Shrita HernandezBrand and reputation strategy for high-stakes institutions.
Positioning · Risk · Governance · Crisis
For more than 25 years, Shrita Hernandez has led communications, brand, and reputation strategy inside institutions whose authority depends on public confidence: the Urban Institute, the Smithsonian’s National Museum of African American History and Culture, and the Congressional Black Caucus Foundation.
Her Work
Brand and reputation strategy for institutions facing change, opportunity, scrutiny, or pressure.
Shrita clarifies the strategy and builds the infrastructure that makes credibility hold.
Selected work
Reputation under pressure
Managed high-stakes reputational challenges under national press scrutiny, including matters with significant institutional funding at stake.
Institutional scale
Led an 80-person interdisciplinary communications, marketing, digital, and publications function at a national policy research organization.
Audience and influence
Rebuilt the digital presence of a national foundation, increasing web traffic and engagement by 75 percent.
Institutions
Urban Institute · Smithsonian NMAAHC · Congressional Black Caucus Foundation · U.S. House of Representatives · New York State Assembly
Research
Doctoral research on brand adaptation and brand trust in public-interest research organizations · University of Maryland’s Robert H. Smith School of Business
Recognition
Ragan Top Women in Communications honoree · Webby Award-winning digital work · PRSA Silver Anvil
On Repute
Shrita’s independent platform on how institutions and their leaders earn, carry, and protect reputation.
Read On ReputeLATEST · SEPTEMBER 2026
Reputation Is a Governance Question
Writing, teaching, and speaking on reputation, credibility, and institutional trust.
Contact Shrita