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May 2014

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CPRS Toronto Recognizes the Best Public Relations Campaigns at the 2014 ACE Awards
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TORONTO, ONTARIO–(Marketwired – May 7, 2014) –

The Canadian Public Relations Society (CPRS) Toronto honoured the best in the city’s PR industry this evening at the annual Achieving Communications Excellence (ACE) Awards Gala. Held at the Arcadian Court, the ceremony acknowledged and celebrated the accomplishment of PR professionals in Toronto and the GTA.

“The ACE Awards are a superb way to recognize the outstanding work created by the Toronto PR industry through its communications campaigns,” said Maryjane Martin, chapter president, CPRS Toronto. “With so many exceptional submissions, this year’s judging panel certainly had its work cut out for themselves in selecting the best of the best in Toronto PR.”

The ACE Awards concluded with the presentation of the two most prestigious awards: Best PR Campaign of the Year and Best Creative PR Campaign of the Year. Edelman Canada and Ontario Graphite received top prize of PR Campaign of the Year for the strategic planning and execution of the Creating Community Partners and Advocates campaign and the Best Creative PR Campaign of the Year was awarded to Narrative PR for the innovation and creativity behind the Air Canada rouge – Countdown to Takeoff campaign.

“The ACE Award recipients are carefully selected by a judging panel of seasoned PR professionals,” said Carolyn Schulz, ACE Awards chair, CPRS Toronto. “The ACE Awards draw their prestige from being awarded from a panel of Toronto’s best and brightest PR practitioners.”

The 2014 ACE Award recipients include:

Best PR Campaign

  • Edelman Canada and Ontario Graphite – Creating Community Partners and Advocates

Best Creative PR Campaign

  • Narrative PR – Air Canada rouge – Countdown to Takeoff

Leadership Awards

  • Lois Marsh Award: Vince Power
  • CPRS Toronto Volunteer of the Year: Sarah Mac Kenzie Smith
  • CPRS Toronto Young PR Professional of the year: Natalie Preddie
  • CPRS Toronto Public Relations Student of the Year: Amanda Paterson

Media Relations – Budget Over $50,000

Gold

  • Edelman Canada and Kraft Canada – Kraft Hockey Goes On

Silver

  • Argyle Communications – The Breathe Right Sleep Pod Hotel Tour
  • NATIONAL Public Relations and Ford of Canada – The Ford F-150 Drive Program
  • NATIONAL Public Relations and Keurig Canada Inc. – Keurig + Pink Tartan: Creating the Perfect Cup
  • Fleishman-Hillard Toronto – Restore Our Anthem
  • Citizen Relations – Future Shop Holiday 2013
  • Edelman Canada – Knorr What’s For Dinner?

Bronze

  • DDB Public Relations – autoTRADER.ca: The Better Way to Buy and Sell Cars Campaign
  • Canadian Tire Corporation – Canadian Tire Holiday 2013
  • Canadian Tire Corporation – Science of Winter Driving
  • McDonald’s Restaurants of Canada Ltd. – National Hiring Day 2013
  • Unilever Canada and Edelman – Becel Heart of Truth
  • APEX Public Relations Inc. – Nestlé Skinny Cow Chocolate Launch: Get The Skinny
  • APEX Public Relations Inc. – Walmart Canada – Mom of the Year Award
  • Veritas Communications/Microsoft Canada – Xbox One Launch
  • Citizen & Hyundai – Hyundai Hockey Helpers
  • Cowan & Company – Diane Keaton & L’Oréal Paris: Age Perfect
  • Bayer Canada and Citizen – Bayer: Tick Prevention for Dogs

Media Relations – Budget under $50,000

Gold

  • Argyle Communications – A Taste of Peanut Country
  • NATIONAL Public Relations – Phase 4 Films’ Dead Before Dawn 3D Canadian Film Launch

Silver

  • Ford of Canada – Ford F-150 Drive Program
  • Tim Hortons & Paradigm Public Relations – Tim Hortons Camp Day
  • Argyle Communications – Saputo Presents Lydia’s Italy Live
  • NATIONAL Public Relations – Heffel Fine Art Auction House Fall 2013 Auction

Bronze

  • Canadian Tire Corporation – Only in Canada: The Canadian Tire Ice Truck
  • Paradigm PR & Energizer Canada – Sex in a canoe? Absolutely, we’re Canadian
  • Randstad Canada and MSLGroup – Women Shaping
  • Edelman Public Relations – VAWK for eBay by Sunny Fong
  • Strategic Objectives and Ontario SPCA – Ontario SPCA Inaugural National Cupcake Day

Best Use of Special Events

Gold

  • NATIONAL Public Relations – SiriusXM Ontario Road Trip
  • Randstad Canada and MSLGroup – 2013 Randstad Award

