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H+K Proposal for CAPE 2016 06 28 .pdf

Original filename: H+K Proposal for CAPE 2016-06-28.pdf
Title: H+K New Business Template
Author: Stephan Telka

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David Rodier & Stephan Telka
H+K Ottawa

JUNE 28, 2016

Isabelle Borré
Directrice , Opérations / Director, Operations
Association canadienne des employés professionnels / Canadian Association of Professional Employees
100 Queen St.
Ottawa, ON K1P1J9
June 28th, 2016

Dear Ms. Borré,
On behalf of Hill+Knowlton Strategies Canada (H+K), we are pleased to provide the Canadian Association of
Professional Employees (CAPE) with a proposal to help navigate and manage a number of issues affecting its public

Our Understanding
Membership organizations like CAPE are dependent on the support and goodwill of their membership. It is important,
and often a challenge, to find the best way to keep members apprised of ongoing activities and to meet their
expectations with respect to governance. Members expect their organizations to be professionally and transparently
managed, to the highest standards in ethical conduct. Member confidence is essential to attracting, retaining and
engaging members. Furthermore, a labour Association must be viewed as united in order to advance the collective
goals of its members. Once a negative narrative has been established in social and traditional media, it can be very
difficult to reverse and can have long-term impacts on an organization.
Based on our understanding and from our briefing this week, 13,000-member CAPE is facing a number of challenges:

+ A number of formal complaints lodged by members that are being discussed on social media;
+ Ongoing collective bargaining (including sick leave);
+ A Constitutional Review, including membership engagement through a survey.
+ Consultations on joining the Canadian Labour Congress;
A number of issues threaten to derail these initiatives, including perceptions of conflict within the organization, which
has resulted in increased scrutiny of the executive council and staff. Conflicts at the executive council and bargaining
levels have spilled into the public domain, through both social and traditional media. These issues and conflicts are
distracting to CAPE’s elected and unelected leadership, preventing the implementation of the Association’s priorities.

Our Assignment
The purpose of our assignment is to support the corporate objectives of the Association, thereby ensuring that these
reputational threats are managed in a way that protects the hard-won reputation of the organization. Our core
objective is to demonstrate CAPE’s core values of representation, collaboration, and co-development, along with the

Member Engagement & Strategic Support  June 28, 2016


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executive committee’s focus on transparency, in order to demonstrate the overall value and benefit of CAPE to its
members and external audiences. We will support CAPE’s professional communications team to ensure that the
overall credibility of the organization is maintained, set objectives, help manage the distractions, and foster an
environment that maximizes proactive communications.
We have worked on a number of similar challenges in which an organization must find the appropriate balance
between responding to critics and escalating the situation, and “business as usual”, leaving criticisms unanswered. An
escalating situation can raise unwanted attention. We can therefore appreciate, and moreover respect the fine line on
which CAPE must walk.

Our Approach to Crisis Communications and Reputation Recovery
Recovery from a damaged reputation depends on several proactive elements:

+ Timely and frequent communication
+ Open and authentic dialogue
+ Authority, credibility and leadership
Our expertise and insight in reputation recovery is based on extensive experience working with a wide array of clients
facing highly emotional and sensitive reputation challenges. For each client, we provide research-driven strategic
counsel and seamlessly integrate tactics designed to help manage risk, build reputation and engage stakeholders
through the right mix of online and traditional media relations, marketing communications, direct-to-stakeholder
communications and, where necessary, government relations.
When we work with clients to design and execute tailored communications strategies to enhance public and
stakeholder perception, our focus is on the importance of an integrated communications approach that ensures
messages are delivered in the most effective manner to derive the maximum return.
Essentially this approach is governed by H+K’s core communications philosophy: Effective communications is about
delivering the right message to the right audience at the right time through the right channel.

Our Proposed Approach for CAPE
We propose a four step approach to help CAPE:
1. Diagnostics: H+K will evaluate CAPE’s current environment, identifying the current impact of discord on the
organization, upcoming opportunities and threats. This will include a review of its social media environment.
We will also validate the existing communication program, including materials, messaging, and approaches.
2. Strategic Planning: We will then provide an overall strategic framework and suggested tactics, including
message development, communications channels, as well as an appropriate way to ensure that opponents
and critics can express themselves in legitimate and respectful ways in order to prevent further escalation of
the situation into personal attacks that may not be grounded in facts.

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3. Ongoing support: H+K will provide CAPE with ongoing strategic counsel and support through weekly meetings.
This will include being on-call and providing writing support as needed.
4. Reputation Recovery: After the issue has been successfully managed, H+K will provide advice on how CAPE
can embark on a fresh start.

Our Team & Costing
Our biographies have been included as an appendix to this proposal, along with general information about H+K. Our
hourly rates are as follows:

David Rodier: $250/hour

Stephan Telka: $155/hour

We anticipate an initial three-month engagement, and estimate a budget of $6,000/month. Should the assignment
escalate, we will submit a new cost proposal.

On behalf of Hill+Knowlton Canada we thank you for the opportunity to present this proposal. Please contact us if you
have any questions.

