Workshop

Media Relations

Writing Effective Media Lines, News Releases & Media Pitches

October 23–24, 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?

Media Lines: When the media get in touch on a hot issue, you need to answer them with effective responses that put that issue to bed once and for all. This workshop shows you how. The instructor discusses the definition, purpose, approach and structure of departmental media lines and puts you through some informative and useful exercises.

News Releases: A high percentage of new releases end up on the news-room floor because they lack punch, brevity and useful information. In this workshop the instructor shows you how to write an effective news release that will improve your chances of good media coverage.

Media Pitches: Whether we communicate with the media emails, face-to-face or through RSS feeds and other social media channels, we need to understand what journalists need and pitch our news and stories accordingly. This workshop provides participants with the approaches, tips, information and language they need to do just that.

What will you learn?

How to write crisp, concise prose
Why media lines are important and useful
How to write effective media lines
Why some news releases fail and why some succeed
How to write effective news releases
How to assess the newsworthiness of our stories and craft our pitch to the media

What will you take away?

Participant notebook consisting of presentation slides
Link to post-workshop resources and useful information
Morning and afternoon snacks and beverages and lunch
Certificate of completion to add to your professional portfolio

Professional Competencies

Citizen-Centered Communications
Media Relations
Verbal and Written Communications

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
Media Context and Need Media today. What media needs from us? What is news and is not? Importance of stories. Understanding media news filters.
Writing Concisely Reason for and approaches to writing concisely. A three-step practical approach to destilling information. Key tips for compressing texts. The wider context: analyzing and synthesizing information, defining issues, and assembling clusters of information into a logical order under tight deadlines.
BREAK
Précis Exercise In pairs, participants work on reducing a specific text to one-fifth of its original length and present the results. Instructor-led discussion on methods of identifying and summarizing key ideas for a document summary.
Writing Media Lines Context, importance, structure and key attributes of effective successful media lines. Key principles of plain language and successful messaging.
Exercise Participants break into groups and prepare media lines using a case study. Instructor-led review and discussion of the results.
LUNCH
News Releases What the media want and need: the various sections of a release and how to prepare them.
Exercise on Preparation of a News Release Participants break into groups of three and prepare a news release based on a case study scenario. Review of release with the instructor.
BREAK
Pitching to the Media The elements of a successful pitch. When and how to pitch your story. What are the elements that will appeal.
Exercise In groups, participants will craft a media pitch based on a case study scenario and report back with their results. Instructor-led feedback and discussion.
Wrap-up and Workshop Evaluation

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

Media Relations

Successful Media Relations

November 27–28, 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?

Today’s media business is dominated by competition for attention and advertising dollars, editorial policies, transformation of the traditional news and reporting cycles and the impact of social media technologies. The media relations function now encompass a wide range of activities, including Ministerial communications, briefings, spokespersons, media kits, web and social media strategies and much more. Is media relations art or science? And if it is both, as most practitioners believe, how can we define and achieve desirable results for our organizations? The business of media is also changing through increased integration with a major impact on how reporters work and what they need from media relations officers. Against this background, developing and integrating media relations strategies into overall communications is an important skill for all communicators. The difficult part is the process of actually translating media strategies into reality, of building professional relationships with members of the media and, perhaps most important, achieving recognition of the organization and its media relations officers as credible sources of information.

What will you learn?

Current media realities and expectations
The Do’s and Don’ts of dealing with the media
How to develop an effective media relations strategy
How to monitor and measure media coverage
Identifying and managing issues in a media context
How to integrate media relations with strategic communications
Crisis communications and dealing with the media

What will you take away?

Presentations slides in the form of a participant notebook
Exercises and handouts

Professional Competencies

Engagement: Working effectively with people, organizations and partners

Sample Agenda

Activity
Introductions and Workshop Overview
Media Today Key changes in the media business. Integration, technology and the newsroom. The changed role of the reporter. Evolution of societal and media issues.
Media Relations Integrating media relations into strategic communications. Media context. Media relations as a function. Media news filters. Exercise: Media Scenario – SWOT analysis.
BREAK
“Sine Qua Non” of Media Relations Myths and realities. Basic tenets and principles. Different journalistic styles. Research. Dos and Don’ts of media relations.
Developing a Media Relations Strategy: “Will the Shoe Fit?” Components of a media strategy and plan. Expected and realistic results. Role of research. Segmenting the media. Context and drivers. Short term v. long-term strategies. Determining the “right” strategic approach. Assessing the risks.
LUNCH
Exercise: Crafting a media relations strategy.
Media Tools Tools for knowledge, cooperation and coverage.
BREAK
Implementing and Managing Media Relations: The Road to Credibility Understanding what is news. Responding to different needs of the reporters. Getting the message out. Reports’ deadlines. Questions we need to ask.
The Media and Crisis Communications Defining and anticipating crises. Crisis team, roles and responsibilities. The Do’s and Don’ts of crisis communications and dealing with the media. Exercise: Dealing with a crisis scenario and developing a media relations approach.
Wrap-up and Workshop 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

