Why should you attend?

This workshop is designed specifically for communicators and others interested in competing for IS-2/3 positions and for newly promoted junior communications advisors. The two-day program offers a comprehensive and practical overview of the recognized IS-2/3 competencies, including the role and performance expectations of junior communications advisors. The emphasis of this highly interactive workshop is on the knowledge, skills and approaches that communicators at the IS 2-3 levels need to develop and exercise in order to succeed. The competencies profiles developed by the Communications Community Office serve as the reference for the required skills and abilities.

Workshop content reflects the stated communications competencies generally used in the federal Public Service to define job descriptions, recruit new communicators and assess performance. Designed to provide participants with immediately actionable new skills and knowledge, the workshop combines formal instruction with a generous dose of group discussion and practical exercises.

What will you learn?

This workshop will focus on:

• The competencies expected of junior communications advisors
• Government of Canada policies and procedures governing the provision of communications advice and services
• How Government works: structure; operations; central agencies; Parliament and its committees
• What are “citizen-centred” communications and consultations and how to keep that focus
• What junior advisors need to know about the Web and social media
• The roles of communications advisors and what makes for successful delivery of their services
• What is strategic communications thinking and planning
• The basics of effective writing
• Developing a communications plan
• Performance measurement and reporting for communications projects
• What is the “Challenge Function” and how to exercise it effectively

What will you take away?

• Workbook
• Exercises and handouts

Professional Competencies

• Values and Ethics: Serving through integrity and respect
• Thinking Things Through: Innovating through analysis and ideas
• Engagement: Working effectively with people, organizations and partners
• Excellence: Delivering results

Sample Agenda

Day 1

Day 2

Tim Weil

Tim Weil is a former Director General in the federal government with 30 years experience developing and managing a wide range of communications plans and activities. He began his career on Parliament Hill, where he developed a strong passion for… Read full bio

I had a really good experience. I heard good things about your training before, and I wasn’t disappointed.

Manager, Transport Canada

Why should you attend?

Evaluation is a critical step in the communications cycle, ensuring that activities are aligned with priorities, deliver value to Canadians, and demonstrate measurable results. Yet, many communications professionals find evaluation to be one of the most challenging parts of their work. Identifying clear goals, selecting meaningful indicators, and turning data into actionable insights can feel overwhelming—especially for those without a strong background in research or analytics, or those lacking the time to focus on what has been done. 

Generative AI now offers new ways to support this essential work. From helping refine objectives into SMART goals, to quickly analyzing feedback data, to drafting evaluation reports tailored to senior decision-makers, these tools can make the evaluation process more efficient, more insightful, and more accessible. 

Using Generative AI to Evaluate Communications Activities has been designed to equip communications professionals with the knowledge and practical skills needed to set measurable goals, monitor outcomes, and evaluate impact—using generative AI as a powerful support tool. 

What will you learn?

• Understand the role of evaluation in the communications cycle and why it matters; 
• Use generative AI to refine campaign objectives into SMART goals and generate meaningful metrics and indicators; 
• Explore how generative AI can analyze both qualitative and quantitative data, including surveys, media coverage, and social media feedback; 
• Draft evaluation summaries and reports tailored to different audiences (e.g., senior executives, internal teams, or the public); 
• Recognize the limitations, risks, and ethical considerations of applying generative AI in evaluation work, including data privacy, bias, and accuracy; 
• Apply prompt engineering techniques to generate more reliable and actionable outputs from generative AI; 

What will you take away?

• Notebook consisting of presentation slides 
• Case study materials and exercises 
• Sample AI prompts and evaluation  
• Practical resources for ongoing learning 

Dan Hebert

Dan Hebert is the special advisor to the Director General of Communications at the Canada Revenue Agency (CRA). He is also currently leading the CRA’s efforts to adopt of generative AI as a communication tool and leads the government-wide community… Read full bio

Sample Agenda

Day 1

Day 2

The tools that were presented will be very helpful in my work and personal environments. Great facility. I will come back for other training.

