Mona Liu is a seasoned communications professional with over a decade of experience in strategic marketing, digital engagement, and project management across the public, nonprofit, and post-secondary sectors. Currently serving as the Communications Coordinator at the Abbotsford School District, she leads storytelling and engagement efforts that reflect the district’s diverse community. Mona brings a cross-cultural lens to her work, with strengths in social media strategy, content development, and equity-focused communications.
Program
Thursday, October 16
8:00 - 17:00
Journée de développement professionnel pour membres francophones
Sponsored By
19:00 - 22:00
Welcome Reception, presented by
Sponsored By
Friday, October 17
7:00 - 9:00 Registration, Vendors and Breakfast
Sponsored By
10:30 - 11:00 Wellness Break and Vendors
Sponsored By
11:00 - 12:00 Breakout Session: Mic Drop (But Don’t): Media Tips for Your Big “Moment”
When the spotlight hits for your “big moment” —whether it’s a crisis or unexpected wave of attention— how you prepare and what you say matters. It’s time to communicate clearly, calmly, and confidently. Drawing on his 20+ years of corporate communications experience, Neil will share best practices from his role in one of the biggest stories of 2025 – the death of Pope Francis and subsequent Conclave to elect a new pope. You’ll walk away from this workshop with real-world examples, advance planning tips and tools to help keep your cool—even when the mic is hot. Get ready to own your moment—without actually dropping the mic. (Seriously, don’t drop it. They’re expensive.)
Speakers
For close to 20 years, Neil MacCarthy has served as Director of PR & Communications for the Archdiocese of Toronto after making the very natural transition from rock radio DJ to the Catholic Church.
The pope holds a press conference, a church is vandalized, volunteers open their hearts and homes for refugees. All in a day's work. Never predictable, always an adventure. On any given day, Neil may serve as press secretary, media spokesperson, gov’t relations liaison, crisis firefighter or smiling MC.
Along the way, Neil was seconded to lead media and PR efforts for the 2022 Papal Visit to Canada. In 2025, he gave more than 60 interviews following the death of Pope Francis and during the Conclave that elected Pope Leo XIV, while coordinating media relations for Canadian cardinals participating in the Conclave at the Vatican.
Sponsored By
11:00 - 12:00 Breakout Session: The Thinking Classroom Approach: Communicating While Breaking Bias and Stereotype
The Thinking Classroom Approach: Communicating while Breaking Bias and Stereotype will crack open the concept of unconscious bias and how it affects our ability to communicate. We will focus on practical skills, by applying the Thinking Classroom model to communication in a way that promotes inclusivity and understanding. This session explores how unconscious bias affects communication and offers strategies for fostering inclusive, collaborative conversations. Participants will learn trauma-informed communication techniques and methods to engage diverse perspectives. Attendees will walk away with tools to address bias, create safer spaces, and lead change toward more inclusive, effective communication in their schools and workplaces.
Speakers
Twylla West
Communications and Media Coordinator, Regina Catholic SchoolsAs the Communications and Media Coordinator at Regina Catholic Schools, Twylla West brings a wealth of TV, radio, and educational experience to the table. With a knack for making complex topics simple and a love for all things creative, she’s the one you’ll want to listen to when it comes to making communications work like magic. When she’s not crafting messages, you can find Twylla and her husband Gord cheering on one kid navigating the world of autism and another blocking goals on the soccer pitch. All three of them are definitely more coordinated than she is.
Tara Molsn
Diversity, Equity, Inclusion and Accessibility Lead, Regina Catholic SchoolsWith more nearly three decades of experience working with children and families, Tara Molson is now the Diversity, Equity, Inclusion and Accessibility Lead for Regina Catholic Schools. A former Trustee for the Regina Public Schools, she is passionate about listening to children and their families to make sure their needs are heard and met. Tara has extensive experience supporting families from diverse communities, cultures, and religions, including the 2SLGBTQ+ community, and has a background in communications and public relations. She believes that the best way to support students is to create spaces where everyone—no matter their background—feels seen, heard, and valued.
Sponsored By
12:00 - 14:00 Lunch on your own
Please use this time to stretch your legs, get some fresh air and grab a bite to eat in the city.