Media Relations

Meeting the Media: The Essentials

November 5–6, 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?

The ability to deal effectively with the media in interview situations is an important skill for communicators and anyone whose work includes a media / communications / information-provision dimension. This workshop is designed for those who occupy a position where they may, as part of their job, have to be available to media or who would like to expand their professional skills – in fact, even if you’re not directly invovled with media, the skills and techniques learned in this workshop are invaluable when presenting, briefing, speaking in meetings, dealing with committees or on similar occasions. They can be applied whether the audience is the boss, other bosses, colleagues, stakeholders, the public or members of the media.

What will you learn?

What’s news, story selection, coverage drivers, differences between media
The basic Do’s and Don’ts of dealing with the media
How to negotiate an interview – how to develop a strategy, prepare and stay in control
Dealing with difficult questions
Giving radio and television interviews

What will you take away?

Participant notebook consisting of presentation slides
Hand-outs
A copy of your mock-interview(s) – if requested
Increased confidence in dealing with media

Professional Competencies

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

Don Smith

Sample Agenda

Activity
Introductions and Workshop Overview
Media 101 Media characteristics and operation: overview of radio, television print media; the Internet. What media want; how they get it; what they do with it when they get it – or don’t get it. Key aspects: media as opportunity; the idea of control; building and maintaining credibility – do’s and don’ts.
BREAK
Negotiating the Terms of and Preparing for the Interview; the Print and Radio Interview When the first call comes: negotiating the ground rules. Preparing: getting ready; developing a personal interview plan and strategy; avoiding pitfalls. The length and depth of print versus other interviews; the role of the voice and language in radio interviews; the interview plan; tips and techniques.
Exercise: Giving the Radio Interview Each participant will undertake a recorded radio interview. Playback and feedback identifying strengths and areas for improvement.
LUNCH
Bridging and Deflecting Techniques, Difficult Questions and Giving Answers Questions that are: direct; vague; partly true; based on erroneous information; emotional; hostile; hypothetical; personal. Conflicting agendas: you’ve agreed on what you will talk about but you and the journalist may have different agendas. Techniques for dealing with difficult questions: talking about what you want to talk about.
Preparing for the Television Environment and Interview An environment where impressions trump content; attitude; facial expression; body language; dress; hair; etc.
BREAK
Exercise: Giving the Television Interview Each participant will undertake a recorded television interview. Playback and feedback identifying strengths and areas for improvement.
Wrap-up and Workshop Evaluation Participants will complete a short evaluation.

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

Manager, Transport Canada

Workshop

Communications

Communications for Risk, Issues and Crisis Management

February 19–20, 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?

There will be a crisis! And suddenly the world changes – time appears to accelerate; the pressure of events and demands for action from on high intensify; media, stakeholders, key audiences and others are all calling, emailing, posting; the blogosphere is moving rumour to fact at incredible speed.

Sooner or later, as a trusted communications advisor, you will have to help manage a real life issue and/or crisis in your organization. For all involved, including you and your colleagues, it will be a frustrating, stressful, perplexing and confusing experience. You will be expected to support senior management by providing, on the spot, a full-blown communications strategy and action plan including timely, compassionate and accurate messaging, delivered through appropriate vehicles. And, just when you think that things could not get any worse, you will realize that the media, the public and even your colleagues are looking directly at you and wondering when you will make the issue or crisis go away!

Crises rarely emerge full-blown from some secret place. They incubate in the issues surrounding an organization, more specifically the unaddressed issue or issues, and these are usually known. And each presents risk. But, in the high-pressure world of government and politics, perception often trumps reality and drives people’s assessment of the risks they may face. The ill-managed risk, then, makes your task even more daunting

There is, in fact, a continuum of issue, risk and crisis that communicators and others need to understand in order to be able to respond effectively. Damage to your organization’s operational capacity and reputational capital could have been averted or at least mitigated, if only ‘we had seen it coming’…

What will you learn?

