1. CANADIAN PUBLIC RELATIONS CONFERENCE | JUNE 10-12 | VICTORIA, BC

2. About CPRS
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.

3. Table of Contents
West Coast Welcome . . . . . 01
Thank you, Volunteers! . . . . . 02
Society Meetings at a Glance . . . . . 02
General Information . . . . . 04
All Aboard! - Social Events . . . . . 06
Conference at a Glance . . . . . 08
Sunday June 10, 2012 - Sessions . . . . . 13
Monday June 11, 2012 - Sessions . . . . . 15
Tuesday June 12, 2012 - Sessions . . . . . 19
Sponsors / 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, APR
Kim Van Bruggen Lisa Baergen
01
APR APR

5. Thank You, Volunteers! Society Meetings at a Glance
Thank you to our dedicated Victoria
Conference Committee responsible for
the program, planning, marketing and
communications of this year’s conference. Friday June 8, 2012
CPRS National Board Meeting
9:00 am -–4:00 pm
Conference Co-Chairs:
Victoria Conference Centre -–Oak Bay 1 Room
Lisa Baergen, APR Kim Van Bruggen, APR
Volunteers:
Saturday June 9, 2012
Deirdre Campbell, APR Sheridan McVean, APR Presidents’ Council Day
Barbara Carver Michelle May 8:00 am -–4:00 pm
Terra Casey Andrea Moir The Fairmont Empress -–Buckingham Room
Lesley Chang Jovita Nathania
Margaret Doyle Ron Proskow Sunday June 10, 2012
Susan Evans Robyn Quinn, APR
National Council on Education Meeting
Elle Fairley Jennifer Ricketts-Glassel
8:00 -–10:00 am
Monica Gervais Caitlyn Sassaman
Delegates welcome
Marion Grau, APR Laurie Sthamann The Fairmont Empress - Buckingham Room
Colleen Hildebrandt Lilian Sue
Robin Hutchinson Heather Watters
Marina Jaffey Sue Wheatley CPRS Education Council Poster Session*
10:15 -–11:30 am
Rebecca Kerswell Cynthia Wrate
Delegates welcome
Victoria Conference Centre - Saanich 2
CPRS National Office Staff: *CISION is the exclusive sponsor of the Pathways to the Profession™ program.
Tracey Baker Bryan Sparks
Kiki Danielle Cloutier Elizabeth Tang
Karen Dalton, APR Lorianne Weston –
Monica Simmie
CPRS National Annual General Meeting
3:00 - 5:00 pm
Victoria Conference Centre - Theatre
02

