Vision - framing the conversation

Attendees will:

  1. Be inspired to challenge norms and live beyond the status quo
  2. Learn how to recognize the need for change and how they can act on it

Advocacy in Action: Winning in the court of public opinion
Kevin McCann / Sean Lewis

More than 6,000 disabled veterans sued the Government of Canada for clawing back their long term disability income replacement payments. With a solid legal case and supporting advocacy campaign, the veterans won. Kevin McCann and Sean Lewis will discuss how they used traditional and digital communications to develop and implement an advocacy campaign that communicated a complex legal issue, gave advocates the tools to influence decision-makers, communicated with the Class Members, and built a movement to win in the court of public opinion.

Communication without control: How PR can change the world
Daniel Tisch APR, FCPRS

Drawing on his recent two-year term as Chair of the Global Alliance, Daniel Tisch will explore opportunities for communicators at all levels in the changing PR landscape in "Communication without control: How PR can change the world." This session will explore:

  • The new risks for organizations: Colourful case studies of both recent communications failures and reputation-rescuing 'turnarounds'
  • 'Promising practices' of organizational communication: Research from around the world now being conducted by the Global Alliance with partners in various countries
  • How global communication leaders deliver and demonstrate value today: Insights on how PR pros can gain influence for (and in) their organizations
  • The skills communicators need: Global perspectives on the skills and knowledge necessary for success

Gender in PR: Why is the industry pre-dominantly female?
A 2012 study addressing gender communication and why the public relations industry is pre-dominately female.

Amelia Kennedy MA

Have you ever noticed the disproportionate number of men that are employed in the public relations industry and wondered why more women embark on a career in PR?

Learn how the misconception of public relations, gender communication, different communication styles and personality traits of men and women contribute to university enrolment numbers and the industry being pre-dominantly female. An overview of MA dissertation research and correlating results will provide the framework for this presentation and determine why the public relations industry is a feminized profession.

Is That the CBC In the Parking Lot? Moving Scouts Canada From Crisis Mode to Leadership Position
Daniel Granger ARP, FSCRP / Brenda Sweeney, APR

In October 2011, Scouts Canada hit the national news with a shocking series of allegations in a CBC story called "Scout's Honour." The first CBC image showed the then-Executive Director of Scouts Canada being cornered in a parking lot and replying “No comment” to Diana Swain's questions about secret files, child abuse and pedophiles. Crisis was an understatement. Over a nine-month period, this challenging situation was turned around by a crisis team comprised of volunteers, staff and consultants. As the volunteer and paid communications advisors on this team, Brenda and Daniel will take you through a bilingual, multi-media case study of the RACE formula in action. They'll show you that by applying best practices, they helped to stop the train wreck and assisted with the process of rebuilding Scouts Canada's reputation.

The 10 Commandments of Employer Reputation and Culture
Heath Applebaum ABC, MCM

Participants will learn the keys to: Earning employee trust and loyalty during tumultuous times; Improving talent retention and attraction through authentic communications; Building your employer brand and protecting your employer reputation; Bridging reputation gaps within your organization; Leveraging social media to transform your employees into your biggest reputation ambassadors; and understanding CEO expectations and misconceptions about internal communications in order to provide strategic value.

You Still Need Us: The Value of Associations in a Collaborative New World
Derek Lothian

The 2008-09 recession left its mark on more than the corporate ledger and our personal bank accounts. It fundamentally changed the way associations – both business and professional – must operate in the new economy. Every expense is now scrutinized, and membership alone is no longer a sustainable value proposition. Only three letters matter: ROI. But in an age where crowdsourcing rules and linkages between common interests are so easy to develop and nurture, there has been a fundamental realization that progress is a shared outcome, and we are simply stronger together. Is that an overly idyllic, kumbaya approach to success? Perhaps. Or it could be a resource-lite means of leveraging strength in numbers to get what you want. Either way, it can only mean one thing: the resurgence of associations.

Ghost in the Machine
Mark Blevis

Using a variety of examples including Hélène Campbell's "A Lung Story" and organizational examples including recent campaigns organizations and governments, Mark will examine the delicate balance of emotion, relatability and information in reaching and activating the public.

