MEMBERS BLOG

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2024: THE YEAR OF THE PODCAST ELECTION
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The last few weeks have shown that podcast hosts are clearly having a moment. Prominent podcast hosts such as Alex Cooper (host of Call Her Daddy), comedian/actor Andrew Schulz (host of Flagrant), comedian Theo Von and MIT computer scientist Lex Fridman, have been thrust into the limelight because of their recent high-profile conversations with the two presidential candidates vying for the top job in the upcoming US general election – to the point where the candidates’ podcast appearances are making news, rather than just the content of what is being discussed. Love it or hate it, podcasts are here to stay, and are clearly being heavily factored into the media outreach strategy of politicians and business leaders alike.

And it’s easy to see why they have such immense appeal. Podcasts allow both hosts and their guests to ‘chop it up’. The format allows them to be raw, unvarnished and unapologetic in their delivery, rather than be constrained to concise, scripted, buttoned-up sound bites that would be more characteristic of broadcast television or radio. It imparts a greater sense of agency to the participants involved and allows them to speak more openly to their audience – a winning point at a time when people crave complete authenticity and openness. You have to admit that an hour-long (or hours-long, in some instances) conversation reveals more than a ten-minute panel or a sitdown interview on a network news channel ever could. As platforms go, podcasts circumvent the traditional, legacy media ecosystem and act as a powerful force multiplier by enabling access to untapped audiences. The modern media relations outreach strategy will, inevitably, factor in the likes of The Globe And Mail, The New York Times, Bloomberg and CBC Radio. That goes without saying. But that outreach will have to expand now to encompass the most popular podcasts, substacks and Twitch streams of the day. A truly integrated marketing and communications campaign specialist needs to think outside the editorial desk and news studio, as it were. The fact is that the traditional family living room has now been effectively supplanted. The viewer/listener/consumer journey has undergone a sea change and an effective media strategy is one where you meet your audience exactly where they are. What better way to do so than when your viewers are in the middle of cooking their favourite recipe, working out in their backyard, catching up with their favourite book, or driving over to a friend’s housewarming?

It is evident that podcasting has come of age and is now mainstream, signalling a fundamental shift in the media landscape and what audiences today crave. 2008 gave us the Facebook Election. Now it’s time to sit back and enjoy the Podcast Election – from the comfort of your bicycle or car.

By: Adnan Bashir

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Announcing the Winners of the 2024 CPRS Toronto ACE Awards
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Announcing the Winners of the 2024 Canadian Public Relations Society (CPRS) Toronto Chapter’s Achieving Communications Excellence (ACE) Awards

Metro Inc. and Agnostic win Best in Show Campaign, while the Electrical Safety Authority and Proof Strategies take home Best Creative Campaign of the Year and Best Creative Campaign of the Year, respectively

The Canadian Public Relations Society (CPRS) Toronto chapter has announced the winners of the 2024 annual ACE Awards. The awards celebrate the industry’s top communicators and public relations programs and campaigns from the past year.

Read the full press release here

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President’s Message – March 2024
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Are you maximizing the benefits of your CPRS Membership?

A CPRS membership is what you make it. If you buy a membership and forget about it for the year, it is a waste of money. More importantly, it is a wasted opportunity. Used it to its full potential, a membership is an incredible tool that can propel your career.

A CPRS membership is as valuable as you make it. Simply buying a membership and neglecting it for the year would be a waste of both money and opportunities. When used to its fullest extent, a membership becomes a powerful tool that can advance your public relations career.

Here are five ways your CPRS membership can help you soar.

1. Networking

Networking plays a vital role for PR professionals, whether they are looking for their first job, considering a career change, or are content in their current role. CPRS organizes various networking events each year, providing chances to build lasting connections with peers, potential employers, key media personalities and other folks who can help you with your career. Don’t just take our word for it: According to a LinkedIn poll 80% of professionals find networking is essential to their career success.

