Heather Massel, Apr Email & Phone Number

Edmonton, Alberta, Canada

I have provided strategic issues management advice and a full suite of communications products and support to various clients, including two regional library systems, municipal government, a leading financial services institution, and local community and non-profit organizations. I have conducted extensive stakeholder engagement and developed strategic communications plans and products to inform employee and external communications, issues, reputation and organizational change management. Highlights: • Wrote technical guides and developed presentation materials to support staff training in rollout of new banking software for enterprise-wide use. • Directed issues, reputation and brand and provided a full range of strategic communications services for a regional library system. I provided advice and media coaching, strategies and tactics to address significant organizational threats and assisted the organization in developing its own in-house communications expertise. Consistent and pro-active communications about deep organizational change resolved the organizational threats and external stakeholders reported significantly-improved communications. • Led successful communications audit and stakeholder engagement initiatives with internal and external audiences, conducting in-depth interviews and developing broad themes and recommendations for action. Measurable results included increased member satisfaction and support for the organization’s business goals. • Press Secretary and Director of Communications for a provincial party leadership candidate. Directed and led all of the campaign’s media relations, issues management and strategic communications.

Edmonton, Alberta, Canada

In this full-service communications role, I provided strategic advice, issues and reputation management, communications and media relations support to the Executive Director and CEO, the Association’s Board of Directors and member public school boards. I developed and produced a wide variety of digital and print products – including monthly thought leadership articles – that helped position the association as a recognized leader and authority on public school education in Alberta. I managed media relations, messaging and coaching and led group media, issues management and social media training. I also marketed and promoted the benefits of Association membership.Highlights: • Improved stakeholder and public engagement through development of website and social media content. • Developed thought leadership agenda and distribution strategy to elevate the association’s brand position and voice, and drive increased local and provincial media coverage.

Edmonton, Alberta, Canada

• Led communications, engagement, marketing and brand foundations strategy development to build and enhance stakeholder awareness of Covenant’s value to the healthcare system. • Consulted on and developed a new vision and department structure to align with the organization’s strategic plan and goals, and equip the department communications and engagement team with tools, coaching and growth opportunities.

Edmonton, Alberta, Canada

In this full-service marketing, internal and external communications role I provided strategic advice, issues and reputation management and media relations support to the CEO, senior management and staff teams at 46 lodge and apartment sites. Highlights: • Led research, development, implementation and evaluation of a 360-degree internal and external communications and public relations strategy that positioned GEF as the leading provider of subsidized housing for low-income seniors in Alberta. Developed communications strategies to engage and expand target audiences.• Led the strategy and redevelopment of the GEF website into a user-friendly portal that supported the organization in achieving housing occupancy of nearly 98 per cent. With a focus on storytelling, we showcased GEF seniors on social media and on the website, increasing followers and engagement by more than 30 per cent over one year.• Developed a yearly editorial calendar and distribution strategy, and wrote most of the internal and external communications, including print and digital materials and storytelling content for the website and social media.• Led the stakeholder engagement process for the successful municipal rezoning of a proposed seniors’ housing redevelopment project in a neighbourhood opposed to further large-scale redevelopment. As pandemic-related public gathering restrictions were still in place, I worked collaboratively with internal and external stakeholders to develop an inclusive digital-first engagement strategy.• Led all internal and external pandemic-related communications, substantially improving communications and the corporate relationship with seniors living in GEF buildings, as measured in yearly client satisfaction survey results.• Led and mentored the team that produced all internal and external communications for GEF. Developed and implemented clear, consistent brand messaging and tone, based on research for the communications and public relations strategy.

Edmonton, Alberta, Canada

On a long-term contract basis with the Public Service Commission: • I researched, planned, wrote and edited communications materials, including strategic plans, news releases, briefing notes, key messages, speaking notes for legislation, reports and news articles for internal and external audiences. • I provided external communications and media relations support for significant new legislation about public agencies, planned media events and conducted media training with department technical experts.

Edmonton, Canada Area

On a long-term contract basis, I led strategic communications and media relations for the provincial association that represents all 61 public, separate and francophone school boards in Alberta. I provided strategic advice on complex and confidential issues, often with sensitive and political implications, to senior management, the Board and member school boards. I directed internal and external strategic communications, media relations and issues management and led stakeholder engagement, collaboratively building and maintaining relationships with school boards, government and media representatives. I wrote thought leadership articles on behalf of the board chair and conducted media training for the board. Highlights: • I led the planning, management and successful execution of up to four events per year, including professional development sessions, receptions and issues forums with 200-450 attendees per event.• I researched, developed, implemented and evaluated strategic communications plans for new and seasonal initiatives, including a successful multimedia election campaign toolkit for school board trustee elections.

Edmonton

Executive Advisor (Environment and Sustainable Resource Development):I was the lead issues manager for the Forestry division and the first point of contact for sensitive and emerging issues, strategic initiatives and projects, and requests for information and documents. I anticipated and identified business and reputation matters, directed and coordinated staff and ensured issues were appropriately managed. I reviewed all of the division’s communications and information deliverables for accurate, timely, strategic and consistent messaging. I provided issues management and community liaison support to the Minister’s Office on stakeholder concerns about resource management. Communications Manager (Edmonton and Area Child and Family Services Authority): I directed the unit that produced all of the region's communications and media relations work, including issues management, communications planning, media and community liaison, internal and external communications, websites, writing and editing, publishing and day-to-day staff supervision, budget and business planning. As the lead spokesperson for the CFSA, I conducted daily media interviews on high-profile and sensitive issues and briefed executive management, providing strategic communications advice. With lead responsibility for the area’s brand and corporate reputation management, I ensured consistent CFSA branding and messaging, and built key relationships with local and regional media and external stakeholders. Senior Public Affairs Officer, (Justice and Attorney General, Seniors and Community Supports): I led corporate communications and media relations for specific program areas, writing communications plans, key messages, news releases, backgrounders and speeches, and executing media events. I led communications support for a provincial task force consultation process. The combined efforts of the task force support team resulted in a Premier’s Award of Excellence (Gold) for superior client service.

Edmonton, Canada Area

Alberta Economic Development:I produced internal communications publications for department staff. I also produced positive and proactive communications, including Ministerial correspondence, briefings, reports, speeches, presentations and articles for the Minister’s Office and Deputy Minister's Office to support business development and tourism initiatives.

Edmonton, Canada

Alberta Agriculture, Food and Rural Development: I led media relations, reputation and issues management for the department and directed the communications team that produced all of the department’s communications products for the Minister, MLAs and Premier. Products included news releases, backgrounders, key messages, speeches, event plans and launches, advertising and marketing. I also briefed executive management on high-profile issues and provided strategic communications advice. I led the communications for the release of a multi-year, high-profile technical report, including the successful execution of a technical briefing, news conference and follow-up media management. As part of a preparation team, I coached technical experts and held a mock news conference, leading to increased confidence, improved messaging, and positive media stories.