Alan K Caldwell, APR

Applying for: Western District Director

Vice President and Chief Diversity Strategist
Cerrell Associates
Los Angeles, California

Biography

As one of the most innovative, creative and respected practitioners in public relations, Alan Caldwell is an example of public relations at its best, not only does he have an in-depth knowledge of public relations he has become one of the thought leaders on diversity and crisis communications in the profession.

As the Community Relations and Communications Manager for the South Coast Air Quality Management District(AQMD) which is the largest air district in the nation. He was responsible for leading a group of 10 Communications Specialist in developing strategic communications and outreach to a diverse group of communities including minority and underserved communities and engagement with elected officials. While at AQMD he lead the development and launch of the first iPhone app to provide real-time updates and information regarding air quality in the United States. This app allowed better access to the residents of Southern California and provided better communication and interaction on helping to clean the air in the region.

In his current role as the Southern California External Relations Manager and North American Crisis Communications Public Information Officer for Shell Oil Company he has set a high standard for corporate communications. He is praised for his ability to provide strategic counsel and deliver business value to the company and senior executives. Under his direction he developed stakeholder engagement strategies for business expansion projects, implemented the communication strategy for a $1 billion dollar litigation case and managed the Corporate Social Responsibility program for Southern California.

He has become a recognized leader in crisis communications. His understanding of the new 24 hour news cycle and social media journalism are two of his key strengths in successfully managing crisis communications.
He has real world experience as the PIO for a Gulf of Alaska incident and has led five US drills and one international drill. All drills were in coordination with the US Coast Guard and in line with the Incident Command System (ICS) communication protocols.

In addition to his success as a PR professional he also is eager to share his knowledge and help increase the value of public relations and its practitioners. He is one of the primary trainers for Crisis Communications at Shell for senior executives and junior staff. His experience, knowledge and training as a Homeland Security Incident Command System Communicator helps keep the staff and the company up to date on the latest crisis communications protocols.

Alan also understand the value of helping students understand public relations principles. He feels it is important that college students start early in learning about good PR practices and how to work with integrity to deliver value to the client and organizations they work for. He is a volunteer guest lecturer at Pepperdine University on crisis communications for Master students. He also serves as the professional advisor to the Cal State University Dominguez Hills PRSSA Chapter.

In addition to his work with students, Alan volunteers his time for local community organizations and participates in the annual Quality Time with PR Professional Event. This event is a half day pro bono program in which local community organizations receive assistance on developing PR and marketing plans for their organization. Additionally, he has worked specifically with the Los Angeles Neighborhood Land Trust (LANLT) and the Endeavor Charter School in developing their public relations plans. The LANLT builds community parks in minority communities and the Endeavor Charter School is located in East LA an primarily services the Latino community. He is very proud of his commitment to students and the community.

Alan serves on the board of the PRSA LA Chapter and is also the Los Angeles Diversity Chair. He has worked hard for the chapter through securing sponsorships, hosting networking membership drives, speaking on panels and pushing for greater diversity in programs. He works to bring the highest quality of work and integrity to his projects. He is an APR and continues to push and promote the value of the APR through volunteering to mentor and serve on APR panels for APR candidates.

Alan holds a Bachelor of Arts from Baylor University and Post Graduate Public Relations Certificate from the University of Los Angeles California (UCLA). He believes and works by the guiding principle that PR practitioners must always be effective communicators so they must always write clearly and speak succinctly.