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  • 1. CANADIAN PUBLIC RELATIONS CONFERENCE | JUNE 10-12 | VICTORIA, BC
  • 2. About CPRSFounded in 1948, the Canadian Public Relations Society, Inc.(CPRS) is a not-for-profit organization whose members areengaged in the practice, management or teaching of publicrelations and abide by a Code of Professional Standards. CPRSrepresents over 1,800 members through 14 Member Societiesacross Canada.The Society offers a designation for professional accreditationin public relations (APR). Accredited members are encouragedto participate in the CPRS Accreditation Maintenance program.In 2011, CPRS launched the Pathways to the Profession™ whichprovides Canadian post-secondary institutions a frameworkfor recognition of their public relations and communicationsmanagement programs as well as a Public Relations Knowledge(PRK)™ examination for recent graduates to demonstrate theirability to practice.In addition, the National and Local Societies offer an array ofservices such as: professional development, awards programs,networking opportunities, a National conference, webinars,job boards, a College of Fellows program and members-onlyinformation sharing.Visit cprs.ca for more information.
  • 3. Table of ContentsWest Coast Welcome . . . . . 01Thank you, Volunteers! . . . . . 02Society Meetings at a Glance . . . . . 02General Information . . . . . 04All Aboard! - Social Events . . . . . 06Conference at a Glance . . . . . 08Sunday June 10, 2012 - Sessions . . . . . 13Monday June 11, 2012 - Sessions . . . . . 15Tuesday June 12, 2012 - Sessions . . . . . 19Sponsors / Exhibitors . . . . . 24
  • 4. West Coast Welcome 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 The marketplace is 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. changing as surely 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 as the tides. 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. Are your communication We have worked for nearly two years to put together an exciting and focused program strategies ship-shape? 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, APRKim Van Bruggen Lisa Baergen 01APR APR
  • 5. Thank You, Volunteers! Society Meetings at a GlanceThank you to our dedicated VictoriaConference Committee responsible forthe program, planning, marketing andcommunications of this year’s conference. Friday June 8, 2012 CPRS National Board Meeting 9:00 am -–4:00 pmConference Co-Chairs: Victoria Conference Centre -–Oak Bay 1 RoomLisa Baergen, APR Kim Van Bruggen, APRVolunteers: Saturday June 9, 2012Deirdre Campbell, APR Sheridan McVean, APR Presidents’ Council DayBarbara Carver Michelle May 8:00 am -–4:00 pmTerra Casey Andrea Moir The Fairmont Empress -–Buckingham RoomLesley Chang Jovita Nathania Margaret Doyle Ron Proskow Sunday June 10, 2012Susan Evans Robyn Quinn, APR National Council on Education MeetingElle Fairley Jennifer Ricketts-Glassel 8:00 -–10:00 amMonica Gervais Caitlyn Sassaman Delegates welcomeMarion Grau, APR Laurie Sthamann The Fairmont Empress - Buckingham RoomColleen Hildebrandt Lilian Sue Robin Hutchinson Heather Watters Marina Jaffey Sue Wheatley CPRS Education Council Poster Session* 10:15 -–11:30 amRebecca Kerswell Cynthia Wrate Delegates welcome Victoria Conference Centre - Saanich 2CPRS National Office Staff: *CISION is the exclusive sponsor of the Pathways to the Profession™ program.Tracey Baker Bryan SparksKiki Danielle Cloutier Elizabeth TangKaren Dalton, APR Lorianne Weston –Monica Simmie CPRS National Annual General Meeting 3:00 - 5:00 pm Victoria Conference Centre - Theatre 02
  • 6. General Information Host Hotel The Fairmont EmpressVictoria Weather 721 Government StreetVictoria is located in a sub-Mediterranean zone and experiences some of the most Victoria, BC V8W 1W5moderate weather in Canada. The average monthly temperatures for May and June are 16 Telephone: 250-384-8111and 20 degrees Celsius, respectively. Being located on the coast, expect offshore breezes Check-in: 4:00 pmto keep the climate comfortable during the day but potentially cool in the evenings. Check-out: 11:00 amAirportThe closest airport to The Fairmont Empress is Victoria International Airport, airport code Registration andYYJ. Transportation between the airport and The Fairmont Empress is available by taxi, Akal Trade Show InformationAirport shuttle and L.A. Limousine and Transportation Services which offers special rates forguests of The Fairmont Empress. For reservations and information, visit www.lalimo.ca. Registration Hours Sunday: 8:00 am - 5:00 pmRecommended Dress Monday: 7:00 am - 5:00 