Program Manager, Office of the Secretary to the Governor General

Why should you attend?

Evaluation is a critical step in the communications cycle, ensuring that activities are aligned with priorities, deliver value to Canadians, and demonstrate measurable results. Yet, many communications professionals find evaluation to be one of the most challenging parts of their work. Identifying clear goals, selecting meaningful indicators, and turning data into actionable insights can feel overwhelming—especially for those without a strong background in research or analytics, or those lacking the time to focus on what has been done. 

Generative AI now offers new ways to support this essential work. From helping refine objectives into SMART goals, to quickly analyzing feedback data, to drafting evaluation reports tailored to senior decision-makers, these tools can make the evaluation process more efficient, more insightful, and more accessible. 

Using Generative AI to Evaluate Communications Activities has been designed to equip communications professionals with the knowledge and practical skills needed to set measurable goals, monitor outcomes, and evaluate impact—using generative AI as a powerful support tool. 

What will you learn?

• Understand the role of evaluation in the communications cycle and why it matters; 
• Use generative AI to refine campaign objectives into SMART goals and generate meaningful metrics and indicators; 
• Explore how generative AI can analyze both qualitative and quantitative data, including surveys, media coverage, and social media feedback; 
• Draft evaluation summaries and reports tailored to different audiences (e.g., senior executives, internal teams, or the public); 
• Recognize the limitations, risks, and ethical considerations of applying generative AI in evaluation work, including data privacy, bias, and accuracy; 
• Apply prompt engineering techniques to generate more reliable and actionable outputs from generative AI; 

What will you take away?

• Notebook consisting of presentation slides 
• Case study materials and exercises 
• Sample AI prompts and evaluation  
• Practical resources for ongoing learning 

Dan Hebert

Dan Hebert is the special advisor to the Director General of Communications at the Canada Revenue Agency (CRA). He is also currently leading the CRA’s efforts to adopt of generative AI as a communication tool and leads the government-wide community… Read full bio

Sample Agenda

Day 1

Day 2

The information provided in this course made me think about briefings in a new context. It caused me to reflect on my own strengths and weaknesses. I was already able to apply the lessons learned in a briefing with my manager at break time.

Communications Advisor, Canadian Food Inspection Agency

Why should you attend?

Generative AI is rapidly transforming the field of communications. As AI tools become increasingly capable of handling core tasks like writing, editing, and analysis, the nature of our work is shifting. This course is designed to help communicators not just keep up—but get ahead—by understanding how to use AI effectively, ethically, and strategically. You will explore how AI can enhance creativity, boost efficiency, and provide deeper insights into audience engagement. 

Whether you are a communications professional new to using generative AI and looking to incorporate it into your toolkit, or you have been using it for a while and are looking to expand how you use it, this is your opportunity to build skills, awareness, and confidence to lead in the next era of public communication. 

What will you learn?

• Understand the fundamentals of generative AI: what it is, how it works, and why it matters for communicators 
• Use AI tools to quickly generate drafts of internal, external or crisis communication products 
• Use generative AI tools to spark creativity and new approaches to storytelling and messaging 
• Tailor AI-generated content for different audiences, channels, and objectives. 
• Analyze data and identify patterns in audience behavior, and tailor messaging and tactics accordingly  
• The importance of human oversight in AI-generated content, including techniques for reviewing, editing, and refining AI outputs to ensure quality and accuracy. 
• Examine the ethical considerations and risks of using AI in public sector communications, 
• Incorporate policy, privacy, and legal guidelines relevant to AI use in the public sector. 
• Emerging trends and developments in AI technology, and how the role of the communicator is evolving and what new opportunities are emerging in an AI-integrated environment. 

What will you take away?

