Communications/Public Relations
Communications and public relations can make or break a university's reputations. Stay on top of the best strategies and practices in this track!
Session descriptions and speaker biographies are all listed below. Read what's in store, then scroll down to the bottom of the page and sign up for the sessions that interest you most.
Session One: Sunday, June 4 , 10:30 a.m. - 12:00 p.m.
CONVERGENCE SESSION:
Podcasting and Other "Web 2.0" Media: Using the New Communications Tools
Download this presentation
New media evolves at such a rapid pace that it's often hard for communications professionals to know where to focus their energies. Among the communications offices that are moving towards an increased use of "Web 2.0" tools are UBC (podcasting public lectures and RSS news feeds) and the University of Western Ontario (campus blog directory, photo-streaming, and more). The two presenters will discuss the strategic use of these new tools and demonstrate specific uses in academic and other settings.
T. Robin Sutherland
Web Coordinator
University of Victoria
Robin Sutherland was Senior Web Designer for Communications and Public Affairs at The University of Western Ontario and was responsible for web design and development at Western for over five years. During this time he led the design and development of the University's web presence, and collaborated with several units to develop more interactive and feedback-driven ways for engaging target audiences on the web. Most recently Robin has worked with campus news and media relations to develop weblogs for feedback on stories, and podcasting in conjunction with Western's School of Journalism. In March, Robin joined UVic Communications as Web Coordinator.
Rob Wilson
Manager, Web Communications, Public Affairs
University of British Columbia
Rob Wilson is the Manager, Web Communications for UBC Public Affairs. His primary role is in working with other campus units to develop a comprehensive web communications strategy for UBC. As part of this work, Rob is leading the move toward offering an enterprise web content management system (CMS) to units across UBC. Rob also directs UBC Public Affairs’ web common look and feel (CLF) initiative, and guides the ongoing development of key university-wide web tools (www.maps.ubc.ca, www.directory.ubc.ca, www.liveat.ubc.ca). In addition, Rob also provides consultation services to faculties and departments on their major web redevelopment projects.
Session Two: Sunday, June 4, 1:30 p.m. - 3 p.m.
CONVERGENCE SESSION:
Who Says You Can’t Write That Story?
The best magazines connect with their readers with well-told stories that provoke them, touch their emotions, and sometimes make them uncomfortable. All too often, though, alumni magazines and other campus publications shy away from reporting on controversial events, or are so wary of offending anyone that the end result is bland and not compelling. Tina Hay, editor of the multi-award-winning alumni magazine The Penn Stater, will address how you can take on meatier topics -- and, once you've made the decision, how you can reassure your boss (and theirs) that they can handle the reaction your article may stir up.
Tina Hay
Editor, The Penn Stater Magazine
Tina Hay is editor of The Penn Stater, the bimonthly magazine of the Penn State Alumni Association - at 156,000 members, the largest dues-paying alumni association in the United States. Under her leadership the magazine has won more than 75 national awards. She is a frequent speaker at the U.S. national conference of alumni magazine editors, sponsored by the Council for Advancement and Support of Education, and has twice co-chaired the conference. Before joining The Penn Stater, she spent 13 years as external relations coordinator for Penn State’s College of Health and Human Development. Earlier in her career she covered news and sports for a pair of State College, Pa., radio stations. She is single and lives with three cats: Harry, Hannah, and Mollie.
Session Three: Monday. June 5, 8:30 a.m. - 10:00 a.m.
CONVERGENCE SESSION:
MetroMetrix: Evaluating Performance in Public Affairs
Download this presentation
In an era of accountability, we’re expected to deliver on our objectives in communications and show how we delivered. We all know that counting web hits and media mentions aren’t the way to go; even tracking positive-tone messages isn’t enough. How do we measure other important benchmarks like forging relationships and avoiding bad media coverage? Caroline Robertson, principal in Ottawa-based Ingenium Communications who has advised several government departments post-Gomery, will discuss a simple-to-understand but sophisticated methodology, entitled the Results MapTM, for thinking about performance evaluation from the get-go in your strategy design.
