|
Day
One: October 27, 2003 |
| 8:30
|
Registration
and Continental Breakfast |
| 9:00 |
Keynote
Address: Developing Effective Communication Strategies to Accommodate
Diverse Needs
In government, developing and implementing effective messages
and communications strategies has often been downplayed or totally
overlooked. Yet, the strategic use of messages, public affairs,
and communication tactics is vitally important for achieving most
government missions today. Addressing the unique needs of government
agencies, listen as the Executive Director of Communications Canada
discusses the integrated role communication plays in achieving agency
mission.
Guy McKenzie, Executive Director, Communications
Canada* |
| 9:45 |
Step
1: Identifying the Role of Communications in Achieving Agency Program
Objectives and Outcomes
Using a Logic Model methodology, develop a clear set of goals, objectives,
and program outcomes in order to develop an effective communications
strategy. Identify effective performance measures and strategies
that link resources to results and gauge the effectiveness of your
communications plans.
Carl DeMaio, President, The Performance Institute;
Senior Fellow, Reason Foundation
Felipe Monroig, Director of External Affairs, The
Performance Institute |
| 10:45 |
Break |
| 11:00 |
Step
2: Defining, Segmenting and Targeting Your Agency’s Audience
Government agencies are challenged to move beyond broadly publicizing
their agency’s cause to targeting the message to specific
audiences. Use this session to help identify and define your audience,
and deliver messages and information accurately.
Carl DeMaio, President, The Performance Institute;
Senior Fellow, Reason Foundation
Felipe Monroig, Director of External Affairs,
The Performance Institute |
| 12:00 |
Networking
Luncheon |
| 1:00 |
Step
3: Creative Message Development: Identifying Values to Improve Message
Development
The ability to tell a good story is the key element in getting your
agency’s name in the press and getting your employees quoted.
Use this session to help develop creative and effective strategies
and messages, working with the values of your audience to ensure
that your message will be delivered and heard.
Carl DeMaio, President, The Performance Institute;
Senior Fellow, Reason Foundation
Felipe Monroig, Director of External Affairs, The
Performance Institute |
| 2:00 |
Step
4: Effective Branding in Government: Selecting the Words and Symbols
to Advance Your Message
Brand building is establishing what your agency is and what it stands
for. This drives loyalty and ensures public and employee retention.
Identify the most effective symbols and integrate them into your
strategy in order to develop relationships, build name recognition,
and position yourself as the ready source of information on the
issue.
Carl DeMaio, President, The Performance Institute;
Senior Fellow, Reason Foundation
Felipe Monroig, Director of External Affairs, The
Performance Institute |
| 3:00 |
Break |
| 3:15 |
Step
5: Performance Measures: Using Measurement to Define and Implement
Communications Strategy
Government communicators are held responsible, like never before,
for their ability to quickly and efficiently deliver effective communication
results. Establish performance measures in your overall strategy,
and then utilize them to measure your program performance and make
adjustments as you go, increasing efficiency and enhancing program
results.
Carl DeMaio, President, The Performance Institute;
Senior Fellow, Reason Foundation
Felipe Monroig, Director of External Affairs, The
Performance Institute |
| 4:30 |
Adjourn |
| Day
Two: October 28, 2003 |
| 8:30 |
Continental
Breakfast |
| 9:00 |
The
Impact of Web Development in External Communications
New information technologies, and in particular the World Wide Web,
are offering tremendous diversity of channels and media for government
communicators. This interactive session will provide practical strategies
for integrating technology in agency communication plans enabling
government communicators to reach a greater audience.
Dan Matko, Chief, Electronic Communications,
Industry Canada* |
| 10:00 |
Break |
| 10:15 |
Effectively
Implementing the Communications Strategy
Ensure that your comprehensive communications plan achieves its
full potential by carefully implementing and integrating it with
program goals and office procedures. Overcome obstacles and mitigate
risks, managing cultural resistance, and putting new systems in
place to make your communications efforts more organized and effective
Tim Nau, Director of Communications, Natural
Sciences and Engineering Research Council of Canada |
| 11:15 |
Establishing
a Productive Relationship with the Media
An agency's success is largely built on how effective it is at establishing
and maintaining a healthy and productive relationship with the media.
