VALERIE LAFORCE
Chelsea,Canada
Summary
Experienced public service communications professional with over 15 years of expertise in shaping strategic messaging and supporting high-level government initiatives. Specializes in crisis communication, media strategy, stakeholder engagement, and team leadership. Committed to transparency and impact, excels at crafting narratives that resonate with both internal and external audiences to align with governmental priorities and maintain a strong public image.
Overview
13
13
years of professional experience
Work History
Manager – Strategy and Coordination (IS-06)
Canadian Food Inspection Agency
01.2024 - Current
- Support the Agency in effectively communicating Government of Canada priorities and key departmental goals and priorities to Canadians.
- Brief the Minister's office and senior public officials on ministerial announcements and events.
- Manage a multi-disciplinary team from product conception to implementation and delivery.
- Provide strategic communications advice to ministerial staff and senior management on logistics and operational requirements for a wide variety of ministerial events and announcements.
- Lead and brief the weekly call with the Privy Council Office.
- Lead the development and implementation of the Agency-wide communications strategy, including initiatives to counter misinformation and disinformation.
- Oversee a cross-functional data working group tasked with developing key performance indicators (KPIs) to evaluate the effectiveness of communications efforts and ensure messaging reaches the intended audiences.
- Foster collaboration across branches to align strategic messaging with departmental priorities and enhance public trust through evidence-based communications.
Senior Program Advisor (PM-05)
The Office of the Secretary to the Governor General
07.2022 - 01.2024
- Prepared and reviewed briefing material for the Governor General of Canada.
- Conducted research, analysis and evaluation of projects and event proposals.
- Provided advisory services to the Governor General and senior management on policy, protocol and program issues and formulate recommendations.
- Developed, planned and implemented event proposals including official visits across Canada and on the international stage.
- Led teams in the planning of activities, including advance visits
- Analyzed invitations received for the Governor General’s participation
- Dealt with senior officials from the private and public sectors.
- Coordinated, consulted and negotiated process with government departments, organizations and associations.
Team Lead – Ministerial Events (IS-05)
Fisheries and Oceans Canada
01.2019 - 03.2022
- Supported the Minister in effectively communicating Government of Canada priorities and key departmental goals and priorities to Canadians.
- Worked closely with ministerial staff, the strategic communications teams and regional colleagues, editorial and translation services, the web, social media, and creative teams regarding events and announcements.
- Supervised and provided ongoing guidance to the team.
- Prepared and assisted in the weekly Ministerial Office forward planning meeting.
- Organised and supported ministerial press conferences and technical briefings.
- Wrote and reviewed media advisories, event scenarios and hot issues briefing books.
- Coordinated the approval of news releases, backgrounders, speeches, media lines, media advisories and event scenarios.
- Helped DFO and the Coast Guard pivot to virtual events at the onset of the pandemic by producing an in-depth resource guide and providing ongoing training to help HQ and regional colleagues adapt to new and safe way of hosting Ministerial events.
- Streamlined the electronic approval process within DFO and the Canadian Coast Guard to make it more efficient.
- Updated and shared events calendar with PCO and MinO.
- IS-05
Communications Advisor – Ministerial Events(IS-04)
Fisheries and Oceans Canada
10.2017 - 12.2018
- Organised and supported more than 150 ministerial press conferences and technical briefings.
- Wrote and reviewed media advisories, event scenarios and hot issues briefing books.
- Coordinated the approval of news releases, backgrounders, speeches, media lines, media advisories and event scenarios.
- Assisted in the translation and review of news releases, backgrounders, media lines, speeches, media advisories and event scenarios.
- IS-04
Information Officer - Media Relations (IS-03)
Justice Canada
01.2013 - 10.2017
- Organised and supported ministerial press conferences across Canada.
- Answered press inquiries via phone and email.
- Wrote event scenario notes for the Minister’s office.
- Liaised with external suppliers such as Canadian Press, AVW TELAV and the Flag Shop.
- Coordinated the preparation and distribution of media advisories, news releases, judicial appointments and ministerial statements.
- Media monitoring (Print, broadcast, social media).
- Participated in the redaction of a yearly product that summarized the main Government of Canada and Justice Canada stories for the Canadian Bar Association Annual conference.
- Assisted in the media analysis’ data collection.
- Selected and distributed daily morning press clippings.
- Acting IS-03
Media Assistant – Press Office
Public Affairs, U.S. Embassy in Ottawa
07.2015 - 12.2015
- Prepared daily media summaries and attended press briefings in the front office.
- Advised the Ambassador and government officials on media strategies.
- Provided media outreach to special audiences.
- Served as primary contact to other Mission agencies to assist with media events and public affairs strategies.
- Media monitoring (Print, broadcast, social media) and prepared daily reports.
- Set up press conferences and media interviews.
- Developed and maintained contacts with journalists and bloggers in digital media networks.
- Recommended strategies to engage audiences using web-based technologies.
- Responded to incoming information queries from the public.
- Drafted press releases and in-house briefings for Embassy events.
Education
Bachelor with honours - communications, minor in business administration
University of Ottawa
Ottawa, ON12.2009
Skills
- Language proficiency levels: E/C/C
- Reliability and Security: Secret
- Ability to work under pressure and tight deadlines
- Team leadership
- Time management
- Decision-making
- Staff management
- Project management
Timeline
Manager – Strategy and Coordination (IS-06)
Canadian Food Inspection Agency
01.2024 - Current
Senior Program Advisor (PM-05)
The Office of the Secretary to the Governor General
07.2022 - 01.2024
Team Lead – Ministerial Events (IS-05)
Fisheries and Oceans Canada
01.2019 - 03.2022
Communications Advisor – Ministerial Events(IS-04)
Fisheries and Oceans Canada
10.2017 - 12.2018
Media Assistant – Press Office
Public Affairs, U.S. Embassy in Ottawa
07.2015 - 12.2015
Information Officer - Media Relations (IS-03)
Justice Canada
01.2013 - 10.2017
Bachelor with honours - communications, minor in business administration
University of Ottawa
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