Training: ChangeMakers Academy
Communications and leadership training designed to level up your organization’s reputation and resilience.
Leadership matters, more than ever. In the midst of organizational and societal shifts, leaders who project strength and communicate clearly and with empathy can earn confidence, reduce risk and improve reputationally, even when crisis hits.
Introducing the ChangeMakers Training Academy
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A Q&A on tech comms with David Troya-Alvarez
Q: What first piqued your interest in technology communications?
I was drawn to this side of PR due to the dynamic nature of the work, especially during a time of rapid growth in the tech industry. Since rooting my career in this area eight years ago, I’ve been lucky enough to witness Canada become a global tech leader with significant growth potential for major brands. I’ve helped global tech brands invest in our market by launching new offices and supported several brands in finding opportunities to create a Canada-first approach when launching products. There are strong opportunities to help tech brands shine and it’s been incredibly rewarding to be a part of how the tech ecosystem has evolved.
What became very apparent early on was how many industries technology comms touches. From highlighting how tech products can help a local small business grow to executing large consumer events, all while navigating the impact technology has on society, it’s safe to say that no two days have been alike in this work.
Q: What do you enjoy most about this work?
My favourite part about technology communications is working with brands that drive real-world impact and having a part in the transformative change championed by these companies.
I’ve had the privilege to travel across Canada to hear directly from people how tech products have changed their lives, grown their businesses and allowed them to find their communities. It’s exciting to see how our team has a role in driving the awareness—and often the usage— of these apps, products and services that support millions of Canadians every day.
Q: How has our approach to technology communications evolved over the years?
The firm’s technology practice has significantly grown since I joined the team almost a decade ago! In our early days, practice groups were small (but mighty), and we supported proactive campaigns to highlight brand impact across the country.
As we’ve evolved as an organization, so too has the nature of the work and how we support clients. Our teams are significantly more involved in our clients’ day-to-day activities as an extension of their team and we’ve become industry experts in navigating the regulatory spaces in which our clients and partners operate.
With the changing media landscape, we’ve also had to adapt and expand how we tell stories. Early on, my focus was on securing traditional media coverage for clients (who doesn’t love to see their partner organization featured on the front page of The Globe and Mail?) However, with the growth of online platforms, a rise in the pay-to-play model with consumer media, and the increasing prominence of content creators, audiences are consuming news much differently than in the past. We’re constantly pivoting to new approaches for engagement as we realize how important it is to reach audiences where they spend their time.
Our base of tech clients has also grown. From the world’s largest social media companies, to global streaming apps and fintech clients, our team has a wide breath of experience in global technology across several industries – and each has its own unique challenges and opportunities to create impact.
Q: What is one thing that you wish people knew about this type of communications work?
Communicating about (and within the context of) technological developments requires a deep understanding of audiences and stakeholders. We operate primarily in Canada, which is not a singular market; it’s a collection of different regions, languages, and cultural backgrounds, each with its own distinct characteristics. Often, a message coming from a global company may not land in the same way for a Canadian audience. As communicators, we need to take care to provide local context for our storytelling to make sure that our clients’ news is relevant and lands appropriately with key targets.
This approach can also be applied to the tech space in which our clients operate. For example, while the tech scene in Toronto might focus heavily on fintech and AI advancements, Vancouver has a growing clean tech sector, and Montreal is renowned for its contributions to gaming and artificial intelligence research. Each of these regions has distinct priorities and interests, which means that a one-size-fits-all message may not effectively engage all Canadian audiences.
Q: Organizations are increasingly describing themselves as “tech companies.” In your view, what qualities make up a tech company?
An organization that is focused on building technology—as both a product and a driver of innovation. Whether it’s through software, hardware, or manufacturing, a tech company helps push the boundaries of what’s possible. A key component of that is creating an environment that embraces change, values creativity, and supports ongoing research and development.
Q: What would you say are the biggest risks and opportunities for companies in the tech space?
A major concern in Canada is the rapidly evolving regulatory environment, which can vary by province and often lags in understanding technological advancements. Navigating these regulations, especially related to artificial intelligence, data privacy, safety and cybersecurity, poses challenges that could affect operations and their ability to do business in Canada. These challenges can impact tech companies of all sizes, and it’s important as their PR partners to communicate and engage with the right stakeholders, media, consumers and local regulatory bodies to build trust and demonstrate a commitment to transparency.
However, Canada also presents remarkable opportunities for tech companies. We have a strong talent pool that attracts global tech hubs interested in expanding their market reach. Canada also has a strong emphasis on research, particularly within the AI community, and there is significant investment from foreign tech companies to help drive substantial growth for innovation. With our local expertise, we can help highlight a brand’s role in driving innovation and growth, while further building on the company’s reputation as a tech leader helping drive the Canadian economy.
Q: What are you hoping to accomplish with your tech communications work?
