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ACE Awards: The Forgotten Categories
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This article was written by Tory Nash, ACE Awards Marketing Volunteer and public relations student at Humber College.

The January 31st submission deadline for the 2014 ACE Awards is fast approaching.  While everyone is working hard to perfect submissions, this home stretch of the entry process is a great time to illuminate some of the lesser known campaign entry categories.

As per usual, the media relations, special events and digital communications categories are expected to see a high volume of submissions.  The accomplishments in these categories are very important and deserve praise.  However, we know that Canadian public relations practitioners are doing great work across all campaign categories.  Let’s take a look at some of these lesser known “forgotten categories”:

  • Employee Engagement/Internal Communications Campaign of the Year
    This category is designed to recognize outstanding employee engagement and/or internal communication programs that improved employee-management relations, strengthened employee communities and/or successfully administered change management.  We know you’ve already done the work, now let it shine!
  • Community Relations Campaign of the Year
    This category recognizes community campaigns focused on local projects, public meetings, special interest group program(s) or ongoing community programs designed to either establish mutually satisfactory relationships or shift community opinions.  Don’t be afraid to show off the impact you’ve made in your communities.
  • Government Relations/Public Affairs Campaign of the Year
    When some people hear about government relations or public affairs, their eyes tend to glaze over.  However, this is one of the ACE Awards’ most exciting categories.  This category is designed to highlight the most effective use of government relations or public affairs that changed or enlisted public opinion to influence government policy or regulations.

These categories are a great venue to let your work shine.  Regardless of what project you submit, remember that all entries must be submitted by 5 p.m. on January 31, 2014.

For a full listing of the campaign entry categories, please click here.

For entry guidelines and submission requirements, please click here.

Last minute questions? On January 30 Dave Scholz will be taking over @CPRSToronto for an #ACEAwards cram session Q&A. Last-minute questions when you’re putting together your binder? Tweet us!

What: ACE Awards Twitter Q&A
When: January 30, 2014 – Time TBD
Who: Dave Scholz, Chief Marketing Officer, Leger & ACE Judging Co-Chair
Where: Twitter (Send questions to @CPRSToronto)

GOOD LUCK IN YOUR PREPARATION!

 

 

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How did Piller’s Fine Foods win over moms?
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NC_logo_redNON_OUTLINESPrepared By: Michael Ronchka

News Canada:

News Canada produces and distributes branded content on behalf of clients who seek to engage their customers with compelling, original content across paid, earned and owned media channels. A comprehensive campaign spanning multiple platforms from print, television and radio to digital can be distributed directly to the editorial decision-makers at media outlets of all sizes. Clients use News Canada to tell stories, helping to cut through the noise and deliver key messages to target audiences.

The Client:

Piller’s Fine Foods; a Canadian purveyor of premium deli meats and sausage since 1957.

The Challenge:

How to generate awareness about the company’s line of allergen-free deli meats, called Piller’s Simply Free®, and its benefits. The objective was to engage consumers so they not only tried the products once, but continued to buy them.

Strategy:

News Canada helped Piller’s develop a national, bilingual content marketing campaign, which leveraged converging media across multiple platforms. The campaign drove awareness through a combination of television, online and social media engagement. The centerpiece of the campaign was a segment on the Fall 2013 episode of For Your Life, News Canada’s television show featuring lifestyle-related stories. The show’s storytelling format successfully engaged television audiences with a short segment demonstrating how Piller’s new product line helps families prepare quick, nutritious, allergen-free meals.

Results to date:

“Multiple touch points of TV, radio, print, online and social exposure allowed us to amplify our messages nationally. News Canada’s For Your Life program captured our audience’s attention through entertaining video storytelling”, says Rita Weigel, Director of Marketing at Piller’s Fine Foods. The show aired on Food Network, HGTV, Slice, Showcase, CHCH and CHEK, reaching Piller’s target audience and generating awareness. National, local and specialized radio stations as well as newspapers and magazines across Canada picked up on the accompanying written and audio news release, resulting in over 35 million media impressions, almost triple News Canada’s guarantee. Articles appeared in outlets such as the Toronto Sun and Vancouver 24 hrs. The campaign also received over 8,000 views on Youtube, and Piller’s web traffic increased by 13 per cent, with 33 per cent new visitors.

