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Event Recap: Passport to PR – Winter 2019 Session
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Recently, The Student Steering Committee ran one of its most anticipated events – “Passport to PR”. The event gives students the opportunity to go behind the scenes with the communications departments of some of the best organizations in Toronto. As students go from their schooling to the workforce, it serves to facilitate the transition from student to professional.

On March 19, several groups of students trekked around the city for intense and engaging visits to some of Toronto’s top PR firms.  They spent half a day receiving practical advice from seasoned practitioners who shared a wealth of best practice tips, insider glimpses into the day to day life of being in PR and learned about some of the challenges facing the industry today. There was no shortage of personal anecdotes highlighting the satisfaction of working in one of the fastest growing and changing fields.

The students gleaned much information from these sessions, including learning the importance of creating strategic lists to maximize productivity; the essential need to take advantage of learning opportunities, and to be open to trying new things as an intern or as an entry level employee; and the importance of networking and charting a path to one’s passions in the field. Each organization had a unique presentation, and personalized each session to ensure the students were getting the most out of them.

Students strutting their stuff at Edelman.

Picture perfect at Veritas.

 

 

 

 

 

 

 

 

 

 

Taking a break from roundtable discussions at Argyle.

Ending on a high note at Cohn & Wolfe.

Students raved about the valuable lessons they gained from attending.

“It was great to see firsthand what an agency setting is like and to be able to get a feel for the environment,” said Victoria Braz, a student at Humber in the Public Relations Post-graduate Certificate Program.

“It was very informative and an easy way to get introduced to PR professionals in their industry,” said Jonathan Fletcher, also a student at Humber.

“The Passport to PR event was a really fantastic experience – eye opening on the inner workings of larger agencies and also an opportunity to see the diversity and cross-specialty work that occurs. I will use the valuable information learned through conversations with the practitioners in my pursuit of an internship opportunity as I move forward,” said Leslie Sim, a Public Relations Certificate program student at Ryerson.

CPRS Toronto, and the Student Steering Committee thanks all the organizations that participated, and for giving this opportunity to incoming PR practitioners. Without the participation of  our great organizations – Apex Public Relations, Argyle Public Relationships, Hill + Knowlton Strategies, Edelman Public Relations, Weber Shandwick Canada, Intercontinental Hotels Group, Strut Entertainment, Pomp and Circumstance PR, Torchia Communications, National Public Relations, Cohn & Wolfe, MSL Canada, North Strategic, Ketchum, FleishmanHillard HighRoad, Veritas Communications, Kaiser Lachance Communications and Paradigm PR – none of this would have been possible.

Students who missed out on this opportunity will have a chance again this summer, when Passport to PR runs its very first Summer Session. Stay tuned!

Written by Daanish Ahamed, Student Steering Committee President

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Examining Employee Relations
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Maintaining high performance at an organization depends on the productivity, creativity, dedication and inventiveness of its employees. How employees perform can be directly influenced positively or negatively, by how they are communicated to, developed and engaged. Productivity, organizational strategies and costs can be increased or reduced depending on an employee’s commitment, ability and attitude, which in-turn is built and enhanced with strategic internal and organizational communication. Essentially, employee relations and communications are at the centre of influence over organizational health and success.

Internal Communicators need to maintain an ethical, transparent, equal and consistent methodology of employee relations, to create an environment of trust, security and integrity, where employees can flourish. The result is employees who have enhanced ability, skills, commitment and attitude that lead to the successful completion of organizational goals.

Erica Silver, MA, APR

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NEWS RELEASE: Get Involved with the Canadian Public Relations Society (CPRS) Toronto Society this Month and Save!
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March Membership Month kicks off with a night of networking and prizes to encourage new members to sign up

TORONTO, March 20, 2019 /CNW/ – The Canadian Public Relations Society’s (CPRS) Toronto Society is celebrating March as Membership Month with an event today geared towards welcoming new members to the Society. The event will be held at the PROOF Bar at the InterContinental Hotel on Bloor (220 Bloor St W) from 6:00 p.m. The evening will feature an overview of all the benefits of membership of CPRS, as well as networking and the opportunity to speak to senior members who can discuss the value of membership.

