Monday, February 25, 2019
REGISTRATION AND BREAKFAST
WELCOME AND OPENING REMARKS FROM THE CHAIR
8:30 – 9:30a.m.
Strategic Communications Using Digital Storytelling
Lori Last, Director, Marketing & Communications & Amy Noise, Manager, Marketing & Communications – Michael Smith Foundation for Health Research
Every organization has a story to tell but how do you do it in a way that is compelling for your stakeholders/audiences while at the same time meeting identified organizational goals? In the case of the Michael Smith Foundation for Health Research, one of its organizational goals was to be recognized as a leader with expertise and influence in the health research and life sciences ecosystem. To help achieve this goal, the communications teams identified two digital channels that would serve to tell the organization’s story in a unique and compelling way.
In 2015, MSFHR launched a digital magazine that took a journalistic approach to sharing the impact of health research funded by MSFHR. More recently, the organization launched a new blog, Forward Thinking, designed to showcase MSFHR’s expertise and highlight how the organization is thinking strategically about important and potentially sensitive issues facing the health research community.
9:30– 9:45 a.m.
NETWORKING REFRESHMENT BREAK
9:45 – 10:45 a.m.
Trolls, haters and nasty posts: How to tone down the trash talk on your City’s social media
Jan Enns, MA, Principal, Jan Enns Communications
Julie Rogers, Communications Manager, District of Sechelt
Are those nasty posts on your city’s (or public sector organization’s) Facebook page driving you crazy? Or those new social media pages created just to slam you? In the age of managing information online via Facebook and Twitter, how do you work with the new “citizen journalist?” Armed with an iPhone or tablet, they are providing their readers with their unique perspective on your programs, services and decision-making – sometimes unencumbered by a journalist’s code of ethics. Drawing on #Awesome examples, #FiveStar best practices and cautionary tales of #EpicFail, this workshop will refresh your toolkit to help you be better prepared for the negative Neds and Nancys – and all their friends. Learn how to identify these virtual voices in your community and steps you can take to manage your message.
10:45 a.m. – 11:45 a.m.
Managing multiple decision makers when it comes to communicating large infrastructure projects
Angela Salehi, Communications Manager, Capital Projects, TransLink
As Metro Vancouver’s regional transit authority TransLink is under intense scrutiny by the public and stakeholders to be transparent about decision making, reliable with service delivery and proactive with planning and engagement efforts. The role of communications is to juggle the needs of senior decision makers and expectations from the public. Every step of the way we aim to listen, provide access to meaningful information and build support with these key audiences.
The key factor in achieving success while delivering new services and initiatives is to communicate clearly about the complex network planning, infrastructure building and service delivery exercises to multiple levels of government, government organizations, internal executives and contractors well in advance of the public. This presentation will explore the opening of the Millennium Line Evergreen Extension and focus on how the management of multiple decision makers was both a challenge and opportunity to do great communications work.
11:45 a.m. – 12:45 p.m.
12:45 – 1:45 p.m.
Crisis Communications – How to take control when everything is out of control
Cynthia Lockrey, Lockrey Communications
Forest fires. Extreme Weather. Employee disruption. Every organization has a number of risk factors that could throw them into a crisis at any point. But how many have up-to-date crisis communications plans and trained staff who are able to respond quickly and with confidence? In this session we will explore your role in crisis communications in day one, the following days and wrapping up after the crisis is over. What key messages are needed when you know very little? Learn how to establish yourself as the authority and lead – and maintain it. You will gain insights on how to see and hear the things that can go sideways…and how to avoid them.
1:45 – 2:45 p.m.
The Golden Age for Short Form Video
Keegan McColl, Head, Distribution & Growth, True Calling
With appetites at an all time high for short form video, even the giants (Netflix, Amazon) are pushing shorter content in an effort to enter the mobile space. With Facebook, Instagram, Snap Inc and Youtube all offering monetization opportunities for creators, now has never been a better time to produce short form video for the web. This session will cover:
- Branded Content
- Multiplatform Content Strategies
- Video optimized for the feed
- Monetizing short form video
2:45 – 3:00 p.m.
3:00 – 4:00 p.m.
Advocacy in the Age of Avocado Toast
Jordan Bateman, Director of Communications & Marketing, Independent Contractors and Businesses Association
While crafting the message will always be the cornerstone of communications success, it’s just as important to properly work the media – whether it’s social media or mainstream reporters or our everyday supporters. ICBA’s influence in BC public policy development continues to grow, and it’s because we’re not afraid to take risks. See how a construction association uses every tool in our comms toolbox to push politicians and decision makers to our point of view.
4:00 – 5:00 p.m.
The New $6 billion cannabis industry – what communicators need to know for their organization
Peter Pilarski, MBC, Cannabiz Social
It’s not every day that a new industry with an already established $6 billion per year market is created. Unlike many fads that capture attention and quickly fade, the legalization of recreational cannabis in Canada will have a significant and enduring impact on our country. Peter will explore current trends in the cannabis industry and give predictions about the sector’s future. He will also provide you with what you need to know as a communicator for your organization. What should you be communicating to your clients and staff?
5:00 pm CONFERENCE CONCLUDES FOR THE DAY