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Written by: Carolina Salinas, public relations and corporate communications graduate, Professional Development Inclusion & Equity Co-Chair, CPRS Toronto.

Are you curious about what the role of public relations is within libraries? We bring you part 2 of our series “The Role of Public Relations within GLAMs during the COVID-19 lockdown.” This time, we interviewed the Director of Communications, Programming and Customer Engagement at the Toronto Public Library.

Toronto Public Library (TPL)

Did you know that Toronto has the largest public library system in North America, with 100 branches, including two research and reference libraries, as well as one of the most used e-collection in the world? These libraries contain a wide range of material, such as books, magazines, digital archives, e-books, e-magazines and audiobooks, among other material. What you may find surprising in this digital era is that the libraries still receive over 18 million visitors each year.

Public relations role is crucial to promote a library’s content and services. In an interview with Linda Hazzan, Director of Communications, Programming & Customer Engagement for the Toronto Public Library, she mentioned that public relations play different roles within the library sector, depending on their needs.

“In our department, we have a few different functions. We have the traditional marketing communications roles, and we also have the equally important strategic communications and stakeholder relations roles, with the public relations function sitting within that division. This team really focuses on telling the library’s story proactively, as well as managing our communications reactively. Issues management, crisis communications and public and media relations all support our reactive and proactive communications.”

Hazzan added that TPL’s public relations role supports its marketing communications’ promotion, advertising and brand building.

“We build public relations into our marketing plans so that we can proactively reach out to influencers and other stakeholders who can tell our story and support our awareness-raising and promotion goals.”

Hazzan also mentioned that as a public institution, the public relations role within TPL is really about supporting their ability to be transparent and accountable.

“When I talk about telling our story, it is certainly about making people aware of who we are, what we do and why we matter; but it is also about making sure that we are held accountable to the people who we serve. This is important as a public sector organization. I also think that public relations can be used as an advocacy tool, which is a significant role for a library or public institution to play, particularly around funding and communicating organizational value. In a for-profit organization, public relations is often used to help generate revenue. For a public service organization, public relations helps us communicate the value we deliver to our constituents.” 

TPL is a public institution that continues to offer its services to all Torontonians. Although TPL had to completely shut down its physical locations during the first lockdown due to the COVID-19 pandemic, its digital services continued operating, and are rapidly increasing in popularity and use.

 When the first lockdown started in March 2020, TPL had to monitor regulations from the province to keep offering its services based on protocol measures and the health and safety of Torontonians. Over the summer and fall, as provincial regulations slowly lifted, TPL was able to reopen almost all of its 100 branches with modified services and maintaining strict conditions to avoid spreading of the virus. 

According to Hazzan, the first lockdown was certainly a challenge to communicate all of TPL’s service changes. Despite conveying this information through digital channels, unfortunately, not everybody accessed this information ahead of time. As part of its communications strategy, the TPL made use of their physical channels, including staff, signage with partners and coordination with the City of Toronto to get their messages out. She added that internal communications had also been a key element in their ability to support effective communications with the public as well.

“As a library, we do emergency planning as a regular exercise, so when the pandemic hit, our emergency and business continuity planning was operationalized. This included standing up our Library Operations Centre, which coordinated our efforts City’s Emergency Operations Centre. This planning and coordination was critical to our success, and was invaluable to our information gathering, information sharing and ongoing communications with all of our stakeholders,” said Hazzan.

Managing disruptions, the unknown, and the ambiguity is something that everybody is currently dealing with due to the pandemic. As any organization, according to Hazzan, the key is doing as much planning as possible, keeping in mind the factor of change within the safe delivery of the TPL’s services, while also taking care of TPL staff.

Written by: Laik Sweeney, SSC President and University of Guelph-Humber student

Madelynn Vahrmeyer is a student representative for the Humber Post-Graduate Public Relations program and an Assistant VP, External. Madelynn stepped up last semester to help take on the new challenges a virtual world imposed on the Student Steering Committee.

