Co-Presidents Message
For those who have ever wondered whether good communications professionals are still relevant, the last few months have been a wake-up call. It seems like almost daily we are hearing about bad brand behaviour that could have been avoided by getting and listening to strategic, well-informed public relations counsel.
This is not counsel that can be found on ChatGPT or Claude. It is not counsel that can be Googled. It is counsel that has been built through education and years of experience. From CEOs who won’t speak one of our national languages because they’re “not fluent enough,” to ministerial staffers hanging up on journalists mid-interview, we’re watching the cost of bad counsel play out in real time.
CPRS Toronto is proud to help support and develop our members to ensure they have the skills and confidence to guide organizations big and small. We have professional development opportunities as well as our coveted PRK and APR programs. These certifications tell the world that you are an industry leader who possesses strategic competence.
Our members also abide by the CPRS Code of Professional Standards, which includes the pledge to deal fairly and honestly with the media and the public and to practice our craft to the highest standards of honesty, accuracy, integrity and truth and to not knowingly disseminate false or misleading information.
That’s why we’re confident our members serve as thoughtful, strategic advisors to some of the world’s biggest brands, and why those brands are in good hands.
AI may be able to replace a few jobs in our industry, but as long as reputations matter, the world will need skilled, human professionals to build and protect them.
Sincerely,
Andrea Chrysanthou, APR & Erin Griffin
Co-Presidents, CPRS Toronto