7. General Information Host Hotel
The Fairmont Empress
Victoria Weather 721 Government Street
Victoria is located in a sub-Mediterranean zone and experiences some of the most
Victoria, BC V8W 1W5
moderate weather in Canada. The average monthly temperatures for May and June are 16
Telephone: 250-384-8111
and 20 degrees Celsius, respectively. Being located on the coast, expect offshore breezes
Check-in: 4:00 pm
to keep the climate comfortable during the day but potentially cool in the evenings.
Check-out: 11:00 am
Airport
The closest airport to The Fairmont Empress is Victoria International Airport, airport code
Registration and
YYJ. Transportation between the airport and The Fairmont Empress is available by taxi, Akal Trade Show Information
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.
Registration Hours
Sunday: 8:00 am - 5:00 pm
Recommended Dress Monday: 7:00 am - 5:00 pm
For most of the Conference, the dress will be “business casual”. For Sunday and Monday’s Tuesday: 7:00 am - 6:00 pm
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 Tradeshow Hours
off, even in June. A sweater or light jacket is recommended for outdoor evening activities. Sunday: 11:00 am - 5:00 pm
Most people will dress up for the Tuesday night CPRS Awards Gala, either business attire or Monday: 8:00 am - 5:00 pm
even black tie. Tuesday: 8:00 am - 3:15 pm
Mobile Application NEW THIS YEAR! APR Maintenance
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. Attending Currents 2012 demonstrates
Learn more about the Conference Event Application at: victoria2012.cprs.ca our members’ resolve to keep abreast
of the rapidly changing public relations
and communications management
Dashboard and Twitter Wall NEW THIS YEAR!
landscape. In recognition of that
Currents 2012 lets delegates interface during the conference via social media. Conference
commitment, members who have
tweets and other social media activity will be displayed on conference big screens,
attained their Accredited in Public
encouraging user interaction. Heartbeat powered by Sysomos will provide real-time
monitoring of delegate reaction and commentary to conference keynotes, Relations (APR) designation and who
seminars and events. Follow us on Twitter: @CPRS2012 and use #CPRS2012 participated in this conference can earn
2.5 maintenance units for attending the
Sponsored by: full conference.
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9. ALL ABOARD...for this Year’s Best Social Events!
Sunday June 10, 2012 Tuesday June 12, 2012
A Celebration of Indigenous Peoples’ Culture Champagne Reception
6:00 - 6:30 pm 6:00 - 6:30 pm
Opening ceremonies hosted by Phil Saunders Victoria Conference Centre - Theatre Lobby
Assemble 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 Museum
6:30 - 8:30 pm Sponsored by:
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
CPRS National Awards Gala
event ticket required for entry to the Royal BC Museum.
6:30 - 8:00 pm
Victoria Conference Centre - Theatre
Monday June 11, 2012 The CPRS Awards Program honours outstanding performance and
service by members of the Society. These awards are exclusive
Butchart Gardens Excursion
to CPRS Members and are a source of both individual and group
5:00 - 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 a
Buses leave from the Fairmont Empress Lobby at 5:00 pm
special opportunity to be recognized by one’s peers for outstanding
Delegates 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-renowned
Butchart Gardens. Buses will leave Butchart Gardens for Church &
State Wines Tour and Dinner at 6:45 pm. Dinner & Dance
8:00 - 11:00 pm
Church & State Wines Tour and Dinner The Fairmont Empress -–Crystal Ballroom
6:30 pm
Buses 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 State
Wines. There will be wine tasting and delegates will mingle among
various stations of award-winning wine and delectable dinner fare Official Newswire of CPRS
spread throughout the vineyard.
Sponsored by:
06

11. Conference at a Glance
Sunday June 10, 2012
11:45 am - 12:30 pm Lunch Vic Conference Centre - Courtyard
12:30 - 1:00 pm Opening Ceremonies Vic Conference Centre - Theatre
1:00 - 2:00 pm Afternoon Keynote: College of Fellows Vic Conference Centre - Theatre
Transformation of the Media - Impacts on the PR Industry
2:00 - 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 1
3:00 - 5:00 pm CPRS National Annual General Meeting Vic Conference Centre - Theatre
6:00 - 6:30 pm A Celebration of Indigenous Peoples’ Culture Vic Conference Centre - Theatre
6:30 - 8:30 pm Evening at the Royal BC Museum Royal BC Museum
08

