The Path to Victory for Each Major Party

Federal election 2019 The path to victory for each major party

Introduction...... 3

Liberal Party of Canada ...... 4

Conservative Party of Canada ...... 6

New Democratic Party...... 8

Green Party of Canada ...... 10

Bloc Québécois...... 12

People’s Party of Canada ...... 14

About NATIONAL...... 16

Our experts in Public Affairs and Government Relations ...... 17

Contributors ...... 21

Our office locations ...... 23

2 Introduction

As we move into the summer and inch closer to October, the narratives that will define the next federal election are becoming clearer. Parties are rallying their troops and starting to show their colours, and issues are starting to emerge as the potential ballot box question.

A lot has changed since the 2015 election that gave a majority government to Justin Trudeau’s Liberal Party. With three new party leaders, a Prime Minister whose reputation has been damaged over the last few months, and a party that might gain momentum from Canadians’ growing environmental concerns, it is certainly hard to predict what the 43rd legislature will look like in Ottawa. However, we can already see what the success of each party will depend on, and what their main challenges will be to gain voters’ confidence.

Let our experts help you understand the strengths and weaknesses of each major party, and their keys to victory.

3 Liberal Party of Canada Holding its coalition together Written by Gordon Taylor Lee, Managing Partner at NATIONAL Public Relations in Ottawa

In politics, as in business, even the most well-established brands become tarnished. Over time, they lose their luster, require a refresh, and in some cases, need an overhaul. Political leaders spend years carefully building their public personas. They seek to create their personal narratives, with a clear picture of what they stand for, what they’re against, and what they represent.

In Justin Trudeau’s case, the brand was instantly recognizable—a young, centre-left progressive, globally-conscious, gender-inclusive, pro-environment leader, with a last name every household in Canada already knew. Prime Minister Trudeau represented a generational shift, someone who would “do politics differently.”

This brand, by any objective measure, has been damaged since the Liberals took power in 2015. The self-described “sunny ways” of Trudeau’s early mandate are long gone. Numerous self-inflicted political mistakes have taken their toll and the party eventually has had difficulty connecting with the voters and voting groups, like young Canadians, who helped to fuel its victory.

Now every major national poll consistently shows Prime Minister Trudeau in second place. The PM, by any objective metric, is entering the 2019 campaign on his political back foot.

Yet, he still has time to reposition himself and the Liberals before October 2019. Voter intentions are still “soft” with four months away from the campaign. Meanwhile, traditional centre-left voters are not gravitating to the NDP, providing another electoral advantage for the PM.

4 More importantly, Prime Minister Trudeau still Selling an economic vision has some distinct political advantages: the country’s job numbers are strong; his competition The Liberals have yet to articulate a clear vision of on left and right simply don’t have his name their economic plan. Yet the economy is stable and recognition; his incumbency allows countless growing. And national job numbers are strong. The chances to connect directly with voters through PM will need to ensure his economic vision is easily the summer via spending announcements; and he understood. His commitments on infrastructure is a formidable campaigner. But winning again will and innovation spending, while interesting, don’t require some tangible strategic shifts during the seem to connect with voters. Something more crisp summer, along with a deliberate change in tone. and compelling is required. In short, success in October will be premised on the following: Capitalizing on the report card

Re-establishing As businesses need to report to shareholders, centre-left dominance politicians need to communicate results to voters. The Liberals published ministerial mandate letters, The Liberals’ success in 2015 was premised on a first for any federal government. They also spoke enthusiastic “progressive voters”. Trudeau pulled of a new way to achieve results—“deliverology”— support from the NDP, the Green Party, and others for Canadians. The PM must now convince who viewed him as a champion of their issues. voters that his majority mandate was worth the Such belief—and trust—among voters has waned investment, and he should be given a chance to since his election. The PM will need to lock down finish his homework and complete his to-do list. the progressive vote and convince voters that his opponents will have no chance to be a vehicle to move their issues. Or worse, that they pose a threat to the progress he has attempted to drive.