Post sponsored by News Canada

 

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ACE Award Submission Tips: Get the inside scoop!
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This article was written by Shamique Bowes, ACE Awards Marketing Volunteer and public relations student at Humber College.

Recognition from your peers and being established as an industry leader: these are only a few of the many advantages to receiving an ACE Award. In order to reap these benefits, you must be ready to put effort into every round of the ACE Awards process and differentiate your campaign submission among the competition.

So how are you going to make your campaign submission stand out?

Dave Scholz, Co-chair of the ACE Awards judging team and Chief Marketing Officer at Leger, offered us a few tips on how to differentiate your campaign submission amongst the competition.

ACE AWARDS RUBRIC

The first thing to do is get a copy of the rubric used to rate each submission. The rubric is split into four sections:

  • Research
  • Action
  • Communication
  • Evaluation

Besides ensuring you have each category covered, make sure guidelines and criteria for each category are met.  All categories are equally important and must be well thought out, but entrants must pay special attention to the Research and Evaluation sections of their submission.

The judges are looking for your campaign to be results driven and need two crucial questions to be answered:

  1. “Did your results achieve your organizational objectives?”
  2. “What behavioural, attitudinal or cognitive change was there?’

Clearly explaining the goal and objectives of your campaign, and giving proof that you achieved them will answer these questions and show the judges why you deserve an ACE Award!

THE SMALL THINGS MATTER

By correcting and re-tailoring the small things in your submission, your submission will be simple and concise. You are not only eliminating extra work for yourself but directing the Judges’ focus to the critical aspects of your project. Here are a few “small things” to consider:

  • State key points and assumptions of the campaign clearly
  • Make your submission well organized and easy to follow
  • Proofread!
  • Cut the jargon and write economically

It is crucial to keep in mind that the judges are looking for quality, so don’t focus on the bells and whistles.

 

BEST IN SHOW PRESENTATIONS

The last round, which consists of a presentation, must be given the same amount of effort as your submissions.  To ensure a successful presentation you need to practice, practice, practice! Make sure your presentation is ready to roll out smoothly and that everyone participating knows their cues.

Also, have someone who wasn’t involved in the project ask questions to shake out any wrinkles and prepare yourself for the judges’ inspection. Nothing is worse than getting caught out by an unexpected question!

Follow these tips and get the inside track on how to complete your ACE Award submission with flying colours. Even though the ACE Awards are just around the corner, it’s not too late to apply! The deadline for submissions is January 31, 2014 by 5 pm.

 

Download the ACE Awards Rubric here
Download the ACE Awards Categories listing here

 

Still have questions? On January 30 Dave Scholz will be taking over @CPRSToronto for an #ACEAwards cram session Q&A. Last-minute questions when you’re putting together your binder? Tweet us! More details to follow.

What: ACE Awards Twitter Q&A
When: January 30, 2014 – Time TBD
Who: Dave Scholz, Chief Marketing Officer, Leger & ACE Judging Co-Chair
Where: Twitter (Send questions to @CPRSToronto)

GOOD LUCK IN YOUR PREPARATION!

 

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5 reasons to join a professional association
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by Alex Sévigny, PhD, APR, MCIPR, @AlexSevigny

In 2009, my colleague, mentor and friend Terry Flynn, suggested that I join the Canadian Public Relations Society. I did, and I have found it to be incredibly rewarding. I now recommend joining a professional society to every professional communicator I know.

