John Crean & Michael Mahoney
John Crean
National managing partner, NATIONAL Public Relations
Twitter: @jcrean

John Crean is National Managing Partner at NATIONAL Public Relations. He has extensive experience in a variety of business sectors. He works with companies in the life sciences, energy, telecommunications, financial, professional services and retail sectors. He provides his clients counsel in a number of highly sensitive areas, including activist relations, class action lawsuits, labour relations and product recalls and speaks frequently in the media on the topic of reputation management.

Michael Mahoney
Senior Digital Strategist, NATIONAL Public Relations
Twitter: @imamike

Michael Mahoney has held marketing leadership roles in Canada and Morocco, and led global brand management teams to develop strategic approaches to social media channels when they were first emerging. As Sr. Digital Strategist at NATIONAL, he is responsible for building and supporting digital strategy for clients which connects research backed insights into effective campaigns that convert interest into action.

He volunteers his time with AIESEC International, mentoring students at its York University chapter as a member of their board of advisors. He is an avid motorcyclist, and is passionate about technology, innovation, and management trends.

NATIONAL Public Relations & Sonic Boom:
The Fairness Imperative: How Fairness Will Make or Break Corporate Reputation

In collaboration with reddit, NATIONAL Public Relations and its digital division, Sonic Boom, applied their unique digital ethnography methodology, Belief Based Consumption, to study a large and engaged group of Canadians to better understand the values that drive purchase and advocacy decisions. Using a team of sociologists (PhDs), we analyzed over 20,000 conversations on to identify emerging cultural trends and values of Canadians. was chosen because it is the most prolific online community in Canada, with over 7.4 million unique monthly Canadian visitors. It is frequented by early adopters, techies and culture creators, and many of today’s trends are foreshadowed on the site.

In this session, the speakers will share the results of our research across a range of business sectors, provide a clear understanding of the concept of fairness and how it applies to organizations, and translate the fairness concept into practical and actionable measures for organizations.

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