NEW PERSPECTIVES

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President’s Message – March 2024
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Are you maximizing the benefits of your CPRS Membership?

A CPRS membership is what you make it. If you buy a membership and forget about it for the year, it is a waste of money. More importantly, it is a wasted opportunity. Used it to its full potential, a membership is an incredible tool that can propel your career.

A CPRS membership is as valuable as you make it. Simply buying a membership and neglecting it for the year would be a waste of both money and opportunities. When used to its fullest extent, a membership becomes a powerful tool that can advance your public relations career.

Here are five ways your CPRS membership can help you soar.

1. Networking

Networking plays a vital role for PR professionals, whether they are looking for their first job, considering a career change, or are content in their current role. CPRS organizes various networking events each year, providing chances to build lasting connections with peers, potential employers, key media personalities and other folks who can help you with your career. Don’t just take our word for it: According to a LinkedIn poll 80% of professionals find networking is essential to their career success.

2. Professional Development

With an estimated 6,000 active PR professionals in Canada, it can be challenging to distinguish yourself. By joining CPRS, you can set yourself apart. We offer various professional development opportunities including online seminars, webinars, and in-person events. Additionally, our website provides online resources to help you learn new skills or polish up on ones you already have. Moreover, we offer professional designations for practitioners at any career stage. These designations serve as tangible proof of knowledge, are important resume builders, demonstrate your commitment to the profession and act as building blocks to your PR and communications career.

3. CPRS Awards

Both the Toronto and National chapters host annual awards with a wide array of categories. Winning a CPRS award is another way you can differentiate yourself from peers because it is third-party validation that your work is recognized as industry leading.

4. Volunteer opportunities

All CPRS chapters operate as charitable organizations, run by passionate volunteers who are committed to strengthening our industry. We invite all our members to join us. Volunteering is an opportunity to meet and connect with peers, network, get to know industry leaders and gain valuable experience.

Check out the CPRS Toronto website to learn about more your membership benefits or reach out to our Membership Chair Sozan Mirawdaly. And remember, your membership is only as good as you make it.

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CPRS Toronto Call for Nominations for 2024-2025 Board of Directors
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CPRS Toronto Call for Nominations for 2024-2025 Board of Directors

The Call for Nominations for the 2024-2025 CPRS Toronto Board of Directors are now open!

Participating on the board enables you to extend your professional network, add to your portfolio and resume, enhance your corporate governance skills and learn from your industry peers while contributing to our profession in a meaningful way.

There are a number of positions available depending on your passions and interests. The board will work with successful candidates to determine the role that best suits.

CPRS Toronto members interested in serving on the board for the 2024-2025 term should provide their resume to Lois Marsh at marshl@marsh-executive.com

In an effort to best represent the diversity of Toronto and our industry, we encourage Black, Indigenous, People of Colour and those with diverse backgrounds to submit their application.

The term will start after the Annual General Meeting. Having an APR, more than five years of communications experience or being an active volunteer are assets, but not required. All members are invited to apply before the deadline of March 31, 2024.

Get in touch and let’s work together to build your professional profile and network!

Thank you!

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President’s Message – December 2023
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President’s Message

Everywhere you turn, communicators are talking about the role of artificial intelligence (AI) in our industry. We have long used AI for tasks like data analysis and trend forecasting, and now there are real questions about whether it can now take on more of our tasks, with some (typically those who don’t really understand what we do) suggesting AI may even be able to replace us altogether. Communications and PR, however, are fundamentally about building and nurturing relationships.

Public Relations = Relations with the Public

At its heart, PR is about relationship-building — with the media, clients and other stakeholders. While AI can manage some interactions, it can’t forge genuine human connections. We, as PR professionals, succeed when we can leverage our authenticity and trustworthiness to build and sustain relationships.

Building successful communication plans requires an understanding of human emotions, cultural nuances, and the ability to engage with stakeholders. AI lacks the genuine emotional intelligence to interpret and respond to the subtle cues that are crucial in PR. Only trained and experienced communications professionals can read between the lines of a client's needs, understand the emotional undertone of a public response, and navigate often complex situations and objectives.

Creativity and Strategy

Creativity is at the core of effective PR strategies. It involves crafting messages that resonate and capture imagination. AI can provide data-driven insights, but it cannot replicate the creative spark that humans bring to the table. That’s where human creativity comes in, dreaming up stuff that’s out of this world — because we’re not programmed, we’re inspired.