David Rodier

Stephan Telka

Vice President

Senior Consultant

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Established in 1980, H+K is Canada’s top-rated strategic communications, public affairs and engagement
consultancy with a record of providing successful, high-quality, and cost-effective strategic and tactical
communications support to companies, agencies and organizations in the public and private sectors. We are the only
communications firm to have earned the Canada Order of Excellence for Quality from Excellence Canada—an award
we’ve received twice—and we’ve also been recognized as one of the Best Workplaces in Canada for 10 consecutive
Our parent company, Hill+Knowlton Strategies Inc., has 87 offices in 49 countries—as well as an extensive associate
network—and is a member of WPP (NASDAQ: WPPGY), the world’s largest communications-services group. Our deeply
engaged consultant network develops consumer, business-to-business and government relations programs for many
of the top companies, agencies, government ministries, brands, non-profit organizations, associations and coalitions
in the country, and locally in the cities in which we operate.
Although we’re part of a global brand and network, everything about our business in Canada is unique to Canada. We
have more than 200 employees in nine wholly owned offices and are considered leaders not only in public and
government relations, but we also serve as a benchmark for H+K worldwide in terms of culture, employee retention
and effective organizational behaviour and processes. Our Canadian headquarters is located in Toronto and our
experts specialize in public affairs, digital communications, engagement strategies, consumer marketing, corporate
and crisis communications, energy, technology, health care, financial communications and transactions, research and
measurement, content marketing and creative services.
H+K provides specific expertise in crisis communications. We have worked with Tourism Toronto post-SARS, a major
retailer following a security breach, a university following a long strike, food manufacturers following recalls, and a
private school during a civil litigation process, to name a few.
With us, you get small-agency focus with large-agency resources. And unparalleled strategic counsel. At H+K, our
200+ people combine expertise, passion and sector insight with the ability to provide strategic advice and standout
creative ideas that deliver outstanding results.

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Current Position
David Rodier has 25 years of experience providing strategic, policy and
communications counsel to senior leaders from the federal government, national
non-governmental organizations and business world. David returned to
Hill+Knowlton in November 2015 after two months on the road managing the
media bus for Liberal Party Leader Justin Trudeau during the federal election


Prior History
David has a broad practice area encompassing corporate communications,

message development and execution and reputational management. He provides
on-going public affairs counsel to national organizations including Advertising
Standards Canada, Canadian Automobile Association, Canadian Construction Association, Canadian Nuclear
Association, Canadian Olympic Committee, Canadian Task Force on Preventive Health Care First Nations Market
Housing Fund and Innovative Medicines Canada (formerly Rx&D).
Crisis Communications & Issues Management: David is a member of H+K’s Crisis Communications Practice Group.
Over the past decade, David has provided training to hundreds of spokespersons from over 80 organizations. He has
worked under standing offers to Industry Canada, Indian and Northern Affairs Canada, Environment Canada, Natural
Resources Canada and Health Canada.
David has provided introductory and intensive training and prepared spokespersons for crisis setting and editorial
boards at major dailies including The Globe & Mail, Toronto Star and Ottawa Citizen. He is a regular lecturer on crisis
communications including the annual Federated Press and Infonex Emergency Response conferences and the
Conference Board of Canada.
Other Information
Prior to joining the consulting world, David served for seven years as an advisor to the Honourable Allan Rock at the
Department of Justice and Health Canada. At Health Canada David managed Canada’s HIV/AIDS and Tobacco Control
Strategies from 1997-2002. His proudest career accomplishment is the adoption of global precedent setting picture
warning systems cigarette packaging that are now found in over 75 countries. David has a BA with honours in history
from McGill University and an LLB from Ottawa University. He was called to Bar by the Law Society of Upper Canada in
1995. David is on the Board of the Canadian Committee for World Press Freedom.

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Current position
Stephan’s work focuses on involving people in decisions that matter to them. As a
well-rounded strategic communications and public participation practitioner, he
has provided strategic advice, critical support and project management over the
past seven years on more than 40 online and in-person engagement projects.
Stephan combines rich experience in communications and stakeholder
engagement, including media relations, perception audits, environmental scans,
online community building, engagement process design, research, qualitative and
quantitative analysis, report writing and evaluation. He brings in-depth experience

in community relations, working most recently on engaging stakeholders on a high-


profile $16 billion energy infrastructure project.

Stephan’s skills, abilities and passion have been recognized by his peers at H+K: in
2015 Stephan was seconded to H+K Sydney as one of five H+K Dave Robinson International Scholars, and in 2013
Stephan was awarded the annual H+K Ottawa “Show, Don’t Tell” Award for consistent top quality work, maintaining a
positive “can-do” attitude, and being true to the company’s values.
Prior history
Stephan has long been passionate about public engagement and communications. Serving as student trustee (20002001), he co-founded the Ontario Student Trustees’ Association and was voted a board council president, during
which time he worked to engage 500,000 English-Catholic students in provincial education issues. He has held
positions at the British High Commission and British Council in Ottawa (2008-2009), and the Canadian Bureau for
International Education (2009), where he worked to engage Canadian business and youth in climate change and
education using a public diplomacy approach.
Other information
Stephan’s work is based on a thorough social science education, during which he honed and developed his research,
writing and analytical skills. He holds a bachelor of arts in history and political studies from Queen’s University (2005),
as well as a master of arts in European, Russian and Eurasian studies from Carleton University (2008). Stephan
completed the rigorous professional-practitioner certificate program in dialogue, deliberation and public engagement
at Graduate Fielding University (2011), through which he designed, facilitated and evaluated an annual civil society
planning session at the First Meeting of States Parties to the Convention on Cluster Munitions (Vientiane, Laos).

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