Caroline Robertson
Principal, Ingenium Communications
Caroline Robertson is a communications and marketing expert specializing in the areas of strategy development and evaluation. She provides consulting services in the areas of communications, marketing, evaluation and Web products to a range of clients across the public and private sectors. Ms. Robertson is a core trainer for the Canada School of Public Service and also delivers customized workshops and retreats for dozens of clients including the University of Ottawa, the Canadian Institute, the Canadian Public Relations Society and the Communications Community Office. Caroline recently published a top-selling Web Strategy Guide through the International Association of Business Communicators (IABC). Prior to opening her consultancy in 2001, Ms. Robertson served in a variety of senior communications roles at Nortel Networks, Ottawa Economic Development, the Canadian Medical Association and several federal government departments.
Session Four: Monday, June 5, 10:30 a.m.- 12:00 p.m.
CONVERGENCE SESSION:
How to Market a Product in an Ethical Manner
Guy Laflamme, the professor responsible for the “Making Niger Our Business” project at the University of Ottawa, and seven of 170 marketing students who worked on the project will soon see first-hand the fruits of their labour. Aimed at promoting increased ethical awareness in marketing practice, the project asked the students to develop and implement strategies for a humanitarian aid campaign on behalf of the people of Niger. The result was $250,000 worth of contributions in kind, in the form of more than 6,906 pounds of medical equipment sent to Niamey by ship, and cash donations of $40,000. Their thousands of hours of work are not only being transformed into hope and an improved quality of life for people in Niger; above all, they are proving that business education can nurture integrity and social awareness. Using this project as a case study at the CCAE conference, he’ll bring his passion and experience to show how social marketing techniques can be used to enhance the reputation of your institution.
Guy Laflamme
Vice-President, Marketing and Communications
National Capital Commission
Guy Laflamme is specialized in marketing cultural, recreational and tourism products with 20 years experience in the field. Presently, Vice-President of Marketing and Communications for the National Capital Commission, he is responsible for promoting Canada's Capital Region across the country. Guy Laflamme is also professor of marketing at the University of Ottawa’s undergraduate program and Executive MBA program Previously, he was Director of Marketing, Communications and Customer Service, at the Casino de Hull. Guy Laflamme holds a Master's in Business Administration (MBA), Marketing concentration, from the University of Ottawa, as well as a graduate diploma in Commerce, Administration and Finance from the École supérieure de commerce in Grenoble. He has also completed a diploma in Broadcasting from the École des animateurs de radio-télévision in Quebec and holds diplomas in Teaching and Geology from Laval University and the University of Ottawa, respectively. Mr. Laflamme received the Trudeau Medal in September 2005 from the School of Management of the University of Ottawa. In April 2004, he was voted Marketing-Communications Personality of the Year, at the Stratège Awards Ceremony held at the 13th Personality of the Year Gala of the l 'Association marketing de Montréal (AMM). He was also named tourism person of the year in 2000 for the Outaouais region and for Ottawa in 2002.
Session Five: Monday, June 5, 1:30 p.m. - 3:00 p.m.
Crisis Communications: Lessons Learned
Download this presentation
When the proverbial hits the fan, public affairs professionals are in the hot seat. How can we help senior administrators make the right communications decisions? What do we do when they don’t listen or when we all make mistakes? Two of the biggest communications crises of the past year were the near-riot by revelers (not all from Queen’s) during Homecoming weekend; and the football hazing incident at McGill last fall. Both incidents are still having repercussions. Communications leaders from McGill and Queen’s will present how they handled the crises, and promote discussion with participants about situations from your campus.
Jennifer Robinson
Associate Vice-Principal, Communications,
McGill University
Jennifer Robinson is a journalist, editor and communications professional with experience in the media and communications industries. She joined McGill as Associate Vice-Principal (Communications) in February 2004.
Ms. Robinson directs McGill’s public relations and communications programs and a team of professionals responsible for the University’s communications activities including award-winning publications such as The Reporter and the McGill News. She also oversees advancement communications and the development of new publications and communications activities, including the University’s new research magazine, Headway (En Tête in French).
Fluently bilingual in French and English, Ms. Robinson is best known as a journalist and editor. She has 25 years of media and senior management experience. She is a former editorial page editor, associate editor and columnist at The Gazette in Montreal, where she specialized in political and public policy issues at the provincial and federal levels. Prior to joining McGill, she was a senior consultant at Canada's largest public relations firm, National Public Relations, based in Montreal.
Anne Kershaw
Director of Communications and Public Affairs
Queen's University
Anne Kershaw oversees the Queen’s Gazette newspaper, the Queen’s Alumni Review and the University’s News and Media Services program.