5 Conservative Party of Canada Controling the narrative Written by Jake Enwright, Director, Public Affairs at NATIONAL Public Relations in Ottawa

Companies and organizations have strengths and weaknesses. Politicians are no different.

Conservative leader Andrew Scheer spent the remaining days of the 42nd Parliament addressing his weaknesses, specifically those that generate distrust among suburban Canadian families, a demographic key to Conservative electoral success.

From reassuring voters about his zero tolerance stance on racism, to assuring Canadians he has a plan to combat climate change, Scheer devoted significant time to repairing those perceived weaknesses among his target audience.

But if you spend too much time defining who you are not, you don’t define who you really are. Campaigns force leaders to respond to criticism, but the sooner Scheer starts talking about his strengths, the better chance he has of becoming Prime Minister.

Moving forward, expect the Conservative leader to focus and communicate exclusively on public policies that highlight his strengths as a leader, and the shortcomings of Prime Minister Justin Trudeau. These include the Canadian economy and affordability, repairing Canada’s reputation on the global stage and public safety. It is well established that Scheer’s path to victory goes through the GTA, Lower Mainland B.C. and Quebec.

6 What remains unknown is if Scheer can successfully Emphasizing the control the narrative and keep the ballot box importance of public safety questions framed around his strengths and not his weaknesses. Here is how he will do it: Law and order has always been the policy bastion of conservatism. From backlogs in our justice Framing the affordability question system, to asylum seekers using a loophole to cross the Canadian border, Scheer will hammer Scheer will tell Canadians that tax hikes are in the these issues relentlessly. Not only is it a traditional secret hidden agenda of the Liberal Party and of strength of his party, it has become obvious that Prime Minister Justin Trudeau. The Conservative the Prime Minister struggles to communicate leader will assert that a ballooning federal deficit effectively when public safety issues dominate is the motive behind this agenda to increase the headlines. taxes, and increasing gas prices are just one of the outcomes. Expect every announcement by the Liberals to be met with warnings of higher taxes by Scheer. Reestablishing Canada on the global stage

Scheer will frame the Prime Minister as a naive leader who has damaged Canada’s reputation on the world stage. Whether it’s the sense that Canada’s traditional allies are frustrated with us, or the failure to secure a diplomatic solution with China, expect Scheer to use Canada’s uncertain position on the global stage as a rallying cry for change.

7 New Democratic Party Keeping the focus on its core values Written by Alexandra Abdelwahab, Associate at NATIONAL Public Relations in Ottawa

The New Democratic Party has always seen itself as the traditional party of the people: the champion of workers, young people and pensioners. Their newly announced campaign platform, dubbed the New Deal for People shows they plan to double down on this narrative in the upcoming campaign, by harkening back to U.S. President Roosevelt’s post-war reconstruction plan, with shades of ideas put forward by U.S. Democratic presidential candidate Senator Bernie Sanders.

It contains promises meant to appeal to these groups: a comprehensive pharmacare plan, a promise to implement a ban on single-use plastics by 2022, and a promise to lower the cost of cell phone and Internet plans.

Yet, while the substance seems likely to attract these voters, the overall tone of Jagmeet Singh’s campaign so far may end up turning them off.

In his first campaign video, ostensibly about his commitments to Canadians, Singh spends the first third of the video attacking Andrew Scheer and the Conservatives and Justin Trudeau and the Liberals.

Given that the Liberals have politically stolen some of the NDP’s thunder by announcing their plans for a single-use plastics ban, and the Liberal-appointed Advisory Council on the Implementation of National Pharmacare has recommended universal pharmacare, it is understandable that Singh is trying to make a clear delineation with Trudeau’s Liberals.