Bronze

  • Strategic Objectives and Ontario SPCA – Ontario SPCA First National Cupcake Day
  • Strategic Objectives and Kruger Products – Air Canada rouge – Countdown to Takeoff
  • Anne Vranic – Global TV’s launch of NBC series Chicago Fire
  • Narrative PR – Scotiabank SCENE – The Summer of FREE

Brand Development Campaign of the Year

Silver

  • McDonald’s Restaurants of Canada Ltd. – National Hiring Day 2013

Bronze

  • Fleishman-Hillard – Lay’s Do Us A Flavour
  • Citizen & Hyundai – Hyundai Hockey Helpers
  • Canadian Olympic Committee – #WeAreWinter

Employee Engagement / Internal Communications Campaign of the Year

Gold

  • Toronto Hydro – Toronto Hydro’s Community Involvement – investing in a better city

Silver

  • DDB Canada – ShareDDB 2013
  • Ford of Canada – Ford JDRF Race for the Cure

Bronze

  • Vale Canada Limited – Vale in Canada: Long Harbour Completion Challenge (LHCC)

Community Relations Campaign of the Year

Gold

  • Edelman Canada & Ontario Graphite Ltd – Creating Community Partners & Advocates

Best Digital Campaign of the Year

Bronze

  • High Road Communication – Shop Small
  • Paradigm PR & Energizer Canada – Quattro for Women Truth or Dare
  • Seton & Reimagine PR – Seton Job Safety Videos
  • Toronto Hydro-Electric System Limited – Meet your new neighbour, Community Energy Storage

Crisis or Issues Management Campaign of the Year

Silver

  • Toronto Hydro – Ice Storm 2013: Dark T.O.
  • De Beers Canada ECA Team – 2013 Winter Road Blockade

Government Relations/Public Affairs Campaign of the Year

Gold

  • Canadian Tire Corporation – ACTIVE AT SCHOOL

Bronze

  • DDB Public Relations – ONGA Advocacy Campaign
  • Argyle Communications – MTO Transit Panel: Choices & Consequences

Investor/Financial Relations Campaign of the Year

Gold

  • Kaiser Lachance Communications – Purpose Investments – launch of corporate class funds

Bronze

  • Fleishman-Hillard – The Third Rail – Confronting our pension failures

10th Annual White Cashmere Collections

Gold

  • Veritas Communications/Microsoft Canada – Surface Has Landed
  • Narrative PR – Air Canada rouge – Countdown to Takeoff

Silver

  • APEX Public Relations Inc. – Nestlé Skinny Cow Chocolate Launch: Get The Skinny
  • HTC Canada and Paradigm Public Relations – HTC One Launch in Canada
  • Strategic Objectives and Kellogg Canada – The All-Bran Tweet Shop

Bronze

  • DDB Public Relations – Subaru Forester Family Rally

Best Student PR Campaign of the Year

Gold

  • Centennial College – Spotlight: Horizons
  • Centennial College – #CANit2013

Silver

  • Centennial College – Phony Party

The Canadian Public Relations Society is a national professional organization focused on establishing and upholding educational and ethical standards in Public Relations. CPRS Toronto is one of the largest local societies with nearly 600 members. For more information, please visit: https://www.cprstoronto.com.

Special thanks to our sponsors

AVW TEL-AV

Marketwired

Leger Marketing

CNW Group

Canadian Press

Cision

News Canada

Infomart


To view the photos accompanying this press release, please visit the following links:

http://www.marketwire.com/library/20140507-944512A800.jpgT

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http://www.marketwire.com/library/20140507-944512E800.jpg

For more information or to schedule an interview,
please contact:
Robin Smith
Lead, ACE Marketing/Communications
CPRS Toronto ACE Awards Committee
ace@cprstoronto.com

 

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Melbourne (Mel) James celebrates a golden anniversary
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Melbourne V. James, APR National President CPRS 1974-1975

Melbourne V. James, APR, FCPRS(H), LM
National President CPRS 1974-1975

This year, Mel James APR, FCPRS(H), LM, celebrates  his 50th year as a member of CPRS Toronto.   Over the years, James has been recognized for his dedicated service, leadership and ingenuity.

“Membership in the Canadian Public Relations Society has been a rewarding experience, one of sharing expertise with any number of fellow practitioners from coast to coast that are far too numerous to mention here. But like any organization one joins, the real benefits only accrue to those who actively participate,” said James in a CPRS biography (http://www.cprs.ca/foundation/jack_yocom/melbourne_james.aspx).

An Honorary Member, College of Fellows (2001) and Life Member since 1989, James also served as National President from 1974-1975 and, our very own CPRS Toronto President from 1969-1970.