pmFor most of the Conference, the dress will be “business casual”. For Sunday and Monday’s Tuesday: 7:00 am - 6:00 pmevening events, the dress will be casual but be sure to bring comfortable walking shoes foryour stroll through Butchart Gardens. Please keep in mind that evenings in Victoria can cool Tradeshow Hoursoff, even in June. A sweater or light jacket is recommended for outdoor evening activities. Sunday: 11:00 am - 5:00 pmMost people will dress up for the Tuesday night CPRS Awards Gala, either business attire or Monday: 8:00 am - 5:00 pmeven black tie. Tuesday: 8:00 am - 3:15 pmMobile Application NEW THIS YEAR! APR MaintenanceWe are excited to announce CPRS’ first mobile conference event application that willallow instant access to the conference schedule, session details, speaker bios, sponsors,exhibitors and evening events etc. all from your mobile devices. Attending Currents 2012 demonstratesLearn more about the Conference Event Application at: victoria2012.cprs.ca our members’ resolve to keep abreast of the rapidly changing public relations and communications managementDashboard and Twitter Wall NEW THIS YEAR! landscape. In recognition of thatCurrents 2012 lets delegates interface during the conference via social media. Conference commitment, members who havetweets and other social media activity will be displayed on conference big screens, attained their Accredited in Publicencouraging user interaction. Heartbeat powered by Sysomos will provide real-timemonitoring of delegate reaction and commentary to conference keynotes, Relations (APR) designation and whoseminars and events. Follow us on Twitter: @CPRS2012 and use #CPRS2012 participated in this conference can earn 2.5 maintenance units for attending theSponsored by: full conference. 04
  • 7. ALL ABOARD...for this Year’s Best Social Events!Sunday June 10, 2012 Tuesday June 12, 2012A Celebration of Indigenous Peoples’ Culture Champagne Reception6:00 - 6:30 pm 6:00 - 6:30 pmOpening ceremonies hosted by Phil Saunders Victoria Conference Centre - Theatre LobbyAssemble in the Victoria Conference Centre - Theatre Join fellow delegates as we raise a toast to all the winners of the National Awards of Excellence and Major Awards.Evening at the Royal BC Museum6:30 - 8:30 pm Sponsored by:Following the ceremony, delegates will proceed to a welcomingreception at the beloved Royal BC Museum. Entering the FirstPeoples Gallery to the rhythm of traditional drumming, you’ll gatherat the authentic Kwakwaka’wakw First Nations Longhouse andenjoy the tastes of local food and drink. Delegate badge or evening CPRS National Awards Galaevent ticket required for entry to the Royal BC Museum. 6:30 - 8:00 pm Victoria Conference Centre - TheatreMonday June 11, 2012 The CPRS Awards Program honours outstanding performance and service by members of the Society. These awards are exclusiveButchart Gardens Excursion to CPRS Members and are a source of both individual and group5:00 - 6:45 pm prestige. The Awards Program showcases Canada’s best public(Optional) Sign-up at registration desk required. relations and communications management talent and offers aBuses leave from the Fairmont Empress Lobby at 5:00 pm special opportunity to be recognized by one’s peers for outstandingDelegates and guests who want to experience the natural beauty work and contribution to the profession and CPRS.of Victoria will be on board for an excursion to the world-renownedButchart Gardens. Buses will leave Butchart Gardens for Church &State Wines Tour and Dinner at 6:45 pm. Dinner & Dance 8:00 - 11:00 pmChurch & State Wines Tour and Dinner The Fairmont Empress -–Crystal Ballroom6:30 pmBuses leave from the Fairmont Empress Lobby at 6:30 pm Taste Sponsored by:the vintages putting BC on the wine-lovers map at Church and StateWines. There will be wine tasting and delegates will mingle amongvarious stations of award-winning wine and delectable dinner fare Official Newswire of CPRSspread throughout the vineyard.Sponsored by: 06
  • 8. Conference at a GlanceSunday June 10, 201211:45 am - 12:30 pm Lunch Vic Conference Centre - Courtyard12:30 - 1:00 pm Opening Ceremonies Vic Conference Centre - Theatre1:00 - 2:00 pm Afternoon Keynote: College of Fellows Vic Conference Centre - Theatre Transformation of the Media - Impacts on the PR Industry2:00 - 3:00 pm Educators’ Roundtable Fairmont Empress - Balmoral Room Workshop #1 Reach for Higher Ground! Vic Conference Centre - Oak Bay 2 Workshop #2 Grader Training: CPRS Needs You! Vic Conference Centre - Saanich 2 Workshop #3 Barcelona: Turning Principles into Results Vic Conference Centre - Esquimalt Workshop #4 Marketing with Video Vic Conference Centre - Saanich 1 Workshop #5 Global trends in PR: Canada’s chance to lead? Vic Conference Centre - Oak Bay 13:00 - 5:00 pm CPRS National Annual General Meeting Vic Conference Centre - Theatre6:00 - 6:30 pm A Celebration of Indigenous Peoples’ Culture Vic Conference Centre - Theatre6:30 - 8:30 pm Evening at the Royal BC Museum Royal BC Museum 08
