Lorna Chinnock Email & Phone Number

United Kingdom

Luton, United Kingdom

Sole ownership of developing and managing a PR programme; pitching and increasing high-level placements in national media in addition to gaining local and regional coverage; management and interviewing of all patient, staff and volunteer case studies, providing PR advice and support to senior leaders and across departments; creating proactive content for press releases, articles, award applications and newsletters; crisis communications, daily management of a news desk, leveraging existing and cultivating effective relationships with the media and partner organisations; media reporting, training and spokesperson.

New Zealand

Responsible for: senior level relationship management with internal and external stakeholders; providing PR advice and support to senior leaders; developing and delivering media and PR plans; deputising for the Media Manager and mentoring and training junior staff; day-to-day management of a busy news desk; developing emergency communications; media training; building and maintaining positive relationships with media contacts and third parties, including other government departments and charities; chairing weekly issues management meetings; attending Ministerial meetings and providing briefings; staff recruitment.• Improved public perception of Inland Revenue, resulting in a positive change to its reputation. I achieved this through the development and implementation of a proactive public relations strategy that engaged stakeholders to pay their tax, increased awareness and mitigated risks associated with the department’s multi-billion dollar change programme.• Protected and managed Inland Revenue’s reputation on a daily basis through acting as counsel to Senior and Executive leaders. Examples include: the organisation’s high profile computer system failure which threatened to halt the entire country’s tax system, managing media regarding suicide threats and customer dissatisfaction issues. By developing relationships across the business I executed successful strategies which utilised both traditional and social media, and online. • Gained extensive national and international targeted media coverage of the launch of Inland Revenue’s new mobile app. I achieved this by collaborating with Executive Leaders, Project and Marketing teams, external stakeholders, and the Minister’s office to deliver a targeted PR and media strategy. This resulted in a significant number of customers moving to file their taxes using their mobile rather than paper filing saving the organisation significant time and money.

Asia Pacific

A newly created position with sole responsibility for developing, delivering and monitoring PR and media across the Asia Pacific and implementing internal and external communications aligned to the broader MWH business strategy and budget. • Positioned the organisation to win multi-million dollar contracts. I achieved this by establishing relationships with internal and external stakeholders across the Asia Pacific to manage and implement a proactive public relations strategy.• Increased proactive media coverage from one bimonthly trade article to more than 250 unique and targeted placements within 12 months across mainstream and specialist media in the UK, Asia Pacific and worldwide. I accomplished this through developing and managing worldwide mainstream and specialist media relationships, and implementing and leading media training programmes to ensure confident spokespeople and grow stakeholder knowledge and understanding of the media.• Improved external and internal stakeholder perception and knowledge of MWH resulting in multibillion dollar project wins. I achieved this through launching and producing a quarterly client magazine; establishing and delivering a monthly video newsletter of MWH’s key business areas, projects and people. In addition to this, I managed and produced all proactive and reactive content for press releases, thought leadership and articles, external and internal websites, five social media channels, videos, direct mails, reports, adverts, photo libraries, conference collateral, presentations and broadcast ready interviews.

United Kingdom

My career at the BBC started in 2004 as the BBC’s reporter for its television, radio and online services. After periods as both general news reporter and Bulletin Editor, I moved into managing, launching, producing and presenting radio shows including “The Lorna Milton in the Afternoon Show” and the stations flagship breakfast show, “Simon and Lorna at Breakfast.” In addition to this, I managed direct reports, large scale local and international projects and teams, and external stakeholders.Key achievements included:• Managed and led a large scale BBC international project and team called, The Road to Utange which told the story over three years of a woman who built her own Kenyan orphanage, culminating in a live outside broadcast from Kenya at the opening of the home.• Grew audience figures by designing and implementing a creative brief to launch “The Lorna Milton in the Afternoon Show,” a three-hour, live and daily news and feature programme. I achieved this by identifying, researching and establishing contacts with Government agencies, industry bodies and third parties, developing a media strategy to deliver profile growth, recruiting, training and line-managing direct reports and establishing a succession plan for the future of the programme in line with corporate strategy and policy.• Assisted in developing the overall strategy of a BBC radio station by successfully re-launching the station’s flagship programme. I implemented creative ideas to grow new audiences and increase brand awareness.• Delivered stories for radio, television and online to tight deadlines. Writing cue, briefing sheets and carrying out interviews, and ensuring legal and internal compliance were met.• Establishing training programmes for internal and external stakeholders.• Promoted and protected the BBC brand through acting as an ambassador for the BBC and various charities, and planning and delivering public events.

Milton Keynes, United Kingdom

• Independently developing effective strategies to generate and deliver five original daily news and feature stories within tight deadlines and constrained budgets for broadcast and online outlets. • Establishing and maintaining a solid contact base with key external stakeholders.• Researching and writing concise copy to tight deadlines for print and web across a range of subjects.

Bjtc Post Graduate Diploma In Broadcast Journalism, Broadcast Journalism, Distinction

Bachelor'S Degree With Ba Hons, Media And Radio Journalism, First Class Honours

Education record

A Levels in: Communication and Media Studies - A Business Studies - B English Literature - C