8 Fortunately, there is still time for a campaign Connecting with new voters refresh. If the NDP wants to have a strong showing in October, they will need to focus their efforts in Even though the 2015 election had the highest the following areas: turn-out since 1993, more than 30 per cent of eligible voters still did not cast a ballot. That Showing they are the party to fight means there is plenty of room to grow. Evidence climate change shows that negative campaigns turn people off completely. Instead, Singh and the NDP should be The environment is a key election issue this year. emphasizing that change is possible and within In the age of school strikes for climate change, reach. Then he needs to walk the talk. In the age of younger voters want politicians to take a stance polarized public discourse, authenticity is the key to and to be authentic in their fight against climate connecting with voters. change. They will be looking for bold visions that recognize the extent of the problem. While their Delivering a strong vision plan for climate action has several strong initiatives, including their plan for high-speed trains, the The NDP campaign commitments include a litany NDP will have to work harder to translate their of big-idea promises including having free post- plans into simple, bold language to fend off losing secondary education and free public transit. The younger voters to the Green Party. next step to convince voters that these ideas are possible is to have a clear strategy that lays out a plan for implantation. Having now formed government in Alberta, British Columbia, Manitoba, Ontario, Nova Scotia, Saskatchewan and Yukon, the NDP can make a strong case that it is ready to govern, but will need to make sure voters understand its vision.

9 Green Party of Canada Taking advantage of the momentum Written by Gordon Taylor Lee, Managing Partner at NATIONAL Public Relations in Ottawa

The Green Party of Canada looks poised to have its strongest showing ever in the next federal election: their national poll numbers remain solid; they won a federal by-election earlier in 2019 in Nanaimo, B.C.; their provincial counterparts in P.E.I. performed exceedingly well in the recent provincial election; and the Green Party in B.C. still holds the balance of power in the province, working with the B.C. NDP in an issue-by-issue fashion.

These are all significant building blocks moving into the federal campaign. With the environment as a “hot button” campaign issue, the party could make gains at the expense of the Liberals and NDP in particular regions.

But they will need to run a campaign based on broad electoral appeal. While environmental leadership will remain its cornerstone issue from a policy perspective, they will not grow if they limit themselves to being a one-issue team.

10 To this end, we expect a fairly comprehensive have serious doubts. The NDP has already put out platform to emerge from the Green Party—one an aggressive green plan, and the Conservatives that looks to speak to more Canadians in multiple have released a comprehensive strategy. The regions. Yet the challenges ahead for Green Party political battle on this particular issue will be critical leader Elizabeth May will be difficult to overcome. for Elizabeth May. As the campaign advances, the Liberals will undoubtedly be looking to reinforce They include: that they are “the only party” who can potentially form government from the centre-left, and that Avoiding the centre-left squeeze a vote for the Greens is wasted. The Green Party, in turn, will need to convince those same voters The federal NDP will be highly cognizant of the to “stay with them” regardless of the results in threat the Green Party poses to its traditional October. voters, particularly given Jagmeet Singh’s troubles in major polls. The Green Party will have to Obtaining official party status design and execute a bold campaign premised on targeting: the youth vote; those who have voted It would be a major victory for the Green Party to Green before; disillusioned NDP voters; and those achieve full party status in the House of Commons. who are anxious about the climate plans of the Achieving this result would launch the party Liberals and Conservatives. into a different political “zone” among federal parties. And this is particularly true if a minority “Owning” the green file government is the final result in October: the Greens could play a pivotal role in supporting (or Many of the Liberals’ major environmental opposing) whichever party wins a plurality of seats. commitments—including progress on the Paris Their support will likely need to be secured—with Accord targets—have simply not come to fruition. the support of environmental issues as the basis for There is a palpable sense that those who previously their decision. viewed the party as a “green champion” may now

11 Bloc Québécois Renewing its political offer Written by Alexandre Boucher, Director, Public Affairs at NATIONAL Public Relations in Quebec City

Like a cat, the Bloc Québécois seems to have nine lives. It has often been deemed expired, it has been placed on life support, and its demise has been announced several times. Although we are witnessing an inevitable erosion of the sovereignist movement, both in Quebec and Ottawa, the Bloc Québécois has no intention of admitting defeat. What will the next election hold for this party, which has had its share of difficulties in recent years?

