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December 2011

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Call for Student Submissions for CPRS Toronto 2012 ACE Awards
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 By Nicole Laoutaris

Are you thinking, “How am I going to make a big splash in PR after school is over?”

Answer: submit your campaign or project for a CPRS Toronto 2012 ACE Award!

The CPRS Toronto ACE Awards were created to recognize communications excellence in the practice of public relations. Winning an Award will not only help you earn industry recognition, strengthen your strategic communications skills, and have your work known by Toronto’s public relations community, but you will be able to celebrate your work with colleagues and friends at the hottest PR event in town!

Students who are enrolled in a full-time public relations or communications program are invited to submit their campaigns and projects for the Toronto CPRS 2012 ACE Awards. Note, students do not have to be CPRS members to be eligible to submit an entry.

How do I enter?

In one easy step, you could be on your way to ACE…

All you have to do is submit an executive summary and rationale of your project electronically through the online entry form on the CPRS Toronto website by January 26, 2012. Early bird entries save $10 when submitted by January 13, 2012!

Then, a team of experienced communicators will review the applications and select which submissions will move forward. All submissions are judged and returned with valuable feedback and suggestions made to help you learn and improve your skills.

That’s it!

Save the date!

This year’s gala event will be held on April 26, 2012 at the newly renovated – and stunning – Bram and Bluma Appel Salon, located on the second floor of the Toronto Reference Library. Stay tuned for more details.

Important Dates and Deadlines:

Early Bird Entry Deadline: January 13, 2012
Entry Deadline: January 26, 2012
*Students entries are only judged on the first step of the entry application process, the executive summary and rationale
Gala: April 26, 2012

On behalf of CPRS Toronto and the ACE Awards team, we ask you take this opportunity to submit your best work for evaluation, and we hope to see you at the Gala this Spring!

Questions? Contact us at ace@cprstoronto.com, or Tweet your questions to @CPRSToronto

 

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CPRS Toronto ACE Awards: What’s in it for me?
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By Nicole Laoutaris

Each spring, the crème de la crème of Toronto’s public relations community gather to recognize and celebrate the best, brightest and most promising in the industry.

The CPRS Toronto 2012 ACE Awards are just around the corner, and the time has come to dig in your heels and submit your very best work for evaluation. This year’s gala event will be held on April 26, 2012 at the newly renovated Bram and Bluma Appel Salon, on the second floor of the Toronto Reference Library. Stay tuned for more details!

The ACE Awards were created to recognize communications excellence in the practice of public relations. All CPRS members and associates, full-time public relations and marketing professionals in the Greater Toronto Area, and students who are enrolled in a full-time public relations or communications program are eligible to enter.

How do I enter?

In just two easy steps, you could be on your way to ACE.

First, enter an executive summary of your project electronically through the online entry form on the CPRS Toronto website by January 26, 2012.

Once a team of experienced communicators have reviewed the applications, those who have been short-listed will be asked to submit a full entry.

That’s it!

Note that students are only required to submit the first stage of submission, an executive summary and rationale for their campaign.

What’s in it for me?

Winning an ACE Award will earn you industry recognition, will strengthen your strategic communication skills and will get your work known by Toronto’s public relations community. Beyond that, you will have the opportunity to celebrate your success with your friends and colleagues at the hottest PR event in town!

What if I’m not short-listed?

You still benefit from the submission process, even if you are not selected for the next stage of application. All those who are not short-listed will still receive valuable feedback and suggestions for improvement.

So don’t hesitate! Get started on your entry today! And be sure to save the date for this year’s gala on Thursday, April 26, 2012!

For more information on eligibility, campaign entry categories, submission requirements and deadlines, click here to download the ACE Awards 2012 Entry Guidelines Package.

Questions? Contact us at ace@cprstoronto.com or Tweet your questions to @CPRSToronto

We hope to see you all at the gala this year!

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Four tips for aspiring PR practitioners
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By Gloria Lopez – Gil

Student members participated in Passport to PR on November 15, 2011. The event is a half day tour that gives behind-the-scenes access to some of Toronto’s top PR practitioners. 

As a student, it becomes a big concern as to what exactly our soon to be career actually intakes. Having the opportunity to visit Citizen Optimum, Toronto Board of Trade, and National allowed a glimpse into the reality of PR life. Advice given from practitioners working in the industry, being able to distinguish ways in which future practitioners are able to be successful.

Tips to be successful:

Nina Kalos and Stephanie Nadalin from Citizen Optimum

1. Network
If there is one thing to note about working in the PR industry, is the sole fact to network with as many people as you can. Get to know the people working in public relations. Working in public relations is a field in which many candidates are striving to make it to the top. It is important to maintain relationships amongst practitioners whom you may meet.

Nina Kalos from Citizen Optimum suggests students to “find a mentor”. Take advantage of mentorship programs, like the one that CPRS offers. Mentors are able to provide full insight on their experiences that they have come across while working in the industry.

