Sylvia Link

Marketing & Communications Director, Retired Teachers of Ontario

How to get away with measurement (without really trying)

Benchmarking. Metrics. Sampling approaches. Evaluation methodology. Logic model. Percentiles and quartiles. Average vs mean. Qualitative vs quantitative measures.

Do we need an advanced research degree to develop a strategic communication plan? Or, as a profession, can we continue to get away with measurement without really trying?

In this highly interactive session, we’ll:

  • Discover proven, innovative research strategies for every organization and budget
  • Revolutionize your measurement efforts by focusing on results and impact
  • Learn how to find research allies and to leverage research as a communication strategy
  • Go beyond surveys and focus group with 10 innovative, low-cost research strategies
  • Brainstorm ways to leverage your research into new communication products
  • Leave with valuable resources, including a diversity research toolkit and do-it-yourself communication audit
  • Gain a communicator’s research bookshelf with 20 top resources


Sylvia is an award-winning senior communicator with experience in government, education, child care and health care sectors.

Sylvia is a communications professional with 30 years of experience. She is director of marketing and communications for Retired Teachers of Ontario, serving as a member of the senior management team for this non-profit organization of 80,000 members across Canada.

Previously, Sylvia led communication and stakeholder engagement for the Early Years Division of the Ministry of Education, with a focus on child care and the new full-day kindergarten program in Ontario. Prior, Sylvia served as manager of communications for Peel District School Board, one of North America’s largest public school districts, developing communication strategies for 20,000 employees, 150,000 students, 232 schools and a culturally diverse community of 1.3 million people. She also worked previously in health care PR.

Sylvia teaches Communications Management in the School Board Administration program at Guelph University. As well, she has taught internal communications in the Corporate Communications post-graduate program of Sheridan College in Oakville, Ontario. She has been published in national and international publications including Vital Speeches of the Day, Education Today and Canadian Government Executive.

Sylvia holds professional accreditations through the International Association of Business Communicators (IABC) and the Public Relations Universal Accreditation Board. In 2015, she received the lifetime professional designation of Master Communicator from IABC Canada.

Sylvia is the recipient of numerous professional awards, including:

  • Gold Quill Award of Excellence and Business Issue Award, IABC
  • Platinum PR Award, PR News
  • Gold Medallion, National School Public Relations Association
  • Cicero Speechwriting Award for Best Public Policy Speech
  • Bronze Anvil, Public Relations Society of America