The constant evolution of the public relations industry outlined the professional development event at Prohibition Gastro House on May 8, 2019. The discussion focused on cultivating and inspiring the future stars of the industry.
Heath Applebaum (ABC, MCM) moderated the event involving the thoughts of four insightful and distinguished panelists:
- Dr. Terry Flynn – Associate professor of the Department of Communication Studies and Multimedia, Architect and program director of McMaster University’s innovative Master of Communications Management (MCM) program. He’s also recognized worldwide as one of Canada’s leading PR researchers.
- Sarah Leone – Account Director at Strategic Objectives who prides herself on developing and executing holistic communications programs that surprise, impact and engage consumers, top-tier media and key influencers. She is also a self-proclaimed industry chameleon.
- Donna Lindell – Professor and Program Coordinator of the Post Graduate PR program at Centennial College. Once named as Canada’s Top 40 Under 40.
- Victoria Baker – Account Executive at NKPR, a leading North American PR, Artist Management and Digital Agency. A recent star graduate of the PR program at the University of Guelph-Humber.
“They say that in school you are taught a lesson and then given a test, but in life, you are given a test that teaches you a lesson” – Tom Bodett.
The fast progression of our industry, technology and stakeholder expectations means that PR teaching methods must also advance.
Q1: How do you feel PR programs can keep up with the rapid pace of the industry?
The panel agreed on the importance of the 4C’s: Communication, Collaboration, Critical Thinking and Creativity. They also discussed the significance of being a respectful challenger and using superior diplomacy as a tactic to challenge employers and peers. Curiosity is not included in the 4C’s but panelists agreed it’s also an important quality.
Terry Flynn believes bringing guest speakers into the classroom keeps the connection to the industry. Donna Lindell said it’s all about C.H.A.R.M: Confidence, Humor, Appeal, Resilience and Motivation. She highlighted the importance of these soft skills including adaptability in the industry’s constantly changing landscape.
Sarah Leone emphasized the importance of attention to detail and teaching time management skills.
Q2: What is the most important PR megatrend?
“Content shock is a huge trend and challenge,” claimed Victoria Baker. It’s necessary to think about how to grasp your audience’s attention and ensure your message resonates. Donna Lindell agreed stating, “As practitioners, we owe it to our clients to produce quality content that goes beyond just taking up space.”
The panelists also touched on the current ethical issues in the industry and raised the importance of developing trust with clients and consumers.
Lastly, panelists offered words of wisdom to upcoming PR stars:
Believe in yourself and change the status quo.
The future is bright. Keep putting yourself out there and keep learning.
This is the time to invest in your career, it will be whatever you make it.
The evening ended with an awards ceremony. The Doris Whiteside award was presented to seven top PR students from Toronto’s undergraduate and certificate programs for their academic performance, leadership skills and industry knowledge.
Written by Sakina Adnan, CPRS Toronto Volunteer