Centre for Communications Excellence

Workshop

Communications

Communication Skills for Today’s Leaders

June 25–26, 2026 9:00 am - 12:30 pm Check for more dates available
In-House, Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

This interactive workshop has been designed for individuals who would like to master their communication skills and be great leaders: the skills used every day to communicate and interact, lead and support. This workshop will focus on improving communication skills in strategic listeningassertivenessnegotiationproblem-solving, transparency, and decision-making. These are the key interpersonal communication skills of all great leaders, no matter the context.

Individuals with strong communication skills are much more likely to succeed and thrive in periods of change. Employers, whether in the public, private or voluntary sectors, are always on the lookout to hire and advance the careers of individuals with well-honed communication skills. To succeed in today’s challenging environment, interpersonal communication skills are paramount. Leaders from every seat need the skills necessary to deal with difficult issues in a straightforward manner, listen well to the contend with the ideas and concerns of others, problem-solve to support employees and colleagues, and demonstrate a calm respectful assertiveness when engaging others.

What will you learn?

This workshop will concentrate on the communications skills today’s professionals require for success. Specifically, this professional development workshop will focus on the communication skill sets that employers’ value most:

  • Strategic listening skills;
  • Assertive communications;
  • Negotiation;
  • Problem-solving; and
  • Decision-making.

During this workshop, participants will acquire the following learning outcomes:

  • Listen actively to others and, thereby, provide candid feedback to employers, colleagues and reports;
  • Express ideas and views in a positive, respectful but assertive manner;
  • Know how to problem solve and, thereby, facilitate conversations to better manage organizational and inter-personal difficulties;
  • Communicate assertively and effectively, able to manage difficult conversations with ease;
  • Understand the fundamentals of negotiations and know how to avoid common pitfalls; and
  • Take decisions that matter, know how to stand by the decisions taken over the long-term and know when a decision requires revision.

Who should attend?

This workshop is intended for today’s highly motivated professionals who want to advance their communication skills and careers.

Included with this workshop

  • Notebook consisting of presentation slides
  • Exercises, case study and handouts


Sample Agenda

Activity
Introductions and Workshop Overview
• The workshop participants will introduce themselves and outline their expectations and learning objectives
• The instructor will outline the workshop learning opportunities and planned processes
Active Listening: The Most Powerful of all Non-Verbal Communication Skills
• Participants will learn how active listening is essential to communication otherwise critical information will be missed or misunderstood
• Participant discussions will focus on how to listen actively to another person and how the act of ‘listening’ and ‘hearing’ differ
HEALTH BREAK
Assertive Communications: Make Interventions that are Assertive and Respectful
• Participants will learn how to express their thoughts, ideas and suggestions in a honest and appropriate manner
• In particular, participants will learn how to be assertive while remaining respectful of the thoughts, feelings and beliefs of others
• Participants will discuss and clearly differentiate assertive communications from aggressive communications
• Participant conversations will conclude on techniques designed to influence others through embedded suggestions
Case Study Exercise
LUNCH
Negotiation: Being Skillful While Avoiding the Manipulation of Others
• Participants will discuss the art of negotiation and why more employers regard strong negotiation skills as an important component of an employee’s communications tool kit
• Discussions will focus on understanding manipulation techniques — put-downs, bulldozing and spurious logic — often used in negotiations and how to resist and counter them
Problem Solving: The Stages and Techniques of Problem Solving
• Participants will learn why employers and organizational colleagues value problem solvers
• The participants will discuss the specific stages of problem solving and learn how problem solving techniques can be employed to resolve conflicts and disagreements
HEALTH BREAK
Decision-Making: Taking Decisions That Matter
• Participants will learn how to improve and further refine their decision-making skills
• Participant conversations will focus on the importance of decision-making and the meaningful role for decision-makers in today’s fast moving and evolving organizations
Case Study Exercise
Wrap-up and Workshop Evaluation
• Participants will have an opportunity to ask final questions and discuss remaining issues and/or concerns
• The participants will be asked to complete a short evaluation of the workshop
Register

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


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

Manager, Transport Canada

Workshop

Writing

Writing Effective Briefing Notes

June 17–18, 2026 9:00 am - 12:30 pm Check for more dates available
Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

The briefing note is an essential communication and decision-making tool in government and other organizations. It is written to present emerging issues, explore plans of action and inform decisions.

