currents 2012 program brochure
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CANADIAN PUBLIC RELATIONS CONFERENCE | JUNE 10-12 | VICTORIA, BC
Founded in 1948, the Canadian Public Relations Society, Inc. (CPRS) is a not-for-profit organization whose members are engaged in the practice, management or teaching of public relations and abide by a Code of Professional Standards. CPRS represents over 1,800 members through 14 Member Societies across Canada.
The Society offers a designation for professional accreditation in public relations (APR). Accredited members are encouraged to participate in the CPRS Accreditation Maintenance program.
In 2011, CPRS launched the Pathways to the Profession™ which provides Canadian post-secondary institutions a framework for recognition of their public relations and communications management programs as well as a Public Relations Knowledge (PRK)™ examination for recent graduates to demonstrate their ability to practice.
In addition, the National and Local Societies offer an array of services such as: professional development, awards programs, networking opportunities, a National conference, webinars, job boards, a College of Fellows program and members-only information sharing.
Visit cprs.ca for more information.
About CPRS
Table of Contents
West Coast Welcome
Thank you, Volunteers!
Society Meetings at a Glance
General Information
All Aboard! - Social Events
Conference at a Glance
Sunday June 10, 2012 - Sessions
Monday June 11, 2012 - Sessions
Tuesday June 12, 2012 - Sessions
Sponsors / Exhibitors
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On behalf of the entire Victoria conference planning committee and the CPRS National Office, we’d like to personally welcome you to Currents 2012! We’re all very delighted that you’ve decided to drop anchor here in Victoria. It’s an exciting time for our profession as we continue to grow and adapt, remaining always fluid. The world of PR is an exciting area in which to work, study and play, and we’ll continue to meet and bring inspired people together in forums like this to ensure CPRS remains at the cutting edge in these murky waters of changing trends, media, markets and technologies.
We’ve put together an exciting program of insightful speakers and top-notch workshop
presenters representing the best and the brightest of our profession. These captains of
industry help you sail confidently through the ever-changing tides of communications.
Of course, what would a visit to the most beautiful place on earth be without a visit to some
world-renowned attractions? Between the Royal BC Museum, Butchart Gardens and a trip
to Church and State Wines’ vineyard, we hope Victoria will leave you with great memories of
your visit to Vancouver Island. Currents 2012 promises to be an entertaining, educational-and
fun-conference experience.
We have worked for nearly two years to put together an exciting and focused program
bringing together experts, visionaries and provocateurs from the world of public relations. We
hope you will have an interesting, challenging and educational few days.
In closing, we would like to thank each of you for attending Currents 2012 and bringing
your expertise to our gathering. It is our pleasure to host you while you experience this
unparalleled three-day experience.
Currents 2012 Co-Chairs:
Kim Van Bruggen, APR Lisa Baergen, APR
The marketplace is changing as surely
as the tides.
Are your communication strategies ship-shape?
Kim Van BruggenAPR
Lisa BaergenAPR
West Coast Welcome
01
02
Thank You, Volunteers!
CPRS National Office Staff:
Volunteers:Deirdre Campbell, APR
Barbara Carver
Terra Casey
Lesley Chang
Margaret Doyle
Susan Evans
Elle Fairley
Monica Gervais
Marion Grau, APR
Colleen Hildebrandt
Robin Hutchinson
Marina Jaffey
Rebecca Kerswell
Sheridan McVean, APR
Michelle May
Andrea Moir
Jovita Nathania
Ron Proskow
Robyn Quinn, APR
Jennifer Ricketts-Glassel
Caitlyn Sassaman
Laurie Sthamann
Lilian Sue
Heather Watters
Sue Wheatley
Cynthia Wrate
Tracey Baker
Kiki Danielle Cloutier
Karen Dalton, APR
Monica Simmie
Bryan Sparks
Elizabeth Tang
Lorianne Weston
Thank you to our dedicated Victoria Conference Committee responsible for the program, planning, marketing and communications of this year’s conference.
Conference Co-Chairs: Lisa Baergen, APR Kim Van Bruggen, APR
Society Meetings at a Glance
Friday June 8, 2012CPRS National Board Meeting 9:00 am -–4:00 pm
Victoria Conference Centre -–Oak Bay 1 Room
Saturday June 9, 2012Presidents’ Council Day8:00 am -–4:00 pm
The Fairmont Empress -–Buckingham Room
Sunday June 10, 2012National Council on Education Meeting8:00 -–10:00 am
Delegates welcome
The Fairmont Empress - Buckingham Room
CPRS Education Council Poster Session*10:15 -–11:30 am
Delegates welcome
Victoria Conference Centre - Saanich 2
*CISION is the exclusive sponsor of the Pathways to the Profession™ program.
