Shael Gelfand

Vice President

Shael Gelfand Shael has spent 30 years in the communications business – and he still loves what he does. As head of Peak’s Calgary office, his specialties are media training, PR counsel and video production.

Shael has been an award-winning writer and broadcast journalist, media trainer, television producer and director. During his 15-year career at CFCN TV in Calgary, he introduced many firsts to local news in Canada, including the first live satellite report and the first headline newscast. His cutting edge approach brought viewers closer to the news on issues such as crime, gambling and family violence. He’s written and produced hundreds of stories and newscasts and produced dozens of documentaries and public affairs specials for local, national and international broadcast.

With his media contacts and understanding of audiences, Shael has provided media training to hundreds of executives, project managers, operations personnel, television anchors and elected officials – so that they can say what they really mean in front of a microphone. His comprehensive understanding of audiences and how they respond to news provides clients with valuable insights into how to deal with crises or issues.

He has counselled some of Canada’s largest companies on public and media relations and has implemented campaigns for many organizations – from ENMAX and the Calgary Parking Authority to the Calgary Region Home Builders Association.

Shael completed his studies at the University of Calgary (BA, History) and the Southern Alberta Institute of Technology (Dip. Applied Arts). He is an active volunteer for a variety of organizations and is a member of the UNICEF Alberta Leadership Council.