I am a communications, engagement, media and crisis management specialist, who can bring a unique perspective to your approach to reputational risk, how to guard against damage and how to navigate the complex and powerful world of media and communications. With a background as a journalist, documentary maker and Army officer, and a wide portfolio of clients, I draw on a rare blend of industry knowledge, public and private sector experience, influencing skills and military leadership, to help you build a winning narrative through effective communication and engagement.
I can help you identify risks to you or your company’s reputation, bring a fresh perspective, highlight any gaps in your communication planning and stakeholder engagement, and advise you on how to fill them. Through diplomatic discussion, planning and ‘red teaming’, I can build your team’s confidence in tackling risk, help you avoid crises and seize opportunities.
WHO I AM
Communicator | Adviser | Trainer | Journalist
Formerly a foreign news editor and reporter at Sky News, with over a decade working as an adviser across the UK government, NATO, the UN, AfricanUnion, academic institutions and the boards and executives of leading global mining, transport and consumer goods multinationals, and more than 20years’ service as a British Army Officer.
I have an in-depth understanding of defence, security and international diplomacy at the strategic level working in conflict and post-conflict areas in Asia, Africa and the Middle East, as well as, most recently, delivering at the heart of the largest ever peacetime Resilience operation (COVID-19) in the UK.
I have extensive experience of writing and advising on communication plans, delivering crisis communications solutions under pressure, as well as building relationships and coordinating between stakeholders in contentious and sensitive environments in order to enable them to deliver on their mission.
RESILIENCE PLANNING AND CRISIS COMMUNICATIONS
In organisations confronted with atmospheric changes, I use wargaming or ‘red-teaming’ to stress-test and evaluate communications plans, to expose unidentified reputational risks, identify potential opportunities and build resilience.
EXECUTIVE MEDIA & INTERVIEW COACH
As a multi-platform journalist and executive media advisor and trainer, I understand how important - and deceptively difficult– it is to successfully tell your story. I use my extensive industry knowledge, my understanding of the media and key stakeholders and my experience on ‘both sides of the fence’ to demystify working with the media and help my clients communicate effectively.
I bring a fresh outlook to your stakeholder and supply chain relationships; identifying existing and potential issues and sometimes conflicting or disparate aims and objectives across the network. I can help you improve those relationships through negotiation, mediation and the formulation of a unified narrative; enabling you to improve effectiveness and mission success.
MONITORING & EVALUATION
As an objective outsider, I apply my analytical, research and interview skills to assess existing programmes on the extent to which their communications and influence objectives have been met and what issues or gaps may need to be addressed.
Lorna worked for me as my Media & Comms advisor when I was the Standing Joint Commander (UK) during Defence’s contribution to the COVID pandemic. She was pivotal to the successful military operation; authoritative, insightful, bright, engaging, thoroughly professional, master of her brief and an exceptional team player. She will make an invaluable contribution anywhere.
Lt General Sir TYRONE URCH CBE
Standing Joint Commander, British Army
Lorna Ward has cemented her reputation at the NATO Joint Warfare Centre as a true professional who consistently delivers high quality results. In the chaotic media simulation environment, Lorna is always quick to embrace complex challenges and provide quick and executable solutions. As a journalist, she is proficient across all platforms – TV news, online/print media and social media. Her nuanced work on our adversarial TV news program brought the platform a level of credibility previously lacking, resulting in a more realistic training environment for NATO’s operational and strategic headquarters. Finally, her ability to provide bespoke media training to NATO’s key leaders has had a direct and positive impact on NATO readiness. After a session with Lorna, they are more confident, composed and ready to engage, which is a critical requirement for NATO to survive in today’s information battlespace.