PR Trends Boot Camp

28-29 May 2020, Ottawa

Book Now

PR Trends Boot Camp

Book Now

28-29 May 2020, Ottawa

About the Event

Hello Ottawa!

Based on the incredible feedback from our Global PR Summit Canada and our Crisis Communications & PR Measurement Boot Camps, this May in Ottawa we are launching our brand new Boot Camp focusing on the latest trends and challenges in today's fast changing world of PR and communications.

Attending the PR Trends Boot Camp from 28-29 May in Ottawa will enable you to: 

  • Align your PR with content marketing and turn your reputation into revenue
  • Develop sucesfull internal PR channels within your organization 
  • Bring technoology into your PR mix
  • Understand the latest trends in PR measurement and analytics
  • Protect your reputation in an age of fake news and cyber-crime


Donald Steel Former Chief Communications Advisor, BBC

Maliha Aqeel, PMP Director of Global Communications, Fix Network World

Bjorn Trowery Meta

Zayna Aston YouTube

Craig Silverman BuzzFeed News

Katie Delahaye Paine PAINE Publishing

Nicole Moreo Ketchum

Colleen Marshall Delaney Massachusetts General Hospital



Registration and Morning Coffee


Opening Remarks


Understanding Today's Media Landscape: What PR Pros Need to Know About Fake News

- How disinformation is changing digital behaviors on social media
- Understanding the difference between disinformation and misinformation
- Identifying the right tools to sucesfully combat fake news
- How to gain consumer trust in an age of fake news
Craig Silverman, Media Editor, BuzzFeed


Responding To Crises That Don’t Exist: Combatting Fake News
The "Momo Challenge" was a hoax and an Internet urban legend about a nonexistent social media challenge that was spread on Facebook and other media outlets. It was reported that children and adolescents were being enticed by a user named Momo to perform a series of dangerous tasks including violent attacks, self-harm and suicide.Despite claims that the phenomenon had reached worldwide proportions in July 2018, the number of actual complaints was relatively small and no law enforcement agency has confirmed that anyone was harmed as a direct result of it.
Zayna Aston from YouTube will share the fallout of the Momo incident which shook parents and shocked the world last year. 
Zayna Aston, Head of YouTube Communications for Europe, Middle East & Africa, YouTube


Interactive Discussion with Speakers and Delegates


Lunch for Speakers and Delegates


Setting Up for Success: Building a Successful Measurement Framework
In this session, Nicole Moreo will lead your through the first steps in your measurement journey. From mapping goals, to deciding on data inputs, outputs and outcomes, a measurement framework is your first step to success. However, in a time when there is so much data and increasingly short timelines, it can be difficult to figure out where to start. All participants will leave the session with a completed Measurement Framework and recommended next steps utilizing best practices from AMEC- the International Association for the Measurement and Evaluation of Communications.
Nicole Moreo, Senior Vice President, Ketchum Analytics and North American chair of the International Association for Measurement and Evaluation of Communication (AMEC)


Peer-to-Peer Measurement Work Groups

Huddle with your peers to solve some key challenges in the areas of data, measurement and analytics trends. In this workshop, attendees will be grouped by organizational type to work through how to measure the effectiveness of messaging to a target audience, helping to define the key KPI that ties to your organization’s bottom line. You'll be sure to leave this workshop armed with ways of measuring the persuasiveness of your efforts and how they contribute to your organization’s success.
Katie D. Paine, Founder, Paine Publishing (aka PR Measurement Queen)


Interactive Discussion with Speakers and Delegates


Networking and Refreshment Break


Real-Time PR: How to Instantly Engage and Connect With Your Customers
- Defining your check list: is my real-time opp worth it?
- How real-time PR spreads
- Tips to create opportunities for real-time PR and marketing
Bjorn Trowery, Former Director, Corporate Communications, Heineken USA
Director of Communications & Public Relations, Human Rights Watch


Curiosity: The Only Superpower You Need to Solve Problems
Someone once asked me what I was good at. My response? Being a Know-it-All. Curiosity is an incredible superpower that’s activated by a deep desire to learn anything and everything. While curiosity can be an inherent trait, it is also a talent to develop by tapping your brain’s potential to connect the dots. For communication and marketing professionals, curiosity can be the superpower they need to demonstrate value and deliver impact. 

In this session, attendees will learn how to tap the potential of curiosity to solve problems, build deeper connections and turn boredom into a fun.

Takeaways include:
- Shift your mindset from “I can’t” to “How can I”
- Master the art of asking the right question at the right time
- Learn four techniques to solve problems creatively

Maliha Aqeel, Director of Global Communications, Fix Network World


Interactive Discussion with Speakers and Delegates


End of Day One


Morning Coffee


Interactive Crisis Simulation Workshop with Donald Steel, Former Chief Communications Adviser at BBC

In this full day, crisis workshop, you will gain a complete understanding on how organizations should prepare for and take effective actions at the outbreak of damaging fake news, negative PR and crises. Participants will leave with a better understanding of strategic crisis management and communication protocols to contain and counter crises and how to protect brand reputation.   
Led by Donald Steel, a renowned speaker in reputation and crisis management, this program aims to explore how early planning and preparation, together with a strong understanding of the principles of crisis communication, will insure the organization against reputational shocks or damage. Using case studies from leading organisations and a series of practical simulation exercises, participants will discover effective strategies to handle a high-pressure reputational crisis and establish crisis leadership to not only protect brand trust but also emerge from the crisis with trust enhanced. 
Benefits of attending:
- Develop an effective crisis management action plan
- Ensure you respond with the required speed in an emergency
- Establish crisis leadership to defend your reputation during a time of public sensitivity
- Explore how to gain control of your narrative in a crisis
- Develop core messages for crisis communications
- Craft appropriate media relations strategies in an aggressive environment
- Understand how to leverage social media for effective crisis management and damage control
- Use your skills to effectively manage an emergency press conference under pressure
- Learn how to prepare for crises and emergencies in advance 


 Part 1: Introductory exercise: 5 crisis - was the response good or bad?


Presentation: The crisis rules


Crisis classification exercise: Red, Amber and Green


Strategic Thinking exercises: Part 1


Lunch for Speakers and Delegates


 Strategic Thinking exercises: Part 2


Crisis simulation: A crisis for Petrovia Oil: Part 1 - the first statement


Crisis simulation: Part 2 - a media interview for the CEO


Networking and Refreshment Break


Crisis simulation: Part 3 - a press conference


Summing up and discussion


End of Crisis Simulation Workshop

Our partners


Sheraton Ottawa, Ottawa, Canada

Address: 150 Albert St, Ottawa, ON K1P 5G2, Canada
Phone: +1 613-238-1500

Near attractions such as Parliament Hill and ByWard Market, this hotel in downtown Ottawa, Ontario offers enjoyable facilities, comfortable guestrooms and on-site dining options.

Sheraton Ottawa Hotel features an indoor pool and fitness center. After a busy day, guests can relax in a smoke-free guestroom with a comfortable bed.

The Carleton Grill at the Ottawa Sheraton offers an a la carte menu for breakfast and a lunch buffet. Guests can have a cup of Starbucks coffee at the coffee bar or a light meal with a beverage at Sasha's Bar.