Communications teams at colleges and institutes are increasingly concerned about the “college brand.” At a time when Canada is pursuing ambitious national priorities—from major infrastructure and clean economy projects to workforce development – governments have emphasized that a skilled workforce is central to the country’s future prosperity.
Yet despite their essential role in education, workforce development, and community impact, colleges often remain under-recognized and under-valued. Teams are balancing multiple priorities – corporate communications, student recruitment, student engagement, and institutional reputation – often with limited resources. Many are asking: How can we strengthen public understanding of the sector while managing day-to-day communications needs?
This session will show communications teams how to translate institutional impact into compelling public narratives, align messaging with national priorities, and apply practical storytelling frameworks that support reputation, recruitment, and sector visibility. Drawing on perspectives from government and external relations, the session includes real-world examples and tools attendees can use immediately in their own work.
Michael McDonald
Vice President, External and Member Relations, Colleges and Institutes Canada
A senior national public affairs and government relations leader, Michael McDonald serves as Vice President, External and Member Relations, at Colleges and Institutes Canada, where he leads federal engagement, strategic positioning, and external affairs on behalf of the country’s college and institute system. He brings more than 15 years of experience across government relations, policy advocacy, and organizational leadership in the postsecondary sector, with a focus on aligning institutional priorities with national policy agendas and strengthening the sector’s public narrative.
Prior to his current role, Michael held progressive leadership roles at Universities Canada and served as Executive Director of a national advocacy organization, where he led national campaigns, acted as chief spokesperson, and managed high-profile issues
including reputational risk and crisis communications. He is recognized for his expertise in government relations strategy, narrative and brand positioning for public institutions, and
risk and crisis management, with a particular focus on translating institutional impact into clear, compelling narratives that strengthen understanding of the college sector’s role in
Canada’s economic and social priorities.