*Responses have been edited for clarity. Watch the full interview here. 

Why did you get into PR and why did you take this post-grad program? 

I’ve had a roundabout journey to PR. I wasn’t very fond of math and science, so I automatically put myself in an “I’m going to be a creative person” box and went to media production at Ryerson. However, I quickly found out that wasn’t for me, and I gravitated more to the strategic writing assignments. I moved home after my first year at Ryerson, and I ended up going to Brock University, and I did Business Administration for two years. I did not feel like that was for me either. I was feeling very lost at this point as I hadn’t fit into the creative or the business side of things. 

A lot of the marketing courses at Brock were shared with the program called Corporate Communications. I would meet with people in these classes and they would say, “You should join our program, it’s like business without the math.” And I thought that sounded perfect. I ended up finishing my undergrad at Brock in the communications program. It was there that I finally felt like I was in the right place. I felt passionate about what I was doing which just made the work naturally easier. 

In my final year of the communications program I had a PR course—loved the content, loved the professor. I graduated that year through the pandemic, and I thought it would be good to go back to school and invest in my education, so I started looking into PR programs, and Humber stood out to me. So I did the interview, and when I heard back that I had gotten in, I was overjoyed. 

What are your next steps? What niche do you find yourself leaning towards in the PR industry? 

The internship that I completed this summer was marketing focused, so I’m really excited to do a PR internship and get experience in that area. I’m personally leaning towards agency, more lifestyle type of work, but I’m also really passionate about women’s rights so I’m looking at agencies that do a bit of both (like with nonprofit but they do some lifestyle brands).

You have shown leadership with the SSC. Stepping up as a student representative into your assistant VP role, I’d love to know your experience and how it’s been for you. 

I was thrilled, first of all, to become a student rep for the SSC. One thing I always regretted through my undergrad and even during high school was not being on a student committee and being involved. I was so happy to come on the SSC. I’ve loved working with the ladies on this team. Everyone just wants to support each other and everyone and is so understanding of the crazy times. So, it’s been a really great support system. 

What’s your advice for students coming up into the PR industry? 

I have two pieces of advice. My first is don’t put yourself in a box. It’s something I did, which kind of put my off track in the beginning of my post-secondary education. Don’t think you’re restricted to one type of PR because there are so many things you can do with PR. There’s PR practitioners in government, agency, non-profits, and more. 

My second piece of advice is to network. The best and more effective way to figure out what you like is to talk to people who are doing it now. Ask about their day-to-day, ask them what they like and dislike about their job just to figure out if you can see yourself doing that and if that’s something you want to pursue. I’ve found people are really willing to connect and talk.

Written by: Kaila Currie-Bartlett, public relations graduate, Event & Project Specialist, Fluid & Digital Communications Coordinator, CPRS Toronto

2020 was a year that tested and challenged each of us. There’s no denying that the uncertainty of COVID-19 and the drastic changes to the way we live our everyday lives impacted our mental health. 

When the pandemic hit nearly 11-months ago, no one thought we’d still be here in 2021. At first, this transition had clear silver linings; no morning commute, time to sleep in and minimal stress of getting dolled up to walk from your bed to your computer. But, as time passes and the return to office date gets pushed further away, it’s easy to get thrown from routines and tangled in the negativity that comes with craving normalcy. 

As we continue to navigate the pandemic and work from home for the foreseeable future, here are six ways you can prioritize your mental health in 2021.

1. Establish work/life boundaries

Since our homes have become a space of working and living, it’s easy to feel we need to be working or productive at all hours of the day. But taking a step back to pre-COVID-19, did we feel this way?

Finding time to disconnect from your computer and work is not only crucial for your mental health, but also for overall productivity. This includes finding a balance during your work day to step away from your computer for a break. Research suggests incorporating breaks between 10 to 15 minutes will help you come back refreshed and allow you to be more productive throughout your day.