–
CPRS National Annual General Meeting
3:00 - 5:00 pm
Victoria Conference Centre - Theatre
04
Host Hotel
The Fairmont Empress
721 Government Street
Victoria, BC V8W 1W5
Telephone: 250-384-8111
Check-in: 4:00 pm
Check-out: 11:00 am
Registration and
Trade Show Information
Registration Hours
Sunday: 8:00 am - 5:00 pm
Monday: 7:00 am - 5:00 pm
Tuesday: 7:00 am - 6:00 pm
Tradeshow Hours
Sunday: 11:00 am - 5:00 pm
Monday: 8:00 am - 5:00 pm
Tuesday: 8:00 am - 3:15 pm
APR Maintenance Attending Currents 2012 demonstrates
our members’ resolve to keep abreast
of the rapidly changing public relations
and communications management
landscape. In recognition of that
commitment, members who have
attained their Accredited in Public
Relations (APR) designation and who
participated in this conference can earn
2.5 maintenance units for attending the
full conference.
General Information
Victoria Weather Victoria is located in a sub-Mediterranean zone and experiences some of the most
moderate weather in Canada. The average monthly temperatures for May and June are 16
and 20 degrees Celsius, respectively. Being located on the coast, expect offshore breezes
to keep the climate comfortable during the day but potentially cool in the evenings.
Airport The closest airport to The Fairmont Empress is Victoria International Airport, airport code
YYJ. Transportation between the airport and The Fairmont Empress is available by taxi, Akal
Airport shuttle and L.A. Limousine and Transportation Services which offers special rates for
guests of The Fairmont Empress. For reservations and information, visit www.lalimo.ca.
Recommended Dress For most of the Conference, the dress will be “business casual”. For Sunday and Monday’s
evening events, the dress will be casual but be sure to bring comfortable walking shoes for
your stroll through Butchart Gardens. Please keep in mind that evenings in Victoria can cool
off, even in June. A sweater or light jacket is recommended for outdoor evening activities.
Most people will dress up for the Tuesday night CPRS Awards Gala, either business attire or
even black tie.
Mobile Application NEW THIS YEAR!
We are excited to announce CPRS’ first mobile conference event application that will
allow instant access to the conference schedule, session details, speaker bios, sponsors,
exhibitors and evening events etc. all from your mobile devices.
Learn more about the Conference Event Application at: victoria2012.cprs.ca
Dashboard and Twitter Wall NEW THIS YEAR! Currents 2012 lets delegates interface during the conference via social media. Conference
tweets and other social media activity will be displayed on conference big screens,
encouraging user interaction. Heartbeat powered by Sysomos will provide real-time
monitoring of delegate reaction and commentary to conference keynotes,
seminars and events. Follow us on Twitter: @CPRS2012 and use #CPRS2012
Sponsored by:
Tuesday June 12, 2012
Champagne Reception 6:00 - 6:30 pm
Victoria Conference Centre - Theatre Lobby
Join fellow delegates as we raise a toast to all the winners of the
National Awards of Excellence and Major Awards.
Sponsored by:
CPRS National Awards Gala6:30 - 8:00 pm
Victoria Conference Centre - Theatre
The CPRS Awards Program honours outstanding performance and
service by members of the Society. These awards are exclusive
to CPRS Members and are a source of both individual and group
prestige. The Awards Program showcases Canada’s best public
relations and communications management talent and offers a
special opportunity to be recognized by one’s peers for outstanding
work and contribution to the profession and CPRS.
Dinner & Dance 8:00 - 11:00 pm
The Fairmont Empress -–Crystal Ballroom
Sponsored by:
Sunday June 10, 2012
A Celebration of Indigenous Peoples’ Culture 6:00 - 6:30 pm
Opening ceremonies hosted by Phil Saunders
Assemble in the Victoria Conference Centre - Theatre
Evening at the Royal BC Museum 6:30 - 8:30 pm
Following the ceremony, delegates will proceed to a welcoming
reception at the beloved Royal BC Museum. Entering the First
Peoples Gallery to the rhythm of traditional drumming, you’ll gather
at the authentic Kwakwaka’wakw First Nations Longhouse and
enjoy the tastes of local food and drink. Delegate badge or evening
event ticket required for entry to the Royal BC Museum.
Monday June 11, 2012Butchart Gardens Excursion 5:00 - 6:45 pm
(Optional) Sign-up at registration desk required.
