Top Women in PR: Katina Arnold

Katina Arnold, Vice President, Corporate Communications, ESPN

Katina is a veteran communicator with over 20 years of experience on both the operator and programmer side of the cable industry. In managing strategic communications for ESPN’s business initiatives, Katina is highly influential in communicating ESPN’s leadership across all its areas of change, opportunity and growth. She is well respected by senior leaders and key media, empowering her to influence decision-making as the company navigates its brand and speaks to employees. Katina is effective in communicating a clear vision both internally and externally and is admired and praised for a leadership style that focuses on building teams.

Through a six-month communications plan leveraging exclusive stories, press pre-briefings and corporate blogging, Katina led the team that successfully publicized the redesign and 20th anniversary. Key messaging communicated included the central role of ESPN Digital Media in the company’s future, the evolution of media over the past 20 years, how the new is reflective of broader ESPN digital media commitment and leadership across many platforms, regions and core product pillars. In its first month, the new garnered 55.2 million unique visitors for the month, up 19 percent from a year ago, while 39.9 million people visited via smartphones and tablets, an increase of 24 percent from the previous year.