• Guidebook including concrete examples of how to use generative AI in each step of the communications workflow, from planning to campaign execution to evaluation.  
• Increased confidence in blending human judgment, empathy, and ethics with AI-generated outputs 

Dan Hebert

Dan Hebert is the special advisor to the Director General of Communications at the Canada Revenue Agency (CRA). He is also currently leading the CRA’s efforts to adopt of generative AI as a communication tool and leads the government-wide community… Read full bio

Sample Agenda

Day 1

Day 2

The information provided in this course made me think about briefings in a new context. It caused me to reflect on my own strengths and weaknesses. I was already able to apply the lessons learned in a briefing with my manager at break time.

Communications Advisor, Canadian Food Inspection Agency

Why should you attend?

Generative AI is rapidly transforming the field of communications. As AI tools become increasingly capable of handling core tasks like writing, editing, and analysis, the nature of our work is shifting. This course is designed to help communicators not just keep up—but get ahead—by understanding how to use AI effectively, ethically, and strategically. You will explore how AI can enhance creativity, boost efficiency, and provide deeper insights into audience engagement. 

Whether you are a communications professional new to using generative AI and looking to incorporate it into your toolkit, or you have been using it for a while and are looking to expand how you use it, this is your opportunity to build skills, awareness, and confidence to lead in the next era of public communication. 

What will you learn?

• Understand the fundamentals of generative AI: what it is, how it works, and why it matters for communicators 
• Use AI tools to quickly generate drafts of internal, external or crisis communication products 
• Use generative AI tools to spark creativity and new approaches to storytelling and messaging 
• Tailor AI-generated content for different audiences, channels, and objectives. 
• Analyze data and identify patterns in audience behavior, and tailor messaging and tactics accordingly  
• The importance of human oversight in AI-generated content, including techniques for reviewing, editing, and refining AI outputs to ensure quality and accuracy. 
• Examine the ethical considerations and risks of using AI in public sector communications, 
• Incorporate policy, privacy, and legal guidelines relevant to AI use in the public sector. 
• Emerging trends and developments in AI technology, and how the role of the communicator is evolving and what new opportunities are emerging in an AI-integrated environment. 

What will you take away?

• Guidebook including concrete examples of how to use generative AI in each step of the communications workflow, from planning to campaign execution to evaluation.  
• Increased confidence in blending human judgment, empathy, and ethics with AI-generated outputs 

Dan Hebert

Dan Hebert is the special advisor to the Director General of Communications at the Canada Revenue Agency (CRA). He is also currently leading the CRA’s efforts to adopt of generative AI as a communication tool and leads the government-wide community… Read full bio

Sample Agenda

Day 1

Day 2

Thank you very much for your presentation to our national management team. We were so fortunate to tap into your vast knowledge and expertise. We will definitely be back to talk tools and approaches.

Fisheries and Oceans Canada

This one day interactive workshop is designed to provide an understanding of the fundamentals of marketing and their applications in the public sector. In today’s client- and citizen-focused public service environment, with its thrust toward shared services and cost-recovery together with ever increasing marketing efforts by many government departments and agencies, public servants need to be able to effectively determine their organizations’ marketing requirements and to apply public sector-relevant marketing techniques and approaches.

What will you learn?

The workshop will focus on how to:

• Identify the differences between private and public sector marketing approaches, strategies and techniques;
• Demystify marketing jargon to increase understanding and buy-in;
• Develop marketing strategies and plans at the appropriate levels of detail and complexity;
• Develop key steps of market planning to get you “on the right course”;
• Identify, plan and execute the appropriate marketing mix for your needs;
• Create client and customer acquisition, satisfaction and retention strategies within a service delivery framework;
• Create a positioning statement that focuses on your organization’s uniqueness;
• Implement your marketing plans and measure your success;
• Create and continually improve your marketing tool kit.

What will you take away?

• Workbook with how-to procedures, templates and references.
• Exercise handouts.

