Doing Things Differently: Northern Acadie, N.B., Meets Its Future

New Brunswick Premier, the Honourable Susan Holt, delivers a speech to nearly 400 people in Bathurst at the first edition of Perspectives, organized by the Association francophone des municipalités du Nouveau-Brunswick (AFMNB)

The choice of location was no accident, and neither was the message. Last Thursday in Bathurst, New Brunswick's premier delivered a love letter to the north of the province.

For too long, a false notion has taken hold: that the north of the province is destined to play second fiddle. That's the perception Susan Holt set out to reverse. To do so, following the invitation by the Association francophone des municipalités du Nouveau-Brunswick, Holt used this event as a springboard — a springboard to bring the region's historical, cultural, francophone and economic importance back to the forefront, and to fully recognize this territory's strengths, achievements and immense potential.

The idea that northern New Brunswick has “wind in its sails” — that was the message the government wanted to send. This exercise had its place.

“One Size Fits All” No Longer Works

Given the unique realities of our communities, the uniform model has shown its limits. Municipal reform has created new challenges. The world has changed a great deal — profoundly, even — shaken by global upheaval and shifts south of the border. It's in this context that new “Perspectives” are needed — fittingly, the theme of the event where Holt delivered her roughly twenty-minute address.

The premier is well aware of the bridges that need rebuilding between the north of the province and Fredericton. The fact that she delivered this speech herself was a message in itself — a signal of the importance her government places on the province as a whole. Still, how do you build partnerships in a context where government wants to work around institutions, rather than dictating to them? The answer won't come from the top down. Of course government must work around and with our institutions — what's needed is to prioritize a co-building approach to the future with them. It's in this spirit of collaboration that we will build governance that is strong and respectful of the north's realities. This speech was a first step — an outstretched hand toward openness and future potential.

Added Value, Well Communicated

For an exercise like this to work, strengths and achievements need to be recognized. Its value only lands when the intentions behind it feel genuine and real — and are well communicated. In this case, in French (please) — and the premier clearly understands that, never missing a chance to say so. That said, the organizations and businesses in attendance really learned nothing new. Regulars of New Brunswick's state-of-the-province-style addresses — including the one the Fredericton Chamber of Commerce has hosted for decades — know the drill. In recent years, there haven't been many big announcements... or hardly any.

Still, a step forward was taken, and the exercise was worth the effort. Solid media coverage followed, along with a well-timed dose of optimism as the government approaches its midterm mark.

Vision: A North That Is Resourced, Energized and Full of Life

A resourced north is an accessible north. That starts with our human resources and our health care system. What's more, to secure the social and economic future of the north, immigration is an absolute necessity. A strong north is one that opens up, welcomes people in, shows its warm side, and becomes fully accessible.

The north's momentum translates into major opportunities. Whether it's extending our tourism season, maximizing the impact of gems like the Cranberry project, celebrating on the most beautiful bay in the world (the Bay of Chaleur), or looking ahead to the grand welcome of the 2029 Congrès mondial acadien, our regional economy is ready to shine — and now we know the government knows it too.

So, what will we do with that?

This opening offers a world of possibilities, dialogue and redefined priorities.

A State of the North?

Susan Holt's speech had the flavour of a state-of-the-province address. One assumes that was the intent. Before a francophone audience that was mobilized, engaged and listening closely for “perspectives,” the premier's own perspective was the one most anticipated. Faced with that opportunity, she needed to make a strong impression, leave a mark, demonstrate a deep understanding of the issues, and lean on strengths and hope.

The same message can no longer be delivered the same way everywhere — that's today's reality. Trust, credibility and reputation are built through authentic relationships, an understanding of underlying concerns, and the ability to communicate with precision. Fortunately for Susan Holt, her lively personality and spirit help her connect with people who know how to enjoy life, and to build positive energy. These are just as important when it comes to landing a message like this.

That's the whole challenge of successful communication: knowing how to read your audience and adjust your message accordingly. It's an exercise AUDACIA supports every day, whether for an institution, an organization or a growing business.

And you — will you know how to land your next message?