2. Create and maintain routine 

A great way to establish work/life boundaries is creating and maintaining routine to differentiate your time between the two. Productivity experts state that maintaining consistent aspects of a daily and weekly routine during a time of crisis allows you to feel productive, in control and centred.

Some suggestions to creating a routine include scheduling daily and/or weekly to do’s like walking, working out or stretching, journaling, connecting with family/friends and even just making yourself a nutritious breakfast. Another strategy for holding yourself accountable is to set goals related to the routines and habits you are trying to instill. For instance, this can be as simple as journaling once a day for an entire week or scheduling a specific time to connect with family every week. 

3. Set up a dedicated workspace

Numerous work from home experts have noted that having a designated workspace, similar to your office will help you be more productive and efficient. According to Dominick Miserandino, CEO of Inquisitr Media, a great way to accomplish this is to have a clearly defined space and/or environment that you associate with work, one that allows you to get into the proper mindset to take on your day.

There’s also evidence suggesting that setting up and tearing down your work setup daily is crucial to reinforcing a work/life balance. This routine will simulate a shortened version of a commute and create a clear ritual that indicates starting and more importantly ending the work day.

4. Dress to impress – look good, feel good, perform good

Putting on a designated work outfit each morning, further reinforces that you’ve started the work day. The added benefit of wearing clothes you’d actually wear to the office heeds to the adage of ‘look good, feel good, play good.’

One of the silver linings of working from home and online video meetings is that you are able to dress professionally on top while keeping your comfortable sweats out of the view of your colleagues or clients. As referenced by the Wall Street Journal, think of dressing for your work day as a business mullet: normal up top and party below. 

5. Move your body

We’ve heard it plenty before COVID-19, but it’s time to move your body. Whether it’s a walk, run, weightlifting or an online workout class, regular movement of your body and daily exercise, even as short as 30-minutes, has incredible impacts. 

As noted by the World Health Organization #HealthyAtHome campaign, the list of benefits you experience from regular exercise include improved blood circulation and muscle activity, reduced stress, diminished feelings of anxiety and depression and most importantly, keeping your body running at optimal health.

Many gyms and studios have pivoted their classes online to help you move from home with reduced membership rates. Youtube also has endless access to free classes. 

6. Find something to be grateful for each day

This past year has caused once in a lifetime experiences (candidly speaking not many positive ones). To counteract these trying times, research has suggested looking to find gratitude in each day. One way to do this is to look at the lessons learned throughout COVID-19 and apply them to our everyday lives. For example, finding silver linings (similar to the beginning COVID-19) in the difficulties caused by the pandemic can help us feel more grateful as we navigate 2021. 

Moreover, by practicing this small act each day, there are several benefits to both our physical and mental health; an improved immune system, a reduced risk for mental health issues, and an increased ability to handle everyday stressors.

In whole, with the recent announcement of the extended lockdown, it’s important to note that we’ve navigated this storm already for a year and we are fully capable of pushing forward. For 2021, we encourage you to make mental health your number one priority. 

Within the CRPS Toronto community, board members regularly encourage normalizing conversations surrounding mental health and wellbeing within our sub-committees. We encourage you to check out the City of Toronto free mental health support resources at the link below. As well as an FAQ from the Centre for Mental Health (CAMH) and Crisis Service Canada.

City of Toronto COVID-19 Resources

Crisis Service Canada Resources for Marginalized Communities and Allies 

Centre for Mental Health COVID-19 FAQ and Additional Resources

Coping with COVID-19

Written by: Michelle Dias, vice president, CPRS Toronto

As I write this The Brandon Gonez Show launch party on Instagram live has just concluded with almost 2,000 live viewers from the Toronto-area locked in to feel and experience the upcoming show’s excitement. It’s the eve of his new YouTube show and he is celebrating the kickoff with federal politicians, celebrated athletes, as well as, recognizable Canadian celebrities, such as Jagmeet Singh and Tessa Virtue. There is something about the charisma of Brandon Gonez that shines through the Instagram Live as I listen to guest speaker Marci Ien comment, “I love you, I love you”, as she congratulates Brandon on his first show. I had the opportunity to speak to Brandon this week and talked to him about why he decided to launch the show.