Sponsored By
14:00 - 15:00 Breakout Session: Becoming Your Own Newsroom: Storytelling Strategies for Education Communicators
With shrinking newsrooms and limited capacity, the media no longer has the resources to dig for stories like they once did - and you know there are great stories happening every day in your schools going untold. In this session, learn how to become your own newsroom - proactively identifying stories, sharing them across multiple platforms, and engaging your community with content that celebrates, informs and inspires.
You’ll explore strategies to stay ahead of issues before reporters call, craft compelling narratives that reflect your values, and build a consistent, trusted voice. Through real-world examples, visual storytelling techniques, and practical tools, you’ll leave equipped to take control of your communications - because if we don’t tell our story, someone else will.
Speakers
Erin Black
Communications Specialist, Red Deer Public Schools, and 2025 Conference ChairErin Black is an award-winning Communications Specialist with Red Deer Public Schools, bringing more than two decades of experience as a journalist and storyteller. Following a 14 year career in journalism, Erin made the leap into school communications nearly eight years ago.
Driven by a passion for powerful storytelling and meaningful stakeholder engagement, Erin believes in the importance of owning your narrative. She brings newsroom instincts to the world of school communications, helping divisions elevate everyday moments into compelling, strategic stories that resonate with families, staff, and communities.
Vince Burke
Communications Coordinator, Wolf Creek Public SchoolsVince Burke is an award-winning Communications Coordinator with Wolf Creek Public Schools, bringing more than two decades of experience from journalism to school communications.
Vince began his career in radio and print journalism, where he developed a deep appreciation for the power of storytelling to inform, connect, and inspire. In 2015, he transitioned into education communications with St. Thomas Aquinas Roman Catholic Schools, before joining Wolf Creek Public Schools in 2019.
He believes that stories are the heartbeat of a community - and that effective storytelling brings that community to a broader audience. Vince brings a journalist’s instincts and a strategic mindset to his work, helping schools share their stories with clarity, authenticity, and purpose.
Sponsored By
14:00 - 15:00 Breakout Session (French): Médias sociaux en éducation : Suivre la vague ou se noyer dans les tendances?
In an era where social media platforms evolve at lightning speed, how can school boards stay relevant without burning out trying to keep up with every new trend? This workshop offers a strategic reflection on the use of social media for school boards—how to make informed choices, focus on authenticity, and create lasting impact within our communities.
Speakers
Nathalie Pelletier is a seasoned marketing and communications professional with over a decade of experience in web and social media marketing, including more than seven years dedicated to the education sector. Armed with a Bachelor's degree in Communications and a minor in Media and Information, she brings a wealth of knowledge and expertise to her role.
At CEPEO, she specializes in social media marketing and website management, as well as leveraging digital platforms to effectively engage with audiences and drive results. With a passion for staying ahead of the curve, she specializes in training and closely follows emerging trends to ensure her strategies remain innovative and effective.
Sponsored By
15:30 - 16:30 KEYNOTE: Fight or Flight School: Hacking Our Prehistoric Code for Better Crisis Response
Why do so many leaders and organizations falter in a crisis — even with all the information in the world at their fingertips? Because biology gets in the way.
Our brains weren't built for dealing with organizational disasters. In this fast-paced, engaging presentation, a 30-year crisis communications pro with extensive experience working with clients in the education sector explores how to hack our hardwired stress responses to lead effectively when things go off the rails.
You'll walk away with real-world tools for building a crisis plan, mastering media and social media response and using AI to stay ahead of the curve. Packed with case studies ripped from the headlines (and more than a few laughs), this presentation offers a roadmap for making better decisions when it matters most.
Whether you're facing a PR firestorm or an internal meltdown, these ideas and lessons will help you better understand your instincts and rise above them when a crisis hits.
Speakers
Warren Weeks sold his first newspaper to his grandmother when he was five years old. He was
Wayne Gretzky's PR handler for a day in 1998. And in 2010, he started the viral social media
campaign to get former NHL coach Pat Burns into the Hockey Hall of Fame. He spent 3.5 months
doing crisis response work in the Town of Walkerton during the infamous E. coli crisis in 2000. Over the past three decades, he has media trained more than 7,500 leaders from around the world and has worked with hundreds of organizations around the world, helping their leaders to tell more effective stories.
