MEMBERS BLOG

Co-Presidents Message

It’s 2027 planning time here at CPRS Toronto. While we still have a lot of work to accomplish as a board, we’re already thinking about what we can do better.  What programs haven’t we tried yet? What do our members want and need that we haven’t thought to offer?

This work at CPRS Toronto is never finished, and that’s what makes it meaningful.

What often surprises people about CPRS Toronto is that everything you see, every event, every professional development opportunity, every initiative we run, is built entirely by volunteers. Every single member of our board holds a “day job” as a communicator, and we don’t have to tell you that most communications jobs don’t clock off at 5 pm. And yet, we show up for this work too, because we believe in what it stands for.

We believe that the next generation of communicators deserves role models, resources and a network they can rely on. And we believe that Toronto, as the heart of Canada’s communications industry, has a responsibility to lead.

The work we do is only possible because of the people who choose to contribute their time, ideas and expertise. Whether it’s developing programming, creating opportunities for members to connect, supporting students and emerging professionals, or helping shape the future of our profession, every contribution matters.

Yes, it’s work. We won’t pretend otherwise. But it’s also one of the most rewarding professional experiences you’ll have. You’ll collaborate with some of the sharpest minds in the industry. You’ll build skills you can’t always develop in a traditional role. And you’ll play a direct part in strengthening the communications community in Toronto and beyond.

As we look ahead, we’re excited about what’s possible and grateful to everyone who continues to support CPRS Toronto through their involvement, participation and commitment to our community.

We look forward to continuing to build something worth being part of.

Sincerely,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

CPRS Toronto: In conversation with Stephanie Lasica 

July often brings a change of pace, creating space to reflect on where the communications profession is headed and the skills practitioners need to thrive in an increasingly connected world. For this month’s In Conversation With blog series, we connected with Stephanie Lasica, Senior Account Manager at Craft Public Relations. Recognized as one of Campaign Canada’s 30 Under 30, Stephanie has built her career across consumer, corporate and nonprofit communications, working with leading brands and purpose-driven organizations alike.

We spoke with Stephanie about the value of adaptability in a constantly evolving industry, the growing importance of integrated communications, and why seeking perspectives beyond your own algorithm can make you a stronger communicator. From navigating cultural conversations to building campaigns that authentically connect with audiences, here is what she had to share.

How has your role as a PR practitioner evolved in recent years?

A lot has changed in a relatively short amount of time. I started my career during the pandemic as an intern at Argyle (now ChangeMakers) and now work as a Senior Account Manager supporting integrated consumer campaigns, so my day-to-day responsibilities look completely different than they did just a few years ago.

What’s stayed consistent is the need to stay curious and adaptable. My role now spans everything from media and influencer relations to activations, events, project management and strategic client counsel. No two days are ever the same, which is something I genuinely love about PR.

I also think working across such a wide range of clients early in my career, from Indigenous engagement and nonprofits to consumer brands, helped shape how I approach storytelling and strategy today. 

What major shifts have you seen in the PR profession, and how are they shaping your work today?

One of the biggest shifts has been how quickly culture and conversations move now. Audiences are incredibly plugged in, and brands are expected to show up in ways that feel authentic, relevant and thoughtful, not reactive for the sake of being part of the conversation.

There’s also been a much bigger focus on representation and ensuring campaigns actually reflect the audiences they’re trying to reach. That’s something I think about often in my work. The best ideas come from having different perspectives in the room, and ultimately that leads to stronger, more meaningful campaigns. 

Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future? 

I think adaptability will continue to be one of the most important qualities for PR practitioners moving forward. The media landscape, platforms and audience behaviours are constantly changing, so being able to evolve alongside that is key.

I also think integrated thinking will become even more important. PR is no longer just media relations. It’s how media, creators, social, events and brand storytelling all work together to create impact.

And honestly, I hope the industry continues prioritizing a diversity of perspectives and experiences. The strongest campaigns happen when the people behind them reflect the audiences they’re trying to connect with. 

What is your biggest piece of advice for PR practitioners moving forward? 

Consume media outside of your algorithm.

We’re constantly surrounded by information that’s curated specifically for us, but some of the best insights come from intentionally seeking out perspectives, stories and conversations you wouldn’t normally come across in your day-to-day feed.

Read the newspaper, watch live eye events coverage, listen to different voices and stay curious about the world around you. In PR, being culturally aware and informed makes you a stronger communicator and strategist overall.