Earlier in the year, when Brandon announced he would be leaving Bell Media’s 24-hour News Channel CP24, it was a shock for his devoted fan base; fans that follow him across channels on TikTok and Instagram to see his unique take on the day’s events. But for Brandon, the new show marks an opportunity for him to share his voice and call to attention issues that he feels are not covered in today’s popular media. In my interview, he highlights that there is an issue in today’s media landscape, especially in the greater Toronto area as TV-viewers only have a handful of news outlets providing us with daily perspectives. As a native of Brampton, he hopes to be the voice of those who feel marginalized and not represented in the media today.

Early in the interview, he comments that he is “betting on himself” and feels like it is the right time to not only start up his show but also Gonez Media. With sponsors such as Hennessey and Seneca College, his sales team has already built up avenues to create sustainable, well-produced content.

So, what can viewers expect? The show will be delivered on YouTube weekly and focus on four different segments, the first segment is, “News you can use”. In Brandon’s words, this segment is for people who can’t sit down at the TV daily and listen to the evening news, this will be condensed bite-sized information. The second segment “Open and Honest”, is for candid interviews, with athletes or local celebrities. This segment will give viewers backstage access to the views and opinions of individuals they admire.

As described by Brandon, he is having a hard time pulling the third segment, “Your Voice” together because of the pandemic. The concept of “Your Voice” will be to cast light on issues, and experiences of everyday citizens. And the last segment will be a welcomed relief for Toronto-audiences, a “Good News” segment focused on positivity.

Listen to the full interview recording here.

For more information about Brandon’s show and to view the segments check out his YouTube channel.  

By Ravjeet Singh, Student Representative, Ryerson University 

We hope you’ve come back from the winter break relaxed, reset and recharged for the new year. Mark your calendars because the Student Steering Committee is kicking off 2022 with an exciting lineup of events just for you!

January 13 – #GetHired: how to build a knockout internship application

New year, new resume? Are you ready to embark on your quest for internships? January is typically when recruitment for summer opportunities begins.

If you want to make sure your application makes it to the final round, join us on January 13th at 6 p.m. on Zoom to brush up on your application and hear from a panel of HR experts who will talk about all things resumes, cover letters and LinkedIn profiles ahead of your internship quest. Make sure you register to secure your spot!

January 25-27 – Passport to PR (P2PR)

Our much-awaited bi-annual P2PR event will take place from January 25th to January 27th on Zoom from 6 p.m. to 8 p.m. During the three-day event, students will get a chance to learn about a variety of interesting areas in PR each day: 

• Day 1 (Jan 25): Influencer relations
• Day 2 (Jan 26): Consumer public relations
• Day 3 (Jan 27): Government relations

Experienced PR practitioners will join us for the event to discuss all things PR, including providing an inside scoop on what it’s like to work at some of Toronto’s most celebrated PR organizations. Spots fill up fast for this event, so grab your ticket before it’s too late!

February 15 – Ask the Interns

In February, we are bringing back the ‘Ask the Intern’ virtual chat event on popular demand, where you can ask a panel of interns all of your internship-related questions. Each intern will also be taking over our IG @cprsstudents for a day to show students a day in the life of a PR intern and interact and connect with you. More details to come. Stay tuned.

Throughout the year, SSC will be hosting exciting and engaging IG live events such as Trivia Tuesdays, Wellness Wednesdays and Instagram Story takeovers. Here, you will get a chance to interact with inspiring PR professionals and ask industry-related questions, so keep an eye out! 

We’d love to know what you want to see from the SSC in 2022. We’re conducting a short survey to inform our content strategy. Take 5 minutes to answer our questions and have a chance at winning a $25 VISA gift card.