Buses leave from the Fairmont Empress Lobby at 5:00 pm
Delegates and guests who want to experience the natural beauty
of Victoria will be on board for an excursion to the world-renowned
Butchart Gardens. Buses will leave Butchart Gardens for Church &
State Wines Tour and Dinner at 6:45 pm.
Church & State Wines Tour and Dinner6:30 pm
Buses leave from the Fairmont Empress Lobby at 6:30 pm Taste
the vintages putting BC on the wine-lovers map at Church and State
Wines. There will be wine tasting and delegates will mingle among
various stations of award-winning wine and delectable dinner fare
spread throughout the vineyard.
Sponsored by:
06
ALL ABOARD...for this Year’s Best Social Events!
Of�cial Newswire of CPRS
08
Conference at a Glance
Sunday June 10, 2012
11:45 am - 12:30 pm
12:30 - 1:00 pm
1:00 - 2:00 pm
2:00 - 3:00 pm
3:00 - 5:00 pm
6:00 - 6:30 pm
6:30 - 8:30 pm
Lunch
Opening Ceremonies
Afternoon Keynote: College of Fellows
Transformation of the Media - Impacts on the PR Industry
Educators’ Roundtable
Workshop #1 Reach for Higher Ground!
Workshop #2 Grader Training: CPRS Needs You!
Workshop #3 Barcelona: Turning Principles into Results
Workshop #4 Marketing with Video
Workshop #5 Global trends in PR: Canada’s chance to lead?
CPRS National Annual General Meeting
A Celebration of Indigenous Peoples’ Culture
Evening at the Royal BC Museum
Vic Conference Centre - Courtyard
Vic Conference Centre - Theatre
Vic Conference Centre - Theatre
Fairmont Empress - Balmoral Room
Vic Conference Centre - Oak Bay 2
Vic Conference Centre - Saanich 2
Vic Conference Centre - Esquimalt
Vic Conference Centre - Saanich 1
Vic Conference Centre - Oak Bay 1
Vic Conference Centre - Theatre
Vic Conference Centre - Theatre
Royal BC Museum
9
Monday June 11, 2012
7:15 - 8:15 am
8:30 - 8:45 am
8:45 - 10:15 am
10:15 - 10:45 am
10:45 am - 12:15 pm
12:15 - 1:00 pm
1:15 - 2:15 pm
2:15 - 2:45pm
2:45 - 4:15pm
5:00 - 6:45 pm
6:30 pm
Breakfast
Opening Remarks
Morning Keynote:
Answer the Damn Question! ...the Tussle for Truth, Perspective and Credibility in Journalism
Exhibits / Health Break
Workshop #1 Crisis Communications: Then and Now
Workshop #2 Why We Have 2 Ears and 1 Mouth
Workshop #3 How Do You Rank Your Skills in Sustainable Development and CSR Communications?
Workshop #4 Stayin’ Alive: Engaging Employees
Lunch
Afternoon Keynote:
Doubt
Exhibits / Health Break
Workshop #1 From Crisis Communications to Deliberate Planning
Workshop #2 Say What? An Interactive Panel on Decoding Gen Y
Workshop #3 Activating Sponsorships - The Who & Why
Workshop #4 The Art of Media: Generating News Coverage
Butchart Gardens Excursion (Optional) –
Church & State Wines Tour and Dinner
Vic Conference Centre - Courtyard
Vic Conference Centre - Theatre
Vic Conference Centre - Theatre
Vic Conference Centre - Prefunction
Vic Conference Centre - Oak Bay 1
Vic Conference Centre - Saanich
Vic Conference Centre - Oak Bay 2
Vic Conference Centre - Esquimalt
Vic Conference Centre - Courtyard
Vic Conference Centre - Theatre
Vic Conference Centre - Prefunction
Vic Conference Centre - Oak Bay 1
Vic Conference Centre - Saanich
Vic Conference Centre - Oak Bay 2
Vic Conference Centre - Esquimalt
Sign-up at registration desk requiredBuses leave Fairmont Lobby 5:00 pm
Buses leave Fairmont Lobby 6:30 pm
10
Tuesday June 12, 2012
7:15 - 8:15 am
8:30 - 8:45 am
8:45 - 9:45 am
9:45 - 10:15 am
10:15 - 11:45 am
11:45 am - 12:30 pm
12:45 - 1:45 pm
1:45 - 2:45 pm
2:45 - 3:15 pm
3:15 - 4:45 pm
Breakfast
Opening Remarks
Morning Keynote:
The Power Within
Exhibits / Health Break
Workshop #1 How to Overcome the Disclosure Dilemma
Workshop #2 Stories from the Trenches
Workshop #3 Building Reputation Through Thought Leadership
Workshop #4 Marking a Milestone: Celebrating 75 Years of Great Canadian Books
Lunch
Afternoon Keynote: Diana & Charles Tisdall Lecture in Communications
Financial Sector Communications in an Uncertain Economic Environment
Plenary Session:
PR Expanded
Exhibits / Health Break
Workshop #1 MRP: Canada’s PR Measurement Standard