Professional Competencies

• Thinking Things Through: Innovating through analysis and ideas

Claude Panneton

Claude Panneton is a former public service executive with over 20 years of communications experience including risk and crisis communications, issues management, strategic communications and oversight of departmental public environment analysis,… Read full bio

Sample Agenda

Day 1

Several people made a point of telling me how well the presentation went, how useful it was to them and how well I did, leading the presentation. I frankly owe these kudos to you and an excellent training session. This was, in fact, the first time I have ever delivered a presentation in such formal circumstances. My ability to perform (without nerves!) in front of a high-powered group was entirely due to the learning I received from you at the “Effective Oral Briefings and Presentations to Senior Officials” session in March (2014). So thanks, Josef!

Strategic Communications Advisor, Environment Canada

Why should you attend?

In a complex communications environment, communicators must not simply respond to pressures and events but respond coherently in ways that support and further their organization’s vision, mission, policies and programs. More and more communicators are required to be strategic, to take a wide view of the environment in which they are working, to think holistically and long-term, and to focus on the results that will be achieved for the resources expended. Understanding the process and techniques of strategic communications planning is an essential element in being an effective communicator.

What will you learn?

• The elements and characteristics of the strategic planning process
• The strategic essentials required to build and implement a comprehensive communications strategy and/or plan
• The steps required within the strategic communications planning process
• How to incorporate results-based communications into a strategic planning process
• The essentials of positioning, messaging and branding
• How to monitor and evaluate the key elements of a communications strategy and plan

Who should attend?

This workshop will be beneficial to all of those individuals working in the public, private and voluntary sectors who are tasked with the responsibility of designing, constructing and implementing communications strategies and communications plans.

What will you take away?

• Notebook consisting of presentation slides
• Exercises and handouts

Professional Competencies

• Thinking Things Through: Innovating through analysis and ideas
• Excellence: Delivering results

Tim Weil

Tim Weil is a former Director General in the federal government with 30 years experience developing and managing a wide range of communications plans and activities. He began his career on Parliament Hill, where he developed a strong passion for… Read full bio

Sample Agenda

I had a really good experience. I heard good things about your training before, and I wasn’t disappointed.

Manager, Transport Canada

Why should you attend?

Project management skills are essential for public sector professionals. Research shows that “communication takes up 90% of a project manager’s time” in long-term project management. Effective communication is a pre-requisite for successful project management. Results-focused communication helps to launch a project’s management on its track for desired success. Managing a project in a time-pressed and resource-constrained environment is challenging enough. Pressures are greater since quality and effectiveness of communication represent added, serious challenges. Further, in project management communication is not sufficient; effective relationship-building is essential (as most projects are run with team-based structures). A project manager plays the most natural role of building up and maintaining relationship with a network of people, both inside and outside the organization.

Communication and human interaction then make or break a project. Project communications involve specific behaviour and techniques used to motivate, lead, delegate, and report back to all stakeholders. Communication affects project performance. Therefore, to ensure high-performance project teams and results, effective communication needs to be entrenched in the overall plan. An effective communication plan will facilitate team development, help project development, and resolving critical issues, and make it easier to keep stakeholders informed.

What will you learn?

After completing the workshop you should be able to:

• Identify the role of effective communications in a project
• Establish and sustain relationships with project stakeholders
• Plan for project communications from start to finish
• Effectively communicate your plan to a wide range of audiences
• Determine the information to distribute, to whom, when and how
• Manage communications and resolve issues
• Evaluate the project communications plan for best results

Pre-Workshop Preparation

Participants are requested to prepare a summary of a project they have worked on in the past (change all recognizable details). The purpose of this preparation is to identify:

• the factors that led to successful completion of the project;
• the factors that caused challenges and the project ran into trouble;
• what should be done to ensure success, the second time around.

During the workshop, participants will be able to refer to their summaries and provide input into group discussions, group exercises, and the inter-active process of learning.

What will you take away?