Before arriving at Queen’s, she was a national award-winning journalist and worked as City and Region Editor and Editorial Page Editor at the Kingston Whig-Standard.
Anne has won numerous national writing awards and co-authored the book Rock-a-bye Baby: A Death Behind Bars, expanded from a magazine piece that was nominated for a Governor General’s Award for meritorious public service journalism and awarded the President’s Medal (University of Western Ontario). She has also been a contributor to Quill and Quire, Equinox and Ms magazines and attended Queen’s law school as a recipient of the prestigious Louis St. Laurent journalism fellowship. In 2003, her proposal for a Media Fellowship on Drug Discovery and Development at Queen's was endorsed by CASE. In 2002, her Communication's group won the CASE bronze medal for its media and public affairs program; a gold medal from the Canadian Council for the Advancement of Education (CCAE) for best media program; and in 2003, a gold medal from CCAE for Best University Newspaper.
Session Six: Monday, June 5, 3:15 p.m. - 4:45 p.m.
From the President to the Cleaner: Internal Communications
Your senior management may know where they want the university to go, but does anyone else? This session will explore the role of internal communications in informing employees at all levels about the goals and activities of an organization, in order to achieve the organization's goals. Ms. Schwinghamer will focus on the factors to take into account when you're getting started with an internal communications strategy. Ms. Patell-Parneri will discuss ways to engage large scattered communities of employees with very different cultures, from the cleaner to the president.
Diane Patell-Pernari
Director, Employee Communications
Canada Post
Diane Patell-Pernari is the Director, Employee Communications, for Canada Post. Diane is responsible for the advancement of communications and the development of internal employee communication through a variety of media, including award-winning print publications, broadcast television, video production, face-to-face forums, electronic messaging and the Intranet. She is also responsible for overseeing presidential communication. She has led teams in the delivery of complex communication programs including crisis communication, negotiations and contingency planning. She has over 18 years professional experience at Canada Post including change management, strategic communications planning, labour relations and systems research and development.
Karyn Schwinghamer
Communication Officer, the Senate
Before joining the Communications Directorate of the Senate of Canada in 2005, Karyn Schwinghamer was a consultant for federal clients such as the CBC, the Council of Ministers of Education Canada, Environment Canada, FINTRAC, Infrastructure Canada, Indian and Northern Affairs, National Archives and Library of Canada, Canada Post, DFAIT, CMHC, the Association of Universities and Colleges of Canada and the Department of Justice, primarily in corporate communications. She also spent 11 years at the Canadian Broadcasting Corporation working as Head, Management Training and Manager, Employee Communications.
In addition to her corporate communications background, Ms. Schwinghamer also has a background in management training, in tv arts & entertainment training and in film and television production.
She was featured in the February/March 2004 issue of Ottawa City Life and was interviewed by CBC-TV News in February 2004 for a feature on work and technology.
Session Seven: Tuesday, June 6, 9:00 a.m. - 10:30 a.m.
What If I Gave a Media Training Seminar and No One Came?
How can we use our in-house resources in Public Affairs to help faculty talk to the media so that they are satisfied with the results? Carleton University’s Department of Communications, in tandem with the School of Journalism, provides professors with media training. Media Relations Officer, Lin Moody, and Journalism Professor, Mary McGuire, will discuss their aims, demonstrate the process, and will foster lots of discussion with audience participants.
Lin Moody
Media Relations Officer, Carleton University
Lin Moody has been the Media Relations Officer at Carleton University since 2002. She has created and facilitated numerous communication workshops for faculty, staff, and students. After graduating from the Carleton Journalism program, she worked with CBC Radio and TV for 15 years as an Executive Producer, Producer, and on-air host. Lin co-created Infotape, the national syndication system for CBC Radio, and produced many documentaries for programs such as Sunday Morning.
Mary McGuire
School of Journalism and Communication, Carleton University
Mary McGuire is an Associate Professor of Journalism at Carleton University who teaches broadcast and online journalism. Before coming to teach at Carleton in 1990, she worked for CBC Radio News for a decade in Whitehorse and Ottawa on Parliament Hill. She gives workshops to professional journalists and others on writing for the Web and using the Internet as a reporting tool. She has co-authored The Internet Handbook for Writers, Researchers and Journalists.
Please indicate which sessions you may be interested in attending so we can select the right rooms.
