MEMBERS BLOG

The PR Trends Every Communicator Should Watch This Fall

 By Anmol Harjani

As summer begins to wind down, communications teams are already looking ahead.

Fall is often one of the busiest seasons for organizations. Campaigns are launched, internal initiatives ramp up, conferences return, and planning for the year ahead begins. For communications professionals, this transition isn’t just about changing calendars—it’s about staying ahead of an industry that continues to evolve.

The communications landscape has never stood still, but the pace of change today is unlike anything we’ve seen before. New technologies, changing audience expectations and evolving workplace dynamics are reshaping how organizations connect with the people who matter most.

Rather than trying to predict every new platform or trend, communicators who thrive are the ones who understand the bigger shifts influencing the profession.

Here are five trends worth watching as we head into the fall season.

1. Authenticity Continues to Outperform Perfection

Audiences have become increasingly skilled at recognizing overly polished messaging.

Whether communicating with customers, employees or community members, people respond to organizations that sound genuine rather than scripted.

This doesn’t mean abandoning professionalism. Instead, it means communicating with clarity, transparency and a human voice.

The strongest campaigns today often focus less on saying everything perfectly and more on saying the right thing honestly.

Ask yourself:

• Does this sound like a real person?
• Does it answer the audience’s actual questions?
• Are we communicating with empathy?

Authenticity isn’t a trend that’s disappearing—it’s becoming an expectation.

2. AI Is Becoming a Collaborative Tool, Not a Replacement

Artificial intelligence has quickly become part of many communications workflows.

From brainstorming ideas to drafting outlines and analyzing data, AI can improve efficiency when used thoughtfully.

However, the value of communication has never been about producing words quickly. It’s about judgment, strategy, relationship-building and understanding people.

AI can help generate ideas.

Communicators determine whether those ideas are appropriate, ethical and meaningful.

The future isn’t about choosing between people and technology—it’s about knowing how to combine both effectively.

3. Internal Communications Are Receiving Greater Attention

Employees increasingly expect clear, timely and transparent communication from their organizations.

Whether navigating organizational change, introducing new initiatives or celebrating successes, internal communications now play a critical role in shaping workplace culture.

Strong internal communication helps build trust, improve engagement and create alignment across teams.

For communicators, this presents an opportunity to influence not only external reputation but also the employee experience.

4. Community Is Becoming a Competitive Advantage

Organizations are recognizing that meaningful relationships often have a greater impact than simply increasing visibility.

Building communities—both online and offline—encourages conversation rather than one-way communication.

For communications professionals, this means thinking beyond impressions and reach.

Instead, consider:

• Are we creating opportunities for dialogue?
• Are people returning to engage with us?
• Are we building lasting relationships?

Communities create advocates, and advocates create impact.

5. Continuous Learning Is No Longer Optional

The communications profession evolves quickly.

New platforms emerge.

Algorithms change.

Audience behaviours shift.

The most successful professionals aren’t necessarily the ones who know everything—they’re the ones who remain curious.

Professional development can take many forms:

• Attending industry events.
• Reading thought leadership.
• Listening to podcasts.
• Learning new digital tools.
• Participating in professional communities.
• Seeking mentorship.

Every conversation, project and learning opportunity contributes to long-term growth.

Looking Ahead

The months ahead will undoubtedly bring new technologies, changing audience expectations and fresh opportunities for communicators to make an impact.

While trends will continue to evolve, the foundations of excellent communication remain remarkably consistent.

Communicators who lead with empathy, embrace continuous learning and focus on building meaningful relationships will be well-positioned to navigate whatever comes next.

As we prepare for a busy fall season, perhaps the most valuable question isn’t “What’s the next trend?”

Instead, ask yourself:

“How can I continue growing as a communicator so I’m ready for what’s next?”

Because in communications, staying curious may be the most valuable skill of all.

Key Takeaway

The future of communications doesn’t belong to those who chase every trend—it belongs to those who understand people, adapt thoughtfully and continue learning.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

 

Co-Presidents Message

For those who have ever wondered whether good communications professionals are still relevant, the last few months have been a wake-up call. It seems like almost daily we are hearing about bad brand behaviour that could have been avoided by getting and listening to strategic, well-informed public relations counsel.

This is not counsel that can be found on ChatGPT or Claude. It is not counsel that can be Googled. It is counsel that has been built through education and years of experience. From CEOs who won’t speak one of our national languages because they’re “not fluent enough,” to ministerial staffers hanging up on journalists mid-interview, we’re watching the cost of bad counsel play out in real time.

CPRS Toronto is proud to help support and develop our members to ensure they have the skills and confidence to guide organizations big and small. We have professional development opportunities as well as our coveted PRK and APR programs. These certifications tell the world that you are an industry leader who possesses strategic competence.

