Sandrine Williams · Independent practice
Standing, not headlines.
Media relations, narrative and senior engagement for government, diplomatic, NGO and defence organisations. From the moment of attention to the relationship that holds.
Practice
Independent, led personally by Sandrine Williams
Sectors
Government · Diplomatic · NGO · Defence
Regions
UK, Europe, the US, the UAE, Asia Pacific
Press
The Times · Le Point
Currently
Engaged by a NATO-accredited institution
§ 01 — Services
Four disciplines, one practice.
Media & press relations
Earned media and journalist relationships, in place before there is something to say.
Stakeholder & institutional engagement
Preparation, introductions and follow-through that turn a first meeting into a lasting relationship.
Narrative & executive positioning
Messaging that holds up under scrutiny, and candid counsel on what to leave out.
Events & speaking platforms
Platform strategy, facilitation and speaker preparation, so the right conversations actually happen.
§ 02 — Clients
Who I work with
Organisations with a complex message and an audience that matters: ministries, missions, NGOs and the defence sector. The discipline travels; if that describes you, I would be glad to hear about it.
Government & public bodies
Diplomatic missions & international organisations
NGOs
Defence & defence technology
§ 03 — Case notes
Selected work
01
New market, national press
Software just adopted by a European armed force needed visibility in a new market.
OutcomeTwo national titles, then a live broadcast interview.
02
A room of 300 senior leaders
Sponsorship strategy for a launch at a major international exhibition.
OutcomeA speaking slot before 300 leaders, including serving senior military figures.
03
Holding the room
Programme, speaker preparation and facilitation for a NATO-accredited institution’s annual conference.
StatusOngoing engagement.
04
Aligning partners
Brand strategy and stakeholder engagement for a London borough’s arts programme and a UK university.
ScopeAcross partners whose objectives did not initially align.
Discretion is part of the job, so I do not publish a client list. It is the same care I would take with yours. Ask me in conversation and I will tell you what I can.
§ 04 — Principles
How I work
I.
Both sides have objectives
An outcome only holds if both are served. Agreements reached where ambition and interest genuinely meet outlast the people who made them.
II.
Standing, not headlines
A headline is quick to forget. I build the structure beneath it, so your audience sees you as a voice worth returning to.
III.
How it felt remains
People forget the detail. They remember how the exchange felt, and whether they would take the call again.
§ 05 — About
Sandrine Williams
More than a decade across broadcast media, publishing, education and defence, leading international PR, media relations and senior stakeholder engagement in the UK, Europe, the US, the UAE and Asia Pacific. Most recently sole PR and engagement lead for a defence technology company trusted by more than 50 nations. Before that, leading a marketing and communications department in the education sector. My career began in broadcast media and in diplomatic communications at the Guyanese High Commission.
At ease across the room, from flag officers and ministers to journalists and the person managing the schedule. I ask a great many questions, I prepare thoroughly, and I have never seen the value in making anyone feel small.
“I am told I am calm in a crisis. I would add that I am candid in one.”
BA (Hons) Communications, Marketing & Media · First Class
§ 06 — References
In their words
She has a natural ability to navigate complex institutional landscapes, confidently engaging with everyone from flag officers and military leadership to corporate CEOs, government officials and international journalists.”
Yvan Gouriou
Général (2e section)
“She possesses a rare ability to put people at ease, build confidence, and communicate with clarity, credibility, and purpose.”
Skot Butler
President, North America, technology sector
“She brings clarity, judgement and precision to her work, particularly in complex environments where the detail matters and the audience is often highly nuanced.”
Matthew Dodds
Business development & strategy, aerospace & defence
§ 07 — Contact
Something coming up? Let’s talk.
A launch, a conference, a piece of press. Tell me about it and you will get a candid view of whether I am the right person for it.
Working
UK · Europe · US · UAE · Asia Pacific