2013 calgary web by Shawn Wernig

2014

ALBERTA COMMUNICATIONS

FORUM February 24 & 25, 2014

Calgary Marriott Downtown Hotel 110 9th Avenue SE Calgary, Alberta

Early Bird Rates Until January 31, 2014 • Book Online - www.abcommsforum.ca

2014

ALBERTA COMMUNICATIONS

FORUM February 24 & 25, 2014 Calgary Marriott Downtown Hotel 110 9th Avenue SE Calgary, Alberta

FEBRUARY 25 BONUS WORKSHOPS

Shut Up and Listen: Engaging Stakeholders During a Crisis Event Web Writing With Style

Alberta’s communications professionals conference SUPPORTED BY:

2014

February 24 & 25

ALBERTA COMMUNICATIONS

FORUM

Calgary Marriott Downtown Hotel 110 9th Avenue SE Calgary, Alberta

ABOUT SWANSEA COMMUNICATIONS We are a dynamic marketing and communications firm with a myriad of experience and skills which combine to provide clients unparalleled service. Communication is at the root of who we are as a species; it is what sets us apart from all other creatures in this world and is the force that carries us from moment to moment. Our goal is to offer a conference experience that will educate, inspire and enable professional communicators from various industries through an environment of professional networking to benefit both delegates and speakers alike. We are excited to have you join us and hope you return year after year. Please call 1.855.688.0189 or email us at info@swanseacommunications.com. You can also find out more about us at www.swanseacommunications.com. SummersDirect and Swansea Communications have joined forces to present the 2014 Alberta Communications Forum. Through SummersDirect’s past experience in creating relevant and engaging conferences and Swansea Communications’ current involvement in the communications field you’re sure to love the end product; an event with quality speakers, tools and techniques you can take away and use, case studies you can relate to and most of all VALUE. Together we want to build a long-lasting relationship with you!

FORUM SPONSORS

The International Association of Business Communicators (IABC) is a worldwide network of communicators committed to the highest organizational communication standards. With more than 15,000 members in 80 countries, IABC is recognized as the professional association of choice for communicators who aspire to excel in their chosen fields. IABC/Calgary is the largest professional association for Calgarybased communicators, public relations practitioners and students. It boasts more than 700 active members and is the second largest chapter in the world. IABC is recognized as the professional association of choice for communicators who aspire to excel in their chosen fields. For more information, please visit us at http://calgary.iabc.com.

Marketwired™ is a social communications leader offering best-in-class news distribution and reporting and state-of-theart social media monitoring and analytics. Founded in 1983, Marketwired has always been a company of firsts- first to deliver news releases automatically to registered recipients and first to provide a multi-featured desktop client interface. We put the power of influence to work for our clients—integrating search engine insight and social media intelligence into press release distribution on one convenient social communications platform.

2014 ALBERTA COMMUNICATIONS FORUM • February 24 & 25, 2014 www.abcommsforum.ca • 1.855.688.0189

CPRS Calgary, formed in 1958, is the local Member Society representing some of the brightest and most talented communications professionals in the city. CPRS Calgary strives to support public relations professionals at every stage of their career. We host an outstanding schedule of professional development events September through June with something for every level and area of interest. For experienced practitioners seeking peer acknowledgement of their capabilities, there is a rigorous accreditation process (APR) along with local professionals willing to provide assistance and support. CPRS Calgary is proud of its increasingly strong student membership with increased participation on the board, attendance at professional development events targeted specifically for students as well as those for practicing professionals, and in the mentorship program.

PROGRAM FEB

24 8:00 AM

Registration February 24

8:45 AM

Welcome & Opening, Remarks From the Chair Kathleen Bell

Conference Chair President, IABC/ Calgary

9:00 AM

Crisis Communications from the Executive Suite

In today’s era of crisis response it has become increasingly more important for leaders to be definitive in understanding and exercising their communications accountabilities. Part of that role is about executive level management, part of it is about corporate leadership; all of it is shaped by the counsel provided by their communications professionals. In this session John Larsen, nationally recognized crisis communications expert and IABC Master Communicator, will explore the imperatives of crisis communications from the executive suite, and how we can help prepare our leaders for the ‘eye of the storm.’ It will outline the unique aspects of crisis communications and clearly define the executives’ value proposition during crisis. It will also address some of the decision making bias CEOs often bring to the table when making decisions around communications. When and how should the CEO get involved? What should they speak to? How should they present emotion, facts and apologies?