Today’s senior managers are overloaded with ever-increasing information, and they need to know what is important as they make decisions. The ability to provide concise, clear and relevant analysis in writing is a key skill.

What will you learn?

  • The purpose and structure of a briefing note
  • How to approach and organize a briefing note
  • How to write in a clear and concise manner
  • How to express the issue succinctly and summarize information
  • How to produce briefing notes that meet departmental requirements

What will you take away?

  • Presentation slides in the form of a participant notebook
  • Useful templates, exercises and checklists

Professional Competencies

  • Thinking Things Through: Innovating through analysis and ideas

Sample Agenda

Activity
Introductions and Workshop Overview
Why We Write Briefing Notes
Participants consider the fast-paced environment and discuss why senior decision-makers require timely, accurate, concise information and advice.
Writing Clearly
Participants review tips for writing clearly, and practice in a series of exercises.
BREAK
The Writing Process
Participants discuss the steps to take as they prepare to write a briefing note. Participants study how to write in plain language.
What is the Context of your Briefing Note?
Participants discuss how to address the Who, What, Why, and When of any briefing note they are asked to prepare.
LUNCH
Structure of the Briefing Note
Participants examine the main sections of a briefing note (Issue, Key Considerations, Options, Recommendation). Using a scenario, the class discusses the possible content for each section.
Writing the Briefing Note
Recap of principles and practices in crafting the briefing note. Participants read a case study and discuss the issue. Participants work in groups to prepare a briefing note.
BREAK
Briefing Note Group Presentations
Each group presents its completed briefing note. Participants discuss the notes and lessons learned.
Wrap-up and Workshop Evaluation
Instructor sums up the key points and participants complete a short evaluation.
Register

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

Manager, Transport Canada

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

Workshop

Communications

Federal Government IS 2–3 Communications Competencies

9:00 am - 12:30 pm
Online
Cost: $1500
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

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

Activity
Introductions and Workshop Overview
Knowing and using the IS-2/3 Competencies Profile
Review of the 10 sets of required competencies. Using the IS Professional Development Roadmap.
BREAK
Mini-exercise: What are your greatest communications challenges?
Understanding the Government of Canada Communications Policy
Key principles, requirements and accountabilities. Linkages to other G of C policies and regulations.
How Government Works
Parliament (House, Senate, Committees, Cabinet etc.); legislative process; budget cycle; Financial accountability instruments (RMAF, RPP etc.); Fed./Prov. Constitutional jurisdictions; Central Agencies & watchdogs; link between policy/program development and the Communications Function (including T.B. submissions and MC’s); links with Communications policy and IS 2/3 Competencies.
LUNCH
Mini-Exercise: Who’s your client?
Citizen-Centred Communications
What does “citizen-centred” mean? The importance of polling, research, plain language, audience segmentation and messaging in the context of citizen-centred communications. Linkages to strategic communications planning and implementation. The role of public consultations and citizen engagement. Nature, impact and use of social media. How does this link to the IS-2/3 Competencies?
Mini-exercise: Identification and discussion of information sources in the context of your organization’s operational and communications environment.
BREAK
Building Trust
Roles, actions and behaviours of effective junior communications advisors.
Group Exercise: Discussion of the “before, during and after” roles of communicators in the context of a specific communications project scenario.
Using the IS Competencies Self-assessment Grid
Developing your evergreen learning plan. Review of a “homework assignment” to identify and assess your strengths and areas for improvement in the context of the recognized IS-2/3 Communications Competencies.

