Co-Presidents Message
As the calendar year draws to a close and we look forward to the holidays, it is the perfect time to pause and reflect on what has been a truly transformative year for public relations. 2025 wasn’t just another year; it was a period of intense pressure, and rapid technological integration, both of which transformed our roles as communications professionals.
The dominant narrative of 2025 was undoubtedly the full-scale integration of Generative AI into our workflows. We’ve moved so far beyond initial experimentation. According to the CPRS State of Public Relations in Canada report, more than half of us now use AI tools daily for everything from first-draft content generation to sophisticated media monitoring and predictive crisis modelling. Are we working our way out of jobs? We’ve had a lot of talk about this amongst the board at CPRS Toronto, and we don’t think so. We see it as an exciting opportunity for our profession to move beyond production and focus on strategy, ethics, and human insight.
Nvidia CEO and co-founder Jensen Huang has an interesting quote: “You’re not going to lose your job to an AI, but you’re going to lose your job to someone who uses AI.” That’s why AI understanding is high on our board’s list of priorities. We know that our members need to know more about how they can use AI and how to adapt in a world where AI is now the norm. This goes beyond using AI to draft a press release, to how to develop systems at the agency level to improve collaboration, customer service and business development.
This will free up time for our real skillsets to shine. We can focus more on what truly defines our profession: strategic insight, ethical judgment, and trusted counsel. While generative tools may help with drafting a press release, they can’t replace the nuanced expertise that’s needed to guide media strategy, crisis planning, internal communications, or any of the many complex programs our members lead every day.
As we look ahead to 2026, we invite you, our members, to help shape how our profession evolves in an AI-enabled environment. Tell us what tools, training, or support you need to adapt and grow. By learning together and strengthening our collective skillset, we can continue to uplift our profession and deliver the high-value guidance our clients rely on.
Until next time, we wish you a joyful holiday season and all the best for the new year.
Best,
Andrea Chrysanthou, APR & Erin Griffin
Co-Presidents, CPRS Toronto