Workshop #2 Signs of Success: Charting the Course for A Better Tomorrow
Workshop #3 Communicating to a Brave, New, Fragmented World
Workshop #4 Managing Culture Shift - @HaltonParents
Vic Conference Centre - Courtyard
Vic Conference Centre - Theatre
Vic Conference Centre - Theatre
Vic Conference Centre - Prefunction
Vic Conference Centre - Saanich
Vic Conference Centre - Esquimalt
Vic Conference Centre - Oak Bay 2
Vic Conference Centre - Oak Bay 1
Vic Conference Centre - Courtyard
Vic Conference Centre - Theatre
Vic Conference Centre - Theatre
Vic Conference Centre - Prefunction
Vic Conference Centre - Esquimalt
Vic Conference Centre - Oak Bay 2
Vic Conference Centre - Saanich
Vic Conference Centre - Oak Bay 1
12
Tuesday June 12, 2012
6:00 - 6:30 pm
6:30 - 8:00 pm
8:00 - 11:00 pm
Champagne Reception
CPRS National Awards Gala
Dinner & Dance
Vic Conference Centre - Theatre Lobby
Vic Conference Centre - Theatre
Fairmont Empress - Crystal Ballroom
Sunday June 10, 2012 - Sessions
Sessions marked with the APR logo are recommended for current or future APR candidates.
Afternoon KeynoteCollege of Fellows
1:00 - 2:00 pm
Transformation of the Media - Impacts on the PR Industry
Wayne Parrish
Chief Operating Officer
Postmedia Network Inc.
As a former journalist himself, Wayne
Parrish has been on the receiving end
of some pretty interesting pitches and
will share his insights on the biggest
transformation the newspaper industry
has ever faced: moving from print only
to a digital and audience first model. The
growing need for news has instantly
changed the media landscape and the
way PR professionals interact with editors,
writers and bloggers to generate news
coverage. The challenges and opportunities
that exist in this new environment will be
explored as well as inside tips on how PR
pros can work with the media to get their
stories out.
Sponsored by:
Afternoon WorkshopsReach for Higher Ground!2:00 - 3:00 pm
Carleen Carroll, APR
CPRS Regional Examiner, Ontario
Marie Rochon, APR
Manager, Strategic Communications
and External Relations
Canadian Medical Protective Association
Take your career to the next level and
join the ranks of the APR professionals -
you owe it to yourself and to our shared
profession to be the best practitioner you
can be! Learn what it takes to succeed
in this rigorous but rewarding three-step
process. Having your APR tells others
that you’re serious about your chosen
profession and denotes a base of
knowledge, skill and competency that is
recognized by your professional society.
Attend this session to learn about the
process and the experience!
Who should attend: Senior level
Accreditation Grader Training CPRS Needs You! Pay it Forward by being part of the Accreditation Grading Process2:00 - 3:00 pm
Kathy Malley, APR
Chief Examiner, National Council
on Accreditation
Vice-President, Malley Industries Inc.
There are more than 45 candidates
pursuing accreditation in 2012. That’s
the largest number in recent years, and
it’s presenting both a challenge and an
opportunity. The process really needs more
graders! Becoming an Accreditation Grader
is a great way to advance your knowledge
while helping the public relations profession
maintain high standards of ethical and
competent practice through our APR
designation. Chief Examiner Kathy Malley,
APR will provide insights into each phase
of the APR grading process. Even if you’ve
graded in the past, you should take in this
session to ensure that your grading is in
sync with recent process changes and how
incoming graders are being advised.
This session is open to APRs accredited in
2008 or earlier, current graders, regional
examiners and accreditation chairs.
Who should attend: Senior level
13
14
Global Trends in PR: Canada’s Chance to Lead?
2:00 - 3:00 pm
Daniel Tisch, APR, FCPRS
CEO, Argyle Communications
Chair, Global Alliance for Public Relations
and Communication Management
What are the hottest global trends in
public relations and communication
management? What are the imperatives for
Canadians in a world of blurred boundaries?