About CPRS Toronto’s In Conversation With blog series

Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.

If you would like to share your story or nominate a colleague, please contact us at communications@cprstoronto.com.

The Missing Voices in Public Affairs: Why Lived Experience Must Shape Strategic Communications

By Oluwayemisi Mafe

 

Communications professionals pride ourselves on understanding audiences. We conduct research, analyze stakeholder landscapes, develop audience personas, test messages, and measure engagement. We advise executives on reputation, help organizations navigate crises, and build strategies designed to foster trust.

Yet despite these efforts, one of the most valuable forms of expertise is still too often absent from the decision-making process; lived experience.

Across sectors from healthcare and government to corporate sustainability and community engagement, organizations frequently make decisions that affect people without meaningfully involving those people in the process. As a result, communications strategies may be technically sound but disconnected from the realities of the communities they aim to serve.

As communicators, we have an opportunity and arguably a responsibility to help change that.

Beyond Audience Identification

Traditional communications planning begins with identifying stakeholders and understanding their needs. This remains essential. However, many organizations stop at consultation rather than moving toward genuine collaboration.

Too often, affected communities are viewed primarily as audiences to be informed rather than partners to be engaged.

A public consultation is held after major decisions have already been made. A communications campaign is developed and tested internally before being released to the public. Policies are announced with messaging designed to explain decisions rather than involving stakeholders in shaping them.

The result is a familiar pattern and organizations wonder why stakeholders are resistant, disengaged, or skeptical despite significant communications efforts.

The challenge is not always the quality of the messaging. Sometimes the challenge is that the people most affected were never meaningfully included in the conversation.

In an era characterized by declining trust in institutions, increasing public scrutiny, and growing expectations around transparency, organizations can no longer afford to treat lived experience as an afterthought.

Lived Experience Is Expertise

For many years, expertise was defined primarily by academic credentials, professional experience, and technical knowledge. While these remain critically important, organizations are increasingly recognizing another valuable form of expertise; the knowledge gained through lived experience.

Individuals who directly experience a policy, service, system, or societal challenge often possess insights that cannot be captured through research alone. They understand barriers that data may not reveal. They identify unintended consequences that planners may overlook. They offer perspectives that help organizations anticipate risks, strengthen programs, and build trust. For communications professionals, this distinction matters.

When we include lived experience in stakeholder engagement processes, we gain access to a richer understanding of audience needs, concerns, motivations, and expectations. That understanding ultimately leads to more effective communications strategies. This is particularly relevant in sectors where public trust is essential.

Healthcare organizations seeking to improve patient engagement can benefit from involving patients and caregivers in communications planning.

Government agencies designing public information campaigns can improve effectiveness by engaging citizens who will be directly affected by policies.

Companies pursuing environmental, social, and governance (ESG) objectives can strengthen credibility by including communities impacted by their operations.

The lesson is consistent across contexts, people are more likely to trust organizations when they feel heard, respected, and included.

The Business Case for Inclusion

Some communications professionals may view lived experience primarily through a diversity, equity, and inclusion lens. While inclusion is certainly part of the conversation, there is also a compelling strategic case.

Organizations that integrate lived experience into decision-making often achieve stronger outcomes because they gain access to insights that improve both strategy and execution.

Meaningful engagement can help organizations:

• Identify potential issues before they become reputational risks.
• Improve the relevance and clarity of communications.
• Strengthen stakeholder trust and credibility.
• Increase adoption of programs and initiatives.
• Build stronger relationships with communities and partners.
• Demonstrate accountability and transparency.

In other words, inclusion is not simply about representation. It is about effectiveness. The most successful organizations increasingly recognize that people affected by decisions should not merely be recipients of information. They should be contributors to the process. For communications professionals, this represents a significant opportunity to elevate our role within organizations. Rather than focusing exclusively on message development and dissemination, we can help leaders understand the value of engagement, co-creation, and stakeholder partnership.

From Consultation to Co-Creation

If organizations are serious about incorporating lived experience into strategic communications, what does that look like in practice? First, engagement must begin earlier. Stakeholders should not be invited into the conversation only after key decisions have been finalized. Early engagement allows organizations to understand concerns, identify opportunities, and build trust before significant resources have been invested.

Second, organizations should establish structures that enable ongoing dialogue. Advisory councils, community panels, stakeholder working groups, and lived-experience committees can provide valuable perspectives that inform both communications and broader organizational decision-making.