I hope to continue building on the rapidly growing roster of tech brands that we have the privilege of collaborating with, while expanding into new high-growth areas. I want to see our company further emerge as the go-to agency for technology brands to build their presence in Canada, and with our experience, I know we can help them get there.
Want to learn more about our technology communications work? Let’s connect!
Are you ready for the next crisis?
In our rapidly shaping and shifting world, there is nothing more important than strong leadership. An organization can get along without it in a status quo environment – but the moment crisis rears its head, leaders are needed. Leaders who project strength, communicate clearly and show empathy.
There’s one thing we can be sure of in volatile times: it’s not a question of “if” the next crisis will come, it’s “when”. So, building competency in crisis communications should be a priority for every company and every leader.
Understanding crisis communications management
Crisis was once a term reserved for headline-grabbing events such as oil spills, plane crashes, large corporate scandals or major economic volatility. But in today’s deeply interconnected world, information is available to many different audiences, each with their own priorities. This means something that was previously a minor issue – only of interest to people inside or close to a company – can now be disseminated worldwide in an instant, finding that audience to whom it matters most. A small slipup can impact a company’s reputation and do lasting damage, sometimes more than a major event. Accounting mistakes, social justice issues, supply chain disruptions, privacy and cybersecurity, geopolitical events and workplace dynamics are just a few issues leaders need to navigate today. And they must navigate very quickly and very publicly.
Key elements of crisis communications and management
At ChangeMakers, we focus on five key elements that leaders need in a crisis:
Vision: Communicating a clear and compelling vision for your organization. Your stakeholders – the public, employees, shareholders – need to know your continued purpose and motivation regardless of the circumstances.
Agility: Adapting quickly to ever-changing circumstances and making decisions based on incomplete or uncertain information and communicating well.
Empathy: Showing an understanding of the lived experience and responding to the needs of your employees, customers and other stakeholders. Empathy and compassion should be visible in all communication.
Resilience: Demonstrating you can manage these setbacks and maintain a composed and calm demeanour throughout, while supporting others through transparent and open communication.
Collaboration: Working quickly to use your networks to find solutions to complex situations.
With so much at risk, more should be done to prepare.
A recent poll of executives* who’ve experienced crisis events shows that:
- 38% had not anticipated the risk.
- 24% anticipated the risk but weren’t prepared.
- 64% reported the crisis set their company back financially.
- 35% reported it impacted their ability to retain and recruit talent.
Clearly, more can and should be done to prepare leaders for a crisis – before it hits. Though we can’t know specifics of tomorrow’s crises, we can strengthen our vision, agility, empathy, resilience and collaboration through rigorous and data-informed training.
ChangeMakers Training Academy
The ChangeMakers Training Academy was created to answer this very challenge. We help leaders identify and strengthen the skills needed in crisis… skills that enhance and protect your reputation and maintain and build trust throughout any crisis.
We will help you prepare for any situation through:
- Risk audits
- Rigorous simulations
- Understanding your stakeholders and issues
- Data-driven tools focused on protecting, promoting and evolving your reputation
- Communicating with empathy and transparency
Reputation capital matters more than ever. ChangeMakers Training Academy prepares leaders and their teams to step up when it matters most. Change is always coming – don’t wait for it to tap you on the shoulder. Be prepared to face it with readiness and determination.
*Source: https://senateshj.com/campaigns/crisis/
Reputation Management
ChangeMakers’ public relations advisors help clients communicate with confidence – particularly when the stakes are high. Together, we build stronger reputations, brands and businesses.
We understand that success depends on reputation. And reputation depends on relationships built through effective communication with customers and clients, employees, media and influencers, and stakeholders.
Building and protecting reputation is more complex than ever. Our clients need nimble problem-solving partners: senior advisors supported by a team of public relations experts with diverse skills and knowledge, creativity, curiosity, and data-driven insights to support business outcomes.
We work alongside some of the world’s leading brands and help private, public and non-profit sector leaders communicate authentically, drive growth, and change attitudes and behaviors. Whether you are bringing a new brand to market, managing reputation or policy risk, or leading the conversation on critical issues, our team has the experience you need.
Specializing in health, finance, technology, CPG, agribusiness, infrastructure, education and energy.
Reputation Management Services
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[01]Agribusiness and International Trade
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[02]ChangeMakers Reputation Score – powering Reputation Scorecard and Predictive Analysis
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[03]Consumer Brand and Lifestyle PR
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[04]Corporate Communications
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[05]Crisis and Issues Management
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[06]Data Intelligence and Analytics
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[07]Earned Media, Influencer Relations and Partnerships
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[08]Event Management
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[09]Executive Positioning and Thought Leadership
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[10]Media, Presentation and Communication Training
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[11]Pharmaceutical Communication, Health Advocacy, and Disease Understanding
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[12]Public Affairs and Policy Communication