Lastly, don’t forget to follow us @CPRSStudents on Twitter, Instagram and now TikTok to keep up with all things SSC and CPRS Toronto.

By: Michelle Dias, vice president, CPRS Toronto

I’ve seen the dumpster fire ornament flash on my Instagram and Twitter feed a few times this holiday season. The cheeky decoration is supposed to represent the “colossal mess” that has been 2020. A seemingly endless blaze fueled by the pandemic, protests and online feuds. On the flipside, the dumpster fire ornament represents the humour and purging seen in 2020, we have witnessed the best of humanity and old wrongs being exposed. 

What were some memorable “calamities” and how can they be made right? 

The US-Elections – Four Seasons Total Landscaping 

Going into 2020, we knew that the US-elections would take centerstage because of President Trump’s bombastic rallies and Americans’ cries for change. What some of us didn’t anticipate was the four-day election result reveal which left us mesmerized by John King’s deep knowledge of all (or what seemed like all) of the townships, counties and cities on his smart-screen electoral map. MSNBC’s Steve Kornacki’s GAP KHAKIS also saw a 90 per cent surge in sales post-election. Talk about influencer marketing! There were memes, jokes and many calamities that came from the election, but none more memorable than the post-election press conference by the Republican Party at Four Seasons Total Landscaping hosted by a disjointed Rudy Giuliani. As the story goes, a Trump-staffer intended to book the presser at a Four Seasons Hotel (which would have been a more appropriate venue). Nonetheless, the parking lot venue between a sex shop and crematorium is more ironic and maybe more fitting. 

There’s no easy PR “fix” for the US-elections. I predict we will see election reform, and a reinvention of the GOP. Fingers crossed.  

Black Lives Matter – Jessica Mulroney vs. Sasha Exeter 

The death of George Floyd at the end of May resurged global conversations about racial divide. We witnessed hundreds of protests internationally calling for reform, action, and education. Learning and listening swept corporate settings and social channels as individuals spoke their “truths” about racism. Toronto-based socialite and former TV-wedding planner, Jessica Mulroney, made the deep misstep of sending a string of offside messages to Toronto-influencer, Sasha Exeter, after Exeter’s public plea for others to share messages in support of diversity and the BLM movement. Exeter was speaking her truth and was left overshadowed by negativity. From there, Jessica’s contracts and various commercial deals ended. The learning here is for some a tough pill to swallow – on social media we are quick to be social-pundits, commenting on everything and offering our opinions. Instead, it’s better to pause, listen and reflect and essentially check yourself before you wreck yourself. 

Awkward federal politics 

The Canadian government’s response to COVID-19 has been swift and supportive. At the start of the pandemic, the daily reassuring press conferences at the Prime Minister’s residence on Sussex Drive delivered and exemplified the key message of, “stay at home”. CERB and CEWS were deployed to many businesses and individuals while national benefits and programs were quickly put into place. 

There were a few awkward steps throughout the year on a federal level. At the end of August, Andrew Sheer delivered a 13-minute cringeworthy exit speech at the Conservative National Convention. A convention already riddled with technical bumps and virtual delays, Sheer’s “swan song”, was a tirade of complaints while it should/could have been a positive rebirth of the party. The Liberals also fumbled and managed to stir up criticism when issuing a report on new Conservative party leader, Erin O’Toole, for a meeting that didn’t occur. This left Canadians questioning the ethics and “politics” at play during these leadership meetings. 

With days left of 2021 we can only hope for the best in the new year, or at least a fire extinguisher big enough to put out the dumpster fire. 

Written by: Laik Sweeney, University of Guelph-Humber Public Relations student and Internal Vice President, Student Steering Committee

Lauren Eakins is the 2020 Student Steering Committee Vice-President, External and a third-year student in Humber College’s Bachelor of Public Relations program. She is an avid lover of social media and leads the social media team at the SSC. Lauren is also passionate about social justice, diversity and inclusion.

