April is often associated with fresh perspectives and new momentum, a fitting backdrop for conversations about how communications professionals continue to adapt and grow in an increasingly complex landscape. For this month’s In Conversation With blog series, we connected with Rachael Wraith, Associate Vice President at Global Public Affairs, Canada’s leading government relations and strategic communications firm. With experience spanning municipal communications and agency-side consulting, Rachael brings a strategic, relationship-driven approach to navigating today’s fast-moving communications environment.
We spoke with Rachael about how the pace and complexity of public relations work have accelerated in recent years, the importance of helping organizations anticipate risk and communicate with clarity, and why curiosity and continuous learning remain essential for practitioners today. From the growing role of proactive crisis planning to the need for communicators to embrace emerging technologies like AI, here is what she had to share.
How has your role as a PR practitioner evolved in recent years?
Since the pandemic, I’ve transitioned from in-house municipal communications to agency-side consulting. This has allowed me to broaden the landscape I work in while remaining anchored in strategic thinking, building strong relationships, and executing effectively.
What major shifts have you seen in the PR profession, and how are they shaping your work today?
The most significant change has been the accelerated pace and complexity of our work. Organizations now face intricate challenges, heightened transparency demands, and swift issue cycles. Consequently, my role has become vital in helping leaders anticipate risks, navigate uncertainty, and communicate with clarity and credibility.
Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future?
In today’s digital age, where reputation is paramount and crises can emerge in an instant, organizations are prioritizing proactive crisis planning, real-time monitoring, and predictive tools. This shift towards social listening and proactive response strategies highlights the urgent need for PR practitioners to master situational awareness and innovative problem-solving to navigate today’s complex landscape effectively.
What is your biggest piece of advice for PR practitioners moving forward?
Stay curious, seek knowledge, and embrace new experiences. Our industry is ever-evolving, and continuous learning is essential. Challenge your thinking and broaden your perspective. With emerging technologies and shifting public expectations, adaptability is key. Understanding AI and exploring its potential will be crucial for enhancing your effectiveness as a communicator.
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.