Yearly Archives :

2017

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CPRS Toronto panel revealed top communication trends for 2018
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TORONTO – December 15, 2017 – To think of 2018 and what that means for the PR profession can be exciting and frightening. No matter what side of PR you work on, the landscape has been changing at a rapid pace with no end in sight.

At the final Canadian Public Relations Society (CPRS) – Toronto Chapter event of the year on December 4, a panel of CPRS members and thought leaders explored communication trends to watch for 2018. The panel included:

  • Ian Ross, APR, director of communications, Ontario Ministry of Advanced Education and Skills Development (moderator)
  • Tracey Bochner, co-founder and president, Paradigm
  • Bruce MacLellan, founder and CEO, Environics Communications
  • Lauren More, vice-president of communications, Ford Motor Company Canada

The discussion focused on three key trends.

Trend 1: PR practitioners need a new set of skills.
Teams are being built in different ways to solve communications challenges and data is being used more to influence decisions. “This is a great opportunity for PR as it gives you a chance to expand and adapt your skills – like learning about data and metrics as they are becoming extremely important to PR,” said Bruce MacLellan.

Also, with artificial intelligence (AI) being harnessed to provide value to consumers – it will be used by approximately 80 per cent of chat bots in the US next year – engagement with clients and consumers will change. Although there’s a shift to AI, Lauren More believes “one thing that AI cannot do is tell a story that will tug at people’s heart strings and resonate beyond the noise.”

Trend 2: PR is becoming increasingly integrated.
PR campaigns are no longer focused solely on one channel. “When you get an RFP, it’s not the same [as it once was] – you have to include PR, digital, social and experiential marketing,” explained Tracey Bochner.

The panel discussed how it is a misconception that PR is merging into other areas like advertising and marketing. In reality, the practice of PR is expanding and growing into new areas. Clients, for example, no longer want to go to three different agencies for three different things – they want one agency for several services.

Trend 3: PR practitioners need to change how they develop content.
Resource crunches are affecting all companies – budgets are getting tighter and traditional media outlets are decreasing. This forces PR to be strategic in how it’s used to tell meaningful stories.

The panel agreed, more content is not always better. Effective campaigns can no longer rely solely on news releases and earned media efforts. They now require some aspect of paid media, which can include influencers to help further target key audiences.

This CPRS Toronto communications trends panel is the first annual (held at the end of every calendar year), hosted by the local chapters president(s) with panelists made up of thought-leading chapter members.

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.

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President’s Message
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In 2017, the headlines highlighted some of this year’s most important PR lessons:

  1. Journalism is Evolving: Through social media, every individual has the potential to voice their opinion on the world’s stage. Practitioners must be attuned to the issues and feedback from their audiences.
  2. Demand for Transparency: It’s been a year of revelations with secrets being exposed and an increase in demand for transparency.
  3. Ethics in Public Relations:  In an era of “fake news” and accusations, practitioners need to ensure truthful and accurate reporting.
  4. Reputation management: Do your research and your SWOT analysis to prepare all sides of the issues to direct the conversation and mitigate crises.

We reflect on our past year of activities and achievements and are proud and honoured to represent our local society’s members, who continue to lead the industry in experience, strategy and innovation.

In 2018, it’s your voice that we would like to hear. We encourage your programming suggestions and hope to highlight your achievements and insights on industry best practices by welcoming your written submissions for our website and involvement in society initiatives.

We would like to thank the Board and our volunteers for all their hard work this year and wish all CPRS Toronto members and your families, a very happy holiday season.

Danielle Kelly, APR and Erica Silver MA, APR
Co-Presidents, CPRS Toronto

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Marketing Through Influencing: What You Need To Know To Make it Work
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I remember the first time I saw a paid partnership post in my Instagram feed. My first reaction was confusion: this is fair to the consumers, this is how it is supposed to be, but this will likely ruin everything for the brands and influencers. Who would want to buy this, now that they know it is paid for? Then I looked closer at the “product” – it was a new collection of a famous fashion brand – and I realized I liked the way the blogger styled the brand’s clothes. She wrote about the brand’s quality, their corporate social responsibility and even the creative way they attracted her into business partnership. I was still trying to stick to my initial cynical position while scrolling through the blogger’s feed.

I started following her a long time ago when she wasn’t paid for wearing a fashion piece… or maybe she was, and I just never got a chance to confirm it. So I asked myself one question: has her Instagram page changed, apart from that paid partnership label? The answer is “no”. I still liked her online persona. I clicked on the link in her bio and looked up the brand’s new collection.

Authenticity and honesty. That is what you are looking for in a modern influencer marketing approach. Even taking a legal aspect of disclosure policies aside, any influencer marketing professional should take into consideration an increased consumer skepticism and a shift to user generated content which gives more power to the consumer. A new digital era demands transparency. In a way it is a more honest, genuine version of advertising. However, it is such only if you follow the rule: treat your influencers as long-term partners, not one-time participants in a business transaction.