The PR campaigns we see every year with the CPRS Toronto ACE Awards leave us no doubt that the creativity and strategic thinking behind the best campaigns come from experts who inject their personality and ingenuity into their programs. Dreaming up and executing inspiring campaigns that resonate, well that’s a (human) PR professional’s superpower.

Andrea Chrysanthou, APR

CPRS Toronto President

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Effective Thought Leadership
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Effective Thought Leadership

By Evrim Çalt

Digital and social advancements have increased the importance of thought leadership. Thought leaders are those who shape the future. A recent study reveals that CEOs and other high-level managers in 50% of companies create thought leadership content. Additionally, 65% of businesses include thought leadership in their content marketing strategy. There are several ways brands and companies can use thought leadership to achieve marketing and communication goals.

  • Identify your brand values and public perception of that. Define your goals and audience.
  • Review existing thought leadership styles and analyze competitors.
  • Create POV pieces on significant topics.
  • Explore various communication channels that will help you to engage and evolve.
  • Organize events in your industry and educate your audience.
  • Nominate your most valuable content to win an award from a well-recognized organization.
  • Give speeches on TV and social media to increase your online presence.
  • Work with influencers and opinion leaders.
  • Keep readers updated on the latest news, developments and industry trends.

PR professionals have the necessary expertise and skills to build a thought leader among organizations. A thought leader demonstrates your outstanding industry knowledge, reinforces your brand story and attracts potential clients.

Research link.

https://www.semrush.com/blog/complete-guide-to-thought-leadership-for-business/#step-2:-review-existing-thought-leadership

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Planning for the Year Ahead: Insights and Strategies for Success
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Planning for the Year Ahead: Insights and Strategies for Success

By Erick Bauer

As we approach the end of another year, it’s time to start reflecting on our achievements and setting our sights on the opportunities and challenges that 2024 will bring.

The importance of planning can’t be overlooked; it provides a strategic framework for setting clear objectives, aligning communication efforts with broader organizational goals, efficiently allocating resources, mitigating risks, maintaining message consistency, and fostering stakeholder engagement.

With this in mind, let’s take a look at some of the key considerations that all communicators should be thinking about right now as we start to plan for the upcoming year.

  1. Goal Assessment: Start by revisiting your communications goals from the previous year. Ensure that your objectives are Specific, Measurable, Achievable, Relevant, and Time-bound (SMART). Assess your progress and identify any unmet objectives. This analysis will provide valuable insights into where adjustments may be needed in your PR strategy.
  2. Audience Analysis: Take the time to understand your target audience better. Have there been shifts in your audience’s preferences, behaviors, or expectations? Are there other target audiences that you should be including in your strategic plan for 2024? This insight will help you tailor your messaging and segmentation strategy effectively.
  3. Industry Trends: The New Year is a great time to recommit to professional development. If you’re not sure where to start, consider spending some time familiarizing yourself with the CPRS website. There, you can find a plethora of industry insights, webinar recordings, upcoming event info, and more. These resources are key when it comes to staying informed about emerging technologies, platforms, and strategies that should be incorporated into your PR plans for the new year.

Lastly, as we approach the end of December, don’t forget to take a well-deserved break! Now is the time to reflect, recharge, and spend some quality time with family and friends. From all of us at CPRS Toronto, have a fantastic holiday and a Happy New Year!

 

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Prioritizing mental health over the holidays 
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Prioritizing mental health over the holidays 

By Janine Allen

While the holidays are a time of joy and celebration, for some, this can also be a trying time for mental health. The fast-paced nature of PR, coupled with the constant demand for quick decision-making and the need to navigate high-pressure situations, can take a toll on mental well-being in the best of times. So, as we practice restraint around beverages and baked goods, it’s also a good time to practice our resilience skills.

To bolster mental health resilience, incorporate proven stress and anxiety management techniques into your routine like adequate sleep, a balanced diet, regular exercise, and open communication about how you’re feeling. Here are some other wellness tips for the holidays and beyond:

  1. Set realistic expectations: Understand that perfection is not the goal, and it’s okay if everything doesn’t go exactly as planned.
  2. Manage your time: This is the season of events; client/agency dinners, parties, vendor invites fill up our schedules quickly. Prioritize your time and commitments and avoid overloading your schedule.
  3. Take breaks: Give yourself time to relax and recharge with activities that bring you joy and relaxation, whether it’s reading a book, taking a walk, or practicing mindfulness.
  4. Stay connected: While the holidays can be busy, make an effort to connect with loved ones. Loneliness can exacerbate stress, so reach out to friends or family members, even if it’s just a quick phone call.
  5. Mindful eating (and drinking): Proper nutrition and a balanced diet can positively impact your mood and energy levels so aim for moderation.
  6. Budget wisely: Financial stress can be a significant source of anxiety during the holidays. Create a budget for gift-giving and festivities to avoid overspending.
  7. Seek support if you need it: If you’re struggling with your mental health during the holidays, don’t hesitate to seek support. Talk to a friend, family member, or mental health professional. Understand what is offered by your employer in terms of employee assistance programs or other health benefits.