2. Keep it all
It is that simple –keep it all, all the work that you have done keep it. Why forget about a piece of work that you have spent your time on? Scott Brownrigg, from Toronto Board of Trade made the point clear that it is vital to keep what you have worked on.

Having a portfolio prepared of your previous work only shows future employers that you are committed to your career. With a portfolio of all your work you are able to always look back to reference something that you may have forgotten about. Also collect any comments or recognition letters that you may have received.

Elisabeth Mozel-Jury and Stephen Ledgley from National

3. Refine your writing skills
It is essential to have strong writing skills is in the PR industry. The English language seems simple, but it has its hidden complexities. Elisabeth Mozel-Jury and Stephen Ledgley, from National both had the same advice to students. Their advice that they have for students is to continuously work on writing.

Writing is a tool in which technology will never be able to replace. Constantly working on your writing will only prepare future practitioners for the reality of life. In careers, like PR, having to write a test as a requirement during an interview should come as no surprise. (Editor’s note: If you’re a member interested in writing for the CPRS Toronto New Perspectives blog, send us a note.)

Matthew Kofsky and Scott Brownrigg from Toronto Board of Trade

4. Choose your agency
The agencies are not out looking for you, as a PR practitioner it is your responsibility to choose the agency in which you feel is best suited for you. Stephanie Nadalin, from Citizen Optimum suggests students to “be choosey.” Ask questions when looking into PR agencies, as in what will your tasks be for a standard day.

Matthew Kofsky, from Toronto Board of Trade also advises students who are looking into internships to “make sure you enjoy it.” Make sure that the internship or the selected agency is the one fit for you. Research and educate yourself about the agency before stepping foot inside the front door.

So what are your tips for students studying public relations? Speaking on behalf of students, we’d love to hear from you. Fee free to post below.

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October 2011 PD: Social Media Reality Check
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By Cora Timofte @Cora_T

Members can view an archived webinar of this October 27, 2011 presentation (length 37:20) by David Scholz, Executive Vice President, Leger Marketing and Carolyn McGill, President and CEO, CNW Group in the members’ only blog.

Social media is the new normal, according to results from the Social Media Reality Check 2011, a unique study that looks at professional communicators’ use of social media in comparison to consumer opinions and the influence social media has on purchasing behaviour.

The study was first conducted in 2009 and reproduced twice in 2011. The results of all three sessions were contrasted and presented to an audience of communication practitioners, during the last CPRS professional development session, held on October 27, 2011.

A total of 590 communication professionals and over 1000 Canadian consumers were surveyed. According to Statistics Canada, 77 per cent of Canadians are online (connected to the Internet), with results of the survey indicating that 69 per cent of online Canadians use social media.

Social media tools and usage

The most popular social media websites among professionals and average consumers alike are Facebook and Twitter, followed by YouTube and Google Plus. Most people use social media at least once a day or more, but the reasons for use are different in professionals versus the general public.

Professional communicators use social media to find out news and information, share knowledge and ideas, keep updated with industry news and monitor talk about their organization.

A surprising finding indicates that only 40 per cent of practitioners use social media outlets to monitor their competitors or engage with journalists and bloggers. This is an area of downfall and in need of immediate update, according to David Scholz (@dave_scholz), VP at Leger Marketing – the company responsible for conducting the Social Media Reality Check 2011.

The majority of consumers use social media very differently compared to professionals, namely to keep in touch with friends and family, for entertainment purposes and to read about specific topics of interest.

Even though the study discovered a significant number of Canadians using social media to research information about various products and services, the majority of consumers don’t let this information affect their major purchasing decisions.

According to survey results, both communications professionals and consumers believe that social media can help shape opinions because people tend to generally trust information presented through social media channels more than information presented through advertising (46 per cent).

Social media in corporate communications

Carolyn McGill (@CarolynDavidson) President and CEO of the CNW Group, pointed out that with increased consumer demand for social media presence, senior management teams at most organizations are becoming increasingly supportive of online communication channels.

Most corporations still lack a proper budget for social media activities, but almost half of communications professionals surveyed expect an improvement in that area by next year.

The tools most commonly used by communications professionals, as reflected by survey results, include Twitter, blogs and multimedia elements.

More than half the number of Canadian organizations have at least one Twitter account, used to promote product launches and events, engage stakeholders and provide customer service assistance.

Blogs are becoming more influential and are recognized by communicators as an opportunity for opinion shaping, as a result of their seemingly unbiased structure.

Multimedia, as a communications tool, has seen increasing demand from consumers and the media, to increase visual interest, enable sharing and increase viewership.

Social media communication has increased from 2009 to 2011 in the professional and consumer sectors, with users discovering new ways to apply it.

Contrary to what most communicators believe, extensive social media exposure does not guarantee loyalty or a good reputation among stakeholders. Survey results show that consumers realize social media is just another communication vehicle and what they expect from organizations and professional communicators is more than just an online appearance.

Photos provided by CP Images

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