MEMBERS BLOG

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

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!

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

Being a strong face-to-face communicator in the digital age

Written by: Izabella Knap, Centennial College, Editor, Student Representative and Content Contributor

Have you noticed that people have gotten more nervous or awkward over the past few years? I first noticed this when I enrolled in a public relations program last fall. Now, don’t get me wrong. I too felt clumsier and more nervous than I had in years past. I suddenly became very aware of my hands just sitting there while I talked. And was I opening my mouth too little or too much?

It quickly became apparent that the pandemic and all that time cooped inside behind a screen had left a lot of us with a serious case of over-thinking.

Or did it? Can we really blame all of this on the pandemic? Maybe it’s because we have been spending most of our day ‘doom scrolling’ for as long as we can remember.

When I started school, I noticed that the class struggled with things like small talk or sitting beside someone new. People seemed like they were uncomfortable with any scenario where they couldn’t predict or control everything.

I sympathize with this state of mind. However, I think that we as communicators—especially the younger generations—need to not only nip this in the bud, but to be continuously working on what it’s like to exist with the possibility of vulnerability.

Being able to speak with others face-to-face, or even over the phone, is something we need to not only be able to do at a moment’s notice, but also be very confident while we do it. The problem is, even if you take classes in public speaking and presentation, the issue will return once you are back to spending the majority of every day and night behind the soothing glare of your phone.

As professional communicators, it is vital that we regularly practice incorporating higher-stakes communication. Here are some things we can do to become well-rounded communicators, in order of difficulty:

• In a safe environment, practice starting a neutral conversation with a stranger regularly. I personally like to talk to approachable people at the pharmacy line-up, or the Canada Post worker that is always so nice to everyone!

• Practice asking for what you need in-person. Did a server bring you the wrong drink? Practice letting him know in a manner that is calm and kind, but not so kind that you aren’t taken seriously as a customer.

• Make plans to connect with a friend you’re beginning to lose touch with. But don’t put it off! For more free info, tools, and tips on how to practice healthy social connection habits, check out GenWellproject.org.

When we practice connecting with others in ways that feel scarier, what we are really doing is trusting ourselves to handle the situation no matter how it goes. If that person in the pharmacy line-up doesn’t want to talk, that just means you will be better equipped for when a pitch doesn’t land, or when a client doesn’t quite love your idea.

See you on the less awkward side!

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

Game changing PR campaigns that we can learn from

Written By: Harumi Kavassaki, Graphic Designer, York University

With the rise of social media and the shift towards digital, the PR industry has undergone significant changes over the past 20 years. PR professionals have had to adapt to these changes by developing strategies that had never been seen before. Companies needed to stand out in order to engage with their audiences. Little did they know that some of their strategies were going to make a mark in the world of PR.

Here are some examples of game changing PR campaigns that have not been forgotten. They have influenced how PR professionals conduct campaigns to this day.

1. Dove’s Campaign for Real Beauty (2004): No matter how old you are, you’ve probably heard, seen or studied this campaign before. At a time where the industry imposed and ruled beauty standards, this campaign was designed to challenge the beauty industry’s narrow definition of beauty and promote self-esteem and confidence in women. The campaign featured women of all shapes, sizes and ages. It was incredibly successful in generating positive media coverage and consumer engagement.

One reason why this campaign was so successful? It was, and still is, RELATABLE.

2. ALS Ice Bucket Challenge (2014): This campaign was an absolute game changer for how social media is used in PR. The ALS Ice Bucket Challenge was a viral social media campaign that raised awareness and funds for ALS research. The campaign involved people pouring a bucket of ice water over their heads and challenging others to do the same, while also making a donation to ALS research. The campaign was incredibly successful, raising over $220 million for ALS research and generating millions of social media posts.

Worldwide names such as Bill Gates, Oprah Winfrey, Justin Bieber and many more participated in the challenge, which definitely changed our perception of digital influencers, and their ability to connect with their audience. This campaign can be described as VIRAL.

3. Share a Coke Campaign (2011): This campaign was designed to increase sales of Coca-Cola by personalising the product. The campaign involved printing people’s names on Coke bottles and cans and encouraging them to share them with friends and family. The campaign was incredibly successful in generating social media buzz and increasing sales, with Coca-Cola reporting a two per cent increase in sales during the campaign. Who didn’t buy a coke with their names just for the sake of posting it on Instagram? It was all about the PERSONALIZED

Dove, ALS Research and Coca-Cola really embraced their opportunities, audience preferences, and established a benchmark for success. By understanding why a PR campaign was successful, PR professionals can learn from the tactics and strategies used and apply these to future campaigns. This can help to improve the effectiveness of future campaigns and achieve better results.

As a consumer, Dove’s campaign touched me. The Ice Bucket Challenge drew me in. For Coca-Cola, I found great enjoyment in seeing the personal touch being added to each bottle. As a PR student, I can see how and why these campaigns achieved their objectives.

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

Overcome your creative block: How to be creative when everything has already been seen and done? 

Written by: Harumi Kavassaki, Graphic Designer, York University

It’s 2023 and public relations as we know is a fast-paced and creative profession that keeps you on your toes. In this case, your mind’s running a marathon. With the convenience of the internet, it feels like everything has already been seen and done. No matter what keywords you use, Google search will find millions of related articles and images. So how do we keep ourselves creative and original?