Our members also abide by the CPRS Code of Professional Standards, which includes the pledge to deal fairly and honestly with the media and the public and to practice our craft to the highest standards of honesty, accuracy, integrity and truth and to not knowingly disseminate false or misleading information.

That’s why we’re confident our members serve as thoughtful, strategic advisors to some of the world’s biggest brands, and why those brands are in good hands.

AI may be able to replace a few jobs in our industry, but as long as reputations matter, the world will need skilled, human professionals to build and protect them.

Sincerely,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

August is often a time to look ahead, as organizations prepare for a busy fall and communicators reflect on how to navigate an increasingly complex media and information landscape. For this month’s In Conversation With blog series, we connected with Carolyn Shaw-Rimmington, who oversees public relations, international engagement and stakeholder relations for the Ontario Securities Commission (OSC).

With an extensive background in financial services, Carolyn provides strategic counsel to the OSC’s CEO and Board on reputational issues and opportunities to strengthen visibility. We spoke with Carolyn about how the role of communicators continues to evolve, the growing importance of stakeholder engagement amid declining trust in institutions and traditional media, and why sound judgment, credibility and trusted relationships will become even more valuable as AI reshapes the communications profession.

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

It has evolved dramatically with the rise of social media, and the erosion of trust in, and reliance on, traditional media outlets. These changes have made my role more complicated, as the channels for communicating with our stakeholders, delivering organizational messages, and monitoring our public reputation have rapidly expanded.

Delivering messages that shape an organization’s public image has become much less of a top-down exercise, and more of multi-channel dialogue with stakeholders. For an organization like the OSC that has an important public interest mandate, this has helped us to reach a broader audience than traditional media silos might have allowed. 

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

Like everyone, I’ve witnessed the widespread cuts to newsrooms, growing distrust of traditional media — and declining respect for social institutions — developments that have made the job of PR more challenging but, I’d argue, much more critical

Engaging key stakeholders and seeking candid feedback on our work has become more important than ever. To that end, my team is using our existing ‘owned’ channels to full effect, making hard decisions about which social media platforms to lean into, and providing journalists with meaningful assistance — ensuring that we communicate the ‘why’ behind everything we do — and finally, tracking and measuring the impact of our work. 

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

Clearly, PR professionals are going to be dealing with growing use of AI, and an accompanying expansion in digital “noise” that makes organizational messaging more challenging. We’ve all been exposed to AI ‘slop’ and false narratives. For this reason, skilled communicators will be even more indispensable in the future.

While some organizations may opt to have AI write, distribute and ‘pitch’ their stories, what will distinguish PR practitioners in the future will be an ability to cut through that noise with clear, concise and well considered messaging.

In this environment, professionals who have a well-honed and savvy sense of narrative that will resonate with their audience will be essential.

At the individual level, that means being well read, curious, and being able to write and edit with clarity. Also, building strong relationships with experts in their industry, and in the media, and demanding excellence of yourself. 

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

Exercise tremendous care when it comes to relying on AI, and other tools.

AI is a powerful resource that can save time but there’s no replacement for creativity, good judgment and trusted relationships. Make sure you and your team seek out and verify against the original underlying sources before publishing content and responding to media. Do your research, to build and protect your own credibility, and to be viewed as authoritative both within and outside your organization. Essentially, be a source of truth.

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.

Things I Wish Someone Had Told Me About AI Before My First Communications Job

By Marya Kalra

 

When I started my first communications role, I thought knowing how to use AI made me prepared. I could prompt it, edit it, and get a decent first draft in under two minutes. I figured that was the skill. Turns out, it was only half of it.

The other half is knowing when not to. And that’s the part nobody teaches you.

For my capstone thesis at Humber, I spent months researching exactly this: how employees and organizations actually experience AI in internal communications. I surveyed working professionals and sat down with senior communicators from banks, PR agencies, retail companies, and consultancies. What I heard changed how I think about AI at work. Not whether to use it — but where it genuinely helps, and where it quietly makes things worse without you realizing.

Here’s what I wish I’d known going in.

Feeling comfortable with AI is not the same as knowing when it’s right.

This was the biggest thing that shifted for me. There’s a real difference between being good at using a tool and having the judgment to know when it belongs in the room.

I see this in myself and I see it in a lot of people early in their careers. We learn the tools fast. We get efficient. And then we start applying them everywhere, because why wouldn’t we? But some messages aren’t about efficiency. Some messages are about a person on the other end who’s worried, or confused, or going through something hard — and what they need isn’t a well-structured paragraph. They need to feel like a human being actually thought about them.

That’s where AI, on its own, consistently falls short.

