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 interactive webinar series.

Register on or before December 15  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 December 15, the eight-session course cost will be $1,000.

The interactive online webinar series will run Tuesdays and Thursdays at noon from January 11, 2022, to February 3, 2022.

The sessions will be interactive zoom meetings running one hour, or an hour and a half, depending on the topic.  Each will provide insight into Canada’s government system and provide opportunities for participants to discuss successful approaches to engaging in policy development and advocacy.  The course wraps up with two 1.5 hour practical sessions so participants can rehearse scenarios with our experts to ensure they have benefited from the instruction and have an opportunity to test their new skills.

Jumpstart your 2022 advocacy efforts with this comprehensive course and learn crucial tips from TSA’s experts! 

Who should attend?
  • Inhouse 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 

The Executive Branch of Government and How Parliament Works
Tuesday, January 11, 2022 @ Noon EST *1.5 hours

Director Kristina Proulx presents “The Executive Branch of Government and How Parliament Works,” kicking off with insight into the role of the Prime Minister, the role of Cabinet and its committees, and public servants. Kristina will also demonstrate how to utilize the Parliament website to find out information on the House of Commons and Senate daily proceedings, an overview of 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.

Messaging and Branding
Thursday, January 13, 2022 @ Noon EST

Join Senior Counsel Brian Klunder for an interactive discussion on ‘Messaging and Branding’ and gain insight that will help you drive support for your positions.  Brian will discuss the importance of building your brand with government decision-makers and ensuring your communications with the government support your brand’s business goals. The module will help you answer the question ‘What do you want decision-makers to think about your brand, and do your communications activities and products meet that goal?’

Getting Your Budget Ask Across the Goal Line
Tuesday, January 18, 2022 @ Noon EST

TSA President Don Moors provides practical tips for guiding your organization’s budget priorities from request to successful inclusion in the annual Federal Budget.  Topics will include Parliamentary advocacy, including the Finance Committee pre-budget process, how and when to use the Government caucus and Opposition MPs, guiding your request through the Department of Finance prioritization process, how and when to identify line Departments that can champion your request, as well as when and if to use media exposure to highlight your budget ask. 

Conducting Meetings:  Virtual vs. Reality
Thursday, January 20, 2022 @ Noon EST

TSA Director Ryan Singh leads an interactive session on transitioning between in-person meetings to virtual settings. From meeting basics to proper “netiquette” when meeting with departmental staff or elected officials, participants will prepare and conduct the best meetings in their virtual meeting rooms or in-person. Further, the group will decide when in-person meetings will be appropriate and the best methods to approach stakeholders.

Moneyball – The 8 Influencers of Public Policy
Tuesday, January 25, 2022 @ Noon EST

Moneyball was an attempt to insert science into baseball, assigning a value to each player based on performance metrics to assemble the best possible team.  Did it work in baseball?  That’s debatable.  Can it work with government relations when assessing the eight main influencers of public policy?  That’s equally debatable.  However, the Moneyball for GR module provides a tool through which you can put any public policy issue to assess where your support and opposition lie amongst those eight main influencers. In so doing, you can more efficiently and effectively target your government relations strategy and advocacy.  Join TSA Vice-President Duncan Rayner for GR Moneyball.

How to Write an Effective Briefing Note
Thursday, January 27, 2022 @ Noon EST

Join TSA Director Joshua Matthewman to learn the keys to writing successful briefing notes and memorandums to government, including practical tips on how to write concise yet captivating and persuasive policy and program recommendations to elected officials, public servants, or other public policy stakeholders. 

Effective Lobbying Scenarios and Rehearsal
Tuesday, February 1, 2022 @ Noon EST * 1.5 hours

In this first of two practical sessions, Partner Scott Munnoch, Senior Counsel Brian Klunder and Senior Consultant Caitlin Drouillard will run participants through mock meetings with Members of Parliament from both Government and Opposition, including reviewing a briefing note.  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 sessions.  This session will allow participants to incorporate the theory they learned from the course into successful government advocacy. 

Effective Lobbying Scenarios and Rehearsal 
Thursday, February 3, 2022 @ Noon EST * 1.5 hours

In this final practical session, TSA Partner Scott Munnoch, Senior Counsel Brian Klunder and Senior Consultant Caitlin Drouillard will help participants refine their meeting skills through interactive mock meetings with Minister’s offices and departmental staff, including reviewing a briefing note. Working in small groups, participants will hone their meeting skills, discuss issues and concerns, and improve their overall ability to persuade government audiences.  


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.


Share on Social Media