Christie Smith, APR

PR Tactics That Build Community and Change Behaviour

On January 1, 2015, the City of Vancouver worked with Edelman to roll out a public relations campaign based on a cross-cultural, behaviour change framework to encourage the recycling of food scraps from disposal as garbage. The pilot program of the project won an IABC Bronze Quill award, and was a key component to this project's incredible success, in part because it uncovered perspectives from a number of different ethnic backgrounds that needed to be woven into the communications plan.

Christie Smith, APR, Founder of the Elite Communicators Group Inc. and Director of Corporate Relations at Partnerships BC, will share how this important project and other initiatives have successfully connected with a wide variety of ethnic groups through transmedia storytelling and strategic outreach to effect behaviour change. Participants will hear what specific key messages, activities and considerations resonate for specific ethnic groups and some unique ways we can engage communities in today’s digital world.


Christie Smith, APR is an award winning professional with over 25 years’ experience in the communications and public relations industry. She holds a Bachelor of Arts from Simon Fraser University and is the Founder of the Elite Communicators Group Inc. (ECG), a networking group for senior communicators and public relations practitioners. Smith is also the Director of Corporate Relations for Partnerships BC.

She has a proven track record of developing and executing strategically sound and successful communications initiatives for some of Canada's foremost companies and organizations, including RBC Royal Bank, the City of Vancouver and the Certified General Accountants of Canada. Smith has established a recognized online presence as a compelling, trend-setting communicator who shares corporate social responsibility (CSR) stories through trans-media storytelling.

WPRF Partners