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Diane Bégin - ruckus Digital / APEX Public Relations. Toronto, ON, CA

Diane Bégin Diane Bégin

Vice President, Social Marketing and Brand Communications | ruckus Digital / APEX Public Relations

Toronto, ON, CANADA

Agency-side strategic communications practitioner and instructor at the University of Toronto



Diane Bégin Publication Diane Bégin Publication




ruckus makers Fort McMurray wildfire mainstream media ChangeCamp Edmonton @ Pecha Kucha




A seasoned communications practitioner, Diane has worked in communications in both agency and client-side environments in eastern and western Canada. Diane’s passion is around digital and social media, an area in which she teaches at the University of Toronto.

Her award-winning career includes work with clients such as Walmart Canada, the Regional Municipality of Wood Buffalo (i.e. City of Fort McMurray), RSA Canada, Johnson Insurance, Allstate Insurance Company of Canada, Elections Ontario and the Heart and Stroke Foundation, just to name a few. Diane is a graduate of NAIT, the University of Lethbridge, and the University of Alberta where in 2010 she attained a Master of Arts in Communications and Technology (research focused on blogger trust). That same year she also secured an Accreditation in Public Relations.

Diane is an active volunteer, having served on the board of the Canadian Public Relations Society Edmonton Chapter for five years and currently is past president of the Canadian Public Relations Society Toronto Chapter. She is also a research committee member reviewing proposals for academic study in the area of communications for the Communications + Public Relations Foundation. She also has been published in the Journal of Professional Communications.

She grew up on a farm in rural northern Alberta in a francophone community in the heart of oil country.

Industry Expertise (1)

Public Relations and Communications

Areas of Expertise (8)


Communications Strategy

Crisis and Issues Management

Crisis Communication and Issues Management

Social & Digital Media

Corporate Communications

Internal Communicatons

Rural upbringing

Accomplishments (1)

President, Canadian Public Relations Society Toronto (professional)


President of the local chapter from 2015-2016, board member in various capacities for 5 years previously

Education (3)

University of Alberta: Master of Arts in Communications and Technology, Communications and Technology 2010

The University of Lethbridge: Marketing focus, Bachelor of Management 2001

Northern Alberta Institute of Technology: Marketing, Business Administration 1997

Affiliations (1)

  • Accredited in Public Relations (APR)

Languages (2)

  • English
  • French

Media Appearances (1)

Why public relations and content marketing are part of the same revolution

Financial Post  print


“Public relations professionals are the original content marketers,” Diane Begin says. “We’ve been doing that for more than 100 years, but people have just changed what it’s called. Ultimately, we’ve always been the ones tasked with connecting audiences with subject matter experts and creating content, whether that would be a news release, a story in a newsletter, a speech or a web page. That’s always been our job.”

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Event Appearances (2)

Communicating during the Fort McMurray wildfire crisis

Global Business: Lead Communication—Make Real Impact IABC World Conference #IABC17  Washington, DC


Communicating during the Fort McMurray wildfire crisis

CPRS Edmonton Professional Development Session  Edmonton, AB


Articles (1)

Rethinking the R.A.C.E. model for a social media world Journal of Professional Communications

This practical paper offers a method for the development of a social media strategy for organizations—and especially to organizations in crisis. The authors argue that traditional models for communications planning, like the RACE formula, must be updated to embrace a new environment characterized by the democratizing force of social media, and more specifically, the ways in which the power to frame an issue have shifted. Rather than a linear formula, the authors advance an iterative methodology for communications planning that involves a multi-faceted qualitative and quantitative research program, which is grounded by the principle that a social strategy should always remain in beta. The authors conclude that social media are an invaluable resource for organizations to deliver on offline goals and are especially relevant to communications professionals during times of crisis.

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