots and grasstops components.
• Developed and led state and federal government relations campaigns, and maintained relationships with key policymakers and stakeholders.
• Served as the lead media contact and spokesperson for national and trade press.
• Oversaw content development strategy for advocacy and policy communications, internal and external newsletters, email communications, blogs, social media platforms, and other digital communications.

Key Accomplishments:

• Developed the earned media strategy that garnered coverage in The New York Times, The Washington Post, USA Today, The Wall Street Journal, Modern Healthcare, Employee Benefits Adviser, and Insurance News Net.
• Cultivated strong relationships with key media outlets, resulting in the placement of more than 200 positive stories and quotes in top-tier publications, and securing high-profile interviews with association leaders.
• Procured the CEO appointment to several state and federal agency working groups, crafting policy on critical issues for HAFA members.
• Secured Employee Benefit Adviser's 'Most Influential Women in Employee Benefits' Award for CEO in 2014 and 2015.

• Executed multi-million-dollar strategic plans for telecommunications, health care, and financial services lobbying efforts.
• Oversaw internal team of 12, developing external communications and coordinating contract lobbying teams.
• Directed lobbying strategy that achieved first-in-the-nation broadband modernization legislation in six states.
• Managed media relations and addressed issues for high-profile clients.