Making friends and building a network. You may be tired of hearing the word “network” again, but yes, networking is vital in any business, communications especially. This may come as a surprise, but influencers are also people and like to be treated as such. You should start by engaging with an influencer: like their posts, comment on them and share them. Spend some time on your research: find out what your influencer’s interests are, read up on his/her work and look up posts about them. Focus on finding a thing you share, and then pitch your influencer by mentioning your common interests. Just as any other pitch, it should be catching, intriguing − it should stand out. Remember, your ultimate goal is possibly converting your influencer into loyal brand ambassador. Only if you customize your approach and build meaningful relationships, will you get an authentic representation of your brand by an influencer. And their audience will instantly feel that.

Speaking about the audience. The single biggest mistake many brands make is considering only the influencers with big following, often ignoring the proven fact that a smaller but dedicated audience is more valuable for your brand’s goals. Fake followers issue aside, it is a matter of reaching out to your potential clients, not the general public.

To do that, identify influencers who are relevant specifically to your industry: think about your brand’s target audience and compare it to the audience of the influencers in your field.

One more tip would be considering the right channel to reach out to your target audience. Usually, influencers are present on the majority of digital media platforms to increase their online presence. However, there is always one platform which they prefer, which works best for them, and which gained them the popularity your brand needs. What you should do is evaluate which platform aligns more with your industry and best displays your content – then search for the right platform influencer. Typically, business influencers prefer Twitter, LinkedIn and blogs, while consumer, lifestyle and fashion influencers stick to Instagram, YouTube or Pinterest.

Influencer marketing is not as easy as it may seem at first. It requires a lot of preparation, monitoring and tracking, evaluation and measuring. Is it worth the hustle? Well, if you do it right, you end up increasing your brand awareness, building trust with your customers, growing your social media following and ultimately, increasing revenue and making more profit. Yes, it is very much worth the hustle!

By Iryna Zheliasko

Twitter: https://twitter.com/IrynaZheliasko
Instagram: https://www.instagram.com/justcurious.blog/
LinkedIn: https://www.linkedin.com/in/iryna-zheliasko-279041134/

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AGM Recap
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On Wednesday September 27 members of CPRS Toronto gathered at the Mill Street Brewery for the 2017 Annual General Meeting.  In addition to a presentation by political commentator Scott Reid, CPRS Toronto Co-Presidents Erica Silver, MA, APR and Danielle Kelly, APR presented a year-end report.

Highlights of the report include:

  • Incredible member achievements from new APR, PRK exam participants and award winners
  • An overview of our financial position and our strategy to meet our financial obligations going forward
  • A review of our membership demographics
  • A recap of our PD, Education and Research activities from 2016-17

You can read the AGM Presidents Report 2017.

We look forward to serving you again next year.  If you ever have any questions or comments, please reach out to us at president@cprstoronto.com

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Where Are They Now? Kyleigh Benninger
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Featuring Kyleigh Benninger, CPRS Toronto Student Steering Committee VP External 2016/2017.

  1. What did you enjoy most about being on the SSC? 

I got to meet and work with fantastic people on the Executive team, to share my experiences with students across the GTA, and hear about the experiences of others in many different stages of their careers. All of this helped me to get to where I am today.

 

  1. Where do you work now and what do you do? 

I am currently Public Communications Coordinator for Stantec Consulting Ltd., supporting the City of Ottawa on a multi-million-dollar construction project funded by the municipal, provincial, and federal governments. My main responsibility is to provide strategic advice and assistance to the stakeholder relations portion of the project. Many of you will learn (as I am still learning) that as a consultant, it’s difficult to pinpoint your sole responsibilities.

 

Being a communications consultant in an engineer’s world has it challenges. But, that’s where my networking skills, largely learned through SSC, have come in handy. If I don’t know the answer to something, or if I am looking for some professional expertise, I tap into that network and get in touch with someone who does. If I’m stuck and need some advice, I’ll run it by someone in my network who will shut down my idea immediately, offer some new suggestions, or give me their stamp of approval. Moral of the story, NETWORK PEOPLE!

 

  1. How do you think CPRS Toronto helped advance your career or get you ready for your current position?

Getting the opportunity to network with individuals in the real world of PR, helped me not only to develop my skills, but to also get a sense of what it was that I wanted to do. I was able to get advice from many professionals through CPRS Toronto and SSC events, that I would never have been able to get on my own. It opened a lot of doors for me as someone starting out in the field, helped me to get a better grasp on where I wanted to be in the future, and ultimately, supported my skill development and awareness of life in the professional world.

___

Connect with Kyleigh on LinkedIn: https://www.linkedin.com/in/kyleigh-benninger/

 

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Remembering Krys Potapczyk
Danielle Kelly, APR

This post is written with great sadness. As many of you may now be aware, CPRS Toronto is mourning the loss of Krys Potapczky, APR, FCPRS. Krys was an active member of CPRS, having most recently been Chair of the Accreditation  in 2016.

