Q&A with Jasleen Singh: CPRS Toronto’s New Communications Co-Chair
By Samiha Fariha
As we settle into a new season at CPRS Toronto, we are excited to introduce Jasleen Singh as the new Communications Co-Chair. With experience across sports, gaming, entertainment, and hospitality, Jasleen brings a diverse perspective to communications, along with an interest in storytelling, creative ideas, and building connections. He currently works as a freelance PR and communications consultant, partnering with restaurants, hospitality businesses, and emerging brands.
Jasleen’s connection with CPRS Toronto dates back to his days as a PR student, when attending CPRS events gave him opportunities to meet and learn from professionals across the industry. Now, he is looking forward to becoming more involved in the community, sharing fresh ideas, and creating opportunities for members to connect and learn from one another.
We caught up with Jasleen to learn more about his journey in communications, what inspired him to take on this role, and the ideas he is most excited to explore. From people-focused storytelling to the changing role of AI in public relations, here is what he had to share.
What motivated you to put your name forward for this role?
My connection with CPRS Toronto goes back to when I was a PR student. I attended several CPRS events, which gave me opportunities to meet and learn from professionals across the industry.
What motivated me to put my name forward was the opportunity to become more involved in the PR community and contribute to an organization I have learned from over the years. For me, it is also a great way to stay connected with what is happening in the industry, understand how it is evolving and the pace at which things are changing.
I also saw the role as an opportunity to bring fresh ideas, challenge myself creatively, and continue learning from and building connections with people across Toronto’s PR community.
Can you share a bit about your career journey in communications and how it has led you to this point?
My journey into communications actually started while I was recovering from a sports injury. I couldn’t stay away from the field, so I started creating sports content, interviewing players, and managing social media. From there, I began volunteering with professional sports clubs, events, and local businesses.
I kept experimenting, learning, and building my network, which eventually led to some exciting opportunities across different industries. More recently, I have been working with restaurants and emerging brands as a freelance PR and communications consultant.
My goal is to keep building diverse experience and eventually work in an agency environment, where I can work across different clients and industries. Every experience so far has taught me something new about audiences, storytelling, relationships, and adaptability.
What excites you most about supporting CPRS Toronto’s communications and helping shape how the organization connects with its members?
What excites me most is the opportunity to make our communications feel even more connected to the people who make up Toronto’s PR community.
There are so many interesting professionals, students, agencies, campaigns, and ideas within the CPRS Toronto network. I have personally learned a lot from these conversations and built meaningful connections through them. I would love to help create those same opportunities for others.
You shared some thoughtful ideas during the selection process. Without giving too much away, what areas or opportunities are you most eager to explore in this role?
I am interested in creating more people-focused and interactive content. There is a great opportunity to showcase the personalities and stories behind Toronto’s PR community through member features, event content, and industry conversations.
I am also interested in exploring communications trends, career development, AI, and campaign strategy. Ultimately, I want us to create content that members genuinely want to read, engage with, and participate in.
How do you see strong communications playing a role in member engagement, retention, and community-building within professional associations like CPRS?
Strong communication can help turn an organization into a community where people feel connected and involved.
It starts with understanding what members find valuable and giving them reasons to stay involved, whether that is learning something, finding an opportunity, meeting someone new, or attending an event.
It should also be a two-way conversation. Listening to members, asking questions, and celebrating their work can create a stronger sense of community and belonging.
Are there any communications or marketing trends you are particularly interested in bringing into CPRS Toronto’s work?
I am particularly interested in the shift toward more authentic storytelling and creative content. Audiences connect more with content that feels human rather than overly polished or corporate.
I am also interested in how AI is changing PR. There are important conversations happening around creativity, efficiency, ethics, and authenticity, and I think CPRS Toronto can be a great place for professionals to explore these changes together.
What skills or perspectives do you hope to bring to the Communications portfolio as Co-Chair?
I hope to bring creativity, curiosity, and a willingness to experiment.
Working across different industries has taught me that there is no single approach that works for every audience. I enjoy trying new ideas, learning from what works and what doesn’t, and adapting along the way.
I hope to bring that mindset to CPRS Toronto while listening to our members and finding new ways to connect with them.
Outside of work and volunteering, what’s something members might be surprised to learn about you?
Sports have been part of my life for much longer than communications. I started competing at a young age in soccer, roller hockey, and badminton, including at provincial and national levels.
I am still an avid sports fan, but I also have a strong connection with animals and nature. One of my long-term goals is to use my time and communications experience to support wildlife welfare and conservation.
Final thoughts
I am grateful for the opportunity to join CPRS Toronto as Communications Co-Chair. I am looking forward to meeting more people across Toronto’s PR community, bringing fresh ideas to our communications, and learning from the people around me.
Samiha Fariha is the Communications Chair on CPRS Toronto’s Board. She is a Senior Associate at Golin Ketchum, a global public relations agency, and a professor at Toronto Metropolitan University’s G. Raymond Chang School of Continuing Education, where she teaches media relations in the Public Relations certificate program.