Paul Howard
Director of Communications,
Air Canada Pilots Association (ACPA)
Paul Howard is a senior communications professional with more than 20 years of experience in the private, public and not-for-profit sectors. As Director of Communications at the Air Canada Pilots Association (ACPA), Paul is responsible for all aspects of the Association's internal and external communications, from advising its governing Council on policies and strategies to drafting communications plans and executing tactics aimed at ACPA's target audiences. Prior to joining ACPA, Paul's experience encompassed a variety of progressive positions in communications and public affairs, including Director of Media Relations at a major Canadian bank, Chief of Staff and Communications Advisor to a provincial Cabinet Minister and Communications Consultant to a wide range of clients. Paul holds a BA in History and MA in Journalism from the University of Western Ontario.

Air Canada Pilots Association (ACPA):

Communications to regain engagement and commitment: an Association Case Study

You have important business to conduct with your target audience, but they are largely disengaged or worse, mistrustful. How can you get their attention, re-engage them and ultimately, win them over to your cause? This was the challenge faced by the Air Canada Pilots Association (ACPA), when more than three-quarters of its members trusted neither their Association nor their airline's management. But ACPA needed those members to ratify a new collective agreement supporting a ten-year plan for growth that could bring substantial benefits. Attend this session to learn how the Association used two-way communications informed by objective external research to engage its members and gain their commitment, achieving more than 90 per cent participation and 80 per cent approval in a ratification vote. Presenters will share how this was accomplished and what strategies and tactics might be applied to your own challenges.

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