Currents 2012 program brochure

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:

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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


Fairmont Empress - Balmoral Room

Vic Conference Centre - Oak Bay 2

Vic Conference Centre - Saanich 2

Vic Conference Centre - Esquimalt

Vic Conference Centre - Saanich 1




Royal BC Museum

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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


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 - Prefunction


Vic Conference Centre - Saanich










Sign-up at registration desk requiredBuses leave Fairmont Lobby 5:00 pm

Buses leave Fairmont Lobby 6:30 pm

10


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


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


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

















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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


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.


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.


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.


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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.



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.


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!


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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.


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.


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.


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.


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.



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.


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.


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.



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.


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.


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.


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.


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

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