In 2011, the ever-charismatic Jack Layton reduced the Bloc Québécois to a handful of MPs, and in 2015, the party begged Gilles Duceppe to return and save the sinking ship. This was followed by Martine Ouellet’s short reign, which was marked by internal wars, rifts, betrayals and resignations. Not without first clinging to her leader’s job, Ms. Ouellet eventually resigned under the weight of internal and media pressure. The MPs who resigned returned to the fold, with significant consequences on the party’s cohesion.

Since no one was lining up for the job, earlier this year we witnessed the crowning of the Parti Québécois’s former Minister of the Environment, Yves-François Blanchet. An unexpected candidacy for a beleaguered party. Blanchet is well-known in Quebec, having acted as a political commentator on TV in recent years. A good communicator, Blanchet can also be feisty and incisive.

The arrival of the new leader at the head of the Bloc Québécois sparked a modest but sustained rise in polls. According to the latest polls, the Bloc’s support is hovering around 20%, much better than the 12% under Martine Ouellet. The Bloc’s ability to rise above this bar could have a significant impact on the campaign; each additional percentage point could result in winning electoral ridings.

12 One thing is certain: the Bloc needs to renew its Insisting on the balance of power, political offer if it wishes to recover and win votes which the Bloc Québécois could hold back. Three approaches will be decisive: Align itself with the nationalism In an election with unpredictable outcomes, the only way for the Bloc Québécois to have an advocated by the Coalition Avenir influence on the conduct of business in Ottawa Québec (CAQ) is to obtain the balance of power in a minority government. This argument will resonate with The Bloc is fully aware that it has everything to gain Quebec voters, who want to make sure they are by defending Quebec’s consensus and supporting heard in Ottawa. the demands of Quebec Premier François Legault, whose party is very popular, rather than embodying Winning back NDP voters who the federal branch of an already weakened Parti turned their back in 2011 and 2015 Québécois. At the same time, the Bloc will need to recruit candidates outside of the traditional The main reason why Quebec is an electoral sovereignist circles (former PQ MNAs, defeated battleground is because movement is expected candidates) to ensure its renewal. among New Democrat supporters, who could give their vote to another camp. Will the social- In addition, the Bloc can capitalize on the fact democrat voters return to the Bloc Québécois? that it is the only party dedicated exclusively to Could progressive sympathizers rally behind Justin defending Quebec’s interests. This will surely be Trudeau to stand in the way of the Conservatives? a key issue of the campaign in Quebec. There are Will environmentalists be enticed by the rise of the still many areas of contention between Ottawa Green Party? and Quebec, and the situation has worsened since the arrival of the CAQ. Two visions are clashing: on Overall, the Bloc could cause some surprises if it one side, a multicultural Canada, and on the other, becomes a refuge party for nationalists or federalist a nationalist Quebec that does however focus on Quebeckers who are dissatisfied or unhappy with cultural diversity and the integration of immigrants. conventional federal parties.

13 People’s Party of Canada Maxime Bernier is all-in Written by Alexandre Boucher, Director, Public Affairs at NATIONAL Public Relations in Quebec City

His political career has been a roller coaster. After being elected in 2006, he became a prominent minister in Stephen Harper’s cabinet. But the controversies quickly piled up. After years in limbo, a mellowed Maxime Bernier returned to the Harper cabinet. His inclination to generate controversy, however, quickly caught up with “Mad Max”.

By creating his own party following a heartbreaking defeat in the Conservative Party of Canada’s leadership race—ultimately won by Andrew Scheer—Bernier “retrieved” his freedom of speech. He freed himself from the party line against which he was railing.

This allowed him to put forward populist commitments and promote much more radical ideas. By doing so, in pure political terms, he confined himself to reaching a far-right electorate likely far too marginal to make significant gains.

Many think that the People’s Party of Canada could take some votes away from the Conservative Party, depriving it of seats that could be decisive in forming the next government or obtaining a majority. This is potentially true.

Yet with a Liberal government seeking a second term, and the very real possibility that the Conservatives might oust Justin Trudeau’s troops, the political context is unlikely to favour Maxime Bernier. For conservative voters, supporting the People’s Party of Canada would probably end up benefiting—ironically—the Liberals.

