MEDIA RELEASES

Silver

• Faye Clack Communications – Ontario Apple Growers’ Winter Apple Ball
• PRAXIS – The Courvoisier Collective: Artist Collective To Foster Community, Access to Space and Exposure for Bright Talent
• Strategic Objectives – The Creation of Koodonation: Canada’s First-Ever Microvolunteering Community
• Strategic Objectives – The Body Shop “Stop Sex Trafficking of Children and Young People” Petition

Bronze

• Environics Communications/Ontario Tire Stewardship – OARA Community Used Tire Events
• Paradigm Public Relations – TD Brings E-Recycling to Local Communities
• PRAXIS – The Pepsi Refresh Project: Creating Positive Change in Canadian Communities

Public Affairs / Government Campaign of the Year

Bronze

• Environics Communications/Kidney Cancer Canada – Kidney Cancer Canada Atlantic Campaign

Best Digital Communications Campaign of the Year

Gold

• NATIONAL Public Relations – The Vaughn Mills New Media Challenge: The Thrill of the Find

Silver

• Argyle Communications – New Transit for Toronto: The Eglinton-Scarborough Crosstown
• RBC – Royal Bank of Canada (Canadian Banking) – The Sales Experience Social Media Initiative

Bronze

• Edelman Canada – Cadbury Dairy Milk Buttons Launch: #CuteasaButton Moments
• High Road Communications – Brighter Life
• Strategic Objectives – Transat Holidays Vacationer for a Year

Best Use of Communication Tools

Gold

• Argyle Communications – WSPA Canada: Collars Not Cruelty

Silver

• Thornley Fallis Communications – Ontario Real Estate Association Image Campaign 2011

Brand Development Campaign of the Year

Gold

• DDB Public Relations – 2010/2011 APCOR ‘Real Cork Floors’ Campaign
• Temple Scott Associates – Clif Bar & Company Brand Building

Silver

• GCI Group – Barbie and Ken’s Reunion in Celebration of Ken’s 50^th
•  Narrative – Let the Saving Begin

Bronze

• Citizen Optimum L.P. – Back-to-School Program
• Narrative – Best Conversation Ever

Crisis or Issues Management Campaign of the Year

Gold

• Ontario Teachers’ Pension Plan – Responsible Investing

Silver

• De Beers Canada – Defending De Beers Canada

Student PR Campaign of the Year

Gold

• Cora Timofte – TelLaurentide Communications Plan

Silver

• Centennial College – Talk is Cheap 4.0
• Humber College BA Public Relations Class of 2015

Bronze

• Centennial College – Ugly Holiday Sweater Party

 

About the Canadian Public Relations Society Toronto

The Canadian Public Relations Society (CPRS) is a national organization that represents the profession of public relations through the establishment and maintenance of high professional, educational and ethical standards. CPRS Toronto was formed in 1948 and is one of the largest of 16 local member societies within the national Canadian Public Relations Society. The Toronto society represents more than 335 public relations professionals from agencies, corporations, government, non-profit groups and other Toronto-based organizations, and nearly 250 students from colleges and universities. Visit www.cprstoronto.com for more information.

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For more information, please contact:

cprs.ace.awards@gmail.com

Toronto, Ontario – The Canadian Public Relations Society Toronto will present its 19th annual CEO Award of Excellence in Public Relations to celebrate the growing importance communications plays in Canadian organizations. This year’s recipient is Dr. Robert S. Bell, CEO of University Health Network, which includes Toronto General Hospital, Toronto Western Hospital, Princess Margaret Hospital and Toronto Rehabilitation Institute.

Dr. Bell is internationally recognized as an orthopaedic cancer surgeon, clinician-scientist, educator and healthcare executive who has worked in Canadian healthcare for more than 30 years. He is a creative leader who is committed to University Health Network’s vision of achieving global impact, while working collaboratively to improve the performance in the Ontario healthcare system.

During his distinguished career, Dr. Bell has achieved an impact on the treatment of bone and muscle cancer patients in Canada and abroad through basic and clinical science as well as educating Canadian and international surgeons. He has contributed to improvement in the Ontario health system in the areas of Critical Care, Emergency Departments, Neurosurgery, and hospital physician care.

This past year, he has led University Health Network (UHN) through integration with the Toronto Rehabilitation Institute. The result of this process has been very positive and earned him the CPRS Toronto CEO Award of Excellence.

