Apryl Sands-Smith
Summary
Versatile communications and media professional with a dynamic background spanning government public relations, broadcast journalism, brand strategy, and high-level client service. Adept at developing and executing strategic communication plans, managing media relations, and crafting impactful content across platforms—including press releases, social media, and television. Proven success in coordinating national campaigns, supporting executive-level messaging, and driving audience engagement through both traditional and digital media. Experienced in high-pressure environments such as live television production and luxury hospitality, with a strong commitment to delivering polished, detail-oriented work. Known for clear communication, relationship building, and the ability to adapt quickly in fast-paced, deadline-driven settings.
Overview
13
13
years of professional experience
Work History
Communications Officer
Office of The Prime Minister/Ministry of Energy
01.2022 - Current
- Developed and executed strategic communication plans aligned with the Prime Minister's key policy priorities, ensuring consistent messaging across all channels.
- Coordinated and managed integrated campaign calendars for high-profile initiatives, including the National School Breakfast Program and National Youth Guard, driving public awareness and engagement.
- Planned and facilitated press conferences and media briefings involving the Prime Minister, fostering strong, ongoing relationships with national media outlets.
- Drafted, edited, and distributed press releases, media advisories, and official statements , ensuring timely and effective dissemination to both the media and the public.
- Supported day-to-day communications operations , handling administrative logistics, scheduling, and coordination to ensure smooth departmental workflow.
- Collaborated with data and research analysts to monitor key performance indicators (KPIs) and measure the impact and reach of communication initiatives.
- Oversaw content creation and social media strategy for multiple government departments (Meteorology, Road Traffic, Housing), maintaining consistent brand messaging and enhancing public engagement.
Public Relations Coordinator
Deltec Bank & Trust
01.2020 - 01.2021
- Authored and distributed press releases, media statements, and news updates on behalf of DBT, ensuring timely and accurate coverage aligned with corporate messaging.
- Produced collaborative content for Deltec's global platforms , tailoring messaging to resonate with international audiences and support overall PR strategy.
- Coordinated weekly stakeholder briefings with international clients and partners , fostering transparency, engagement, and alignment on key initiatives.
- Managed global brand identity and communications for 11 companies under the Deltec International Group, enhancing brand consistency and appeal to high-net-worth clients.
- Spearheaded the public relations strategy for new banking product launches , including the rollout of Debit Visa Cards and the DBT mobile app, boosting visibility and user adoption.
TV/Newspaper Reporter, Writer & Editor
Eyewitness News & The Guardian
09.2014 - 01.2017
- Reported on daily and nightly television news segments , delivering accurate, compelling stories under tight deadlines for broad public consumption.
- Conducted in-depth research across platforms—including web, radio, and television—to support editorial content , ensuring factual accuracy and relevance.
- Assisted in the coordination and production of daily broadcasts , contributing to smooth live coverage and well-structured news segments.
- Anchored weekend television newscasts , presenting live news updates with clarity, professionalism, and editorial integrity.
- Interviewed a wide range of sources, including business owners, elected officials, and community activists , gathering firsthand insights to enrich news coverage.
- Utilized multimedia editing tools such as Final Cut Pro and Rundown Creator to support video production and broadcast scripting workflows.
Front Desk Coordinator
Atlantis, The Cove
06.2013 - 06.2014
- Managed guest check-in and check-out processes with efficiency and professionalism , ensuring a seamless and welcoming experience for high-profile clientele at The Cove.
- Provided personalized concierge-level service , addressing guest inquiries, special requests, and reservations to exceed luxury service standards.
- Coordinated with housekeeping, bell services, and guest relations teams , facilitating smooth communication and timely service delivery throughout guest stays.
- Handled front desk operations, including booking modifications, billing inquiries, and VIP arrivals , maintaining accuracy and discretion.
- Resolved guest concerns with prompt, courteous solutions , reinforcing The Cove's commitment to five-star service excellence.
- Utilized property management systems (PMS) and reservation platforms to manage guest profiles, room assignments, and service preferences.
- Assisted in training and onboarding new front desk team members , supporting operational consistency and guest satisfaction goals.
Assistant Producer (Intern)
NBC Universal - Judge Mathis & Steve Harvey Show
02.2012 - 05.2013
- Collaborated closely with segment producers to research and vet real-life court cases , ensuring content aligned with show themes and legal standards.
- Facilitated ongoing communication with prospective and current litigants , maintaining professionalism and confidentiality throughout the booking process.
- Sourced and analyzed background information using online tools and databases , supporting case selection and narrative development for on-air segments.
- Managed daily audience bookings and logistics , coordinating seating assignments and ensuring smooth studio operations.
- Thrived in a fast-paced, high-pressure production environment , meeting tight deadlines while maintaining attention to detail and editorial accuracy.
Education
Bachelor of Science - Marketing Communications
Columbia College of Chicago
01.2015
Certificate of Training - undefined
Broadcast Training School with Brett Archer
01.2012
Skills
- Research and development
- Scheduling coordination
- Script writing
- Storyboarding
- Strategic brand management
- Production team leadership
- Project coordination
- Creative writing
- Deadline driven
- Storytelling
Accomplishments
- Two-time recipient of the Bahamas Press/Media Awards , honored with Best News Report (2020) and Best Produced TV Package (2019) . Also the *author of the children's book "An Angel's Life," showcasing a passion for storytelling and creative communication across formats.
Timeline
Communications Officer
Office of The Prime Minister/Ministry of Energy
01.2022 - Current
Public Relations Coordinator
Deltec Bank & Trust
01.2020 - 01.2021
TV/Newspaper Reporter, Writer & Editor
Eyewitness News & The Guardian
09.2014 - 01.2017
Front Desk Coordinator
Atlantis, The Cove
06.2013 - 06.2014
Assistant Producer (Intern)
NBC Universal - Judge Mathis & Steve Harvey Show
02.2012 - 05.2013
Certificate of Training - undefined
Broadcast Training School with Brett Archer
Bachelor of Science - Marketing Communications
Columbia College of Chicago
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