Table of Contents 6 2012 OVATION Awards Winning Entries

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Daniel Tisch, APR President and CEO Argyle Communications Daniel Tisch, APR, Fellow CPRS, is CEO of Argyle Communications and Chair of the Global Alliance for Public Relations and Communication Management. Tisch has counseled some of the world’s largest consumer and corporate brands, non‐profits and governments. Under his leadership, Argyle has earned more than 100 awards from the Canadian Public Relations Society and the International Association of Business Communicators and is the only two‐time winner of the IABC’s Jake Wittmer Award for research‐based communication. Earlier, Tisch held senior roles in the Canadian government, including serving as Senior Advisor and Acting Chief of Staff to Canada’s Minister of Foreign Affairs. He has lectured at Queen’s University since 1996 and is a member of the university’s Board of Trustees. He is also a founding partner and co‐chair of Social Venture Partners Toronto. Janet Wile, ABC, APR, MC Director, Internal Communications Barrick Gold Corporation Janet Wile is Director, Internal Communications with Barrick Gold Corporation in Toronto, where she is responsible for developing and implementing global communications programs. She has more than 20 years of experience in the communications field, and is accredited by both IABC and the Canadian Public Relations Society (CPRS). She was named Master Communicator in 2007 ‐‐ IABC Canada's highest honor. She is also a CPRS Fellow. She is an Examiner for the IABC Accreditation program, and has been a frequent judge for local, national and international communications award programs. She has won more than 30 awards since 2000, including Ovation, Silver Leaf, and Gold Quill. Brooke Yeates, ABC Manager, Change Management and Organizational Impacts Vale Brooke is a fluently bilingual Accredited Business Communicator specializing in change management and employee communications. A 10‐year employee of global mining company Vale, she is currently leading the Change Management and Organizational Impacts team for the company’s upcoming transition to the SAP technology platform. Most recently, her focus has been on promoting a standard change management approach within Vale's North Atlantic operations. In 2011, she was recognized as one of Sudbury's top '40 Under Forty' leaders for her community involvement, particularly in charting the course for the city’s new Franklin Carmichael Art Gallery. In June, she will join 230 other young leaders from across Canada to participate in the Governor General's Canadian Leadership Conference. BOBBIE RESNICK PHILANTHROPY AWARD JUDGES Alix Edmiston, ABC Principal AE Public Relations Roberta Resnick, ABC, APR, MC, IABC Fellow, CPRS Honorary Fellow
Principal Roberta Resnick & Associates IABC/TORONTO STUDENT OF THE YEAR JUDGES Paulina Callaghan, ABC Manager, Strategic Communications and Marketing Ontario Ministry of Finance Melissa Gibson Communications and Research Manager FEI Canada Katie O’Dell Consultant Environics Communications
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Table of Contents 4. A Message from
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A Message from the IABC/Toronto Pre
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2012 OVATION Awards Gala Sponsors W
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Media Relations with budget up to $
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Entrants: Judy Lewis, Tara McCarthy
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Award of Merit Title of Entry: McDo
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Award of Merit Title of Entry: Rimm
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Award of Merit Title of Entrant: Ci
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Award of Merit Title of Entry: RECO
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Award of Excellence Title of Entry:
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over fifty years of successes as a
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5. Use social media as a conduit fo
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hosting a variety of fundraising ev
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“The world recognizes the Nike lo
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generate widespread awareness of th
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In addition to pre‐campaign consu
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OVATION Awards Winning Entry Commun
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• Volunteer Quiz (What’s your V
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even a one‐day delay in the appro
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Measurement/Evaluation of Outcomes
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Complicating the situation was the
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Develop a comprehensive news packag
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To resonate with the target audienc
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Implementation: MSL Canada executed
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generally about current events and
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and consumer attention in an authen
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stations). UPS wanted to reach both
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leading up to UPS’s peak day ‐
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3. Goals and Objectives: The progra
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See: Work Sample 8 ‐ SBUX40 ‐ O
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would influence the target, tone an
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Issued four press releases at key i
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For the media relations component o
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Excited by fashions and news trends
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5. Implementation and Challenges: W
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INTENDED AUDIENCE/STAKEHOLDERS The
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TFC identified key major English pr
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• CEO Road Tour: TFC secured 26 m
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In Quebec, a lack of education exis
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According to a recent survey commis
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• Car owners, homeowners and rent
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know that they were covered by thei
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Indigo’s public relations team pr
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durability. Because cork flooring o
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offers both infinite design possibi
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In August 2010, Valerie Pringle tra
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Council Meetings and social media a
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Measurement/Evaluation We relied he
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lieu of a conventional media launch
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secured notable interior design exp
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Challenges Budget The budget presen
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practicing in Halton, Ontario and a
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4. Use website and social media to
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The occasion offered attendees the
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IMPLEMENTATION AND CHALLENGES The o
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too Sexy,” further driving traffi
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d) Being She: The Culture of Women
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two additional WCH events in the la
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esult would be necessary to become
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oyalty‐free stock art. The centra
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Solutions Overview: In 2005, Meridi
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ensure new employees were not inund
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very busy jobs that make taking tim
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Challenges: The guest presenters ar
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Additionally, FH recommended that t
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Company/Brand Mention: 100 percent;
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Goals/Objectives To bring environme
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Implementation and Challenges As a
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these issues: phasing out coal, hig
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exposure. 7 Data released by the On
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1. Educate adult target audiences i
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Budget Resource Quantity/Effort/Cos
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Ontario are facing the same crisis
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produced and printed in‐house at
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features available and to embrace t
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not impact the budget, members of t
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o Incorporate a user‐friendly con
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Page 186 and 187: Sun Life and High Road partnered to
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Page 190 and 191: Secondary Audience: MaRS partner an
Page 192 and 193: Objective 5: Quantitative objective
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Page 196 and 197: o Barrick Tanzania/Zambia 6,700 o B
Page 198 and 199: OVATION Awards Winning Entry Commun
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Page 204 and 205: • People‐oriented vs. regulatio
Page 208 and 209: It was determined that given other
Page 210 and 211: udget allocated to YouTube promotio
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Page 216 and 217: Specific demographics can be drille
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Page 220 and 221: Through extensive consultation with
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Page 224 and 225: years. He is a former president of
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Page 230 and 231: uilding and leading global teams ac
Page 232 and 233: Judy Lewis Co‐Founder and Executi
Page 234 and 235: and is now a freelance writer and e
Page 238 and 239: 2011/2012 IABC/Toronto Board of Dir
Page 240 and 241: Steven Mills Senior Relationship Ma
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Table of Contents 6 2012 OVATION Awards Winning Entries

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