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A majority of Canadian public relations and communications professionals say managing their organizations’ social media has become one of their most important functions.

This was one of several key findings included in two new research studies on public relations in Canada released by the Communications + Public Relations Foundation (CPRF). CPRF funded both studies.

• CPRS GAP VIII: Canada Report 2014 (Mount Saint Vincent University The first national picture of the PR industry outlining the primary issues the industry faces and the principal difference between Canadian and American communications professionals.
• Do They Have What it Takes? (McMaster University) Found that writing skills are still the number-one desired competency, followed by strategy, leadership and competence in information and communication technologies.

Findings are summarized in the infographic below.

Join CPRS National on Sept. 9 for a free webinar about the research. 

Keeping up with technology and communication changes is difficult enough for the individual, but anyone in the PR industry knows it’s a whole new challenge for those trying to reach the right audience with the right message. So how does an organization providing services for PR professionals stay ahead of those changes?

That was the challenge for News Canada, which has spent more than 30 years connecting organizations and agencies with media across the country.

The media landscape has changed, largely due to digital and social developments, making it more fragmented. Consumers are more wary of where they’re getting their information from, and do more research before making purchases. However, few organizations have increased their communication budgets, leaving PR professionals having to do more with less.

“Appropriately leveraging paid, earned, owned and shared channels has become essential to successfully reach target audiences. The lines between PR and advertising are blurring because there are so many ways to amplify your messages digitally and socially,” News Canada president Shelley Middlebrook said. “The ways communicators are getting their messages out, and consumers are making purchases have changed.”

To meet the changing needs of their clients, News Canada has adapted and evolved, expanding their services with video production and other digital and targeted content options, and are now rebranding as Fifth Story. The new name reflects the organization’s story telling role, and it references the five key services it offers: insights, production, distribution, measurement and analysis.

“It’s a reflection of how our services have evolved with the ever-changing communications industry. Traditional resources are still important and a big part of what we do, but it’s about expanding to meet our clients’ needs,” Middlebrook said.

Great storytelling and the ability to repurpose content across multiple platforms are key to successful content marketing. Creative video goes beyond simple b-roll, allowing organizations to engage with their public, while still making the most of often limited budgets.

“Clients are using more and more video because consumers are always on some sort of screen — video is more engaging and memorable,” Middlebrook said. “Also, clients need more content so you have to be more creative in how you can repurpose it.”

The company will continue to use the name News Canada to distribute content to its earned media network, while providing content solutions to marketing and communications professionals using the name Fifth Story.

Featuring: Blair Peberdy, APR.

Faculty, Seneca College Corporate Communications and Government Relations Programs, Associate – Corporate Practice, Weber Shandwick Public Relations, and former Vice President of Marketing, Communication and Public Affairs, Toronto Hydro.

Toronto’s devastating December 2013 ice storm left Torontonians in the dark and Toronto Hydro crews working around the clock to get the power back.

Toronto Hydro’s communications staff recorded 1500 news media contacts, attended multiple news conferences, issued more than 1000 Tweets, as well as responded to more than 7000 emails in the 10 days following the storm.

“Severe weather events” have seriously compromised Toronto’s electricity supply on three occasions of late. Superstorm Sandy brought trees and power lines down in the city on October 31, 2012, cutting power to 250,000 homes and businesses. Seven months later, a record-breaking rainstorm flooded underground transmission equipment, interrupting power to hundreds of thousands of people and triggering intermittent blackouts for days.

On December 21, 2013 Toronto Hydro declared its highest state of emergency
when record levels of ice from freezing rain brought tree limbs and power lines down in a matter of hours, blacking-out many neighbourhoods through the Holiday Season and affecting approximately 900,000 people.

Join CPRS Toronto and enjoy Blair Peberdy speak about what he and Toronto Hydro’s communications team experienced on the front lines during the storm, and how a well-rehearsed communications plan is critical when crisis hits.

Peberdy’s presentation will precede the election of the incoming CPRS Toronto Board of Directors and an overview of 2013-14’s accomplishments.

Quorum is required for an official vote, so be sure to register soon and arrive early.

WHEN:

Tuesday, May 20, 2014

5:30 – 6:00 p.m.      Registration

6:00 – 6:30 p.m.      Welcome and Presentation

6:30 – 7:00 p.m.      Formal Business – Annual General Meeting

7:00 – 7:15 p.m.      Presentation of service awards

7:15 – 8:00 p.m.      Reception

WHERE:

Toronto Reference Library – Novella Room

789 Yonge Street

Toronto ON  M4W 2G8

COST: There is no cost for this event

Note: Light appetizers will be served

Space is limited, so be sure to register early!

Please register directly through our secure website
Or contact Lois Marsh at (416) 360-1988 or marshl@marsh-executive.com

CPRS Toronto Post-AGM Social:
Some of us are heading to La Société (131 Bloor St W #211) following the AGM.
We would love if you could join us too!

Presenting Sponsor:

A few weeks ago, I was thrilled to hear that one of my heroes, Canadian Astronaut, bestselling author and social media sensation, Col. Chris Hadfield, was the recipient of the 2014 CPRS President’s Award for Outstanding Public Relations and Communications Management. The prestigious public relations honour is awarded to an individual who demonstrates outstanding leadership through communications.

During his time as the Commander of the International Space Station (ISS), Col. Hadfield captivated the world through the use of his multimedia-rich social media presence. Stunning photographs, viral videos and live feeds with classrooms full of wide-eyed students helped remind global citizens about the world in which they live. The profile of the Canadian Space Agency (CSA) and space exploration overall was raised through the communications efforts of Col. Hadfield.

“I am both honoured and delighted to receive the CPRS President’s Award,” said Col. Hadfield. “The credit goes to the team at the Canadian Space Agency who worked creatively and tirelessly for over two years in preparation and support of C2, Canada’s mission to command the International Space Station. The impact on Canada, especially on Canadian youth, as well as the rest of the world, was heart-warming for us all to see — the direct result of good people doing hard work.”

To read more about the CPRS President’s Award please see the news release.