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Archived presentation: Public Relations Knowledge Exam @PRKexam (42:32)
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Note: This information session is available for public viewing.

Click the arrows in the bottom right corner to watch in full screen.

Research shows that Executives identify a gap between the competencies required by their organizations, and the skill set available within their communications team.

It has also been stated that PR agencies are challenged with the high number of applications received for entry-level positions and internships. They are looking for ways to better assess candidates and junior-level staffers, specifically for individual strengths and capabilities.

In response, the Canadian Public Relations Society is launching the first national entry level exam for the Public Relations profession. The Public Relations Knowledge Exam (PRK)™ is endorsed by the Canadian Council of Public Relations Firms and supported by Cision.

On October 11, 2012 the following three speakers discussed what you should know about the exam and about entering the profession:

 

 

 

 

 

 

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Member appreciation event nets largest turnout in recent memory
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How to capture the energy of the 160 CPRS Toronto members who attended our season opener at the historic Enoch Turner Schoolhouse on September 27? Perhaps a few of your stories will do the trick.

CPRS Toronto hosted 160 Members at the Enoch Turner Schoolhouse for it’s season opener on September 27, 2012.

In her follow-up note to the event, Carol Panasiuk, APR, LM, says that she appreciated the opportunity to get together with the senior practice group at our private reception, which took place just prior to the main event with all CPRS Toronto members. She found the reception to be a great opportunity to catch up with her peers and has suggested that CPRS Toronto get the senior practice group together a couple of times each year. We’re planning on it, Carol!

Bruce Stock, APR, FCPRS, dropped in on Kathleen Garrett, APR, and the APR study group that had hived themselves off for some exam preparations. He told our APR candidates of his experience as an Oral Examiner in the CPRS Accreditation Program several years ago, revealing that he and the other two examiners had given a perfect score to a candidate. Bruce wanted to impress upon our candidates that, a) it could be done, and b) the key was that the successful candidate was concise with her answers. This APR candidate had spoken succinctly and with purpose and when she was done, she was done. It was great to be in on this particular interaction that will hopefully serve as some inspiration for the CPRS Toronto candidates who are now into an extremely intense part of the accreditation process.

The members heard brief updates from their Board members, learning about our current priorities and numerous upcoming events. These Board reports generated great follow-up discussions with our members and sponsors. I spoke with Emmanuel Caisse with CEDROM-SNi on his way out, for example. He had already connected with our Board liaison to sponsors, Laurie Smith, and was deeply engaged in exploring ways to meet our members’ professional needs.

This event has also jump-started our member volunteer network once again, to the delight of Board members Parm Chohan, who is coordinating volunteer placements with the Board’s working committees, and Jenn Heyes, who heads up our student leadership team.

CPRS Toronto President Vincent Power, APR, had a lively chat with a group of student members who were amused when he told them to be sure to pull their weight in group assignments at school. Vincent advised the students that PR school stories travel far and wide and could ultimately affect their employment. Our new student members were shocked and somewhat horrified to hear this but soon realized that they could relate. According to the students, the time spent on group assignments is the hardest time to like your fellow PR students.

We also heard from members who were unable to attend. Perhaps my favourite exchange was with Andrew Clarke who sent his regrets but didn’t forgo his opportunity to network. Andrew asked us for some support to get in touch with members who, like him, are giving leadership to social media and community relations strategies. We have since offered Andrew some contacts to get started.

Judging by what you said, I think we were successful in providing an appropriate and meaningful networking opportunity for our members at this event. I hope we also adequately conveyed our appreciation for your continuing member support of CPRS Toronto.

The final word here goes out to CPRS Toronto members Amie Zimon, Jessica Delaney and Jenn Heyes who answered our call for volunteer support at this event. Given the number of members who attended, they certainly had their hands full in terms of handling the social graces while also helping to ease our new members into the CPRS family. You did a truly admirable job. Thank you.

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Case study: MAVERICK Public Relations and the People for Good campaign
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By Liza Butcher

On April 26, 2012 the Canadian Public Relations Society Toronto (CPRS Toronto) congratulated the PR industry’s elite at the annual Achieving Communications Excellence (ACE) Awards gala.

The ACE Awards gala was full of celebration for winning campaigns, including MAVERICK Public Relations’ People for Good campaign, which picked up a bronze ACE Award for Best Use of Media Relations in the Under $50K category.

