Suzanne Lundin-Ross

Suzanne Lundin-Ross is a communications strategist specializing in crisis and reputation management. During her international career in Asia and Africa, she has covered all aspects of communication from public relations in order to address social, economic and environmental issues and influence public policy.

Designed, developed and tested crisis communications building blocks for the Press Office in preparation for the Olympic Games. Impact: quickened response time during credibility-defining events to less than an hour after notification; adopted by Embassies worldwide as a best practice, adaptable to local conditions. Facilitated high-priority national and international press liaison during sensitive negotiations with North Korea. Briefed high level visitors and supported press events.

Based in Beijing, China management of projects involved research and large-scale infrastructure feasibility studies. Also conducted social impact outreach campaigns for persons affected by infrastructure development; analyzed business environment for increasing revenue generation in the Mongolia mining sector, and produced a long-term communications strategy for the company.

Designed and managed public outreach in six Asian countries. Pitched stories to media, facilitated interviews and wrote copy for hundreds of product placements in national, international and industry outlets. Coordinated and promoted community participatory assessments for developing strategies and action plans. Created system tools to encourage alignment for accountability and performance standards and sustainable impacts across groups and settings.

Advanced branding initiatives and messaging plans across agencies and partners and monitored media to ensure accuracy and optimize coverage of programs. Planned issue-training to heighten awareness and increase utilization of social program services. Supported constituent mapping profiles. Authored dozens of success stories, fact sheets, speeches, congressional briefings and annual reports. Designed and developed web communications.

Managed speaker and exchange programs, and significantly expanded the social network of key influencers to enhance program success. Innovative programming ideas such as the use of four-point digital video conferencing extended press conferences, panel discussions and even master classes to regionally diverse audiences in Thailand and ASEAN member countries. Result: 30 percent increased funding for exchanges as well as funding to scale-up pilot program venues across the country.

Advanced the U.S. Embassy’s communication with national security counterparts and provided public information services prior to and after the September 11, 2001 incident. Created and instituted a threat matrix crisis management tool that identified roles, resources and conditions for decision making. Evaluated security programs and analyzed performance capabilities to influence contract negotiations and improve service quality.

Promoted a campaign to improve dialogue and trust among tribal groups and communities after the bombing of the U.S. Embassy in Nairobi, 1998. Activities aimed to rebuild public confidence, reduce violence and diffuse tension during a period of escalated uncertainty. Coordinated 300 volunteer members, dozens of venues, and obtained sponsor support, produced b-roll to promote the event through television outlets throughout the country and attracted almost 16,000 new visitors to the Museum.

As the first “CLO” in the region, designed and implemented orientation programs and initiated activities to stimulate awareness of U.S. investments in the region. Managed community grant projects through non-governmental organizations, developed speaker and special event programs. Researched, wrote and distributed adventure – sports guidebooks in Central Asia as well as managed summer survival camps for youth. Planned for community emergency evacuations.

Needs analysis and performance counseling; Designing and modeling communications systems and infrastructures; Human performance technologies; Managing projects with in-housed and outsourced teams; and Strategic planning.

Museum Studies, Marketing, Visual Production, Teacher Training Certification