Plenaries

The Evolution of the Political War Room
Keith Beardsley, Deputy Chief of Staff to PM Stephen Harper

AUDIO AVAILABLE

Fast Forward in the Communications Arena
Robert J. Sawyer, Author and Futurist

AUDIO AVAILABLE

You Can't Spin Mother Nature: Understanding the Climate Debate
James Hoggan, James Hoggan and Associates

AUDIO AVAILABLE

Creating a Winning Culture
Dave Vanden Bosch, Site Leader, Dell's Customer Contact Centre

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Breakout Sessions

Keeping Employees Charged During Change
Lise St. Arnaud, Director, Internal Communications, Bombardier

Lise St. Arnaud will take a close look at communications as the core of cultural change within Bombardier Aeronautics. The objective of a changing corporate culture is to engage employees by developing their knowledge and skills. The method? Communicating management's responsibility to establish and improve employees' business sense. Once this is achieved, there is still a need to maintain the emotional engagement of employees, through reinforcement and coherent messaging. Lise's presentation is based on a case study illustrating the steps and methods used to integrate communications throughout change management.

DOWNLOAD PPT PRESENTATION

AUDIO AVAILABLE

Communicating in the Global Village
Pamela Simmons, APR, Canadian Council on Business, Abu Dhabi; Sandra Huculak, Capital Health Authority (volunteer with the World Health Organization)

The global village opens up both opportunities and challenges for communications practitioners. This session will explore the intricacies of PR for Canadians who provide international public relations services, delivered by two globe-trotting women with varied perspectives: a practitioner who relocated abroad and found rewarding work with local organizations, and a practitioner who provides public relations and media relations training for an international humanitarian organization.

AUDIO AVAILABLE

What Canadians And Americans Believe are Critical Factors That Drive an Organization's Reputation
Terry Flynn, APR, Professor & Director of McMaster University DeGroote School of Business

Terry Flynn, of the DeGroote School of Management, will present the findings of a two-part study on what Canadians and Americans believe are the critical factors that drive an organization's reputation. The study will have surveyed 600 Americans and as many Canadians. It analyzes the differences and similarities from both sides of the border. In presenting these findings, to be released in April 2007, the presentation will give a more holistic perspective of "public relations" impact on brand management. His presentation will give practitioners "rules of engagement" to act as champions for total organization reputation management.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Getting Ready for Web 2.0
Norman Mendoza, Redengine

After a period of relative stability, the web is beginning to innovate again. The long-awaited promise of social networking, media convergence, democratization of the web is more mainstream because of mature technology and usage. Web 2.0 collectively refers to technologies like blogs, podcasts, wikis, RSS, tagging, and much more. However, it requires that we rethink how people and systems interact. This presentation discusses new trends and what you need to do to upgrade your site. The emergence of the social web is a formidable alternative to traditional media. Forward thinking public relations professionals need to learn how to monitor, defend and participate.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Fast Forward Yourself: The Competencies Of A Successful Communications Manager
Sharlene Smith, APR, Fellow CPRS, Principal, CommPlan Canada

Ever wonder what it takes to make it to the top? Sharlene Smith's presentation will examine the competencies required to be successful communications manager and fast forward your career. By looking at nine areas of competence required of today's communications professionals and the skills within each, participants will be able to define where to focus their abilities and develop their skills. The session will outline what it takes to build and protect an organization's reputation, mitigate the impact of issues, provide organizational leadership and develop, implement and evaluate strategic communications plans. Attendance includes free use of an online 360 competency assessment tool for communicators.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Service In The Fast Lane: The Service Canada Story
Jean Valin, APR, Fellow CPRS, Senior Director General, Marketing & Communications Services Canada

The future of client service for government has nothing to do with the perception that the public may have had in the past. Jean Valin will present pilot projects where the offices will go the extra mile for each and every client, through modern methods and a single window approach. Establishing a strong brand identity and positive public visibility for this new organization has been the primary focus of communications activities since its launch. Establishing a strong brand identity and positive public visibility for this new organization has been the primary focus of communications activities since its launch. This presentation will show how a range of public relations activities and marketing initiatives at the national, regional and community levels - citizen-centered announcements, products, advertising and web-based promotion - are building the chapters of a story of success in connecting government to the people it serves.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Labour Relations: Where Does PR Fit?
Rod Stanley, APR Communications Coordinator, PEI Department of Health; Christina Winsor, APR, Director of Communications, Office of Human Resources, Province of New Brunswick

