When the ground keeps shifting through economic pressure, algorithm changes, and eroding public trust, breaking through can feel harder then ever. Drawing on years of crafting messages for clients at pivotal moments Paula breaks down the building blocks of confident storytelling: key messaging that is clear, consistent, and built to last; lived experience that turns expertise into credibility; values that lead the message rather than decorating it; and anecdotes that spark curiosity and build real empathy. Attendees will leave with a practical framework for shaping their own messaging, and the tools to amplify their message across channels.
Paula Worthington is the President and Founder of Worthington PR and Story, one of Western Canada's most sought-after public relations and communications agencies. Her agency works with brands across the country, leveraging the right communications and marketing tools to help them tell their stories in a meaningful way. She's also a faculty member at Mount Royal University and a member of the Entrepreneurs' Organization.