Mark your calendars and join us to commemorate this special occasion:

WHEN:  Tuesday, January 24th, 2012, 12 p.m.

WHERE:  Fairmont Royal York Hotel, Imperial Room

ADDRESS:  100 Front Street West, Toronto

TICKETS:  Contact Lois Marsh at 416-360-1988 or marshl@marsh-executive.com

The spirit of the CEO Award, first created in 1991, is to recognize communications excellence and to advocate that a successful CEO must be an excellent communicator who can express a clear mission and shared values with a broad range of stakeholders.

Past recipients of the Award include Mr. Jim Leech, CEO of Ontario Teachers’ Pension Plan, Robert Deluce of Porter Airlines, Galen G. Weston of Loblaw Companies, Frances Lankin of the United Way of Greater Toronto, Michael Budman and Don Green of Roots Canada, and Piers Handling of the Toronto International Film Festival.

The CPRS (Toronto) award is determined by a selection committee comprised of the society’s past presidents, all Accredited Public Relations practitioners, as well as some national past presidents. Members are encouraged to submit nominations throughout the year.

For more information or to schedule an interview, please contact:

Martin Waxman, APR, Chair CPRS Toronto
CEO Award Committee 416-569-0501 martinwaxman@gmail.com

Gillian Howard, VP Public Affairs and Communications, University Health Network
416-340-4838 gillian.howard@uhn.on.ca

ABOUT THE CANADIAN PULIC RELATIONS SOCIETY TORONTO

CPRS is a national association representing the public relations profession through the establishment and maintenance of high professional, educational and ethical standards. CPRS Toronto is one of the largest member societies comprising more than 600 members. The CPRS Toronto CEO Award of Excellence in Public Relations is generously sponsored by Marketwire, one of Canada’s foremost news distribution and communications services companies. The advisory is also available on Marketwire.

CPRS Toronto CEO Award of Excellence Criteria

The successful candidate will have demonstrated significant achievement in all or most of the measures of excellence during the previous year:

• Creating and delivering a vision that’s consistent with the goals and beliefs of the organization;
• Active member of the public relations team, and involved in media relations employee communications, shareholder and stakeholder relations;
• Fosters a climate which is sensitive to the needs and concerns of external publics;
• Involved in organizations and charities in the community;
• Has encouraged the development of a crisis communications plan and is familiar with it and/or has demonstrated excellence in handling an actual crisis;
• Operates with the highest professional standards of integrity and ethics.

Past recipients of the CPRS CEO Award of Excellence include:

• Mr. Jim Leech, CEO of Ontario Teachers’ Pension Plan (2010-2011)
• Robert Deluce, President and CEO, Porter Airlines (2009-2010)
• Galen G. Weston, Executive Chairman, Loblaw Companies Limited (2008-2009)
• Frances Lankin, President and CEO, United Way of Greater Toronto (2007-2008)
• The late Richard Bradshaw, General Director of the Canadian Opera Company (2006-2007)
• Michael Budman and Don Green, co-founders of Roots Canada (2005-2006)
• Wayne Sales, President and CEO of Canadian Tire (2004-2005)
• Piers Handling, CEO of the Toronto International Film Festival (2003-2004)
• Julian Fantino, Chief of the Toronto Police Force (2002-2003)
• Charles Baillie, Chair, TD Bank Financial Group (2001-2002)
• Dominic D’Alessandro, President and CEO, Manulife Financial (2000-2001)
• Bobbie Gaunt, President and CEO, Ford Motor Company of Canada (1999-2000)
• Diane McGarry, President and CEO, Xerox Canada Inc. (1998-1999)
• Allan Stark, President and CEO, American Express Company Canada (1997-1998)
• George Cohon, President and CEO, McDonald’s Restaurants of Canada (1996-1997)
• John Cassaday, President and CEO, CTV (1995-1996)
• David Bloom, President and CEO, Shoppers Drug Mart (1992-1993)
• Peter H. Ellis, President and CEO, Sunnybrook Medical Centre (1991-1992)

2011 ACE Award Winners battle for a competitive industry edge and recognition

Social Media Release also issued through Canada Newswire.

