Workshop

Communications

Generative AI for Communications Professionals

October 28–29, 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?

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

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. Through discussions and hands-on exercises, you will explore how AI can enhance creativity, boost efficiency, and provide deeper insights into audience engagement.

While AI can automate many routine functions, it cannot replace the human judgement, empathy, and ethical reasoning that are essential in public sector communications. These are the qualities that ensure messages are not only accurate and timely, but also trustworthy and resonate with your specific audience. This course is grounded in a hopeful, forward-looking view: communicators who embrace AI will not only stay relevant, they will help shape the future of their organizations as effective leaders recognized for their human expertise and able to rise to the increasing demands that continue to be placed on communicators.

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 the skills, awareness, and confidence to communicate in this new era.

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
Case study materials to continue practicing

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 • Making recommendations with insights developed through AI-supported analysis • 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?

Dan Hebert

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

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

The instructor is outstanding. He created a very welcoming, supportive and engaging learning environment and provided very thorough responses to our questions. I really appreciated the amount of information that the instructor covered in this workshop.

Participant – Communications Competencies

Workshop

Communications

Strategic Communications Planning: Critical Steps and Techniques

November 24–25, 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

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

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

Project Management & Communications

February 9–10, 2027• 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?

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

Activity
Introductions and Workshop Overview
Project Management in the Public Sector Context • Accountability • Approval process (internal and external) • Budgetary issues • Treasury Board requirements relating to project management • Public Service Communications Policy document • Other matters
Communication in Project Management – From Start to Finish – More than a Sum of its Parts • Review of a project’s key steps and the integral part communication plays:Defining a project’s purpose and scope; • Identifying what needs to be accomplished and why; • Knowing the project’s audience and involving stakeholders; • Developing a strategic plan (how to reach the stated goal); • Establishing time line and target dates from start to finish; • Identifying what resources (people, budget and other resources) are needed and by when; • Matching resources to objectives, responsibilities and tasks; • Clarifying team members’ roles and responsibilities; • Starting the project team on the right track; • Tracking progress and sustaining pace; • Keeping everyone informed; • Motivating and facilitating peak performance; • Presenting deliverables to the stakeholders on time; • Being prepared to answer anticipated and “what if” questions; • Bringing the project to closure; • Evaluating the project’s outcome against goals and objective.
BREAK
Communication in Project Management Cont’d The pivotal role of communication in project management via analysis of a public sector project with a focus on key success areas: • Collecting, distributing and storing project information; • Generating the right level of information; • Communicating project information is a timely manner.
Group Exercise Participants in small groups will choose a project from their pre-workshop preparation and: • Identify three key steps in project management critical to the project’s success; • Identify three key steps that would require communication, the need(s) for this communication and the recipient(s) of this information; • Recommend the most effective mode of communication, and justify the choice of the communications mode. Each group will present its results followed by an interactive discussion and instructor feedback with particular focus on start to finish communications in the context of project and program management.
Planning to Communicate Strategically for Project Management Success • Overview of communications planning (inputs to the communication plan including: environmental/contextual factors; project scope statement; organizational “process assets” such as policies, guidelines, forms, life cycle models, templates etc; project management plan…) • Integrating the communications management process pyramid • Identifying communications needs for audiences/stakeholders • Collecting and retrieving information • Ascertaining communications models, tools, techniques and technology needed for communications planning • Anticipating communications problems and challenges • Project communication reliability – using a matrix • Drawing on “best practices” related to project communications
LUNCH
Planning to Communicate Strategically Cont’d • Remaining informed and keeping everyone informed – “Customers” Relationship Management” and sustaining project management relationships • Senior decision-makers • “Stakeholders” • Group members • Regional Offices (if applicable) • Professional support providers • Others as needed Mini Exercise: Participants will undertake a role play/simulation as project consultants and clients.
Project Success with Communication: Clarification of Roles and Responsibilities • Roles and Responsibilities – within and outside of the project group • Interdependence between project group and others • Communication with professionals (e.g., IT, Finance, Media experts…) • Enlisting and sustaining support from professionals • Being prepared to deal with contentious project issues Discussion will include participant’s input based on pre-workshop preparation (project summaries).
BREAK
Developing a Communication Plan for a Project/Program Participants in two groups will work on developing a communication plan for a public sector project based on supplied scenarios. Each group will choose a spokesperson to report back to the plenary who will: • provide an overview of the group’s plan (“a track to run on”); • identify and describe the three elements of the plan most critical to the project’s success
Wrap-up and Evaluation Participants will complete a short evaluation.

