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8thEssentials“It was interesting to hear from a variety ofseasoned practitioners”“Very informative - new ideas to implement atwork”“Gained a much better understanding of therole of lobbying of government & its role withinthe general business strategy. A very goodoverview of strategies & tactics that can beimplemented to achieve your goals”of LobbyingKey strategiesfor influencinggovernmentdecisionsSteering Committee MembersCam Hantiuk, Director - Communications and StakeholderRelations, Tervita CorporationMarian Stuffco, Government Relations Advisor, College ofPhysicians & Surgeons of AlbertaOctober 28 & 29, 2014, EdmontonWorkshop Included:Mobilizing the Grassroots to Implement YourLobbying StrategySpeakers & Participating OrganizationsCourse LeaderGerald D. Chipeur, Q.C.,Miller Thomson LLPCourse LeaderMike Spear,Genome AlbertaJames R. Dau,Prismatic Group Inc.Jack Hayden,Hayden and AssociatesJonathan R. Huggett,JR Huggett CompanyCatherine Keill,Hill+Knowlton Strategieswho should attendExecutives from NGOs, industry associations, professionalgroups, trade unions and charitable organizations; Governmentaffairs managers and directors and registered lobbyistscourse highlights• Learn from some of Canada’s top veteran lobbyists whatit takes to be an effective lobbyist• Gain insight into how to develop an effective lobbyingstrategy• Get the latest on lobbying disclosures, reporting andethics• Identify the key research elements needed for a lobbyingcampaign with the most impact• Learn how you can effectively use the media to positionyour issue with government and better target youraudience• Hear best practices for mobilizing the grassroots toimplement your lobbying strategyDavid Keto,University of CalgaryLaura Fitzgerald,Laura Fitzgerald & AssociatesRoderick Love,Rod Love Consulting Inc.Gerald Rhodes,Alberta Association of Municipal Districtsand CountiesRandy Kerr,HBW Resources, LLCDaniel Ouimet,ConocoPhillips CanadaOlav Rokne,Alberta Federation of Labour

FACULTYCOURSE LEADERSGERALD D. CHIPEUR, Q.C.Gerald D. Chipeur is a Partner with MillerThomson LLP. He provides advocacy andadvice on business, regulatory, governance,healthcare and ethics issues for publicsector and private sector clients.MIKE SPEARMike Spear is Director of Corporate Communicationsfor Genome Alberta, wherehe is involved in communication, marketingand public relations. He has had extensiveexperience in the media.CO-LECTURERSJAMES R. DAUJim Dau is a Founding Partner of PrismaticGroup Inc. He is a former director of communicationsin the Office of the Premier.LAURA FITZGERALDLaura Fitzgerald is Principal at LauraFitzgerald & Associates. She providesanalysis of health policy and legislation topharma and medical device companies.JACK HAYDENJack Hayden is President/CEO of Hayden andAssociates. His experience includes servingas Minister of Infrastructure, Minister ofAgriculture and Minister of Tourism Parks &Recreation for Alberta.JONATHAN R. HUGGETTJonathan R. Huggett is Principal at JR HuggettCompany. He is a specialist in publicpolicy advocacy for the non-traditional deliveryof public infrastructure.CATHERINE KEILLCatherine Keill is Public Affairs Group Leader(Alberta) and Senior Account Director atHill+Knowlton Strategies. She has more than15 years of experience in communications andpublic policy.RANDY KERRRandy Kerr is Executive VP at HBWResources. He is also Executive Director ofthe Canadian Natural Resource Alliance. Heoffers a deep expertise in government andregulatory affairs in the oil, gas and environmentalfields.DAVID KETODavid Keto is the Senior Associate,Government Relations, at the University ofCalgary. He has extensive experience providingfederal and provincial government relationsadvice to industry, not-for-profit, and publicorganizations across western Canada.RODERICK LOVERoderick Love is Principal with Rod LoveConsulting Inc. He worked for 18 years inpublic service at the municipal, provincial andfederal levels of government.DANIEL OUIMETDaniel Ouimet is Director, GovernmentRelations & Communications, Special Projectswith ConocoPhillips