Our investment in your career never ends. The NATIONAL Way is one of continous improvement.
NATIONAL's internal training programs - whether local, network wide or international - are coordinated through the Institute. The Institute's goal is to offer industry and discipline-specific training programs to employees at every level.
Employees at all levels are encouraged to attend internal training sessions, which allow colleagues to share their experiences and exchange ideas. Training programs are offered at each office through lunch-and-learn sessions, case studies and webinars on topics such as business writing, crisis management, creativity in public relations, speaking and presentation skills, and online communications. Courses are taught by internal and external experts.
Network-wide training programs are organized for employees of all offices to reflect the Firm's commitment to offering top-quality service by training employees in key areas, so they all acquire a common body of knowledge. These group sessions also enable employees to exchange views with colleagues from other offices.
Through NATIONAL's affiliation with Burson-Marsteller and the WPP Group, employees may be given a unique opportunity to work with colleagues around the world and get exposure to best thinking on a global level.
NATIONAL 101 provides professional development for new employees:
The program reflects the Firm’s commitment to:
integrate new employees by providing them with a training program serving primarily to communicate the Firm’s values;
offer clients top-quality service by training employees in key topics so that they acquire a common body of knowledge; and
encourage collaboration among colleagues across Canada.
The faculty consists of the Firm's partners and senior staff as well as guests.
NATIONAL 101 is attended by all new employees during their first year of employment with the Firm.
During this three-day session, training focuses on business management and core communications skills. Participants learn a great deal about the Firm, its values and history, as well as the strength of its network of professionals and services. Participants have access to state-of-the-art research on the management of professional service firms and on subjects of interest to all public relations practitioners, such as managing client expectations, project management and business development. The session also provides an excellent opportunity to get to know and work with colleagues from across the network.
NATIONAL 201 is our professional development session for the Firm’s senior consultants.
The program reflects the Firm’s commitment to:
realize the professional development expectations of senior consultants by enhancing their ability to provide superior service to existing and potential clients;
increase participants’ effectiveness in business problem-solving, client development, team leadership and self-management with clients and internal teams;
develop skills needed to overcome the challenge of being commoditized by clients/procurement;
enhance the quality and depth of the relationship with clients;
develop participants into becoming trusted advisors rather than transactional vendors;
complement our successful Visionary Leadership Model (VLM) training;
encourage advancement within the Firm and facilitate succession planning;
stimulate in-depth discussions on public relations; and
promote interoffice collaboration and networking.
The faculty consists of partners and staff.
Participants have worked at the Firm for at least three years and have approximately 10 years of management and client-servicing responsibilities. Participants must have proven consulting skills and be considered key players in their practice group. Session participants are selected by managing partners.
NATIONAL 201 features a two-day Trusted Advisor Workshop designed to bring key learnings from WPP’s Maestro and First Chair deeper into the Firm (i.e. Listening/Asserting, Central Question, Conflict Management and Feedback). It is an intensive program to develop high-calibre senior client-facing leaders. It involves a combination of main room plenums and demonstration; intensive practice in team break-outs; critical thinking around a case or real-time client scenarios and coaching.
Visionary Leadership Model
A cornerstone of our commitment to professionalism is our Visionary Leadership Model (VLM) a comprehensive methodology that defines our shared approach to delivering the highest standards of service through our relationships with our clients, our teams and our network.
VLM combines our distinctive service philosophy with a host of analytical tools and practical approaches to build enduring client relationships and rewarding careers at our Firm. The concepts and approaches of this powerful model are part of our culture and define our way of doing business.
All our staff receive comprehensive VLM training. VLM is supported by a series of worksheets and guides specifically developed to assist our consultants, creative teams and support staff with account management and business development strategies.
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