• A comprehensive participant work book
• A sample communications plan for project management
• Significant benefits of project management communications
• Examples of best practices related to successful project management communications
• A checklist for communication activities during the life of a program/project from planning, development, operation and evaluation
• A case study reflecting a public sector project management
• References

Professional Competencies

• Thinking Things Through: Innovating through analysis and ideas
• Engagement: Working effectively with people, organizations and partners
• Excellence: Delivering results

Leah Jurkovic, President CEC

Leah has over 25 years of experience working at the intersection of communications, organizational change, and cultural transformation. As a former executive at Colleges and Institutes Canada (CICan), Leah led both the communications and human… Read full bio

Sample Agenda

A relaxed space where everybody felt free to talk.

Research Scientist, Health Canada

This workshop is intended for individuals appearing as witnesses before a Parliamentary Committee, those attending as observers, and staff who will provide on-site support to the witnesses and observers. While it would benefit potential witnesses and their support teams any time, we find this training is most beneficial when taken two-to-three weeks before appearing as a witness. This allows us to customize the workshop to address the realities of the committee you will appear before and the subject matter on which you will give testimony.

Due to its nature, this workshop is limited to 8 participants/workshop.

Why should you attend?

Appearing as a witness before a Parliamentary Committee is a unique challenge, and one that requires careful preparation, particularly if it’s your first time.

This workshop will:

• Prepare you to approach your committee appearance with confidence;
• Help you to understand the logistics and mechanics of committee procedure; and,
• Provide you with planning and coaching advice to ensure you get your messages and ideas across in a clear and concise manner.

What will you learn?

• How to prepare for an appearance before a Parliamentary Committee
  • Knowing the committee environment
  • Knowing your role at the committee
  • Determining your objectives
  • The importance of planning and practicing
• Information, techniques and tips to help you communicate effectively during your committee appearance
• How to comport yourself immediately before, during, and immediately after your appearance

What will you take away?

• Participant notebook consisting of presentation slides
• Exercises and handouts
• Increased confidence when you appear before a Parliamentary Committee
• Certificate of completion

Professional Competencies

• Engagement: Working effectively with people, organizations and partners

Don Smith

Don Smith is a former broadcast journalist and Government of Canada communications executive. During his ten years in radio Don produced two highly successful talk shows at CFRA Ottawa, and later was senior reporter for CKOY/CKBY Ottawa and a… Read full bio

Sample Agenda

I had a really good experience. I heard good things about your training before, and I wasn’t disappointed.

Manager, Transport Canada

Why should you attend?

Whether you work in the public, private or voluntary sector, teamwork has become a critical success factor in achieving organizational results. And a skilled facilitator armed with a diverse facilitation tool kit can ensure that work groups are able to achieve maximum success. Not surprisingly, knowing how to organize a meeting and/or workshop and possessing and applying the skills required to facilitate and guide teams throughout their deliberations and ensure a successful and meaningful conclusion to their proceedings have become increasingly important to all managers and supervisors.

What will you learn?

“Practical Facilitation Skills” will provide participants with the basic skills necessary to design and lead a wide variety of discussions, meetings and/or workshops. Specifically, participants will learn about:

• Facilitation basics;
• How facilitation helps groups achieve results;
• Establishing the foundations for facilitation;
• Using facilitation in your organization;
• Understanding adult learning styles and habits;
• How to design a meeting and a workshop;
• Tools for generating information and ideas and making decisions;
• Using visual aids;
• Managing difficult participants; and
• How to evaluate a facilitation process.

What will you take away?

• Workbook
• Exercises and handouts

Professional Competencies

• Engagement: Working effectively with people, organizations and partners

Leah Jurkovic, President CEC

Leah has over 25 years of experience working at the intersection of communications, organizational change, and cultural transformation. As a former executive at Colleges and Institutes Canada (CICan), Leah led both the communications and human… Read full bio

Sample Agenda

I had a really good experience. I heard good things about your training before, and I wasn’t disappointed.

Manager, Transport Canada