2. Professional Development

With an estimated 6,000 active PR professionals in Canada, it can be challenging to distinguish yourself. By joining CPRS, you can set yourself apart. We offer various professional development opportunities including online seminars, webinars, and in-person events. Additionally, our website provides online resources to help you learn new skills or polish up on ones you already have. Moreover, we offer professional designations for practitioners at any career stage. These designations serve as tangible proof of knowledge, are important resume builders, demonstrate your commitment to the profession and act as building blocks to your PR and communications career.

3. CPRS Awards

Both the Toronto and National chapters host annual awards with a wide array of categories. Winning a CPRS award is another way you can differentiate yourself from peers because it is third-party validation that your work is recognized as industry leading.

4. Volunteer opportunities

All CPRS chapters operate as charitable organizations, run by passionate volunteers who are committed to strengthening our industry. We invite all our members to join us. Volunteering is an opportunity to meet and connect with peers, network, get to know industry leaders and gain valuable experience.

Check out the CPRS Toronto website to learn about more your membership benefits or reach out to our Membership Chair Sozan Mirawdaly. And remember, your membership is only as good as you make it.

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CPRS Toronto Call for Nominations for 2024-2025 Board of Directors
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CPRS Toronto Call for Nominations for 2024-2025 Board of Directors

The Call for Nominations for the 2024-2025 CPRS Toronto Board of Directors are now open!

Participating on the board enables you to extend your professional network, add to your portfolio and resume, enhance your corporate governance skills and learn from your industry peers while contributing to our profession in a meaningful way.

There are a number of positions available depending on your passions and interests. The board will work with successful candidates to determine the role that best suits.

CPRS Toronto members interested in serving on the board for the 2024-2025 term should provide their resume to Lois Marsh at marshl@marsh-executive.com

In an effort to best represent the diversity of Toronto and our industry, we encourage Black, Indigenous, People of Colour and those with diverse backgrounds to submit their application.

The term will start after the Annual General Meeting. Having an APR, more than five years of communications experience or being an active volunteer are assets, but not required. All members are invited to apply before the deadline of March 31, 2024.

Get in touch and let’s work together to build your professional profile and network!

Thank you!

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President’s Message – December 2023
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President’s Message

Everywhere you turn, communicators are talking about the role of artificial intelligence (AI) in our industry. We have long used AI for tasks like data analysis and trend forecasting, and now there are real questions about whether it can now take on more of our tasks, with some (typically those who don’t really understand what we do) suggesting AI may even be able to replace us altogether. Communications and PR, however, are fundamentally about building and nurturing relationships.

Public Relations = Relations with the Public

At its heart, PR is about relationship-building — with the media, clients and other stakeholders. While AI can manage some interactions, it can’t forge genuine human connections. We, as PR professionals, succeed when we can leverage our authenticity and trustworthiness to build and sustain relationships.

Building successful communication plans requires an understanding of human emotions, cultural nuances, and the ability to engage with stakeholders. AI lacks the genuine emotional intelligence to interpret and respond to the subtle cues that are crucial in PR. Only trained and experienced communications professionals can read between the lines of a client's needs, understand the emotional undertone of a public response, and navigate often complex situations and objectives.

Creativity and Strategy

Creativity is at the core of effective PR strategies. It involves crafting messages that resonate and capture imagination. AI can provide data-driven insights, but it cannot replicate the creative spark that humans bring to the table. That’s where human creativity comes in, dreaming up stuff that’s out of this world — because we’re not programmed, we’re inspired.

The PR campaigns we see every year with the CPRS Toronto ACE Awards leave us no doubt that the creativity and strategic thinking behind the best campaigns come from experts who inject their personality and ingenuity into their programs. Dreaming up and executing inspiring campaigns that resonate, well that’s a (human) PR professional’s superpower.

Andrea Chrysanthou, APR

CPRS Toronto President

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Effective Thought Leadership
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Effective Thought Leadership

By Evrim Çalt

Digital and social advancements have increased the importance of thought leadership. Thought leaders are those who shape the future. A recent study reveals that CEOs and other high-level managers in 50% of companies create thought leadership content. Additionally, 65% of businesses include thought leadership in their content marketing strategy. There are several ways brands and companies can use thought leadership to achieve marketing and communication goals.

