Branding & Promotion

In the summer 2012 issue of Communiqué, I wrote a short piece about "Promotion": goal #2 of CASLPA's current three-year strategic plan. To refresh your memory, this goal is all about raising awareness of the important role and positive impact that our members' professions have on the lives of the Canadian public.

Recently, I've been updating members on a CBC Marketplace episode that set its sights on the high cost of hearing aids; making a number of illogical claims about base costs of and mark-ups on hearing aids and insinuating that audiologists are lining their pockets on the backs of individuals who are hard of hearing. Obviously, we take this issue very seriously and are doing everything we can to deal with it.

That said, I see this kind of story and the backlash it has produced for our audiology members as a symptom of a larger issue. With a better understanding of who you are, what you do, the value of your services and the positive impact you make, the Canadian public will be far less likely to fall for this kind of misinformation and the media will be less likely to spread it. 

Improving the awareness of what you do and the value you bring is what CASLPA's promotion goal aims to do. As I mentioned in that article, part of how we're going to raise your profile is through a branding exercise. What this means is that we want to make sure that the public knows who you are, how you can help and thinks of you first when faced with an issue within your scope of practice. Ultimately, the goal is a high level of brand recognition - similar to when someone has a toothache and they immediately think "dentist!" 

The first step in any branding project is research. We need to find out what people think of us to get a sense of where we are now, before we can decide where we need to go and how we’ll get there.

Some of you may have been contacted for a telephone interview and all of you should have received the survey we sent out last week. We are also interviewing the general public and members of other professions like educators, physicians and nurses to find out what they know about CASLPA and the professions we represent.

If you haven't filled out the survey, you have until March 5th. I urge you to participate in this important portion of our research. The information you provide will help us become the best possible representatives and promoters of your newly-refreshed brands. Together, we can make your profession a valued household name and make CASLPA the go-to organization for information about speech-language pathology and audiology in Canada. 

If you have any questions or comments, please feel free to contact me. You can email me at or call me at 1.800.259.8519 extension 241. 

Talk to you soon!

Krystle van Hoof
Director of Communications & Public Affairs


In this issue:

2013 CASLPA Award Winners
Quarterly Management Report
Advocacy News
CEE Reporting and Exam Committee Update
Student Update: U of T
Student Update: UBC


Important Dates:

March 22:     Early-bird registration for conference ends
April 24-27:  CASLPA Conference
April 25:       CASLPA AGM

Congratulations 2013 Award Recipients!

Melanie Osmond, S-LP(C), CASLPA Board Director for Alberta, Chair of Awards and Recognition Committee

We have determined the winners from CASLPA’s 2013 Awards and Recognition Program! This week, we notified 23 recipients to let them know that they have been selected as this year’s winners. These deserving recipients will be announced at the CASLPA Awards Banquet on Friday, April 26, during our annual conference in Victoria, BC.
We invite you to join us in honouring these individuals. You can purchase tickets to the awards banquet on our conference website here
Thank you to everyone who supported our awards program this year.

CEE Reporting

Carla Di Gironimo, S-LP(C)
Director of Speech-Language Pathology
& Standards

Clinically-certified members who missed the January 31 deadline to report 2012 CEE activities online must now submit a paper copy. The online option for recording CEEs for 2013 is now active at

Exam Committee News

Thank you Carol McCullough!

CASLPA would like to thank Carol McCullough for her years of service on the CASLPA Clinical Certification Examination committee. Carol, an audiologist, served on the committee from 2008-2012. She brought a great deal of expertise, dedication and leadership to the team and we appreciate her contributions over the past five years.

International Survey

Aoife O’Reilly, a Master's student in the department of clinical speech and language studies at Trinity College in Dublin, is conducting an international survey to examine the role and current practices of the speech and language therapist (SLT) in palliative care.
The survey is anonymous and the questions do not require SLTs to identify either themselves or their workplace.  Any identifying information obtained will be made anonymous. This research project and survey have obtained ethical approval from the faculty of health sciences ethics committee, Trinity College Dublin.
Click here to complete the survey.

Please note: Opinions expressed in this survey do not necessarily represent the views of or an endorsement by the Canadian Association of Speech-Language Pathologists and Audiologists.

Management Report

Joanne CharleboisExecutive Director

Each quarter, CASLPA staff report on our work and progress. This is our way of keeping our board and members up-to-date on where we're at with addressing the priorities and accomplishing the objectives outlined in our three-year strategic plan. 

Our fourth quarter report highlights CASLPA’s accomplishments from mid-October 2012 to mid-January 2013.

Advocacy News

On February 11, CASLPA's Executive Director, Joanne Charlebois, and Carla Di Gironimo, Director of Speech-Language Pathology and Standards, attended the Continuity of Care: Health Providers’ Summit in Ottawa.

This initiative, sponsored by the Canadian Nurses Association (CNA), the Canadian Medical Association (CMA) and the Health Action Lobby (HEAL), brought together representatives of health provider groups and the public to discuss the creation of a functionally-integrated continuum of care for Canada. The group will also consider ways to ensure that patients have the right provider, at the right time, in the right place; while also taking determinants of health into account. 
The goal of this initiative is to develop recommendations for the Council of the Federation (CoF) - the group that Canada's Premiers established last January to address the 2014 Health Care Accord. Joanne is on the steering committee for this summit and is actively involved in determining the direction that this project will take.


Student Update
from U of T

Jessica Goyzman (CASLPA Student Representative, S-LP Student)
& Ashwini Namasivayam (CASLPA Student Representative, S-LP Student)

This January, the graduating S-LP students from U of T began their third placements and are interning in various hospitals, rehabilitation facilities and other clinics throughout Ontario. The first-year class will start their first placements this March.

The university's clinical education program offers placements that coincide with the material learned in the previous semester. So, while the first-year class curriculum and placements focus mostly on the pediatric population, the second-year students are primarily working with adult and geriatric patients. The fourth and final placement of the program provides a variety of offerings allowing students to choose the placement and population they are most interested in. Most students agree that this type of schedule is a very valuable aspect of U of T’s S-LP program as the placements help solidify the theoretical knowledge learned in the classroom before moving on to other subject areas.

Student Update from UBC

Marguerite Ly-Tong (CASLPA Student Representative, S-LP Student)
& Andrea Bull (CASLPA Student Representative, AUD Student)

Here at the University of British Columbia, we just got back from reading break – a nice, week-long break from classes for students.

We are proud to announce that a new class has been added to our program this year on the topic of interprofessional practice. The class provides many great opportunities to work with professionals in different disciplines – we do workshops together, resolve prepared cases as a team, and attend various activities such as camps, journal clubs, rounds and much more! It’s been a fantastic year so far.

We’d like to congratulate three of our second-year students who have already been offered jobs up north!
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