Krys lost a hard-fought battle with cancer in late-June, 2017.  The CPRS Toronto Board of Directors has made a donation in Krys’s name for the Sunnybrook Hospital Foundation. I never want to speak for anyone in times like these, but I am sure many of you share the same sense of shock. Krys and cancer were two things I would never associated together.

Krys is most fondly remembered by many for her tenacious spirit and drive for excellence in the practice of public relations. Her  most recent group of students recall her as an impressive woman who was tremendously supportive with both her time and advice

To me, Krys will always be an inspiration. There are not many of us in the public service with an APR, so I always knew I could rely on Krys to be a cheerleader and mentor for me as I tried (and yes, continue to try) to execute ethical and high-quality communications counsel in the public service.

Krys and I shared a very special moment during the WPRF forum last year. She was at my side, and was my witness, when Tracy Moore stopped me and asked me where I got my dress for he Comm Prix  Communications Awards Gala. I still get a kick of out of that story to this day, and feel cool by association!

She was so proud. She took this photo of us together and emailed it to me with this simple phrase and subject line: “US….don’t we look beautiful”.

Yes, yes we do Krys. Your beauty, grace, poise, and drive during your cancer journey is something beautiful to be admired. In your honour I hope to maintain your passion, and commitment to life and the pursuit of excellence in communications and public relations.

Thank you, my beautiful friend.

 

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June Co-Presidents’ Message
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Though it has begun as cloudy and rainy, Spring has brought with it some incredible accomplishments and successes from our CPRS Toronto members.

We want to raise our glasses to all the recipients of this year’s ACE Awards.  It was an evening filled with friends, networking and laughter, and a wonderful celebration of success and outstanding achievement in the field of public relations. We’d like to again thank our ACE chair, our judges, the Board and our army of volunteers, who made the night such a success.

With the CPRS National summit wrapping up last week, we are thinking of all the enlightening topics presented by the speakers and panelists.  “Illuminate” covered such important aspects of our jobs: building trust, strategic storytelling, meaningful engagement and transparent communication, with the opportunity to review how to successfully implement these facets in the field.  We were delighted to see such a strong representation from Toronto, and know we house some of the best in the business.

We also celebrated incredible achievements in professional growth with the celebration of this year’s PRKs, APRs, College of Fellows and Award of Attainment recipients.

Wholehearted congratulations to Brooke Kelly and Carolina Salcedo for completing their PRK and Caitlin Coull, APR; Kim Daynard, APR;Ruth Fernandes, PMP, APR; Nate Habermeyer, APR; Audrey Ready-Holt, APR; and, Bryant Sullivan, APR on their APR designation. As well, we congratulate Sheldon Rose, BPR, APR, FCPRS on his induction into the College of Fellows and our recipient of this year’s Lois Marsh Award, Carol Panasiuk, MBA, APR, FCPRS LM on her 2017 CPRS Award of Attainment.

Congratulations to all CPRS Toronto members for continuing to distinguish yourselves and highlight excellence in the practice of PR. You all make us #CPRSproud!

Danielle and Erica

 

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CPRS Toronto celebrates an evening of excellence in communications at the 2017 ACE Awards Gala
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TORONTO – May 2, 2017 – This evening the Canadian Public Relations Society (CPRS) Toronto chapter celebrated the best public relations practitioners in the Greater Toronto Area at the annual CPRS Toronto ACE Awards Gala. The event was attended by over 350 practitioners at Arcadian Court, acknowledging the successes of Toronto’s public relations industry.

“This is one of the most exciting nights of the year for the CPRS Toronto community,” said Erica Silver, Co-President, CPRS Toronto Chapter. “There was an incredible level of talent in the audience, showing off the high caliber of creative and strategic thinking in this city.”

The ACE Awards recognize communications campaigns in various categories, including events, media relations, digital media and student accomplishments. The event concludes with the presentation of the two most prestigious awards: Best PR Campaign of the Year and Best Creative PR Campaign of the year.

Argyle Public Relationships took home the trophy for Best PR Campaign of the Year for their memorable work on Wilson-Christen LLP Sixties Scoop.

SickKids Foundation was honoured as the winners of Best Creative PR Campaign of the Year for the creative flair and passion behind the SickKids VS campaign.

“This event wouldn’t be possible without the support of dedicated and passionate volunteers who do everything from judging submissions to planning the perfect Gala night,” explained Nancy MacMillan, ACE Awards Chair, CPRS Toronto Chapter. “An ACE Award is a highly coveted achievement that represents skill, innovation and intelligence.”

