Enterprise storyteller · Houston, Texas
Deepthi Srinidhi
I turn complicated work into communications people read, understand, and act on, across employee, executive, and public audiences.
About
I'm an enterprise storyteller. From launching PR campaigns for tech brands to highlighting NASA research on the International Space Station, I craft communications that connect people and drive results. I have led social media strategy, executive communications, corporate events, and internal engagement initiatives. Most recently at Crown Castle, I created content and videos that amplified company culture, strengthened employee engagement, and supported leadership visibility.
I also use AI tools such as Claude and Microsoft Copilot to speed up drafting, research, and editing, and I check the results for accuracy before anything goes out. I live in the Houston area and I'm open to new communications roles.
Selected work
Public work from NASA, plus a sample plan I wrote to show how I approach a rollout.
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Article
Researchers put space garden microbes under the microscope
A feature on International Space Station research for the NASA.gov audience. I interviewed the scientists and wrote it as a contractor for NASA's Human Research Program, without a science background, so the explanations had to work for a general reader.
Read on NASA.gov -
Social video
The Human Research Program's first Instagram reel
I created this reel in Canva to promote Human Research Program research. It earned more than 144,000 views and was the program's first reel.
Watch on Instagram -
Planning document
Sample plan: rolling out a digital tool to a global field workforce
A communications plan for a fictional company, covering audiences, messages, a 12-week rollout, approvals, and how success is measured, plus the supporting assets: a leader message, intranet article, manager talking points, FAQ, poster copy, and a video outline. It is sample work and uses no employer materials.
Read the plan below
Sample communications plan
Digital tool rollout. Open as PDF
Sample work. This plan shows how I would roll out a new mobile reporting app to 6,000 field and office employees in 14 countries. The company, tool, and figures are fictional and not based on any employer's materials. Supporting assets follow the plan.
Overview
The change: A fictional global company with 6,000 employees in 14 countries is replacing its field reporting process with FieldLog, a new mobile app. Today, crews and office teams submit field reports using three separate spreadsheets and email chains, and the same information is often entered more than once.
What FieldLog does: Employees submit field reports from their phones. It works offline at remote sites and uploads reports when the phone is back in range. All reports go to one place, which cuts paperwork and repeat entries.
What this plan covers: How communications gets every audience ready over 12 weeks: who needs to know what, the key messages, the rollout phases, who approves what, and how I would measure success. Training starts in week 7, and the old spreadsheets are retired in week 12.
Objective and audiences
By week 12, at least 85% of employees submit field reports in the new app instead of spreadsheets and email. Each audience needs something different, so the channels differ.
| Audience | What they need | Best channels |
|---|---|---|
| Field and plant crews (about 4,200) | Why it matters, how to log in, how to report offline | Supervisor huddles, QR code posters, 2-minute how-to video in local languages |
| Site and regional managers (about 300) | Talking points, timeline, answers to team questions | Manager briefing call, one-page guide, Q&A channel |
| Office and support teams (about 1,500) | What changes in their reporting and approvals | Email, intranet article, live demo |
| Senior leaders (about 20) | Status, risks, a visible role | Weekly dashboard, message from a senior leader |
Key messages
- Why: The app replaces three spreadsheets and cuts reporting time, so crews spend less time on paperwork.
- What changes and when: Training starts in week 7, and the old process ends in week 12.
- Where to get help: Every site has a local champion, and a help channel runs in each region's language.
Manager talking point: "Here is what changes for our team, here is the date, and here is who to call if the app doesn't work on shift."
Rollout phases
The rollout runs 12 weeks in four phases, with a go/no-go check before each regional launch.
| Phase | Weeks | Key activities | Owner |
|---|---|---|---|
| Prepare | 1-4 | Confirm goals with senior leaders, map audiences, recruit site champions, draft messages and translations | Communications lead |
| Build awareness | 5-6 | Senior leader announcement, intranet article, manager briefing call, QR code posters at sites | Communications and site managers |
| Train and launch | 7-10 | Short training sessions and huddles by region, how-to videos, help channel opens, staggered go-live | Champions and IT |
| Reinforce | 11-12 | Retire old spreadsheets, share early wins and stories, collect feedback, adjust guidance | Communications and senior leaders |
Roles and approvals
Communications drafts every message, and each one is checked by the owner who knows it best before it goes out.
- Communications lead: Owns the plan, calendar, drafts and measurement.
- IT and the product owner: Confirm technical accuracy, login steps and timing.
- HR and Legal: Review anything about policy, jobs or data privacy.
- Regional leaders and local communicators: Review translations, tone and timing for their region.
