Rob Mclean provides a summary of his career in corporate communications and public relations. Over the past 15+ years, he has held Director level roles at several technology companies, including CounterPath, NewHeights, and Mitel, where he established PR departments, increased media coverage, launched marketing initiatives, and improved brand awareness. Mclean believes effective communication is crucial for connecting parties, establishing understanding, and imparting trust. He highlights several ways PR can provide tangible returns for organizations, such as increased sales, brand equity, and internal morale.

1. e Resume
e-Resume - Rob Mclean
PUBLIC RELATIONS / MEDIA RELATIONS /
ANALYST RELATIONS / CORPORATE COMMUNICATIONS
Thank you for taking the time to view my resume powerpoint.
The following powerpoint is an overview of my career in corporate
communications, my views on effective communication, and a chance to get a
,y , g
personal feel for who I am as a communicator.

2. Effective Communications
Communications is about more than simply communicating – it is about connecting the key interests
between multiple parties and establishing a clear and concise understanding of th t i at h d
bt lti l ti d t bli hi l d i d t di f the topic t hand.
Achieving understanding is a fluid, on-going process that amalgamates a wide variety of activities, which
cumulatively impart trust in the ideas and information being communicated. In my view, to effectively
communicate an organization must excel in all of the following areas (each possessing their own skill sets
and standards of excellence):
Strategic Service Organizational Knowledge
Writing Planning Trust Logistics Metrics
Messaging Standards Commitment management
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3. Rob Mclean – Professional Highlights
CounterPath
Employees: appx 100
Offering: OEM softphone provider
Headquartered: Vancounver, Canada
Title: Director, Public and Analyst Relations
Highlights:
• Launched corporate communications department
• Established relationships with over 100 reporters and industry analysts
• Increased press and analyst coverage 400%
• Recruited sales and marketing personnel into the communications process –
extracting product and customer win news releases to establish a ‘growth’ brand
identity for the company in the market.
• Launched ‘market analysis’ publication which overviewed competitors trend and
product strategies on a daily basis
• Assisted marketing department with p
gp positioning statements and strategic
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messaging used in Web, collateral and event marketing.
• Put in place processes and logistic contracts for the on-going activities of the
corporate communications department.
Examples of positive ROI:
“CounterPath Corp.'s new Quick Conference product made a big splash when it was announced, and for
good reason.” - Robert Poe, VoIP News
“Overall, QC is nice, sleek, and easy to use. For a larger businesses that does lots of conferencing, users
would welcome an application like this regardless of it being something else to learn... because it gives
them control otherwise reserved for more expensive conferencing systems from the proprietary guys.”
-Aaron Rosenthal, AsteriskTech Blog
“CounterPath is publically t aded company and all this pote t a makes me t
Cou te at s pub ca y traded co pa y a d a t s potential a es e think it is a good investment. I
ts est e t.
may even invest myself after this article is posted. As communications comes together and the move
towards wireless, FMC and UC continues in carrier and enterprise networks, there is no company better
positioned to take advantage of the trends than CounterPath. Few companies have the kind of potential
CounterPath does and I can't help but wonder if their name will be seen in more articles along side of
Cisco's and Microsoft's as we go forward. “ Rich Tehrani, TMC

4. Rob Mclean – Professional Highlights
NewHeights
Employees: appx 100
Offering: OEM softphone provider
Headquartered: Victoria, British Columbia, Canada
Title: Director, Public and Analyst Relations
Highlights:
• Handled all strategic messaging and externally disseminated materials (news releases,
powerpoints, etc. )
• Established first-time relationships with over 100 reporters and analysts
• Successfully persuaded OEM partners (Bell, Nortel, etc.) to issue joint press releases and
engage in media and analyst relations activities with NewHeights
• Company named as one of the 30 best places to work in Canada by Canadian Business
Magazine
• Attained cover of Canadian Business Magazine and four-page feature article inside (separate
article from the best place to work feature we also attained)
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• Launched corporate Web site
• Launched ‘market analysis’ ’ publication which overviewed competitors trend and
product strategies on a daily basis
• Attained feature stories in National Post and Globe and Mail
• Held first-ever analyst summit (over 12 analysts met with NewHeights and an assortment of
Wesley Clover technology companies)
Examples of positive ROI:
“ If a major player such as Nortel or Cisco doesn't eventually acquire NewHeights, it is possible the
company could do an initial public offering – a tactic Terry Matthews used when Ubiquity went public on
the London Stock Exchange earlier this year.” – Mark Evans, National Post
quot;In the past year, its [NewHeights] revenues grew by 380% (as a private company, NewHeights will not
release revenue numbers), its staff doubled in size, and it expanded into new office space to accommodate
numbers) size
the growth. And if NewHeights lives up to Matthews' vision, it could vault him into the Canadian tech
stratosphere.quot; - Michelle Magnan, Canadian Business Magazine

