Day to day, I am media relations lead, crisis communicator, external and internal communicator and PR resource for the City of Bellingham. During community crises, I serve as PIO, including a ten-month deployment to the Whatcom Unified COVID Joint Information Center. In both roles I've seen the power of social marketing move the dial on otherwise long-entrenched resistance to behavior change. And what I learned on the first day of this training made it clear why! This is such powerful stuff!