The 2017 ACE Award Recipients include:

Best PR Campaign of the Year

  • Argyle Public Relationships for Wilson-Christen LLP Sixties Scoop

Best Creative PR Campaign of the Year

  • SickKids Foundation for SickKids VS

Best Digital Communications Campaign of the Year

  • Gold – Paradigm Public Relations, MEC and Edgewell Personal Care for Carefree Free to Be Me
  • Gold – Weber Shandwick for McDonalds Canada Our Lounge
  • Silver – FleishmanHillard for ORBA #SiteUnSeen
  • Bronze – Weber Shandwick for McCormick Club House Just Cook
  • Bronze – Cohn & Wolfe for Coleman Canada Get Outside Day

Best Use of Media Relations (over $50,000)

  • Gold – Pomp & Circumstance PR for Grey Goose Boulangerie Blue
  • Silver – APEX Public Relations for Walmart Canada Discover Another Side 2.0
  • Silver – Citizen Relations for Molson Canadian #anything for hockey
  • Silver – CO-OP for autoTRADER.ca Anyone can buy and sell like a pro
  • Silver – Strategic Objectives for Sears Canada Debbie Travis Launch
  • Silver – Weber Shandwick for Harley-Davidson Canada Café
  • Bronze – Argyle Public Relationships for Canada’s Ecofiscal Commission
  • Bronze – Cohn & Wolfe for Goody Have a Good Hair Day
  • Bronze – GCI Group GCI for Bringing Barbie® You Can Be Anything to Life
  • Bronze – Kaiser Lachance for Royal LePage House Price Survey 2015
  • Bronze – Citizen Relations for PepsiCo Foods Canada Doritos Ketchup Roses
  • Bronze – CO-OP for EarthFresh Foods Inc. Low GR potato Launch
  • Bronze – The Colony Project for Ascencia Diabetes Care
  • Certificate of Merit
    • Pomp and Circumstance PR for Dewars Scotch Egg
    • LG-One, a WPP LG dedicated entity represented by GCI Canada for LG Electronics Canada Got Styler
    • Argyle Public Relationships for Canadian Multiple Myeloma Patient Database
    • DDB Public Relations for Ontario Natural Gas Alliance Extending Summer with Chef Rob Rainford
    • DDB Public Relations for Dairy Farmers of Canada: Project Sheep

Best use of Media Relations (under $50,000)

  • Gold – Pomp & Circumstance PR for Scotiabank World Cup of National Hockey Fan Village
  • Silver – Argyle Public Relationships for Myeloma Canada Research Network
  • Silver – Craft Public Relations for Nintendo of Canada Limited The Launch of Pokémon Sun & Pokémon Moon
  • Silver – Corus Entertainment for Home to Win
  • Silver – Golin Toronto for PetSmart Charities of Canada National Adoption Week-end
  • Silver – Holmes PR for Consignor Canadian Fine Art
  • Silver – Kaiser Lachance Communications for Auspice Capital Advisors the Value of Crude Oil
  • Silver – World Vision Canada for Welcome to Canada
  • Bronze – Kids Help Phone for Kids help Phone
  • Bronze – Craft Public Relations for Clover Leaf Seafoods
  • Bronze – FleishmanHillard for Energizer Camping Program
  • Bronze – Hill+Knowlton Strategies for Interac Association: Interac on Apple Pay Launch
  • Bronze – Toronto Hydro for Emergency Preparedness Hacks
  • Certificate of Merit
    • Communications Agency for SOCAN Canada’s Music Creation Capital
    • InterContinental Hotels Group for InterContinental Hotels Group Holiday Inn Express Sleep In
    • City of Vaughan for Winter Maintenance
    • Corus Entertainment for Vikings and Josh Donaldson
    • elevator communications inc. for Beau’s All Natural Brewing Company
    • FleishmanHillard for Moneris: Holiday Spending Campaign

Best Use of Special Events

  • Gold – DDB Public Relations for CIL Paints Dream It Here Do It Here
  • Gold – The PR Department for Maille Canada: Maille Flavour Studio
  • Silver – Weber Shandwick for Harley-Davidson Canada 1903 A Harley-Davidson Cafe
  • Silver – Paradigm Public Relations and Thermador for Thermador Celebrates 100 Years of Culinary Excellence
  • Silver – Citizen Relations for President’s Choice Babylicious
  • Bronze – energi PR for Astellas Pharma Canada Movember #Baskets For Bros
  • Bronze – Bronze – Citizen Relations for PepsiCo Foods Canada Dorritos Inferno
  • Bronze – Pomp & Circumstance PR for BACARDÍ Holidega
  • Bronze – Centennial College for Up All Night
  • Bronze – The Colony Project for La Roche-Posay Become a Skin Checker
  • Bronze – Zeno Group for Barilla Canada Make It A Pronto Night
  • Bronze – DDB Public Relations for Moët & Chandon TIFF
  • Bronze – engagers for Bay of Quinte Tourism
  • Bronze – Hill+Knowlton Strategies for Motorola #DifferentPlaysBetter
  • Certificate of Merit
    • FleishmanHillard for Energizer TIFF 2016
    • FleishmanHillard for MARS Rice Grains and Food Truck Challenge
    • Pomp & Circumstance PR for Last Great Malts of Scotland
    • Toronto Transit Commission for Honest Ed’s Tribute

