Diana Birkett Rakow is the new VP-external relations at Alaska Airlines, succeeding Joe Sprague, who left Sept. 1 after a 17-year stint.
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Diana Birkett RakowShe was VP-PA, communications and brand manager at Kaiser Permanente, joining the managed care consortium with its acquisition of Group Health Cooperative.
Rakow led Group Health's 75-member strong PA/marketing team and its budget in excess of $25M.
Earlier, she worked three years on the US Senate Finance Committee.
At the airline, Rakow is in charge of corporate communications, government relations and community outreach teams in Alaska, Hawaii, San Francisco and Seattle.
The Alaska Air Group (Alaska Air, Virgin America and Horizon Air) flies 40M passengers a year to about 120 destinations in the US, Canada, Mexico, Costa Rica and Cuba.
The pressure is on PR pros to make sure corporate messaging remains clear and cohesive. Business jargon is an obstacle to achieving this goal.
In today's volatile world of constant disruption, the ability to offer reliability and dependability is more valuable than ever.