Your external communications plan should not be limited to the news
you can push out the door, but rather should include strategies
for bringing the media to you. Develop relationships, protocols,
and identify the most likely outlets for your agency to work with,
and deliver well-crafted information
Peter Frayne, Head Media Relations, Statistics
Canada |
| 12:15 |
Luncheon |
| 1:15 |
Partnering
and Collaborative Arrangements
Integrated arrangements can result in innovative, cost-effective
and efficient ways to deliver government programs and services.
Co-ordination within, between and among institutions is imperative
to ensure coherent and consistent communications government-wide.
Ensure that all institutions are working collaboratively to achieve
coherent and effective communications with the public
Francine Girard-Griffith, Senior Advisor Communications
and Consultation, Privy Council Office |
| 2:00 |
Break |
| 2:15 |
Return
on Investment: Communication Audits and Evaluations
Communication is vital in establishing a clear mission and purpose
among employees and in securing the understanding and support the
agency needs from others to achieve its business objectives. From
time to time every communications program needs to be reexamined.
What are its strengths? What are its weaknesses? What are its opportunities
for improvement? This session will discuss how and when a communications
audit is appropriate and how the end results can impact your agency.
Dale Harley, President, Harley House Consultants
Inc. |
| 4:15 |
Adjourn |
| Post-Conference
Workshop: October 29, 2003 |
| 8:30 |
Continental
Breakfast |
| 9:00 |
Workshop
A: Strategic Internal Communication Planning and Facilitation
As a government communicator you must be able to develop and implement
the best possible communication strategies for your agency initiatives.
Needless to say, every project is different and requires different
types of communications initiatives. There are some projects that
are primarily for internal consumption, and there are other that
are for external purposes. This interactive workshop will help you
get the tools needed to create and effective internal communications
plan:
• Create Awareness, Understanding, and Acceptance on the Part
of the Internal Audiences
• Design and Implement Creative Strategies for Communicating
Your Internal Brand
Dale Harley, President, Harley House Consultants
Inc. |
| 12:00 |
Adjourn
Morning Workshop |
| 1:00 |
Workshop
B: Keeping Your Cool in a Crisis Situation
An emergency situation is already stressful – any missteps
in communications efforts can have serious consequences for your
agency, and for the public. It might be an intangible "crisis
of confidence" which threatens to undermine your image, or
a very tangible catastrophe involving financial loss or risk to
human lives. How you respond in such a moment is likely to have
great bearing on your future success. Use this workshop to help
prepare a comprehensive plan to respond to a crisis situation. Ensure
that your agency is prepared to:
• Anticipate media attention
• Develop creative ways to identify with the public and the
media
• Coordinate communications efforts
• Ensure critical incident debriefing
• Cultivate relationships with local media
Alan Shefman, President, The Edge Quality
Communications Consultants |
| 4:00 |
Adjourn
|
|
Or
by calling us at
703-894-0481 |
 |
| Hotel |
| The
2003 Government Communications Summit will be hosted at the Delta
Ottawa Hotel and Suites in Ottawa, Ontario. A limited number of
rooms have been reserved at a rate of $145. Please call the hotel
directly at the number below to make your reservation, and be sure
to ask for the Performance Institute conference rate. The staff
of the Delta Ottawa Hotel and Suites will ensure that your total
conference experience is comfortable and pleasant.
361
Queen Street
Ottawa, Ontario
K1R 7S9
613-238-6000
www.deltahotels.com |
| Tuition |
| The tuition
rates for attending the 2003 Government Communications Summit
are:
| Summit: |
$1,520
CAD + GST = $1626.40 |
| One Workshop: |
$686
CAD + GST
= $734.02 |
| Two Workshops: |
$1240
CAD + GST
= $1326.80 |
|
| Group
Discounts |
Group discounts are available. Contact Robert Herold
at the Performance Institute by calling
703-894-0481 or email him at [email protected]. |
|