Join us for an interactive workshop led
by Daniel Tisch, APR, FCPRS, Chair of
the Global Alliance for Public Relations
and Communication Management - the
confederation of the world’s major PR
industry associations. In addition to sharing
international survey research, Dan will
outline a new opportunity for Canadians to
get involved in a global dialogue about the
value of public relations to organizations –
and to society.
Who should attend: All
Barcelona: Turning Principles into Results2:00 - 3:00 pm
Pierre Gince, APR
Président, Direction Communications
Stratégiques
Established in 2009, the Barcelona
Principles are a declaration of standards
and practices to guide measurement and
evaluation of public relations. But should
the Barcelona Principles be considered
dogma, and an end unto themselves?
Or are they actually more of a vehicle
or framework designed to guide PR
professionals? In this workshop, the
Barcelona Principles and their role in
promoting greater recognition of the field
of public relations will be discussed. There
will be an emphasis on the importance of
evaluation in public relations, particularly
through press analysis.
Who should attend: All
Marketing with Video2:00 - 3:00 pm
Cody Graham
Director, Media One Multimedia Inc.
Diane Williams
Executive VP, Digital Sales & Media
Relations, News Canada
The use of video as a marketing tool is
expanding rapidly. Video has become an
effective means of communicating for
businesses, both to clients and employees.
This session will offer case studies of the
video production process, how video can
be a useful marketing strategy, publishing
methods (online & traditional), budget
expectations and general education on
making quality video decisions for clients.
After hearing “Tips for Better Video”,
participants will learn when and where
to publish videos, what makes viral video
campaigns successful and how to utilize
search engine optimization (SEO)
with video.
Who should attend: All
15
Morning Keynote8:45 - 10:15 am
Answer the Damn Question! ...the Tussle for Truth, Perspective and Credibility in Journalism
Anna Maria Tremonti
Host, CBC Radio’s The Current
In a world swirling with information from
official players, clever interlopers, social
media, accidental sources and those who
have nothing to say, Anna Maria Tremonti
offers a candid view of the state
of journalism today.
Sponsored by:
Morning WorkshopsCrisis Communication: Then & Now10:45 am - 12:15 pm
Linda Bilben
Partner & Creative Director, Reputations
Over the past five years, crisis
communications has evolved considerably.
Communicators are no longer able to
control the message and must be prepared
to deal with attacks and misinformation
on all fronts—including social media. From
British Petroleum to Domino’s, social
media has created a new challenge (and
opportunity) for communicators during a
crisis situation. Every crisis planner must
consider, understand, appreciate and be
ready to engage in social media during
troublesome times. Without the right tools
and processes in place, even a small crisis
can damage an organization’s reputation
and negatively affect its bottom line.
Who should attend: All
Monday June 11, 2012 - Sessions
Why We Have Two Ears and One Mouth: The Strategic Value of Listening in the Social Space10:45 am - 12:15 pm
Eli Singer
Founder and President, Entrinsic
Sheldon Levine
Community Manager, Sysomos
Effectively listening in the social space
allows one to quickly see what’s happening,
why it’s happening and who’s driving the
conversations online. Use the information
from this session throughout your strategic
communications process. Participants will
learn how to conduct in-depth research
and analysis of social conversations and
maximize the value of a social media
budget. Learn how to share this information
internally in a relevant and understandable
manner by communicating the importance
of social media to c-suite executives. The
presentation will help PR professionals
define their role in social media when
working in organizations and businesses
that have marketing, digital and/or
advertising departments.
Who should attend: Senior level
Afternoon Keynote1:15 - 2:15 pm
Doubt
Rob Guénette
CEO, TAXI
In this keynote session, Rob Guénette
will bring his passion for “blue collar”
management style and advertising, design
and culture to deliver his ideas on how
to foster unconventional thinking that
challenges people’s opinions, beliefs and
ideas in today’s communications field.
Sponsored by:
How Do You Rank Your Skills in Sustainable Development and CSR Communications?10:45 am - 12:15 pm
Solange Tremblay, APR
President, SUSTAINABILITY |
COMMUNICATION Group
The most recent studies show that
communications are still scarce in
terms of sustainable development and
social responsibility. Communication
professionals involved in issues
management, risk and crisis communi-
cations, social responsibility and
sustainable development will be interested
in this interactive presentation that will
explore the challenges and most promising
trends for communication on these
issues. Participants will learn how to better
define their accompaniment role within
organizations on sustainable development
and social responsibility issues in their
dealings with numerous social stakeholders
affected by their activities.