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

Workshop

Communications

Preparing to Appear Before a Parliamentary Committee

December 8–9, 2025• 9:00 am - 12:30 pm • Check for more dates available

Online

Cost: $475

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

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

Activity
Introductions and Workshop Overview
Parliamentary Committee System and Where You Fit Overview of committee work; Committee procedure and powers; Responsibilities of public servants in relation to Parliamentary Committees; Roles of witnesses, observers, support staff and attendees; What to expect and how to prepare for it.
BREAK
Getting Ready for Your Appearance Analysis of Committee’s work to date; Pre-appearance coordination with the Committee clerk; Know your venue: Committee room configuration; Know your audience; Using plain language your audience understands; Planning your delivery – tone, pace and volume considerations; Dealing with questions; comportment, appearance and non-verbal communication techniques.
The Appearance Your opening remarks; Techniques, tips and Do’s and Don’ts
Questions & Answers, Workshop Evaluation

The moderator was excellent – very natural, pleasant, and engaging throughout the session. She created a comfortable environment, encouraged questions, and made participation feel easy and welcome. Her delivery was a real highlight of the course.

Participant – Internal Communications

Workshop

Communications

Measuring Communications Performance and Success

9:00 am - 12:30 pm •

Online

Cost: $750

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

If you do not measure your communications, you will have no idea if your efforts are achieving the results you had anticipated! You will not know which of your communications initiatives should be adjusted, which should be replicated and which should be immediately ended. Monitoring and evaluation is the critical step in determining the success of your communications efforts.

Part of the modern management initiative is a comprehensive focus on results and the requirements to demonstrate and report on performance. The communications function must state the results expected and demonstrate the actual results obtained from the implementation of strategies, campaigns and activities.

What will you learn?

This workshop provides communications professionals with the tools that they require to measure communications performance. Specifically, participants learn how to create results and performance indicators and clearly situate these within a comprehensive performance measurement framework and strategy. Participants also discuss and learn how to:

Integrate performance measurement principles and practices into the communications planning, implementation and reporting cycle;
Create and incorporate results/outcomes and performance indicators into strategic communications planning and implementation;
Design and develop a Performance Measurment Framework, including a comprehensive logic model and associated performance measurement strategy; and
Design simple and complex questionnaires, and use formal and informal focus group sessions to meet the information needs of communications practitioners.

What will you take away?

Notebook consisting of presentation slides
Exercises and handouts

Professional Competencies

Excellence: Delivering results

Claude Panneton

Sample Agenda

Activity
Introductions and Workshop Overview
Introduction to Performance Measurement in Communications Understanding monitoring and evaluation; determining what should be monitored and/or evaluated; setting monitoring and evaluation within the communications planning process.
Building Realistic and Measurable Results/Outcomes Learning about the theory of “results”; how to build “results” into the communications planning, development and implementation phases; positioning “results” within the behavioral change continuum.
BREAK
Designing Effective and Easy to Manage Performance Indicators Participants will learn about the essentials of creating practical and cost-effective performance indicators and how to establish baseline data.
Exercise: Using a case study exercise, participants will create a comprehensive outcomes-based logic model. Report back by small groups and discussion period.
LUNCH
The Performance Measurement Framework Defined Participants will learn about the basic components found within a performance measurement framework and how to adapt and build a performance measurement framework to meet the needs of busy communications professionals.
BREAK
How to design and use Simple and Complex Questionnaires, and Formal and Informal Focus Groups Participants will learn the ins and outs of designing both simple and complex questionnaires that can be used in a variety of survey formats and with a wide variety of stakeholders and target audiences. Participants will review the research and evaluation opportunities provided by formal and informal focus group approaches.
Exercise: Participants will develop the results, performance indicators and a monitoring and evaluation plan for a communications strategy. Report back by small groups and discussion period.
Wrap-up and Evaluation Participants will take part in a short wrap-up exercise and complete an evaluation of the course delivery and program.

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

Measuring Communications Performance and Success

January 26–27, 2027• 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?

What will you learn?

Integrate performance measurement principles and practices into the communications planning, implementation and reporting cycle;
Create and incorporate results/outcomes and performance indicators into strategic communications planning and implementation;
Design and develop a Performance Measurment Framework, including a comprehensive logic model and associated performance measurement strategy; and
Design simple and complex questionnaires, and use formal and informal focus group sessions to meet the information needs of communications practitioners.