Brand Development Campaign

  • Gold — Strategic Objectives for Sears Canada Brand Reinvention
  • Gold — SickKids Foundation for SickKids Foundation
  • Silver – Weber Shandwick for Harley-Davidson Canada 1903 A Harley-Davidson Cafe
  • Silver – APEX Public Relations for Walmart Canada 2016 Marketing Communications
  • Silver – APEX Public Relations for Walmart Canada Discover Another Side 2.0
  • Bronze – Toronto Transit Commission for Toronto Transit Commission
  • Bronze – High Road for President’s Choice Babylicious
  • Bronze – High Road for Clarks Americas, Inc.
  • Bronze – Citizen Relations for PepsiCo Foods Canada Doritos Ketchup Roses
  • Bronze – Weber Shandwick for McDonald’s Canada McCafe Specialty Brand Reignite
  • Certificate of Merit
    • DDB public Relations for Dairy Farmers of Canada – Project Sleep
    • Corby Spirit and Wine for How to Leverage Brand Ambassadors

Community Relations Campaign of the Year

  • Silver – Tangerine Bank for #BrightWayForward
  • Bronze – Hill+Knowlton Strategies & Plan International for Plan International Canada #GirlsBelongHere
  • Bronze – Argyle Public Relationships for Ontario Pork: An Era of Change & Accountability
  • Certificate of Merit
    • High Road for Alvinston Minor Baseball Club Little Leagues Send A Big Message
    • Holmes PR for Scouts Canada Good Turn Week
    • GCI Group for Novo Nordisk Canada Inc. Cities Changing Diabetes
    • CAA South Central Ontario for Heads Up Ontario
    • High Road for CanadaHelps Giving Tuesday
    • Corus Entertainment for #GreaterTorontoDay

Crisis or Issues Management Campaign of the Year

  • Gold – APEX Public Relations for Regional Municipality of Wood Buffalo
  • Bronze – Kaiser Lachance Communications for Eastmain Resources
  • Certificate of Merit
    • Tilray Telling the Medical Cannabis Story

 Employee Engagement/Internal Communications Campaign of the Year

  • Gold – City of Vaughan for Staff Forums – 2016
  • Silver – Weber Shandwick for McDonald’s Canada Vision 2017
  • Silver – Weber Shandwick for McDonalds Canada Our Lounge
  • Silver – TVO for My TVO
  • Bronze – PepsiCo Foods Canada for PepsiCo Foods Canada Cultivating A Culture of Transformation
  • Bronze – Weber Shandwick for Royal Bank of Canada #Make150Count

Government Relations Campaign of the Year

  • Gold – Argyle Public Relationships for Wilson-Christen LLP Sixties Scoop

Investor Relations Campaign of the Year

  • Silver – Kaiser Lachance Communications for Auspice Capital Advisors

Marketing Communications Campaign of the Year

  • Gold – Strategic Objectives for Sears Canada Back To School With Sears
  • Gold – The Colony Project for General Mills Smuggleroos
  • Gold – DDB Public Relations for CIL Paints Dream It Here Do It Here
  • Silver – Strategic Objectives for Sears Canada Launch of New Sears Canada
  • Silver – Citizen Relations for President’s Choice Babylicious
  • Silver – GCI Group (GCI) for Bringing Barbie® You Can Be Anything to Life
  • Bronze – Citizen Relations for PepsiCo Food Canada Smart Food Smart Stash
  • Bronze – CO-OP for Weed Man Canada 2016 Marketing Communications Program
  • Bronze – LG-One, a WPP LG dedicated entity represented by GCI Canada for LG Electronics Canada Holiday Got Styler
  • Bronze – Financeit for Financeit – TD Acquisition Indirect Home Improvement
  • Bronze – Kwittken for Sleeman Breweries Railside Tour
  • Bronze – Veritas Communications for General Mills Canada Bring Back the Bees
  • Bronze – North Strategic for AIR MILES Detour
  • Bronze – Weber Shandwick for Manulife Vitality
  • Certificate of Merit
    • Cohn & Wolfe for Coleman Canada Canada Get Outside
    • Your Brand Integrated Marketing Communications Inc. for Two Oceans Wines Canada Bachelorette Sponsorship
    • Paradigm Public Relations, MEC and Edgewell Personal Care for Carefree Free to Be You
    • FleishmanHillard for ORBA #SiteUnseen
    • Weber Shandwick for McDonald’s Canada Restaurant Experience of the Future