Canada.GERALD RHODESGerald Rhodes is Executive Director for theAlberta Association of Municipal Districts &Counties.OLAV ROKNEOlav Rokne is Communications Director atAlberta Federation of Labour. He previouslyworked in the non-profit sector as a lobbyist.COURSE PROGRAMHOW TO BE AN EFFECTIVE LOBBYISTAn important variable that separates successful from ineffective lobbyistsis the ability to combine a strong case with passion, patienceand persistence. This opening presentation will highlight what it takesto be an effective lobbyist, providing practical advice and strategiesdesigned to make your organization’s lobbying efforts effective andcompelling to government decision makers.• Profile of an effective lobbyist• Best practices for making your case• Building a compelling story for decision makers• Identifying the proper channels to tell your story• Parliamentary outreach, stakeholder mapping, grassroots outreachand use of the mediaCOMPLIANCE WITH THE LAW: LOBBYING DISCLOSURES,REPORTING AND ETHICSWith the lobbying of government officials increasingly under scrutiny,strict adherence to lobbyist registration laws is essential as is greaterawareness of the Federal Lobbyists’ Code of Conduct. This sessionwill review key requirements of the Federal Lobbying Act, BC LobbyistsRegistration Act and Alberta Lobbyist Act.• Update on the laws governing lobbyists• Conflict of Interest and Post-Employment Code for Public OfficeHolders• Adjusting your lobbying program to meet the new legal reality• Communications that must be reported• Developments in Lobbyists Registration Law in BCSUPPLEMENTARY COURSE MATERIALFederated Press is now providing delegates with access to an innovativenew database containing at least 25 interactive multimedia presentationsby leading experts and approximately 20 hours of lectures on the topicscovered by this course, including all slides and speakers’ papers. See thelist of presentations on page 4.

COURSE PROGRAMLOBBYING IN THE NON-PROFIT SECTORTo enhance its organizational mission, a non-profit organization musthone its lobbying skills. This presentation will examine how to developeffective relationships with governments in addition to privatesupporters in order to influence legislation and policy development.• Understanding the new advocacy environment for charities andnon-profit organizations• Forging coalitions to add impact to your message• Developing a lobbying plan for non-profits• Building on intrinsic lobbying strengthsALIGNING YOURSELF WITH PARTNERS AND COALITIONSPartnering with other organizations, associations and industrycolleagues through forming coalitions is one of the best ways tomove your policy issue forward. This presentation will explore thebenefits of working through coalitions to influence government.• Is your issue right for a coalition approach?• How to choose the right coalition partners• Formal coalition versus an informal working group• Developing a communications strategyCONTENT LOBBYING VS. CONTACT LOBBYINGContent lobbying is the everyday networking on specific issues withregulators, civil servants and other government service suppliers,whereas contact lobbying involves going straight to the legislators.This session will examine the differences between the two and thepros and cons of each.• Advantages and challenges of both types of lobbying• Perils of contact lobbying• Best practices for employing contact lobbying when content lobbying fails• Determining when one type of lobbying is more suitable than theotherLOBBYING FOR ASSOCIATIONS: CREATING SYNERGYWITH YOUR REPUTATION AND LOBBYINGMany businesses, associations and NGOs operate in the publicarena where success in advancing a priority or responding to anissue can require lobbying and advocacy. Paying attention to yourreputation is a must. This session will examine:• Building your reputation• Developing a strategy: collaboration or confrontation• Aligning your interest with the public interest• Lobbying government and the oppositionDEVELOPING A POSITIVE RELATIONSHIP WITH THEMEDIAEngaging the media may be the most valuable strategy for creating asuccessful lobbying campaign, especially in the social media world.This presentation will illustrate how you can effectively use the mediato position your issue with government.BUILDING STRATEGIC RELATIONSHIPS: WHY MEANINGFULENGAGEMENT OF THE GRASSROOTS MATTERSTo positively shape future public policy, it is critical to build, preserveand protect strategic relationships before a crisis unfolds. This presentationwill explore the benefits of working through coalitions and othergrassroots organizations.