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PROGRAM

8:30 – 9:00 am Registration and Continental Breakfast
9:00 – 9:30 am Opening Remarks/CPRS National Presentation
9:30 – 10:30 am The Bridge Between Truth & Transparency
Eric Bergman, ABC, APR, FCPRS

Principal
Bergman & Associates
10:30 – 10:45 am Break
10:45 – 11:45 am Brand New World: How Brands are getting bolder and re-writing the rules of publishing
Ira Basen

Producer
CBC Radio
11:45 am – 12:00 pm Break
12:00 pm – 1:30 pm

Luncheon Keynote:

Sanofi Canada: Effective Internal Communications During a Period of Change

Joanne Kennedy
Director Communications and Executive Committee Member
Sanofi Canada

1:45 pm – 2:45 pm Before you hit Send – Canada’s Anti-Spam Legislation
Adrian Liu
Borden Ladner Gervais LLP
2:45 – 3:00 pm Break
3:00 – 4:00 pm Beyond Slogans: how brands are using content to create deep, emotional connections
Gary Edgar

Director of Digital Strategy
APEX Public Relations

EVENING EVENTS

4:00 – 6:00 pm #PRSocial
Pilot Toronto – Stealth Lounge
22 Cumberland Street
Toronto, ON M4W 1J5

 

Keynote

Sanofi Canada: Effective Internal Communications During a Period of Change

Joanne Kennedy

Sanofi Canada, a healthcare company headquartered in Laval, Quebec, recently concluded a major 12-month employee communication initiative designed to help the organization overcome a set of challenges related to the relocation of its corporate offices and a fundamental transition in its corporate work culture.

In order to retain and motivate its 425 employees during this transition period, Sanofi would have to transform them into 'change agents' who were not only receptive to the impending changes, but also motivated to own, embody and see the changes through. Due to the diverse nature of Sanofi as a company, with different divisions ranging from research and development to sales and marketing, all internal communications would have to appeal to a diverse audience.

How did Sanofi Canada turn this business challenge into a business success?

Joanne Kennedy's presentation will cover:

  • Best practices for internal communications during a period of change: The platforms and tools that can best support an employee communications program, and how they can be applied most effectively.
  • Building an internal communications team: How to identify the people who can best support your internal communications goals and objectives.
  • Employees as Change Agents: How to engage and motivate employees during a period of transition.
  • Measurement: Guidelines for effective employee surveys and other tools.

 

Sessions

The Bridge Between Truth & Transparency

Eric Bergman, ABC, APR, FCPRS

While public relations practitioners are generally truthful, do many of the tactics we employ actively support transparency? Is it possible to truthful and non-transparent? Shouldn't the ideal be truthful and transparent? This session will outline why the question-and-answer process is the bridge between truth and transparency. Participants will create a working definition of transparency, which will be positioned against lies, deception and spin. Finally, participants will understand why answering questions in clear, concise terms is the only foundation on which transparency, sustainability and corporate social responsibility can be effectively constructed.

 

Brand New World: How Brands are getting bolder and re-writing the rules of publishing

Ira Basen

This is a time of upheaval for traditional media. Old business models are collapsing, new forms of media are emerging and long-standing barriers are breaking down. And in the new media world that is emerging, brands are moving to centre stage. Over the past few months "native advertising" has been generating a lot of buzz, re-drawing the lines between advertising and news. And while this might be good for brands trying to cut through the commercial clutter, its impact on their media partners and on news consumers is less clear.

 

Before you hit Send – Canada's Anti-Spam Legislation

Adrian Liu

Canada's new anti-spam law (known as CASL) will take effect July 1, 2014 and will affect anyone who sends emails for a commercial purpose. The public relations industry uses email to promote and market to the public, and also to communicate amongst clients, the media, journalists and other stakeholders. Starting July 1, there will be strict rules about obtaining consent from the people that you send emails to. Learn what CASL covers, what its requirements are and what you need to do get ready.

 

Beyond Slogans: how brands are using content to create deep, emotional connections

Gary Edgar

The days of interruption marketing and the 30 second spot are dying. Consumers expect more fulfilling experiences, and for brands, this means emotionally rich stories and content that extend past slogans. Learn why brands like Heineken and Chipotle are investing big in content and how you can create emotional connections too.

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