TORONTO, April 28 /CNW/ – Last night the Canadian Public Relations Society Toronto (CPRS Toronto) honoured the best and brightest of Toronto’s public relations community at the annual Achieving Communications Excellence (ACE) Awards gala. For the winners, the benefits of winning an ACE Award go well beyond the trophies and a short appearance on stage.

“The value of these awards comes from the nature of the judging process,” said Martin Waxman, President, CPRS Toronto. “The ACE Awards are judged by experienced professional communicators. Being scored by industry peers adds a level of credibility and validation to the ACE Award brand that the winners can benefit from, especially in today’s competitive market.”

Companies that have been successful at capturing ACE Awards often see positive returns on the time and effort put into their submission. Receiving an ACE Award can help with market differentiation and raise the winning company’s profile which can lead to the growth of existing relationships or help to attract new business. This year, Strategic Objectives and Yum! Canada captured the PR Campaign of the year for their KFC double down campaign, while Edelman captured the award for best creative campaign of the year for their work on Red Bull’s Crashed Ice campaign.

“Being recognized as an ACE Award winner can help to open doors for any business. Many winners display their trophies in lobbies as a marketing tool showcasing a job well done to visiting clients, prospective employees or even to enhance employee morale,” said Chantelle Bernard, ACE Awards Chair, CPRS Toronto. “When it comes to the ACE Awards, the benefits of winning often far exceed the effort put forth through the application process.”

Congratulations to the 2011 ACE Award winners:

Leadership Awards

PR Professional of the Year: Lawrence Stevenson, APR

PR Student of the Year: Oluwadamilola Omolade Okunlola

Young PR Professional: Erick Bauer

Best Creative PR Campaign

Edelman Canada – Red Bull Crashed Ice 2010

PR Campaign of the Year

Strategic Objectives/ Yum! Canada – KFC Canada Double Down

Winners by Category:

Best Use of Media Relations – Budget Over $50,000

Gold

Edelman Canada – Red Bull Crashed Ice 2010

Fleishman- Hillard – Eye Health Month

Wal-Mart Canada Corp./ APEX Public Relations/ Morin Relations Publiques – Wal-Mart Canada Corp’s “Re-introducing George”

Faye Clack Communications Inc. – 2010 NWPB Media Relations

Silver

Strategic Objectives/ Yum! Canada – KFC Canada Double Down

Fleishman-Hillard Canada – Aviva Community Fund

Edelman Canada/ Labatt Breweries Canada – Stella Artois Draught Master

DDB Public Relations – 2009/2010 Bosch Eco-Leadership

NATIONAL Public Relations – Burning Rubber On Ice

Edelman Canada – Zantac(R) Chilli Challenge

Edelman Canada – 2010 Canadian Olympic Apparel

Hankook Tire: Burning Rubber … On Ice –  NATIONAL Public Relations

Paradigm Public Relations/TD Canada – TD Canada Trust educates about fraud

Strategic Objectives – Crohn’s and Colitis Month

Strategic Objectives – Kraft Salad Dressing Launch

Fleishman-Hillard – Abbott Laboratories Everest campaign

Optimum Public Relations – Retire Your Ride Ontario HST

Bronze

Edelman Canada, Technology Practice – Launch of Mint.com

Strategic Objectives – Caramilk Key to the Secret

DDB Public Relations – CTC Locals Know/Gold Medal Getaway

Edelman Canada – Red Bull Air Race World Champions 2010

 

Best Use of Media Relations – Budget Under $50,000

Gold

APEX Public Relations Inc./ UPS Canada – UPS Peak Packing Season 2011

energi PR – The Powder Room Winter Olympics Campaign

Argyle Communications – Pain: An Emerging Public Health Crisis

Environics Communications – Stanfield’s: The Guy At Home

PraxisPR – The Lifesaving Society: Ethnic Water Safety

Silver

Argyle Communications – UNICEF Gifts of Magic

Environics Communications, eBay Canada Team – 2010 eBay Canada Entrepreneur of Year Awards

Argyle Communications – Maple Leaf: For the Love of Bacon

Argyle Communications/ HOOPP – HOOPP Speaks out on Retirement Income

Environics Communications/ CSA Group – CSA’s Grand Rexdale Re-opening

Environics Communications/ CSA Group – CSA’s Confined Spaces Standard Launch

Praxis PR – GFV Blushin’ Bridesmaids

Argyle Communications/ Franklin Templeton – Franklin Templeton Emotions of Investing

