CPRS Toronto: In conversation with Adriana Lurz
A new year often brings reflection, renewed focus, and a look ahead at what’s next. For our January In Conversation With blog series, we sat down with Adriana Lurz, President and Partner at Strategic Objectives, to talk about how the PR profession continues to evolve, what strong leadership looks like today, and why curiosity remains at the heart of great communications work. With more than two decades at Strategic Objectives and recently named 2025 PR Practitioner of the Year by CPRS, Adriana brings a thoughtful, grounded perspective shaped by experience, mentorship, and a deep commitment to the profession.
How has your role as a PR practitioner evolved in recent years?
Some things remain the same: I’m driven by smart, strategic thinking. I’m dedicated to client satisfaction and retention. I am passionate about outstanding mentorship. And some things have changed: technology and innovation have impacted how we do our jobs. We need to be more creative than ever, thinking of new ways to support our clients and their brands.
What major shifts have you seen in the PR profession, and how are they shaping your work today?
The pandemic greatly impacted up-and-coming talent in terms of their growth. Mentorship is more important than ever and leadership with compassion is key. Some emerging talent have never worked in an office environment and it takes time to learn how to thrive in that type of setting. Of course, media and influencers continue to evolve and the way we story tell and communicate news for brands has shifted. As communications experts, we need to stay ahead of the news and be creative in terms of how we tell stories for our clients.
Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future?
AI continues to evolve and provide opportunities for communication to improve. AI supports our strategic thinking, efficiency, and creativity, but it can never replace human expertise. We can leverage it to help us become better, but we can’t become lazy and rely on it to do our jobs. There’s still value in getting together in person to ideate and learn, and I don’t think AI will change that.
What is your biggest piece of advice for PR practitioners moving forward?
Approach every task with creativity and interest. The co-founders of SO, and my mentors, Deborah Weinstein and Judy Lewis, taught me years ago to face challenges with curiosity and interest. Don’t limit your thinking or creativity. When faced with a challenge, ask yourself: “why couldn’t we do…?” or “what if we…?” Sometimes, great ideas come from blue sky thinking, so adapt an entrepreneurial spirit and think big!
About CPRS Toronto’s In Conversation With blog series
Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.
If you would like to share your story or nominate a colleague, please contact us at communications@cprstoronto.com.