“Being a member of CPRS has opened up a number of doors to me and enabled me to significantly expand my professional network,” commented Jenny Shin, Co-president of CPRS Toronto Chapter and owner of Milestones Public Relations. “The PR industry is thriving in Toronto and staying ahead of the curve in knowing the latest trends and tools is critical for every practitioner. Being an active member of CPRS allows me to continuously learn and keep my knowledge current.”

“Finding likeminded people to bounce ideas around, and more experienced people to learn from, is what keeps me coming back to CPRS,” said Michelle Dias, Director of Membership, CPRS Toronto, and Marketing Manager, PR and Communications for IHG. “The diversity of the membership ensures there is something for everyone, no matter what sector you work in, what age you are, or at what stage your career is at. The CPRS Toronto family is giving, passionate and always there for each other. I look forward to meeting everyone this evening.”

March is Membership Month at CPRS, and the Society is offering new members who join before March 31 twelve free issues of the Public Relations Society of America’s (PRSA) Strategies and Tactics magazine; a $100 value. In addition, for existing members who refer colleagues, not only can they earn up to $800 in referral credits, but also get the chance to win a free full conference pass to #EvolvingExpectations, the CPRS’ national conference being held in Edmonton, Alberta June 16-18.

Here are a few more great reasons to join CPRS Toronto:

  • The CPRS Accreditation program, where members demonstrate their experience and commitment to the public relations profession and receive their APR® designation. Application deadline is December 1, 2019;
  • Member-only pricing for the 2019 National Conference in Edmonton in June;
  • Complimentary webinars – Monthly professional development webinars are offered as an exclusive member-only benefit;
  • Professional development and engagement opportunities with local or national boards, committees, task forces and special CPRS initiatives – These opportunities open the door to added professional skills and career learning, mentorship opportunities and knowledge transfer.

About CPRS

Founded in 1948, the Canadian Public Relations Society (CPRS) is a not-for-profit association of professionals dedicated to the practice, management and teaching of public relations and communications. Comprising 14 local societies, CPRS’ mission is to build a national public relations and communications management community through professional development and accreditation, collaboration with thought leaders, a commitment to ethics and a code of professional standards, advocacy for the profession, and support to members at every stage of their careers.

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ACE Awards Submission Tips From the ACE Awards Judging Chair
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Submissions Deadline: March 11, 2019

This year’s ACE Awards Judging Chair, Lisa Covens, has the following recommendations for submitting award-winning campaigns!

– Plan ahead – don’t race against the deadline.  Give yourself and your team plenty of time to review the guidelines and proof your submissions.

– Respect the RACE formula – make sure goals are based on research and analysis and that they link to tangible results.

– Ensure your Executive Summary is clear and concise – judges need a quick and proper grasp of the campaign.

– Watch your file size – make sure the attachments meet the size restrictions.

– Review and review again – winning campaigns hit all of the requirements.

 

The winners of the 2019 ACE Awards will be celebrated at the gala on May 23rd. Reflect and celebrate the success of the work!

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SPOTLIGHT: APEX Public Relations Inc.
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Situation:
Since 2016, Planet Fitness has hosted an annual campaign in support of its Judgement Free Generation charitable initiative, raising funds for the Boys’ and Girls’ Clubs of Canada to encourage a cultural change to help put an end to the bullying and judgement faced by youth today. For 2018, Planet Fitness hoped to get more members engaged in their gyms across Canada to ultimately increase the funds raised. For this year’s program, Planet Fitness decided to consult with Apex Public Relations Inc., to help reach their objectives and make 2018 their most successful year yet.

 

 

Campaign:
With the assistance and expertise of Apex Public Relations Inc., the team came up with the idea of a Snapchat activation within a 5 km radius across all 26 Canadian clubs from Sept. 1 to Sept. 30. The activation included a video ad explaining the initiative and a geo-filter for members who donated. The filter incorporated the following message, “Who exercised kindness by donating to the Boys’ and Girls’ Clubs of Canada?” with two thumbs up emoji’s intended to point to the donor/user of the geo-filter.

