Alexandra Evershed is establishing Prospectus Associates’ strategic communications practice, bringing a passion for public affairs and building on over twenty years in communications and public relations, and a strong background in public policy.
Alexandra has extensive experience providing strategic advice to clients in government, the not-for-profit and private sectors. She enjoys the challenge of helping her clients assess their positioning and develop their best messages. One of her key strengths is her ability to translate complex information into simple, clear and compelling narratives.
Alexandra has worked on some of the highest profile public policy files in the country, advising Cabinet ministers and senior officials at the departments of Finance, Human Resources and Skills Development, Foreign Affairs, International Trade, National Defence, Citizenship and Immigration, Industry, and the Privy Council Office, among others.
Her clients in the not-for-profit sector have included leading professional and industry associations, major charities and health-focused not-for-profits. She has worked with them on issues pertaining to public policy, donor and member relations, and reputation.
Alexandra has worked with some of the world’s best known companies on issues relating to public policy, brand and reputation and in support of mergers and acquisitions.
Alexandra worked for Ipsos Reid from November 2003 to April 2012, directing its Ottawa office and leading its North American Government Research Practice, first as Vice-President and then as Senior Vice-President, Public Affairs. She is a skilled moderator who has conducted focus groups and interviews in both official languages with a very broad array of target audiences, including youth, seniors, First Nations, physicians, new Canadians, and international investors. Alexandra is also skilled in quantitative methodologies. In addition to her strength in design and analysis, Alexandra is known for her ability to turn research findings into actionable recommendations. Alexandra was a frequent spokesperson for the company.
Prior to joining Ipsos Reid, Alexandra worked for fifteen years with the Government of Canada in progressively more senior communications positions. Her subject matter experience covered the full spectrum, including economic and social portfolios and work in a central agency. She managed public opinion research and advertising for the Department of Industry; worked as a communications analyst and strategist at both Human Resources Development Canada and Industry Canada; and in media relations at Industry Canada.
Alexandra is a graduate of St. Francis Xavier University, where she obtained a degree in English Literature, with concentrations in music and sociology. She is fluently bilingual in English and French, and speaks some Spanish and Italian. The Government of Canada recently renewed Alexandra’s security clearance to the Secret level.