Talk Is Cheap 7

Introduction

Talk Is Cheap is an annual conference presented by the corporate communications and public relations students at Centennial College. Last year, I went with my friend Rachel who has a CPG client-side marketing role. It was helpful to compare notes because she found the digital insights interesting and I appreciated the opportunity to learn more about traditional media relations. This year, I was excited to go again. I had a chance to hear different speakers, see familiar faces and extract practical tips.

Location

Centennial College – Story Arts Centre @ Pape Ave & Mortimer Ave

Outfit

Ann Taylor LOFT black jacket, Roots X Douglas Coupland ‘I Miss My Pre-Internet Brain’ ironic graphic t-shirt, Mavi skinny jeans, Sam Edelman black suede boots

Key Brands

Employers of Workshop Leaders and Panelists

Rogers, Cision, LCBO, TTC, CAMH, Argyle Communications, Ruckus Digital, Tilt, /newsrooms

Sponsors

Starbucks, GoodLife Fitness, Longo’s, Umbra, Steam Whistle

Highlights

Once the panel moderated by Martin Waxman ended, I selected three workshops to attend.

1. Heather MacGregor from LCBO led a session about media relations. I was fascinated when she identified that there are some unique unspoken rules that apply to media relations professionals who work for a Crown Corporation. Just like in any business development role, there are best practices to follow when it comes to relationship building. This is the kind of information you may not find in a textbook. Time permitting, I recommend asking about media relations when you have an information interview or one-on-one with your manager so you can gain an in-depth understanding of these tactics.
2. Brad Ross from TTC taught us how to deal with a crisis. A public transit employee was photographed sleeping on the job. A fare increase was announced. There’s also a major delay on the tracks. All in one day! How can corporate communications professionals deal with so much stress and simultaneously offer good customer service? That’s the kind of predicament students can encounter after entering the real world. Brad’s session helped me understand public sector clients’ challenges.
3. Gary Edgar from Ruckus Digital made content marketing sound like fun. I’m biased about this session because the content was the most relevant for community management—my bread and butter. When agency-side marketers reveal which campaigns catch their attention, they spill the beans about which brands inspire their client work. FYI, Gary is a fan of Heineken, Chipotle and TOMS. Gary believes we’ve finally arrived at a sweet spot where consumers are equally comfortable tapping Like on on a brand’s post as they are on a friend’s post. The way I see it, consumers might be accustomed to interruptions like commercials, but encouraging followers to hit Like on posts continues to be an obstacle for many clients. Facebook’s pay-to-play model plays an increasingly big role in this, as organic reach is declining.

On a side note, Gary was very candid about his philosophy regarding agency operations. When Gary’s in charge, he motivates his team to focus on producing high calibre work, without letting office politics become a distraction.

Testimonial

You know what really made Talk Is Cheap a pleasant experience? I never felt like anyone was trying to sell me something! Twitter handles were subtly included in the event pamphlet and on PowerPoint slides. None of the sponsors stole the speakers’ thunder. The speakers generously encouraged students to connect with them online. Want to know the number one reason Talk Is Cheap 7 was a success? Every single speaker embodied the personal branding message they preached: authenticity.