Here are five reasons to join a professional association:

  1. Ethics Code: One of the most valuable aspects of membership in a professional association is the ethics code that the association requires you to submit to. This may seem abstract until you face an ethical quandary and are able to say “My professional association ethics code doesn’t allow me to do this.” That’s a powerful argument for you to keep your practice ethical despite pressure.
  2. Professional Accreditation: A postsecondary degree or diploma is an important first step toward building a career as a professional communicator, but validation by your professional peers provides a level of recognition that marks you as a seasoned and trusted professional. I am very proud of the APR designation that I earned through CPRS. I know colleagues who hold the ABC designation from IABC are equally proud of their achievement. Accreditation means that your industry peers think you are an ethical, competent strategic communicator – that’s golden!
  3. Cultural and Social Capital: Membership is a first step toward building relationships, but the longer you remain a member the deeper your roots in the organization can grow. You can build serious social and cultural capital by being elected to association boards or sitting on committees.
  4. Professional Development: It is hard to keep at the cutting edge of the profession after leaving college or university because time is a precious commodity. Professional associations have the resources to bring the best national and international experts to you so that you can meet them and learn from them.
  5. Awareness of Opportunities: Professional associations are a great way of meeting like-minded people with whom you may share common goals and outlook. Those people can make you aware of professional and personal opportunities… a new job, client or friendship may await you!

Goal

Professional associations can help keep your career fresh. Below, you can find a brief bio of my involvement with CPRS, IABC, CIPR and others – I hope it inspires you get involved. If my positive experience is any guide, you’ll have a great time once you join your professional association of choice!

My professional society bio

Since 2009, when I joined CPRS Hamilton, and especially since I became program director of the McMaster-Syracuse MCM program, I have also joined the Toronto Chapter of the International Association of Business Communicators and the Chartered Institute for Public Relations (UK).

In 2011, at the invitation of committee chair Colleen Killingsworth, I began sitting on the National Education Council of the Canadian Public Relations Society, and also as Professional Development Chair for the Hamilton Chapter of CPRS. In 2013, I began sitting as CPRS’s representative to the international Commission on Public Relations Education.

This post originally appeared at AlexSevigny.ca. Alex is Program Director, McMaster-Syracuse Master of Communications Management (MCM) and Editor-in-Chief, Journal of Professional Communication (JPC). 

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CPRS Toronto members deliver holiday cheer
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The Toronto Star Santa Claus Fund provides gifts at Christmas for underprivileged children — age newborn to 12. For the second year, CPRS Toronto members played the role of elves.  “It was a great experience,” said Antonietta Mirabelli who delivered gifts in Etobicoke.

“Last year we delivered gifts to children in Toronto.  This year members delivered gift boxes in Etobicoke and Mississauga as well,” said  CPRS Toronto president, Maryjane Martin, APR.

How are the children chosen?  “Each fall, more than 100 different social and community service agencies that have registered with our program, submit applications on behalf of families, to The Toronto Star Santa Claus Fund,” said Barbara Mrozek Director, Toronto Star Charities and Philanthropy.  “Each child receives a colourful gift box containing a warm shirt, hat, mittens, socks, small toy, book, candy and dental hygiene items.”

This year, over 45,000 children will receive gift boxes.

Santa Fund: Diane Begin, Maryjane Martin and Lois Marsh pick up their boxes for delivery.

Santa Fund: Diane Begin, Maryjane Martin and Lois Marsh pick up their boxes for delivery.

Santa Fund: Antonietta Mirabelli delivered gifts in Etobicoke.

Santa Fund: Antonietta Mirabelli delivered gifts in Etobicoke.

Santa Fund: Amanda Gun-Munro and Nichole Legate at the depot picking up their gift boxes.

Santa Fund: Amanda Gun-Munro and Nichole Legate at the depot picking up their gift boxes.

 

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Changes to 2014 ACE Award Submission Protocol
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It’s that time again! The annual ACE Awards are on the horizon and that means it’s time for you to start thinking about where you shone the brightest this year. The 2014 ACE Awards will feature a few important rule changes that you need to know about.

 

1) The submission process

This year the ACE Award submissions will not require the preliminary entry of an executive summary. Executive summaries will be submitted together with the full campaign binder. This is for two reasons. First, it will allow judges to spend more time on one set of submissions and offer better feedback to entrants looking to improve their work. Second, the application process will be streamlined for those submitting their work for judging.

