Jennifer
Smart
strategic communications | crisis | public affairs
Communications Director for the City of Gainesville, leading strategy across executive messaging, crisis communications and public engagement for a population of 145,000. Advisor to the mayor and city manager, helping leadership communicate clearly, manage risk and build public confidence in complex moments.
ABOUT
Communications that build trust between institutions and the people they serve.
Communications Director for the City of Gainesville, leading executive messaging, crisis communications and cross-agency strategy for a population of 145,000. Advisor to the mayor, city manager and senior leadership team, guiding how the city communicates, responds and builds public trust in complex, high-stakes moments.
I lead communications at the intersection of policy, operations and public engagement — aligning departments, supporting decision-making and ensuring the public receives clear, accurate and timely information.
Earlier in my career I was an award-winning broadcast journalist and museum leader — experiences that continue to inform my approach to storytelling, audience engagement, and institutional credibility.
EXPERTISE
What I do.
Crisis Communications
Rapid-response messaging during natural disasters, public safety incidents, and reputational events. Twenty-plus years of work under deadline, including Hurricane Ian and governance transitions.
Public Affairs & Government Relations
Legislative and regulatory communications, policy messaging, and stakeholder engagement across municipal, state, and federal contexts.
Executive Communications
Leadership positioning, executive messaging, and advising city managers, mayors, and commissions on how to speak to the public and the press.
Reputation Management
Long-view strategy for institutional trust — the kind of work that pays off over years, not news cycles.
Media Strategy
Press relations, interview strategy, and message discipline for leaders operating under scrutiny. Grounded in my own years as a working journalist.
Stakeholder Engagement
Community relations, internal communications, and the work of translating policy into language real people can understand and act on.
SELECTED WORK
A few things I'm proud of.
01
CRISIS COMMUNICATIONS
LEE COUNTY DEPARTMENT OF PUBLIC SAFETY | 2022
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Operated within complex emergency response structure
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Delivered clear messaging under extreme pressure
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Integrated field insight into communications
Produced real-time updates during Hurricane Ian for more than 200,000 residents, coordinating across Emergency Management, EMS, and Logistics divisions. Designed accessible, multilingual emergency communications and targeted outreach for the county's most vulnerable populations.
02
PUBLIC SAFETY | rEPUTATION
CITY OF GAINESVILLE | 2022-2023
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Aligned stakeholders around unified messaging
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Shifted communications toward prevention strategy
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Maintained adaptive, trust-centered communications
03
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Advanced preservation of vulnerable historic asset
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Built trust with marginalized community stakeholders
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Converted research into lasting public impact
STAKEHOLDER RELATIONS
WAKE FOREST HISTORICAL MUSEUM | 2017
Developed and led the first scientific survey of the historic African American cemetery at Friendship Chapel Missionary Baptist Church, using ground-penetrating radar to map the final resting place of Wake Forest-area residents who had once been enslaved. Located nearly 600 likely burials and a mass grave, resulting in the cemetery receiving designation as a Local Historic Landmark.
04
FUNDRAISING AND ENGAGEMENT
WAKE FOREST HISTORICAL MUSEUM | 2015
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Leveraged opportunity for institutional growth
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Led integrated multi-stakeholder initiative execution
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Expanded capacity through sustainable systems
Led the team that brought a Smithsonian Institution traveling exhibit to the Wake Forest Historical Museum — more than doubling visitation during its six-week run, attracting $40,000 in contributions, and securing broad media coverage.
05
project leadership
CITY OF GAINESVILLE | 2023
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Led strategic communications for citywide launch
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Coordinated cross-sector marketing and partnerships
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Delivered high-visibility event under tight timeline
Led the communications strategy for the inaugural A Very GNV Holiday Parade, taking it from concept to full execution in just three months through disciplined messaging, rapid content development and coordinated outreach across city channels and partners.
06
gOVERNMENT AFFAIRS
CITY OF GAINESVILLE | 2024
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Led strategic communications for traffic safety initiative
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Advanced policy through bipartisan legislative engagement
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Translated tragedy into actionable public safety outcomes
Led the strategy and execution of a bipartisan effort to secure state legislation memorializing a pedestrian hybrid beacon on a state road in honor of a child killed at that crossing, working directly with lawmakers and their staffs across party lines to move the bill forward.
EXPERIENCE
Selected roles.
2022 ---- present
Director, Marketing and Communications
City of Gainesville, Florida
2020 ---- 2022
Marketing and Communications Specialist
Lee County Department of Public Safety, Florida
2019 ---- 2020
Sr. Marketing and Communications Analyst
City of Durham Department of Water Management, North Carolina
2013 ---- 2019
Assistant Director, Wake Forest Historical Museum
Wake Forest, North Carolina
1993 ---- 1999
Medical Anchor / Reporter, WTVD-TV (Disney)
Raleigh-Durham, North Carolina
RECOGNITION
Associated Press Award for Excellence in Reporting (x2)
Investigative Reporting
Medical Reporting
Awards &
Publications.
Capital Area Preservation Anthemion Awards (x2)
Legendary Locals of Wake Forest, Arcadia Publishing
Old Cemetery at Friendship Chapel Missionary Baptist Church
North Carolina Museums Council Award of Excellence
Wake Forest Historical Museum
Granicus Website of the Year
City of Gainesville, 2023
Publications
Wake Forest
Images of America Series | Arcadia Publishing, 2008
Legendary Locals of Wake Forest
Arcadia Publishing, 2015
Education
B.S., Journalism / Telecommunications
Minor, American History
University of Florida College of Journalism and Communications
CONTACT
Let's talk about communications leadership in complex, mission-driven organizations.
I'm always open to conversations about leadership roles in government, corporate, nonprofit and consulting environments.