Sponsored By
Saturday, October 18
7:30 - 9:00 Registration, Vendors and Breakfast
Sponsored By
10:00 - 10:30 Wellness Break and Vendors
Sponsored By
10:30 - 11:30 Breakout Session: Harnessing the Power of Coherent and Consistent Branding in Educational Communications
Canada's education sector is highly competitive. Parents can choose between public and private options; religious and non-confessional schools; French and English as languages of instruction; plus home schooling and institutional settings. Schools and districts must effectively communicate their essence to build trust, recognition and engagement in this complex environment. An institution's values, vision and mission should be reflected through its branding, which goes way beyond logos and colors. Our discussion will focus on creating a consistent, coherent and professional brand that can increase credibility, foster community and improve messaging effectiveness. Participants will partake in group exercises and thoughtful conversations.
Speakers
Guy Larocque
Manager, Student Recruitment and Marketing, Conseil des écoles publiques de l’Est de l’OntarioGuy has over 30 years’ experience in management, stakeholder engagement, communications, marketing, strategic planning and philanthropy. Prior to joining the largest non-denominational French-language public school board outside of Québec, he served three governments, three research-intensive universities and several private sector and non-profit organizations in Ontario, Québec and Saskatchewan.
He is an imaginative and inveterate problem solver, and a perennial optimist. He really enjoys devising plans to make an impact and working through issues to put them to rest.
In his spare time, Guy loves to read, travel and movie watching, as well as listening to and playing music.
Sponsored By
10:30 - 11:30 Breakout Session: Beyond the Acknowledgement: Honouring the Land
This interactive session invites participants to reflect on the purpose and impact of land acknowledgements and explore how communications professionals can help move beyond scripted statements toward meaningful action. Through guided circle discussion and storytelling, participants will share reconciliation efforts, professional experiences, and personal connections to the land.
The workshop will also explore values-based communication practices and the role of communicators in advancing reconciliation within their organizations and communities. Participants will engage in a hands-on activity, creating a keychain as a personal symbol of their ongoing commitment to reconciliation and mindful communication. This tangible takeaway will serve as a lasting reminder of their intentions and actions moving forward.
Speakers
Ashley Dennehy
Engagement Coordinator, Maskwacîs Education Schools CommissionAshley Dennehy is from Nipisihkopahk (Samson Cree Nation), one of the four Nations in Maskwacîs, AB. She enjoys travelling with her daughter, Graceyn. In her professional role, Ashley serves as the Engagement Coordinator with the Communications team in the Superintendent’s Office at MESC. She specializes in Rights-holder and stakeholder engagement, coordinating initiatives such as the MESC Kehetahk (Elders) Forum, Oskayak (Youth) Conference, Ohpikinahawasiwin (Parent) Conference, and the Leadership Summit. Ashley is committed to building meaningful relationships and creating opportunities for authentic dialogue and learning. She is honoured to be co-facilitating this workshop on reconciliation and honouring the land.
Jenn Nepoose
Executive Coordinator, Maskwacîs Education Schools CommissionJenn Nepoose is from Nipisihkopahk (Samson Cree Nation), one of the four Nations in Maskwacîs, AB. She is a mother who enjoys golfing and travelling. Professionally, Jenn serves as the Executive Coordinator in the Superintendent’s Office at MESC, where she manages governance activities, supports strategic planning, provides administrative support to the executive team, and leads communications efforts. With over ten years of experience in administration, governance, and engagement, Jenn is passionate about creating solutions, building collaboration, and supporting initiatives that advance student success. She is dedicated to promoting meaningful, values-based communication and is honoured to facilitate this workshop on reconciliation and respectful practices.
Sponsored By
10:30 - 11:30 Breakout Session: Storytelling with AI: Techniques and Tools for Modern Communicators
Discover how AI is transforming storytelling across film, advertising, communications, and social media. This hands-on presentation explores cutting-edge tools like ChatGPT, Midjourney, Runway, and ElevenLabs—platforms that help generate content, create visuals, and enhance emotional impact. Learn how these technologies empower communicators to craft compelling stories more efficiently and creatively. Through real-world examples and practical tips, we’ll show you how to integrate AI into your workflow and elevate your storytelling.