Bronze

Weber Shandwick Canada/ Best Buy – Best Buy Canada Holiday Campaign

Narrative Advocacy Media/ Ontario Science Centre – Ontario Science Centre Mythic Creatures

Optimum Public Relations – Toys  “R” Us Black Friday Event

Best Use of Special Events

Silver

Faye Clack Communications Inc. – Red Prince Apple Civility Launch Event

APEX Public Relations – Bringing Samsung’s Galaxy to the Street

Faye Clack Communications Inc. – Score a Touchdown with Ontario Beef

Optimum Public Relations – Retire your Ride Last Call

Toronto Hydro-Electric System – Toronto Hydro Smart Experience

Bronze

Future Shop – Samsung 3D TV Launch

Argyle Communications – Experience the Caribbean… In Canada!

CNW Group – Breakfast with the Media: The New Newsroom

New Product or Service Launch

Gold

Strategic Objectives/ Yum! Canada – KFC Double Down

Paradigm Public Relations/ BOOM Marketing/ Schick – Schick Quattro for Women TrimStyle Launch

Silver

GolinHarris Canada – Moores Canadian Suit Drive

DDB Public Relations – Hennessy Black Ontario Launch

Faye Clack Communications Inc. – Red Prince Apple Civility Launch

Bronze

Narrative Advocacy Media/WIND Mobile – WIND Mobile National Launch

Paradigm Public Relations – The Launch of Molson Canadian 67

Employee Communications of the Year

Gold

Meridian Credit Union – Strengthening Service and Sales

Silver

Meridian Credit Union – 2010 Strategic Plan

Investor/Financial Relations Campaign of the Year

Fleishman-Hillard Canada – Royal LePage HST Education Campaign

Community Relations Campaign of the Year

Gold

Weber Shandwick Canada/ Best Buy – Best Buy Canada Best in Class Fund

Women’s College Hospital – One Thousand Voices for Women’s Health

Silver

Toronto Hydro-Electric System – Light the Night with Toronto Police Service

Bronze

Foresters – Mobilizing Communities and Families

Best Digital Campaign of the Year

Gold

Sequentia Environics  – Globe Catalyst

Silver

Weber Shandwick Canada/ Best Buy – Best Buy Canada UNboxing Day Canada

Best Use of Communication Tools

Gold

Sequentia Environics – Globe Catalyst

Silver

RSA Canada – Creating Calm Before the Storm

Brand Development Campaign of the Year

Gold

Environics Communications/Sequentia/ Free For All Marketing – The Globe and Mail Redesign

Future Shop – Holiday 2010

Silver

Fleishman-Hillard Canada – SunChips 100% Compostable Bag Launch

Bronze

GCI Group Canada/ Mattel Canada – Barbie Basics at Fashion Week

elevator communications Inc. – Right at Home on Howe

Weber Shandwick Canada/ Campbell’s Canada – Campbell’s Chunky Most Valuable Coach

PraxisPR – The Pepsi Refresh Project

Public Affairs/Government Campaign of the Year

Silver

World Vision Canada – Five for 5

About the Canadian Public Relations Society Toronto

The Canadian Public Relations Society (CPRS) is a national organization that represents the profession of public relations through the establishment and maintenance of high professional, educational and ethical standards. CPRS Toronto was formed in 1948 and is one of the largest of 16 local member societies within the national Canadian Public Relations Society. The Toronto society represents more than 335 public relations professionals from agencies, corporations, government, non-profit groups and other Toronto-based organizations, and nearly 250 students from colleges and universities. Visit www.cprstoronto.com for more information.

 

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CPRS Recognizes Hammond as the First Honorary Member of the Board of Directors

TORONTO, July 13 /CNW/ – How do you pay tribute to a woman with an accomplished and impressive public relations career? You give her the first-ever honorary title on the Canadian Public Relations Society’s Board of Directors. Pierrette Leonard APR, FCPRS, CPRS National President, and Karen Dalton APR, CPRS Executive Director, presented Hammond with the title and a certificate on the occasion of her 90th birthday on July 6, 2010. This marks the first time ever that anyone has become an honorary member of the CPRS Board of Directors.

“It is a privilege to present this title to Ruth on behalf of CPRS,” said Leonard. “Ruth was a true trailblazer before it was even fashionable for women to be. She was driven in her quest for gender equity within the profession from a set of core values that have earned her the respect of countless colleagues.”

