Unlocking the echo chamber: 5 strategies to build trust and spark change

We live in a digital age, where people have stopped listening. The more information our stakeholders are bombarded with, the shorter their attention spans. Audiences have never been more skeptical and cynical, often resisting the facts if they do not align with their pre-exiting views.

So how can communicators unlock this echo chamber to reach and persuade key audiences? An expert panel of four bilingual communication experts, featuring the senior vice president of communication for the iconic Montréal Canadiens hockey team, director of communications for L’Oréal, the CEO of Montréal’s top PR agency CASACOM, and a Ph.D. expert on the echo chamber phenomenon will weigh in. This fascinating, interactive dialogue with world-class communication leaders will explore this red-hot topic that is impacting communicators in every sector and industry worldwide.

In this session, you’ll learn:

  • The five secrets to breaking the echo chamber.
  • Real case study examples for how leading companies are succeeding.
  • Insights from the latest neuroscience and offer pragmatic tools that every communicator can use every day.

TrackCommunication skills
Career level: Strategic adviser
Date and time: Monday, 4 June, 34 p.m.

Moderator / Heath Applebaum, ABC, MCM, OCGC, is a Gold Quill-award-winning communicator with 20 years of corporate, agency, consulting, nonprofit and PR teaching experience. He is the president of Echo Communications and has led campaigns for PepsiCo, MasterCard, Deloitte, Royal Bank and Cadillac Fairview. Applebaum is a PR professor, has led an IABC Academy course and is writing a book to be published by Oxford University Press. He has spoken at 70 PR conferences around the world and has a master’s degree in communication.


Panelist / Donald Beauchamp, is the senior vice president of communications for the Montréal Canadiens. He is entering his 24th year with the Canadiens organization and oversees the club’s communication strategy, managing all aspects of the team’s presence in the media. Beauchamp, a former goaltender himself, joined the Canadians organization in September 1993. He studied communication at Ottawa University, and completed a certificate in public relations management from Royal Roads University in Victoria, British Columbia.



Panelist / Marie-Josée Gagnon, APR, is the CEO and founder of CASACOM, an integrated public relations and strategic communication firm with offices in both Montréal and Toronto, which she founded in 2001. She is a former president of the Quebec Council of PR Firms (ACRPQ), and completed business studies at Harvard University and the Université de Montréal.



Panelist / Isabelle Randez, is the communication director for L’Oréal Canada and has 15 years of public relations experience in the beauty industry. She is accountable for driving all communication strategies, managing media relations, editorial placements, sponsorships, events and social media activities across the 14 brands of L’Oréal Luxe in Canada. She manages a team of five integrated communication leaders.



Panelist / Alexandre Sévigny, Ph.D., APR, MCIPR, is a tenured professor and director of the McMaster-Syracuse Master of Communication Management Program at McMaster University in Hamilton, Ontario.  Sévigny is the editor-in-chief of the Journal of Professional Communication (JPC), and is a member of the National Education Council and Canadian Public Relations Society.