5. Rob Mclean – Professional Highlights
Mitel
Employees: appx 1800
Offering: IP-PBX vendor
Headquartered: Ottawa, Canada
Title: Director, Public and Analyst Relations
Highlights:
• Headed Mitel’s Public and Analyst Relations initiatives
• Managed staff and departmental strategic objectives
• Launched monthly corporate newsletter (distributed to over 600 resellers
worldwide, 1600+ employees, and key Mitel stakeholders such as the Board of
Directors)
• Launched successful product placement program (Mitel phones placed in
hundreds of Hollywood movies and primetime television shows)
• Oversaw product testing logistics (results appearing in trade publications)
• Developed speakers bureau for executive management
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• Responsible for C-level presentations for both industry speaking events and
corporate townhalls
• Managed all analyst summits (held once annually)
• Worked closely with sales and marketing personnel, resellers and customers to
ensure comprehensive enterprise testimonials for the media and analysts
• Managed NY-based public relations agency
Examples of Positive ROI:
• COO interview on Kudlow & Cramer
• Feature stories in deep water press such as PC Magazine, Wall Street
Journal, etc.
• Handled Terence Matthews and NY Mayor Michael Bloomberg in the
opening of Mitel’s NYC offices. Press included Fortune, Forbes,
Bloomberg news, etc.
news etc

6. The ROI of Communications
The following highlights what I believe to be some of the more tangible returns public relations
ROI
provides today’s organizations:
Internal morale gains Employees work harder for a company that they feel is being watched by external publics. Additionally, nothing is as
tangible a reward as seeing one's hard work recognized by external publics.
Increases Fiscal Value of A consistent news cycle is essential to establishing an organization as a ‘growth’ brand in the market.
the company
Increased sales Unbiased, third-party endorsement of a company's product or vision provides immediate credibility in the sales pitch
process.
Pull model in sales lead As external publics become more aware of an organization’s offerings, sales leads and business development
generation opportunities can be expected to increase. Publicity often results in pulling customers and opportunities in versus the
traditional process of chasing after sales leads.
Helps keep ‘group think’ in Organizations often find themselves living in a bubble where ‘group think’ develops. Communicating with external
check publics contributes in aiding a corporation to be honest with itself regarding its strengths, weaknesses and future growth
opportunities.
Sets expectations Communicating with the external world creates the framework in which both internal and external stakeholders and
publics can envision future corporate growth and set expectations about the company's future potential. These
expectations help keep a corporation focused on growth activities geared towards meeting the market s expectations
market’s expectations.
Drives brand awareness Creating quot;buzzquot; about a company's product is essential to driving sales. The more people who know about a company's
product, the more potential customers a company has.
Drives brand equity Companies who successfully communicate the value proposition behind their product and establish superior brand
equity are able to garner a 10-15 per cent increase in sales margins.
Completes a corporation Reality is that corporations who do not communicate externally are not viewed as fully matured corporate entities.
Corporations who do not communicate effectively may leave the impression with external public of - quot;If they can't
communicate, what else can't they do?quot; - a clear danger to the reputation of the corporation and its products.

7. My Core Traits

8. Why I love Communications
Nothing is more engaging or rewarding than to take the collective efforts of an organization
– th d il h d work of it employees and management – and ensuring that th world i
the daily hard k f its l d t d i th t the ld is
aware of the endeavors being taken.
Companies and organizations exist to change the world around us – sometimes in small
ways and sometimes in big ways – b t without effective communications, th t change t k
d ti i bi but ith t ff ti i ti that h takes
longer to reach its destination and arrives with less of an impact.
Communications to me is about shinning a spotlight on the passion and ambitions of an
organization and getting th rest of th world t see and share i th t passion and ambition.
i ti d tti the t f the ld to dh in that i d biti
I’m always glad to know that others see the intrinsic value behind quality public relations:
“If I was down to my last dollar, I’d spend it on public relations.”
-Bill Gates

9. Thank You
Thank You for taking the time to view this powerpoint. If you have any
questions feel free to contact me at mclean27@rogers.com