Who should attend: Mid to Senior level
Stayin’ Alive: Engaging Employees
10:45 am - 12:15 pm
Brenda Sweeney, APR
Partner, Kennedy Jones & Sweeney Inc.
Repetitive messaging year-after-year can
turn the most committed employee into a
cynical one. Stayin’ Alive, Kennedy Jones
and Sweeney’s campaign for Oakville
Hydro’s new Occupational Health & Safety
Management System overcame this apathy
by applying the best practices of internal
communications including research,
analysis, communications planning and
measurement. This disciplined approach
yielded compelling events, exciting
collateral and complete management buy-
in. Come and see what made employees,
managers, executives and even suppliers –
take notice and change how they looked at
workplace health and safety.
Get the most out of internal communi-
cations by learning industry best practices,
how to research and plan an effective
employee engagement campaign, and how
to turn your research into an idea generator
for branding and visual materials. Eliminate
the pre-conception about how “boring”
internal communications can be!
Who should attend: Mid to Senior level
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17
Monday June 11, 2012 - Sessions
Afternoon WorkshopsFrom Crisis Communications to Deliberate Planning2:45 - 4:15 pm
Major Brian Martin
Senior Public Affairs Officer, Canadian
Forces - National Defence Public Affairs
Office Pacific Region
This presentation will give insight as to how
the North American Aerospace Defence
Command and the United States Northern
Command are utilizing social media. From
the first hesitant steps into this new arena
in 2008 to a comprehensive social media
policy for the commands and its members,
this presentation will provide the audience
with a better understanding on how the
Canadian and U.S. militaries have evolved
in this area in order to better communicate
with its publics. Participants will gain some
insights, strategies and tips and will learn
how to avoid pitfalls in order to effectively
utilize social media.
Who should attend: Mid to Senior level
Say what? An Interactive Panel on Decoding GenY2:45 - 4:15 pm
Jeremy Berry, APR
Associate Professor, Faculty of
Communication Studies, Mount
Royal University
Julie Geller
Director, Social Media, Cision Canada
Derek Lothian
Manager, National Communications,
Canadian Manufacturers and Exporters
Last year, Canada’s oldest baby boomers
turned 65, marking the first time in our
nation’s history that more workers left
the labour force than entered it. For many
seasoned PR practitioners, it’s a milestone
approached with mixed trepidation and
excitement − one that signals an unofficial
changing of the guard and ushers in a new
era of GenY communicators. This interactive
panel discussion features three guests with
very unique perspectives − an educator,
a social media strategist and a recent
graduate. We’ll examine the challenges and
opportunities facing today’s organizations
and building GenY communities online.
Who should attend: All
Activating Sponsorships: The Who and Why2:45 - 4:15 pm
Brent Barootes
President, Partnership Group -
Sponsorship Specialists™
This session will focus on activation, what
it is and how it leverages and enhances the
sponsorship investment. The session will
review how both sponsors and properties
(those that buy and sell sponsorship) can
participate in this process, and its critical
role in delivering ROI using national and
regional examples of successful activation.
It is targeted to all delegates at the 2012
Canadian Public Relations Conference. It
will be critical for those communicators
assigned the task of delivering the
corporate brand and message through
the investment made by their SME or
corporation in sponsorship. It will be an
important session for communicators and
PR leaders from non-profits, charities and
member associations which are engaged
in supporting the sale 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.
Who should attend: All
The Art of Media: Generating News Coverage2:45 - 4:15 pm
William (Bill) Carney
Consultant and Author, In the News: The
Practice of Media Relations in Canada
Mark Hunter LaVigne, APR, FCPRS
President, Hunter LaVigne
Communications Inc.
Working with news media is the most
challenging form of PR since you do not
control the means of communications,
but rely on a third party intervener: news
media. In a constantly changing news
media environment, how do you reach
your audience using traditional and digital/
social media? Understand how media
work so you can work with them to achieve
your corporate goals. What is a strategic
approach in this news environment? What
are media looking for? How do you reach
them and how do you help them get their
messages out? How do you realistically
evaluate your media relations efforts? Is
it worth it all in the end, given the inherent
risk and the wide range of alternative
communications tools at your disposal?
After attending this session, practitioners
will be able to bring a more strategic sense
of media relations to their organization, one
that will help it achieve its strategic goals.