  • Identify your brand values and public perception of that. Define your goals and audience.
  • Review existing thought leadership styles and analyze competitors.
  • Create POV pieces on significant topics.
  • Explore various communication channels that will help you to engage and evolve.
  • Organize events in your industry and educate your audience.
  • Nominate your most valuable content to win an award from a well-recognized organization.
  • Give speeches on TV and social media to increase your online presence.
  • Work with influencers and opinion leaders.
  • Keep readers updated on the latest news, developments and industry trends.

PR professionals have the necessary expertise and skills to build a thought leader among organizations. A thought leader demonstrates your outstanding industry knowledge, reinforces your brand story and attracts potential clients.

Research link.

https://www.semrush.com/blog/complete-guide-to-thought-leadership-for-business/#step-2:-review-existing-thought-leadership

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Planning for the Year Ahead: Insights and Strategies for Success
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Planning for the Year Ahead: Insights and Strategies for Success

By Erick Bauer

As we approach the end of another year, it’s time to start reflecting on our achievements and setting our sights on the opportunities and challenges that 2024 will bring.

The importance of planning can’t be overlooked; it provides a strategic framework for setting clear objectives, aligning communication efforts with broader organizational goals, efficiently allocating resources, mitigating risks, maintaining message consistency, and fostering stakeholder engagement.

With this in mind, let’s take a look at some of the key considerations that all communicators should be thinking about right now as we start to plan for the upcoming year.

  1. Goal Assessment: Start by revisiting your communications goals from the previous year. Ensure that your objectives are Specific, Measurable, Achievable, Relevant, and Time-bound (SMART). Assess your progress and identify any unmet objectives. This analysis will provide valuable insights into where adjustments may be needed in your PR strategy.
  2. Audience Analysis: Take the time to understand your target audience better. Have there been shifts in your audience’s preferences, behaviors, or expectations? Are there other target audiences that you should be including in your strategic plan for 2024? This insight will help you tailor your messaging and segmentation strategy effectively.
  3. Industry Trends: The New Year is a great time to recommit to professional development. If you’re not sure where to start, consider spending some time familiarizing yourself with the CPRS website. There, you can find a plethora of industry insights, webinar recordings, upcoming event info, and more. These resources are key when it comes to staying informed about emerging technologies, platforms, and strategies that should be incorporated into your PR plans for the new year.

Lastly, as we approach the end of December, don’t forget to take a well-deserved break! Now is the time to reflect, recharge, and spend some quality time with family and friends. From all of us at CPRS Toronto, have a fantastic holiday and a Happy New Year!

 

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Prioritizing mental health over the holidays 
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Prioritizing mental health over the holidays 

By Janine Allen

While the holidays are a time of joy and celebration, for some, this can also be a trying time for mental health. The fast-paced nature of PR, coupled with the constant demand for quick decision-making and the need to navigate high-pressure situations, can take a toll on mental well-being in the best of times. So, as we practice restraint around beverages and baked goods, it’s also a good time to practice our resilience skills.

To bolster mental health resilience, incorporate proven stress and anxiety management techniques into your routine like adequate sleep, a balanced diet, regular exercise, and open communication about how you’re feeling. Here are some other wellness tips for the holidays and beyond:

  1. Set realistic expectations: Understand that perfection is not the goal, and it’s okay if everything doesn’t go exactly as planned.
  2. Manage your time: This is the season of events; client/agency dinners, parties, vendor invites fill up our schedules quickly. Prioritize your time and commitments and avoid overloading your schedule.
  3. Take breaks: Give yourself time to relax and recharge with activities that bring you joy and relaxation, whether it’s reading a book, taking a walk, or practicing mindfulness.
  4. Stay connected: While the holidays can be busy, make an effort to connect with loved ones. Loneliness can exacerbate stress, so reach out to friends or family members, even if it’s just a quick phone call.
  5. Mindful eating (and drinking): Proper nutrition and a balanced diet can positively impact your mood and energy levels so aim for moderation.
  6. Budget wisely: Financial stress can be a significant source of anxiety during the holidays. Create a budget for gift-giving and festivities to avoid overspending.
  7. Seek support if you need it: If you’re struggling with your mental health during the holidays, don’t hesitate to seek support. Talk to a friend, family member, or mental health professional. Understand what is offered by your employer in terms of employee assistance programs or other health benefits.