“Mel James has been an inspiration to countless public relations professionals,” said Maryjane Martin, APR, President of CPRS Toronto. “Everyone at CPRS Toronto has benefited from Mel’s 50 years of selfless service.”

 

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Adapt or die: the changing role of PR
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Keeping up with technology and communication changes is difficult enough for the individual, but anyone in the PR industry knows it’s a whole new challenge for those trying to reach the right audience with the right message. So how does an organization providing services for PR professionals stay ahead of those changes?

That was the challenge for News Canada, which has spent more than 30 years connecting organizations and agencies with media across the country.

The media landscape has changed, largely due to digital and social developments, making it more fragmented. Consumers are more wary of where they’re getting their information from, and do more research before making purchases. However, few organizations have increased their communication budgets, leaving PR professionals having to do more with less.

“Appropriately leveraging paid, earned, owned and shared channels has become essential to successfully reach target audiences. The lines between PR and advertising are blurring because there are so many ways to amplify your messages digitally and socially,” News Canada president Shelley Middlebrook said. “The ways communicators are getting their messages out, and consumers are making purchases have changed.”

To meet the changing needs of their clients, News Canada has adapted and evolved, expanding their services with video production and other digital and targeted content options, and are now rebranding as Fifth Story. The new name reflects the organization’s story telling role, and it references the five key services it offers: insights, production, distribution, measurement and analysis.

“It’s a reflection of how our services have evolved with the ever-changing communications industry. Traditional resources are still important and a big part of what we do, but it’s about expanding to meet our clients’ needs,” Middlebrook said.

Great storytelling and the ability to repurpose content across multiple platforms are key to successful content marketing. Creative video goes beyond simple b-roll, allowing organizations to engage with their public, while still making the most of often limited budgets.

“Clients are using more and more video because consumers are always on some sort of screen — video is more engaging and memorable,” Middlebrook said. “Also, clients need more content so you have to be more creative in how you can repurpose it.”

The company will continue to use the name News Canada to distribute content to its earned media network, while providing content solutions to marketing and communications professionals using the name Fifth Story.

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Canadian Public Relations Society Toronto Annual General Meeting
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Optimized-Blair_Peberdy

Featuring: Blair Peberdy, APR.

Faculty, Seneca College Corporate Communications and Government Relations Programs, Associate – Corporate Practice, Weber Shandwick Public Relations, and former Vice President of Marketing, Communication and Public Affairs, Toronto Hydro.

Toronto’s devastating December 2013 ice storm left Torontonians in the dark and Toronto Hydro crews working around the clock to get the power back.

Toronto Hydro’s communications staff recorded 1500 news media contacts, attended multiple news conferences, issued more than 1000 Tweets, as well as responded to more than 7000 emails in the 10 days following the storm.

“Severe weather events” have seriously compromised Toronto’s electricity supply on three occasions of late. Superstorm Sandy brought trees and power lines down in the city on October 31, 2012, cutting power to 250,000 homes and businesses. Seven months later, a record-breaking rainstorm flooded underground transmission equipment, interrupting power to hundreds of thousands of people and triggering intermittent blackouts for days.

On December 21, 2013 Toronto Hydro declared its highest state of emergency
Canadian Public Relations Society Toronto Annual General Meetingwhen record levels of ice from freezing rain brought tree limbs and power lines down in a matter of hours, blacking-out many neighbourhoods through the Holiday Season and affecting approximately 900,000 people.

Join CPRS Toronto and enjoy Blair Peberdy speak about what he and Toronto Hydro’s communications team experienced on the front lines during the storm, and how a well-rehearsed communications plan is critical when crisis hits.

Peberdy’s presentation will precede the election of the incoming CPRS Toronto Board of Directors and an overview of 2013-14’s accomplishments.

Quorum is required for an official vote, so be sure to register soon and arrive early.

WHEN:

Tuesday, May 20, 2014

5:30 – 6:00 p.m.      Registration

6:00 – 6:30 p.m.      Welcome and Presentation

6:30 – 7:00 p.m.      Formal Business – Annual General Meeting

7:00 – 7:15 p.m.      Presentation of service awards

7:15 – 8:00 p.m.      Reception

WHERE:

Toronto Reference Library – Novella Room

789 Yonge Street

Toronto ON  M4W 2G8

COST: There is no cost for this event

Note: Light appetizers will be served

Space is limited, so be sure to register early!

Please register directly through our secure website
Or contact Lois Marsh at (416) 360-1988 or marshl@marsh-executive.com

CPRS Toronto Post-AGM Social:
Some of us are heading to La Société (131 Bloor St W #211) following the AGM.
We would love if you could join us too!

Presenting Sponsor:

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