Tag Archives: Argyle

The Future of Public Relations


This post was written by CPRS Toronto’s Director of Education, Heath Applebaum, ABC. Heath is the President of Echo Communications and a professor at University of Guelph-Humber, teaching strategic communications. 

On August 15, I had the distinct pleasure of moderating the inaugural Future of PR event, where an all-star panel of corporate, agency and academic thought leaders gazed into a crystal ball to scrutinize where the profession is headed.

Panelists included Dave Haggith, Senior Director of Communications at Maple Leaf Sports and Entertainment, Daniel Tisch, President, Argyle Public Relationships, Barry Waite, Academic Chair of Communications at Centennial College, and Anne Marie Males, PR Professor and Coordinator for the Bachelor of Public Relations program at Humber College.

Together we examined a broad range of important themes impacting professionals, educators and students across Canada, including the seven megatrends impacting our industry that were identified in the recent CPRS white paper, The Elevation of Public Relations. These trends include the rising business value of reputation, the empowered audience, content shock, many speak, few listen, fake news and the decline of journalism, a gap in wealth and trust, and artificial intelligence.

The panel engaged in a captivating dialogue with a packed crowd at the Pilot Tavern in downtown Toronto with conversations flowing for hours after the formal event had concluded.


Several key ideas emerged from discussions flowing from the changing media and business landscape in Canada. Living in an era of digital transparency, relationships have become more essential than ever for building, protecting and managing organizational reputation.

In a world where information and misinformation spreads globally with the click of a mouse, public relations professionals have an unprecedented opportunity to earn leadership roles that transcend communication, truly inform and influence business strategy and outcomes.

With the emergence of fake news and unfortunate decline of journalism, panelists emphasized the need for our profession to play an even greater role in safeguarding accurate and ethical communications.

A growing concern is that the reputations of people, companies and brands have never been more vulnerable to attack. Communicators must invest more resources towards listening, engaging stakeholders and anticipating issues, and establish rapid-response capabilities.  The former 24-hour news cycle we once knew, has accelerated into more of a 24-second Twitter news cycle that is requiring our industry to consider new strategies and for organizations to become nimbler than ever.

Ultimately, with new technologies constantly emerging and predictive analytics bound to take on a greater role in our world, to stay ahead of the curve, practitioners will have to embrace lifelong learning.  Only then can we truly learn from the past, live in the present and prepare for the future.


Secret to Argyle Communications’ ACE Success


Kelly BaitaBy Kelly Baita

What is it that sets any PR firm apart from the pack? Is it size? Client base? Years in the business? According to Daniel Tisch, president of Argyle Communications, it’s about setting high standards and treating people well.

This philosophy has contributed to Argyle’s success and multiple CPRS ACE Awards, including an impressive six ACE trophies in 2011 alone.

A method for success

If you think there is a method to this level of achievement, you’re right. For Argyle, it’s about being meticulously selective in the submission process. During awards season, Dan and his team look for the best campaigns in each of their four areas of practice: consumer marketing, corporate communications, health and wellness and public affairs. Deciding on the right projects to submit is a process, and Argyle seems to get it just right.  “Last year we entered seven campaigns in total,” says Dan. “Six of them won ACE awards.” This has been a continued trend with Argyle; in 2010 the company had its proudest ACE moment, winning PR Campaign of the Year for Peanuts in Crisis.

Winning more than trophies

After more than 30 years in business, Argyle continues to strive for greatness with CPRS. “What others say about you is most important,” says Dan. “Being recognized by your peers is the highest of honours.”

So has this continued recognition contributed to the company’s business? Looks like it. Ask any employee at Argyle, and they’ll express 100 per cent confidence in the agency’s reputation. Everyone on the Argyle team is proud to be there, especially as their work is celebrated by CPRS year after year. Beyond celebration and validation, winning multiple ACE Awards “helps us to tell our stories,” explains Dan. Each new award contributes to Argyle’s visibility within the industry.

Last year, Argyle even participated in our ACE WebN’R to share the Peanuts in Crisis case and award entry with other PR professionals. How better to show your expertise than that?

Looking ahead

Dan plans to submit to the ACE Awards again this year, with the same high standards as always. You’ll be likely to find the Argyle team at the 2012 gala on April 26.

Words of wisdom

If you’re new to the ACE Awards, take some advice straight from Daniel Tisch himself. To decide on which campaigns to enter, he suggests you:

  1. Consider your best campaigns.
  2. Consider the extent to which those campaigns are measurable.

If your results align with your set objectives, then go ahead and submit it!

The Early Bird entry deadline is January 13, 2012.