- Director and Sector Lead, Sports and Leisure
With the firm for almost 6 years now, Marie-Christine has worked on numerous communications and public relations campaigns in the sport industry. She has managed a number of major projects for some of the Firm’s largest clients, such as the Canadian Olympic Committee, Montreal Canadiens, CCM Hockey and B2ten. She has also coordinated multiple visibility campaigns for Danone’s Activia with Olympian and brand ambassador, Marianne St-Gelais.
Marie-Christine has earned a reputation over the last 14 years for her innovative skills, strategic thinking and problem solving abilities. She also counts on an impressive depth of experience that includes project management, writing, media relations, corporate positioning and issues management.
Marie-Christine is an administrator on the Board of Directors of Club de la Médaille d’Or.
She is also a lecturer at the Université de Montreal. She holds a master’s degree in social marketing from Laval University (Québec) and Paris 2 University (France), as well as a bachelor’s degree in political science from Laval University (Québec) and York University (Toronto). She has also volunteered her public relations expertise for Médecins du Monde and helped carry out missions in Mali, Haiti and the Dominican Republic.
Public Relations: Making a Difference
Conveying your key messages with transparency, honesty and humility can lead to noticeable changes in society—changes in attitudes, changes in media coverage and changes in government policy. In this session, you will learn to communicate effectively with the media, whether you are in proactive or reactive mode, and to leverage your media campaign to make a real difference. Key principles of an effective public relations campaign – and key takeaways – will be illustrated through a recap of the historic and emotional #Abusefreesport (#Sportsansabus) media campaign of 2018, which was coordinated by Marie-Christine and a team at National PR, and which led to an everlasting improvement in the lives of all Canadian athletes.