  • 9. Monday June 11, 2012 7:15 - 8:15 am Breakfast Vic Conference Centre - Courtyard 8:30 - 8:45 am Opening Remarks Vic Conference Centre - Theatre 8:45 - 10:15 am Morning Keynote: Vic Conference Centre - Theatre Answer the Damn Question! ...the Tussle for Truth, Perspective and Credibility in Journalism 10:15 - 10:45 am Exhibits / Health Break Vic Conference Centre - Prefunction 10:45 am - 12:15 pm Workshop #1 Crisis Communications:  Then and Now Vic Conference Centre - Oak Bay 1 Workshop #2 Why We Have 2 Ears and 1 Mouth Vic Conference Centre - Saanich Workshop #3 How Do You Rank Your Skills in Sustainable Vic Conference Centre - Oak Bay 2 Development and CSR Communications? Workshop #4 Stayin’ Alive:  Engaging Employees Vic Conference Centre - Esquimalt 12:15 - 1:00 pm Lunch Vic Conference Centre - Courtyard 1:15 - 2:15 pm Afternoon Keynote: Vic Conference Centre - Theatre Doubt 2:15 - 2:45pm Exhibits / Health Break Vic Conference Centre - Prefunction 2:45 - 4:15pm Workshop #1 From Crisis Communications to Vic Conference Centre - Oak Bay 1 Deliberate Planning Workshop #2 Say What? An Interactive Panel on Vic Conference Centre - Saanich Decoding Gen Y Workshop #3 Activating Sponsorships - The Who & Why Vic Conference Centre - Oak Bay 2 Workshop #4 The Art of Media:  Generating News Coverage Vic Conference Centre - Esquimalt 5:00 - 6:45 pm Butchart Gardens Excursion (Optional) – Sign-up at registration desk required Buses leave Fairmont Lobby 5:00 pm 6:30 pm Church & State Wines Tour and Dinner Buses leave Fairmont Lobby 6:30 pm 9
  • 10. Tuesday June 12, 2012 7:15 - 8:15 am Breakfast Vic Conference Centre - Courtyard 8:30 - 8:45 am Opening Remarks Vic Conference Centre - Theatre 8:45 - 9:45 am Morning Keynote: Vic Conference Centre - Theatre The Power Within 9:45 - 10:15 am Exhibits / Health Break Vic Conference Centre - Prefunction 10:15 - 11:45 am Workshop #1 How to Overcome the Disclosure Dilemma Vic Conference Centre - Saanich Workshop #2 Stories from the Trenches Vic Conference Centre - Esquimalt Workshop #3 Building Reputation Through Vic Conference Centre - Oak Bay 2 Thought Leadership Workshop #4 Marking a Milestone:  Celebrating 75 Years Vic Conference Centre - Oak Bay 1 of Great Canadian Books 11:45 am - 12:30 pm Lunch Vic Conference Centre - Courtyard 12:45 - 1:45 pm Afternoon Keynote: Diana & Charles Tisdall Lecture Vic Conference Centre - Theatre in Communications Financial Sector Communications in an Uncertain Economic Environment 1:45 - 2:45 pm Plenary Session: Vic Conference Centre - Theatre PR Expanded 2:45 - 3:15 pm Exhibits / Health Break Vic Conference Centre - Prefunction 3:15 - 4:45 pm Workshop #1 MRP: Canada’s PR Measurement Standard Vic Conference Centre - Esquimalt Workshop #2 Signs of Success: Charting the Course for Vic Conference Centre - Oak Bay 2 A Better Tomorrow Workshop #3 Communicating to a Brave, New, Vic Conference Centre - Saanich Fragmented World Workshop #4 Managing Culture Shift - @HaltonParents Vic Conference Centre - Oak Bay 1 10
  • 11. Tuesday June 12, 2012 6:00 - 6:30 pm Champagne Reception Vic Conference Centre - Theatre Lobby 6:30 - 8:00 pm CPRS National Awards Gala Vic Conference Centre - Theatre 8:00 - 11:00 pm Dinner & Dance  Fairmont Empress - Crystal Ballroom 12
  • 12. Sunday June 10, 2012 - SessionsAfternoon Keynote Afternoon WorkshopsCollege of Fellows Reach for Higher Ground! Accreditation Grader Training1:00 - 2:00 pm 2:00 - 3:00 pm CPRS Needs You! Pay it Forward by being part of the Accreditation Carleen Carroll, APR Grading Process CPRS Regional Examiner, Ontario 2:00 - 3:00 pm Marie Rochon, APR Kathy Malley, APR Manager, Strategic Communications Chief Examiner, National Council and External Relations on Accreditation Canadian Medical Protective Association Vice-President, Malley Industries Inc.Transformation of the Media - Take your career to the next level and There are more than 45 candidatesImpacts on the PR Industry join the ranks of the APR professionals - pursuing accreditation in 2012. That’s you owe it to yourself and to our shared the largest number in recent years, andWayne Parrish profession to be the best practitioner you it’s presenting both a challenge