New Product or Service Launch Campaign of the Year

  • Gold – Weber Shandwick for McDonald’s Canada McCafe WestJet Partnership
  • Gold – Strategic Objectives for Sears Canada Debbie Travis Launch
  • Gold – Kwittken for Sleeman Breweries Railside Tour
  • Gold – FleishmanHillard for Lactantia Butter Campaign
  • Silver – DDB Public Relations for CIL Paints Dream It Here Do It Here
  • Silver – Weber Shandwick for Manulife Vitality Launch
  • Bronze – Weber Shandwick for McDonald’s Canada Restaurant Experience of the Future
  • Bronze – Hill+Knowlton Strategies for KitchenAid Artisan Mini Launch
  • Certificate of Merit
    • Argyle Public Relationships for CeraVe Skin Love Cera Ve
    • Craft Public Relations for Tetley Canada Ayurvedic Teas
    • FleishmanHillard for MARS Rice Grains Food Truck Challenge
    • ClutchPR for Turo Launch in Canada

Student Public Relations Communications Plan of the Year

  • Bronze – Humber College for Winners Millennial Success
  • Bronze – Centennial College for Canadian Parks Council Simply Second Nature
  • Bronze – Centennial College for CivicAction Mental Health in the Workplace
  • Bronze – Centennial College for WoodGreen Community Services Opportunity Talks

Leadership Awards

  • PR Professional of the Year – Janine Allen, Kaiser Lachance Communications
  • Young PR Professional of the Year – Eric Thomson, Crohn’s and Colitis Canada
  • PR Student of the Year – Priya Khemchandra, Centennial College
  • Lois Marsh Award – Carol Panasiuk
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CPRS Toronto celebrates an evening of excellence in communications at the 2017 ACE Awards Gala
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TORONTO – May 2, 2017 – This evening the Canadian Public Relations Society (CPRS) Toronto chapter celebrated the best public relations practitioners in the Greater Toronto Area at the annual CPRS Toronto ACE Awards Gala. The event was attended by over 350 practitioners at Arcadian Court, acknowledging the successes of Toronto’s public relations industry.

“This is one of the most exciting nights of the year for the CPRS Toronto community,” said Erica Silver, Co-President, CPRS Toronto Chapter. “There was an incredible level of talent in the audience, showing off the high caliber of creative and strategic thinking in this city.”

The ACE Awards recognize communications campaigns in various categories, including events, media relations, digital media and student accomplishments. The event concludes with the presentation of the two most prestigious awards: Best PR Campaign of the Year and Best Creative PR Campaign of the year.

Argyle Public Relationships took home the trophy for Best PR Campaign of the Year for their memorable work on Wilson-Christen LLP Sixties Scoop.

SickKids Foundation was honoured as the winners of Best Creative PR Campaign of the Year for the creative flair and passion behind the SickKids VS campaign.

“This event wouldn’t be possible without the support of dedicated and passionate volunteers who do everything from judging submissions to planning the perfect Gala night,” explained Nancy MacMillan, ACE Awards Chair, CPRS Toronto Chapter. “An ACE Award is a highly coveted achievement that represents skill, innovation and intelligence.”

The 2017 ACE Award Recipients include:

Best PR Campaign of the Year

  • Argyle Public Relationships for Wilson-Christen LLP Sixties Scoop

Best Creative PR Campaign of the Year

  • SickKids Foundation for SickKids VS

Best Digital Communications Campaign of the Year

  • Gold – Paradigm Public Relations, MEC and Edgewell Personal Care for Carefree Free to Be Me
  • Gold – Weber Shandwick for McDonalds Canada Our Lounge
  • Silver – FleishmanHillard for ORBA #SiteUnSeen
  • Bronze – Weber Shandwick for McCormick Club House Just Cook
  • Bronze – Cohn & Wolfe for Coleman Canada Get Outside Day

Best Use of Media Relations (over $50,000)

  • Gold – Pomp & Circumstance PR for Grey Goose Boulangerie Blue
  • Silver – APEX Public Relations for Walmart Canada Discover Another Side 2.0
  • Silver – Citizen Relations for Molson Canadian #anything for hockey
  • Silver – CO-OP for autoTRADER.ca Anyone can buy and sell like a pro
  • Silver – Strategic Objectives for Sears Canada Debbie Travis Launch
  • Silver – Weber Shandwick for Harley-Davidson Canada Café
  • Bronze – Argyle Public Relationships for Canada’s Ecofiscal Commission
  • Bronze – Cohn & Wolfe for Goody Have a Good Hair Day
  • Bronze – GCI Group GCI for Bringing Barbie® You Can Be Anything to Life
  • Bronze – Kaiser Lachance for Royal LePage House Price Survey 2015
  • Bronze – Citizen Relations for PepsiCo Foods Canada Doritos Ketchup Roses
  • Bronze – CO-OP for EarthFresh Foods Inc. Low GR potato Launch
  • Bronze – The Colony Project for Ascencia Diabetes Care
  • Certificate of Merit
    • Pomp and Circumstance PR for Dewars Scotch Egg
    • LG-One, a WPP LG dedicated entity represented by GCI Canada for LG Electronics Canada Got Styler
    • Argyle Public Relationships for Canadian Multiple Myeloma Patient Database
    • DDB Public Relations for Ontario Natural Gas Alliance Extending Summer with Chef Rob Rainford
    • DDB Public Relations for Dairy Farmers of Canada: Project Sheep