Whether you have five employees or 50,000, the reality is that perceptions generated from a labour issue can dramatically impact the reputation of an organization and the success of a project. Rod Stanley and Christina Winsor have extensive experience in working both the labour relations and PR fields. Their interactive session will explore ways in which to better communicate labour issues such as restructuring and collective bargaining. Participants will learn to produce communications strategies relevant to internal and external audiences; align communications objectives to those of the organization, the media and external stakeholders, guide audiences toward mutually satisfactory outcomes, develop and control the message and more. The presentation will present a clear understanding of the Public Relations role in labour relations, from a tactical to a strategic function.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

The media speak out on how you can get better coverage!
Mark Nusca, Vice President and Regional Director, Porter Novelli

According to the latest Canadian media survey by Porter Novelli Canada, corporate communicatiors and spokespeople have room for improvement in their daily efforts to drive media coverage. Nearly half of the journalists that participated in the latest 'Media Report Card on Canadian Business' said that businesses don't understand how the media work. A third of journalists were critical of both the access they get to executives and the level of honesty that company spokespeople display with the media. Former journalist Mark Nusca will offer a timely and valuable look at how to improve your company's media relations performance ­ based on feedback gathered from journallists themselves! As a former writer and editor with leading Canadian newspapers like the Globe and Mail and National Post, Mark Nusca will provide an insider's view on what reporters are looking for, and how you can do a better job of getting your message heard. Join Mark to learn: What the latest media survey means to you. Mistakes to avoid in dealing with reporters ­ in their own words! Best practices that can lead to a stronger relationship with journalists ­ and better coveerage for your organization.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Students In The 21st Century
Dr. Debra Pozega Osburn, Associate Vice-President (External Relations), University of Alberta

Who are they? What are their work habits and expectations? What do they bring to today's marketing and public relations workplace? Looking at the research used by college recruiters, college career development and placement professionals, and employment recruiters, we will take a look at today's prospective college students, current college students, recent college graduates and teh trends that they exhibit. We will talk about how the communications profession needs to adapt - or be adapted - by their preferences and differences from college graduates of the 1990s.

AUDIO AVAILABLE

Crisis Communications
Jim Stanton, Jim Stanton & Associates

Jim Stanton brings years of experience as journalist and communicator to this session. He has taught crisis communications and media relations courses to federal, provincial, state and municipal governments across Canada and the United States as well as private sector resource and transportation companies. He will share some of the lessons learned from a first-hand experience at air crashes, power failures, health outbreaks, world summits and fire storms. This workshop will take participants through the 'Stanton Method' of crisis communications. Scenarios will be introduced to test the 'Method' and give participants proven strategies for managing communications in crises. Participants will be provided with messages to take away that can be used in real world situations. Come ready to work, learn and be entertained!

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Why Plain Language and How To Sell It
Lee Crawford, Manager, Writing Unit, Province of Manitoba

Plain language means corporate profits! Intimidating and confusing the public to protect internal egos is just bad business strategy. As corporate jargon becomes the norm inside organizations, PR experts are trying to stop it from annoying the public in external communications. Plain language is critical to clear communication, but it's an uphill battle trying to convince your executives that the best way to get their message across is to use words their audience actually understands. This presentation will give PR experts a solid case for making plain language part of corporate policy.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

The Fallacy Of Staying On Message
Eric Bergman, APR, Principal, Bergman and Associates

In an era that demands greater accountability and transparency from corporations, government organizations and not-for-profit organizations, this session makes the case that the simplistic concept of staying on message is an outdated paradigm in an information driven world. This session examines how PR practitioners can adopt a new paradigm that enhances transparency, supports ethics and treats publics and stakeholders with the respect they deserve. This session explains how "staying on message" is stuck in the past and how answering questions effectively is a forward thinking concept that supports ethics, helps organizations communicate and bridges the gap between truth and transparency.