Speakers
Ryan Patterson is a video producer and award-winning AI filmmaker based in Toronto, Canada. He has over a decade of video production experience in advertising and communications and is the founder of Queen One Studios. Ryan is also a director at GRAiL, a next-gen entertainment studio powered by AI and a creative partner with leading generative AI companies Runway, Luma, Kling and Hailuo/Minimax. He was named a Top 100 AI Creative on LinkedIn in 2024.
Sponsored By
12:00 - 13:00 Lunch and Annual General Meeting
Sponsored By
13:30 - 14:30 Breakout Session: Social Media with Purpose: Engaging Families, Staff and Community
Speakers
Kristi Ferguson
Senior Manager of Communications and Community Engagement, Abbotsford School DistrictKristi Ferguson is the Senior Manager of Communications & Community Engagement with the Abbotsford School District, where she leads the district’s communications department and oversees strategy to deliver on-brand, clear, and consistent messaging that builds community and supports student success. She brings over 20 years of experience, including more than a decade in healthcare philanthropy, and now applies that expertise in the education sector. Kristi studied Public Relations at the University of Victoria, Fundraising Management at BCIT, and is currently pursuing AI in Leadership at SFU. She is passionate about using communications to build trust, strengthen community connections, and advance strategic goals.
Mona Liu
Communications Coordinator, Abbotsford School DistrictSponsored By
13:30 - 14:30 Breakout Session: What is Sharenting and Why Should it Matter to Communicators?
Sharenting is a term used to describe the sharing and distribution of information online by adults of minors. While it often refers to the role parents play in sharing their child’s private information, schools and educators are also participating in this process through the use of online apps, programs, and social media to promote their schools. Unfortunately, we live in a world where it is unrealistic to say, “We are going to get rid of all things technology.” As communicators, we know technology and online platforms have become vital in promoting our school districts and classrooms. Using videos and photos of students has become a crucial part of our marketing strategies to attract new students, build partnerships, and share with stakeholders; however, online sharing has a dark side. This session will address the implications of online sharing, what is at stake and the responsibility education communicators have as caretakers of minors’ information.
Speakers
Angela Baron
Director of Communications and FOIP Coordinator, Prairie Rose Public SchoolsWith over 20 years of experience in school division communications and media, Angela is a seasoned professional dedicated to strategic storytelling and student data protection. As the Director of Communications and FOIP Coordinator for Prairie Rose Public Schools in southeast Alberta, she seamlessly integrates advertising, marketing, and communications with a strong focus on privacy and information security.
Angela’s background in journalism, combined with her Master’s in Communications and Technology from the University of Alberta (2022), has equipped her with the expertise to navigate the evolving landscape of educational communications. Her work has earned top honors from the National School Public Relations Association and multiple awards from the Canadian Association of Communicators in Education. In recognition of her outstanding contributions to public education, she received the 2016 PSBAA Special Contribution to Public School Education: Media award.
A passionate advocate for clear, impactful communication, Angela continues to elevate the role of communications in education while upholding the highest standards of student privacy and data protection.
Sponsored By
13:30 - 14:30 Breakout Session: Communicating Through the Humboldt Crisis
Aftermath of the Humboldt Broncos bus accident was felt across the world in 2018. This session explores how one school comms professional in rural Saskatchewan helped support the Saskatchewan Junior Hockey League team in the days following the tragedy, while managing communications for the local school division when international media converged on the city of Humboldt and its schools.
Speakers
Lance Hiltz
Senior Communications OfficerLance Hiltz has been working in education-sector communications for just over a decade. He spent close to 7 years as communications officer with the Horizon School Division in Humboldt, SK, and has been working as a senior communications officer in the sector since 2021. He grew up in Treaty 4 and now lives in Treaty 6 territory with his wife and two kids in Saskatoon.
Outside of work, he serves as a board member with Nuit Blanche Saskatoon, and the International Association of Business Communicators, Saskatoon Chapter. Lance is a graduate of the University of Regina, with a Bachelor of Arts in Film and Video Studies and a Certificate in Public Relations.
