An Integrated Approach to Communications
Hello, I’m Lori.
I lead communications from strategy through delivery, helping organizations turn priorities, ideas and complex information into communications that are clear, useful and effective.
My experience spans communications strategy, executive counsel, brand and marketing, media and issues, advocacy and stakeholder engagement, content, digital communications and national campaigns. I have led teams, advised senior leaders and boards and managed communications through major initiatives, organizational change and high-profile issues.
What I Bring
I bring senior-level capability across six core areas of the communications function, combining strategic direction with practical delivery.
Communications Strategy & Leadership
Turning organizational priorities into clear communications strategies and practical plans. I advise senior leaders and boards, lead communications teams and help ensure communications is connected to organizational priorities, decisions and opportunities.
Brand, Marketing & Campaigns
Building and strengthening brands, developing integrated marketing strategies and leading campaigns that increase awareness, engagement and action. My experience includes national campaigns, brand transitions, public awareness initiatives, fundraising and revenue-generating programs.
Content, Editorial & Messaging
Making complex information clear, useful and relevant to the people who need to understand it. I develop organizational messaging, write and edit across channels and lead content and editorial programs including publications, executive communications, web content and stakeholder materials.
Media, Issues & Reputation
Leading communications when visibility and stakes are high. That includes proactive media relations, issues and crisis communications, reputation management, spokesperson support and helping organizations communicate clearly through complex or sensitive situations.
Advocacy, Stakeholders & Engagement
Connecting organizational priorities with the people who can help move them forward. I develop communications for advocacy and policy initiatives, members, partners, government, sector stakeholders and public audiences, translating complex issues into communications that are understandable, relevant and actionable.
Digital Strategy & Communications
Using digital channels and platforms as part of the communications strategy rather than as standalone tools. I have led website redevelopment, digital transformation, email and social communications, online campaigns, content strategy and the systems that support effective digital engagement.
More than 20 years of communications experience across national nonprofits, associations, advocacy organizations, health and research networks, professional communities and the public sector.
That range has meant communicating with very different audiences, from members, donors and the public to researchers, health professionals, industry leaders, government and decision-makers, often within the same organization.
It also means understanding the realities of organizations where communications is closely connected to advocacy, reputation, member or stakeholder relationships, public education, fundraising and organizational change.
20+
years of communications experience
10+
NONPROFITS, RESEARCH NETWORKS, & ASSOCIATIONS
500+
CAMPAIGNS, ADVOCACY INITIATIVES, & PUBLIC ENGAGEMENT
Strategy + Execution
Strategy and execution belong together.
I am comfortable moving between the big picture and the work required to make it happen: advising leadership, developing strategy, leading teams and projects, writing and editing, managing issues, guiding digital work and making sure communications actually gets delivered.
That combination has been central to my work throughout my career, particularly in organizations where communications touches advocacy, programs, stakeholder relationships and organizational reputation.
Selected Impact
Examples of the kind of communications leadership and delivery I have brought to national organizations:
Directed national communications for Canada’s hotel industry association during a significant organizational and brand transition, including federal election outreach, Parliament Hill Days, major events and media relations.
Managed national media relations, issues and crisis communications for one of Canada’s largest youth nonprofits during a period of significant organizational and reputational complexity.
Increased fundraising revenue by 400% through a national awareness and engagement campaign and quadrupled retail sales through a revamped merchandise strategy.
Oversaw major website redevelopment and digital transformation initiatives across national organizations, including multi-site redevelopment, e-commerce and improvements to online member services.
Directed communications for a 7,000-member national professional association, including publications, national campaigns, member communications and digital engagement.
Translated complex health and research information for public, professional, government and research audiences while leading national public health awareness initiatives.