Day 2

Activity
Re-cap of Day One and Overview of Day Two
Strategic Communications Thinking and Planning
What is meant by “being strategic” in the context of the communications function? What knowledge and skills must I consistently demonstrate to be and be seen as strategic? Who should part of my own “strategic circle”? How does this link to the IS-2/3 Competencies?
BREAK
Basics of Effective Writing
Art of writing well. Style, presentation and layout. Five key steps of the writing process. Helpful tips for writing media lines, press releases, reports, communications plans and briefing notes. How does this link to the IS-2/3 Competencies?
Exercise: Working in small groups, participants will prepare media lines based on a specific case study scenario.
Developing a Communications Plan
What are the key elements of strategic communications planning? Linkages to corporate planning processes. How do I differentiate between actions, results and outcomes? What is the fit with internal communications? How and what to measure? How does this link to the IS-2/3 Competencies?
LUNCH
Group Exercise: Working in small groups, participants will develop a Communications Plan based on a specific case study scenario.
BREAK
Group Exercise Debriefing
Participants’ presentations of the case study-based communications plans. Discussion and comments by instructors.
Communications Resources
Review of helpful resources, documentation and networks available to federal government communicators. Question and answer period.
Wrap-up and Evaluation
Participants will complete a short evaluation.

Photo of Tim Weil

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

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

Workshop

Communications

Using Generative AI to Evaluate Communications Activities

March 11–12, 2026 9:00 am - 12:30 pm Check for more dates available
Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

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

Activity
Introductions and Workshop Overview 
 
Why evaluation matters 
Overview of the reasons that communications evaluations matters to government priorities, why the government is prioritizing generative AI, and how the two relate. 
Session I – SMART Goals & Evaluation Challenges 
The current state of communications evaluations 

• Review the communications planning cycle (focusing on evaluation)  
• SMART goals: what they are, why they matter  
• Introduce case study 
 
Discussion: common barriers communicators face when evaluating impact?  
How generative AI fits in 

How GenAI can assist with: 

• Goal setting  
• KPI development  
• Data analysis and reporting 
 
BREAK
Session II – Using AI in Evaluations
Review best practices for working with generative AI 
• AI-specific challenges (e.g., hallucinations, data privacy)  
• Prompt engineering tips for more reliable results 
Turning objectives into SMART goals 

Using generative AI to:  
• suggest meaningful metrics and indicators 
• identify appropriate data collection methods 
 
Exercise: Participants practice using case study data 
 
End of Day 1 
• Overview of the day’s main points 
• Preview of next day 

Day 2

Activity
Welcome 
Recap of the previous day 
Session II – Using AI in Evaluations – continued 
Using AI for Monitoring & Evaluation 

How to ask the right questions of AI to:
• Analyze survey and social media data  
• Summarize qualitative feedback  
• Monitor the public environment 
 
Exercise: AI-supported analysis of mock campaign data 
BREAK
Session III – Telling the Story of Impact with AI 
Explore how to use AI tools across every stage of the communications workflow 

Using AI to:  
• Draft evaluation summaries  
• Visualize findings for different audiences (e.g., executives, public)  
• Make recommendations for improvement 
 
Exercise: create a 1-page evaluation report with AI assistance 
End of Course 

• Recap of key learnings 
• What will you try first? 
• Final Q&A and feedback 
Register

You folks have the best materials! I thank you and your colleagues for your continued support. It’s one of the reasons we continue to come back!

Manager, The Canadian Medical Protective Association

Workshop

Communications

Using Generative AI to Evaluate Communications Activities

December 10–11, 2025 9:00 am - 12:30 pm Check for more dates available
Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

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

Activity
Introductions and Workshop Overview 
 
Why evaluation matters 
Overview of the reasons that communications evaluations matters to government priorities, why the government is prioritizing generative AI, and how the two relate. 
Session I – SMART Goals & Evaluation Challenges 
The current state of communications evaluations 

• Review the communications planning cycle (focusing on evaluation)  
• SMART goals: what they are, why they matter  
• Introduce case study 
 
Discussion: common barriers communicators face when evaluating impact?  
How generative AI fits in 

How GenAI can assist with: 

• Goal setting  
• KPI development  
• Data analysis and reporting 
 
BREAK
Session II – Using AI in Evaluations
Review best practices for working with generative AI 
• AI-specific challenges (e.g., hallucinations, data privacy)  
• Prompt engineering tips for more reliable results 
Turning objectives into SMART goals 

Using generative AI to:  
• suggest meaningful metrics and indicators 
• identify appropriate data collection methods 
 
Exercise: Participants practice using case study data 
 
End of Day 1 
• Overview of the day’s main points 
• Preview of next day 

Day 2

Activity
Welcome 
Recap of the previous day 
Session II – Using AI in Evaluations – continued 
Using AI for Monitoring & Evaluation 