14 No matter what, Maxime Bernier has more Securing his own re-election important and immediate challenges to overcome: Finally—and this is probably the most important A deficient electoral machine and element—Maxime Bernier’s own re-election is paper candidates far from secured. This could mean the end of his political career, and the end of the party itself, as Maxime Bernier’s campaign machine can hardly it is so closely linked to its leader’s personality. compete with those of other established parties. Not to mention the grumblings of dairy producers Although recruitment is going well, the party’s and farmers, who rallied against him during the candidates are mostly individuals with very little Conservative Party’s leadership race because of his notoriety. And when they make the news, it is more intention to abolish supply management, and who often than not for the wrong reasons. could very well repeat the operation in October.

Delivering his message without The bottom line: Maxime Bernier and his impact traditional media on the race cannot be discounted. He has a proven ability to recreate himself. But the proverbial Undoubtedly inspired by the attitude of a certain electoral deck is definitely stacked against him American president, one can expect Bernier to moving into October 2019. bypass traditional media to deliver his message without a journalistic filter. A strategy built around social media can work for a brand that is well- established, and that benefits from a strong reach and a large audience, but this is not the case with the People’s Party. In addition, since it has never won a seat in an election, the party will be excluded from important forums such as televised debates, and maybe even regional or local debates. This could hurt Bernier and the party through the writ period.

15 About NATIONAL Public Relations

NATIONAL Public Relations connects clients to the people who matter most; delivering the right message, at the right time. Grounded in research, insight and deep sector understanding, we bring together teams of discipline experts from across our network to provide creative communications solutions that move people in thought and actions. For over 40 years, NATIONAL has been at the centre of issues and industries that matter, leading change for today and tomorrow.

NATIONAL is Canada’s leading public relations firm, servicing clients across a wide range of sectors, with offices in Vancouver, Calgary, Toronto, Ottawa, Montreal, Quebec City, Saint John, Halifax and St. John’s. NATIONAL’s service offering also includes NATIONAL Capital Markets, the industry’s foremost investor relations and financial services communications practice. NATIONAL Public Relations is an AVENIR GLOBAL company, among the top 15 largest communication firms in the world with offices in 24 locations across Canada, the U.S., Europe and the Middle East, and part of RES PUBLICA Consulting Group. NATIONAL is affiliated internationally with public relations firm Burson Cohn & Wolfe (BCW), a WPP company.

For more information about NATIONAL, please visitwww.national.ca or contact us at [email protected].

16 Our experts in Public Affairs and Government Relations (in alphabetical order)

François Crête Martin Daraiche Vice-President, Government Relations – Quebec Managing Partner Montreal Quebec City

François started his career in public affairs in 2003. First Martin Daraiche offers his clients high-level strategic in politics, as Chief of staff at the provincial level for more advice in pan-Canadian public relations and government than eight years and, from 2011 to 2016, as Vice President relations. His practice focuses on natural resources, energy, at Cohn & Wolfe Montreal. His clients are active in domains information technology and healthcare. Drawing on broad as diverse as transportation, education, culture, real estate political experience and an in-depth understanding of and industrial development, and high technology. His vast government decision-making mechanisms, Martin works knowledge of the Quebec government and public affairs in closely with business leaders to simplify the most complex general makes him a strategic advisor of choice for companies issues so they can define distinctive strategies to reach, and that must navigate the administrative and political maze. even surpass, their goals. Martin is a lawyer and member François also supports his customers in their communication of the Quebec Bar. Prior to joining NATIONAL in 2008, he needs and issues management. He is known for his great served as the political and legal advisor to the Quebec ability to quickly grasp the strategic issues facing his clients Premier. Martin became partner in 2012 and managing and to produce lasting solutions. He holds a Bachelor in partner of the Quebec City office in 2017. He is a recipient Information Systems from the University of Sherbrooke. of two of NATIONAL’s most prestigious international awards: Active in several organizations, François chairs the board of the NATIONAL Way Award, presented to the candidate the Nature Conservancy Canada for Quebec. who best personifies NATIONAL’s motto, “Trusted Partner, Bold Thinking ™”, and the Luc-Beauregard Award. Martin serves on the board of directors of The Arthritis Society and was a select member of the Governor General’s Canadian Leadership Conference in 2012. Martin leads the Firm’s Business Development Working Group.

