2012 PAAC Annual Conference

The Art & Science of Public Affairs: The Message is the Medium

Date: May 29, 2012
Location: Borden Ladner Gervais LLP, Toronto, Ontario

In a crowded media world it takes hard work to make sure the audiences you care most about hear your message. How you develop it, how you manage it and how you deliver it can make or break the best-planned campaign.

This year’s PAAC Annual conference will focus on your public affairs message and the tools and techniques you need to be the best in the game!

Join the best practitioners in the business as they show you how to make the best of your message, deliver it effectively and ensure you stay on form.

07:30 Registration and breakfast
08:00 Keynote
Robin Sears
Senior Partner, Navigator Ltd.
09:00 Session 2 — Context is Everything
Paul Burns, Canada Gaming; Greg Wilkinson, Third Oak Associates;
Ryan Eickmeier, Real Property Association of Canada
When the things that define your issue are so often blurred in the public mind, you need to make sure the way you frame your message cuts through the clutter. Seasoned professionals will take you through the how and why of framing your message and show you why it matters in a wired universe.
10:00 Refreshment Break
10:15 Session 3 — Tried, Tested and True
Don Guy, Principal, Artisan Research & Communications Inc.
You’ve got a great message and a great “messenger”, but how to you know? Testing your message and enforcing rigorous message discipline can be the difference between success and failure. From politics to community relations, message discipline is the key to getting your story out there in a way that makes sense to your target audience.
11:45 Award of Distinction Luncheon
Carol Wilding, President & CEO, Toronto Board of Trade
13:45 Session 4 — Trends in Lobbyist Regulation
Linda Gehrke, City of Toronto Lobbyist Registrar; Lynn Morrison, Integrity Commissioner Province of Ontario; Elizabeth Roscoe, SVP Public Affairs, Hill & Knowlton
Death, taxes and regulation! One more thing public affairs professionals can count on is increased oversight. Jurisdictions across the country are either launching lobbyist registration programs r beefing up and refining what they have. Our panel will explain a changing regulatory environment and answer your questions.
14:45 Session 5 — Crisis Management and Communications in the Online Age
Anne Marie Males, The Scarborough Hospital; Fraser Kelly, Corpworld Group
Moderator: David Yudelman or Jim Robeson
With a 24/7 news cycle and more ways to reach and be reached, managing a crisis takes flexibility, discipline and a little creativity. What looks local can too quickly become national and global. Our panel will look at what you need to do when “it” hits the fan unexpectedly.
15:45 Refreshment Break
16:00 Closing session — The Political Panel
Kevin Flynn, MPP for Oakville; John O’Toole, MPP for Durham; Rosario Marchese, MPP for Trinity Spadina
Moderator: Andrew Pask
A PAAC tradition. Our political panel looks back at a year that has seen a majority, and a minority and considers what might be in store for Canada and Ontario in the next twelve months. Always informative, you won’t want to miss wit!
17:30 President’s Reception