and anChief Operating Officer can be! Learn what it takes to succeed opportunity. The process really needs morePostmedia Network Inc. in this rigorous but rewarding three-step graders! Becoming an Accreditation Grader process. Having your APR tells others is a great way to advance your knowledgeAs a former journalist himself, Wayne that you’re serious about your chosen while helping the public relations professionParrish has been on the receiving end profession and denotes a base of maintain high standards of ethical andof some pretty interesting pitches and knowledge, skill and competency that is competent practice through our APRwill share his insights on the biggest recognized by your professional society. designation. Chief Examiner Kathy Malley,transformation the newspaper industry Attend this session to learn about the APR will provide insights into each phasehas ever faced: moving from print only process and the experience! of the APR grading process. Even if you’veto a digital and audience first model. The graded in the past, you should take in thisgrowing need for news has instantly Who should attend: Senior level session to ensure that your grading is inchanged the media landscape and the sync with recent process changes and how incoming graders are being advised.way PR professionals interact with editors, This session is open to APRs accredited inwriters and bloggers to generate news 2008 or earlier, current graders, regionalcoverage. The challenges and opportunities examiners and accreditation chairs.that exist in this new environment will beexplored as well as inside tips on how PR Who should attend: Senior levelpros can work with the media to get theirstories out. Sessions marked with the APR logo are recommended for current or future APR candidates.Sponsored by: 13
  • 13. Barcelona: Marketing with Video Global Trends in PR:Turning Principles into Results 2:00 - 3:00 pm Canada’s Chance to Lead?2:00 - 3:00 pm 2:00 - 3:00 pm Cody GrahamPierre Gince, APR Director, Media One Multimedia Inc. Daniel Tisch, APR, FCPRSPrésident, Direction Communications CEO, Argyle CommunicationsStratégiques Diane Williams Chair, Global Alliance for Public Relations Executive VP, Digital Sales & Media and Communication ManagementEstablished in 2009, the Barcelona Relations, News CanadaPrinciples are a declaration of standards What are the hottest global trends inand practices to guide measurement and The use of video as a marketing tool is public relations and communicationevaluation of public relations. But should expanding rapidly. Video has become an management? What are the imperatives forthe Barcelona Principles be considered effective means of communicating for Canadians in a world of blurred boundaries?dogma, and an end unto themselves? businesses, both to clients and employees. Join us for an interactive workshop ledOr are they actually more of a vehicle This session will offer case studies of the by Daniel Tisch, APR, FCPRS, Chair ofor framework designed to guide PR video production process, how video can the Global Alliance for Public Relationsprofessionals? In this workshop, the be a useful marketing strategy, publishing and Communication Management - theBarcelona Principles and their role in methods (online & traditional), budget confederation of the world’s major PRpromoting greater recognition of the field expectations and general education on industry associations. In addition to sharingof public relations will be discussed. There making quality video decisions for clients. international survey research, Dan willwill be an emphasis on the importance of After hearing “Tips for Better Video”, outline a new opportunity for Canadians toevaluation in public relations, particularly participants will learn when and where get involved in a global dialogue about thethrough press analysis. to publish videos, what makes viral video value of public relations to organizations – campaigns successful and how to utilize and to society.Who should attend: All search engine optimization (SEO) with video. Who should attend: All Who should attend: All 14