Third, communicators should advocate for message testing that extends beyond internal teams. Communications materials often undergo extensive review by subject-matter experts, legal advisors, and senior leaders. While these perspectives are important, organizations should also seek feedback from the people they are trying to reach. If a message is not clear, credible, or relevant to its intended audience, no amount of creative execution will compensate for that gap.

Fourth, organizations should measure trust not just reach. Traditional communications metrics such as impressions, clicks, and media coverage remain useful. However, they do not always capture whether stakeholders feel heard, respected, or included. As trust becomes an increasingly valuable organizational asset, communicators should advocate for measurement approaches that assess relationship quality alongside communications performance.

The Future of Strategic Communications

The communications profession is evolving. Artificial intelligence is transforming workflows. Stakeholder expectations continue to rise. Public trust remains fragile across many institutions. Social issues increasingly intersect with business decisions. In this environment, technical communications skills alone will not be enough.

Organizations will need communicators who can facilitate dialogue, build relationships, navigate complexity, and bring diverse perspectives into decision-making processes. This requires a shift in mindset. Instead of asking, how do we communicate this decision? we may need to ask, who should be involved in shaping this decision? Instead of viewing communities as audiences, we should view them as partners. Instead of treating lived experience as supplementary information, we should recognize it as a source of expertise. Communicators are uniquely positioned to lead this shift.

Our profession sits at the intersection of organizations and the people they serve. We understand the importance of listening. We appreciate the value of trust. We recognize that reputation is built not only through what organizations say, but also through how they engage.

As stakeholder expectations continue to evolve, organizations that embrace lived experience will be better equipped to build trust, strengthen relationships, and achieve meaningful outcomes. The communications profession has long understood the importance of knowing our audiences. The next evolution of our practice is ensuring those audiences have a voice in shaping the decisions that affect them.

Lived experience is not simply a perspective to be acknowledged. It is expertise to be included.

Oluwayemisi Mafe, MCIPR, ACIM, MNIMN, ANIPR, is a strategic communications and public affairs leader with more than 15 years of experience helping organizations build trust, strengthen stakeholder relationships, and navigate complex reputation and policy issues across Africa and Canada. She specializes in corporate communications, public affairs, health advocacy, stakeholder engagement, and inclusive communications.

 

 

PR Tactics for Cosmetic Product Launches – 2026 Playbook

By Lucy Luc

Lipstick has always existed at the intersection of culture and commerce. It is one of the few beauty products that has maintained relevance across centuries, evolving from ancient ceremonial pigment to a modern global symbol of identity and self-expression. Historical records show that early forms of lipstick were used in ancient Egypt and other civilizations for both aesthetic and ritual purposes, reinforcing one consistent truth: lipstick has never been only about appearance, it has always been about meaning.

In today’s beauty landscape, that meaning is expanding again. According to The Beauty Forecast: The Defining Trends Shaping 2026, the beauty industry is undergoing a structural shift where surface-level aesthetics are no longer enough to sustain consumer attention. Beauty is increasingly merging with wellness, longevity, and functional care. Industry leaders emphasize this transformation clearly, with one stating that beauty is evolving “beyond surface-level performance toward care-driven, wellness-integrated solutions designed to support long-term vitality.” Another predicts that “beauty and wellness will be synonymous.” This shift fundamentally changes how lipstick launches must be positioned in PR strategy.

Lipstick is no longer evaluated solely as a colour product. Consumers are now assessing it through a wider lens that includes comfort, ingredient transparency, emotional value, and its place within a simplified lifestyle. This reflects a broader consumer trend toward utility-first beauty, where people want fewer products that do more. Multi-use cosmetics, hybrid formulas, and skincare-infused makeup are gaining momentum as audiences prioritize efficiency without sacrificing performance. In this context, a lipstick campaign is no longer just about announcing a shade, but about explaining why it fits into a more intentional way of living.

At the same time, beauty culture is moving away from overly curated perfection. Industry insights consistently highlight a growing fatigue with hyper-polished aesthetics and algorithm-driven beauty standards. Instead, audiences are gravitating toward authenticity, visible texture, and real-life application. One creative strategist describes this shift as a return to humanity in beauty, where “intentional imperfection becomes proof that you are real.” For lipstick PR, this changes everything. Smudged finishes, natural wear, and lived-in colour are no longer imperfections to correct, but signals of credibility and relatability.

