4th Edition of Tremblant Forum Focuses on Responsible Communications

             Fourth edition of the Tremblant Forum on corporate
           responsibility and sustainability off to a great start

     Coca-Cola and General Electric offer tangible solutions for building
         a sustainable reputation through responsible communications

    MONTREAL, Sept. 20 /CNW Telbec/ - More than 100 corporate, institutional
and NGO leaders from across Canada are in attendance at the fourth annual
Tremblant Forum on corporate responsibility and sustainability, which began
yesterday in Mont-Tremblant. The theme of this year's conference is
"Responsible communications for a sustainable reputation".
    This year, Mr. Michael Stopford, Group Director, Corporate Reputation,
Worldwide Public Affairs and Communications for Coca-Cola, delivered the
keynote address. He explained how Coca-Cola has managed to position itself as
one of the most highly-respected brands in the world: by basing the company's
reputation on solid performance and protecting its image through effective and
credible communications.
    "Although communications cannot replace tangible results, they facilitate
the establishment of dialogue with primary stakeholders," said Mr. Stopford.
"The key to success rests on credibility, the core of one's reputation, and
communications must maintain and protect this."

    "Eco-branding" as a profitable business strategy

    The event's first panel featured, among other communications experts,
Peter O'Toole, Director of Public Relations for General Electric. He presented
GE's environmentally-friendly business initiative "Ecomagination", which is
proving to be the most dramatic effort by a multi-national to truly embrace
green technology and a means of authentically building green into the
company's brand.
    "Our ecomagination strategy is proving that environmentally responsible
programs and products can be profitable from both a branding and financial
perspective," said General Electric's Peter O'Toole. "We plan to see $20
billion in annual revenue by 2010 from this strategy - and strong
communications will help drive us to that goal, and beyond."
    Organized by NATIONAL Public Relations, Tremblant Forum has become one of
the most important events in Canada for the exchange of ideas on some of the
greatest challenges and opportunities facing businesses, governments and
members of the public.

    Creating value through values

    Tremblant Forum 07 has brought together some of the world's top
sustainability communicators in lively sessions moderated by respected
international journalists. The first panel, Creating value through values,
took place this morning.
    Moderated by Marc Gunther, Senior Writer at Fortune magazine, the panel
included such experts as Peter O'Toole from General Electric, Susanne Stormer
from Novo Nordisk, David Bensadoun from Aldo and Guy Boucher from Domtar. They
highlighted best practices in fair trade, ethical branding and cause
marketing, and emphasized the importance of values-based communications.
    Tremblant Forum is made possible thanks to the support of many companies
including Alcoa, Cascades, the Cirque du Soleil, Gildan, Loto-Québec and
Tremblant as well as our media partners La Presse, The Gazette, Vision Durable
and www.novae.ca. We would also like to thank CNW for ensuring the
distribution of the event's press releases.

    To be continued this afternoon...

    About NATIONAL

    NATIONAL is the largest public relations consultancy in Canada with
offices in Montreal, Quebec City, Ottawa, Toronto, Calgary, Vancouver,
Victoria, New York and London, as well as an interest in MT&L/NATIONAL in
Halifax. The firm offers corporate communications, investor relations, public
affairs, marketing, technology and healthcare communications services to a
broad range of leading corporate, government and institutional clients.
Internationally, the firm is affiliated with Burson-Marsteller.
    NATIONAL is a subsidiary of RES PUBLICA Consulting Group in Montreal,
which also owns another Canadian public relations leader, Cohn & Wolfe /
Canada, with offices in Toronto, Montreal and Calgary and an affiliation with
the worldwide Cohn & Wolfe network. RES PUBLICA also holds a significant
interest in Global Public Affairs, the leader in government relations in
Canada, with offices in Ottawa, Toronto and Calgary.

For further information:

For further information: Montreal: Roch Landriault, (514) 843-2345;
Quebec: Sylvie Patry, (418) 648-1233, ext. 232; Toronto: Meredith Sjogren,
(416) 848-1377; Calgary: Laura Bishop, (403) 531-0331; Vancouver: Rebecca
Bourque, (604) 691-7394

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