Hammond’s public relations and communications career spans over 50 years. After pursuing careers in both teaching and journalism, she later formed her own public relations consulting company. Her diverse career included work with Young and Rubicam, Drake International Limited, Ontario College of Art and Vickers and Benson Advertising. Her charitable initiatives included communications work with the Canadian Cancer Society, Ontario Heart & Stroke Foundation, The Lung Association, the YM/WCA of Canada, Girl Guides of Canada and the United Way. Throughout her pursuits, Hammond was an ardent advocate for women’s equal status and position in the industry.

“I cannot think of anyone else more deserving of this honour than Ruth,” said Dalton. “Her public relations and communications career is remarkable and inspiring for any Canadian practitioner. I admire her drive for women’s prominence in the Society and the example she set for many women afterward.”

The following is a short list of Hammond’s accomplishments:

In 1956, Hammond joins CPRS, one of the first women public relation consultants to participate in the Society’s activities

• President, Canadian Women’s Press Club, 1966-67
• First woman to receive the APR designation, 1968
• Director, CPRS Toronto, 1969-1974
• Award of Attainment, CPRS, 1979
• Director, Toronto Press Club, 1980-1994
• Life Member, CPRS Toronto, 1989-present
• First female recipient of the Philip A. Novikoff Memorial Award,
• CPRS, 1995
• Director, Belmont House Foundation, 1998-2002
• First Honorary Doctorate recipient, Mount Saint Vincent University 1998
• First female honorary member of the College of Fellows, CPRS, 2001

 

About CPRS

Founded in 1948, the Canadian Public Relations Society (CPRS) is a not-for-profit organization whose members are engaged in the practice, management or teaching of public relations and communications. Members work to maintain the highest standards and share a uniquely Canadian experience in public relations. CPRS is a federation of over 1,800 members across 16 Member Societies based in major cities or organized province-wide. For more information, visit our website: www.cprs.ca.

REGINA, June 16 /CNW/ – The Canadian Public Relations Society (CPRS) selected Blair Peberdy APR, Vice-President of Marketing, Communications and Public Affairs at Toronto Hydro-Electric System Ltd., as the recipient of the 2010 Philip A. Novikoff Memorial Award. Peberdy was recognized for superior and outstanding service over time as a public relations professional. He received a certificate and cash award amongst his peers at the CPRS national conference awards gala on June 15 at the Delta Regina in Regina, Sask.

Established in 1989 in memory of the long-time CPRS member, the late Philip A. Novikoff, the award is given to an accredited CPRS member who has furthered the standing of the public relations profession in Canada. The recipient contributes to the enhancement of CPRS and the betterment of the community. Nominations are made by a current accredited CPRS member and endorsed by three additional current accredited CPRS members.

“For over 30 years, Blair has quietly made his mark on public relations in Canada. An astute strategist, a detailed numbers person who understands large organization budgeting, a creative thinker and an accomplished leader, Blair has focused his energies on helping build CPRS into the well-run, respective and relevant professional organization that it is today,” said John M. Muldoon APR, FCPRS L.M, Peberdy’s nominator for the award. “Not only is he committed to the profession and the Society, he also cares about the future success of students in the field. Through Toronto Hydro, he sponsors and encourages students to attend CPRS Toronto events.”

Peberdy’s contribution to public relations and to the community includes:

• President of CPRS Toronto from 1992-1993
• CPRS Toronto Mentor of the Year in 2002
• Vice-president/Treasurer of CPRS National Board from 1992-1993 and from 2004-2007
• Current presiding officer of the CPRS Audit and Investment Committee
• Current vice-president of marketing, communications and public affairs at Toronto Hydro-Electric System Ltd.
• Current board of directors member of the Canadian Centre for Ethics in Business
• Current board of directors member of the Ontario Energy Network
• Current board of directors member of the Ontario Forestry Association
• Executive liaison of the Toronto Hydro Employees Charity Trust/United Way
• Currently sits on the advisory committee for the public relations and communications programs at Humber College and Seneca College

The Philip A. Novikoff Award was one of six Major Awards presented at this year’s awards gala. The Major Awards recognize exceptional involvement in the public relations profession and candidates are nominated by peers. The awards are judged by the Awards Committee Presiding Officers in consultation with the National President.
About CPRS

Founded in 1948, the Canadian Public Relations Society (CPRS) is a not-for-profit organization whose members are engaged in the practice, management or teaching of public relations. Members work to maintain the highest standards and to share a uniquely Canadian experience in public relations. CPRS is a federation of over 1,800 members across 16 Member Societies based in major cities or organized province-wide. For more information, visit our website: www.cprs.ca.