The right side of your brain is associated with stimulating creativity. However, recent studies have confirmed that the creative process begins with both sides working together on neural connections and signals. That being said, here are a few tips to stimulate the right side of your brain that may help you boost your creativity when you’re having a creative block:

Pause:

That’s right. Pause. Take a short break or even a long one. Prolonged and continuous focus reduces the brain’s ability to concentrate. The same applies to spending a lot of time trying to come up with an idea. The best we can do to refresh our minds is to take a break. Focus on something else for a while – preferably on something you like to do, and when you’re back, your brain will be fresh, more oxygenated, and in return, stimulate original thoughts.

Experience:

Be open and eager for new experiences! Try different foods, travel to unexplored places, listen to songs and ponder the lyrics. You will soon have acquired a long list of things that inspire you, backed by your individuality and the uniqueness of the experience. Inspiration can come from elements as simple as sounds, tastes, visuals and much more. Is there anything more unique than your own thoughts and emotions towards an experience?

Environment:

The environment we’re in can have a huge impact on our emotions. We tend to feel more relaxed in places we feel welcomed, comfortable, and safe in. If your brain does not have to worry about external factors, it will work better in maintaining your trail of thought and focus. And don’t forget the time! Are you an early bird or a night owl? My best ideas come to mind as soon as my head hits the pillow. I always keep a pen and paper on my nightstand, to pen down my 1 am thoughts.

Train Your Brain:

If you use the internet wisely, it can be the best tool around. When I was an interior design student, I had to design an office space. The first thing I did was search “office designs” on Pinterest. My professor at the time encouraged me to not indulge in this instant reaction most of us have and recommended finding inspiration from something else. That way I’d force my brain to come up with something new. Think about something similar to what you were looking for, but not quite the same. Or something completely opposite. Train your brain to work with what you don’t need so you can come up with what you do need.

Every individual is unique, and creativity stems from uniqueness. Thus, at the end of the day, you will be able to determine which strategy works best for you. The sky’s the limit with innovation and creativity. Everything seen is perceived differently. The challenge lies in looking at it from your point of view.

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

Interview with the experts: Agency vs Corporate 

Written by: Harumi Kavassaki, Graphic Designer, York University

You have completed at least your first year in a PR program, and it is time to start thinking about internship or job options. There are a number of things to consider before deciding if you’re more of an agency person, or a corporate person. There are advantages and disadvantages for both, and it will all depend on what you’re looking for.

I had a chance to speak to four communications professionals and gained a lot of insight from all of them.  Although I spoke to each of them separately, I’ll share my conversation with two of them in this blog.

What is your current role and specific tasks?

Gus: I’m an Associate with Integrated Media at Weber Shandwick. My role is mostly related to media relations with traditional digital media plus social media work, dealing with relationships with media, media pitching, influencer work, media reporting, and a lot more.

Sav: I look after all stakeholder relations, community engagement, social media, website management, and overall aspects of marketing and communications for a reputed university in New Brunswick.

Do you work with one specific industry?

Gus: No. Our agency has cross-teams that work on a variety of projects and industries. 

Sav: I work specifically for the civil engineering department and the research centre, however, I still have a wide range of day to day activities.

Do you think knowledge of the field you’re working in is necessary?

Gus: Not really. It is important to leverage whatever resources there might be from the vendor, and there is always an expert that you can learn from. Every day or week is a different project and client, and it is motivating that when I know very little about the industry, there is an opportunity to learn a lot about it.

Sav: It is definitely an asset but not something you can’t learn while being on ground. Having a supportive team is important, and once you’re in you can learn as you navigate your way through it. I say that for my last experience in the Institute of Design, as well as for my current position. 

Have you worked in a corporation/agency before? How do you compare your two experiences?

Gus: I have not worked in a corporation before. I really enjoy the agency work so far, especially the pace and the exposure, it keeps me moving in the job and I learn something new everyday. Also, it’s not always obvious what the work is going to be, or what kind of work the client wants to do.  I assume that the cross vertica branding in an agency wouldn’t be the same on a client side job.

Sav: Yes, I have experience working in both agencies and corporations. Agency life is more fast paced, and you get to work with lots of brands, speak to different kinds of media, write in different styles, all at the same time. It is also very competitive because other agencies are doing the same thing, so there is this hush of doing better. I think a major point is the balance of how much competition you want. Right now I can 100% invest myself in the brand, and it makes me fulfil my professional pursuit because I’m focused on one brand, and I can see immediate results. In agency, you may not get to see the results as much. 

Have you ever had to work on something that you didn’t agree with or that would go against your personal values? Was there an opportunity to abstain from doing this work, or delegating to someone else?

Gus: Not really. I’ve had clients where for personal alignments of values I have opted to work with/absent and these are conversations that happen in any agency. I have not heard stories of agencies that force people to do work on what they don’t believe in.  

Sav: I’ve always worked in organisations that support good causes and I’ve never had to do something that I didn’t agree with. That is why I like to do research about organizations before applying for a job, and I want to make sure I will be valued.

At the end of the day, it all depends on what you’re looking for to begin your career. I hope this blog gives you some insights and helpful tips to get started on your job search!

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