*Responses have been edited for clarity. Watch the full interview here.

Tell me about your journey into the PR industry.

I can date my journey in public relations back a long time. Both of my parents are graduates of the Carleton University Bachelor of Journalism program. They made the transition from journalism into public relations when PR was becoming more prominent. I always knew that PR was what I wanted to go into, and I always had a knack for communications.

I started my journey by going to the University of Ottawa in 2017 for their bilingual communications program. However, it was not what I expected. So, I completed my first year but then decided not to go back because it wasn’t for me. I ended up applying to Humber’s program two days before the semester started and got accepted. So, that’s how I got into the more specific public relations program, and I love it. It’s very hands-on, and I’m learning the nitty-gritty content that I was hoping to learn when I first embarked on my post-secondary journey.  

What do you think is the most valuable part of your role as SSC Vice-President, External? 

I love building personal relationships and using my interpersonal skills. My favourite part of my SSC experience has been meeting all of these boss women, who are all students and have great aspirations and goals. They are all really focused on pivoting the public relations industry during these COVID times we are enduring right now and just have the want and need to make a difference. Making those connections with fellow students has been amazing. 

Where do you see the public relations industry going in the future?

I feel that we are in a pivotal time right now. The public relations industry is headed down a road that is going to focus on community relations and focus on how audiences from the communities provide the insight that public relations practitioners are really looking for. We are straying away from traditional forms of media that are more one-way streams and starting to engage in an era where communications are more interactive between brands and companies and their customers. I’m looking forward to the way that we are going to be able to foster these communities and figure out different ways to communicate with them.

You have expressed an interest in working in social justice. Could you touch on that? 

I can date my passion for social justice to one point. I was at my grandma’s house, and I remember hearing about the Trayvon Martin murder trial and about George Zimmerman being on trial and then getting off. I was young at the time, probably around 12 years old. I remember feeling a lot of outrage, even before the Black Lives Matter movement, I remember having the thought, “Why are Black lives not valued in America?” Canada has these problems as well, they just aren’t shown as much through media outlets. These problems exist all over the world. I’m a white woman, and I don’t suffer the injustices that the Black community suffers. I think it’s important to be an advocate for them and an ally.

What’s your biggest piece of advice for public relations students?

Get involved if you can. I spent my first two years pondering the thought of “what can I do to get my foot in the door in public relations?” It wasn’t until my third year that I heard about the SSC. I got involved. I got my foot in the door. I was honestly down on myself, I never thought I would be considered for the Vice-President position, but I got it. It has helped boost my self-confidence, helped me feel more productive and made me feel more valued as a public relations student. My biggest piece of advice is to get involved, be fearless in your pursuit and follow your passions within public relations. It’s such a wide industry with so many things in it, so follow your dreams. 

Written by: Laik Sweeney, University of Guelph-Humber Public Relations student and Internal Vice President, Student Steering Committee

CPRS Toronto’s Student Steering Committee recently hosted Virtual Passport to PR—one of the most highly anticipated events of the year. While Passport to PR is traditionally an in-person visit to agencies and organizations in Toronto, it had to be adapted to the new normal of the virtual world. 

The online event featured nine organizations with various professionals to speak to the best and brightest PR students, giving them the opportunity to connect and learn about some of the top workplaces in Toronto. The three-day event took place over Nov. 25 to Nov. 27, where students logged into Zoom to learn from and talk to 18 different speakers from nine organizations about their companies, work history and, of course, how the pandemic has affected businesses across the GTA. 

If you missed the event, here are our top takeaways from each organization:

Day 1

Craft Public Relations 

• Learn how to write concisely and proofread your work. Writing is a learned skill, so keep practicing and improving. 
• Be adaptable. You should be flexible to change your work and writing depending on the client and manager.
• Craft’s start-up mentality allows them to be quick, nimble and agile with results. 