- Senior leaders: Approve the announcement and the go/no-go for each region.
Supporting assets
Six assets support the rollout. Drafts of each follow the plan.
| Asset | Audience | Channel | When |
|---|---|---|---|
| 1. Message from a senior leader | All employees | Email and app banner | Week 5 |
| 2. Intranet article | Office teams and managers | Intranet | Week 5 |
| 3. Manager talking points | Site and regional managers | Briefing call and one-page guide | Week 5, before the announcement |
| 4. FAQ | All employees | Intranet, help channel, printed for sites | Week 5, updated weekly |
| 5. Poster copy | Field and plant crews | QR code posters at sites | Weeks 5-6 |
| 6. How-to video outline | Field and plant crews | QR code, huddles, help channel | Produced weeks 5-6, used from week 7 |
Measuring success
I measure three things in order: whether people saw the message, whether they understood it, and whether they changed what they do. The targets below are illustrative.
| Metric | What I would measure | How I would measure it | Target |
|---|---|---|---|
| Reach | Whether people saw the announcement | Email open rates, intranet page views, video views, and supervisor counts of huddle attendance, all by site | 60% of office staff and 50% of crews by week 6 |
| Training | Crews who completed a session | Sign-in sheets and learning system records, by site | 90% of crews by week 10 |
| Manager readiness | Managers who held the team huddle | Short checklist each manager completes after the briefing call | 95% of managers by week 8 |
| Understanding | Whether people know what changes, when, and where to get help | 3-question pulse survey at weeks 8 and 12: "I know how to use the new tool," "I know when the old process ends," "I know where to get help" | 80% agree |
| Adoption | Employees using the app each week | Weekly active users from app data, divided by headcount, by site and region | 85% by week 12 |
| Support demand | Questions asked and how fast they are answered | Help channel log: volume, top topics, and time to first reply | 90% answered within one day |
| Business result | Reports filed in the app instead of spreadsheets and email | Compare report counts and time to submit before and after launch | Old spreadsheets retired by week 12 |
Every week I would review results by site, follow up with sites below target, and send senior leaders a one-page summary. Questions in the help channel feed an FAQ so the same question is answered once.
Supporting asset drafts
Each asset below is a first draft, written in weeks 1-4 and refined with IT, HR, Legal, and regional leaders before anything goes out. The app is called FieldLog in this sample. Text in [brackets] is something I would confirm with the owner first. Assets are numbered as in the table in the plan.
1. Message from a senior leader
Subject: FieldLog is coming: a simpler way to report from the field
Team,
Starting in week 7, we are introducing FieldLog, a mobile app for submitting field reports. It replaces the three spreadsheets and the email chains many of you use today, so you spend less time on paperwork and more time on the work.
What happens next: Your supervisor will go over FieldLog in a team huddle. Short training sessions start in week 7 in each region, and the spreadsheets are retired in week 12. FieldLog works on your phone and offline at remote sites.
Where to get help: Ask your supervisor or your site champion, or post in the help channel, which runs in your region's language.
Thank you for helping make this change work.
Dana Whitfield
Chief Operating Officer
2. Intranet article
Headline: One app replaces three spreadsheets: what changes with FieldLog, and when
Summary: A new mobile app will take over field reporting by week 12, and every site will have help on hand.
Many of us file field reports in spreadsheets and emails, and the same information often gets entered more than once. FieldLog puts those reports in one app on your phone. It works offline, so crews at remote sites can file a report on the job and have it upload when they are back in range.
FieldLog rolls out region by region. Supervisors will introduce it in team huddles, and short training sessions begin in week 7. Until week 12, the current process stays in place, so no one has to switch overnight.
- Weeks 5-6: Announcement, supervisor huddles, and posters at sites
- Weeks 7-10: Training in your region and go-live by region
- Week 12: The old spreadsheets are retired
[Add a quote from a crew member at the pilot site about what changed in their day.]
Need help? Ask your site champion, post in the help channel, or read the FAQ.
3. Manager talking points
- What is happening: FieldLog is a mobile app that replaces our three reporting spreadsheets and email chains.
- Why: It means less paperwork, one place for every report, and fewer repeat entries.
- What changes for our team: Training for our region starts in week 7. We switch when training is done, and the old process ends in week 12.
- What I need from you: Come to the training, try a practice report, and tell me what is confusing.
- Where to get help: Me, our site champion, and the help channel.
Do: Share the dates, show the app on your own phone, and write down any question you cannot answer.
Don't: Guess about job changes, data privacy, or anything not in the FAQ. Say "I'll find out" and send it to the help channel, where HR, Legal, or IT will answer.