  • 14. Monday June 11, 2012 - SessionsMorning Keynote Morning Workshops8:45 - 10:15 am Crisis Communication: Why We Have Two Ears and One Then & Now Mouth: The Strategic Value of 10:45 am - 12:15 pm Listening in the Social Space 10:45 am - 12:15 pm Linda Bilben Partner & Creative Director, Reputations Eli Singer Founder and President, Entrinsic Over the past five years, crisis communications has evolved considerably. Sheldon Levine Communicators are no longer able to Community Manager, Sysomos control the message and must be prepared to deal with attacks and misinformation Effectively listening in the social spaceAnswer the Damn Question! on all fronts—including social media. From allows one to quickly see what’s happening,...the Tussle for Truth, British Petroleum to Domino’s, social why it’s happening and who’s driving thePerspective and Credibility media has created a new challenge (and conversations online. Use the informationin Journalism opportunity) for communicators during a from this session throughout your strategic crisis situation. Every crisis planner must communications process. Participants willAnna Maria Tremonti consider, understand, appreciate and be learn how to conduct in-depth researchHost, CBC Radio’s The Current ready to engage in social media during and analysis of social conversations and troublesome times. Without the right tools maximize the value of a social mediaIn a world swirling with information from and processes in place, even a small crisis budget. Learn how to share this informationofficial players, clever interlopers, social can damage an organization’s reputation internally in a relevant and understandablemedia, accidental sources and those who and negatively affect its bottom line. manner by communicating the importancehave nothing to say, Anna Maria Tremonti of social media to c-suite executives. Theoffers a candid view of the state Who should attend: All presentation will help PR professionalsof journalism today. define their role in social media when working in organizations and businessesSponsored by: that have marketing, digital and/or advertising departments. Who should attend: Senior level 15
  • 15. Afternoon KeynoteHow Do You Rank Your Skills in Stayin’ Alive: 1:15 - 2:15 pmSustainable Development and Engaging EmployeesCSR Communications? 10:45 am - 12:15 pm10:45 am - 12:15 pm Brenda Sweeney, APRSolange Tremblay, APR Partner, Kennedy Jones & Sweeney Inc.President, SUSTAINABILITY |COMMUNICATION Group Repetitive messaging year-after-year can turn the most committed employee into aThe most recent studies show that cynical one. Stayin’ Alive, Kennedy Jonescommunications are still scarce in and Sweeney’s campaign for Oakvilleterms of sustainable development and Hydro’s new Occupational Health & Safety Doubtsocial responsibility. Communication Management System overcame this apathyprofessionals involved in issues by applying the best practices of internal Rob Guénettemanagement, risk and crisis communi- communications including research, CEO, TAXIcations, social responsibility and analysis, communications planning andsustainable development will be interested measurement. This disciplined approach In this keynote session, Rob Guénettein this interactive presentation that will yielded compelling events, exciting will bring his passion for “blue collar”explore the challenges and most promising collateral and complete management buy- management style and advertising, designtrends for communication on these in. Come and see what made employees, and culture to deliver his ideas on howissues. Participants will learn how to better managers, executives and even suppliers – to foster unconventional thinking thatdefine their accompaniment role within take notice and change how they looked at challenges people’s opinions, beliefs andorganizations on sustainable development workplace health and safety. ideas in today’s communications field.and social responsibility issues in theirdealings with numerous social stakeholders Get the most out of internal communi- Sponsored by:affected by their activities. cations by learning industry best practices, how to research and plan an effectiveWho should attend: Mid to Senior level 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 16
  • 16. Monday June 11, 2012 - SessionsAfternoon WorkshopsFrom Crisis Communications to Say what? An Interactive Panel on Activating Sponsorships:Deliberate Planning Decoding GenY The Who and Why2:45 - 4:15 pm 2:45 - 4:15 pm 2:45 - 4:15 pmMajor Brian Martin Jeremy Berry, APR Brent BarootesSenior Public Affairs Officer, Canadian Associate Professor, Faculty of President, Partnership Group -Forces - National Defence Public Affairs Communication Studies, Mount Sponsorship Specialists™Office Pacific Region Royal University This session will focus on activation, whatThis presentation will give insight as to how Julie Geller it is and how it leverages and enhances thethe North American Aerospace Defence Director, Social Media, Cision Canada sponsorship investment. The session willCommand and the United States Northern review