Training a spokesperson

DURATION

3-hour workshop

DESCRIPTION

This training workshop is aimed at communication advisors and non-profit leaders. Its objective is to assist you in identifying the right individuals within your organization to become spokespeople and developing tools and methods to train and support them.

By the end of the workshop, you will be able to understand the elements necessary to train competent and confident spokespeople who can effectively represent your organization’s interests and values to the public and the media.

We will cover the following elements during this session:

  1. How to select candidates within your organization to become spokespeople?
  2. Develop tools and documents tailored to their needs.
  3. Conduct media monitoring to understand and draw connections to current events.
  4. Train spokespeople to interact effectively with the media and strengthen their skills.
  5. Simulate media interviews to allow them to practice in realistic situations.
  6. Establish guidelines and communication processes.
  7. Provide constructive feedback to help them improve.
LET'S TALK
BACK TO TRAINING

Who leads this training?

JULIE BOURBONNIÈRE, M.A.

PRESIDENT AND CHIEF EXECUTIVE OFFICER

JULIEN ACOSTA

DIRECTOR, COMMUNICATION AND PUBLIC RELATIONS

ÉRIC DUMOULIN

ADVISOR, COMMUNICATION AND PUBLIC RELATIONS

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agence@c4com.ca

Julie Bourbonnière is an inspiring leader at the heart of communications and marketing.

With nearly 25 years of experience in communications, media, and marketing, Julie Bourbonnière is a prominent figure in the industry. As President of C4 Communications since 2024, she stands out for her visionary leadership and her ability to transform ideas into powerful strategies.

Throughout her career, Julie has led large-scale campaigns for prestigious brands and organizations such as Bio-K+, Cavalia, Hotels.com, and Rolls-Royce Canada. Her innovative approach and diverse expertise—in communication strategies, public relations, social media, public affairs, training, and event organization—have been instrumental in engaging and growing her clients’ audiences.

Holding degrees in political science, international journalism, and communications, Julie embodies the perfect balance between creativity and strategic rigor. Since joining C4 Communications, she has strengthened the agency’s position as a key player in the field while remaining grounded in values of collaboration and sustainable impact.

With nearly 15 years of experience in communications—beginning on Parliament Hill in Ottawa, then at the Quebec Press Council, and finally in Montreal’s municipal politics on Mayor Plante’s team—Julien Acosta has developed solid expertise in public relations and social and political marketing. Both creative and strategic in his thinking, he has overseen dozens of communication campaigns throughout his career, working on their conception and production for organizations large and small, across various sectors (health, environment, social development, politics, etc.).

His deeply curious nature drives him to develop a thorough understanding of every issue he tackles, since form is always an expression of substance. In this respect, he enjoys reading, understanding, analyzing, and challenging, while following his instincts—which have served him well so far.

Over time, Julien Acosta has built a wide arsenal of skills that he now puts to work for his clients: strong writing abilities, a sharp analytical mind, tight and efficient project management, and strategic advice tailored to each context.

Éric has more than 25 years of experience in communications. He began his career as a radio and television host before transitioning into communication and public relations for non-profits involved in events, local development, and entrepreneurship support. This allowed him to develop expertise in strategic communication planning, press relations, and event organization. Éric also acquired solid skills in media creativity and sales, notably at Cogeco Média, where he designed and deployed multi-platform promotional campaigns for diverse companies. He is recognized for his organizational sense, creativity, and rigor, with a keen attention to detail and quality craftsmanship. Éric holds a certificate in communication from the Université de Sherbrooke and has earned accreditations in marketing analysis, public relations, and social media. He regularly continues his education to stay at the forefront of communication trends.

Julie Bourbonnière is an inspiring leader at the heart of communications and marketing.

With nearly 25 years of experience in communications, media, and marketing, Julie Bourbonnière is a prominent figure in the industry. As President of C4 Communications since 2024, she stands out for her visionary leadership and her ability to transform ideas into powerful strategies.

Throughout her career, Julie has led large-scale campaigns for prestigious brands and organizations such as Bio-K+, Cavalia, Hotels.com, and Rolls-Royce Canada. Her innovative approach and diverse expertise—in communication strategies, public relations, social media, public affairs, training, and event organization—have been instrumental in engaging and growing her clients’ audiences.

Holding degrees in political science, international journalism, and communications, Julie embodies the perfect balance between creativity and strategic rigor. Since joining C4 Communications, she has strengthened the agency’s position as a key player in the field while remaining grounded in values of collaboration and sustainable impact.

With nearly 15 years of experience in communications—beginning on Parliament Hill in Ottawa, then at the Quebec Press Council, and finally in Montreal’s municipal politics on Mayor Plante’s team—Julien Acosta has developed solid expertise in public relations and social and political marketing. Both creative and strategic in his thinking, he has overseen dozens of communication campaigns throughout his career, working on their conception and production for organizations large and small, across various sectors (health, environment, social development, politics, etc.).

His deeply curious nature drives him to develop a thorough understanding of every issue he tackles, since form is always an expression of substance. In this respect, he enjoys reading, understanding, analyzing, and challenging, while following his instincts—which have served him well so far.

Over time, Julien Acosta has built a wide arsenal of skills that he now puts to work for his clients: strong writing abilities, a sharp analytical mind, tight and efficient project management, and strategic advice tailored to each context.

Éric has more than 25 years of experience in communications. He began his career as a radio and television host before transitioning into communication and public relations for non-profits involved in events, local development, and entrepreneurship support. This allowed him to develop expertise in strategic communication planning, press relations, and event organization. Éric also acquired solid skills in media creativity and sales, notably at Cogeco Média, where he designed and deployed multi-platform promotional campaigns for diverse companies. He is recognized for his organizational sense, creativity, and rigor, with a keen attention to detail and quality craftsmanship. Éric holds a certificate in communication from the Université de Sherbrooke and has earned accreditations in marketing analysis, public relations, and social media. He regularly continues his education to stay at the forefront of communication trends.

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agence@c4com.ca