Sponsored By
14:30 - 15:00 Wellness Break and Vendors
Sponsored By
15:00 - 16:00 Breakout Session: How to be Strategic in Managing Partnerships and Sponsorships
In a context where partnerships and sponsorships play a crucial role in the growth of schools and
the positioning of school boards within their communities, how can we ensure these relationships
are truly effective? This session offers concrete strategies to build long-lasting relationships with
community and institutional partners, while also measuring their impact. Through case studies,
practical tools, and interactive discussions, participants will explore how to optimize sponsorship
management and maximize their value for their organization.
Speakers
Élisa Gilet
Partnerships and Sponsorship Specialist, Conseil des écoles publiques de l'Est de l'OntarioÉlisa Gilet is a marketing and communications professional from France with an international
profile. She holds a degree from the Sorbonne University (France) and a Digital Marketing diploma
from the University of Westminster (UK). Her academic journey across Europe and North America
reflects her passion for dynamic, multicultural environments.
At CEPEO, she leads the development and management of strategic partnerships and community
relations to support school recruitment, retention, and institutional visibility initiatives. Her
commitment highlights her passion for education, her people-centered leadership, and her ability to drive impactful projects in diverse and stimulating contexts.
Sponsored By
15:00 - 16:00 Breakout Session: Crafting Crispy Goals and Objectives that Bring Real Results
Effective communication plans center on strong, purposeful goals and measurable objectives, but crafting them can be the most challenging part. In this one-hour session, you’ll learn how to write ‘crispy’ goals and objectives that create clarity, connect directly to organizational needs and drive real results.
Using the RACE model (Research, Analysis, Communication, Evaluation), we’ll explore a practical approach to goal and objective setting that helps shift your work from reactive to strategic. You’ll walk away with a formula you can use immediately, examples from award-winning public sector projects and a fresh perspective on how to anchor your plans in what matters most.
Speakers
Julia Harvie-Shemko is a nationally recognized strategic communicator with over 20 years of experience helping public sector and non-profit organizations solve complex business challenges through effective communications. As the founder of Red Thread Connections Inc., she works with clients across Canada to build strategic plans, improve internal and external communications and lead organizational change.
Julia brings deep municipal experience to her work, having served for over 16 years as the lead communicator in two mid-sized cities. She is known for leading high-impact, often-controversial initiatives, ranging from crime and safety strategies to major funding issues for community partners. Her leadership at the City of Red Deer helped shift the organization from tactical to strategic communications, earning national recognition as the inaugural In-House Team of the Year by the Canadian Public Relations Society.
A skilled facilitator and speaker, Julia is accredited in public relations (APR), certified as an executive coach (CEC) and holds graduate certificates in Public Relations Management and Executive Coaching. Her sessions are known for blending strategy, clarity, and practicality, always with a focus on real results.
Sponsored By
15:00 - 16:00
Breakout Session: Rebuilding Trust: The Recipe for Rebuilding Trust Between Canadians and our Institutions
In an era of fragmented media, rising disinformation, and pandemic isolation, institutional trust
is in crisis. Canadians are more likely to put their stock in social connections than in institutions.
Giving up is not the answer, nor is it necessary. Drawing on 30 years of digital communications
experience, Paul will share practical strategies to reconnect your institution with the people you
serve so that you can take active steps to rebuild vital trust and engagement.
Speakers
Paul Bellows is a guru of all things web in Canada. He's a 30-year veteran of digital strategy, an advisor to Canada’s Chief Technology Officer (CTO), a member of Canada’s Digital Governance Council, and consulted on the current version of the W3C’s Web Content Accessibility Guidelines. Paul is host of The 311 Podcast, exploring the state of the art in digital transformation for the public service. He was founder of Yellow Pencil, one of Canada's foremost web development companies, and served as CEO for over two decades.
He thoroughly understands the public sector. He's always at the leading edge of what's going on in technology, including AI. And he always keeps in his cross-hairs the essential "why" of whatever digital communication tools people are using. In terms of accessibility, he is at the forefront of the knowledge base and guidelines related to Canadian websites.
Paul is a hilarious, amiable person, approachable and practical. For Paul, things with the web should work for real people. He's a gifted musician and songwriter, a dad, and an unabashed Oilers fan.
Sponsored By
18:00 - 19:00
BRAVO Awards Reception, presented by
Sponsored By
19:00 - 22:00
BRAVO Awards Gala, presented by
Dinner, awards and entertainment
Sponsored By