TORONTO, April 29 /CNW/ – Faye Clack Communications (FCC) won the Best Creative PR Campaign of the Year award, plus three gold and three silver awards at the annual Canadian Public Relations Society’s ACE Awards (Achieving Communications Excellence) yesterday.

The agency took top creative honours for its Avocados from Mexico campaign. The multi-faceted campaign, which unraveled the mystery of the avocado with the skillful assistance of an animated character, Miss Ava Cado, was conducted for the association of growers and exporters of avocados from Mexico (APEAM). The campaign resulted in an avocado sales increase of 157 per cent in Ontario.

The campaign, which included an extensive social media component, kicked off with an exhilarating Mexican Independence Day event held in September 2009 at Toronto’s Union Station, complete with a 20,000 Mexican avocado giveaway, a live Mariachi band and festive Mexican dancers. Miss Ava Cado, the brand ambassador for Avocados from Mexico, came to life at the launch event and was featured in all communications materials, including telenovelas (mini soap opera-like webisodes). Overall, the APEAM campaign succeeded in engaging and educating Ontario media and consumers about the selection, ripening, storage and usage of avocados.

The crescendo of activities that successfully introduced avocados from Mexico to consumers, media and trade across Ontario also included a microsite, a consumer contest, in-store sampling and educational point-of sale material.

Emiliano Escobedo, marketing director for APEAM, acknowledged the significance of the campaign. “We are pleased with the results of the outstanding communications program that FCC created and delivered for Avocados from Mexico,” says Escobedo. “We are especially pleased with the audience reach of this campaign, over 28 million impressions, its creativity and most importantly, the tangible results – the substantial increase in Mexican avocado sales – which surpassed our expectations.”

In addition to winning the Best Creative PR Campaign of the Year award, FCC also received six awards from a selection of individual categories.

For the Avocados from Mexico campaign, FCC was presented with the following awards:

• Gold Award for Best Use of Communication Tools
• Gold Award for Best Digital Communications Campaign of the Year
• Silver Award for Brand Development Campaign of the Year
• Silver Award for Best Use of Special Events
• Silver Award for Best Use of Media Relations – Budget under $50,000
• In addition to the awards presented to FCC for the Avocados from Mexico campaign, FCC also won gold for Best Use of Media Relations – Budget (under 50K), for its Applescopes campaign for The Ontario Apple Growers.

“We tasked FCC to launch a campaign that would raise consumer awareness of apples during the winter months at a time when many varieties of Ontario apples are at their very best. Their idea to utilize the popularity of horoscopes as the foundation for the Applescopes campaign was effective and relevant,” says Kelly Ciceran, general manager, Ontario Apple Growers. “The Ontario campaign, which reached 3.6 million impressions, successfully forged a connection with local growers, while educating the media and consumers about the health benefits, winter availability and varieties of Ontario apples.”

t: normal;”>Virginia Zimm, president of FCC, was delighted with the multiple ACE award wins presented to FCC. “It was a stellar year for creative, results-driven campaigns delivered by our team,” says Zimm. “We are very fortunate to be working with great clients who trust our counsel and expertise and we’re extremely honoured to be recognized by our industry peers.”

The annual ACE Awards recognize creativity and excellence in public relations campaigns or projects in a number of categories representing a broad scope of public relations activities. Each application is judged by a panel of respected senior public relations professionals and professors from the corporate, agency, not-for-profit and government sectors.

elevator communications Takes Home Top Honour in Digital Media Category, Reflecting the Changing Face of PR

TORONTO, April 29 /CNW/ – Last night, integrated Canadian Public Relations company, elevator communications inc., took home Gold for Best Digital Communications Campaign of the Year at the 2010 ACE (Achieving Communications Excellence) Awards, an annual industry gala hosted by the Canadian Public Relations Society (CPRS) Toronto. It was the first year for Digital Communications (social media, social networking) to be recognized as a PR discipline, indicative of the exciting direction that the public relations industry is heading.

