New PR Techniques and Tactics

Event Details

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  • Venue: Influitive

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PR hasn’t really changed in 30 years. Firms can be expensive and don’t always deliver the value that they used to, due to the decline of trade media’s authority, especially in influencing buyer decisions. Social proof and peer opinion has taken the primacy from institutions – so how do you garner influence in a fragmented landscape? Particularly for innovative organizations and technology companies, you need a new strategy. Learn from a rising, non-traditional PR professional about new techniques and tactics to increase your ROI on brand awareness investments and improve your reach and image.


Details: Date: Wednesday, November 30th, 2016 Time: 5:30 pm to 7:30 pm Location: Influitive’s office, 111 Peter Street, Toronto, ON


Our Speakers  Patrick McCaully No need to panic: Patrick McCaully, Canada’s Top News Creator and founder of Pointman! Public Relations has resolved to use his PR powers for the greater good. With a unbeatably high hit record of media coverage for his varied clients, Patrick is best known as the brain behind some of Canada’s most successful media-dominating PR strategies, including the internationally famous Dump Trump Tie,’sinfamous Toronto gas giveaways and’s annual ‘Real Cost of Love’ survey that calculates the cash required to properly court a significant other (by the way its $43,800.08) He wasn’t ‘chicken’ to help a whistleblower hold a standing room only press conference and blow the lid off of one of Canada’s biggest poultry consumer fraud cases or call out Canadians lying in wait to sue companies under CASL compliance laws, to secure major national coverage for his clients. So what makes him different to Canada’s other PR big wigs? Glad you asked.Patrick McCaully Thinking like a journalist is what sets Patrick apart. Having started his career in the television news industry, Patrick held editorial roles at CTV National News, City TV and the Global Television Network for eight years before moving over to the dark side. At Global, Patrick held the position of assignment editor for over six years. In this job, Patrick was responsible for creating and approving ideas for news stories, determining story priority and assigning coverage of the news team. Patrick began his public relations career at one of Toronto’s largest independent firms, where he worked as a consultant and account manager overseeing numerous clients in technology, real estate, consumer and restaurant sectors. Inclined to march to the beat of his own (slightly off-kilter) drum, Patrick moved on to found his own public relations practice, Pointman! Public Relations. Having seen his fair share of great and disastrous pitches during all those years at the news desk, Patrick understands from the inside out what makes an editor sit up and take notice. Now with more than 15 year’s communications experience, Patrick has launched and implemented PR campaigns for organizations ranging from sole proprietorships to Fortune 500 companies. Jaxson Khan Jaxson Khan leads public relations and influencer marketing at Influitive, a technology company that helps leading businesses including General Electric, Box, and Salesforce grow customer advocacy and channel it for brand reach, sales pipeline, and revenue growth. He is also co-founder of Young Diplomats of Canada, an advisor with Venture for Canada, and a Global Shaper of the World Economic Forum.  Jaxson Khan Previously, Jaxson worked as a project coordinator in business planning operations with Microsoft and co-chaired a corporate social responsibility board with AstraZeneca.   Jaxson has spoken across the world on youth leadership, entrepreneurship, and policy, including at The World Bank, Malaysian Global Innovation & Creativity Centre, and TEDxEdmonton. He is a co-author of a mass-market book with St. Martin’s Press, 2 Billion Under 20: How Millennials Are Breaking Down Age Barriers and Changing the World.  

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