Prove it! The magic of key message driven content
September 30 – Fredericton
October 2 – St. John’s
October 4 – Halifax
1:00 – 4:30 p.m.
Building on the “Kick Ass Communications Planning” morning session, this workshop will take a deep dive into the value of developing comprehensive and provable key messages using a recent Kelowna case study.
Like many other cities and towns across Canada and beyond, Kelowna, BC is experiencing an increase in homelessness (up 20% in the last two years.) Although homelessness is not a new phenomenon in Kelowna, it has grown and become much more visible in the last few years. Citizen satisfaction surveys over that time have shown a significant increase in concern about a variety of social issues, including homelessness and its perceived related impact on community safety.
The City of Kelowna put together a collaborative group of the main players (enforcement, homelessness services coordinating body, health, housing, and a variety of City departments) to tackle a coordinated community-wide communications strategy.
We knew that this was an emotional issue, but we also needed to rely on facts and evidence to help build understanding.
In this session, I’ll beat down the idea that key messages are slogans or talking points and celebrate the power of the proof!
We’ll discuss the value of having key message themes, but the need to articulate the ideas through proof points. A full key messages deck (including the juicy proof points) for this project will be provided as a takeaway.
Glenna Cross, ABC, MC was the facilitator of the collaborative group.
Glenna Cross, ABC
President, Cross Wise Communications Ltd.
Cross Wise Communications, now based in beautiful Kelowna BC, focuses on building capacity for communicators through teaching communications planning, communications organizational design and structure, recruitment of communicators, definition of appropriate service offers, and communications audits. Her consulting work includes significant experience in municipal government as well as post-secondary education, the private and not-for-profit sectors.
Glenna leverages practical experience gained in nearly 20 years of agency, public sector and private sector leadership, and now 20 years as a consultant to build content for her sessions. And, she brings a basket of examples, stories and lessons learned (not all the easy way!) to every speaking opportunity. Glenna has been a frequent speaker at IABC events and conferences and the Municipal Communicators Conference. She revels in the spirit of sharing best practices and collective learning in these environments.
Glenna’s credentials include a Bachelor of Commerce in Marketing, the first-ever Master of Communications Studies from the University of Calgary, professional accreditation (Accredited Business Communicator) and the honorary Master Communicator designation. She is the proud winner of two IABC Gold Quill Awards of Excellence and the IABC Business Issue Award.