12. 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

13. 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
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15. 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
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16. Sunday June 10, 2012 - Sessions
Afternoon Keynote Afternoon Workshops
College of Fellows Reach for Higher Ground! Accreditation Grader Training
1:00 - 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 candidates
Impacts 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, and
Wayne Parrish profession to be the best practitioner you it’s presenting both a challenge and an
Chief Operating Officer can be! Learn what it takes to succeed opportunity. The process really needs more
Postmedia 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 knowledge
As a former journalist himself, Wayne that you’re serious about your chosen while helping the public relations profession
Parrish has been on the receiving end profession and denotes a base of maintain high standards of ethical and
of some pretty interesting pitches and knowledge, skill and competency that is competent practice through our APR
will 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 phase
has ever faced: moving from print only process and the experience! of the APR grading process. Even if you’ve
to a digital and audience first model. The graded in the past, you should take in this
growing need for news has instantly Who should attend: Senior level session to ensure that your grading is in
changed 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 in
writers and bloggers to generate news
2008 or earlier, current graders, regional
coverage. The challenges and opportunities
examiners and accreditation chairs.
that exist in this new environment will be
explored as well as inside tips on how PR Who should attend: Senior level
pros can work with the media to get their
stories out.
Sessions marked with the APR logo are recommended for current or future APR candidates.
Sponsored by:
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17. 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 Graham
Pierre Gince, APR Director, Media One Multimedia Inc. Daniel Tisch, APR, FCPRS
Président, Direction Communications CEO, Argyle Communications
Stratégiques Diane Williams Chair, Global Alliance for Public Relations
Executive VP, Digital Sales & Media and Communication Management
Established in 2009, the Barcelona Relations, News Canada
Principles are a declaration of standards What are the hottest global trends in
and practices to guide measurement and The use of video as a marketing tool is public relations and communication
evaluation of public relations. But should expanding rapidly. Video has become an management? What are the imperatives for
the 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 led
Or are they actually more of a vehicle This session will offer case studies of the by Daniel Tisch, APR, FCPRS, Chair of
or framework designed to guide PR video production process, how video can the Global Alliance for Public Relations
professionals? In this workshop, the be a useful marketing strategy, publishing and Communication Management - the
Barcelona Principles and their role in methods (online & traditional), budget confederation of the world’s major PR
promoting greater recognition of the field expectations and general education on industry associations. In addition to sharing
of public relations will be discussed. There making quality video decisions for clients. international survey research, Dan will
will be an emphasis on the importance of After hearing “Tips for Better Video”, outline a new opportunity for Canadians to
evaluation in public relations, particularly participants will learn when and where get involved in a global dialogue about the
through 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
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18. Monday June 11, 2012 - Sessions
Morning Keynote Morning Workshops
8:45 - 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 space
Answer 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 the
Perspective and Credibility media has created a new challenge (and conversations online. Use the information
in Journalism opportunity) for communicators during a from this session throughout your strategic
crisis situation. Every crisis planner must communications process. Participants will
Anna Maria Tremonti consider, understand, appreciate and be learn how to conduct in-depth research
Host, 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 media
In a world swirling with information from and processes in place, even a small crisis budget. Learn how to share this information
official players, clever interlopers, social can damage an organization’s reputation internally in a relevant and understandable
media, accidental sources and those who and negatively affect its bottom line. manner by communicating the importance
have nothing to say, Anna Maria Tremonti of social media to c-suite executives. The
offers a candid view of the state Who should attend: All presentation will help PR professionals
of journalism today. define their role in social media when
working in organizations and businesses
Sponsored by: that have marketing, digital and/or
advertising departments.
Who should attend: Senior level
15

19. Afternoon Keynote
How Do You Rank Your Skills in Stayin’ Alive: 1:15 - 2:15 pm
Sustainable Development and Engaging Employees
CSR Communications? 10:45 am - 12:15 pm
10:45 am - 12:15 pm
Brenda Sweeney, APR
Solange Tremblay, APR Partner, Kennedy Jones & Sweeney Inc.
President, SUSTAINABILITY |
COMMUNICATION Group Repetitive messaging year-after-year can
turn the most committed employee into a
The most recent studies show that cynical one. Stayin’ Alive, Kennedy Jones
communications are still scarce in and Sweeney’s campaign for Oakville
terms of sustainable development and Hydro’s new Occupational Health & Safety
Doubt
social responsibility. Communication Management System overcame this apathy
professionals involved in issues by applying the best practices of internal
Rob Guénette
management, risk and crisis communi- communications including research,
CEO, TAXI
cations, social responsibility and analysis, communications planning and
sustainable development will be interested measurement. This disciplined approach
In this keynote session, Rob Guénette
in 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, design
trends for communication on these in. Come and see what made employees,
and culture to deliver his ideas on how
issues. Participants will learn how to better managers, executives and even suppliers –
to foster unconventional thinking that
define their accompaniment role within take notice and change how they looked at
challenges people’s opinions, beliefs and
organizations on sustainable development workplace health and safety.
ideas in today’s communications field.
and social responsibility issues in their
dealings 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 effective
Who 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