This workshop will show you how, through collaborative forward thinking and proven processes, the communications team can help manage and address issues and both prevent and address crises. The learning is structured around and focused on two key communications functions: issues management and crisis communications.

You will strengthen your knowledge and skills through presentations, discussions and simulations based on a case study covering the following:

Understanding the Risk — Issues — Crisis Continuum;
Understanding what issues and crises have in common and how they differ;
Learning the importance of perception, trust, credibility, reputation and the achievement of organizational objectives;
Appreciating and knowing how to take advantage of pro-active communications in the management, prevention and resolution of issues and crises;
Understanding the W-5 of risk and issues management;
Knowing your role and the role of others in your organization regarding risk and issues management and crisis communications;
Exploring and understanding the basic principles, processes and tools that support effective risk and issues management and crisis communication;
Reviewing the social media tools that can be successfully used for issues management and crisis communications;
Knowing how to manage and survive a crisis on the Internet;
Understanding the critical elements of a crisis communications strategy and action plan.

What will you take away?

In addition to the course workbook and exercises, you will also take away useful templates, handouts and references.

Professional Competencies

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

Tim Weil

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

Sample Agenda

Activity
Introductions and Workshop Overview • Participants will provide a brief overview of their respective roles and responsibilities, and expectations for the workshop • The instructor will outline the course program
The Basics • Key definitions of issues, emergency and crisis will be clarified and connected to examples provided by participants • The risk-issue-crisis continuum • Discussion of how and why perception often prevails over reality and the importance of reputation and trust • The linkages between operational and reputational issues/crisis will be further explored • Clarification of the work undertaken by communicators on effective issue management and crisis communications • Discussion of roles and responsibilities in effective risk, issues and crisis communications
BREAK
Context and Conditions Common to Issues and Crisis Communications • Discussion of the context – such as growing partisanship, fierce media competition and the impact of social media and the conditions such as extreme speed, fear of failure and paralysis by analysis – common to issues and crisis communications. • Overview of effective issues management • Discussion of the ‘W-5’ of issues management • Participants will define the steps in managing issues and identify frequent sources of issues in the public sector.
Case Study Exercise Participants working in small groups will identify issues and potential risks outlined in a case study and make recommendations on how these should be managed.
LUNCH
How to Manage a Crisis and Respond Successfully • Differentiating between crisis management and crisis communications and how to manage communications during a crisis situation • The crisis communication lifecycle and the crucial importance of communications throughout the crisis and the strategic importance of the initial response to a crisis situation • The essentials of working with the media during a crisis situation, including how to establish and maintain a working relationship with the media
How to Survive a Crisis in Cyberspace • Discussion of surviving a crisis on the Internet and the impact of social media on issues and crisis communications • The fundamentals of using the Internet and social media as a communications tool help resolve an issue and/or a crisis situation
BREAK
Crisis Communications Strategy and Plan Review of the key elements of a crisis communications strategy and action plan and the art of being strategic when time is short.
Case Study Exercise Participants working in small groups will develop a comprehensive communications response to a crisis situation.
Wrap-up and Evaluation Participants will complete a short evaluation.

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

Communications Advisor, Canadian Food Inspection Agency

Workshop

Communications

Communicating Science

9:00 am - 12:30 pm •

Online

Cost: $750

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

This course is intended to build the capacity of government scientists, program managers, communicators and policymakers in science portfolios, to communicate scientific concepts and findings, and the potential impact of science, to diverse Canadian and international audiences. The course helps build the skills needed to bring science to bear in important public policy arenas, including both best practices and potential pitfalls to avoid. The two-day program is grounded in principles of adult learning and employs a mix of case-study presentations and group work.

Why should you attend?

Scientists working in policy environments, including government departments and agencies, granting councils, not-for-profit agencies and think tanks
Subject matter experts who may have to comment publicly on science-related topics
Managers with responsibility for departmental science portfolios
Communicators working to interpret scientific results and activities and to develop and disseminate science-based communication materials
Scientists working in management roles
Spokespersons in science-based organizations

Why should you attend?

To improve skills for communicating the potential impact of science in ways that are compelling and persuasive to lay audiences;
To develop an enhanced ability of to recognize windows of opportunity for use of scientific findings;
To better avoid common pitfalls in communicating science
To build the skills necessary to communicate science effectively in public policy environments.