how both sponsors and propertiesCommand are utilizing social media. From Derek Lothian (those that buy and sell sponsorship) canthe first hesitant steps into this new arena Manager, National Communications, participate in this process, and its criticalin 2008 to a comprehensive social media Canadian Manufacturers and Exporters role in delivering ROI using national andpolicy for the commands and its members, regional examples of successful activation.this presentation will provide the audience Last year, Canada’s oldest baby boomers It is targeted to all delegates at the 2012with a better understanding on how the turned 65, marking the first time in our Canadian Public Relations Conference. ItCanadian and U.S. militaries have evolved nation’s history that more workers left will be critical for those communicatorsin this area in order to better communicate the labour force than entered it. For many assigned the task of delivering thewith its publics. Participants will gain some seasoned PR practitioners, it’s a milestone corporate brand and message throughinsights, strategies and tips and will learn approached with mixed trepidation and the investment made by their SME orhow to avoid pitfalls in order to effectively excitement − one that signals an unofficial corporation in sponsorship. It will be anutilize social media. changing of the guard and ushers in a new important session for communicators and era of GenY communicators. This interactive PR leaders from non-profits, charities andWho should attend: Mid to Senior level panel discussion features three guests with member associations which are engaged very unique perspectives − an educator, in supporting the sale of sponsorships. It a social media strategist and a recent will also be vital for agency and PR firm graduate. We’ll examine the challenges and delegates to further understand their role in opportunities facing today’s organizations their clients’ partnerships in the new world. and building GenY communities online. Who should attend: All Who should attend: All 17
  • 17. The Art of Media: GeneratingNews Coverage2:45 - 4:15 pmWilliam (Bill) CarneyConsultant and Author, In the News: The The Fairmont EmpressPractice of Media Relations in Canada Victoria, BCMark Hunter LaVigne, APR, FCPRSPresident, Hunter LaVigneCommunications Inc.Working with news media is the mostchallenging form of PR since you do notcontrol the means of communications,but rely on a third party intervener: newsmedia. In a constantly changing newsmedia environment, how do you reachyour audience using traditional and digital/social media? Understand how mediawork so you can work with them to achieveyour corporate goals. What is a strategicapproach in this news environment? Whatare media looking for? How do you reachthem and how do you help them get theirmessages out? How do you realisticallyevaluate your media relations efforts? Isit worth it all in the end, given the inherentrisk and the wide range of alternativecommunications tools at your disposal?After attending this session, practitionerswill be able to bring a more strategic senseof media relations to their organization, onethat will help it achieve its strategic goals.Who should attend: Mid to Senior level 18
  • 18. Tuesday June 12, 2012 - SessionsMorning Keynote Morning Workshops8:45 - 9:45 am How to Overcome the Disclosure Dilemma - a Framework for Building Trust and Managing Expectations in Times of Uncertainty 10:15 - 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 UniversityLimitless Potential Jeff Vallentin, APR, MBA, Vice-President, Communications, Stakeholder Relations and Corporate Services, Hamilton Health SciencesSilken Laumann Terence (Terry) Flynn, PhD, APR, FCPRS, Assistant Professor, CommunicationsOlympian, Inspirational Speaker Management, McMaster Universityand Author In the fall of 2011, an investigation revealed that thousands of patients were exposed toSilken Laumann continues to inspire and hepatitis and HIV at a private Ottawa clinic. Ottawa Public Health went public, but in the firstengage audiences with her own brand few days would not say what clinic, what procedure or what doctor(s) were involved. Usingof realistic optimism.  She believes in the this case study as the starting point, this session will discuss the principles of disclosurepower of our dreams but also the power and how to maintain strong relationships with stakeholders while recognizing the media’sof our minds to release or inhibit that and public’s right to know. Social media and the 24-hour news cycle have changed thepotential. Silken understands many of the considerations that must be made in situations like this. More than ever, trust, transparencychallenges in the world of public relations and providing timely information are vital. Participants will hear from four experts and willas she has experienced both the up side leave the session equipped with new knowledge of managing disclosures and will beand the down side of tremendous media inspired to make preparations for this type of situation in their organization.attention. Listening to Silken, you willbe challenged to be aspirational in your Who should attend: Senior levelthinking, understand how to connect toyour dreams and build awareness of yourlimitless potential. 19