Three to five questions this presentation will answer for the audience:

  • Why do human stories compel us to take action?
  • Why is simplicity the critical balance point to complexity?
  • Why is The Police's fourth album a great metaphor for communication?

Canadian Best Practices in Employee Engagement Communications
Karen Humphreys Blake, APR, MCM

Today's leading organizations are fundamentally changing the way they relate to their employees in order to survive and thrive. Communicators can play a major role in influencing this much-needed shift and ensuring their employers get it right. Learn how top employer organizations are using the power of authentic communication and new internal technologies to better engage their employees. This presentation will cover:

  • Why employee engagement matters so much in today's fast-changing business and organizational environment
  • Importance of authentic, multi-channel discourse with employees
  • What 'top employer' organizations are doing about it
  • Web 2.0 approaches to the intelligent, social organization
  • Why face-to-face communications is still so important
  • Why managers are a weak link and what we can do about it.

This session promises to inspire communications leaders to step up to the plate and demonstrate their value at the senior table. Karen will draw on stories from leading Canadian companies as well as the experience of those in the audience for a stimulating and challenging discussion.


Planning and Research - understanding our audiences

Attendees will:

  1. Learn how to improve the way they organize their communication activities
  2. Learn about tools and resources available to help them conduct their research

Becoming a Strategic Communications Rock Star
Caroline Kealey

A hands-on, practical exploration of how to become a strategic communications rock star, this interactive workshop will provide a unique opportunity to unlock the challenges faced by communications and PR professionals in establishing credibility, adding value and doing more with less.

Three to five questions this presentation will answer for the audience: At the end of the session participants will be able to:

  • How can I get the recognition I deserve for the contributions I make?
  • How can I increase my credibility as a strategic contributor?
  • How can I improve my results through strong consultative skills?

Making PR Relevant to Decision Makers – Using the World Café Process
Danielle Côté, APR / Howard Williamson

Delegates who attend this workshop will actively participate in World Café-style dialogue to tackle the challenges we face in making PR relevant to decision makers. Delegates will briefly review the seven core principles associated with successful World Cafés that create conversations that matter. Then, using the World Café model, participants will learn first-hand how to bring people together in conversations that can help shape the future of an organization or program. Participants will rotate through different tables and discuss what behaviors, training, or skills PR practitioners need to get to the senior management table.

We will provide the thought-provoking questions, the ambiance, the paper, the markers, and the music. You simply need to bring your ideas, thoughts and insights.

The Repositioning of the Accès Montreal Card*
Lucie-Anne Fabien APR, FCPRS

The Accès Montreal card was created in 1991 to provide discounts on numerous activities to Montreal citizens. Despite years of neglect, with little effort in the way of public relations, the Accès Montreal card has managed to hold on to more than 55,000 subscribers, but it is quickly losing ground. Communications management has been entrusted with the mandate of drawing up a plan to win back subscribers while simultaneously meeting municipal objectives. Management undertook an international study for benchmarking purposes in order to develop the plan. This consisted of a citizen survey supplemented by individual interviews, encompassing more than 65 partners. In June 2013 we will outline the various methodologies used and present the repositioning strategy, the new branding and the launch results.

Production and Implementation – telling our stories

Attendees will:

  1. Learn about new ways to communicate internally and externally with their stakeholders
  2. Learn about new tools, techniques and approaches to communications

The Implementation of an Ideagora: CHU Québec's Initiative*
Richard Fournier, APR

In 2012 CHU Québec set up an Ideagora in order to provide a forum for the talent and the creativity of its employees, with the aim of improving the organization. The design of the platform, idea management, promotional campaign, and results and lessons learned from the process will be discussed in this presentation.

Three to five questions this presentation will answer for the audience: At the end of the session participants will be able to:

  • Why should an organization create an Ideagora?
  • How to move from design to implementation?
  • How to manage and act on presented ideas?
  • What mistakes to avoid and which ideas to promote?