I had the pleasure of speaking with Kirsten Walkom, Senior Consultant at MAVERICK Public Relations, to discover more about the success around the People for Good campaign and the ongoing buzz and excitement spreading throughout Canada.

Can you tell me about your winning campaign? What was the objective and why was it so successful?

Each year MAVERICK Public Relations works with a variety of probono clients, including People for Good, founded by Mark Sherman of Media Experts and Zak Mroueh of Zulu Alpha Kilo.

The People for Good campaign was launched through a multifaceted creative advertising program, beginning with interest-sparking advertisements and week-long whisper campaign targeting citizens and media in major Canadian cities, including Toronto, Vancouver, Edmonton, Calgary, Montréal and Halifax.

MAVERICK Public Relations and the People for Good campaign chose extremely engaging, interactive messages and images, with the purpose of challenging Canadians to be nicer to one another. Some acts of kindness suggested were smiling at a stranger; giving up your seat on the subway, bus or streetcar; while on Facebook, just pick up the phone and give your friend a call; and cutting grass or shoveling snow for your neighbour.

The success of the People for Good campaign was tied directly to the media coverage and creative strategy of the campaign, including outdoor, interactive, print, guerrilla and online advertising, and the engagement, positivity and interest of Canadians to be kinder to one another.

Since the launch of the People for Good campaign, Kirsten has continuously been receiving inquiries about how individuals can start a People for Good campaign within their own towns, communities, schools and other public places.

How did winning an award contribute to the agency’s brand?

MAVERICK Public Relations has had a great year, not only winning a bronze ACE Award for Best Use of Media Relations in the Under $50K category, but also winning an ACE Award for Best Use of Special Events and the International Association of Business Communicator’s (IABC) Small Agency of the Year award.

The success of winning an ACE Award has had a positive impact on the agency’s brand. The awards have helped MAVERICK Public Relations in market differentiation and raising their company’s profile, leading to the growth of existing relationships, helping attract new business and positive acknowledgement by peers and the public relations industry.

What inspired you to submit?

MAVERICK Public Relations knew they had something interesting, unique, thought-provoking and engaging which was proven in their results. The results proved that by utilizing the creative possibilities of the advertising world, social change was possible.

What were the challenges associated with submitting an award?

The process of submitting an award was fairly straightforward and gave the team a great opportunity to reflect on the campaign and really pull all the work they did together into a cohesive submission.

The only challenge mentioned, as many in the industry can relate to, is time can be a scarce resource, however Kirsten and her team are passionate and dedicated to the People for Good campaign and made time to submit.

What were you sure to include in your binder?

MAVERICK Public Relations was sure to include coverage from all mediums, including social, digital, print, and broadcast. In addition, MAVERICK Public Relations included numerous key messages, planning and tactical documents, which confirmed their strategy and how their approach led to the successful results expected by their client.

Also including the binder was Media Relations Rating Points (MRP) reports to give the judges a clearer picture of how MAVERICK Public Relations met their objectives.

How did it feel to receive your award at the gala?

Receiving an ACE Award was exciting and pleasing for the whole agency and the campaign team. “It was like the academy awards,” said Kirsten.

What advice would you give to other entrants?

Take a chance and be positive. It is a time commitment, but is a lot of fun to reflect and celebrate the success of the work done.

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How will you stand out from other PR job candidates?
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Looking for answers about Toronto’s job market and want to better understand what local employers are looking read more

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Top 10 reasons to get out and meet more people
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We know you’re busy but did you know that getting away from your desk can solve your problems and re-energize you? Here are 10 good reasons to leave your desk and network with colleagues at the CPRS Toronto season opener on Thursday, September 27:

  1. Discover technical solutions to reduce your volume of work.
  2. Find a mentor to guide you into leadership roles.
  3. Renew professional contacts so they’ll be there for you the next time you need a boost.
  4. Connect with innovators in your practice area.
  5. Find new talent for your team.
  6. Share practice problems with colleagues who understand what you do.
  7. Pick up a lead to a new client, consultant or supplier.
  8. Talk to people who do things differently and get you thinking in new ways.
  9. Speak with an association leader to find out how you can get involved.
  10. The quality of the people is high and the cost is NIL.

See also three networking traps to avoid and join us at the CPRS Toronto season opener. Registration is required.

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Networking tips: Get more out of our events
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Here are three tips to help you get the most out of our season opener on Thursday, September 27:

Know your objective. Would you like to make new contacts in your practice area? Are you looking for business intelligence or leads? On the hunt for an internship or job?