  • 19. Stories from the Trenches: How we Building Reputation Through Marking a Milestone: CelebratingIntegrated Social Media, Digital Thought Leadership 75 Years of Great Canadian BooksServices and “Traditional” PR and 10:15 - 11:45 am 10:15 - 11:45 amLived to Tell the Tale10:15 - 11:45 am Michael Davis Joanne Larocque-Poirier Partner and Managing Director, Head, Endowments and Prizes, CanadaTerry Rachwalski Reputations Council for the ArtsPresident, Amplified Services,Tartan Group This session explores how an organization How do you leverage a major anniversary can build its reputation and identity by milestone to intensify engagement, raiseThe Tartan Group made a strategic decision developing an engaging thought leadership awareness and instill pride in Canadians?to include social media implementation and position on a particular issue or cause. How do you differentiate your awardproducts in its suite of communications Learn expert and creative approaches to from other high-profile awards? Thisservices. This workshop will walk through communication issues by discussing real- session will walk you through a successfulwhy and what the company did, what world case studies relevant to organizations integrated communications campaignworked and what didn’t. The presentation of all sizes and in various industry sectors, for the 75th anniversary of the Governorwill conclude with an interactive session such as consulting, public, private (B2B General’s Literary Awards, a campaignto help other firms and PR professionals and B2C) and not-for-profit. Participants that includes wide-ranging strategicassess whether “going digital” is right will be able to position their organization as partnerships, web and social media tools,for them. experts for certain issues or causes after public engagement and media relations learning the best methods of engaging the activities. This workshop will demonstrateAfter being presented with client examples, public and how traditional media, social how wide-ranging strategic partnershipscase studies and hearing general digital media and advocacy can be used to build and successful cross-divisional projectsinsights, PR professionals will be able to thought leadership. can enhance an organization’s reach andmore effectively create and implement an capacity. Participants will have a betterintegrated communications and marketing Who should attend: Mid to Senior level understanding of audience-driven,plan. Attendees will also learn to develop goal-oriented processes, as well asROI measures specific to digital campaigns. planning models.Participants can expand their knowledgein this area of communications and learn Who should attend: Mid to Senior levelwhat questions to ask and what needs to bedone to step up digital activities.Who should attend: All 20
  • 20. Tuesday June 12, 2012 - SessionsAfternoon Keynote Afternoon Workshops12:45 - 1:45 pm MRP: Canada’s PR Measurement Signs of Success: Charting the Standard Course for a Better Tomorrow 3:15 - 4:45 pm 3:15 - 4:45 pm Rachel Douglas Ginny Jones, APR Manager, Brand PR, Kellogg Canada Inc. President, Acuity Options MRP is the Canadian public relations This session will focus on “Signs of industry standard for measuring editorial Success,” a powerful focusing exercise that coverage. Developed for the PR industry allows communicators to motivate, engageDiana and Charles Tisdall Lecture by the PR industry, it’s a consistent, and energize their team and stakeholders.in Communications customizable and affordable reporting Throughout this session, participants will be standard for Canadian PR practitioners. encouraged to think of a larger and moreFinancial Sector Communications in anUncertain Economic Environment In this session, Rachel Douglas will give strategic definition of communications an overview of MRP and demonstrate how management and will return to work withLindsay Gordon the system