What will you take away?

Participant workbook, references, bibliography and tip sheets.

Professional Competencies

Thinking Things Through: Innovating through analysis and ideas
Engagement: Working effectively with people, organizations, 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

Day 1

Activity
Introductions and Workshop Overview • Participant introductions • Overview of issues in communicating science to non-scientists: common pitfalls • Risk communication and science • Knowing Your Audience: principles of effective science communication
HEALTH BREAK
Science and the Written Word Participants will work together to transform a short piece of scientific writing into a crisp narrative that would capture the attention of decision-makers.
LUNCH
Science and the Spoken Word In this session, participants will discuss the tools and techniques to communicate the potential impact of science in language that is compelling, including the use of illustrative stories and anecdotes that have the power to make the impossible seem possible. This session will include some small group work.
HEALTH BREAK
Case Study: Science and Public Policy Debates Participants will discuss a real case study involving the use of science in a major public policy debate (possibilities include harm reduction and illegal drug use, risk-benefit analysis in pharmaceuticals, nuclear safety, BC salmon runs)

Day 2

Activity
Recap of Day 1: Key Messages
Recognizing “windows of opportunity” Participants will develop the tools to recognize “policy windows’ for the use of science, through the use of a case study and examples.
BREAK
Case Study: Communicating Science in a Crisis Participants will discuss a case study involving the use of science in a major public policy debate (possibilities include harm reduction and illegal drug use, risk-benefit analysis in pharmaceuticals, nuclear safety, BC salmon runs)
LUNCH
Best Practices in Organizational Communication of Research Participants will learn from some best practices in organizations related to structures and processes for the communication and uptake of science.
BREAK
Round Table Discussion Participants and the instructor will engage in questions and answers to discuss issues of specific interest to individual participants.
Wrap-up and Workshop Evaluation Participants will complete a short evaluation.

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

Workshop Participant, Health Canada

Workshop

Communications

Communicating Change and Transformation

9:00 am - 12:30 pm •

In-House, Online

Cost: $750

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

Why should you attend?

Change has become a constant in most working environments. Organizations, whether in the public, private or voluntary sectors, increasingly find themselves in continuing states of complex change. The need to effectively and quickly communicate about change has, for many communications professionals, become a regular part of their organizational responsibilities. However, busy communicators may not be aware of the range of tools now available to inform key internal and external clients, stakeholders and audiences about change.

Communicating Change and Transformation has been designed to provide communications professionals with the tools, techniques and approaches necessary to articulate, build and sustain support for all manner of internal and external organizational change.

What will you learn?

Participants will learn about:

The dimensions of change, including the types of change and various approaches to communicating about change;
Building and initiating change communications for internal and external clients, stakeholders and audiences;
The different change communications methodologies designed to engage key groups and individuals in planned change processes;
The different change communications methodologies designed to engage key groups and individuals in planned change processes;
The range of options available to communications practitioners to successfully move clients, stakeholders and audience groups from adversarial to supporting positions;
Proven communications approaches designed to limit resistance to change and information overload;
How to prevent under-communication and inconsistent messaging during periods of sustained and intense transformational change;
How to sustain trust and enhance organizational reputation during periods of intense change; and
How to build and implement a manageable and cost-effective change communications strategy and implementation plan.

What will you take away?

Notebook consisting of presentation slides
Exercises and handouts

Leah Jurkovic, President CEC

Sample Agenda

Activity
Participant Introductions and Workshop Overview
Defining the Concept of Change Participants will discuss the basic change concepts, including the typical types of change found in the public, private and voluntary sectors.
The Pathology of Change During this session, participants will explore the psychological processes individuals pass through during change as well as why some individuals resist change and what can be done to effectively manage and support both the ‘passive’ and ‘active’ resisters.
HEALTH BREAK
Exercise Working in small groups, participants will identify and describe the nature of the barriers/challenges that their change communications must address.
How to Build a Change Communications Strategy Participants will discuss and share information about the critical steps required to develop and implement an outcomes-based change communications strategy and implementation plan.
LUNCH
On Being a Change Communications Strategist • Participants will discuss the advice and guidance that they will need to provided to organizational leaders on strategic change communications • Participants will also discuss the range of efforts required to ensure that internal and external clients, stakeholders and audiences are change-ready.
HEALTH BREAK
Exercise Working in small groups, participants will build specific change communications strategies designed to overcome the barriers/issues identified during the previous exercise session.
Tactics: Communicate Relentlessly Participants will review a number of tried and tested communications approaches used in change communications including: face-to-face communications, small group meetings, storytelling, special events, print and electronic communications and more.
Recap and Evaluation

A relaxed space where everybody felt free to talk.