What will you take away?

Notebook consisting of presentation slides
Exercises and handouts

Professional Competencies

Excellence: Delivering results

Claude Panneton

Sample Agenda

Activity
Introductions and Workshop Overview
Introduction to Performance Measurement in Communications Understanding monitoring and evaluation; determining what should be monitored and/or evaluated; setting monitoring and evaluation within the communications planning process.
Building Realistic and Measurable Results/Outcomes Learning about the theory of “results”; how to build “results” into the communications planning, development and implementation phases; positioning “results” within the behavioral change continuum.
BREAK
Designing Effective and Easy to Manage Performance Indicators Participants will learn about the essentials of creating practical and cost-effective performance indicators and how to establish baseline data.
Exercise: Using a case study exercise, participants will create a comprehensive outcomes-based logic model. Report back by small groups and discussion period.
LUNCH
The Performance Measurement Framework Defined Participants will learn about the basic components found within a performance measurement framework and how to adapt and build a performance measurement framework to meet the needs of busy communications professionals.
BREAK
How to design and use Simple and Complex Questionnaires, and Formal and Informal Focus Groups Participants will learn the ins and outs of designing both simple and complex questionnaires that can be used in a variety of survey formats and with a wide variety of stakeholders and target audiences. Participants will review the research and evaluation opportunities provided by formal and informal focus group approaches.
Exercise: Participants will develop the results, performance indicators and a monitoring and evaluation plan for a communications strategy. Report back by small groups and discussion period.
Wrap-up and Evaluation Participants will take part in a short wrap-up exercise and complete an evaluation of the course delivery and program.

A relaxed space where everybody felt free to talk.

Research Scientist, Health Canada

Workshop

Communications

Advising Clients: Influencing Tactfully and Fearlessly

September 15–16, 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 workshop is intended for anyone wanting to hone the skills and techniques required to be a great advisor. Account Executives, Internal Consultants and Strategic Advisors are required to provide solution-oriented advice on a wide range of complex and highly-charged issues that require a mix of skills: strategy, diplomacy, assertiveness and more. This professional development workshop will provide participants with the insights, techniques, and tools necessary to become a sought after and trusted advisor, able to handle any challenge that may arise and earn the trust of challenging clients.

What will you learn?

This workshop will help those working in an advisory capacity to acquire skills and techniques in the following areas:

Determine how to build trust and create reputational capital with clients
Acquire the communications skills necessary to successfully advise diverse clients and client groups
Establish the trust and reputational capital necessary to successfully influence the decisions of tough clients
Successfully engage in the process of relationship building
Secure sustained client buy-in and support
Learn how to challenge clients with tact and diplomacy

Who should attend?

This workshop will be beneficial to all of those individuals who are required to advise and brief upwards in the public, private and/or voluntary sector.

What will you take away?

Workbook deck
Exercises and handouts

Sample Agenda

Day ONE
Introductions and workshop overview Participants will introduce themselves and share one challenge they face working with clients
Role of the advisor and why good advice can be hard to take The roles and responsibilities of the advisory function and the reasons why good advice is sometimes rejected
BREAK
The road to trust and reputation Proven approaches for building trust, creating reputational capital, and establishing a client-focused relationship
The tools of the skillful advisor Techniques for securing client buy-in and appreciation: influence, persuasion, and diplomacy
Exercise Working in small groups,
Day TWO
Navigating organizational politics and negotiation Positive negotiating approaches and strategies to navigate organizational politics
Being assertive and managing difficult discussions How to be a more assertive communicator and better prepare for and manage difficult discussions
BREAK
The road to consensus and the challenge function How to reach consensus and employ the challenge function successfully
Exercise Session Working in small groups
Recap and Wrap-up The participants will have an opportunity to ask final questions and discuss any remaining concerns

Leah Jurkovic, President CEC

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

Manager, Transport Canada

Workshop

Communications

Federal Government IS-6 Communications Competencies

December 1–4, 2026• 8:45 am - 12:30 pm • Check for more dates available

Online

Cost: $2250

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

This two-day workshop and its half-day additional one-on-one coaching component has been developed specifically for experienced IS-5 communications team leaders and for IS-6 communications managers and deputy directors. A maximum of 10 participants will be accepted for each session.

What will you learn?

