Robert J. Ristino, Ph.D., APR, has more than 25 years experience in practicing organizational communications for both not-for-profit and for-profit institutions. He has served in a variety of communication roles for small, mid-sized, and large organizations, such as General Electric and the UMass Memorial Health Care, an integrated delivery system serving Central Massachusetts. Recognized nationally for his expertise in organizational communications, Bob is accredited by the Public Relations Society of America. He is also a former president of both the New England Marketing and Public Relations of the American Hospital Association, now known as the Society for Healthcare Strategy and Market Development. He is also a member of the adjunct faculty in the Master of Science program in Mass Communication and Public Relations at Boston University’s College of Communication and in the Master of Science program in Professional Communication at Clark University. He is principal of Ristino Strategic Communications (www.ristino.com).