Communications strategy; reputation and trust management; issues, crisis and change; training; media relations; social media management and governance; content development.
Newspaper reporter and editor; corporate communications, most recently national Director of Social and Media Relations for TELUS; PR consulting in sectors including real estate, aquaculture and food production, mining and resource development, biotech, technology and health care.
BA in journalism.
Farthest flung city you’ve been to
Charlottetown, PEI, for the 1989 Scouts Canada Jamboree.
Favourite part of Peak life:
Collaborating with great clients.
Taking on a New York hedge fund trying to disrupt TELUS’s merger of voting and non-voting shares into a single class in order to profit from short trades.
Favourite B.C. pastime:
Skiing, backpacking, camping with my Scout troop.
Favourite social media site:
I won third place in the Agassiz Fall Fair celebrity goat milking contest when I was editor of the local newspaper. The mayor and MLA beat me to the gold.
Sports, Corporate and Social Enterprise
I spent two seasons working for the Vancouver Canucks. In my second year with the Canucks I joined the Media Relations Department, where I honed in on my passion for the industry.
Bachelors of Arts (B.A.) Majoring in Communications with a Minor in Print & Digital Publishing and Co-operative Education Distinction from Simon Fraser University
I currently volunteer with the Canucks for Kids Fund.
If you were going to write an autobiography, what would it be called?
The best is yet to come: a tale of pushing yourself to achieve your dreams.
Profiling families who benefit from the Canucks for Kids Fund (CFKF) in order to raise awareness and funds for the cause. Meeting these deserving families and sharing their stories was a heartwarming experience.
Favourite part of Peak life
The people! Peak nurtures a positive and collaborate environment, with ample opportunity to develop and grow professionally.
Favourite social media site
Favourite B.C. pastime
I have a great memory when it comes to song lyrics, my friends call me a walking karaoke machine.
Identify your social media goals
Having a clear direction or end goal to your social media plan is key to determining your strategy and how you measure your return on investment (ROI). To set this up, you need to understand your company’s overall business goals, as well as their marketing / PR objectives. Ideally, a social media plan plays a part in achieving your company’s overall business goals (eg. increasing ticket sales, generating online transactions on an e-commerce website, or breaking into a new market).
Create a content calendar
Keeping your social media accounts active with relevant and quality content is key to being noticed in densely populated platforms. More than 60 million businesses worldwide now have a Facebook page, and each and every one of them are aiming to grow their following. A social media content calendar is an easy way to organize your content strategy and ensure that your company is publishing new (and relevant) ideas regularly.
To judge how well your social strategy is working, monitor the activity around your accounts and listen to how audiences are engaging with you. Firstly though, make sure you know what you know what you want to listen for. There are approximately 6,000 tweets sent in the twitter world every second, so understanding the language around an issue will make it quicker and easier to find the relevant ones.
Using social media listening tools helps you understand what is being said about your business, your brand, and popular topics within your industry. You can even listen in on what your competitors are saying, how they are engaging with their followers, who their followers are, and how their followers are responding to their content.
Now that you’re listening and monitoring your conversations, don’t forget the most important part of social media — engagement. Social media is a powerful communications tool and has revolutionized the way business and brands reach their customers / stakeholders. Engaging with your followers or audience goes towards boosting your brand and reputation in the social sphere.
Analytics and Reporting
Arguably, the most important part of any social media plan is the analytics and reporting. The only way to show value in your social media plan is to demonstrate ROI. For example, if your social media goal is to drive traffic to your website, keep track of these numbers using Google Analytics. Try your best to track absolutely everything based on what your ROI would look like. Report on what social users like and don’t like. Generating reports periodically will help you evaluate your social strategy on an ongoing basis, and guide you to tweaking it so you can achieve your social goals.
Tags: brand journalism, Digital + Social Media, media relations
When it comes to media expertise, Peak’s leadership in preparing, training and representing your brand is unparalleled. We have plenty of case studies, stats and accolades to back that up. But we don’t rest on our reputation. We care about yours, too. Whether it means harnessing current or emerging technologies to support your organization, or preparing you personally for a media scrum – you can count on us.
Brand awareness and attracting new customers through media relations can generate buzz and deliver your message to the right audience through TV, radio, print, online and social media. Peak was founded by two well-networked TV journalists, giving us an edge with the media — and we’ve since earned the reputation as the go-to agency in Western Canada for delivering quantity and quality media coverage.
Peak has trained thousands of people. Our on-camera practice gives a comprehensive experience and provides the highest level of preparation. We offer media training as a half-day or full-day session, depending on the number of spokespeople being trained.
Let us help you develop a crisis response plan before an incident happens. If you are currently in the midst of a crisis situation, do not worry – we can manage the communication from start to finish.
Discussions are happening online right now about your brand, your industry and your issues. Are you an influential part of the conversation? Peak Communicators has the experience and knowledge to ensure your communications strategy works in the ever evolving digital landscape.
Our complete list of services help to support our clients’ PR and communications needs, from strategic planning and branding to digital and social media.