John Larsen Senior Vice President Global Public Affairs

John Larsen, ABC, MC, has worked on critical communications projects around the globe holds formal United Nations accreditation as an expert on major event security communications. John has a Master’s Degree in crisis communications, has lectured at four Canadian colleges and universities, and teaches crisis communications at Mount Royal University in Calgary. He is the senior reserve officer in the Canadian Forces Public Affairs Branch. With IABC, John is on the Ethics Committee for IABC International, and he co-wrote the chapter on government relations for the current edition of the IABC Handbook. John was also the 2012 recipient of the IABC Master Communicator award.

10:00 AM

Networking & Refreshments

10:15 AM

Delivering a Community Involvement Program that Engages Employees

We don’t just work in the communities where Nalco Champion operates – we live there too. Learn how Nalco Champion partnered with its employees to support their volunteer and charitable efforts while achieving its community involvement vision. The result was a Gold Quill award-winning program that improved employee morale/ work-life balance, provided opportunities for teambuilding and skill enhancement, and enhanced company reputation/brand awareness with its customer base and local communities.

Renee Hammill Corporate Communications Specialist at Nalco Champion

2014 ALBERTA COMMUNICATIONS FORUM • February 24 & 25, 2014 www.abcommsforum.ca • 1.855.688.0189

Renee Hammill is a Corporate Communications Specialist at Nalco Champion, an Ecolab Company, where she is responsible for the internal communications function in Canada. She was instrumental in launching the company’s Corporate Community Involvement program in 2012, and continues to manage the program for their 500 Canadian employees. Prior to joining Nalco Champion, Ms. Hammill worked for a PR agency helping clients across all industries in the areas of corporate communications, event management, media relations and issues management. She was a freelance writer for SAIT Polytechnic from 2008 to 2013, and holds a Bachelor of Applied Communications, Public Relations from Mount Royal University.

PROGRAM FEB

24 11:15 AM

Telling Your Story Without Boring Everyone to Death With Corporate-Speak

Why waste your time writing something that nobody’s going to read? Sure, you’ve fulfilled your mandate to get the story out about that very interesting corporate program – but if the story itself isn’t very interesting, what’s the use? It can be a challenge to inject life – and interest – into some of the corporate topics we’re charged with communicating. We’ll talk about ways to optimize your writing to give your readers the goods they want – while sprinkling your key messages throughout in an interesting, engaging, readable way.

12:15 PM

1:30 PM

Sue Ridewood’s love of the written word runs deep. As a kid, she used to play “journalist,” and as an adult, she has written, edited and managed a variety of award-winning publications for both internal and external audiences.

Sue Ridewood ABC, Freelance Communications Consultant

She has taught college-level courses in writing, editing, and communications and special event planning, and is a trained focus group moderator. A freelance communicator for almost 20 years, Sue offers her corporate clients writing, editing and project management with a strong strategic focus. She is accredited by the International Association of Business Communicators.

Networking Lunch Thou Shall Know Thy Audience: Using Archetypes to Humanize Audience Data Nadine has been a communications professional since graduating with a degree in the field from Simon Fraser University in 1997. She has since had a diverse career in the legal services business, nonprofit sector, and oil and gas industry.

What would you be more likely to remember? Average age: 45, Predominant gender: male, Work schedule: seven days on, five days off, Leadership ratio: 1 leader to 200 employees, Access to computer: limited Or… Bob is a 45 year-old leader, with about 200 employees in his area. He’s always concerned about their safety and does his best to balance that with making their production target. He flies into his work site and stays for seven days before heading home for five days off – which he fills with family activities, fishing and tinkering on his collector car. Those seven days on site are intense and Bob rarely finds a moment to log in to his computer to check email or see what’s happening in the rest of the company. Learn how the communications team at Suncor translated their employee data and demographics into archetypes, also known as personas, to aid in communications planning. The archetypes help communicators with the fundamental principle of knowing one’s audience by bringing data to life with names, faces and stories. Find out how they developed this scalable tool, how it’s used and what they would do differently if they had were to build their “neighbourhood” over again.