Finally, overcoming the stigma surrounding mental health discussions is essential. As professional communicators, we can help make the language of mental health more common and accessible. Be well everyone!

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My experience at the 2023 CPRS Toronto ACE Awards
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My experience at the 2023 CPRS Toronto ACE Awards

Written By: Charlotte Leung, Centennial College. Content Creator and Student Representative, CPRS Toronto SSC

As a Public Relations graduate and Canadian Public Relations Society (CPRS) member, stepping into the 2023 Achieving Communications Excellence (ACE) Awards was an exhilarating experience. This iconic PR event, which has been recognizing the talent and innovation of Toronto’s public relations community for over two decades, transitioned back to an in-person format after three years of virtual ceremonies.

The aura of the room was electric, resonating with a diverse range of PR professionals – from corporate leaders to PR students. I was surrounded by a unique amalgamation of perspectives, insights and an impressive lineup of achievements. The ACE Awards is truly a testament to the hard work and strategic execution of campaigns that left a mark in their respective domains.

Beyond the splendid dinner and the glitz of awards, the event was a brilliant platform to witness the wide array of PR campaigns that had made a significant impact. There was a total of 22 gold, 48 silver and 48 bronze trophies distributed among agencies, corporations, students and non-profits to recognize successful PR initiatives. As a recent PR graduate, it is truly inspirational to witness the celebration of creativity, intelligence and skill within the public relations and communications industry, encompassing categories from media relations and digital media to equity and inclusion.

The event also served as an exceptional networking opportunity. I was privileged to interact with other PR students from Humber College apart from Centennial College PR students of my recent and fellow batch. By seeing the awardees from Best Creative Campaign of the Year to the Leadership Awards, I was truly astonished by the minds behind all these campaigns, including the DOVE campaign, which left a profound impression on me through their compelling video.

Seeing some of my classmates win the ‘Student Public Relations Campaign or Event of the Year’ award was an emotionally rewarding moment. Their success was a testament to the perseverance, creativity and strategic thinking that our coursework at Centennial College had instilled in us. While my Storyworks campaign did not win an award, the experience further fueled my passion for PR.

Being a part of the ACE Awards has enriched my understanding of the PR world. It was a pleasure to be in the midst of those who’ve truly elevated the industry through their endeavours. I extend my heartfelt congratulations to all the winners of the 2023 ACE Awards. I am more determined than ever to make my mark on the PR industry and aspire to join the ranks of these esteemed awardees in the future. My PR journey has just begun and this experience has given me a clearer vision of the path that lies ahead.

Here’s to the pursuit of communications excellence!

To keep up with all things SSC, follow @CPRSstudents on Twitter, Instagram, Tik Tok!

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Congratulations to CPRS Toronto ACE Awards Winners!
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Announcing the winners of the 2023 Canadian Public Relations Society (CPRS) Toronto Chapter’s Achieving Communications Excellence (ACE) Awards

Unilever Canada and Canadian Lung Association awarded Best in Show Campaign and Best Creative Campaign of the Year, respectively

TORONTO, May 31, 2023 – Last night, the Canadian Public Relations Society (CPRS) Toronto chapter celebrated the year’s top public relations and communications programs and campaigns at the annual Achieving Communications Excellence (ACE) Awards Ceremony. The awards showcased outstanding work in the field of public relations, awarding 22 gold, 48 silver and 48 bronze trophies to a variety of agencies, corporations, students and not-for-profits in the Greater Toronto Area.

Read the full press release here

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Being a strong face-to-face communicator in the digital age
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Being a strong face-to-face communicator in the digital age

Written by: Izabella Knap, Centennial College, Editor, Student Representative and Content Contributor

Have you noticed that people have gotten more nervous or awkward over the past few years? I first noticed this when I enrolled in a public relations program last fall. Now, don’t get me wrong. I too felt clumsier and more nervous than I had in years past. I suddenly became very aware of my hands just sitting there while I talked. And was I opening my mouth too little or too much?

It quickly became apparent that the pandemic and all that time cooped inside behind a screen had left a lot of us with a serious case of over-thinking.