Best use of Media Relations (under $50,000)

  • Gold – Pomp & Circumstance PR for Scotiabank World Cup of National Hockey Fan Village
  • Silver – Argyle Public Relationships for Myeloma Canada Research Network
  • Silver – Craft Public Relations for Nintendo of Canada Limited The Launch of Pokémon Sun & Pokémon Moon
  • Silver – Corus Entertainment for Home to Win
  • Silver – Golin Toronto for PetSmart Charities of Canada National Adoption Week-end
  • Silver – Holmes PR for Consignor Canadian Fine Art
  • Silver – Kaiser Lachance Communications for Auspice Capital Advisors the Value of Crude Oil
  • Silver – World Vision Canada for Welcome to Canada
  • Bronze – Kids Help Phone for Kids help Phone
  • Bronze – Craft Public Relations for Clover Leaf Seafoods
  • Bronze – FleishmanHillard for Energizer Camping Program
  • Bronze – Hill+Knowlton Strategies for Interac Association: Interac on Apple Pay Launch
  • Bronze – Toronto Hydro for Emergency Preparedness Hacks
  • Certificate of Merit
    • Communications Agency for SOCAN Canada’s Music Creation Capital
    • InterContinental Hotels Group for InterContinental Hotels Group Holiday Inn Express Sleep In
    • City of Vaughan for Winter Maintenance
    • Corus Entertainment for Vikings and Josh Donaldson
    • elevator communications inc. for Beau’s All Natural Brewing Company
    • FleishmanHillard for Moneris: Holiday Spending Campaign

Best Use of Special Events

  • Gold – DDB Public Relations for CIL Paints Dream It Here Do It Here
  • Gold – The PR Department for Maille Canada: Maille Flavour Studio
  • Silver – Weber Shandwick for Harley-Davidson Canada 1903 A Harley-Davidson Cafe
  • Silver – Paradigm Public Relations and Thermador for Thermador Celebrates 100 Years of Culinary Excellence
  • Silver – Citizen Relations for President’s Choice Babylicious
  • Bronze – energi PR for Astellas Pharma Canada Movember #Baskets For Bros
  • Bronze – Bronze – Citizen Relations for PepsiCo Foods Canada Dorritos Inferno
  • Bronze – Pomp & Circumstance PR for BACARDÍ Holidega
  • Bronze – Centennial College for Up All Night
  • Bronze – The Colony Project for La Roche-Posay Become a Skin Checker
  • Bronze – Zeno Group for Barilla Canada Make It A Pronto Night
  • Bronze – DDB Public Relations for Moët & Chandon TIFF
  • Bronze – engagers for Bay of Quinte Tourism
  • Bronze – Hill+Knowlton Strategies for Motorola #DifferentPlaysBetter
  • Certificate of Merit
    • FleishmanHillard for Energizer TIFF 2016
    • FleishmanHillard for MARS Rice Grains and Food Truck Challenge
    • Pomp & Circumstance PR for Last Great Malts of Scotland
    • Toronto Transit Commission for Honest Ed’s Tribute

Brand Development Campaign

  • Gold — Strategic Objectives for Sears Canada Brand Reinvention
  • Gold — SickKids Foundation for SickKids Foundation
  • Silver – Weber Shandwick for Harley-Davidson Canada 1903 A Harley-Davidson Cafe
  • Silver – APEX Public Relations for Walmart Canada 2016 Marketing Communications
  • Silver – APEX Public Relations for Walmart Canada Discover Another Side 2.0
  • Bronze – Toronto Transit Commission for Toronto Transit Commission
  • Bronze – High Road for President’s Choice Babylicious
  • Bronze – High Road for Clarks Americas, Inc.
  • Bronze – Citizen Relations for PepsiCo Foods Canada Doritos Ketchup Roses
  • Bronze – Weber Shandwick for McDonald’s Canada McCafe Specialty Brand Reignite
  • Certificate of Merit
    • DDB public Relations for Dairy Farmers of Canada – Project Sleep
    • Corby Spirit and Wine for How to Leverage Brand Ambassadors

Community Relations Campaign of the Year

  • Silver – Tangerine Bank for #BrightWayForward
  • Bronze – Hill+Knowlton Strategies & Plan International for Plan International Canada #GirlsBelongHere
  • Bronze – Argyle Public Relationships for Ontario Pork: An Era of Change & Accountability
  • Certificate of Merit
    • High Road for Alvinston Minor Baseball Club Little Leagues Send A Big Message
    • Holmes PR for Scouts Canada Good Turn Week
    • GCI Group for Novo Nordisk Canada Inc. Cities Changing Diabetes
    • CAA South Central Ontario for Heads Up Ontario
    • High Road for CanadaHelps Giving Tuesday
    • Corus Entertainment for #GreaterTorontoDay

Crisis or Issues Management Campaign of the Year

  • Gold – APEX Public Relations for Regional Municipality of Wood Buffalo
  • Bronze – Kaiser Lachance Communications for Eastmain Resources
  • Certificate of Merit
    • Tilray Telling the Medical Cannabis Story