APEX / Ruckus Digital 

• Become a news junkie early. News and media monitoring is critical in entry-level jobs.
• Learn to pivot (check out their podcast on the topic). 
• Top qualities of students and interns: be curious, have a do-anything attitude, be organized and flexible.

Weber Shandwick

• Don’t be scared to learn new things. Different skills complement one another. If you specialize in something but want to try another job function, just ask!
• Starting your career agency-side is beneficial because you’re exposed to many things all at once. You get to learn what you like and don’t like faster than working brand-side. 
• Work culture is essential. Having a fun workplace not only makes you happy but increases work performance. 

Day 2

Edelman

• Be proactive! It makes you stand out when you’re confident and recognize how you can help your manager. 
• Trust is more important for brands now than ever before. The Edelman Trust Barometer can help you gauge trust in various industries. 
• Find ways to facilitate connections online. Learn from those in the industry during school or while interning to advance your knowledge. 

MLSE

• Be versatile. Be ready to take on any challenge that may arise. 
• Be a self-starter and be willing to learn and grow within your role. 
• Be organized! Finding an organization method that works for you is crucial. Whether it’s writing things down or adding to your google calendar, you need to stay on task. 

Rock-it promotions

• Be nice to everyone because the industry is small and you will have to work with your competitors. 
• Running a business and being an entrepreneur means sacrifice. 
• Be passionate. Interns who are passionate stand out against the rest. 

Day 3

Veritas Communications

• Say yes to every opportunity. You will learn what you love to do when you try out new things. 
• Ask questions, and don’t be afraid to put your hand up. 
• Veritas is not a “one size fits all” agency, so you can learn and grow at your own pace. 

NATIONAL public relations

• If you want people to get engaged, you need to learn about the conversion funnel.
• Digital is playing a more prominent role in public affairs and advocacy sectors. 
• Public affairs is the collaboration between slow and fast public relations practices. 

NKPR

• Don’t follow trends. Set them. 
• Every campaign is different and unique but will have key pillars (e.g. media relations, influencers, ad campaign) to creating a brand moment.
• Be eager to learn. 

As mentioned by our speakers, relationships are an essential part of their job. Networking, especially as a student, is crucial and Passport to PR gave attendees the opportunity to interact with agencies all over Toronto. Networking opportunities like Passport to PR make these connections that will help students land their dream jobs and connect employers with the most passionate and ambitious students. While networking virtually can be difficult, the SSC is proud to help facilitate the connections between students and professionals. 

CPRS Toronto’s Student Steering Committee thanks all the participating organizations for taking the time to speak to future PR practitioners. Thank you to Craft Public Relations, Apex PR/ Ruckus Digital, Weber Shandwick, Edelman, MLSE, Rock-it Promotions, Veritas Communications, NATIONAL PR and NKPR—without whom none of this would be possible. 

If any students missed out on Passport to PR this year, you will have another chance to attend in 2021! Follow the SSC on Instagram and Twitter for updates.

Written by: Kaila Currie-Bartlett, public relations graduate, Event & Project Specialist, Fluid

The COVID-19 pandemic has brought significant changes to the live event industry. From cancelled events to our new normal, virtual events, organizations have had to strategically pivot to execute gatherings entirely online, while still meeting the needs of their attendees.

Since March, many organizations have embraced the virtual world as we’ve seen numerous creative alternatives surface. For example, organizers of some of the largest conferences, festivals and concerts have all found new ways to safely host events online while reaching their target audiences. Some organizations have even mentioned maintaining a virtual component to their events moving forward.

While live events remain on hold indefinitely and virtual events become the new norm, you may find yourself asking how can you ensure your event is successful? As an event host, how can you overcome Zoom fatigue in a time where many people are craving in-person event energy? How do you stay top of mind in a market that is rapidly evolving? 

In my role as an Event and Project Specialist at Fluid, I have hosted three large virtual events in the form of a gala, educational webinar and corporate holiday party. Keep reading to learn how you can host a successful virtual event in 2021.