Or did it? Can we really blame all of this on the pandemic? Maybe it’s because we have been spending most of our day ‘doom scrolling’ for as long as we can remember.

When I started school, I noticed that the class struggled with things like small talk or sitting beside someone new. People seemed like they were uncomfortable with any scenario where they couldn’t predict or control everything.

I sympathize with this state of mind. However, I think that we as communicators—especially the younger generations—need to not only nip this in the bud, but to be continuously working on what it’s like to exist with the possibility of vulnerability.

Being able to speak with others face-to-face, or even over the phone, is something we need to not only be able to do at a moment’s notice, but also be very confident while we do it. The problem is, even if you take classes in public speaking and presentation, the issue will return once you are back to spending the majority of every day and night behind the soothing glare of your phone.

As professional communicators, it is vital that we regularly practice incorporating higher-stakes communication. Here are some things we can do to become well-rounded communicators, in order of difficulty:

  • In a safe environment, practice starting a neutral conversation with a stranger regularly. I personally like to talk to approachable people at the pharmacy line-up, or the Canada Post worker that is always so nice to everyone!
  • Practice asking for what you need in-person. Did a server bring you the wrong drink? Practice letting him know in a manner that is calm and kind, but not so kind that you aren’t taken seriously as a customer.
  • Make plans to connect with a friend you’re beginning to lose touch with. But don’t put it off! For more free info, tools, and tips on how to practice healthy social connection habits, check out GenWellproject.org.

When we practice connecting with others in ways that feel scarier, what we are really doing is trusting ourselves to handle the situation no matter how it goes. If that person in the pharmacy line-up doesn’t want to talk, that just means you will be better equipped for when a pitch doesn’t land, or when a client doesn’t quite love your idea.

See you on the less awkward side!

To keep up with all things SSC, follow @CPRSstudents on Twitter, Instagram, Tik Tok.!

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Game changing PR campaigns that we can learn from
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Game changing PR campaigns that we can learn from

Written By: Harumi Kavassaki, Graphic Designer, York University

With the rise of social media and the shift towards digital, the PR industry has undergone significant changes over the past 20 years. PR professionals have had to adapt to these changes by developing strategies that had never been seen before. Companies needed to stand out in order to engage with their audiences. Little did they know that some of their strategies were going to make a mark in the world of PR.

Here are some examples of game changing PR campaigns that have not been forgotten. They have influenced how PR professionals conduct campaigns to this day.

  1. Dove’s Campaign for Real Beauty (2004): No matter how old you are, you’ve probably heard, seen or studied this campaign before. At a time where the industry imposed and ruled beauty standards, this campaign was designed to challenge the beauty industry’s narrow definition of beauty and promote self-esteem and confidence in women. The campaign featured women of all shapes, sizes and ages. It was incredibly successful in generating positive media coverage and consumer engagement.

One reason why this campaign was so successful? It was, and still is, RELATABLE.

  1. ALS Ice Bucket Challenge (2014): This campaign was an absolute game changer for how social media is used in PR. The ALS Ice Bucket Challenge was a viral social media campaign that raised awareness and funds for ALS research. The campaign involved people pouring a bucket of ice water over their heads and challenging others to do the same, while also making a donation to ALS research. The campaign was incredibly successful, raising over $220 million for ALS research and generating millions of social media posts.

Worldwide names such as Bill Gates, Oprah Winfrey, Justin Bieber and many more participated in the challenge, which definitely changed our perception of digital influencers, and their ability to connect with their audience. This campaign can be described as VIRAL.

  1. Share a Coke Campaign (2011): This campaign was designed to increase sales of Coca-Cola by personalising the product. The campaign involved printing people’s names on Coke bottles and cans and encouraging them to share them with friends and family. The campaign was incredibly successful in generating social media buzz and increasing sales, with Coca-Cola reporting a two per cent increase in sales during the campaign. Who didn’t buy a coke with their names just for the sake of posting it on Instagram? It was all about the PERSONALIZED

Dove, ALS Research and Coca-Cola really embraced their opportunities, audience preferences, and established a benchmark for success. By understanding why a PR campaign was successful, PR professionals can learn from the tactics and strategies used and apply these to future campaigns. This can help to improve the effectiveness of future campaigns and achieve better results.

As a consumer, Dove’s campaign touched me. The Ice Bucket Challenge drew me in. For Coca-Cola, I found great enjoyment in seeing the personal touch being added to each bottle. As a PR student, I can see how and why these campaigns achieved their objectives.

To keep up with all things SSC, follow @CPRSstudents on Twitter, Instagram, Tik Tok.!

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