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Jana Schilder

Managing Partner at First Principles Communication

Jana Schilder is managing partner of First Principles Communication (, a mid sized Public Relations agency that specializes in media relations, employee communications, corporate social responsibility and marketing communications. Public Relations has four functions: to establish, promote, protect -- and sometimes salvage -- the reputation of an organization. The reputation of any organization is its most important asset.

Jana has been in PR for 30 years in senior roles at some of Canada’s business leaders: Canadian National Railway, Hydro One, Nortel, and Digital Equipment Corporation. The firm’s clients include professional services firms in Law and Finance, as well as green products and technologies.
How To Get Your Film To Go

How To Get Your Film To Go Viral

Last week's two-minute video clip of the demonic baby in a runaway baby carriage that terrified even jaded New Yorkers has
01/24/2014 11:44 EST
Smartphones? Pshhh. Get Ready For Smart

Smartphones? Pshhh. Get Ready For Smart Buildings

Embedded sensors are cheap and more importantly, they talk to each other and the grid. In an office building, for example, sensors can manage heat, air conditioning, office lights, building security, and video concierge service all from one location. The concept of "smart buildings" has been around for 10 years, but it has now arrived. It's real. With embedded sensors, software and a dashboard to control all connected elements, the building now becomes a "smart building." Did 25 per cent of employees forget to turn off their computers? No problem; Cisco systems can turn them all off remotely and save electricity.
09/18/2013 08:40 EDT
Wal-Mart's $50-Billion for the U.S. Economy Is the Least it Can

Wal-Mart's $50-Billion for the U.S. Economy Is the Least it Can Do

When Wal-Mart is spearheading a manufacturing renaissance in the U.S., you know that the recession is dragging on. Since 2008, many economists have noted that this is the "jobless recovery." I know people who used to have one living wage job, who now have several part-time jobs and are scrambling every month to make ends meet.
09/03/2013 05:26 EDT
Rail CEO, Ed Burkhardt, Deserves Praise for Taking

Rail CEO, Ed Burkhardt, Deserves Praise for Taking Responsibility

When Ed Burkhardt, chairman and CEO of Montreal Maine and Atlantic Railway (MMA), arrived in Lac-Mégantic Wednesday to face the media, he was slammed for being lacking. But the very fact that Ed Burkhardt showed up in person in Lac-Mégantic was exceptional and extraordinary. There was an astonishing and complete lack of "PR spin."
07/12/2013 05:25 EDT
Chris Hadfield Could Teach PR Companies a Thing or

Chris Hadfield Could Teach PR Companies a Thing or Two

Commander Hadfield is equal part astronaut and PR spokesperson. We have just witnessed the best, longest-running, "good news" PR campaign in years. It was designed to promote interest in space aviation, technology, and science, and by extension the STEM subjects -- science, technology, engineering and math -- to our next generation. Here are his communication strategy and techniques, deconstructed.
05/15/2013 08:12 EDT
Why Canadians Are Finally Sticking it to the

Why Canadians Are Finally Sticking it to the Man

Canadians are not sitting back any more and taking bad corporate behaviour. We may have arrived at a tipping point where increasingly Canadians who have been shoved, are pushing back. The RBC "fire Canadians" story broke on a weekend. By the start of the week, politicians had heard from constituents across Canada. Over in Bangladesh, a garment factory collapsed in Rana Plaza, killing more than 700. And just because a videographer caught a glimpse of a Joe Fresh clothing label and some editor put that on Canadian television, suddenly Canada's best-known retail leader, Galen G. Weston, was all over the media.
05/08/2013 05:34 EDT
What Big Business Could Learn From Downton

What Big Business Could Learn From Downton Abbey

The sense of duty, responsibility and stewardship in <em>Downton Abbey</em> are nothing less than old-fashioned words for the "modern" concept that a few corporations are once again embracing: Corporate Social Responsibility. But with one important difference: Robert Crowley, the Earl of Grantham, is an individual as opposed to a corporation. And, he takes this responsibility very seriously.
03/21/2013 05:36 EDT