17 Marc Desmarais Jeffrey Ferrier Vice-President, Government Relations – Ottawa Vice-President, Public Affairs and Ottawa/Montreal Strategic Communications Vancouver Marc Desmarais has been repeatedly recognized among the 100 most influential lobbyists in Ottawa Theby Hill Times Jeffrey Ferrier is one of British Columbia’s leading and Maclean’s. Over the past 30 years, he has developed a progressive public affairs and communications deep knowledge of the workings of the government and held consultants. He has more than 20 years of experience as senior management positions in the federal government as a private sector consultant, public servant, senior NDP well as in the healthcare, government relations and public political campaigner and staffer, and journalist. He has policy sectors. A fluent bilingual, Marc has a wide network of served as a trusted advisor for a broad range of clients, contacts across the country. As a strategist, he is motivated from Fortune 500 companies to not-for-profits, helping by the successful achievement of client business objectives. them get the results they want. He does it by helping Positive, resilient and reliable, he has an outstanding ability clients navigate complex local and provincial decision- to solve complex problems and defuse difficult situations. making in B.C., and by empowering them to communicate Holder of a Bachelor’s Degree in Communications from the powerfully and effectively with the audiences that matter University of Ottawa, Marc Desmarais is a regular guest most. He has highly developed strategic planning and speaker at Ottawa and Carleton universities. He is a former management skills, extensive business, government teacher of martial arts and is also known for his charitable and not-for-profit experience across all key sectors, and activities including work for the Kidney Foundation of Canada has strong working relationships with the provincial and and Prostate Cancer Canada. In the fall of 2015, he used his local governments in B.C. Jeff is also an avid runner, and vast experience and his desire to help others by running as recently set a new personal best in the half marathon. a candidate for the Liberal Party of Canada in the riding of Richmond-Arthabaska.

18 Kristan Hines Ali Salam Vice-President, Public Affairs Senior Vice-President, Public Affairs Halifax Toronto

Kristan Hines is a relationship builder who is driven As the practice lead for the Public Affairs team in to achieve results. She has spent the past 15 years Toronto, Ali Salam leads a robust team of senior providing strategic counsel, communications and consultants and advisors providing strategic and forward- operational support to senior and political leaders thinking advisory services on high profile public and both in Nova Scotia and across Canada. Prior to joining private sector matters. Ali’s unique approach was borne NATIONAL, Kristan served as Chief of Staff to the from his experience over a dozen years in government Premier of Nova Scotia. A strategic thinker, Kristan and politics, and in a wide range of environments combines strong communications and planning skills relevant to his clients including with think tanks, NGO’s, with experience in public policy development, issues unions and corporations. Ali believes that an exceptional management, and stakeholder engagement. Her calm, public affairs offering is found in the seamless blending steady approach to problem solving and collaborative of intelligence and insights, stakeholder relations, leadership style allow her to tackle complex problems strategic communications, engagement and mobilization. with measurable results. Drawing on her network, He understands deeply that knowing what decision Kristan is well positioned to help clients navigate makers in Government are motivated by and what can government and build effective relationships with move their opinions is vital to the success of his clients, decision-makers. In addition to holding senior roles in having been a government decision maker himself. the Office of the Premier, Kristan served as Director of Before joining NATIONAL, Ali was the Chief of Staff to Outreach and Executive Assistant to (then) Leader of three Cabinet Ministers in the Trudeau Government the Official Opposition in Nova Scotia. Prior to this, she where he served as the principal advisor on strategy, spent six years in Ottawa on Parliament Hill, providing communications and policy on a diverse set of files. In strategic political, policy and communications advice these roles he oversaw multiple departments including for cabinet ministers and elected members, both in a budget of over $1b and over 7,000 departmental staff government and opposition. Kristan is passionate around the world. Previous to his time in Ottawa he was about building meaningful relationships and inspiring a senior advisor in the Ontario Government at Queen’s people to make a difference in their province. She Park, managed public affairs for one of Canada’s largest holds a Bachelor of Arts Degree (Honours) in Political non-profits and has run more campaigns in all levels of Science from Acadia University and a Master of Arts Canadian politics than he can remember. Degree in Political Science (International Relations) from Dalhousie University.

