March feels like a fitting time to talk about renewal and momentum, two themes that resonate strongly in communications today. For this month’s In Conversation With blog series, we connected with Tanya Bevington, Chief Communications Officer at IKEA Canada. With more than two decades of experience spanning public affairs, brand positioning, and strategic communications, Tanya has seen firsthand how the role of PR has evolved from a support function to a strategic leadership driver. As a member of the Canadian management team, she brings a business-first perspective to communications, ensuring reputation, culture, and strategy move in lockstep.
We spoke with Tanya about the growing importance of purpose-led storytelling, the central role of trust in brand building, and why communications must be clearly connected to measurable business outcomes. From navigating change at the leadership table to embracing AI thoughtfully and strengthening employee engagement, here is what she had to share.
How has your role as a PR practitioner evolved in recent years?
I’ve seen a tremendous amount of change over my 25-year career in communications, especially in the last decade. The biggest shift has been seeing communications evolve from more of a support function to a true strategic partner that actively shapes business direction and outcomes. More organizations are recognizing that communications should be at the leadership table – shaping decisions, guiding strategy, and helping the business navigate change and complexity.
In my role at IKEA Canada, I sit on the management team, which allows me to view communications through the lens of the entire business. That 360° view ensures our work isn’t just about messaging, but about connecting communications to business goals, culture, customer experience, and long-term brand building.
That said, PR/communications can no longer rely on media impressions alone. We need data and insights that clearly connect our work to business outcomes — whether that’s through sales, visitation, engagement, or sentiment. Demonstrating impact through measurable KPIs has become essential.
What major shifts have you seen in the PR profession, and how are they shaping your work today?
A major shift I’ve seen is the growing importance of a brand or company communicating its purpose and values, as people increasingly choose to shop with, or work for brands that align with their own personal values. At IKEA, being a purpose-led organization is core to who we are, and we’ve found that telling those stories authentically helps differentiate us and build deeper emotional connection. This has meant moving beyond traditional PR to more impactful storytelling, using our own channels to share richer, more emotive stories, empowering our coworkers as brand ambassadors, and partnering with creators and content platforms to extend our reach. Brands today have more control over their narrative than ever before, and we’re leaning into that in a meaningful and intentional way.
Trust has become one of the most valuable assets any brand can hold, and it must be continuously earned. For us, trust is both operational, reflected in whether we deliver on our promises and meet customer expectations, and societal, rooted in the positive contributions we make to our communities and the world. While trust enables organizations to navigate challenges more effectively, it can also be fragile and takes time to rebuild, which is why so much of our work is focused on nurturing transparency, integrity, and accountability so that IKEA remains a loved and trusted brand.
Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future?
AI is clearly transforming how we work. While authenticity must remain at the heart of communication, AI can help streamline tactical tasks, surface insights, and create efficiencies — freeing communicators to focus on strategy, creativity, and judgment. The opportunity now is to leverage AI in a responsible way, that adds value, while preserving the human voice of a company’s brand.
Another area where I see a growing need, and often a gap, is internal communication and employee engagement. Companies increasingly recognize that engaged employees create better customer experiences, build stronger loyalty, and drive higher performance. As the nature of work continues to evolve, effective internal communication must be personalized, accessible across both digital and physical environments, relevant to multiple generations, and clearly aligned with an organization’s strategy. It’s an area that many organizations are now investing in more deeply, understanding that strong employee connection is essential to overall business success.
What is your biggest piece of advice for PR practitioners moving forward?
Choose work that sparks your passion. PR requires creativity, energy, and a deep commitment to the stories you tell, and it’s much easier to bring your best when you believe in what you’re doing. As a busy, working mother of three, I’m intentional about spending my time in a place where I’m growing, inspired, and contributing to something meaningful. That alignment has been key to both my success and my fulfillment.
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.