These cultural shifts are reshaping the mechanics of public relations itself. Traditional cosmetic PR often relied on gifting, influencer seeding, and isolated editorial coverage to generate short-term visibility. While these tactics still exist, they are no longer sufficient on their own. In 2026, successful campaigns are built as integrated ecosystems where creator content, editorial storytelling, and paid amplification work together. This layered structure creates sustained momentum rather than brief spikes of attention, turning awareness into measurable consumer action.

Storytelling has therefore become the core currency of cosmetic PR. A lipstick launch is no longer just a product announcement, it is a narrative about identity, confidence, and cultural relevance. Campaigns that succeed are those that frame lipstick not as an object, but as an experience tied to how people live, express themselves, and present identity in both digital and physical spaces. This shift aligns with a broader industry expectation that brands must educate before they promote, giving consumers the information they need to understand why a product matters before they decide to purchase it.

Credibility has also become essential in this new environment. Journalists and consumers increasingly rely on proof-based storytelling, where data, expert commentary, and behavioural insights are used to validate claims. Beauty coverage is now strongest when it sits at the intersection of trend analysis and real consumer behaviour. As one PR insight notes, if a story cannot explain why it matters, it is unlikely to be published. For lipstick campaigns, this means emotional appeal must now be supported by substance, whether through formulation innovation, usage data, or cultural relevance.

Cultural trends are also playing a defining role in shaping lipstick narratives. After years dominated by minimal “clean girl” aesthetics, beauty is shifting toward more expressive, bold, and individualistic styles. Industry voices predict a return of colour, texture, and personality-driven makeup, driven by a broader cultural desire to move away from algorithmic sameness. Lipstick sits at the centre of this shift because it is one of the fastest and most visible forms of self-expression. This makes it a powerful tool for PR storytelling, particularly when aligned with authenticity and emotional resonance.

Ultimately, National Lipstick Day is no longer just a promotional moment for cosmetic brands. It reflects a deeper transformation in how beauty is understood, communicated, and consumed. Lipstick still sells colour, but in 2026 it also represents confidence, simplicity, and cultural meaning. For organizations like CPRS Toronto, this evolution reinforces a key lesson for modern communicators. Successful cosmetic PR is no longer defined by visibility alone, but by the ability to combine cultural insight, credible storytelling, and meaningful consumer relevance in a crowded and rapidly evolving beauty landscape.

Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.

Positive Media Day: Why the Stories We Choose Matter

By Lucy Luc

Spend five minutes scrolling through your phone and you’ll likely encounter a familiar mix of headlines: conflict, crisis, controversy, and uncertainty. Negative news often dominates our attention because, psychologically, humans are wired to notice threats and risks.

Yet researchers are increasingly asking a different question. What happens when media also highlights generosity, resilience, problem solving, and human connection?

Positive Media Day, observed on June 22, offers a timely opportunity to explore how constructive storytelling influences audiences and what communicators can learn from it.

The Rise of Positive Media Psychology

For decades, media research focused heavily on the harmful effects of media consumption. Scholars examined the impact of violent content, stereotyping, fear-based messaging, and sensationalized news coverage.

More recently, researchers have begun exploring media’s ability to create positive outcomes.

This area of study, known as Positive Media Psychology, emerged from positive psychology, a field pioneered by Martin Seligman and Mihaly Csikszentmihalyi. Their work shifted attention toward understanding the factors that help individuals and communities thrive, including optimism, resilience, wellbeing, empathy, and social connection.

Media psychologist Pamela Rutledge describes positive media psychology as an effort to understand “how people benefit” and “how we can make it better.” Rather than focusing exclusively on media’s risks, researchers are examining its potential to strengthen communities, support wellbeing, and encourage positive social behaviour.

This perspective feels particularly relevant today as communicators navigate an increasingly crowded and often polarized information environment.

Why Certain Stories Stay With Us

Think about the last film, documentary, or news story that genuinely moved you.

Perhaps it featured a community rallying around a family in need. A young person overcoming barriers. A volunteer dedicating years to a local cause.

Chances are the story stayed with you long after it ended.

Researchers call this emotional response “elevation.”

In a landmark study, media scholar Mary Beth Oliver found that meaningful films frequently generated feelings of elevation when audiences witnessed acts of kindness, sacrifice, gratitude, loyalty, or moral courage. Participants reported feeling inspired, emotionally moved, and motivated to become better people themselves.