allows users to analyze and this new philosophy. Participants will be score media coverage, attach clips and inspired to consider the next evolutionPresident and CEO, HSBC Bank Canada produce comprehensive and professional of communications management - reports to show the value of a media relationship management - for theirIn this keynote lecture, Lindsay Gordon relations campaign. organizations. The presentation will alsowill explore the challenges of operatingthe largest international bank in Canada in touch on a groundbreaking measurement Who should attend: All tool that is used by the City of Guelph toan uncertain economy. The presentationwill focus on the HSBC brand, community improve the quality of key stakeholderinvestment, confidence and growth in the relationships.financial sector. Who should attend: Mid to Senior levelSponsored by:Education Grant provided by: 21
  • 21. Plenary Session 1:45 - 2:45 pmCommunicating to a Brave, New, Managing Culture Shift —Fragmented World @HaltonParents: Implementing a3.15 - 4:45 pm Social Media Strategy in a Culture of CautionPanel Moderator: 3:15 - 4:45 pmJoshua GuilarProfessor, Royal Roads University Andrea Montgomery Communications Specialist,Panel Members: Halton RegionLisa Read, IT InstructorRobyn Quinn, APR @HaltonParents is a multiple award- PR Expanded: Eight New StrategicCommunications Manager winning social media initiative. Entering Practices for the PR Champion the fluid environment of social mediaPhil Saunders, Principal, Narrative was a significant culture shift for the Deirdre BreakenridgeDevices Communications HaltonParents’ nurses bound by strict CEO, Pure Performance CommunicationsJennifer Walinga standards, stringent documentation andPerformance Consultant, Integrated report writing. Social media has changed Social media has re-ignited the PRFocus Consulting how audiences/consumers interact with profession, and professionals are organizations - whether they are for- expanding their roles as they shift fromIn this panel presentation, faculty from profit businesses, not-for-profit agencies communication facilitators and handlersRoyal Roads University will discuss what or government organizations. The to strategic PR champions and influencers.makes for successful public relations @HaltonParents social media initiative They are taking on new responsibilitiesin a world that is full of information; will better equip PR professionals to help in their organizations, which are notwhy stakeholders such as employees lead organizations through the changing only exciting but also challenging ator investors have difficulty buying in landscape. This dynamic presentation will the same time. When PR meets socialto messages and how to distinguish a provide tools to better engage all staff media, PR professionals have theparticular message so it gets through to in embracing change and implementing opportunity to expand their practices.the intended audience. PR professionals strategies that will make a positive impact in Deirdre Breakenridge will discuss howwork in an environment that often is the long run. PR must move from tactics to strategy byfragmented; discovering the reasons creating efficient processes and internalfor this fragmentation and the way to Who should attend: All collaboration, increasing the guidance oversuccessfully navigate and provide value is social media communications, analyzingcrucial to professionals. This presentation relationships to build stronger connections,will be followed by a question and answer averting crisis with proactive measures, andperiod with the audience. creating measurement programs to reveal valuable outcomes for business executives.Who should attend: Mid to Senior level 22
  • 22. Sponsors Title Sponsor of Currents 2012 and Silver Sponsor and Monday Evening the National Awards of Excellence Gala Event Sponsor Official Newswire of CPRS Official Conference Photographer Sunday Afternoon Keynote: College of Fellows Sponsor Awards Champagne Reception Sponsor Exhibitors Business Wire Camosun College Monday Morning Keynote Sponsor Tuesday Afternoon Keynote: Diana and Charles Tisdall Lecture in Communications Sponsor Cision CNW Group Eureka.ca Infomart Monday Afternoon Keynote and Education Grant provided by Marketwire Transportation Sponsor McMaster University MediaMiser Media Relations Ratings Points News Canada Advertising and Promotions Sponsor Print Sponsor Royal Roads University Simon Frasier University The Canadian Press Educate. Inform. Entice. Inspire. Video Sponsor Morning Runs Sponsor University of Victoria Bronze Sponsor Bronze Sponsor 24