Who should attend: Mid to Senior level
The Fairmont Empress
Victoria, BC
18
Morning WorkshopsHow to Overcome the Disclosure Dilemma - a Framework for Building Trust and Managing Expectations in Times of Uncertainty10:15 - 11:45 am
Panel Moderator: Heather Pullen, APR
Manager, Public Relations and Communications, Hamilton Health Sciences
Panel Members:
Josh Greenberg, Associate Professor & Undergraduate Supervisor, School of
Journalism and Communication, Carleton University
Jeff Vallentin, APR, MBA, Vice-President, Communications, Stakeholder Relations
and Corporate Services, Hamilton Health Sciences
Terence (Terry) Flynn, PhD, APR, FCPRS, Assistant Professor, Communications
Management, McMaster University
In the fall of 2011, an investigation revealed that thousands of patients were exposed to
hepatitis and HIV at a private Ottawa clinic. Ottawa Public Health went public, but in the first
few days would not say what clinic, what procedure or what doctor(s) were involved. Using
this case study as the starting point, this session will discuss the principles of disclosure
and how to maintain strong relationships with stakeholders while recognizing the media’s
and public’s right to know. Social media and the 24-hour news cycle have changed the
considerations that must be made in situations like this. More than ever, trust, transparency
and providing timely information are vital. Participants will hear from four experts and will
leave the session equipped with new knowledge of managing disclosures and will be
inspired to make preparations for this type of situation in their organization.
Who should attend: Senior level
Tuesday June 12, 2012 - Sessions
Morning Keynote8:45 - 9:45 am
Limitless Potential
Silken Laumann
Olympian, Inspirational Speaker
and Author
Silken Laumann continues to inspire and
engage audiences with her own brand
of realistic optimism. She believes in the
power of our dreams but also the power
of our minds to release or inhibit that
potential. Silken understands many of the
challenges in the world of public relations
as she has experienced both the up side
and the down side of tremendous media
attention. Listening to Silken, you will
be challenged to be aspirational in your
thinking, understand how to connect to
your dreams and build awareness of your
limitless potential.
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Stories from the Trenches: How we Integrated Social Media, Digital Services and “Traditional” PR and Lived to Tell the Tale10:15 - 11:45 am
Terry Rachwalski
President, Amplified Services,
Tartan Group
The Tartan Group made a strategic decision
to include social media implementation and
products in its suite of communications
services. This workshop will walk through
why and what the company did, what
worked and what didn’t. The presentation
will conclude with an interactive session
to help other firms and PR professionals
assess whether “going digital” is right
for them.
After being presented with client examples,
case studies and hearing general digital
insights, PR professionals will be able to
more effectively create and implement an
integrated communications and marketing
plan. Attendees will also learn to develop
ROI measures specific to digital campaigns.
Participants can expand their knowledge
in this area of communications and learn
what questions to ask and what needs to be
done to step up digital activities.
Who should attend: All
Building Reputation Through Thought Leadership10:15 - 11:45 am
Michael Davis
Partner and Managing Director,
Reputations
This session explores how an organization
can build its reputation and identity by
developing an engaging thought leadership
position on a particular issue or cause.
Learn expert and creative approaches to
communication issues by discussing real-
world case studies relevant to organizations
of all sizes and in various industry sectors,
such as consulting, public, private (B2B
and B2C) and not-for-profit. Participants
will be able to position their organization as
experts for certain issues or causes after
learning the best methods of engaging the
public and how traditional media, social
media and advocacy can be used to build
thought leadership.
Who should attend: Mid to Senior level
Marking a Milestone: Celebrating 75 Years of Great Canadian Books10:15 - 11:45 am
Joanne Larocque-Poirier
Head, Endowments and Prizes, Canada
Council for the Arts
How do you leverage a major anniversary
milestone to intensify engagement, raise
awareness and instill pride in Canadians?
How do you differentiate your award
from other high-profile awards? This
session will walk you through a successful
integrated communications campaign
for the 75th anniversary of the Governor
General’s Literary Awards, a campaign
that includes wide-ranging strategic
partnerships, web and social media tools,
public engagement and media relations
activities. This workshop will demonstrate
how wide-ranging strategic partnerships
and successful cross-divisional projects
can enhance an organization’s reach and
capacity. Participants will have a better
understanding of audience-driven,
goal-oriented processes, as well as
planning models.
Who should attend: Mid to Senior level
Tuesday June 12, 2012 - Sessions
Afternoon Workshops
MRP: Canada’s PR Measurement Standard3:15 - 4:45 pm
Rachel Douglas
Manager, Brand PR, Kellogg Canada Inc.
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 Douglas 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.
