Beyond the Hype 2018 Program

8 a.m. - 8:30 a.m.                Registration with Coffee and Treats


8:30 a.m. - 8:45 a.m.           Welcome and Opening Remarks


8:45 a.m - 9:45 a.m. KEYNOTE

Off-Camera: Tamara Taggart Gets Real

Veteran broadcaster, advocate and mother, Tamara Taggart, opens up about life, struggle and resiliency.


Meet Tamara Taggart


9:45 a.m. - 10:45 a.m.  SESSION #1

What's UX and Why Should You Care?

User Experience Design (UX) is critical to the success of any marketing or public relations campaign, website or app. So what is it exactly and why do we, as communications professionals, need to understand it? This session speaks to the current and future trend of user experience design that focuses on the customer journey and aligns closely with the foundations of PR.


Liza Aboud, Vice President of Customer Experience and Communications at the Land Title and Survey Authority of BC (LTSA) explains why companies need to invest in understanding the customer journey. She will also share the concepts behind ‘Design Thinking’ and UX using one of the LTSA’s projects as an example of how they put the customer needs first.


Meet Liza Aboud


10:45 a.m. - 11:15 a.m.            Coffee and treats


11:15 a.m. - 12:15 p.m. SESSION #2

Don’t Feed Your Public Steak and Your Employees Dog Food

Communicating internally is often the poor cousin to the focus on external audiences, meanwhile, organizations are increasingly recognizing the strategic lever that internal communications holds in terms of engaging and retaining employees, providing killer customer service and building public trust.


Management consultant Katie Hamilton hears everyone say they want to do it better, but how many know how? How do we move past the corporate newsletter and start building better two-way relationships within our organizations? This interactive session offers a fresh perspective on internal communications and gets back to the basics, offering practical takeaways that can start happening tomorrow.


Meet Katie Hamilton


12:30 p.m - 1:30 p.m. LUNCHTIME KEYNOTE

Storytellers and Their Stories: Lessons Learned From Behavioural Sciences

Trust and credibility is critical to building lasting relationships both inside and outside your organization. Dr. Terry Flynn shares findings on building trust from new behavioural insights research. Participants will learn the key behavioural factors that drive trust, credibility, transparency and relationship mutuality.


Meet Dr. Terence (Terry) Flynn


1:30 p.m. - 2:30 p.m. SESSION #3

Demystifying Social ROI in 4 Steps

Businesses still struggle with the right way to measure the value of social. Join Eva Taylor, who leads the Global Social Marketing team at Hootsuite, to get a new perspective on what social success can mean for public relations professionals. She will share stories, insights, practical advice on how to connect your social marketing activities to strategic business goals and offer tips to take away on how to talk to your CEO about the ROI of social.


Eva will also give us an inside look at Hootsuite's newest campaign, the Future of Social, which offers a deep-dive into the key social trends headed our way and the capabilities that you'll need to win at social.


Meet Eva Taylor


2:30 p.m. - 3:00 p.m.   Coffee and treats


3:00 p.m. - 4:00 p.m. SESSION #4 (CEO Panel)

Cracking the Code: How to Show Value and Speak the Language of the C-Suite

This moderated CEO panel will help us suss out the truth -- what do communications and public relations practitioners need to do to get to the C-Suite? What do CEOs want to hear from you? What do they need to see from you to know you belong at the Executive table? What are some common mistakes we make that hinder our move up? What are some opportunities for us to think beyond our own silos? And what’s the #1 piece of advice about making it to the top?



  • Lacey Sheardown, President of Meet Lacey

  • Kimberley Hughes, General Manager, Delta Hotels by Marriott Victoria Ocean Pointe Resort. Meet Kimberley

  • Dr. Hannes Blum, former CEO of AbeBooks / VP of Meet Hannes.


4:00 p.m. - 4:30 p.m.           Closing remarks and prizes


4:45 p.m. - 7 p.m.                Mixer at Hatley Castle

Canadian Public Relations
Society of Vancouver Island
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