As Oliver and her colleagues observed, meaningful media experiences were associated with a stronger desire to “be a better person” and to do good for others.

That finding is significant for communicators because it demonstrates that stories can shape behaviour, not just awareness.

A powerful story can encourage people to volunteer, donate, support a cause, participate in their community, or simply approach others with greater empathy.

From Fear to Possibility

One of the most well-known concepts in media research is “mean world syndrome,” which suggests that heavy exposure to negative news can lead audiences to perceive the world as more dangerous than it actually is.

Emerging research suggests an alternative outcome is also possible.

A study led by researcher Karl Aquino found that people who were exposed to stories demonstrating extraordinary kindness became more likely to believe that generosity and goodness exist in the world. The stronger the feeling of elevation, the stronger their perception that people are generally caring and compassionate.

That shift in perspective matters.

People who believe positive change is possible are often more willing to engage with their communities, collaborate with others, and contribute to solutions. Stories do not simply describe reality. They help audiences interpret it.

For communicators, this serves as an important reminder that every narrative leaves an impression beyond the immediate message.

Positive Media in a Canadian Context

Across Canada, there is growing appetite for stories that move beyond identifying problems and begin exploring responses.

We see this in coverage of Indigenous leadership initiatives, community organizations supporting newcomers, local sustainability projects, youth advocacy efforts, and social enterprises tackling complex challenges.

These stories resonate because they provide something audiences increasingly seek: evidence that progress is possible.

Constructive stories do not avoid difficult realities. Instead, they expand the conversation by showing how people, organizations, and communities are responding.

In a communications landscape where trust remains fragile, this approach can create a stronger sense of credibility and engagement.

Audiences want honesty. They also want context, perspective, and a reason to stay engaged.

What This Means for Communicators

Positive media should not be confused with positive spin.

Audiences are remarkably skilled at identifying content that feels overly polished, performative, or disconnected from reality. Constructive storytelling works because it acknowledges challenges while exploring solutions, lessons learned, and human experiences.

For communications professionals, this presents several practical considerations.

When developing stories, ask whether the narrative highlights meaningful impact rather than simply activity. Look for opportunities to elevate voices that demonstrate resilience, leadership, collaboration, or innovation. Consider whether audiences will leave with a deeper understanding of both the challenge and the path forward.

Most importantly, focus on people.

Research consistently shows that stories grounded in authentic human experiences create stronger emotional engagement than statistics or organizational messaging alone.

The stories audiences remember are rarely the ones filled with corporate language. They are the stories that help people see themselves, their communities, and their shared humanity.

Looking Ahead

Positive Media Day is ultimately a reminder that storytelling carries influence.

Every article, campaign, social media post, and media interview contributes to how audiences understand the world around them. While communicators cannot control every headline, they can influence how stories are framed, whose voices are included, and what possibilities audiences are invited to consider.

The strongest stories do not simply capture attention.

They build understanding.

They create connection.

And occasionally, they leave people feeling inspired to make a difference themselves.

In an era where attention is increasingly difficult to earn and trust is increasingly difficult to maintain, those outcomes may be more valuable than ever.

Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.

 

Father’s Day vs. Mother’s Day Campaigns: What Canadian Communicators Can Learn from the Stories We Tell

By Lucy Luc

Every June, Father’s Day arrives with familiar images. Retail flyers promote barbeque accessories, tools, golf equipment, and novelty gifts. Social media fills with dad jokes and lighthearted content celebrating fathers and father figures.

Just a few weeks earlier, Mother’s Day campaigns looked very different. Advertisements focused on gratitude, sacrifice, love, and emotional connection. Flowers, jewelry, spa experiences, and heartfelt messages dominated the conversation.

As communicators, these differences are worth paying attention to. They reveal not only how brands market to consumers, but also how storytelling shapes public perceptions of caregiving, family, and identity.

Father’s Day offers an opportunity to reflect on how narratives evolve and what public relations professionals can learn from them.

The Origins of Two Celebrations

In Canada, Mother’s Day is celebrated on the second Sunday in May, while Father’s Day takes place on the third Sunday in June. Both holidays were created to recognize the important role parents play in shaping families and communities.

