Modernizing Public Relations Teams

Featuring Panelists: 
Stephen Waddington, Hon FCIPR - UK
Kim Blanchette, APR - Canada
Lauren More, MBA - Canada

Traditional public relations planning models, management and workflow are struggling to keep pace with the demands of a modern organization and its publics.

We need to overhaul our workflow and adopt new techniques such as agile management. Our teams need to embrace new skills and tools. These changes are a work in progress. In the private sector, FMCG, hospitality, healthcare and public transport are leading the way. In government and the public sector efforts vary from country to country.

The session will explore the practical steps that organizations need to take to modernise their communication function. It will examine the demands on organizational public relations, and what this means for an agency or in-house team in terms of management structures, tools and workflow.


Stephen Waddington, Hon FCIPR

Stephen Waddington is a Partner and Chief Engagement Officer at Ketchum, responsible for driving the integration of digital and social capabilities in client engagements across the agency’s international network. He is Visiting Professor in Practice at the Newcastle University supporting the university and students through teaching and mentoring.

Waddington understands how the media landscape works online and offline and champions best practice as a writer, conference speaker and award-winning blogger. He is author of editor of five books including #BrandVandals, Share This Too and Chartered Public Relations: Lessons from Expert Practitioners..

Waddington was President of the CIPR in 2014 during which time he helped return the organization to its roots of professionalism as set out in its Royal Charter.

Kim Blanchette, APR

Kim Blanchette has almost 25 years’ experience in public relations and communications management at the provincial, federal, and international level.

Following her work with the Government of Nova Scotia, Blanchette joined the Government of Canada in 2000 performing a variety of communications roles with the Atlantic Canada Opportunities Agency.

She has served as consul (Political and Economic Relations and Public Affairs) at the Consulate General of Canada in Seattle, representing Canada in Washington, Oregon, Idaho, and Alaska. She then moved to Veterans Affairs Canada as acting associate director general of Communications.

She has served as regional director of Issues Management and Communications (Atlantic Region) with the Canada Revenue Agency and as the communications manager for the Energy Resources Conservation Board prior to becoming vice president of Public Affairs for the Alberta Energy Regulator in 2013.

She serves as both the National Vice President and Treasurer for the CPRS. The AER Public Affairs team has been recognized by the CPRS, the IABC, and the Global Alliance.

Lauren More, MBA

Lauren More is the Vice President of Communications at Ford Motor Company of Canada, Ltd., where she leads multiple media relations, employee communications and social media programs and serves as a company spokesperson.

More has more than 25 years of experience as a communications professional and daily newspaper reporter. During her 15 years at Ford of Canada, More has held a variety of roles in product public relations, marketing and sales communications and corporate news. Prior to joining Ford, she served as the Public Relations Manager for Canada at one of the world's largest technology and management consulting firms and has held a variety of positions at Toronto-based public relations agencies.

As a journalist, More earned both national and regional awards for her work covering everything from educational issues and local politics, to business and the automotive industry.

Born in Montreal, she attended Carleton University where she completed an Honours Bachelor of Journalism degree and later earned a Master of Business Administration degree from York University's Schulich School of Business. 

WPRF Partners