Powerpoint Presentation

2. james.toccacelli@rogers.com
416.315.9886

3. what is your
company story? • Is your corporate reputation important to you?
– Is it part of your business strategy?
• Who are your key stakeholders?
– What do you want them to think, feel and say
about you? More importantly, what do you want
them to DO?
• Do you dominate your field?
– What space do others in your field already own?
• What values of your reputation and brand do you
want to freeze?
– What values do you want to float?
we help you build
your narrative

4. who we are • Toccacelli & Associates formed in 2007 to offer
clients strategic communications and public
affairs counsel
• Proven track-record across multiple industries,
based on extensive experience in public,
government and investor relations, as well as
business-to-business and marketing
communications
• Expanded service offering in August 2008, to
include media training with John Stall
Communications

5. what we do • We make your communications work harder
• We build a scalable communications program that
is the right size and scope for your organization;
and can flex as your needs develop and change
• We turbo-charge your current communications
programs to increase ROI
• We offer personalized, proactive service to help
you think of things you would not have time to
think of yourself

6. what we offer
Media Relations Crisis Communications
• Issue specific • Crisis planning
• Corporate reputation • During a crisis
• Product launches • After a crisis
• Media placements
Speech Writing
• Media programs and protocols
• Corporate speeches
• Relationship building
• Develop speakers bureau
Media Training
Government, Industry and
• Issue, geographic, industry
Stakeholder relations
or product specific
• Relationship mapping
Message Development • Plan to build and enhance
• Issue specific key relationships
• In support of brand architecture
Coordination with in-house and
external suppliers

7. credentials
James Toccacelli, APR, has more than twenty-five years of Global Corporate
Communications and Corporate Public Affairs experience in Canada, the U.S.
and Asia.
Toccacelli brings a breadth of cross industry and cross discipline business
experience to communications, with hands-on experience in media, the airline
industry, government, apparel and consumer packaged goods, information
technology services and commodities.
A former journalist, Toccacelli 's published work in leading academic journals on
the role and process of establishing a Corporate Reputation are often quoted
and sourced.
An accredited public relations professional, he is a recipient of the Canadian
Public Relations Society's highest award, the Philip A. Novikoff Award, in
recognition of his superior and outstanding service through professional practice
and betterment of the community. He is also a recipient of the Queen's Golden
Jubilee Medal and numerous international, national and local awards.
He holds a Journalism degree from Carleton University and his volunteer work
has included Board responsibility with the Canadian Paralympic Committee, the
Hinks-Dellcrest Centre for Mental Health in Toronto, Toronto Pre-School and
Language Services and various minor hockey associations.

8. toccacelli &
associates • Top tier consultants at reasonable rates
• More than 20 years of experience across a
broad range of industries and geographies
• All associates are professionally
accredited, award-winning practitioners
and leaders in the public relations industry
• We do not have a “B team”
– it is all “A team” all the time
we provide programs
customized to your needs
in a cost-effective manner

9. case studies

10. levi strauss & co.
• Launched Levi’s® Personal Pair™ jeans in Canada
• Built unprecedented brand awareness through coordinated, strategic
public relations campaign
• Canadian President named marketer of the year by Canadian
Marketing Association
• Led the communications of the reversal of decision to source and
market in China (PRC)
• As part of their ethical sourcing guidelines, LS&CO. announced PRC
did not have a suitable human rights environment to produce or
market Levi’s® branded apparel
• Decision became highly politicized as part of Clinton administration
role regarding most favoured nation trading status for the PRC
• In 1997 after a downturn in business and the handover of Hong Kong
to the PRC, LS&CO. reversed this controversial decision
• Managed the delicate negotiation and communications allowing
LS&CO. not to fall out of favour with government of PRC

11. Worked on the merger of four Atlantic Canadian
telephone companies to form “Aliant”
• Served as primary public affairs counsel to four
companies creating a merger of equals
• Negotiated difficult dynamics among competing
personalities and organizations
• Won 98% of required shareholder support

12. Enhanced reputation for EDS in Canada
• Coordinated positive media approach that enhanced EDS’
reputation in Canada with 141% increase in media
coverage year-over-year
• Orchestrated speech and media coverage for Global CEO
at prestigious forum
• Crafted award-winning speech targeted at specific new
business opportunity
Revitalized marketing and communications function in North
Asia by establishing protocols and resources after business
failure
Grew narrowly focused corporate communications function to
include: internal communications, external communications,
government relations, event planning & management, business
intelligence, account based marketing, translation services
and strategic planning

13. kinross gold
• Managed the communications of the merger of Kinross Gold
and Bema Gold
• Significantly increased the volume of media coverage, the tone
and content of coverage and quality of key Tier 1 publications
• Sharply increased the volume of investor relations meetings by
89% over the previous year
– Changed analysts’ coverage to 16 buys and 8 holds from
three strong sells in previous year
• Changed image to one of growth and value from one focused on
SEC related issues
• Institutional shareholders base increased from 64% to 70%, with
the top 25 shareholders holding 48%, a 3% increase
– Average daily trading volume increased sharply from 1.5
million to 2.4 million shares per day
• Kinross’ share price increased 85% during my tenure
– The stock outperformed the Philadelphia Gold and Silver
Index (XAU) by more than 20%

14. air monopoly
• Client owned a chain of travel agencies in Atlantic Canada
• He opposed a proposed merger of Air Canada and Canadian
Airlines because it would diminish competition for Canadian
air travellers
• Engaged to develop grass roots opposition
– Launched website directly linked to local MPs and
decision makers
– Managed extensive media coverage including numerous
national media outlets (As It Happens, Globe & Mail, etc.)
– Client appeared before House Standing Committee
• Merger was dissolved
• Public relations campaign won the Canadian Public Relations
Society Award of Excellence