How to ask the right questions of AI to:
• Analyze survey and social media data  
• Summarize qualitative feedback  
• Monitor the public environment 
 
Exercise: AI-supported analysis of mock campaign data 
BREAK
Session III – Telling the Story of Impact with AI 
Explore how to use AI tools across every stage of the communications workflow 

Using AI to:  
• Draft evaluation summaries  
• Visualize findings for different audiences (e.g., executives, public)  
• Make recommendations for improvement 
 
Exercise: create a 1-page evaluation report with AI assistance 
End of Course 

• Recap of key learnings 
• What will you try first? 
• Final Q&A and feedback 
Register

A relaxed space where everybody felt free to talk.

Research Scientist, Health Canada

Workshop

Communications

Generative AI for Communications Professionals 

March 4–5, 2026 9:00 am - 12:30 pm Check for more dates available
Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

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

Activity
Introductions and Workshop Overview 
 
The generative AI imperative 
Overview of the pressures pushing public sector organizations, and communications professionals, towards adopting generative AI. 
Session I – Why AI, Why Now? 
The Evolving Role of Communicators 

• What is generative AI and why it matters, 
• What AI can and can’t do. 
• The enduring importance of human judgment, ethics, and empathy. 
Your Place in the Future Organization
 
• Overview of Government of Canada guidelines for using generative AI 
• What support is available to help you incorporate generative AI in your work or within your organization 
• How AI shifts the value of your contributions 
 
Discussion: Small groups discuss a future where 70% of writing and editing is handled by AI. What role do you play? What new skills are essential? What skills become less important?  
BREAK
Session II – Prompting with Purpose 
How to write effective prompts and understand the principles of communicating with AI tools 

• Anatomy of a good prompt 
• Refining outputs, adjusting tone, breaking down tasks 
• Working with limitations and maintaining quality 
 
Exercise: Participants given a communication scenario and asked to develop prompts to generate information / documents. Communication scenario will continue to be used in Session III 
LUNCH
End of Day 1 

• Overview of the day’s main points 
• Preview of next day 

Day 2

Activity
Welcome 
Recap of the previous day 
Session III – Applying AI from Strategy to Evaluation
Explore how to use AI tools across every stage of the communications workflow 

Learn how to use generative AI to identify stakeholder groups, potential risks, and media landscape, recommended tactics and channels, draft products, suggest potential KPIs and evaluate feedback. 
 
Exercise: This section will be framed around a fictitious public sector issue. Participants work in small teams to use generative AI at each step, documenting their prompts and results. Share back what worked, what didn’t, and why. 
BREAK
Session IV – The Path Forward
Reinforce the need for ethical, human-centered oversight and prepare participants to begin integrating AI into their work responsibly.

• Techniques for reviewing, verifying, and humanizing AI-generated content
• Review of risks: misinformation, bias, privacy, transparency
• How to introduce AI in your workplace

Discussion: Pros and cons of using generative AI in your work?
Register

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

Workshop

Communications

Generative AI for Communications Professionals 

June 10–11, 2026 9:00 am - 12:30 pm Check for more dates available
Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

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 


Sample Agenda

Day 1

Activity
Introductions and Workshop Overview 
 
The generative AI imperative 
Overview of the pressures pushing public sector organizations, and communications professionals, towards adopting generative AI. 
Session I – Why AI, Why Now? 
The Evolving Role of Communicators 

• What is generative AI and why it matters, 
• What AI can and can’t do. 
• The enduring importance of human judgment, ethics, and empathy. 
Your Place in the Future Organization
 
• Overview of Government of Canada guidelines for using generative AI 
• What support is available to help you incorporate generative AI in your work or within your organization 
• How AI shifts the value of your contributions 
 
Discussion: Small groups discuss a future where 70% of writing and editing is handled by AI. What role do you play? What new skills are essential? What skills become less important?  
BREAK
Session II – Prompting with Purpose 
How to write effective prompts and understand the principles of communicating with AI tools 

• Anatomy of a good prompt 
• Refining outputs, adjusting tone, breaking down tasks 
• Working with limitations and maintaining quality 
 
Exercise: Participants given a communication scenario and asked to develop prompts to generate information / documents. Communication scenario will continue to be used in Session III 
LUNCH
End of Day 1 

• Overview of the day’s main points 
• Preview of next day 

Day 2

Activity
Welcome 
Recap of the previous day 
Session III – Applying AI from Strategy to Evaluation
Explore how to use AI tools across every stage of the communications workflow 

Learn how to use generative AI to identify stakeholder groups, potential risks, and media landscape, recommended tactics and channels, draft products, suggest potential KPIs and evaluate feedback. 
 