 Employee Engagement/Internal Communications Campaign of the Year

  • Gold – City of Vaughan for Staff Forums – 2016
  • Silver – Weber Shandwick for McDonald’s Canada Vision 2017
  • Silver – Weber Shandwick for McDonalds Canada Our Lounge
  • Silver – TVO for My TVO
  • Bronze – PepsiCo Foods Canada for PepsiCo Foods Canada Cultivating A Culture of Transformation
  • Bronze – Weber Shandwick for Royal Bank of Canada #Make150Count

Government Relations Campaign of the Year

  • Gold – Argyle Public Relationships for Wilson-Christen LLP Sixties Scoop

Investor Relations Campaign of the Year

  • Silver – Kaiser Lachance Communications for Auspice Capital Advisors

Marketing Communications Campaign of the Year

  • Gold – Strategic Objectives for Sears Canada Back To School With Sears
  • Gold – The Colony Project for General Mills Smuggleroos
  • Gold – DDB Public Relations for CIL Paints Dream It Here Do It Here
  • Silver – Strategic Objectives for Sears Canada Launch of New Sears Canada
  • Silver – Citizen Relations for President’s Choice Babylicious
  • Silver – GCI Group (GCI) for Bringing Barbie® You Can Be Anything to Life
  • Bronze – Citizen Relations for PepsiCo Food Canada Smart Food Smart Stash
  • Bronze – CO-OP for Weed Man Canada 2016 Marketing Communications Program
  • Bronze – LG-One, a WPP LG dedicated entity represented by GCI Canada for LG Electronics Canada Holiday Got Styler
  • Bronze – Financeit for Financeit – TD Acquisition Indirect Home Improvement
  • Bronze – Kwittken for Sleeman Breweries Railside Tour
  • Bronze – Veritas Communications for General Mills Canada Bring Back the Bees
  • Bronze – North Strategic for AIR MILES Detour
  • Bronze – Weber Shandwick for Manulife Vitality
  • Certificate of Merit
    • Cohn & Wolfe for Coleman Canada Canada Get Outside
    • Your Brand Integrated Marketing Communications Inc. for Two Oceans Wines Canada Bachelorette Sponsorship
    • Paradigm Public Relations, MEC and Edgewell Personal Care for Carefree Free to Be You
    • FleishmanHillard for ORBA #SiteUnseen
    • Weber Shandwick for McDonald’s Canada Restaurant Experience of the Future

New Product or Service Launch Campaign of the Year

  • Gold – Weber Shandwick for McDonald’s Canada McCafe WestJet Partnership
  • Gold – Strategic Objectives for Sears Canada Debbie Travis Launch
  • Gold – Kwittken for Sleeman Breweries Railside Tour
  • Gold – FleishmanHillard for Lactantia Butter Campaign
  • Silver – DDB Public Relations for CIL Paints Dream It Here Do It Here
  • Silver – Weber Shandwick for Manulife Vitality Launch
  • Bronze – Weber Shandwick for McDonald’s Canada Restaurant Experience of the Future
  • Bronze – Hill+Knowlton Strategies for KitchenAid Artisan Mini Launch
  • Certificate of Merit
    • Argyle Public Relationships for CeraVe Skin Love Cera Ve
    • Craft Public Relations for Tetley Canada Ayurvedic Teas
    • FleishmanHillard for MARS Rice Grains Food Truck Challenge
    • ClutchPR for Turo Launch in Canada

Student Public Relations Communications Plan of the Year

  • Bronze – Humber College for Winners Millennial Success
  • Bronze – Centennial College for Canadian Parks Council Simply Second Nature
  • Bronze – Centennial College for CivicAction Mental Health in the Workplace
  • Bronze – Centennial College for WoodGreen Community Services Opportunity Talks

Leadership Awards

  • PR Professional of the Year – Janine Allen, Kaiser Lachance Communications
  • Young PR Professional of the Year – Eric Thomson, Crohn’s and Colitis Canada
  • PR Student of the Year – Priya Khemchandra, Centennial College
  • Lois Marsh Award – Carol Panasiuk
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National Volunteer Week – April 23-29, 2017
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Next week is National Volunteer Week, and we want to acknowledge our enthusiastic and skilled volunteers who together, help us accomplish our objectives and grow our community.  As a non-profit professional society, CPRS Toronto appreciates the donation of time and effort from our Board of Directors and volunteers, who help to enhance our knowledge, skill and competence and advance the professional stature of public relations.

As members of CPRS, we are committed to striving for the betterment of the ethics, standards and principles that govern our society.  Our volunteers are encouraged to grow, learn and seek fulfillment as they help our organization accomplish our goals.

We thank you for your dedication, continued energy, passion and insight which make our community and organization stronger.

For future volunteer opportunities, please visit the CPRS Toronto website and fill in this survey.

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