Who should attend: All
Signs of Success: Charting the Course for a Better Tomorrow3:15 - 4:45 pm
Ginny Jones, APR
President, Acuity Options
This session will focus on “Signs of
Success,” a powerful focusing exercise that
allows communicators to motivate, engage
and energize their team and stakeholders.
Throughout this session, participants will be
encouraged to think of a larger and more
strategic definition of communications
management and will return to work with
this new philosophy. Participants will be
inspired to consider the next evolution
of communications management -
relationship management - for their
organizations. The presentation will also
touch on a groundbreaking measurement
tool that is used by the City of Guelph to
improve the quality of key stakeholder
relationships.
Who should attend: Mid to Senior level
Afternoon Keynote12:45 - 1:45 pm
Diana and Charles Tisdall Lecture in Communications
Financial Sector Communications in an Uncertain Economic Environment
Lindsay Gordon
President and CEO, HSBC Bank Canada
In this keynote lecture, Lindsay Gordon
will explore the challenges of operating
the largest international bank in Canada in
an uncertain economy. The presentation
will focus on the HSBC brand, community
investment, confidence and growth in the
financial sector.
Sponsored by:
Education Grant provided by:
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Managing Culture Shift — @HaltonParents: Implementing a Social Media Strategy in a Culture of Caution3:15 - 4:45 pm
Andrea Montgomery
Communications Specialist, Halton Region
@HaltonParents is a multiple award-
winning social media initiative. Entering
the fluid environment of social media
was a significant culture shift for the
HaltonParents’ nurses bound by strict
standards, stringent documentation and
report writing. Social media has changed
how audiences/consumers interact with
organizations - whether they are for-
profit businesses, not-for-profit agencies
or government organizations. The
@HaltonParents social media initiative
will better equip PR professionals to help
lead organizations through the changing
landscape. This dynamic presentation will
provide tools to better engage all staff
in embracing change and implementing
strategies that will make a positive impact in
the long run.
Who should attend: All
Communicating to a Brave, New, Fragmented World3.15 - 4:45 pm
Panel Moderator:Joshua Guilar
Professor, Royal Roads University
Panel Members:
Lisa Read, IT Instructor
Robyn Quinn, APR
Communications Manager
Phil Saunders, Principal, Narrative
Devices Communications
Jennifer Walinga
Performance Consultant, Integrated Focus Consulting
In this panel presentation, faculty from
Royal Roads University will discuss what
makes for successful public relations
in a world that is full of information;
why stakeholders such as employees
or investors have difficulty buying in
to messages and how to distinguish a
particular message so it gets through to
the intended audience. PR professionals
work in an environment that often is
fragmented; discovering the reasons
for this fragmentation and the way to
successfully navigate and provide value is
crucial to professionals. This presentation
will be followed by a question and answer
period with the audience.
Who should attend: Mid to Senior level
Plenary Session1:45 - 2:45 pm
PR Expanded: Eight New Strategic Practices for the PR Champion
Deirdre Breakenridge
CEO, Pure Performance Communications
Social media has re-ignited the PR
profession, and professionals are
expanding their roles as they shift from
communication facilitators and handlers
to strategic PR champions and influencers.
They are taking on new responsibilities
in their organizations, which are not
only exciting but also challenging at
the same time. When PR meets social
media, PR professionals have the
opportunity to expand their practices.
Deirdre Breakenridge will discuss how
PR must move from tactics to strategy by
creating efficient processes and internal
collaboration, increasing the guidance over
social media communications, analyzing
relationships to build stronger connections,
averting crisis with proactive measures, and
creating measurement programs to reveal
valuable outcomes for business executives.
Sponsors
Exhibitors
Business WireCamosun CollegeCisionCNW GroupEureka.caInfomartMarketwireMcMaster UniversityMediaMiserMedia Relations Ratings PointsNews CanadaRoyal Roads UniversitySimon Frasier UniversityThe Canadian PressUniversity of Victoria
Bronze Sponsor
Sunday Afternoon Keynote: College of Fellows Sponsor
Monday Morning Keynote Sponsor
Monday Afternoon Keynote and Transportation Sponsor
Advertising and Promotions Sponsor
Video Sponsor
Silver Sponsor and Monday Evening Event Sponsor
Official Conference Photographer
Title Sponsor of Currents 2012 and the National Awards of Excellence Gala
Of�cial Newswire of CPRS
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Bronze Sponsor
Awards Champagne Reception Sponsor
Tuesday Afternoon Keynote: Diana and Charles Tisdall Lecture in Communications Sponsor
Education Grant provided by
Educate. Inform. Entice. Inspire.
Print Sponsor
Morning Runs Sponsor