Venue

Online & In Person (Regina – Delta by Marriott Hotels)

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Monday, June 12, 2023

8:00 – 8:30 a.m.
REGISTRATION AND  BREAKFAST

8:30 a.m.
WELCOME AND OPENING REMARKS FROM THE CHAIR

8:45 – 9:45 a.m.

Emerging Trends in Crisis Communications
Benjamin Proulx, President
Catalyst Communications

Crisis communications efforts have had to change drastically in response to organizations’ numerous evolving internal and external pressures, including ever-changing societal expectations and demands. As such, companies and organizations are finding it harder and harder to survive a crisis unscathed, with reputational damage — real or perceived — having major impacts with immediate repercussions. This session will explore a minimum of three Canadian instances of crisis communications and management gone awry, as well as some successful initiatives that can teach us skills to use in our own crisis communications efforts. We will walk through real scenarios to determine what could have been done better, and what lessons can be taken from each case study to inform participants’ future crisis communications efforts.

9:45 – 10:00 a.m.
NETWORKING REFRESHMENT BREAK

10:00 – 11:00 a.m.

Adjusting Communication Strategies in a Post-Covid World
Chad Engel, Manager of Brand & Communication Services
SaskPower

In this session Chad will discuss how the Covid pandemic impacted customer communication and how SaskPower has adjusted its communication styles, strategies, and approaches to adapt to evolving customers.

Learning outcomes:

• How customers have changed during the covid pandemic.
• How we see them continuing to evolve into the future.
• What tactics, strategies and channels we are having the most success with in our engagements.
• The unknowns from the future that we need to become comfortable with.

11:00 a.m. – 12:00 p.m.

Decolonizing Language
Robyn Ferguson, Communications Advisor
Cole Buhler, Communications Coordinator
pipikwan pêhtâkwan

Decolonizing language helps to raise the bar for inclusive conversations and spaces for Indigenous Peoples. In this presentation Robyn & Cole will provide an introduction for professional communicators who want to learn more about how to write and speak with and about Indigenous Peoples without resorting to the use of harmful stereotypes and racialized caricatures.

Education on how language can cause harm leads to understanding, and understanding leads to respect. When we decolonize language we are pushing communications forward, opening up the power of language to help in ending oppression and racism.

Outcomes:

• Learn how to begin conversations with communities using appropriate language and references.
• Be aware of key language and protocol considerations when developing and implementing communications strategies that include Indigenous audiences.
• Gain an understanding of how you can be more effective in engaging Indigenous audiences and sharing their stories.
• Leave with tools and resources to continue learning how to decolonize their language and communication practices.

12:00 p.m. – 1:00 p.m.
NETWORKING LUNCHEON

1:00 – 2:00 p.m. 

Breaking Barriers and Building Bridges: Creating Direct Communication Channels with Residents in the Digital Age
Kent Waugh, Managing Partner
The W Group

In this conference session, Kent will share insights on how to effectively communicate with residents in an era where community-based newspapers and media outlets are disappearing, social media algorithms are ever-changing, and bad actors are taking over online platforms. He will highlight the journey of a municipality that successfully established a direct communication channel with its residents, dispel common myths and barriers, and provide step-by-step guidance on building an effective e-newsletter program. Don’t miss this opportunity to learn how to overcome communication challenges and establish a strong connection with your community!

2:00 – 3:00 p.m. (Virtual Presentation)

Elevating Communications to the CSuite
Candace Denison, Manager, Communications & Engagement
Rocky View County

Tired of feeling like your work is under-valued, under-resourced and under-appreciated? The irony is that as communications professionals, we do a poor job of telling our story to senior leadership teams. It’s time to prioritize and change that!
Candace will draw from her personal experience and award-winning success to outline the path to executive support and strategic placement of communications within the organization.

Elevate your position from order taker to strategic partner and become a valued and supported member of your organization’s senior leadership team. In this session you will enhance and expand your skillset by learning:

• What the CSuite wants. (Spoiler alert: it’s measurable results they can understand).
• Why it’s necessary to include research, analysis, and evaluation in your communication plans.
• How to practically implement effective communication evaluation through the Output, Outtake, and Outcome measurement model.
• When to showcase your work and the meaningful difference you’ve made towards organizational goals and successes.

3:00 – 3:15 p.m.
REFRESHMENT BREAK

3:15 – 4:15 p.m. 