Research Scientist, Health Canada

Workshop

Communications

Best Practices for Internal Communications and Employee Engagement

February 26–27, 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 current environment is dominated by management efforts to ensure that all levels of employees respond to significant changes in their internal and external environments. In this context, the ability to harness internal communications and engage employees is a pre-requisite of successful organizational transformation, that is, transformation that reflects and effectively deals with the complex impacts of shifting economic, social and demographic realities.

This workshop is designed to tune up and strengthen participants’ understanding of, and skills in, various aspects of internal communications and employee engagement, as well as to bring examples of best practices from diverse organizations.

What will you learn?

The workshop will focus on:

What is internal communications – principles, linkages and definitions
Relationship between internal communications and employee engagement
Key issues and drivers of internal communications
Diverse approaches to internal communications
What others do and do not do and why
What works and what doesn’t – sine qua non of best internal communications practices
Impact of social media on internal communications and employee engagement
Importance of research, monitoring and evaluation
Linkages to external communication
An integrated strategic approach to planning, developing and implementing internal communications and employee engagement

Included in this workshop

Participant notebook consisting of presentation slides
A link to post-workshop resources available for download
Certificate of completion

Leah Jurkovic, President CEC

Sample Agenda

Activity
Introductions and Workshop Overview Participants will introduce themselves and outline their expectations for the workshop.
What is Internal Communications and Employee Engagement • Definitions, principles and linkages • Issues and drivers of public sector internal communications and employee engagement • Understanding and using “impact mapping” to drive internal communications • Key issues and challenges in internal communications and employee engagement Exercise: Internal Communications and Employee Engagement Organizational Health Quiz
BREAK
Approaches to Internal Communications and Employee Engagement • Addressing diverse internal communications and engagement needs • From “corporate” to “HR” to “change” to “crisis communications” • Different communications flows and applications • What approaches to use and when Small Group Exercise
LUNCH
Tools and Techniques for Effective Internal Communications and Employee Engagement • What works • What doesn’t work • How do we find out • Integrating internal communications and employee engagement • Internal social media engagement • Do’s and don’ts of internal communications research, monitoring and evaluation Small Group Exercise
BREAK
Integrated Strategic Approach to Internal Communications and Employee Engagement • Linkages to organizational strategies and business plans • Internal versus external communications • Building an internal communications strategy and action plan Small Group Exercise
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

Advising Tough Clients Through Influence, Persuasion, and Diplomacy

March 5–6, 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 CEC’s workshop on Advising Tough Clients Through Influence, Persuasion and Diplomacy will provide learners with the skills necessary to advise ‘tough’ clients. Today, many advisors working in the public, private and voluntary sectors find it increasingly difficult to not only brief upwards but to get clients to listen to and/or to act on their advice. This workshop will focus on the skills required to influence and persuade those in a leadership and/or decision-making position to listen to and consider the advice being provided.

This workshop is not a skills development workshop on ‘negotiation methodologies’. It is a professional development workshop focused on the techniques required by advisors to influence, persuade and earn the trust of tough-minded clients.

What will you learn?

This workshop will help those working in an advisory capacity to acquire the skills and techniques necessary to advise tough clients. The workshop participants will learn how to:

Navigate among different types of tough clients;
Reach, influence and persuade tough clients;
Differentiate the process of influencing and persuasion from that of negotiation;
Establish the trust and reputational capital necessary to successfully influence the decisions of tough clients;
Successfully engage in the process of relationship building;
Build consensus and learn how to get to yes; and
Challenge tough clients with reason, respect and diplomacy.

Who should attend?

This highly innovative workshop will be beneficial to all of those individuals working in an advisory capacity in either the public, private or voluntary sectors.

What will you take away?