• Personal and corporate authenticity: building consensus and trust• Developing an effective communications strategy: linkingorganization’s issues to strategic plan and objectives of partners• Ensuring the message has grassroots appeal• Issues to consider in preparation of coalition presentations, faceto-facemeetings and media messagingCONDUCTING RESEARCH FOR A LOBBYING CAMPAIGNIt is essential to have a definite game plan with respect to the legislative,regulatory or policy changes that you are advocating. A key componentof that plan is to conduct thorough research before launchingyour lobbying effort or prior to meeting with a government official. Thissession will identify the key research elements needed so your lobbyingcampaign will have the most impact.• Understanding where policy makers stand on the issues• Determining who influences or votes on your issue• Knowing the arguments for and against• Sources of information• Matching your research to your audienceEFFECTIVE LOBBYING PRACTICESA lobbying campaign can only be effective if it is based on a solid foundationincluding an understanding of the issue and how it aligns withthe current environment. This discussion details how to lay the groundworkfor an effective lobbying campaigns.• Ensuring internal alignment: getting senior management buy-in• Securing necessary resources internally• Assessing the opportunity and how the issue is viewed• Leveraging synergies between your proposal andgovernment’s objectives• Building a broad coalition of supportWORKSHOPMOBILIZING THE GRASSROOTS TO IMPLEMENT YOURLOBBYING STRATEGYMany organizations are turning to grassroots campaigns as a way ofbuilding and maintaining their relationships in the halls of power. Buthow successful are they? This workshop will examine how to mobilizethe grassroots to maximize the impact of its lobbying objectives.• Mobilizing the grassroots as an added avenue in advocacy• Determining key influencers in the policy community• Developing a policy monitoring system to gather critical information• Communicating to the stakeholders and creating awareness• Use of social media in a lobbying campaign• Coaching and training senior officials on how to respond to themedia• Positioning your story to inform the public and potential advocates• Avoiding mixed-messaging

PROCEEDINGSYour registration includes an interactive multimedia CD-ROM comprising the following presentations from recent Federated Press courses and conferences.They are presented in their entirety with complete audio and accompanying slides.For an additional $175 to the registration fee, you can receive the multimedia proceedings of the course on CD-ROM, containing all presentations given at event.If not registered for the event, the cost of this CD, is $599.To receive the presentations described below as well as the presentations given at the event, the cost is $799.00.How to Be an Effective LobbyistJ. Stephen AndrewsBorden Ladner Gervais LLPAligning Yourself with Partners and CoalitionsW. Scott ThurlowCanadian Renewable Fuels AssociationLobbying with Impact: Practical StrategiesDon MoorsTemple Scott AssociatesBest Practices for Lobbying the FederalgovernmentIsabel MetcalfePublic Affairs CounselLobbying in the Non Profit SectorHarvey CooperCo-operative Housing Federation of CanadaMobilizing the Grassroots to Implement YourLobbing StrategyMark A. BuzanCanadian Dental Assistants Association / ActionStrategiesCanadian Dental Assistants Association /Action StrategiesSean L. MorleyFasken Martineau DuMoulin LLPThinking Big in Lobbying: Laying theGroundwork for SuccessTimothy A. PowersSumma CommunicationsContent Lobbying