This highly interactive workshop and coaching program focuses on:

Key competencies required of seasoned communicators at the IS- 5 and 6 levels;
Effective behaviours expected of senior communicators, including:
- established leadership competencies (Treasury Board standard);
- interpersonal and management skills;
Strategic thinking for senior communicators;
Effective skills for team leaders and senior communications advisors;
Key communications and management issues, challenges and solutions;
Roles of senior communications advisors, including the challenge function and dealing with Ministers’ offices;
Importance of and approaches to internal and horizontal communications;
Approaches and best practices in issues and crises communications and management;
Effective written and oral briefings – expectations and best practices;
Building and maintaining trust with clients, stakeholders, colleagues and senior managers;
Getting the most out of the one-on-one coaching session.

In-Class Discussions, Individual Coaching and Practical Tools

In addition to ‘in-class’ learning through formal presentations, discussions and exercises, participants will receive proven and actionable tools and templates to help improve their performance. The small size of the group and the presence of two experienced facilitators will ensure that content is tailored to the needs and expectations of participants.

After the two-day in-class workshop is completed, each participant will be entitled to three hours of one-on-one coaching with a senior CEC instructor — an $825 value. This coaching, to be completed within two months of the workshop, will be adapted to the specific skill-set, experience and career aspirations of each participant and will include a video simulation to hone presentation skills.

Pre-Workshop Assignment

Confirmed participants must complete a self-evaluation questionnaire, to be submitted to CEC no later than five working days before the workshop. Pre-workshop reading, as well as completion of a career profile questionnaire and a review of the case study, are mandatory. Overall, this preparatory work will require approximately three hours of a participant’s time.

What will you take away?

Workbook
Exercises and handouts

Professional Competencies

Values and Ethics: Serving through integrity and respect
Strategic Thinking: Innovating through analysis and ideas
Engagement: Mobilizing people, organizations and partners
Management Excellence: Delivering through action management, people management, financial management

Tim Weil

Sample Agenda

Day 1

Activity
Introductions and Workshop Overview; Expectations; Challenges • Facilitators introduce themselves and present the workshop’s objectives and agenda. • Participants will have three minutes each to introduce themselves, define their workshop expectations and describe one major challenge they encounter in their work.
Review of Pre-workshop Assignments • Discussion on key words and definitions • Clients, stakeholders and audiences • Responsibilities and accountabilities • Results-based, strategic and tactical communications
CCO’s Competencies Profile for IS-6 Communications Advisors and Managers • Overview of the expected IS-6 competencies, as defined by the Communications Community Office • Review of the Competencies self-assessment grid • What is expected?
BREAK
Effective Managers’ Behaviours • Review and discussion of Treasury Board’s ‘Key Leadership Competencies and Behaviours’ • Focus on the centrality of communications and interpersonal skills. Mini Exercise
Strategic Thinking • How to think and act strategically in planning and providing communications advice and services • How to meet the challenges and expectations of senior communicators Mini Exercise
LUNCH
Case Study: Part 1
Team Leadership (1) • Different types of teams • What is a team leader? How to practice effective team leadership? • What do clients, supervisors and your team members expect from you? • What can you expect from clients and team? • How to ensure effective team liaison and consultation
BREAK
Team Leadership (2) • Team psychology • Roles of the Team Leader • What is and how to practice Situational Leadership? Mini-Exercise
Wrap-up of Day One: Qs and As

Day 2

Activity
Recap of Day One and Review of Day Two Agenda
Roles of the Senior Communications Advisor • The essential ingredients • Before/During/After roles • How to ensure effective advisory services: Actions, attitudes and behaviours
Exercising the Challenge Function • What is the challenge function? • How to constructively challenge your clients and yourself • Role of senior managers
BREAK
Case Study: Part 2
Horizontal Communications • Key principles of successful internal communications • What works and what does not • Importance of communicating horizontally • Roles, responsibilities and challenges of horizontal communications Mini-exercise: Organizational Communications Health Quiz.
LUNCH
Issues and Crisis Communications • Overview of best practices in issues and crisis communications • Tracking and managing issues • Why and how issues become crises
Case Study: Part 3
Effective Briefing • Written and oral – which is most important? • What makes for effective briefings? • Audience understanding and differentiation • Best practices, do’s and don’ts Mini-exercise
BREAK
Importance of Trust • What is Trust and why does it matter? • How to build and maintain trust within your team and with clients and stakeholders • What are senior managers looking for?
Bringing it all together • Review of key challenges • How to get the most out of the one-on-one coaching
Wrap-up and Evaluation Participants will complete a short evaluation.

Participant – Communications Competencies