2014 ALBERTA COMMUNICATIONS FORUM • February 24 & 25, 2014 www.abcommsforum.ca • 1.855.688.0189

Nadine Pettman Manager, Employee Communications Suncor Energy

As the Manager of Employee Communications for Suncor Energy, Nadine and her team are responsible for developing and implementing strategies and tactics to engage employees in the company’s complex business. Nadine is the recipient of an IABC Gold Quill Award for her previous employer’s workplace United Way campaign as well as a Silver Leaf for Suncor’s new employee magazine. She became an Accredited Business Communicator in 2008. 2013 was also a very busy year for Nadine as she and her team received two Gold Quills (one merit and one excellence) as well as an IABC Gold Quill Best of the Best award.

PROGRAM FEB

24 2:30 PM

Thoroughly Modern Maestro: Marketing a Classic in the Digital Age

The Calgary Philharmonic Orchestra has transformed itself into the elite position of being one of the very few orchestras in North America to operate without debt. A decade ago it was a very different tale. Exploring marketing at a major non-profit organization with the CPO’s Marion Garden, Director of Sales & Marketing, you’ll come away with insight on arts strategies including: • Debt-Burdened to Debt-Free: Same orchestra, new mindset. • Keep It Classy: Attracting younger audiences without alienating loyalists. • The William Tell Principle: Hitting your target. • The ABC’s of Classical: AC/DC, Beethoven, Chantal Kreviazuk

Marion Garden Director of Marketing and Sales at Calgary Philharmonic Orchestra

Marion Garden is the Calgary Philharmonic Orchestra’s Director of Sales & Marketing. Born and raised in Alberta, a gap-year adventure to the UK evolved into a 21-year stint in London, where she acquired an appreciation for Arsenal Football Club and a good cup of tea. Former roles include fighting fires for Alberta Forest Service, Marketing Manager for an international soundtracks label, Deputy Editor at a British rock music magazine and most recently, Marketing Manager at Fairmont Hot Springs Resort. Marion graduated from Birkbeck College, University of London with a First Class Media & Humanities degree, along with a Diploma in Media Practise.

3:30 PM

Networking & Refreshments

3:45 PM

The Flood is Imminent – Staying Afloat with Social Media

On June 20 2013, Calgary experienced the worst disaster in the city’s history. After days of heavy rainfall, the Bow and Elbow rivers swelled leading to catastrophic flooding and tens of thousands of Calgarians evacuating their homes. During the flood the city also suffered a blackout of information, which is where the Calgary Police Service stepped up using social media. Taking to Twitter, Facebook, You Tube and Flickr, the CPS’ Digital Communications Unit spent the next several days tirelessly typing. Sean Stephenson, Team Lead of the Digital Communications Unit, shares his team’s experiences during the crisis as well as what was learned from #yycflood.

4:45 PM

Sean Stephenson Digital Communications Team Lead Calgary Police Service

Sean Stephenson is the Team Lead of the Calgary Police Service’s Digital Communications Unit. With over 10 years of experience as a Writer/Producer for various commercials, videos and nationally broadcast television shows, Sean brings a “Content is King” approach to social media. Joining the Calgary Police Service in 2012, Sean now leads a team of content creators who carry CPS into the digital age.

Closing Remarks

2014 ALBERTA COMMUNICATIONS FORUM • February 24 & 25, 2014 www.abcommsforum.ca • 1.855.688.0189

WORKSHOPS FEB

25 9:00 AM - 12:00 PM

Shut Up and Listen: Engaging Stakeholders During a Crisis Event

Until recently, crisis communication channels generally consisted of unidirectional information delivery via spokesperson, television, radio and bulletin board. The rise of social media provides the organization with a new bidirectional channel of communication: utilizing Twitter, online forums and other social media tools, the organization can disseminate official information to the general public directly and quickly. But organizations can also utilize social media to gather information, either through direct comment by a user or indirectly through monitoring of online forums, discussion groups and other social media sites, to partner with the general public to provide a more effective crisis response. The challenge for communication professionals is to develop a protocol that provides for sufficient confidence in information delivered through social media channels – information that is relevant, accurate and concise – to allow the communications team to embrace these sources and escape the existing information delivery paradigm.

Andrew Stuckey is a seasoned Communications and Media Relations professional and the managing partner of StarNorth Communications, a small agency specializing in organizational communication.

Andrew Stuckey Managing Partner, StarNorth Communications

Andrew’s media experience includes ownership and publication of two community newspapers in Southern Alberta (1999 – 2004) and more than 15 years in a senior editorial capacity at weekly and daily newspapers across Canada.