Mother’s Day was officially recognized in the United States in 1914 following the efforts of Anna Jarvis and quickly gained popularity across North America. Father’s Day followed a different path. Inspired by Sonora Smart Dodd in 1910, it took decades before receiving the same level of recognition and commercial attention.

Although both celebrations were founded on appreciation and gratitude, the stories built around them have developed quite differently.

Why Do the Campaigns Feel So Different?

Historically, Mother’s Day campaigns have focused on emotion. Brands often position mothers as selfless caregivers whose contributions deserve recognition and reward. Marketing messages frequently highlight love, sacrifice, nurturing, and family connection.

Father’s Day campaigns, meanwhile, have often leaned toward humour and practicality. Fathers are commonly portrayed as handy problem solvers, sports enthusiasts, grill masters, or providers. Gifts marketed to dads tend to emphasize utility rather than sentiment.

Research has consistently shown that consumers spend significantly more on Mother’s Day than Father’s Day. This spending gap reflects not only purchasing habits but also the way each holiday has been positioned by brands over time.

For public relations professionals, this demonstrates a fundamental principle of communications. The stories we repeatedly tell influence how audiences understand people and their roles in society.

A Changing Canadian Reality

The traditional narratives surrounding parenting no longer fully reflect the reality of many Canadian families.

According to data from Statistics Canada, fathers today are spending more time engaged in caregiving and household responsibilities than previous generations. Family structures have also become increasingly diverse, including single parent households, blended families, same sex parents, multigenerational households, and families supported by grandparents, guardians, mentors, and caregivers.

As Canadian society evolves, audiences increasingly expect brands and organizations to reflect these realities in their communications.

This shift is particularly important for public relations practitioners. Audiences are quick to recognize messaging that feels outdated or disconnected from lived experiences. Authenticity matters more than ever.

How Brands Are Rethinking Father’s Day

Over the past decade, many organizations have started moving away from stereotypical portrayals of fathers.

Instead of focusing solely on humour or practical gifts, campaigns increasingly showcase fathers as caregivers, mentors, emotional supports, and active participants in family life. These stories resonate because they reflect the experiences many Canadians see in their own families and communities.

Successful campaigns are not abandoning humour altogether. Rather, they are creating a more balanced narrative that recognizes the complexity of modern fatherhood.

This evolution highlights an important lesson for communicators. Representation is not simply about visibility. It is about accuracy. When people recognize themselves in a story, they are more likely to engage with it, trust it, and remember it.

The PR Lesson Behind the Campaigns

For public relations professionals, Father’s Day and Mother’s Day offer more than seasonal marketing opportunities. They provide a case study in how cultural narratives are created and reinforced.

Every campaign communicates values. Every message reflects assumptions about audiences. Every story has the power to shape perceptions.

When developing campaigns, communicators should ask:

• Are we reflecting the realities of the communities we serve?
• Are we relying on assumptions or insights?
• Whose voices are included in our storytelling?
• Are we creating opportunities for audiences to see themselves represented authentically?

The strongest communications strategies begin with understanding people, not stereotypes.

Looking Ahead

As Canada continues to become more diverse and inclusive, expectations for meaningful storytelling will continue to grow. Audiences increasingly seek campaigns that reflect real experiences, real relationships, and real communities.

Father’s Day reminds us that effective communications are not about fitting people into familiar narratives. They are about uncovering the stories that already exist and telling them with authenticity, empathy, and purpose.

At CPRS Toronto, we recognize that public relations is ultimately about human connection. Whether we are communicating on behalf of organizations, communities, or causes, our responsibility is to tell stories that reflect the people behind them.

This Father’s Day, we celebrate fathers, father figures, mentors, and caregivers across Canada whose everyday contributions help shape stronger families, workplaces, and communities. Their stories deserve to be heard, not because they fit a stereotype, but because they reflect the many ways care, leadership, and support show up in our lives every day.

Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.

National Handshake Day: Why Human Connection Still Matters in an AI-Powered World

By Lucy Luc

The handshake is one of the oldest forms of human connection.

Historians trace the gesture back thousands of years, where extending an open hand signaled peaceful intent and mutual trust. Long before LinkedIn requests, Zoom meetings, or AI-generated introductions, a handshake represented something simple yet powerful: “I see you, and I am willing to connect.”

Today, National Handshake Day offers an opportunity to reflect on how networking and relationship building have evolved in a world increasingly shaped by technology.