The goals of the campaign were to achieve $4 or less per thousand impressions (CPM) for the video ad, $12.50 CPM or less for the geo-filter and finally, assist with achieving 100 per cent of the overall fundraising goal.

 

Results:
The initiative turned out to be incredibly successful. The use of Snapchat was a hit with Planet Fitness members because approximately 79% of Snapchat users are over the age of 18, which paralleled with the campaign’s target audience. The Snapchat video ad achieved $2.19 CPM, which was 45 per cent better than the target goal and the geo-filter achieved $7.19 CPM which was also better than the target goal by 43 per cent.

The use of social media was an ingenious way to effectively convey the message that Planet Fitness aspired to spread, which was to encourage members to donate to the Boys’ and Girls’ Clubs but also to carry the positivity of the gym’s Judgement Free Generation Corporate Social Responsibility policy. Additionally, the campaign was so impressive that it was able to generate media coverage in Strategy Magazine.

 

About APEX Public Relations and ruckus Digital
APEX and ruckus Digital represent a collective of experienced, smart and creative communicators. Our unmatched track record of award-winning campaigns, client retention and client satisfaction are a testament to our ability to get it right, over and over again. Our work extends to all sectors, with a concentration on consumer brands, corporate and B2B, technology and reputation management. The key to our success is a fusion of senior level strategists, creative ideas, a passion for our work, client collaboration and a disciplined focus on achieving results that impact our clients’ bottom lines. For more information visit www.apexpr.com and www.ruckusdigital.ca.

About Planet Fitness
Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States by number of members and locations. As of December 31, 2018, Planet Fitness had more than 12.5 million members and 1,742 stores in 50 states, the District of Columbia, Puerto Rico, Canada, the Dominican Republic, Panama and Mexico. The Company’s mission is to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. More than 95% of Planet Fitness stores are owned and operated by independent business men and women.

By Kylie White CPRS Toronto Volunteer

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Event Recap: CPRS Toronto panel revealed the top communication trends for 2019
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At the first Canadian Public Relations Society (CPRS) – Toronto Chapter event of the year on January 15, a panel of CPRS members and thought leaders explored communication trends to watch for 2019. This year, we expanded the conversation on trends to the areas of Government Relations, Government Communications, Internal Communications and the Not-for-Profit Sectors.

The panel included:

  • Kathleen Garrett, APR, Assistant Director Internal Communications, Workplace Safety and Insurance Board
  • Antonietta Mirabelli, Executive Director of Communications and Marketing, Havergal College
  • Steve Piazza, Communications and Media Relations Advisor, Legislative Assembly of Ontario
  • Bryant Sullivan, APR, Assistant Director of Corporate Communications, Ontario Government’s Treasury Board Secretariat

The discussion focused on five key trends.

Trend 1: PR practitioners need to integrate data and data analysis
Bryant Sullivan said, “The more strategic we can be, the better we can serve our clients.” Data is a powerful way to generate insights and provide quantifiable measures. To create a culture change and become a data culture, PR practitioners can integrate various tools into their work. One such tool is the RACE formula. Looking forward, Artificial Intelligence will continue to grow at a rapid pace and place a greater importance on the need for data.

Trend 2: PR practitioners need to prepare for the unpredictable in the political landscape
Although not all PR practitioners work in public affairs, the political landscape impacts us all. It was a tumultuous 2018 and 2019 brings the Canadian federal election to the forefront. Steve Piazza stressed the importance of having your issue on the public agenda before policies are made.

Trend 3: PR practitioners don’t need to change the rules of engagement
As new trends begin to emerge, there is a tendency to jump on all the new ideas. However, Antonietta Mirabelli said you must not to lose focus on how your audience wants to receive the message. By understanding your audience, they feel heard by you. Antonietta Mirabelli said, “There is this pressure to have really great ideas all the time, but you just need to spend time with other people who are like-minded to find a good solution that works for your audience.”