Workbook with checklists
Exercises and handouts

Professional Competencies

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

Leah Jurkovic, President CEC

Sample Agenda

Activity
Introductions and Workshop Overview Participants will introduce themselves and outline their expectations for the workshop.
The Politics of Advice: Falling on Deaf Ears! Participants will discuss why the advice provided to clients seems to fall on deaf ears.
Tough Clients: A Look Behind the Curtain Participants will discuss the common characteristics of tough clients and why some clients are harder to reach, influence and persuade than others. Participants will also discuss some initial solutions to managing difficult clients.
HEALTH BREAK
How to Successfully Apply Influence, Persuasion and Diplomacy Participants will discuss the characteristics and skills that advisors require to reach, influence and persuade tough clients. Participants will discuss the strategies required to influence and persuade tough clients to listen and to act on the advice provide to them.
Exercise Working in small groups, the participants will identify and describe the challenges that they regularly face when trying to advise tough clients. The participants will determine which if any of the challenges identified are common to everyone in their small group.
LUNCH
Strategies for Successful Negotiations Participants will review and discuss positive negotiating approaches and strategies when working with tough clients.
Building Relationships Based on Trust and Reputation Participants will learn about the skills necessary to build relationships based on trust and on how trust and reputation are critical to securing the respect and support of tough clients.
HEALTH BREAK
Getting to Yes — The Road to Consensus and Challenging When Necessary Participants will learn how to reach consensus and build rapport with tough clients when trying to persuade and influence them. Participants will discuss how to challenge tough clients using a strategic combination of reason, respect and diplomacy.
Exercise Working in small groups, the participants will design strategies to overcome the challenges identified during the morning exercise session.
Recap and Evaluation The participants will have an opportunity to ask final questions and discuss remaining concerns The participants will complete a short workshop 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

Advising Tough Clients Through Influence, Persuasion, and Diplomacy

November 5–6, 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?

The CEC’s workshop on Advising Tough Clients Through Influence, Persuasion and Diplomacy will provide learners with the skills necessary to advise ‘tough’ clients. Today, many advisors working in the public, private, and voluntary sectors find it increasingly difficult not only to brief upwards but also to get clients to listen to and act on their advice. This workshop will focus on the skills required to influence and persuade those in a leadership and/or decision-making position to listen to and consider the advice being provided.

What will you learn?

This workshop will help those working in an advisory capacity to acquire the skills and techniques necessary to advise tough clients. The workshop participants will learn how to:

Navigate among different types of tough clients;
Reach, influence and persuade tough clients;
Differentiate the process of influencing and persuasion from that of negotiation;
Establish the trust and reputational capital necessary to successfully influence the decisions of tough clients;
Successfully engage in the process of relationship building;
Build consensus and learn how to get to yes; and
Challenge tough clients with reason, respect and diplomacy.

Who should attend?

This highly innovative workshop will be beneficial to all of those individuals working in an advisory capacity in either the public, private or voluntary sectors.

What will you take away?

Workbook with checklists
Exercises and handouts

Professional Competencies

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

Leah Jurkovic, President CEC

Sample Agenda

Activity
Introductions and Workshop Overview Participants will introduce themselves and outline their expectations for the workshop.
The Politics of Advice: Falling on Deaf Ears! Participants will discuss why the advice provided to clients seems to fall on deaf ears.
Tough Clients: A Look Behind the Curtain Participants will discuss the common characteristics of tough clients and why some clients are harder to reach, influence and persuade than others. Participants will also discuss some initial solutions to managing difficult clients.
HEALTH BREAK
How to Successfully Apply Influence, Persuasion and Diplomacy Participants will discuss the characteristics and skills that advisors require to reach, influence and persuade tough clients. Participants will discuss the strategies required to influence and persuade tough clients to listen and to act on the advice provide to them.
Exercise Working in small groups, the participants will identify and describe the challenges that they regularly face when trying to advise tough clients The participants will determine which if any of the challenges identified are common to everyone in their small group.
LUNCH
Strategies for Successful Negotiations Participants will review and discuss positive negotiating approaches and strategies when working with tough clients.
Building Relationships Based on Trust and Reputation Participants will learn about the skills necessary to build relationships based on trust and on how trust and reputation are critical to securing the respect and support of tough clients.
HEALTH BREAK
Getting to Yes — The Road to Consensus and Challenging When Necessary Participants will learn how to reach consensus and build rapport with tough clients when trying to persuade and influence them. Participants will discuss how to challenge tough clients using a strategic combination of reason, respect and diplomacy.
Exercise Working in small groups, the participants will design strategies to overcome the challenges identified during the morning exercise session.
Recap and Evaluation The participants will have an opportunity to ask final questions and discuss remaining concerns The participants will complete a short workshop evaluation.

A relaxed space where everybody felt free to talk.

Research Scientist, Health Canada