Workshops and Seminars 

Brochure Makeover Clinic

Want to make your brochure stand out? Want to take your brochure from ho-hum to "Wow!" but not sure how? Whether it’s a general information piece or a promotion for a specific event, you can generate a better response to your message.

Learn how to make yours the brochure that gets noticed - and gets results. Susan will review brochures and provide advice on copy and design. You'll receive feedback on your brochure from other participants and get a chance to examine dozens of excellent brochures from Canadian nonprofit organizations You will also learn how to clarify the goals of your brochures; target your key markets more efficiently; use words that influence people; edit your copy for greater clarity and impact; and distribute your brochures cost effectively Finally, you'll have the opportunity to create a prototype for a new brochure for your organization.

Building Media Relationships

Want to get the word out about your company or organization – without spending a lot of money? Learn how to get free editorial exposure for your programs and services, just like the pros do. In short, you’ll learn everything you need to know to get great publicity, even on a shoestring budget!

This practical, fast-paced full-day workshop will show you how to develop supportive, lasting media relationships for your company or organization.

The new book by Susan Sommers, Building Media Relationships, 2nd edition (Oxford University Press, October, 2008), is included.

Building Your Brand

Every company or organization needs to be branded, regardless of its size or scope. In a highly competitive environment, branding is a way to differentiate yourself and to develop strong messages related to your organization, programs, and services. With a distinctive brand and dynamic key messages, you can build strong relationships within your communities.

Branding helps to increase recognition and credibility, build trust, generate revenue, encourage media coverage, and achieve success. It enhances the reputation, image, perceived value, and builds awareness of your company or organization. In the end, your goal is to build brand loyalty. This interactive full-day workshop provides a systematic, strategic plan for making your organization a recognizable brand to current and potential clients, partners, stakeholders suppliers, the local and national community, and the media. 

Create a ‘Must Read’ Newsletter for Your Company or Organization

Does your newsletter receive rave reviews? Do your readers look forward to each issue? In print or electronic format, internal or external, your publication can be fresh, exciting, and irresistibly readable. Learn how to determine the goals, frequency, and format of your newsletter; keep your messages concise, clear and compelling; build in a "call to action”; and distribute your newsletter efficiently. You'll receive feedback on your newsletter from other participants and get a chance to review excellent newsletters.

Crisis Communications Training with Susan Sommers and Kim Taylor

This workshop provides professional insight into communicating the “good news” and the “bad news” issues facing your organization.

This advanced program is designed for leaders who must interact with the media, the general public or key stakeholders as part of their everyday activities. It is also ideal for leaders who want to expand their organization’s media exposure in the future while improving their own communication style and techniques. Learning how to leverage print, radio, television and online media to your advantage requires specialized
planning and knowledge of media relations procedures.

What you will learn:

• Create a more open and powerful link to the media.
• Frame and deliver key messages to the media, in the format they require.
• Attract media coverage: develop and control your message using Media
• Communicate & project the image you want: improve your body language, image and interview style
• Get your desired messages out to the media and public successfully.
• How to leverage radio, television, print and web media channels.
• Build your image and command professional responses from media outlets.
• Preparation: Reduce time, tension and fear in preparing for media interviews.
• Work with print and electronic media proactively in the face of a PR crisis
• Manage crisis situations and diffuse hostile interviews.
• Employ the media as a strategic partner.
• Conducting media interviews and news conferences professionally.
• Expand your media relations contact database and media reach. 

Backgrounders:

Susan Sommers ranks as one of Canada’sleading experts in marketing and media relations consulting and training. Business owners, entrepreneurs, and professionals have increased company popularity and profit through her extensive marketing, media relations, and promotional materials.  Join hundreds who have reaped the benefits of Susan Sommers track record as an award-winning journalist, marketing consultant, trainer, educator, speaker and coach with over twenty-five years of experience in business communications.

Rated as “a master in interviewing techniques and coaching” by her peers, Kim Taylor-Galway has been instilling professionals across Canada with confident interview skills in Crisis Communications, Media Relations and Issues Management since 1999.  Her over fifteen-years in radio and television for CHUM, CBC, Rogers and The Weather Network have provided real-life experience, giving her an uncommon edge as one of Canada’s leading coaches in Communications.  Her media background includes national television Host; Radio Host; Public Service Announcement Coordinator; Researcher; Writer; Segment Producer and Celebrity Interviewer (i.e. Michael J. Fox, Drew Carry). Kim’s insight into the world of media is first-hand, and her insight is gold for anyone who is daunted by media interviews – in good times and bad.

Develop a Marketing Communications’ Strategy and Plan

Learn how to create a cost-effective one-year communications’ strategy and plan that will achieve your goals. Find ways to distinguish yourself from the competition, develop key messages, define your target markets, and decide on the best tools to reach and persuade them. Then, learn how to turn your strategy into a concrete and measurable plan, broken down by month, market, tool, and message. Track and evaluate the success of your marketing program plan for the future. 

Media Kit Make-over Clinic

This workshop is designed for anyone who has a media kit or wants to create one. Submit a sample from your current media kit and receive a written critique.

The 3-hour session analyzes different types of media kits, examines the goals and criteria of a good kit, discusses how to make your kit a “keeper” and how to encourage media to take action, and explains ways to evaluate the success of your media kit.

Publicity and Promotions for Special Events and Festivals

Increase sponsorship opportunities, encourage attendance, attract volunteers, generate funds, and raise awareness of your organization or company with this interactive workshop.

Learn how to make the media partners and sponsors in your special events.

Sustain and Strengthen Your Media Relationships

Learn how to deliver the information the news media need, in the format they require. Work with print and electronic media, proactively and in a crisis. Improve your body language and interview style to project the image you want

This workshop will explore issues management and crisis communication, and help you to develop and control your message; bridge to message points; identify loaded questions; handle and diffuse hostile interviews; improve your wardrobe and makeup; engage your audience; rehearse and reduce nervousness; create sound bites; and deal with producers. Includes mock interviews and critiques, videotaping, mock media conference, and media scrums.

Talking to the Media

Learn how to contact the media, get their attention, and arrange and prepare for a telephone or face-to-face media interview.

Establish your company or organization as the leader in your industry. In addition, find out how your response during a crisis can mean the difference between enhancing or destroying the credibility of your company or organization.