Trend 4: PR practitioners need to be aware of how we share messages
Kathleen Garrett discussed the importance of internal communications and how it connects the dots for organizations, leading to improved performance and employee experience. When thinking about how to share messages with your audience, remember four key things. First, find opportunities for convergence among multiple messages so you don’t overwhelm the audience. Second, flag collisions between projects. This can help prevent overload. Third, have a pulse on employee sentiment and reason. Finally, predict and report on the message conveyance through data.

Trend 5: Storytelling is still paramount to PR
All of the panelists agreed on the importance of storytelling. Storytelling is the perfect way to maximize the impact in minimal time. Bryant Sullivan made a great point when he said, “Storytelling isn’t trendy, it’s timeless.”

This CPRS Toronto communications trends panel is the second annual, hosted by the local chapters president(s) with panelists made up of thought-leading chapter members.

By Meg Sharpley CPRS Toronto Volunteer

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Profile: ACE Awards
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Lauren Dineen-Duarte Winner of the 2016 CPRS Toronto PR Professional of the Year Award.

To celebrate the opening of submissions for the 2019 CPRS Leadership Awards, we caught up with Lauren Dineen-Duarte who won the 2016 CPRS Toronto PR Professional of the Year Award. The CPRS Leadership Awards recognize individuals in public relations who have achieved excellence in their careers or made significant contributions to the field of public relations.

Where do you work and what do you do?
“I work at American Express Canada as the Director of Public Affairs & Communications. Since joining the company in 2008, I’ve led the public relations and social media strategy. I’ve been responsible for developing and driving the communications strategy, content development initiatives and paid media strategy for the Canadian market. What’s unique about my role is that I oversee both the content development and paid strategy behind our social media advertising, which helps create a holistic strategy to drive results and increase brand awareness.”

What did winning the CPRS Toronto PR Professional of the Year Award mean to you?
“The CPRS awards gala was an amazing evening and it was a fantastic compliment to be handed the accolade. It was definitely a moment to remember as I had a great deal of pride collecting the CPRS Toronto PR Professional of the Year award. To me, this win was more than just a personal achievement – it represented the hard work both myself and my team have accomplished over the years.”

How, if any, has the CPRS Toronto PR Professional of the Year Award impacted your career?
“Being awarded the 2016 CPRS Toronto PR Professional of the Year played a key role in building my profile, both inside and outside my organization. Internally, it helped me gain recognition for the work I do and the value I provide to our business. From an external perspective, it helped increase recognition as an industry leader within the PR community.”

What has been the most rewarding part of winning the CPRS Toronto PR Professional of the Year Award?
“As mentioned earlier, I’d say the most rewarding part of winning the CPRS Toronto PR Professional of the Year Award has been the recognition it provided me. My team and I are constantly pushing the envelope and creating new PR strategies, so being recognized as a leader in this space helps with my credibility when spearheading new communication tactics and initiatives.”

What have you been up to since you won the award in 2016?
“Over the past few years, I’ve been busy with both my career and family life. The PR industry is constantly evolving, so I’m always exploring different ways to connect with our audience. It’s an exciting time to be in PR, so I make sure my team and I stay ahead of the curve and raise the bar with fresh, innovative ideas. An example is how we’re levering social media advertising and influencer relations more than ever before. Outside of my career, it’s been so much fun to see my two young boys – Kingsley and Theo – grow up. Being a mother is something I cherish, so I’m always keeping busy with my family and being a role model for my children.”

What are some of the biggest challenges you have faced in your career?
“One of the challenges I’ve faced in my career is finding ways to measure the work we do in PR. For example, when the popularity of social media emerged, it was important for me to show the business impact it had for our company and why we should allocate more funding towards it. Although it was challenging to transition from traditional marketing to a strategy that includes social media and influencer-led marketing, it’s an accomplishment I take a lot of pride in.”

