Professional Development Series
Corporate responsibility communicators: From the back room to the front line
While much energy has been devoted to improving corporate responsibility (CR) communication, less attention has been paid to the effectiveness of professional CR communicators themselves. Many communicators craft messages designed to convince, cajole or charm their audiences, but when it comes to inspiring responsible behavior and affecting change, without solid research and a clear understanding of mutual benefits these messages will fall on deaf ears.
This interactive presentation will explore:
• CSR tools that advance your organization in the long-term
• Practices of a good CSR communicator
• The daunting challenges and exciting opportunities of the emerging CR communication profession
• The trials and triumphs of overcoming denial, fear, ignorance, skepticism and, especially, organizational inertia
• Building change from the inside out
Tuesday, November 25th
The Westin Nova Scotian Hotel, Harbour Suites; 1181 Hollis Street, Halifax
Registration: 11:30 a.m.
Session: 12 - 1:30 p.m. (lunch will be served)
Rick Petersen is head of the corporate responsibility practice of NATIONAL Public Relations, which was recently ranked among the Top 10 in the world for communications firms by Corporate Responsibility Officer magazine. Described in a recent issue of Marketing magazine as “one of the world’s leading experts in corporate responsibility,” Petersen serves on the advisory board for the Conference Board of Canada's annual Carbon Disclosure Project and is the author of the Capital Markets and Sustainability report for the National Round Table on the Environment and the Economy. He is also responsible for the Tremblant Forum on Corporate Responsibility and Sustainability, an annual international conference. Petersen’s articles have appeared in Corporate Governance Quarterly, Marketing, and the book, Sustainable Development & Communications.
Cost:
CPRS members - $25
Non-members - $45
Student CPRS members - $15
Student non-members - $20
RSVP by Friday, November 21, 2008 to Pat Brownlow at pbrownlow@ns.sympatico.ca.
To simplify and expedite the registration process, please include full contact
information and indicate whether you are a CPRS member, non-member, or student
member/non-member.
Payment must be made at the door by cash or cheque made payable to the Canadian
Public Relations Society (Nova Scotia). No shows will be billed and cancellations
must be made by Friday, November 21, 2008.
Parking will be provided at the Westin Hotel at a reduced rate.
Thank you to our organizational sponsors:
MT&L Public Relations, The Westin Nova Scotian Halifax, CNW Group, AVW Tel Av Audio Visual
Solutions, Precision Photography
Tune In To Our 2008/9 WebN’R Series
This fall, CPRS National is meeting technology head-on, launching a five-part WebN’R Series, highlighting six outstanding, award-winning public relations campaigns from among the 2008 CPRS NATIONAL AWARDS OF EXCELLENCE submissions.
“For years, we have been applauding the winning submissions of the Awards of Excellence,” stated CPRS President, Derrick Pieters APR, FCPRS. “Although important to acknowledge, we believe we can bring added value to our membership by having a number of practitioners actually discuss the planning and implementation of the projects their submissions were based upon. If the strategies and execution of each project is shared, it can only benefit the profession by injecting new ideas into the fold.”
Presenters will outline how they utilized the RACE Formula (Research, Analysis, Communication and Evaluation) as they developed and set their public relations programs and projects in motion; the positive and negative results encountered; and the reactions from their respective audiences.
Derrick underlined that a great deal of time and effort went into the projects. “Some of these ideas are so unique and creative -- informative learning tools -- that they may act as prototypes for our members when they consider developing programs for their own companies and organizations.”
The WebN’Rs will take place monthly, on five selected Thursdays, 2:00 p.m., Eastern Time. Viewers should schedule 90 minutes per session (60 minute presentation; 30 minutes Q & A). The December WebN’R may run longer, considering there will be two presenters.
Date: Thursday, September 18
WebN’R: Nestlé AERO: 'Guys Just don't Get It’
Presenter: Daniel Tisch, APR, President, Argyle Communications
Media Relations - Gold Award
Date: Thursday, October 16
WebN’R: Internal TV Ad Launch – 2008 Social Marketing Program
Presenter: Julie Trites, Communications Advisor, Workers' Compensation Board of Nova Scotia
Internal Communications – Bronze Award
Date: Thursday, November 13
WebN’R: SAFE WORK: Promoting a Culture of Safety and Health in Manitoba
Presenter: Jim Kingdon, Managing Partner & CEO, ChangeMakers Marketing Communications
Advocacy and Social Marketing - Gold Award
Date: Thursday, December 11
WebN’R: a) Toronto Hydro Talk Box
Presenter: Catherine Parry, Marketing, Communications and Public Affairs Director, Toronto Hydro-Electric System Limited
WebN’R: b) STU (Saint Thomas University) Survival Guide
Presenter: Joel Levesque APR, FCPRS, Vice President, Public Affairs, Moosehead Breweries Limited
Electronic & Interactive - Gold Award (tie)
Date: Thursday, January 15, 2009
WebN’R: Barb's Blog
Presenter: Derrick Pieters APR, FCPRS, Director of Communications, Prairie Region, Department of Justice Canada
Social Media – Gold Award
CPRS encourages people to observe the WebN’Rs in groups, as this often stimulates an informative dialogue subsequent to the event.
Please register at the CPRS website. The cost per session is $65 for members; $75 for non-members. Should conflicts arise, and a WebN’R cannot be seen at the actual time it is aired, viewers can register on the CPRS website following each WebN’R, to watch at their leisure. (http://www.cprs.ca/ProfessionalDevelopment/e_webinars.asp)
We trust you will book the dates into your calendars, now. As a reminder, notices of each WebN’R will be sent to members directly, prior to each event.
Looking forward…
The deadline for the 2009 Awards of Excellence submissions is March 30, 2009, 5:00 p.m. ET.
The 2008/09 CPRS WebN’R series is generously sponsored by CNW Group.