Exercise: This section will be framed around a fictitious public sector issue. Participants work in small teams to use generative AI at each step, documenting their prompts and results. Share back what worked, what didn’t, and why. 
BREAK
Session IV – The Path Forward
Reinforce the need for ethical, human-centered oversight and prepare participants to begin integrating AI into their work responsibly.

• Techniques for reviewing, verifying, and humanizing AI-generated content
• Review of risks: misinformation, bias, privacy, transparency
• How to introduce AI in your workplace

Discussion: Pros and cons of using generative AI in your work?
Register

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

You continue to offer exactly what government workers need to learn – at the right time!

Workshop Participant, Health Canada

Workshop

Communications

The Essentials of Marketing in the Public Service Environment

Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

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

Activity
Introductions, Review of Workshop Objectives and Program
Marketing in the Government of Canada
Differences between public and private sectors. Definitions. Typology of government marketing. Understanding why, what, when and to whom we market. Focus on clients versus audiences. Living-up to organizational and client expectations.

Mini-exercise: Measuring your client capture potential.
Why Do We Need a Marketing Plan? Setting the Stage
What is a marketing plan? The marketing plan template(s). Levels of complexity. The marketing development process. Role of research and environmental scanning. SWOT analysis. Starting the marketing plan, defining marketing goals, measurable objectives and results.
BREAK
Exercise: Working in groups, participants will undertake a SWOT analysis and develop objectives and results for a marketing plan, based on the case scenario. Group reports and discussion.
The Marketing Mix – Planning and Execution
Building blocks for the marketing plan. Managing the marketing cycle. Different approaches to marketing strategies. Identifying the appropriate marketing mix and developing a marketing action plan.
LUNCH
Exercise
Working in groups, and based on the case scenario, participants will identify their market segments and develop a basic marketing strategy and marketing mix. Group reports and discussion.
Understanding the Customer Relationship. Implications for Positioning
Key principles of customer relationship. Relationship management techniques. Client focus and service delivery framework. Positioning and messaging – definitions and applications.
BREAK
Exercise
Working in groups, and based on the case study scenario, participants will develop a positioning statement for their organization’s marketing strategy. Group reports and discussion
Implementing The Action Plan and Measuring the Success
Developing the marketing calendar. Monitoring progress and measuring success. Developing the marketing tools. Reaching, engaging and captivating your targets.
Wrap-up and Workshop Evaluation
Participants will complete a short evaluation

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

Workshop

Communications

Strategic Communications Planning: Critical Steps and Techniques

March 30–31, 2026 9:00 am - 12:30 pm Check for more dates available
Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

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

Photo of Tim Weil

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

Activity
Introductions
The workshop participants will introduce themselves (position and responsibilities), provide one illustration of how she/he is currently engaged in strategic communications planning and identify one strategic planning challenge to be resolved during the workshop.
Building the Strategy: Drivers: Situational Analysis; Results and Performance Indicators

The participants will discuss the first critical elements of the strategic planning process including:

• The strategic planning process;
• The strategic communications plan contents;
• The strategic plan drivers;
• The situational/environmental analysis;
• The nature and scope of current public perceptions;
• The critical communications issues; and
• The communications outcomes and performance indicators;
BREAK
Building the Strategy: Strategic Approach; Target Audiences

• Participants will learn how to create and assess the specific strategic approaches or designated strategies that will be required to achieve the expected outcomes established for a strategy
• Participants will learn proven techniques to identify and segment key stakeholders, target audiences and publics and the participants will also discuss the necessity of identifying supporters and detractors
Case Study Exercise
Working in small groups, the participants will develop specific elements of a strategic communications plan and the participants will report back on their discussions
LUNCH
Building the Strategy: Positioning, Messaging and Branding