Work the room. Stay in any one group long enough to meet its members and establish the subject in discussion. If the topic is not right up your alley, bow out politely and move along.

Exchange business cards. Offer your card when you find a fit. Or, if you do not have a business card, inquire about the option to take a card from your new contact. Remember to follow-up afterward, too!

Further reading: Networking mistakes you don’t know you’re making, Networking is to easy as shouting is to quiet.

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Introduction to mobile marketing
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Members seeking to learn about communication to mobile platforms will want to take part in MarketingProfs’ free webinar, Mobile Customer Path: From Click to Conversion. Sign up today for this free event scheduled for early August.

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Be a better researcher
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Google is offering a course in online research that will strenthen your research skills.  Build your knowledge while completing a series of lessons and earn a learner certificate. It’s free so why not sign up?

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Chance to win: Call for professional development topic suggestions
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Attention CPRS Toronto members! We would much appreciate your feedback about topics of interest for professional development this year.

CPRS Toronto is offering members an exclusive chance to win one free pass to the next CPRS Toronto PD event for those who submit their suggestions to the following questions:

1. Which professional development topics are of most interest to you?
2. Do you have any recommendations for esteemed public relations/communications practitioners located in the Toronto-area to lead a PD event this fall?

Please submit your suggestions to Christina Stefanski, CPRS Toronto Professional Development Chair at christina_stefanski@sony.ca by July 31, 2012 to be entered for your chance to win one free pass to the next CPRS Toronto PD event in the fall.

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Adrienne Batra shares four pieces of advice for communicators
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By Danielle D’Ornellas 

Members can view an archived version of this May 29, 2012 presentation (length 45:30) by Adrienne Batra, Comments Editor, Toronto Sun and former Press Secretary to Toronto Mayor, Rob Ford in the members’ only blog.

On Tuesday, May 29 Adrienne Batra spoke to CPRS Toronto members at the Annual General Meeting, an audience that was as hungry for anecdotes about Mayor Rob Ford as they were for appetizers. Being the natural public-speaker that she is, Batra was more than happy to oblige, but with her varied work experience she also provided the audience (which comprised of students, volunteers and board members alike) with tips that were relevant for communicators at any level.

Batra shared advice in four key areas that resonated with me. She also provided examples of how they were reflected in her career.

 1. Always accept a challenge

People don’t enter public relations because they think it’ll be easy, but Batra’s career was particularly challenging from the start. She joined the Canadian Forces and it was during her six years in the army when she rose to the rank of Lieutenant that she cut her teeth in public affairs. One of the most challenging controversies she had to deal with in that position was speaking on behalf of her squadron during the Somalia Inquiry.

 2. Be ready to move quickly

The 24-hour news cycle waits for no one and sometimes you just have to be the one to bite the bullet and press the issue. When Batra was a member of the Canadian Taxpayers Federation, she played a role in the resignation of Winnipeg Mayor Glen Murray. After a media appearance where Murray declared his intention to run for federal office while still retaining his position as mayor, Batra sent out a press release asking for his resignation. She sent it within 30 minutes of his announcement and completely took over the news cycle. Murray resigned his position the same day.

 3. Get in front of the issue

Before she was approached to work for the Rob Ford campaign Batra had recently moved to Toronto and had a new position — stay-at-home mom. Within a week of starting her work with Ford she was already working at full-speed putting out fires. And just what was her strategy for dealing with a client who speaks his mind quite freely? Getting in front of the issue every time. Whenever a story about Rob Ford emerged Batra would take ownership of the story. Her straightforward manner and no-nonsense approach complimented Ford’s spontaneity, which was reflected in the polls.

 4. Know when to move on

Public relations thrives off of new blood. People are constantly switching sectors, changing agencies or striking out on their own. It’s just part of the industry and Batra experienced that itch first-hand. As amusing as she made her time with the mayor out to be, it clearly wasn’t all fun and games; it was a burnout job. She was working for a man who took pride in having a staff half the size of his predecessor, all the while providing them with more work to do. And despite Batra’s best intentions and strategies, she was fighting a daily battle on all sides to represent her client. At some point after being offered a position at the Toronto Sun Batra made the decision to return to a life of reduced notoriety to spend more time with her family and so far hasn’t looked back.

Ultimately, when it came to her time working for Rob Ford Adrienne Batra’s overall strategy was that success in communications comes down to ownership, whether that ownership is over the issue, your client’s reputation or your own career.

 

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