Artificial intelligence can write emails, summarize meetings, and suggest professional connections. Social media platforms allow us to connect with people across continents in seconds. Virtual events have removed geographical barriers that once limited networking opportunities.

Yet despite these advances, many professionals are rediscovering something that technology has not been able to replace: the value of being in the same room.

The Connection Paradox

For the first time in history, we are more connected digitally than ever before.

At the same time, many people report feeling increasingly disconnected from one another.

This paradox has become particularly noticeable among younger professionals who entered the workforce during or shortly after the pandemic. While they are highly skilled at using digital platforms, many missed opportunities to develop confidence in face-to-face networking and relationship building.

Research published in 2026 found that 69% of Gen Z professionals reported technology had made them feel more isolated at work. The same research found that networking remains critical to career growth, yet many professionals feel uncertain about how to navigate networking in today’s environment.

The challenge is no longer access to people.

The challenge is building meaningful relationships.

Why Face-to-Face Interactions Still Matter

Technology is incredibly effective at helping us find people.

Trust, however, is built differently.

When we meet someone in person, we process information beyond words. We observe body language, tone of voice, eye contact, enthusiasm, and countless subtle social cues that help us determine credibility and connection.

Networking experts often point to what digital interactions struggle to replicate: spontaneity.

A LinkedIn message is intentional.

A conversation while waiting for coffee at a conference is unexpected.

Some of the most valuable professional relationships begin not during formal presentations, but during casual conversations between sessions, shared meals, or introductions made through mutual contacts.

Those moments create what researchers call serendipitous encounters, opportunities that rarely emerge through algorithms and targeted searches alone.

As organizers of Tech Summit Vienna 2026 noted, “Digital tools offer us reach, but in-person interaction remains the ultimate tool for impact.”

Networking Has Changed. It Has Not Disappeared.

One misconception is that networking today requires choosing between online and offline relationship building.

The reality is that successful professionals are increasingly combining both.

Recent Canadian workforce research found that networking now happens across multiple channels:

• 83% of job seekers attend in-person networking events.
• 82% build relationships through informal conversations such as coffee chats or dinners.
• 75% use platforms such as LinkedIn and Meetup.
• 71% participate in virtual events and webinars.

The most effective networkers are not abandoning technology. They are using it strategically.

Digital platforms help identify opportunities, maintain visibility, and continue conversations. In-person interactions deepen those relationships and create the trust needed for long-term collaboration.

Think of it as a modern networking cycle.

A LinkedIn connection leads to a coffee chat.

A conference conversation leads to an online follow-up.

A virtual meeting leads to an in-person collaboration.

The strongest professional relationships often move seamlessly between both worlds.

What the Data Says About Human Connection

The return of in-person networking is not driven by nostalgia.

It is driven by results.

Recent studies found that 77% of professionals still consider in-person events the most effective networking channel. Approximately 75% of customers report preferring face-to-face interaction when making important decisions.

The impact extends beyond networking events.

Research has shown that 84% of business-to-business deals begin through referrals, while 71% of organizations report winning business through face-to-face networking opportunities.

One study from the Journal of Experimental Social Psychology found that requests made in person were up to 34 times more successful than identical requests made through email.

The findings point toward a consistent conclusion: relationships remain one of the most valuable forms of professional capital.

Lessons for Communicators

For public relations professionals, National Handshake Day serves as a reminder that communications has always been rooted in relationships.

Technology has transformed how messages are delivered, but trust still develops through authentic human interaction.

This becomes particularly important as artificial intelligence becomes more integrated into daily communication practices.

AI can help draft content, analyze data, and improve efficiency. What it cannot replicate is genuine curiosity, empathy, emotional intelligence, or the trust that develops when people share experiences together.

The future of communications is unlikely to be fully digital or fully in person.

Instead, success will come from understanding when each approach is most valuable.

Use technology to expand your reach.

Use in-person interactions to deepen relationships.

Use digital platforms to maintain connections.

Use face-to-face conversations to strengthen them.

Looking Ahead

National Handshake Day is not really about a handshake.

It is about what the gesture represents.

In an era defined by artificial intelligence, automation, and constant digital communication, human connection has become more valuable, not less.

The professionals who thrive will not necessarily be those with the largest online network or the most advanced technology.

They will be the ones who understand how to turn connections into relationships, conversations into trust, and introductions into meaningful opportunities.

Because while technology may continue to change how we meet, people will always remember how we made them feel when we did.

Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.