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» Leadership Tracks
» Major Gifts/Planned Giving/Capital Campaigns Track
» Finance, Governance & Administration Track
» Special Topics Track
» Public Relations Track (HCPRA)


Public Relations Track (HCPRA)

TRACK DEAN:
Jane Petricic, National Coordinator HCPRA


SUNDAY, JUNE 6
10:00 - 11:20 am
    1. GETTING READY — UNDERSTANDING THE BASICS OF MARKETING RESEARCH
    Learn about marketing research and how to apply the findings for strategic
    communications. Through a comprehensive overview and a hands-on case study, participants will decipher the difference between qualitative and quantitative, phone and on-line surveys, sampling methods and sample sizes — and the associated costs of them all.
Dianne Kokesh
Executive Director Health Care
Marketing & Communications,
Karom Group of Companies, Toronto, ON		 Pat Stephens
Public Relations Coordinator
North Bay General Hospital, North Bay, ON


SUNDAY, JUNE 6
1:40 - 3:00 pm
    2. PUBLIC DISCLOSURE — WALKING THE FINE LINE AND FEELING GOOD ABOUT IT
    Real-life cases abound on the topic of public disclosure, medical ethics and hospital accountability. We’ll hear from two communicators who have lived through high profile examples and survived the scrutiny. Learn about two hospital policies that set the bar high and foster a culture of honesty and integrity.
Jeff Vallentin
Director of Public Relations and
Communications
Hamilton Health Sciences
 Craig DuHamel
Director of Public Affairs
Sunnybrook & Women’s College Health Sciences
Centre, Toronto


SUNDAY, JUNE 6
3:40 - 5:00 pm
    3. SO YOUR BOARD CHAIR IS A COMMUNICATOR! GOOD NEWS OR BAD NEWS?
    How many of us have shaken our heads in frustration because our Board doesn’t always support our communications plans or advice? But imagine if your Board Chair is a professional communicator! This session will delve into the vital relationship between communications staff and Board Chairs. How can you get your Chair on side with your communications plans? Should your Board Chair be given media training? How can you make this relationship work for the benefit of your organization?
Judy Brown
Director of Communications
Queensway-Carleton Hospital
 Jeff Polowin
Senior Vice President, Hill & Knowlton and Board Chair
Queensway-Carleton Hospital, Ottawa


MONDAY, JUNE 7
8:30 - 10:00 am
    4. MANY PATHS, ONE MISSION — A CASE STUDY IN CORPORATE BRANDING
    Since 1996, Providence Continuing Care Centre has grown from two sites to four, doubling staff and services. Public awareness and support of the three hospitals and one LTC facility is strong, but understanding of the organization of a whole is not. Hear about a joint branding initiative involving PR, HR and Development that is changing that.
Barbara Theman
Director of Communications
Providence Continuing Care Centre
 Timothy Brown
Vice President of Development & Communications
Providence Continuing Care Centre, Kingston, ON


MONDAY, JUNE 7
10:40 am - 12:00 pm
    5. THE WARM ARM OF THE LAW — COMMUNICATING WITH OUR UNIONS
    When the message is difficult, non-traditional communications partnerships can help. Hear about the communications strategy developed to deal with Fraser Health Authority’s recent contracting out of union security positions. How did the PR staff work collaboratively with Protection Services? It’s a great example of “planning your work, then working your plan.”
Helen Carkner
Director of Public Affairs
Fraser Health Authority
 Don MacAlister
Director of Protection Services
Fraser Health Authority, New Westminster, BC


MONDAY, JUNE 7
1:40 - 2:50 pm
    6. BLOWN AWAY — COMMUNICATING INSIDE AND OUT AFTER HURRICANE JUAN
    One hurricane. 300,000 homes without power. One roof torn off a hospital. 200 patients evacuated. 600 cancelled surgeries and 9000 cancelled outpatient appointments. This crisis reinforced the need for back-to-basics communication, highlighting the risk of relying on technology to communicate and the challenge of getting the message out in a “noisy” environment. Come and hear all about it.
Heather Hampson
Senior Strategy Advisor
Capital Health
 Geoff Wilson
Senior Advisor, Corporate Communications
Capital Health, Halifax, NS