What are some of the biggest highlights and successes you have had in your career?
“With more than a decade of experience in PR, I’m grateful for the opportunities and successes I’ve achieved throughout my career. If I had to narrow it down to just a few, it would be a combination of being recognized for my work both inside and outside of my organization and giving back to the industry by being a judge for a number of notable awards. It’s also been great to participate in various speaking opportunities throughout the years. In terms of the projects I’ve worked on, creating and launching American Express Canada’s Women at Amex initiative is one near and dear to my heart. I’ve always been passionate about advocating for women in the workplace making it a natural fit for me. The program is focused on supporting the development and advancement of women in corporate Canada. It’s been great to see Women at Amex grow into a key driver for our diversity and inclusion efforts.”

Do you think it’s important to recognize work in PR?
“I believe it’s important to recognize work in PR because we help protect, enhance and build a company’s reputation. Now, more than ever before, PR has become a vital aspect to any organization. Continuing to recognize our work will help build stronger relationships within the industry and show the value PR brings to companies.”

If you could give one PR tip, what would it be?
“Our industry is constantly evolving at such a fast pace, so my tip would be to make sure that you are staying on top of new trends, as well as thinking broadly and outside of the box. Gone are the days where traditional PR was the only method of communicating to your audience. Exploring new streams of digital communications, like social media advertising and influencers, is key to reaching your audience. It’s important for PR professionals to never stop learning and to take a holistic approach to communications.”

Do you know someone who deserves to win a CPRS Leadership Award? Nominate a student, your boss, a colleague or CPRS Toronto volunteer today! The Leadership Awards will be presented at the ACE Awards Gala on May 23, 2019.

By Meg Sharpley CPRS Toronto Volunteer

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Spotlight: CLIF Nut Butter Filled Energy Bar
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Situation: In the spring of 2017, CLIF Bar was set to launch an all-new, category-first energy bar in the Canadian market—the CLIF Nut Butter Filled Energy Bar, CLIF’s first all-new energy bar to launch in Canada since the classic CLIF Bar.  Golin was tasked with developing a robust media relations strategy to generate mass consumer awareness and encourage product trial for their new bar.

 

Campaign: After extensive research by Lieberman Research Worldwide informed that Ontario and British Columbia were their primary markets and their key consumer was an active, health-conscious user, Golin launched a three-phased interactive campaign focused on aligning the CLIF bar with activities and an environment that promotes a healthy and active lifestyle. During ‘CLIF Media Basecamp’ influencers and media were brought to Whistler, B.C. and immersed in a 3-day winter adventure experience designed to build adventure equity and associate their brand with winter sport in Canada.  ‘Bike to Work Day’ launch the product to everyday cyclists in Toronto connecting the new bar to the brand’s history, having been created on an epic bike ride over 25 years ago.  In June 2017, CLIF and Golin announced a two-year partnership with Trans Canada Trail (TCT) to sponsor the construction of 150 kilometers of “greenways” and support the connection of The Great Trail, the longest recreational trail network in the world.  Springing off this exciting announcement, ‘Feed Your Adventure’ encouraged Canadians (through top-tier media), to discover adventure along The Great Trail with CLIF’s Nut Butter Filled in their pocket.

 

Results: Golin secured over 45MM+ impressions and over 100+ unique pieces of coverage for CLIF’s launch including spokesperson interviews, top-tier consumer media placement and influencer coverage. As a result of the launch campaign, CLIF reported that CLIF Nut Butter Filled Energy Bar was one of their most successful Canadian launches to date.

 

About: Golin are a progressive public relations agency, designed to reach a profoundly diverse global market. We proudly reclaim and redefine PR at a time when earning attention has never been more important. Through thought leadership and creativity, Golin provide effective solutions for major brands through a variety of specialties within their key practice groups: Consumer, Corporate, Digital, Healthcare, Multicultural and Technology. https://golin.com/

*This strategic campaign was submitted for a 2018 CPRS Toronto ACE Award, and is a Bronze winner for Best Use of Media Relations (over $50,000)

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Spotlight: The Workplace Safety and Insurance Board (WSIB)
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Situation:  From Town Hall to Kickoff at the WSIB

The Workplace Safety and Insurance Board (WSIB) has roughly 4000 employees in 14 offices across Ontario. In 2017, the WSIB created its first dedicated Internal Communications team, with a mandate to redefine and improve the approach to communicating with employees.  To build a better understanding of their 2018 strategic objectives and measures and increase visibility of the senior executives a revamped Kickoff tour of all-staff events was launched at the start of 2018.

