Julie Lawrence
Geelong,VIC
Summary
Strategic communications leader with 20 years of experience in media relations, stakeholder engagement, and reform communications within government. Led teams in delivering impactful campaigns aligned with public-sector priorities, including crisis response and behaviour change. Fostered cross-agency collaboration and championed inclusive storytelling to advance organizational missions. Innovative media strategist with strong skills in stakeholder engagement and crisis management. Proven ability to craft impactful media strategies, resulting in significant audience reach and successful outcomes for NDIS initiatives.
Overview
18
18
years of professional experience
Work History
Assistant Director Media (several roles)
National Disability Insurance Agency
Geelong, Victoria
06.2014 - Current
- Sourced, developed, pitched, and secured media opportunities nationwide for two NDIS ministers and hundreds of NDIS participants, families, and carers, enhancing NDIS awareness.
- Pitched participant-centered stories that rebuilt NDIS trust, resulting in a 16% increase in school leaver employment support takeup.
- Led proactive media and crisis communications by crafting evidence-based statements for stakeholders during sensitive reforms.
- Crafted Q&As and briefs for NDIA CEO, NDIS Board Chair, and NDIS ministers to address emerging risks effectively.
- Delivered COVID-19 communications under tight deadlines, producing weekly NDIS response reports and participant updates in accessible formats.
- Managed digital communications strategies to deliver Easy English, AUSLAN, Braille and Culturally and Linguistically Diverse content to participants.
- Coordinated cross-functional teams to implement effective policy changes to enhance service delivery.
- Built and managed national media networks. One School Leaver Employment Supports campaign achieved 127 placements and a 2.55 million audience reach.
Senior Media Adviser
Services Australia
Geelong, Victoria
04.2011 - 06.2014
- Developed and led nationwide media campaigns for government reforms, effectively reaching millions of Australians.
- Managed crisis communications during Australian floods and bushfires to maintain public trust.
- Built and executed media strategies across multiple platforms to enhance government service awareness.
- Coordinated multimedia content to enhance community engagement and broaden audience reach.
- Monitored audience feedback to refine content delivery and optimize engagement strategies.
- Oversaw project timelines and budgets for various media initiatives to ensure financial compliance.
- Compiled performance reports on campaign metrics to assess alignment with priority goals.
- Collaborated with cross-functional teams to ensure consistent messaging across all communication channels.
External Relations Manager
Child Support Agency
Geelong, Victoria
03.2008 - 04.2011
- Secured major interview on national morning TV program, generating over $5 million in earned media value.
- Persuaded senior leadership to approve national TV segment on child support reforms featuring separated parents.
- Developed communication strategies that increased awareness of child support agency initiatives and programs.
- Coordinated public exhibitions that raised visibility of available child support services.
- Cultivated partnerships with non-government organizations, expanding outreach for child support services.
- Built and facilitated media training sessions for national site managers on effective engagement techniques.
- Collaborated with legal teams to ensure compliance in all external communications.
- Utilized child support data to inform strategic decisions aimed at increasing compliance.
Education
PR & Media Writing, Stakeholder Engagement & Campaign Development Certificates -
RMIT University
Melbourne, VIC01-2012
Certificate III in Radio Broadcasting -
Diversitat Training
Geelong, VIC03-2006
Graduate Certificate of Journalism -
Deakin University
Melbourne, VIC10-2005
Skills
- Media strategy
- Crisis communications
- Stakeholder engagement
- Stakeholder influence
- Cross-functional collaboration
- Data-driven decision-making
- Effective storytelling
- Strategic Leadership
- Team leadership
- Talent development
- Staff development
- Risk & issues management
- Risk analysis
- Budgeting expertise
- Corporate governance
- Operational excellence
- Inclusive practices
- Talent development
Accomplishments
Certificate of Appreciation - Services Australia (formerly Department of Human Services), presented by the Hon. Chris Bowen MP, for dedication, commitment, and support to communities affected by the Victorian bushfires and Queensland floods as part of the Australian Government Response Team.
Timeline
Assistant Director Media (several roles)
National Disability Insurance Agency
06.2014 - Current
Senior Media Adviser
Services Australia
04.2011 - 06.2014
External Relations Manager
Child Support Agency
03.2008 - 04.2011
PR & Media Writing, Stakeholder Engagement & Campaign Development Certificates -
RMIT University
Certificate III in Radio Broadcasting -
Diversitat Training
Graduate Certificate of Journalism -
Deakin University