RACE-ing Towards Better Public Relations Plans
Julia Harvie Shemko, Founder/CEO
Red Thread Connections

The RACE formula helps you develop well thought out strategic public relations plans. A formula is just a formula, however, when understood and used properly, the RACE formula can help you organize your strategic discovery and thought into an action plan that meets organizational objectives.

Learn the importance and components of each letter in the R (research), A (analysis), C (communication) E (evaluation) formula and how to apply it to your projects and initiatives.

4:15 p.m.          CONFERENCE CONCLUDES FOR THE DAY

                      

Tuesday, June 13, 2023

OPTIONAL POST-CONFERENCE WORKSHOPS

Workshops are in person attendance only.

REGISTER HERE

9:00 a.m. – 12:00 p.m.
Workshop A: Think, Do, Believe or Understand: Deeply Understand Your Audiences

Julia Harvie-Shemko, APR, CEC, Founder and CEO, Red Thread Connections

We all know that we need to identify our audiences when communications planning or managing issues. But, do you truly know your audiences and know what you want from them as a result of your communications?

Identifying your audiences is only one step in the audience analysis process. To be truly effective, you must understand what motivates them, their current beliefs, and access to communications tools. As part of your communications, you must also analyze their current understanding or knowledge of particular subject matters.

To make your communications even more effective, take it a step further and determine what you want them to think, do, believe or understand as a result of your communications. This deeper analysis and understanding will ensure that the rest of your communications plan is aligned and connected to your audiences.

In this session, learn how to deepen your understanding of your audiences and what think, do, believe and understand mean, how to apply them and how they are influenced by and influence the rest of your communications plan.

This is an interactive hands on workshop so come prepared with a communications issue or project in mind to work on.

Julia is on a mission to help communicators do better and be better. With her company Red Thread Connections, she focuses on moving the communications function towards strategic partnership with clients. With her more than 20 years in communication and 30 in leadership, she knows how to bring clarity, focus and strategy to the communications function.

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1:00 – 4:00 p.m.
Workshop B:  The Crisis Communications Crisis: Canadian Case Studies and What They Mean for Your Organization

Benjamin Proulx, President, Catalyst Communications

This workshop delves into the topic that was touched on during the Forum in much more depth. Crisis communications efforts have had to change drastically in response to organizations’ numerous evolving internal and external pressures, including ever-changing societal expectations and demands. As such, companies and organizations are finding it harder and harder to survive a crisis unscathed, with reputational damage — real or perceived — having major impacts with immediate repercussions. This session will explore a minimum of three Canadian instances of crisis communications and management gone awry, as well as some successful initiatives that can teach us skills to use in our own crisis communications efforts. We will walk through real scenarios to determine what could have been done better, and what lessons can be taken from each case study to inform participants’ future crisis communications efforts.

Focusing on real case studies provides us with the benefit of reviewing and evaluating actual scenarios, and their very public fallouts or praise. Participants will walk away with actionable strategies to improve their own crisis communications approaches proactively, and some that will prove beneficial specifically while dealing with a potential crisis. Additionally, attendees will be provided with a high-level planning outline to create their own crisis communications plans, or to review them if one already exists.

Following an award-winning career in media, Benjamin shifted his focus towards the field of communications, working as an external advisor to many large public, private, and non-profit organizations, including Canada’s largest Indigenous-owned crisis communications corporation. 

Benjamin’s skills include in-depth investigatory and research acumen, as well as report writing, organizational media relations, communications and public relations, and crisis communications. He has had the privilege of advising on university programs and curriculums, and of acting as a mentor to communications and journalism students. His approaches are highly collaborative and results oriented. Benjamin further has training in Equity, Diversity, and Inclusion (EDI), completed in 2021 through Cornell University.

As a member of the Canadian Public Relations Society (CPRS), Benjamin is bound by a Code of Professional Standards.

REGISTER HERE

2023 Conference Pricing

**Recordings of all conference presentations will be provided to both in person and online attendees. Workshops are not recorded.**

REGISTRATION TYPES	Online  Early Bird Until April 28	In Person Early Bird Until April 28	Online  Regular Rate	In Person Regular Rate
BEST VALUE! Forum + Two Workshops (June 12-13)	n/a	$1,049	n/a	$1,199
Forum + 1 Workshop (June 12 & half day on 13th)	n/a	$899	n/a	$1099
Forum Only (June 12)	$425	$659	$550	$799
One Workshop only (June 13)	n/a	$479	n/a	$599
Two Workshops only (June 13)	n/a	$649	n/a	$749