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VISION Workshop | Public Relations, Advocacy and Global Influence

CCS Facilitators - Helena Sonea and Stephen Piazza Directors of Advocacy CCS Max Rosenberg Director, Digital Engagement & Content Development CCS Laurel McLean Director, Strategic Communications CCS
Facilitators | Canadian Cancer Society

Helena Sonea - Director of Advocacy

Max Rosenberg - Director, Digital Engagement & Content Development

At the Canadian Cancer Society, Max is dedicated to developing authentic, impact-focused video and social content that showcases how CCS is leading the way to a future without cancer. A content creator at heart, Max has spent the last decade+ developing content across various industries and audiences including not-for-profit, sports, media publishing, entertainment, travel, and e-commerce. When not at work you can find him at the rink coaching his daughters hockey team or in the crease himself.

"By participating in this workshop, I hope to help provide some deeper understanding of how to create compelling content by platform with the goals of fostering an engaged, collaborative audience. We will focus on the value of authentic content, engagement strategies with the ultimate goals of gaining desired social and digital influence."

Laurel McLean - Director, Strategic Communications

Laurel has nearly two decades of experience working in communications and public relations in the not-for-profit and private sectors. As Director of Strategic Communication at the Canadian Cancer Society, she oversees thought leadership, media relations and training, and crisis and issues management, working closely with the research and advocacy teams to amplify their work. She has deep expertise in crafting accurate, impactful and concise messages tailored to a variety of audiences, and is pleased to share my knowledge through this workshop. 

"As a professional communicator leading research communications for CCS, I’ve seen how incredibly valuable it is for scientists to have media skills and a desire to share their work with the public. People want to hear directly from researchers about the impact and importance of their work."

Stephen Piazza, MA, APR - Director of Advocacy 

Stephen is the Director of Advocacy for the Canadian Cancer Society. In this role, he oversees issue-based campaigns, public engagement, and drug access. He is passionate about health policy and prior to CCS, he spent much of his career in politics and government to advance health outcomes in communities throughout Canada. Stephen has worked in various roles at the Legislative Assembly of Ontario and the House of Commons, along with spending time in the Ontario Public Service. He is a former Director at Durman Community Health Centre, and former co-chair of the alliance for a Tobacco Free Ontario and Ontario Chronic Disease Prevention Alliance. Stephen holds an MA in Political Economy with an MBA in progress and is Accredited in Public Relations (APR) through the Canadian Public Relations Society. He lives in Ajax with his partner Jessica and their two boys

"In this workshop, I aim to demonstrate how issue‑based campaigns serve as the connective tissue between media relations, digital content, policy, and advocacy. We’ll discuss how to bring strategy, storytelling, and stakeholder engagement together to drive meaningful structural change. We will explore how clear issue framing, evidence‑based narratives, and coordinated advocacy can elevate and amplify the impact of our work."

October 16, 11:00 – 12:30 pm EST | Virtual

  1. Media engagement skills: crafting and delivering a public leadership narrative for varied audiences/public interviews (podcast, radio, TV), crisis communication.
  2. Leveraging Digital Platforms: reaching, connecting and amplifying with right audience globally. Avoid self-promotion and give value in networks to gain influence and collaboration.
  3. Global Advocacy campaigns: partnering with other national and international groups, patient groups, and policy bodies.