• Participants will learn how to develop a positioning statement and create easy to understand messages based on a comprehensive messaging system
• Participants will also discuss and learn about the concept and process of branding
BREAK
Building the Strategy: Distribution; Resources; Risk and Results-Based Action Plan

• Participants will learn how to develop a outcomes-based action plan, the importance of developing communications actions and products that meet the needs of specific target audiences and stakeholders and the necessity of managing human and financial resources
• Participants will also engage in a discussion on ‘risk assessment’ in the context of communications planning
Case Study Exercise
Using the case study begun in the morning session, participants will recommend strategic approach options, a positioning statement and several high-level communications themes and core messages.
Building the Strategy: Monitoring and Evaluation
Participants will learn the basics of developing cost-effective monitoring and evaluation mechanisms designed to measure the expected results identified in a strategy and/or action plan
Wrap-up and Workshop Evaluation
Participants will have an opportunity to ask final questions and complete a formal evaluation of the workshop
Register

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

Manager, Transport Canada

Workshop

Communications

Storytelling: Creating and Communicating Compelling Narratives

9:00 am - 12:30 pm
In-House, Online
Cost: $750
Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

This workshop focuses on oral communications and engaging your audience through the telling of stories. It is not a a story-writing workshop.

Why should you attend?

This one-day workshop has been designed for all communicators: professional and non-professional. In particular, it has been created for those who already understand the potential of stories and narratives and who would like to learn more about building better understanding and incorporating compelling narratives into their work.

Participants taking part in this dynamic workshop will have the opportunity to craft a three to five minute organizational change, internal or external communications story and to participate in an interactive storytelling session.

Stories and narratives are one of the most powerful tools available to us. They have the potential to educate, motivate and activate listeners from all walks of life. Stories and narratives are economical, reliable, easy to use and, most importantly, outcome-driven. A well-crafted story or political narrative has the power to transport the listener from a place of comfort and familiarity to an entirely new location where he or she is ready, willing and waiting to take action.

What will you learn?

By attending this workshop you will better understand and become more knowledgeable about the role of stories and narratives in all aspects of communications. You will learn about the psychology that underlines all storytelling. And, you will learn how to differentiate the soft side of storytelling from punch-packing political narratives.

You will strengthen your knowledge and skills through presentations, discussions and case study exercises. The focus of the workshop will be on:

  • Understanding the concepts of storytelling in internal and external communications;
  • Learning about the psychology behind storytelling;
  • Knowing how to use hard-hitting narratives to capture and sustain listeners’ attention;
  • The role of the ‘Springboard Story’ in organizational change; and
  • The skills and techniques required to enhance story creation and storytelling abilities.

What will you take away?

  • Workbook, handouts and references
  • Certificate of completion

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

Activity
Introductions and Workshop Overview

• Participant introductions and workshop expectations
• Instructor introduction, workshop overview and learning outcomes
Introduction to Storytelling: Once Upon a Time…

• During this introductory session, key concepts will be defined and further elaborated
• Participants will discuss the dynamic set of interactions that make storytelling possible
The Fundamentals of Story Telling and Communications
Participants will learn about the relationship between storytelling and communications
BREAK
The Psychology Behind Storytelling

• Participants will focus on the dynamic interrelationship of the storyteller and the listener
• The discussion will move from simple storytelling to the role of direct and indirect narratives
Storytelling Preparation Session

• The participants will discuss the merits of the story ideas identified in response to the pre-workshop ‘thinking assignment’
• The group will help refine each story idea
LUNCH
The Essentials of Story Selection, Development and Social Media
Participants will learn how to identify and build a story including stories that will be used for social media.
Best Practices in Storytelling Techniques
Participants will discuss a range of tried and tested best practices in storytelling techniques.
The Political Side of Storytelling

• Participants will learn how political narratives are used to capture peoples’ attention and to change peoples’ views
• Participants will also discuss the role of stories in organizations including the role of the ‘Springboard Story’
BREAK
Videotaped Presentations and Feedback

• While being videotaped and in front of the group, participants will present their stories. Stories will be played back, reviewed and discussed as a class
• Participants will be provided with an electronic copy of their respective story presentation upon request
Wind Down and Evaluation
Participants will discuss the lessons learned and complete a short evaluation of the workshop.

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