CPRS Toronto: In conversation with Stephanie Lasica
July often brings a change of pace, creating space to reflect on where the communications profession is headed and the skills practitioners need to thrive in an increasingly connected world. For this month’s In Conversation With blog series, we connected with Stephanie Lasica, Senior Account Manager at Craft Public Relations. Recognized as one of Campaign Canada’s 30 Under 30, Stephanie has built her career across consumer, corporate and nonprofit communications, working with leading brands and purpose-driven organizations alike.
We spoke with Stephanie about the value of adaptability in a constantly evolving industry, the growing importance of integrated communications, and why seeking perspectives beyond your own algorithm can make you a stronger communicator. From navigating cultural conversations to building campaigns that authentically connect with audiences, here is what she had to share.
How has your role as a PR practitioner evolved in recent years?
A lot has changed in a relatively short amount of time. I started my career during the pandemic as an intern at Argyle (now ChangeMakers) and now work as a Senior Account Manager supporting integrated consumer campaigns, so my day-to-day responsibilities look completely different than they did just a few years ago.
What’s stayed consistent is the need to stay curious and adaptable. My role now spans everything from media and influencer relations to activations, events, project management and strategic client counsel. No two days are ever the same, which is something I genuinely love about PR.
I also think working across such a wide range of clients early in my career, from Indigenous engagement and nonprofits to consumer brands, helped shape how I approach storytelling and strategy today.
What major shifts have you seen in the PR profession, and how are they shaping your work today?
One of the biggest shifts has been how quickly culture and conversations move now. Audiences are incredibly plugged in, and brands are expected to show up in ways that feel authentic, relevant and thoughtful, not reactive for the sake of being part of the conversation.
There’s also been a much bigger focus on representation and ensuring campaigns actually reflect the audiences they’re trying to reach. That’s something I think about often in my work. The best ideas come from having different perspectives in the room, and ultimately that leads to stronger, more meaningful campaigns.
Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future?
I think adaptability will continue to be one of the most important qualities for PR practitioners moving forward. The media landscape, platforms and audience behaviours are constantly changing, so being able to evolve alongside that is key.
I also think integrated thinking will become even more important. PR is no longer just media relations. It’s how media, creators, social, events and brand storytelling all work together to create impact.
And honestly, I hope the industry continues prioritizing a diversity of perspectives and experiences. The strongest campaigns happen when the people behind them reflect the audiences they’re trying to connect with.
What is your biggest piece of advice for PR practitioners moving forward?
Consume media outside of your algorithm.
We’re constantly surrounded by information that’s curated specifically for us, but some of the best insights come from intentionally seeking out perspectives, stories and conversations you wouldn’t normally come across in your day-to-day feed.
Read the newspaper, watch live eye events coverage, listen to different voices and stay curious about the world around you. In PR, being culturally aware and informed makes you a stronger communicator and strategist overall.
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.