Finally, overcoming the stigma surrounding mental health discussions is essential. As professional communicators, we can help make the language of mental health more common and accessible. Be well everyone!

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My experience at the 2023 CPRS Toronto ACE Awards
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My experience at the 2023 CPRS Toronto ACE Awards

Written By: Charlotte Leung, Centennial College. Content Creator and Student Representative, CPRS Toronto SSC

As a Public Relations graduate and Canadian Public Relations Society (CPRS) member, stepping into the 2023 Achieving Communications Excellence (ACE) Awards was an exhilarating experience. This iconic PR event, which has been recognizing the talent and innovation of Toronto’s public relations community for over two decades, transitioned back to an in-person format after three years of virtual ceremonies.

The aura of the room was electric, resonating with a diverse range of PR professionals – from corporate leaders to PR students. I was surrounded by a unique amalgamation of perspectives, insights and an impressive lineup of achievements. The ACE Awards is truly a testament to the hard work and strategic execution of campaigns that left a mark in their respective domains.

Beyond the splendid dinner and the glitz of awards, the event was a brilliant platform to witness the wide array of PR campaigns that had made a significant impact. There was a total of 22 gold, 48 silver and 48 bronze trophies distributed among agencies, corporations, students and non-profits to recognize successful PR initiatives. As a recent PR graduate, it is truly inspirational to witness the celebration of creativity, intelligence and skill within the public relations and communications industry, encompassing categories from media relations and digital media to equity and inclusion.

The event also served as an exceptional networking opportunity. I was privileged to interact with other PR students from Humber College apart from Centennial College PR students of my recent and fellow batch. By seeing the awardees from Best Creative Campaign of the Year to the Leadership Awards, I was truly astonished by the minds behind all these campaigns, including the DOVE campaign, which left a profound impression on me through their compelling video.

Seeing some of my classmates win the ‘Student Public Relations Campaign or Event of the Year’ award was an emotionally rewarding moment. Their success was a testament to the perseverance, creativity and strategic thinking that our coursework at Centennial College had instilled in us. While my Storyworks campaign did not win an award, the experience further fueled my passion for PR.

Being a part of the ACE Awards has enriched my understanding of the PR world. It was a pleasure to be in the midst of those who’ve truly elevated the industry through their endeavours. I extend my heartfelt congratulations to all the winners of the 2023 ACE Awards. I am more determined than ever to make my mark on the PR industry and aspire to join the ranks of these esteemed awardees in the future. My PR journey has just begun and this experience has given me a clearer vision of the path that lies ahead.

Here’s to the pursuit of communications excellence!

To keep up with all things SSC, follow @CPRSstudents on Twitter, Instagram, Tik Tok!

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Congratulations to CPRS Toronto ACE Awards Winners!
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Announcing the winners of the 2023 Canadian Public Relations Society (CPRS) Toronto Chapter’s Achieving Communications Excellence (ACE) Awards

Unilever Canada and Canadian Lung Association awarded Best in Show Campaign and Best Creative Campaign of the Year, respectively

TORONTO, May 31, 2023 – Last night, the Canadian Public Relations Society (CPRS) Toronto chapter celebrated the year’s top public relations and communications programs and campaigns at the annual Achieving Communications Excellence (ACE) Awards Ceremony. The awards showcased outstanding work in the field of public relations, awarding 22 gold, 48 silver and 48 bronze trophies to a variety of agencies, corporations, students and not-for-profits in the Greater Toronto Area.

Read the full press release here

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