*presented in French

Measurement and Future Outlook - celebrating our successes and learning from our failures

Attendees will:

  1. Learn how they can better implement measurement standards within their communications planning
  2. Learn about where the profession is headed and how they can prepare themselves for change

Social Media Barometer
Martin Waxman, APR

Beyond Pinterest and Facebook's latest changes, what are the emerging trends and issues communicators need to understand? This interactive session offers a weather report on the current social landscape and the prevailing winds of change. Martin Waxman takes a strategic look at the latest digital and social media developments, examines innovations and discusses how they fit into, expand or break existing communications models. He analyses pressure points, identifies issues and demonstrates how to integrate the tools into a goal-oriented program. Participants will leave the session with a greater understanding of what a future strategic forecast for PR professionals might be.

Three to five questions this presentation will answer for the audience: At the end of the session participants will be able to:

  • Understand how and where the latest social media trends and developments can fit into an integrated communications strategy
  • Learn how to ask the right questions when integrating social media into a PR program so as not to get caught up in the shiny new tools
  • Gain a strategic overview of the constantly evolving digital and social media landscape and how it impacts the practice of PR

Standards, Best Practices & the Latest Trends in PR/Communication Measurement Programs
Fraser Likely APR, FCPRS

So much has been written about the need to measure PR/Communication activities, but so little has been said about how to put together a comprehensive measurement program that includes all those various activity measures. This session will focus on the contents of an all-embracing program - one that will satisfy the needs of all your internal clients. This session will also focus on the standards, best practices and latest trends for each of the four measurement levels - messages/channels; program; department; and organization - that comprise a complete measurement program.

Three to five questions this presentation will answer for the audience:

  • At what 4 levels must a PR/C department measure and why?
  • What specific measures must be in your measurement program?
  • How do I differentiate between output, outtake and outcome measures?
  • How do I include cost-effectiveness with effectiveness measures to demonstrate how efficient we are?
  • How do I measure the value-added of our PR/C department's roles and responsibilities?

Sponsorship and Public Relations — Trending and the Future Together
Brent Barootes

This session will be important for communicators and PR leaders from brands, corporations, SMEs, government, nonprofits, charities and member associations who are engaged in the buying or selling of sponsorships. It will also be vital for agency and PR firm delegates to further understand their role in their clients' partnerships in the new world.

Brent will deliver a full overview of the industry with tending over the past several years and expectations for the future. This trending report and statistical delivery of reality will engage participants to understand their new role and responsibilities within successful sponsorship programs. With the ongoing massive shift from corporate philanthropy and traditional media investment dollars into activated sponsorship programs, the role of public affairs and communicators has become more important than ever. Those that are responsible for delivering a message or creating a brand image for either sponsors or a seller of sponsorships, this is critical must attend this session to clearly understand the new world of sponsorship and their roles in it.

MRP: Canada's PR Measurement Standard
Jenny Cruxton

MRP is the Canadian public relations industry standard for measuring editorial coverage. Developed for the PR industry by the PR industry, it's a consistent, customizable and affordable reporting standard for Canadian PR practitioners. In this session, Rachel will give an overview of MRP and demonstrate how the system allows users to analyze and score media coverage, attach clips and produce comprehensive and professional reports to show the value of a media relations campaign.

Using social media to mine business insight
Kelly Rusk

Communicators have flocked to social media to push out key messages and even interact with stakeholders, opening up a two-way dialogue. However, one of the largest untapped opportunities in social media is mining the data to understand who your audience is, how they feel about your organization and/or issues and how they perceive your media coverage.

Three to five questions this presentation will answer for the audience:

  • What tools can I use to mine social media data? (free and paid)
  • How do I frame searches and keywords to get the most accurate results?
  • What are social media research best practices to be aware of?
  • How can I differentiate between credible sources and scraped or possible spam content?
  • How can I use social media data to measure media relations efforts?

Communications 4.0 - Frame. Understand. Tell. Celebrate.
Chris Boutet and Duncan Clark

This workshop will offer a highly candid conversation between experts working in two fields discussing one topic: Communication 4.0. We are seeing a shift in how brands communicate with various audiences, and many will agree that the future of storytelling will be dramatically different from its past. In this workshop, learn how brands are engaging expert data scientists, analysts, journalists, public relations professionals and more to build and manage their brand communications. Duncan Clark will offer his views from inside the newsroom while Chris Boutet will address Communication 4.0 from the other side of the table.

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