Join Andrew Stuckey, an experienced Crisis Communications and Media Relations practitioner, in a hands-on workshop that will explore through discussion, case study and group activity how both public- and private-sector communication teams can develop protocols to take advantage of two-way synchronous communication and better engage stakeholders and audiences as the organization effectively resolves a crisis event.

1:00 PM - 4:00 PM

Much of his professional career has been spent in the public sector, working in management capacities within local government, education and tourism earning him letters of commendation and, more importantly, referrals to other organizations when issues management became a paramount concern.

He has also served as a volunteer firefighter, where in addition to regular firefighting duties, he was the Public Affairs Officer. A former stand-up comic, Andrew brings an entertaining and informative style to his presentations.

Web Writing With Style

The web has changed everything, including writing. Backlit screens are harder on the eyes than paper. People are starved for time and distractions are but a click away. Long form doesn’t suit a sound bite universe. The inverted pyramid has been turned on its head - on the web you need to get to the point! At this informative, fun and interactive session you’ll learn: • How to write headlines that drive clicks • How to keep your readers on site • How to craft a reader-centric editorial calendar • The best tricks to keep them on the page and engaged • How to adapt corporate writing to a more casual, web-friendly tone • To avoid repurposing news releases and boilerplate copy • To add eye candy with multimedia • Why deep coverage is best buried in hyperlinks • Why lists make everyone happy • To tell the audience what they want to hear versus what you want to say (while embedding your key messages) • Why long tail content is your secret SEO weapon • How to measure success and adapt your editorial program over time

2014 ALBERTA COMMUNICATIONS FORUM • February 24 & 25, 2014 www.abcommsforum.ca • 1.855.688.0189

Doug Lacombe President, Communicatto Inc.

Principal Doug Lacombe was one of the first in Canada to publish a daily newspaper to the web in 1995 (the Saskatoon StarPhoenix). He went on to study web publishing in his University of Saskatchewan MBA program, then went around the world consulting with some of the largest international newspapers on how to publish online. Upon his return to Canada, Doug took on national business marketing for TELUS Mobility, adding mobile/wireless skills to his portfolio. Later he went on to manage western Canada for Canada Newswire. In 2009 Doug founded Communicatto to help Canada’s largest and most prestigious companies excel in digital marketing. Doug is a senior digital marketing and PR professional with over 24 years experience in media (newspapers), web publishing, software (publishing systems), telecom (wireless data and voice), and newswire services. Doug has a BA in psychology and a MBA from the University of Saskatchewan.

ALBERTA COMMUNICATIONS

FORUM

February 24 & 25, 2014 Calgary Marriott Downtown Hotel 110 9th Avenue SE, Calgary, Alberta

Package

Early Bird

Communications Forum & 2 Workshops

$899

$999

Communications Forum & 1 Workshop

$699

$799

Communications Forum Only

$449

$549

Workshop Only - Morning

$299

$349

Workshop Only - Afternoon

$299

$349

IABC/CPRS Member Communications Forum & 2 Workshops $849

$949

IABC/CPRS Member Communications Forum & 1 Workshop

$649

$749

IABC/CPRS Member Communications Forum

$399

$499

IABC/CPRS Member Workshop - Morning

$249

$299

IABC/CPRS Member Workshop - Afternoon

$249

$299

(Before January 31, 2014) Regular

Early Bird Deals are available until January 31, 2014.

2014 ALBERTA COMMUNICATIONS FORUM February 24 & 25, 2014 Calgary Marriott Downtown Hotel 110 9th Avenue SE, Calgary, Alberta

CANCELLATION & REFUND POLICY

VENUE & RESERVATIONS

Substitution of delegates is permissible without prior notification. Refunds will be given for cancellations received in writing no later than 10 days prior to the conference date subject to an administration fee of $200 plus $10 for GST. After this time, you are liable for the full registration fee even if you do not attend the conference. If you register during this 10 day period, you are also liable for the full fee. Swansea Communications reserves the right to change program date, meeting place or content without further notice and assumes no liability for these changes.

Calgary Marriott Downtown Hotel 110 9th Avenue SE, Calgary, Alberta Reservations will be made by individual attendees directly by calling Toll Free Room Reservations:1.888.236.2427. Ask for the best available rate.