20. Monday June 11, 2012 - Sessions
Afternoon Workshops
From Crisis Communications to Say what? An Interactive Panel on Activating Sponsorships:
Deliberate Planning Decoding GenY The Who and Why
2:45 - 4:15 pm 2:45 - 4:15 pm 2:45 - 4:15 pm
Major Brian Martin Jeremy Berry, APR Brent Barootes
Senior 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, what
This presentation will give insight as to how Julie Geller it is and how it leverages and enhances the
the North American Aerospace Defence Director, Social Media, Cision Canada sponsorship investment. The session will
Command and the United States Northern review how both sponsors and properties
Command are utilizing social media. From Derek Lothian (those that buy and sell sponsorship) can
the first hesitant steps into this new arena Manager, National Communications, participate in this process, and its critical
in 2008 to a comprehensive social media Canadian Manufacturers and Exporters role in delivering ROI using national and
policy 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 2012
with a better understanding on how the turned 65, marking the first time in our Canadian Public Relations Conference. It
Canadian and U.S. militaries have evolved nation’s history that more workers left will be critical for those communicators
in this area in order to better communicate the labour force than entered it. For many assigned the task of delivering the
with its publics. Participants will gain some seasoned PR practitioners, it’s a milestone corporate brand and message through
insights, strategies and tips and will learn approached with mixed trepidation and the investment made by their SME or
how to avoid pitfalls in order to effectively excitement − one that signals an unofficial corporation in sponsorship. It will be an
utilize 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 and
Who 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

