CPRS Northern Lights

Join us on Wednesday, April 15 at noon for a webinar on branding with Nicola Poskitt from Will Creative. This really gets into the guts of brand work from an expert.

Branding is a specialty. It is not just picking colours, designing a logo, and hoping for the best. Done well, branding helps define who an organization is, how it wants to be seen, and how that identity shows up consistently across everything it says and does.

In this session, Nicola will explore why brand is so much more than a logo. She will walk us through how a brand is developed, the organizational buy-in needed to make it successful, and the decision points around whether to do a grand launch or a quieter rollout. She will also share stories of branding done very well and branding that missed the mark, because there is always something to learn from both.

This session will be valuable for communicators, leaders, and anyone involved in shaping how their organization is understood by the people it serves.

Join us via Zoom at noon on April 15. Email us at cprsnl@gmail.com if you’re having trouble finding the invite in your calendar.

About the company:
Will Creative is a full-service creative agency that works from research to rollout to results, helping brands uncover what is distinct in their DNA. Their portfolio includes work with Royal Roads University, Prince Rupert, Canada Games, Stanley Park Brewing, COBS Bread, and Fresh Tracks Canada, among others. That breadth of work gives Nicola strong real-world experience in how brands are built, launched, and lived inside organizations.

We have the joy to welcome Rashpal Rai, MCM, APR for our January 21 Lunch and Learn.

He will speak on the topic of Diversity in the PR Profession. Here’s an excerpt about his presentation:

“This session offers timely insights into the realities faced by diverse practitioners and identifies opportunities for employers, leaders, and the profession to better support inclusion, retention, and leadership development.”

Join us via Zoom at noon on January 21 for this session! Calendar invite should be in our Chapter mambers’ inboxes.

Email cprsnl@gmail.com for questions.

Northern Lights chapter members, join us Wednesday, November 19 at 12 noon for an engaging Lunch & Learn session with our very own Northern Lights member Carla Shore!

Carla will share why communications audits matter and how they can transform your organization’s messaging. In this session, you’ll learn:

• What a communications audit is and why you might need one.

• The steps involved in conducting an audit.

• Insights on costs and value.

• How audits help ensure your messages are heard and understood by your target audiences.

Carla Shore, APR, FCPRS, is a senior communications strategist with over 20 years of experience across BC and Ontario. She specializes in communications audits, issues management, spokesperson training, and strategic planning. Carla has worked with school districts, universities, government agencies, corporations, and non-profits in industries ranging from education and technology to health and sustainability.

Her career highlights include serving as Acting Director of Communications for the Vancouver School District and Director of Communications for the Cohen Commission of Inquiry into the Decline of Sockeye Salmon. Carla is also a passionate advocate for plain language and teaches communications, marketing, and public relations at Langara College, University of the Fraser Valley, BCIT, and KPU.

We look forward to seeing you there. The link to join this meeting – via Zoom – should be in your calendar. Reach out if you have questions for how to access the meeting.

Northern Light’ers: Get Ready for an Exclusive Behind-the-Scenes Experience!

Make sure this is in your calendars! Join us for our October Lunch and Learn on October 29 at noon, for a special presentation as Adam Grossman, Senior Director of Communications and Community Engagement at PavCo, takes us behind the scenes of Taylor Swift: The Eras Tour at BC Place.

Adam will share how PavCo helped transform three sold-out concerts into a $157 million economic opportunity for Vancouver, benefiting local businesses, nonprofits, and the wider community. Discover how strategic communications and radical collaboration turned the Eras Tour into a city-wide celebration, and learn about the BC Place Community Leadership Program, which raised $2 million for local charities.

Don’t miss this chance to hear stories that go beyond the glitter—showcasing the power of PR, authentic engagement, and community impact. Whether you’re a fan of Taylor Swift, passionate about communications, or interested in how major events shape local culture, this presentation promises insights and inspiration for everyone.

Are you a member but did not get the email with the log-in details? Send a note to cprsnl@gmail.com and we will sort it out!

About the Speaker:
Adam Grossman leads PavCo’s communications and community engagement strategy, focusing on telling the stories of BC Place and the Vancouver Convention Centre. With over 15 years of experience in corporate communications—including leadership roles at ICBC and the Canadian Public Relations Society—Adam is passionate about building authentic connections and driving community benefit. Outside of work, Adam enjoys movies, music, and spending time with his family in Vancouver.