Jana Schilder

Jana Schilder knows what attracts the news media’s attention

One reason Jana Schilder is so successful in public relations is that she doesn’t think like the TV version of a publicist demanding special treatment for her “star”. She thinks like a news person because for many years, Jana wrote “Online Trading” of The Toronto Star‘s business section,  and produced TV interview shows.

So, Jana knows firsthand what will draw the news media’s interest. In fact, for one client, she obtained nearly three dozen media hits in a single year without sending even one news release or “fact sheet.”

Beyond her editorial work, she understands how coverage contributes to business success.

Jana has devoted the past 30 years to providing strategic communications advice, tactical implementation and assistance to businesses, professional partnerships, Crown Corporations and government.

She has worked with law and other professional service firms, financial institutions, high-tech, manufacturing, businesses creating “green” products and services, transportation, energy and a range of start-ups.

She has learned to mesh the thinking and skills of journalism with the needs and processes of business. Jana has enabled countless organizations to deliver their message effectively to internal stakeholders and external audiences while helping  increase mind-share, customer or client share, market share and – most important – profitable revenue.

Jana founded First Principles in 2004, after stints at a number of Canada’s premiere businesses.

At KPMG, she provided strategic communication advice, tactics and tools to all four of the firm’s industry groups: Financial Services, Consumer & Industrial Businesses, Energy & Natural Resources and its Information, Communication & Entertainment practice.

Prior to KPMG, Jana advised Hydro One on employee communication issues, heavily involved during the deregulation of Ontario’s electricity market.

Before being lured away by Hydro One, Jana worked at CN. She used her expertise in communications to help turn a money-losing, former Crown corporation into one of Canada’s most respected and profitable corporations. In his acceptance speech for the CEO of the Year Award in 2000, Paul Tellier credited the power of the railroad’s communications plan led by Jana as the foundation for the railroad’s cultural change.

Prior to helping CN, Jana was the director of marketing and communication at McCarthy Tetrault, then Canada’s largest law firm. She launched the firm’s media relations program, developed a speaker training program for lawyers, created the firm’s first website, developed and wrote marketing a monthly newsletter for lawyers and staff, and directed the firm’s advertising.

Jana began her communications career at Nortel where she led a unique culture change program. She managed the President’s Council on Competition, where employees went on study tours to immerse themselves in top management practices used by the globe’s best-run businesses.

Reach Jana by phoning 416.831.9154 or send an e-mail to her.