On June 7, after a successful national conference that gathered over 300 practitioners, the Canadian Public Relations Society released a much anticipated white paper by CPRS Toronto member Daniel Tisch, of Argyle Public Relationships.
The paper, The elevation of public relations: A discussion paper on a profession’s present – and its possible future, was written in collaboration with senior practitioners from across Canada and will play a critical role in shaping the ongoing discussion of the practice of public relations in Canada.
In it, Tisch and his colleagues examine the ‘megatrends’ prevalent in public relations today and discusses the role public relations can play in helping organizations build better relationships with consumers, audiences and stakeholders.
“Public relations is in a period of rapid growth and change, driven by the empowerment of the public through the social web and the rising business value of reputation as an intangible asset,” said Daniel Tisch. “In an era of endless content, fake news and a loss of trust, there are both big risks and vast opportunities for professional, ethical public relations. That is what this paper is all about.”
The paper comes paired with an online survey that will feed into a national discussion on the future of the profession of public relations. The results of the survey and the paper will contribute to the creation of a new strategic framework for practitioners, to be released in Fall 2017.