TSA Webinar Series: How to Succeed in Government Relations


How to Succeed in Government Relations

Go deep into the world of government relations with TSA’s eight-session ‘How to Succeed in Government Relations” webinar series.

Register on or before June 7 to benefit from the early bird rate of $750 and get access to information that will change how you approach government relations for under $85 a session. After June 7, the eight-session course cost will be $1,000.

The online webinar series will run Tuesdays and Thursdays at noon from June 15, 2021 to July 13, 2021 (with a break on July 1 to celebrate Canada Day).

The first seven sessions will be an hour-long zoom webinars that provide insight into Canada’s government system and discuss successful approaches to engaging in policy development and advocacy. The course wraps up with a two-hour practical session allowing you to rehearse scenarios with our experts to ensure you have benefited from the instruction and have an opportunity to test your new skills.

Don’t miss your chance in 2021 to take this comprehensive course and learn crucial tips from TSA’s experts!

Who should attend?
  • In-house house government relations directors and managers.
  • Executives with responsibility for lobbying or government advocacy.
  • Communications and stakeholder relations professionals who will benefit from having a strong government relations foundation.

Course Description and Schedule 

Canada’s Westminster’s System of Government
Tuesday, June 15, 2021 @ Noon EDT

Join TSA’s President Don Moors as he walks you through an introduction to Canada’s System of Government. Learn about the three branches of government (the legislative branch, the executive branch and the judicial branch) and the role of each branch.  This introductory session will provide you with important information that will support future learnings and give you a foundation for developing your government relations skills.

How Parliament Works
Thursday June 17, 2021 @ Noon EDT

Director Kristina Proulx presents “How Parliament Works,” a comprehensive review of the House of Commons and the Senate’s workings. Kristina will provide in-depth information on the House of Commons and Senate daily proceedings, the roles of Members of Parliament, the opposition, the speaker and other key players in Canada’s parliamentary system. She will further offer important insight into how committees work and how a bill becomes law, from first reading to royal assent.

Executive Branch of Government
Tuesday, June 22, 2021 @ Noon EDT

TSA’s Senior Counsel Brian Klunder will pull from his vast political background to show you the inner workings of the Executive Branch of Canada’s government. He will provide insight into the role of the Prime Minister, the role of Cabinet, and its committees, and walk participants through the responsibilities of the public services and its parts.

Effective Lobbying (theory)
Thursday, June 24, 2021 @ Noon EDT

Dive into the world of lobbying with Director Joshua Matthewman in this session on the ‘who, why, and how’ of lobbying. Receive practical advice on key lobbying strategies that will help you build
and maintain profile and awareness for your organization, align your issues with your audiences’ priorities, and understand decisionmakers and their processes.

Building Coalition and Alliance
Tuesday, June 29, 2021 @ Noon EDT

Senior Consultant Caitlin Drouillard will take you through the ins and outs of coalition building and alliances. From basic theory on why partnerships matter in policy development to organizing coalitions and avoiding common pitfalls, Caitlin will walk you through the necessary information to ensure you can create better relationships and further your policy and advocacy goals.

Messaging and Branding
Tuesday, July 6, 2021 @ Noon EDT

Join TSA
Vice President Duncan Rayner for an overview of how to brand your organization
for government audiences and how to develop effective messaging for advocacy
and government relations. Receive practical advice on how to define your issues
and asks, craft your key messaging – or elevator pitch – and effectively
communicate your message in person or in writing.

Canadian Lobbying Legislation
Thursday, July 8, 2021 @ Noon EDT

TSA President Don Moors and Consultant Ujwal Ganguly will present the need-to-know facts around Canadian federal, provincial and municipal lobbying rules. TSA will ensure you have the information required to understand your organization’s obligations under Canada’s lobbying laws and practical tips on how to register.

Effective Lobbying Scenarios and Rehearsal 
Tuesday, July 13, 2021 @ Noon EDT * 2 hrs

In this practical session, TSA President Don Moors, Partner Scott Munnoch and other TSA personnel will walk participants through mock meetings with a Member of Parliament and other Government officials. For this session, participants will break out into smaller groups of 3-4 people.  TSA’s experts will provide participants with a mock scenario in advance, conduct the meeting and offer constructive feedback and tips based on the learnings from the previous session.  This session will allow participants to incorporate the theory they learned from the course into successful government advocacy.


Founded in 1990, TSA is an independently owned, fully integrated Canadian government and public relations company with offices in Ottawa and Toronto. TSA has the in-house expertise to design and implement public affairs strategies of any scale and scope, from research and strategic design to tactical programming and stakeholder engagement.

TSA consultants draw from diverse backgrounds, including government, law, media, financial services, corporate communications and marketing. We work in a flat organizational structure that emphasizes multi-disciplinary skills, with account teams selected to match each client’s unique requirements.


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