York Region
This webpage highlights the work I did with the Regional Municipality of York (York Region) in 2017.
The Regional Municipality of York consists of nine local cities and towns and provides a variety of programs and services to 1.2 million residents and 52,000 businesses with over 636,600 employees.
At York Region as a Corporate Communications Advisor, my focus was on providing strategic advice and media relations support to senior managers within the Transportation department, the second largest department in the Region. My work gave me the opportunity to support the overall strategic direction of the department and Region. I also focused on ensuring the reputation of the department and Region remains positive, while promoting Regional activities to residents, visitors and other stakeholders. This was a contract role.
On this page you will find portfolio items relating to media relations, Chairman’s greetings and additional work.
Media Relations
The primary focus of my role was media relations and reputation management. I worked with Transportation department staff, the second largest department in York Region. I would proactively pitch media stories and handle incoming media requests for regional information (for example – master transportation plan, YRT/VIVA transit questions, road construction updates and information).
With each news item, I also drafted social media messaging and web content to support these releases. I worked with colleagues to get this content up at the same time as the releases were issued.
Please see below a sample of media releases:
- Aug 2017 – YRT/Viva service changes take effect September 3
- July 2017 – Dial-a-Ride service changes launching August 1
- Sep 2017 – All aboard! Subways, buses and improved service are the focus for 2018
- Sept 2017 – 2nd Concession Re-Opening Street Festival
- York Regional Council Highlights – October 19, 2017
- Oct 2017 – York Region’s annual collision report highlights road safety trends as collisions continue to decrease
- Nov 2017 – Ridership study highlights initiatives to encourage transit use*
- Nov 2017 – Temporary weekend closure on 19th Avenue and update on Bayview Avenue construction
- Nov 2017 – YRT/Viva offers veterans free rides in honour of Remembrance Day
*I wrote and finalized this release but was on vacation in England at the time of its release so a colleague covered for me while I was away. This is why my name is not attached to this release.
Chairman’s Greetings
Periodically, as conventions and special meetings were held in York Region, the Chairman’s office would send greetings in lieu of attending events. Some of these were requested by the groups themselves for publications and others were created proactively, depending on the audience. Please see a small sample of greetings I crafted below:
Additional Work
Some additional items that I do not have portfolio items for but are worth highlighting include:
- I developed and implemented communications plans for internal and external-facing initiatives and campaigns.
- I created and distributed daily news clipping reports to staff and senior management.
robkirsic.ca 