1. Hire an event producer and/or advisor (when budget allows)

Many people feel that an event producer is no longer required when hosting a virtual event. People tend to treat the new virtual format as a creative Zoom meeting and fail to see the technical requirements (managing breakout rooms, video transitions, live and pre-recording content, show flow, etc.) associated with hosting a successful and engaging event.

By hiring an event producer and/or advisor you are bringing an experienced professional onboard who can provide you with the ins and outs of hosting a successful virtual event. This expert can also provide support in creating an appropriate show flow, manage the recorded and live content, as well as help everyone navigate this new world.

2. Be strategic with your event time and date

You are no longer just competing with a booked date in someone’s calendar. You are now competing with the everyday demands of attendees working and living at home. One of the biggest challenges with virtual events is getting someone back online after work, giving their full attention. 

According to findings from the Event Leadership Institute and Intrado, the average view time of a 60 minute webcast event is 31 minutes and a large percentage of attendees are more likely to tune into an event during the week as opposed to on the weekend. Although this is a major shift for the events industry, the two above findings are crucial to consider when planning your next online event. 

Although we are moving to shorter programing, one of the biggest advantages of a virtual event is the ability to broaden your reach to a completely new audience. You no longer have to consider only reaching those in close proximity to your venue. Instead, it’s time to consider increasing your event footprint and potentially expanding your event nationally or even internationally. With that being said, in order to take advantage of this, you must be mindful during the planning stages and consider other time zones. If this is not possible, consider making the event accessible post-event either on your company website or your social channels.

3. When possible, pre-record your content  

We all know what it’s like to experience technical troubles, whether it’s poor internet connection or sound drop off. Although these troubles are typically beyond our control in the virtual world, it’s important event planners take advantage of what they can, specifically, pre-recorded content. 

There are several benefits in pre-recording your program’s content including full control over message delivery, little chance of going off script and most importantly, the ability to deliver your message more concisely. 

With the average view time being only 31 minutes, pre-recording your content will allow you to keep to a tight show flow and ensure messages are delivered when the audience is most engaged. While it’s important to control your messaging with pre-recorded content, it’s equally important to have a host or facilitator who is live to keep the feel of an actual event and to keep the show moving forward.

4. Engagement and interaction remain at the heart of your success

No one wants to attend an event with just a bunch of talking heads. Now more than ever, attendees are longing for opportunities to engage and interact in safe but creative ways.

Fortunately since COVID-19 hit, virtual platforms have taken the industry by storm and continue to evolve almost every day with new engagement opportunities. Some creative strategies I have implemented are breakout rooms as ‘tables’ for cocktail hours or as speed networking sessions, polling, live question and answer periods, as well as social media walls.

In addition, to ensure your event meets the wants of your audience, I recommend creating your programming around the three F’s – fast (short, more concise programing), fresh and fun, in order to distinguish itself from an everyday Zoom meeting.

5. Get creative with your value-adds

Prior to COVID-19, attending the live event was the draw. Today and moving forward, much more thought has to go into value-adds to guarantee your attendees are tuning in and that the standards of your event are being met.

People are not looking for a box of miscellaneous swag. Instead, it is better to strategically consider the items going inside your box by connecting it to the program and/or organization, using the items inside as a tool for social sharing and a way to connect with your audience. A few creative suggestions include meal boxes, cocktail kits and event boxes delivered directly to attendees homes. Food vouchers are also an easier alternative and a great way to support local businesses. 

As we can see, despite having to navigate restrictions on gatherings and attendees comfortability, there are still many ways to host successful events and stay connected with our target audiences. CRPS Toronto hosts a wide range of events for its members on an annual basis. Learn more about the events hosted in 2020 including the Student Steering Committee’s  Virtual Coffee Chat and Fake News: Understanding the facts. Stay tuned for details surrounding our full lineup of virtual events happening in 2021.