VS. Contact LobbyingJohn McKennaAir Transport Association of CanadaLobbying for AssociationsKim DoranHill + Knowlton Strategies CanadaDeveloping an Effective Lobbying Approach atthe Canadian Electricity AssociationJim R. BurpeeCanadian Electricity AssociationCanadian Fertilizer Institute Case Study: BuildingIndustry-Government Partnerships to AchieveYour ObjectivesClyde GrahamCanadian Fertilizer InstituteSecuring Grants and Funding AgreementsTeri A. KirkCentreBlock Inc.Lobbying with Impact: Practical StrategiesAndrew CaseyForest Products Association of CanadaLobbying Disclosures, Reporting & EthicsSean L. MorleyFasken Martineau DuMoulin LLPCrisis Coaching: Need-to-know CommunicationsSkills & TacticsJordan KerbelThe Centre for Israel and Jewish AffairsPanel: Lobbying in the Non-Profit SectorWalter RobinsonTactix Government Relations & Public Affairs Inc.Government Relations for AssociationsEli TurkCanadian Electricity AssociationDeveloping an Effective Media Relations Strategyfor the Public SectorNicole LoretoRoyal Ottawa Health Care GroupCommunity Engagement Through Social MediaJackie KingHill and Knowlton CanadaBuilding Bridges and Enhancing Relationshipswith the MediaHuw WilliamsImpact Public AffairsOrganizing & Delivering EffectivePress ConferencesMark D. GilesAtomic Energy Canada LimitedCase Study: Developing a Positive Relationshipwith the PressJordan KerbelThe Centre for Israel and Jewish AffairsCase Study: Government Relations and SocialMediaStephen TaylorNational Citizens CoalitionGovernment Relations and Social MediaJay NordenstromCanadian Association of Railway SuppliersRegistration: To reserve your place, call Federated Press toll-free at 1-800-363-0722.In Toronto, call (416) 665-6868 or fax to (416) 665-7733. Then mail your payment along with theregistration form. Places are limited. Your reservation will be confi rmed before the course.Location: CROWNE PLAZA® CHATEAU LACOMBE, 10111 Bellamy Hill, Edmonton, AB, T5J 1N7Conditions: Registration covers attendance for one person, the supplementary course materialas described in this document, lunch on both days, morning coffee on both days andrefreshments during all breaks. The proceedings of the course will be captured on audio orvideo.Time: This course is a two-day event. Registration begins at 8:00 a.m. The morning sessionsstart promptly at 9:00. The second day ends at 5:00 p.m.TO REGISTER FOR 8TH ESSENTIALS OF LOBBYINGNameTitleApproving Manager NameApproving Manager TitleOrganizationAddressDepartmentCity Province Postal CodeTelephone Fax e-mailPlease bill my credit card: AMEX VISA Mastercard# Expiration date:Signature :Cancellation: Please note that non-attendance at the course does not entitle the registrantto a refund. In the event that a registrant becomes unable to attend following the deadline forcancellation, a substitute attendee may be delegated. Please notify Federated Press of anychanges as soon as possible. Federated Press assumes no liability for changes in programcontent or speakers. A full refund of the attendance fee less 15% administration fee will beprovided upon cancellation in writing received prior to October 15, 2014. No refunds will be issuedafter this date.Discounts: Federated Press has special team discounts. Groups of 3 or more from the sameorganization receive 15%. For larger groups please call.Payment must be received prior to October 21, 2014Phone: 1-800-363-0722 Toronto: (416) 665-6868 Fax: (416) 665-7733/REGISTRATION COSTSNUMBER OF PARTICIPANTS:COURSE: $1975COURSE + PROCEEDINGS CD-ROM:$1975 + $175 = $ 2150PROCEEDINGS CD-ROM: $599PROCEEDINGS plus multimedia presentations:$799NOTE: Please add 5% GST to all prices.Proceedings CD-ROM will be available 30 daysafter the course takes placeEnclose your cheque payable toFederated Press in the amount of:Payment enclosed: Please invoice. PO Number:WHEN CALLING, PLEASE MENTION PRIORITY CODE:8ELE1410/EMAIL COMPLETED FORM WITH PAYMENT TO:Federated Press P.O. Box 4005, Station “A”Toronto, Ontario M5W 2Z8GST Reg. # R101755163PBN#101755163PG0001For additional delegates please duplicate this formand follow the normal registration process