Jennifer Thompson, Director at elevator communications, ran ESSENSITY and the City, the 12-week August through October 2009 social media campaign for Schwarzkopf Professional’s Essensity brand, a professional line of colour, care and styling products. The challenge? Create a digitally led brand-building campaign with a focus on driving awareness and engaging the brand’s demographic through trial in a meaningful way.

The campaign involved a series of interactive Pop-Up Salons in Toronto. From a strategic perspective, elevator communications targeted the digital world to get the word out, driving traffic to a microsite where women made appointments for themselves and a girlfriend to enjoy a complimentary ESSENSITY and the City hair care experience at one of the participating salons.

“Within 72 hours of going live, we were fully booked and had started a waiting list,” says Thompson. “Digital media is playing an increasingly important role in how people get the news they’re looking for, so it was important to go to those sources – and they’re changing every day. We firmly believed the “instant” nature of social media would be the key to the campaign’s success.”

“ESSENSITY and the City was an exciting way for us to bring the brand to life,” says Marianne Medeiros, Marketing and Education Director for Schwarzkopf Professional. We would have never understood how social media could be executed by PR professionals if we hadn’t taken a chance and gone with elevator’s strategy.”

Winning this award means a great deal to elevator communications on many levels. “Most importantly,” says Melanie Rego, President of http://elevatorinc.com, “it’s about being recognized in an innovative PR discipline at the leading edge of communications. At the same time, it gives our industry credibility and reinforces what many of us have known for some time: Digital communications has a home in PR.”

“We’re constantly faced with questions like ‘Who owns social media?’ says Rego. “But, according to elevator communications, it’s not about who owns it. It’s about what you do with it.

“Social media now exists alongside all of our best traditional PR practices. It is engrained in how we plan and execute our strategies. We must embrace the digital world, as this is quite obviously the future of communications,” says Rego.

Without losing sight of what the overall business objective was that inspired elevator’s ESSENSITY and the City strategy, Schwarzkopf’s Medeiros says, “The bottom line is our sales remained strong throughout the recession. Did social media have anything to do with it? I believe it did.”

TORONTO, April 29 /CNW/ – The Canadian Public Relations Society (CPRS) of Toronto and the PR community celebrated and recognized industry excellence at the annual ACE (Achieving Communications Excellence) Awards gala.

“The ACE Awards honour the finest talent and innovation in the Toronto public relations industry. This year’s winners continue to push the boundaries and set exemplary results,” said Martin Waxman, APR, president of CPRS Toronto.

The prestigious PR Campaign of the Year Award went to Argyle Communications for its campaign, Peanuts in Crises. Arygle Communications’ crisis management team stepped in to engage leading food safety experts and educate the public about food safety issues to help manage the largest food recall in North American history. Their efforts ultimately lead to a recovery in consumer opinion, sales and consumption of peanut products.

The highly-coveted Best Creative PR Campaign of the Year went to Faye Clack Communications for the campaign, Avocados from Mexico. The Faye Clack team created Miss Ava Cado, a brand ambassador that sparked the imagination of retailers and consumers, encouraging Ontario consumers to buy and enjoy avocados.

The ACE award winners were selected by a distinguished panel of judges made up of senior public relations practitioners from the agency, corporate, not-for-profit, academic and government sectors in the GTA.
In addition, Leadership Awards were presented to outstanding individuals who have demonstrated leadership in the pursuit of the betterment of the profession and the society. This year’s winners are:

Geoff Koehler, PR Student of the Year
Amanda Laird, Young PR Professional of the Year
Reena Dar, Volunteer of the Year
Michael Abbass, PR Professionals of the Year

For a full list of the 2010 CPRS Toronto ACE Awards winners and high resolution photos from the event, please visit our website at www.cprstoronto.com/ace

Achieving Communications Excellence (ACE) Awards

The annual CPRS Toronto ACE Awards is celebrated every spring in Toronto. The top public relations programs, campaigns and strategies are recognized to set new and higher standards for the profession.

The 2010 ACE Awards is recognized as one of the top 10 events in Toronto by Biz Bash Magazine.
Canadian Public Relations Society (CPRS)

CPRS is a national organization representing the public relations profession through the establishment and maintenance of high professional, educational and ethical standards. CPRS Toronto is one of the largest member societies composed of more than 600 members. For more information, please visit www.cprstoronto.com.