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Key messages 101: building your PR foundation

October 3 @ 9:30 am - 11:30 am


Elevate your brand: building a robust public relations toolbox

Warren Buffett, one of the most successful investors of all time, once said, “It takes 20 years to build a reputation and five minutes to ruin it.” With an estimated net worth of $86.2 billion, the American business guru, investor, speaker, philanthropist and Oracle of Omaha, knows a thing or two about business!

You may have already figured out that launching a business is simultaneously one of the most exciting and overwhelming decisions you will ever make (we know from experience!) and there is no doubt you want your hard work and financial investment to pay off – big time!

What you may not know is that a positive reputation is one of the single most important assets you can have when it comes to cultivating a brand that is 1) wildly successful and 2) able to withstand the test of time. So how do you build and maintain a solid reputation that ensures others see you in the way you want to be seen?

That’s where we come in. With more than 30 years of collective public relations (PR) experience (we’ve helped shape brands in sectors ranging from education and health care to consumer goods, financial services, technology, government, not-for-profit and more!), we’ve compiled our knowledge into a series of workshops that will enable you to build a robust communications toolbox for your organization and help you elevate your brand and cultivate your (positive) reputation – now and in the future.  

Key messages 101: building your PR foundation

Have you ever been confused about a product or service AFTER visiting a website or Facebook page? Then chatted with a business owner or staff member and felt even more unsure? We have two words for you: key messages.

 The difference between a stellar pitch and one that sounds like the pilot episode of Stranger Things, key messages are the foundation for all (written or spoken) organizational communications. Learn how to effectively share what you do and the value you bring to your stakeholders – across all of your communications channels. Learning points:

  • What key messages are, and how and when to use them.

  • How to determine your point of value and what you want your stakeholders to hear, understand and remember.

  • The key message development process.

  • Tips for developing your business’ message map.

About the Presenters:

Allison Morris Rosnak, principal, Good Word Communications

She is the former manager of Communications and Media and Editorial for two of Ontario’s leading post-secondary institutions where she had oversight of communications and built, fostered and maintained relationships with key stakeholders in Durham Region and across the GTA. Prior to joining the academic sector, Allison honed her talent at one of North America’s leading traditional public relations agencies, executing communications programs for several high-profile brands including MasterCard and Panasonic as a well as a boutique communications firm specializing in the high-tech space.

With an unwavering dedication to generating results for her clients by encouraging calculated risks and bridging strategy with innovation, Allison thrives on positively shaping a company and/or brand’s image and clearly communicating an organization’s message(s) to stakeholders to drive business growth.

A mom of three, avid runner, and spin instructor (who consistently struggles to find time to teach a class but refuses to give up the dream!) Allison is a former communications professor and is currently completing her Master of Interdisciplinary Studies with a focus on two of her favourite things – communications and leadership.


Krista Luxton, communications associate, Good Word Communications

A proud grammar nerd, Krista’s passion for PR, communications, writing, editing and working with the media continually motivates her to ensure her clients achieve their business goals. With more than a decade of communications experience spanning several sectors, including the development and leadership of numerous impactful communications campaigns, she has been recognized by the International Association of Business Communicators, excels at crisis and strategic communications and credits her journalism background for providing her with a comprehensive understanding of the media and what it takes to get coverage. 

Known for her versatility as a writer and natural ability to craft content in a variety of styles (e.g. corporate, print, web, social media etc.), Krista is highly skilled at drafting communications materials and key messages that align with an organization’s mission, vision and values, and has developed messaging on behalf of C-suite executives, event emcees/speakers, physicians and post-secondary faculty members.  

Quirky, energetic and outgoing, Krista has worked as a communications officer in both the health-care and education sectors. Outside of work she can usually be found playing with her son, walking barefoot through the grass or meditating before the sun rises.



You do not need to bring a ticket with you, bring your questions and a notebook if needed. There is free parking.
For more information, call us at (905) 668-4949 or email


October 3
9:30 am - 11:30 am
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Business Advisory Centre Durham
3000 Garden Street, Suite 200
Whitby, Ontario L1R 2G6 Canada