Experience Matters
Why “Battle Proven?” Juanita Chang Pettersen is a seasoned public affairs professional who has been battle tested - from conducting years of crisis communications in Afghanistan and Iraq, to implementing policies at the highest levels of government.
2021…
Topping off a 25+ year career as an Army Public Affairs Officer at the rank of Colonel, Juanita’s last position in uniform was Director of Public Affairs / Director of Strategic Communications Division at Supreme Headquarters Allied Powers Europe (SHAPE) in Mons, Belgium.
In this role, Juanita developed and managed communications strategies, public affairs campaigns, and plans. She was a strategic advisor to the top military leaders in NATO, and the Senior Spokesperson for all NATO military forces. She planned and coordinated all media engagements and managed the brand and reputation of top NATO military leaders.
Juanita used her decades of leadership experience to organize multiple 30-nation working groups to align objectives and practices across the alliance. She planned and oversaw the execution of strategic engagements in 17 countries, including meetings with national political and military leaders. She coordinated both internal and external coverage in both earned and owned media; think tanks and international conferences.
During the COVID pandemic, Juanita positively positioned the alliance by leading and synchronizing crisis communications.
As a strategic policy expert, Juanita produced three new NATO-wide military public affairs policies, leading to a standardized and integrated multi-national approach. Further, she co-authored the 2020 NATO Military Public Affairs Handbook, standardizing communications across NATO.
…. and Today
Now, Juanita has a strong track record of delivering results for federal government clients, local organizations, and small businesses alike. Since 2021, she has provided strategic communication support across a wide range of needs—from crafting position papers to prepare professionals for Congressional testimony to developing clear, accessible patient education materials for health care clients. Her thoughtful, audience-focused approach ensures that every message is strategic, aligned with client goals, and designed to resonate.
Juanita is especially valued for her ability to manage complex, high-impact initiatives with professionalism and precision. She has successfully led three national-level health care training conferences, planning every detail to create smooth, engaging experiences for attendees. When asked to launch an ambitious airport advertising campaign, she placed ads in 21 airports in less than 30 days—exceeding expectations, generating tens of millions of views, and saving the client tens of thousands of dollars.
In addition to her federal work, Juanita is deeply committed to supporting her local community. She offers communications and event planning services to nonprofits and works closely with small businesses to help them discover their brand identity and voice. Whether you’re a local nonprofit looking to boost awareness, a small business in need of a brand refresh, or a government agency seeking a reliable and experienced communications professional, Juanita brings a wealth of knowledge, experience, and dedication to every project.
Her passion for impactful communication drives everything she does.
If you are a professional who wants to improve your ‘perfect pitch’ to better position yourself and your brand, plan community events to demonstrate your product or services to the public, or if you want to create a tailored messaging campaign, we can help!
Juanita is Accredited in Public Relations (APR) and is a Project Management Professional (PMP) certified by the Project Management Institute.
Learn more about Juanita by visiting her LinkedIn profile.