19 Gordon Taylor Lee Managing Partner Ottawa

Gordon Taylor Lee was appointed Managing Partner of NATIONAL’s Ottawa office in February 2019. With over 20 years of public affairs and communications experience, Gordon comes to NATIONAL having served as a senior political staffer, an executive-level member of Canada’s federal public service, and private sector leader of a global, integrated communications and public affairs firm. Gordon is a former Senior Policy Advisor to Canada’s Deputy Prime Minister, Director of Policy to the federal Minister of Health, and political advisor to multiple campaigns. Gordon has also led management teams within various departments, including Health Canada and Innovation, Science and Economic Development Canada. He began his career with Global Affairs Canada, having served in the department’s North American Bureau and with Canada’s Consulate General in Seattle. Most recently, Gordon was Senior Partner and General Manager of FleishmanHillard’s Ottawa office, where he led accounts with key clients and Fortune 500 companies across numerous sectors, including finance, trade, healthcare, innovation, and manufacturing. Originally from British Columbia, Gordon holds an undergraduate degree from the University of Victoria and a graduate degree from Queen’s University.

20 Contributors (in alphabetical order)

Alexandra Abdelwahab Alexandre Boucher Associate Director, Public Affairs Ottawa Quebec City

Alexandra is an Associate at NATIONAL’s Ottawa office. “The most important thing in communication is to She is a multilingual communicator with experience hear what isn’t being said.” This Peter Drucker quote in media, strategic communications, logistics, project is a good summary of the vagaries and subtleties management and diplomacy. With a background in underlying the world of communications. Because journalism, Alexandra has reported for television, reality is just a perception of the mind. Mastering the radio, newspapers, magazines and online publications media and understanding their workings, anticipating from cities across Canada, including Toronto, Ottawa, crises and managing them effectively when they Montreal, Moncton, Saint John, Fredericton and Halifax. arise, turning threats into opportunities—these are She has also reported internationally from London, the waters Alexandre expertly navigates. Drawing on England and Georgetown, Guyana. She has held staff the strength of his experience in ministerial cabinet reporter positions with Global News, theToronto Star, offices, he knows how to craft communications the Montreal Gazette and Metro Ottawa. Alexandra has strategies that reflect your image and that are adapted advised non-profit organizations in Guyana, Jamaica, to your needs. He leaves no detail to chance; he is India and England on developing and implementing a bit of a perfectionist. He will pick your brain for a communications strategies. An avid traveller, Alex has wealth of ideas and commit them to paper to produce lived in, worked from or travelled to 35 countries. passionate and persuasive speeches in which each Alexandra holds a Master of Arts (with distinction) word is meticulously selected. In turbulent times when in International Studies and Diplomacy from SOAS everyone sees obstacles, he sees an opportunity for University of London and a Bachelor of Journalism your organization to stand out and to showcase its (with distinction) from Ryerson University. strengths. Your success is his new priority.

21 Jake Enwright Director, Public Affairs Ottawa

Jake Enwright is a public affairs strategist with nearly 10 years of government and public relations experience. Jake worked as Vice President and Director of Corporate Affairs for Huawei Canada, helping lead the company’s crisis communications for the year prior to joining NATIONAL. Jake’s areas of specialization include digital media, strategic communications, crisis communications, media relations, and Canadian telecommunications security policy. Jake is actively involved in federal politics and served as the director of media relations and crisis management for the Leader of the Official Opposition, Andrew Scheer. He also worked as the press secretary and media spokesperson for interim Conservative Party leader Rona Ambrose and Industry Minister James Moore. Jake holds a Bachelor of Social Science (Honours) in Political Science from the University of Ottawa.

22 Our office locations

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