2) Return of documents

Binders will not be returned after the ACE Awards Gala. Experience has shown us that many applicants produce an extra copy of the “big binder” submission for their records, and do not need the originals returned to them. Instead of returning the full binder, entrants will receive their completed marking rubrics via email in the week following the ACE Awards Gala.

3) Best in Show/Best Creative Entries
For Best in Show and Best Creative nominations, the judges will nominate 2-3 submissions for both categories. The entrants will be asked to present their work to the judging panel to be considered for the Best in Show and Best Creative awards. Portions of these presentations may be videotaped for future use at the ACE Awards Gala.

 

These changes have been made to help strengthen the ACE Awards program and ensure that the submission experience is as rewarding as possible for our members. Streamlining the submission process creates a simpler experience for applicants, guarantees continued quality feedback on their work and allows CPRS Toronto to stay current with other award programs.

 

If you have any questions about the changes to the submission process, or about anything else related to judging and entries at the 2014 ACE Awards, please contact Leigh LePage or Charzie Abendanio, Judging & Entries co-chairs, at cprs.ace.awards@gmail.com.

www.cprstoronto.com

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CPRS Toronto members receive Awards of Excellence
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A number of CPRS Toronto members were recognized for excellence in Public Relations at the 2013 Canadian Public Relations Society’s National Awards Gala held in June in Gatineau, Quebec. A total of 36 Awards of Excellence were awarded to the best public relations and communications management team from across Canada.

The Awards of Excellence recognize outstanding achievement in a comprehensive public relations project or programs. Toronto teams won medals in all categories:

Gold:

  • Community Relations: Argyle Communications
  • Media Relations (Agency): GolinHarris Canada
  • Issues/Crisis Management: De Beers Canada
  • Multi-Media: Toronto Hydro Corporation
  • Electronic and Social Media: Paradigm Public Relations
  • Writing: Paradigm Public Relations

Silver:

  • Marketing Communications: Thornley Fallis Communications
  • Media Relations (Agency): Argyle Communications
  • Government Relations: Brown & Cohen
  • Special Events: Toronto Port Authority
  • Multi-Media: Thornley Fallis Communications
  • Print: Toronto Hydro Corporation
  • Electronic and Social Media: Edelman Canada
  • Issues/Crisis Management: ACJ Communications and Kennedy Jones and Sweeney Inc.

Bronze:

  • Marketing Communications: Paradigm Public Relations
  • Media Relations (Non-Agency): Rogers Media
  • Internal Communications: Toronto Hydro Corporation
  • Special Events: NATIONAL Public Relations Ltd.
  • Multi-Media: Babble On Communications Inc.
  • Electronic and Social Media: Edelman Canada

“We’ve been told by our members that a valued benefit of CPRS membership is the opportunity for peer recognition,” said National Awards Presiding Office Robyn Quinn, APR, FCPRS. “Each year we receive entries that reflect how much our own public relations roles are evolving and each year we see evidence of how our members deliver strategic and successful public relations projects and campaigns across the country. Our annual awards celebration demonstrates true peer recognition for work well done.”

Congratulations to all nominated and award winning members!

Canadian Communicators Shine at 2013 CPRS National Awards Gala

Media Relations Agency Gold – GolinHarris and McDonalds Canada (CNW Group/Canadian Public Relations Society)

“Our Food, Your Questions”

 The ‘Our food, your questions’ campaign enable Canadians to ask McDonald’s any question they liked and McDonald’s vowed to answer every single one. A platform for people to ask questions was created in order to get people engaged. Consumers asked questions through Facebook and Twitter, so when McDonald’s answered, all followers saw the question and the response. As a result of the campaign, people’s perceptions of McDonald’s food quality improved with 46 per cent now thinking the food is good quality, compared to 30 per cent prior to the campaign.