 

Campaign:

Kickoff content was designed to deliver greater honesty, transparency and specificity about how they measure success.  Each regional office event featured one or more senior leaders, alongside the Chair or President and CEO, speaking to the organization’s 2017 performance, and their commitment to improving outcomes and providing excellent service.  Iconography, photography and employee videos were interspersed within the presentation, highlighting why people enjoy working there, and their thoughts on how to improve the organization.

 

Results:

Employees were able to offer feedback during the Kickoff sessions through data polling and “open mic” sessions with the executives, as well as through a follow-up survey . The Kickoff tour was well received with 74% of respondents agreeing that it helped them understand key 2018 objectives.  Overall satisfaction with the Kickoff tour was 22% higher than the last Town Hall tour. With direct access to a variety of senior leaders, visibility and appreciation of the executive increased.

 

About:  The Workplace Safety and Insurance Board is an independent trust agency that administers compensation and no-fault insurance for Ontario workplaces. http://www.wsib.on.ca

*This strategic campaign was submitted for a 2018 CPRS Toronto ACE Award, and is a Bronze winner for Internal Communications Campaign of the Year.

 

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It’s National Volunteer Week!
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At CPRS We Celebrate The Value Of Volunteering! We want you to know how much we appreciate you!

People put a spring in our step and smile on our faces. “This Volunteer Week, April 15-21, 2018, we can’t thank our volunteers enough,” says CPRS Co-Presidents Danielle Kelly and Erica Silver. “Our organization couldn’t function without your dedication to the profession.” Do you enjoy volunteering for CPRS Toronto? Tell us why in a tweet!

We are shining a light on just a few of the incredible volunteers in our community who take the time to help others by giving your time and talents! This week — and every week — we thank you.

“Volunteering for the CPRS is a terrific way to get involved in the industry and I would recommend it to any aspiring or current PR practitioner! There are many opportunities to meet influencers in the field, acquire knowledge and play a role in events.” Tremayne Gomes, CPRS member

“Volunteering for CPRS offers you the chance to expand your social network which ultimately is what PR is all about!” Kathleen Hansma, CPRS member

“I volunteer with CPRS as awards chair because I am inspired by the creative solutions my professional colleagues find in often difficult or misunderstood environments. I want to make recognition of their excellent work as special as possible.” Nancy MacMillan, ACE Awards Chair, Board Director

“Volunteering for CPRS makes you as an individual a part of something bigger. Suddenly you realize you are a part of the community where you can get support, advice and mentoring, where you can share your ideas, listen and be heard, sometimes get the necessary criticism, and always – learn something new.” Iryna Zheliasko, CPRS member

“CPRS has provided me with valuable learning experiences through volunteering at the ACE Awards this year. Volunteering has provided me with the opportunity to meet experienced professionals, as well as increase my understanding of PR campaigns. I hope to continue to volunteer with CPRS as I proceed further into my career.” Caroline Eisen, CPRS member

“I have gained first-hand knowledge of the PR industry and its nuances and learned about some of the best campaigns in the market. I have met some of the influencers in the community who are welcoming and encouraging in helping you build your career. I urge young professionals to be involved with CPRS if they wish to make a career in the public relations industry in Canada.” Vaibhav Joshi, CPRS member

“One of the best things about our industry is the people. Volunteering with CPRS Toronto gives me the chance to see my colleagues, meet new ones and help to create a program that makes them enjoy their jobs as much as I do.” Robin Smith, Communications Chair, Board Director CPRS

For those interested in learning more about volunteering opportunities, and our new CPRS mentorship program, please contact Sheri De Carlo, Volunteer Chair on the Board of Directors at volunteers@cprs.org.

 

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