21. The Art of Media: Generating
News Coverage
2:45 - 4:15 pm
William (Bill) Carney
Consultant and Author, In the News: The The Fairmont Empress
Practice of Media Relations in Canada Victoria, BC
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
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22. Tuesday June 12, 2012 - Sessions
Morning Keynote Morning Workshops
8:45 - 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 University
Limitless Potential
Jeff Vallentin, APR, MBA, Vice-President, Communications, Stakeholder Relations
and Corporate Services, Hamilton Health Sciences
Silken Laumann
Terence (Terry) Flynn, PhD, APR, FCPRS, Assistant Professor, Communications
Olympian, Inspirational Speaker
Management, McMaster University
and Author
In the fall of 2011, an investigation revealed that thousands of patients were exposed to
Silken Laumann continues to inspire and
hepatitis and HIV at a private Ottawa clinic. Ottawa Public Health went public, but in the first
engage audiences with her own brand
few days would not say what clinic, what procedure or what doctor(s) were involved. Using
of realistic optimism. She believes in the
this case study as the starting point, this session will discuss the principles of disclosure
power of our dreams but also the power
and how to maintain strong relationships with stakeholders while recognizing the media’s
of our minds to release or inhibit that
and public’s right to know. Social media and the 24-hour news cycle have changed the
potential. Silken understands many of the
considerations that must be made in situations like this. More than ever, trust, transparency
challenges in the world of public relations
and providing timely information are vital. Participants will hear from four experts and will
as she has experienced both the up side
leave the session equipped with new knowledge of managing disclosures and will be
and the down side of tremendous media
inspired to make preparations for this type of situation in their organization.
attention. Listening to Silken, you will
be challenged to be aspirational in your
Who should attend: Senior level
thinking, understand how to connect to
your dreams and build awareness of your
limitless potential.
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23. Stories from the Trenches: How we Building Reputation Through Marking a Milestone: Celebrating
Integrated Social Media, Digital Thought Leadership 75 Years of Great Canadian Books
Services and “Traditional” PR and 10:15 - 11:45 am 10:15 - 11:45 am
Lived to Tell the Tale
10:15 - 11:45 am Michael Davis Joanne Larocque-Poirier
Partner and Managing Director, Head, Endowments and Prizes, Canada
Terry Rachwalski Reputations Council for the Arts
President, 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, raise
The 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 award
products in its suite of communications Learn expert and creative approaches to from other high-profile awards? This
services. This workshop will walk through communication issues by discussing real- session will walk you through a successful
why and what the company did, what world case studies relevant to organizations integrated communications campaign
worked and what didn’t. The presentation of all sizes and in various industry sectors, for the 75th anniversary of the Governor
will conclude with an interactive session such as consulting, public, private (B2B General’s Literary Awards, a campaign
to help other firms and PR professionals and B2C) and not-for-profit. Participants that includes wide-ranging strategic
assess 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 demonstrate
After being presented with client examples, public and how traditional media, social how wide-ranging strategic partnerships
case studies and hearing general digital media and advocacy can be used to build and successful cross-divisional projects
insights, PR professionals will be able to thought leadership. can enhance an organization’s reach and
more effectively create and implement an capacity. Participants will have a better
integrated 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 as
ROI measures specific to digital campaigns. planning models.
Participants can expand their knowledge
in this area of communications and learn Who should attend: Mid to Senior level
what questions to ask and what needs to be
done to step up digital activities.
Who should attend: All
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24. Tuesday June 12, 2012 - Sessions
Afternoon Keynote Afternoon Workshops
12:45 - 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, engage
Diana 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 more
Financial Sector Communications in an
Uncertain 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 with
Lindsay 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 evolution
President and CEO, HSBC Bank Canada
produce comprehensive and professional of communications management -
reports to show the value of a media relationship management - for their
In this keynote lecture, Lindsay Gordon
relations campaign. organizations. The presentation will also
will explore the challenges of operating
the largest international bank in Canada in touch on a groundbreaking measurement
Who should attend: All tool that is used by the City of Guelph to
an uncertain economy. The presentation
will focus on the HSBC brand, community improve the quality of key stakeholder
investment, confidence and growth in the relationships.
financial sector.
Who should attend: Mid to Senior level
Sponsored by:
Education Grant provided by:
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25. Plenary Session
1:45 - 2:45 pm
Communicating to a Brave, New, Managing Culture Shift —
Fragmented World @HaltonParents: Implementing a
3.15 - 4:45 pm Social Media Strategy in a Culture
of Caution
Panel Moderator: 3:15 - 4:45 pm
Joshua Guilar
Professor, Royal Roads University Andrea Montgomery
Communications Specialist,
Panel Members: Halton Region
Lisa Read, IT Instructor
Robyn Quinn, APR @HaltonParents is a multiple award- PR Expanded: Eight New Strategic
Communications Manager winning social media initiative. Entering Practices for the PR Champion
the fluid environment of social media
Phil Saunders, Principal, Narrative
was a significant culture shift for the Deirdre Breakenridge
Devices Communications
HaltonParents’ nurses bound by strict CEO, Pure Performance Communications
Jennifer Walinga standards, stringent documentation and
Performance Consultant, Integrated report writing. Social media has changed Social media has re-ignited the PR
Focus Consulting
how audiences/consumers interact with profession, and professionals are
organizations - whether they are for- expanding their roles as they shift from
In this panel presentation, faculty from
profit businesses, not-for-profit agencies communication facilitators and handlers
Royal 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 responsibilities
in a world that is full of information;
will better equip PR professionals to help in their organizations, which are not
why stakeholders such as employees
lead organizations through the changing only exciting but also challenging at
or investors have difficulty buying in
landscape. This dynamic presentation will the same time. When PR meets social
to messages and how to distinguish a
provide tools to better engage all staff media, PR professionals have the
particular 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 how
work in an environment that often is
the long run. PR must move from tactics to strategy by
fragmented; discovering the reasons
creating efficient processes and internal
for this fragmentation and the way to
Who should attend: All collaboration, increasing the guidance over
successfully navigate and provide value is
social media communications, analyzing
crucial to professionals. This presentation
relationships to build stronger connections,
will be followed by a question and answer
averting crisis with proactive measures, and
period with the audience.
creating measurement programs to reveal
valuable outcomes for business executives.
Who should attend: Mid to Senior level
22

27. 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
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