Tag Archives: Daniel Tisch

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.


New CPRS National research explores the future of public relations in Canada


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 futurewas 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.

Take the online survey now!

Melbourne Mandate offers new role and value for PR



Defining an organization’s value, building a culture of listening and taking responsibility for communications for ourselves and our organizations are things we all do daily.  That’s why I’m looking forward to learning how the Melbourne Mandate will affect my role in organizational communication at Sony Canada.

On Feb. 26, Daniel Tisch, APR, FCPRS, Chair, Global Alliance for Public Relations & Communication Management, will present the new Melbourne Mandate for Public Relations to CPRS Toronto Members. It is the product of a year of consultation and deliberation by the Global Alliance for Public Relations and Communication 

At the World Public Relations Forum (WPRF) in Melbourne, Australia, 800 delegates from 29 countries endorsed this bold new mandate for the role and value of PR, identifying three emerging areas of value for the profession:

  • The definition of an organization’s character and values;
  • The building of a culture of listening and engagement; and
  • The instilling of responsibility in both organizations and individuals, reconciling our distinct and potentially conflicting duties to our organizations, our profession, our society and our own consciences.

Daniel Tisch is widely known as an international public relations practitioner, speaker, writer and industry leader. He is the Chair of the Global Alliance for Public Relations and Communication Management, the confederation of the world’s major communications industry associations, a Fellow of the Canadian Public Relations Society, and CEO of Argyle Communications, one of Canada’s premier independent public relations firms.

Daniel’s presentation will shed light on ideas raised during the WPRF, for example:

  1. Benchmark your organization: PR and communication professionals can use the concepts in the Mandate – and tools such as the ‘integrity index,’ which measures an organization’s adherence to its own stated values – to benchmark PR practices within their own organizations
  2. Talk with managers: The Mandate can be the basis for a discussion about the role of PR with senior executives and managers from other disciplines. The core question for exploration is whether the organization is using PR in a truly strategic way
  3. Plan professional development: PR and communication professionals can consider the individual skills and organizational capacities needed to implement the Mandate in their organizations – and incorporate them into professional and organizational development plans
  4. Advocate: The conference urged the world’s professional associations to officially endorse the Mandate and use it as an advocacy tool to make the case for public relations at the local, national and international levels

The Argyle Communications blog shares how other well-known PR thinkers have responded to the Melbourne Mandate, beyond 800 delegates who participated in the WPRF in November 2012.

Join us on Feb. 26 to discuss how the Melbourne Mandate can enhance your PR practice with CPRS Toronto Members – register here.