Canadian Communicators Shine at 2013 CPRS National Awards Gala

Thelma Hatzis (left) and Christina Basil

Multi-Media Gold – Toronto Hydro Corporation (CNW Group/Canadian Public Relations Society)

“Grow your Mo’ for Movember Campaign at Toronto Hydro”

In 2012, Toronto Hydro employees showed their support for prostate cancer and men’s mental health by participating in the popular moustache campaign, Movember. The Community Involvement team launched a social media contest to raise awareness about Movember. Twelve Hydro vehicles were outfitted with giant moustaches and Twitter followers were asked to spot the moustache and tweet a picture for a chance to win a prize.

Canadian Communicators Shine at 2013 CPRS National Awards Gala

From left: Leilly Shafaee, Daniel Tisch APR, FCPRS and Brendan Agnew-Iler

Community Relations Gold – Argyle Communications (CNW Group/Canadian Public Relations Society)

“30% Off Ontario Tuition: A Student Engagement Program”

 The campaign was designed to make students aware they could be eligible for a tuition break under a program by the Ministry of Training Colleges and Universities. A trained team of current students and recent graduates were used to intercept and educate students about the offer. By focusing on “student-to-student” communications, finding creative ways to pre-qualify students and pairing live on-campus with online socialization, the team made face-to-face contact with 29,000 students on 47 campuses in just three weeks, resulting in a 27.5 per cent increase in applications for the rebate.

Canadian Communicators Shine at 2013 CPRS National Awards Gala

 From left: Ashley Brown, Tom Ormsby and Annie Stavridis

Crisis/Issues Management Gold – De Beers Canada (CNW Group/Canadian Public Relations Society)

“Winter Road Blockade”

A two-week illegal blockade threatened the transportation of critical material to a remote mine in Northern Ontario. The De Beers team successfully helped the company navigate through the issue and its individual agendas. Faced with a media outlet appearing determined to undermine all De Beers messages and engagement the team created a wider strategic conversation in the media and with key stakeholders. The conversation focused on facts and the team managed to sustain this level of conversation through the successful conclusion of the winter road program and legal proceedings.

 

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Daniel Tisch and Jean Valin receive the 2013 Award of Attainment for outstanding service in the Public Relations Society
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CANADIAN PUBLIC RELATIONS SOCIETY - 2013 Award of AttainmentJean Valin APR, FCPRS LM (left) and Daniel Tisch APR, FCPRS accept the 2013 Award of Attainment during the 2013 CPRS National Awards Gala on June 11 (CNW Group/Canadian Public Relations Society)

The Canadian Public Relations Society (CPRS) recognized Daniel Tisch APR, FCPRS and Jean Valin APR, FCPRS LM with the 2013 CPRS Award of Attainment, at the 2013 CPRS National Awards Gala on June 11. Tisch and Valin were recognized for their outstanding achievement and service in the public relations industry.

“It has been a privilege to lead the Global Alliance for the last two years, and to join professionals and academics from around the world in building a global consensus on the value of communication to organizations – and to society,” said Tisch. “Thinking of our professional journey calls to mind an African proverb: if you want to go fast, go alone; if you want to go far, go together.”

The Award of Attainment recognizes exceptional involvement in the public relations profession and candidates are nominated by peers.

“There is no greater honour than being recognized by one’s peers,” Tisch said (upon being named to the CPRS College of Fellows 2010). “I feel very fortunate to have worked with clients and colleagues who believe in the highest standards of ethics and professionalism – and in the critical connection between public relations and the public interest.”

A CPRS Toronto Life Member, Tisch is widely known as an international public relations practitioner, speaker, writer and industry leader. He is the Chair of the Global Alliance for Public Relations and Communication Management, the confederation of the  world’s major communications industry associations, a Fellow of the Canadian Public Relations Society and CEO of Argyle Communications, one of Canada’s premier independent public relations firms.

 

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Find out what Canada’s PR leaders are thinking
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Communications experts share their latest strategies with Cision on how to tackle today’s PR and marketing challenges – http://blog.ca.cision.com/opinion/prtrends/

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