4. FAQ
What is FieldLog?
A mobile app for submitting field reports. It replaces the three spreadsheets and email chains we use now.
Why are we changing?
To cut the time spent on paperwork and keep every report in one place.
Do I have to use it, and when?
Yes. Training starts in week 7 in your region, and the old process ends in week 12.
What if there is no signal at my site?
FieldLog works offline. Your report saves on your phone and uploads when you are back in range.
Will I get training?
Yes. Your region will run short training sessions and huddles starting in week 7, and a two-minute how-to video is available in your language.
What phone do I need?
[Confirm with IT: supported company and personal devices.]
Who can see my reports?
[Confirm with IT and Legal: who has access and how data is protected.]
Does this change my job?
[Confirm wording with HR and Legal before publishing.]
Who do I ask for help?
Your supervisor, your site champion, or the help channel.
5. Poster copy
Headline: One app. One report. Less paperwork.
Subhead: Scan to watch the two-minute how-to in your language.
Footer: Training starts in week 7. Questions? Ask your site champion.
6. How-to video outline
| Time | On screen | Voiceover |
|---|---|---|
| 0:00-0:15 | A crew member at the end of a shift with a clipboard and a spreadsheet | "Filing a report shouldn't take longer than the job." |
| 0:15-0:45 | Opening FieldLog and logging in on a phone | "Open FieldLog, sign in with your work ID, and tap New Report." |
| 0:45-1:30 | Filling in a report with no signal, then tapping Save | "No signal? Keep going. It saves on your phone and uploads when you're back in range." |
| 1:30-1:50 | Help channel and a site champion | "Stuck? Ask your site champion or post in the help channel." |
| 1:50-2:00 | End card with the training week and week 12 date | "Training starts in week 7. The old process ends in week 12." |
Experience
Ten-plus years across in-house communications and agency PR. Full resume (PDF)
Senior Communications Specialist · Crown Castle, Houston
- Produced quarterly all-hands meetings for 2,000+ employees end to end, coordinating facilities, IT, and outside vendors, and handling rehearsals and live Q&A with senior leaders.
- Led communications for the active shooter training launch, from goals and plan through tactics and assets, including an introductory video from the safety leader. Completion reached 100% companywide, including the CEO.
- Managed the SharePoint Online intranet: wrote and curated 40+ articles, owned the content calendar, and used Cardiolog analytics to improve the experience. Also oversaw the intranet redesign, a project that spanned more than 12 months.
- Planned, filmed, edited, and distributed 10+ videos in Premiere Pro, including a finance earnings recap series, employee testimonials, and leadership training.
- Served as communications lead for four cross-functional teams and developed 5-6 tailored communications plans a year.
- Launched Safe and Sound Week across five SharePoint sites, with daily contests that drove participation, and headed the Employee Activity Committee, including a playbook for office events.
Communications Strategist · NASA / Ruiz Strategies, Houston
- Interviewed principal investigators and wrote and published features on International Space Station research.
- Produced videos and social content for the Human Research Program, including its first Instagram reel (144K+ views).
- Posted recruitment content on NASA's LinkedIn page that generated 200+ applications.
- Created the "Faces behind Gateway" series and the weekly newsletter "The Gateway Talk" for the Gateway Space Station Program.
- Worked with NASA en español to build new partnerships and support diversity and inclusion.
- Dec 2017 – Feb 2018Senior Account Executive, Nectar Communications. Client lead for Puppet Labs and Google Cloud communications.
- Jan 2017 – Oct 2017Senior Account Executive, WE Communications. Led the Visual Studio 2017 launch for Microsoft, with 180+ media placements.
- Aug 2015 – Oct 2016Senior Account Executive, Weber Shandwick. PR plans and media outreach for technology clients including Verizon and Corning.
- Feb 2013 – Aug 2015Senior Associate, Sparkpr. Media relations and social media for clients including BMC Software and Underwriters Laboratories.
Skills and education
What I do
- Internal and executive communications
- Technical-to-public storytelling
- Video scripting, filming, and editing
- All-hands and event production
- Intranet and digital channels
- Media relations and PR
Tools
- Adobe Premiere Pro, Photoshop, Illustrator
- Canva
- AI tools: Claude, Microsoft Copilot
- SharePoint Online, Microsoft Teams, Microsoft Office
- Cardiolog analytics
Education
University of Southern California, Annenberg School for Communication and Journalism. BA, Communication.
Contact
The best way to reach me is by email. I'm also on LinkedIn as Deepthi Cauligi.
deepthicauligi@gmail.com