AUDIO AVAILABLE

Friday, June 15, 2007 - 2:45p.m.

Transforming Group Conflict In The Workplace: Strategies And Processes For Cooperation
Christine Piquette and Richard Hart, ProActive ReSolutions Inc.

Workplace conflict is never only about two people it affects a whole network of relationships. In this session we look at approaches that professionals can utilize in responding strategically to group conflict, including dialogue-based group processes such as TJA Conferencing. Workplace Conflict industry experts Christine Piquette and Richard Hart give you tools to help assess the situation and recommend a simple framework for generating lasting solutions. Richard Hart brings years of experience as a lawyer, mediator and arbitrator to his current position as a Conflict Management Specialist with ProActive ReSolutions Inc. Working primarily from the company's Canadian Head Office, Richard continues to be actively engaged in the delivery of Workplace Conflict Management Solutions to organizations around the world, helping them to deal with issues like discord, respect, emotions and even violence in the workplace. Richard is a civil mediator with the Mediation Roster Society of British Columbia, a Chartered Arbitrator, and member of the Canadian Association of Threat Assessment Professionals and the Law Society of BC. Christine Piquette, Conflict Management Specialist with ProActive ReSolutions, operates the company's Edmonton office.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Leading Through PR: A Two-Way Street
Ginny Jones, APR, Principal, Acuity Options

Imagine if all your management level employees turned into good, solid communicators. They start out slowly -- asking better questions and really listening to feedback from their staff, from their manager, from customers. Before long, they're sharing that intelligence with you and your team and with other managers during important meetings. Not only are they making better quality decisions and improving the overall morale, but you're finally able to focus more on the fun and strategic side of your role. Ginny will explore how PR can be taught so that it's instantly applicable, recognizable and successful, how can it be measured and rewarded through performance management so it's sustainable. This fast-paced, interactive session will offer a chance to try out a simple yet powerful step by step process that the design team created to train leaders on how to build better relationships. Find out how you can introduce PR core competencies into your workplace. See how PR and HR can work together to support better relationships.

DOWNLOAD PDF PRESENTATION

The Truth About Youth: Making Services Better for Youth in Halton
Carleen Carroll, APR, Director of Community Relations, Regional Municipality of Halton

In 2003, Halton Region undertook a comprehensive public engagement strategy to develop a Youth Services Plan to address the growing needs of youth in the community. Because youth is a sector that is difficult to reach through traditional communications vehicles, a unique community consultation and communications plan was designed to engage Halton's youth and ultimately in the development of the plan. Participants in this session will learn a number of outreach strategies for working with mainstream, marginalized and hard-to-reach audiences. There will also be a discussion of lessons learned by Halton Region in breaking down barriers, establishing strong relationships, communicating with youth and mitigating risk factors. Participants will receive a tool-kit of ideas to take away and consider for their own engagement strategies.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE

Media Relations Rating Points--The New Standard for Media Coverage Evaluation in Canada
Rachel Douglas Director, Public Affairs, Tim Hortons and a founding member of the CPRS Measurement Committee

One of the greatest challenges many communications practitioners face is measuring editorial media coverage. Evaluating and reporting the results of a media relations campaign has traditionally been a fairly subjective process, with many different-- and often outdated or ineffective-- systems in use. There is a new method--developed by a volunteer group of Canadian communications professionals--that has standardized the measurement, evaluation and reporting of editorial media coverage in Canada. The new Media Relations Rating Points (MRP)™ system is a standardized measurement system that uses cost-effective audited data from media outlets across Canada, including thousands of online sites. The MRP system was developed by the CPRS Measurement Committee and is endorsed by IABC (Canada) and the Canadian Council of PR Firms. Launched in the spring of 2006, the MRP system already has more than 250 subscribers from public relations agencies, corporations, non-profit organizations and government ministries across Canada.

DOWNLOAD PDF PRESENTATION

AUDIO AVAILABLE