Know which moments are off-limits. Seriously, know them.

Every senior communicator I spoke with for my research, without me asking them to, said some version of the same thing: there are communication moments where AI just doesn’t belong. Crisis situations. HR conversations. Layoffs, restructuring, performance messaging. Leadership communications that carry real emotional weight.

One person described those moments as ones that “call for authenticity and sincerity that AI cannot capture.” And they were right. These aren’t moments where being fast or polished is the point. They’re moments where the person reading the message needs to feel like someone actually showed up for them. AI doesn’t do that. It produces text. There’s a difference.

Early in your career, it’s worth building a clear mental list of the communication types where you keep AI out entirely. Not because you can’t use it — but because the stakes of getting the human element wrong are too high.

Use it to start, not to finish.

The best way I’ve heard AI described by people who actually use it well is as a thought partner. Something to bounce off, get unstuck with, get a rough shape from — and then you take over completely.

The mistake I made early on was treating a decent AI draft as a near-final product. The edits I made were surface-level. And the result was copy that was technically fine but felt a little… hollow. A bit generic. Like it could have been for any company, any audience, any moment. Because it was.

Your job as a communicator isn’t just to produce words. It’s to make people feel something — informed, included, reassured, energized, whatever the moment calls for. AI can give you a structure. It cannot give you that, it simply does not have the emotional depth for it, only you can. Which is why one of my research findings was that employees do not trust AI, they trust the human supervising AI.

People can tell. More than you think.

Something that surprised me in my research was how often employees said they could already sense when a message had been AI-generated — and how that affected the way they read it. Not always consciously. Just a feeling that something was a little off. A bit flat. A little too smooth.

Your audience has good instincts. And in internal communications especially, where trust is everything, a message that feels manufactured can quietly chip away at exactly the thing you’re trying to build. It doesn’t take a big scandal. It’s just a slow erosion of “does leadership actually care, or are we just getting content.”

The fix is simple but it requires actual effort: read your draft out loud before you send it. Does it sound like a person? Does it sound like your organization? If the answer is no, keep editing until it does.

The best communicators aren’t the ones who use AI the most. They’re the ones who know when not to.

This is the thing I keep coming back to. We’re entering the field at a moment where everyone is figuring out the rules in real time. There are no perfect playbooks. Most organizations are genuinely still working this out.

That’s an opportunity. The communicators who are going to be worth something in this environment aren’t the ones who can automate the fastest. They’re the ones who can look at a situation, think about the person on the other end, and make a real judgment call about what that moment needs.

Your judgment and your empathy is the thing AI can’t replicate. Protect it. Develop it. And use it — especially when it would be easier not to.

Marya Kalra is a recent graduate of the Bachelor of Public Relations (Honours) program at Humber Polytechnic and currently works as a Communications Coordinator at Martin Brower of Canada.

AI Is a Tool, Not a Replacement: What Every Communicator Should Know

By Anmol Harjani

“Will AI replace communicators?”

It’s one of the most common questions being asked across boardrooms, classrooms, networking events and communications conferences today.

The short answer?

No.

The better question is:

How will communicators who embrace AI work differently from those who don’t?

Artificial Intelligence has quickly become one of the biggest conversations shaping our profession. From drafting social media captions and summarizing meeting notes to analyzing audience insights and brainstorming campaign ideas, AI is transforming how we work.

But while the technology is evolving rapidly, one thing remains unchanged:

Communication has always been, and will always be, about people.

Let’s Address the Elephant in the Room

It’s natural to feel uncertain whenever a new technology changes the way we work.

History has shown us this time and time again.

The internet changed communications.

Social media changed communications.

Smartphones changed communications.

Now, AI is changing communications.

Each innovation sparked questions about the future of the profession. Yet none of them eliminated the need for strategic thinkers, creative problem-solvers or trusted advisors.

Instead, they changed the skills required to succeed.

AI is no different.

What AI Does Well

Let’s give AI the credit it deserves.

It can help communicators become more efficient by handling repetitive and time-consuming tasks.

It can:

• Brainstorm campaign ideas.
• Draft first versions of content.
• Summarize lengthy reports.
• Organize research.
• Analyze large amounts of information.
• Generate meeting notes.
• Translate content into different languages.
• Repurpose long-form content into social posts.

These capabilities save valuable time, allowing communicators to focus on higher-value work.

But that’s where the distinction begins.

What AI Can’t Replace

AI can generate words.

It cannot build trust.

It can analyze data.

It cannot understand office dynamics, community relationships or organizational culture the way humans do.

It can suggest messaging.

It cannot sit across from a concerned employee, reassure a client during a crisis or navigate the emotions that accompany difficult conversations.

Communications is more than content creation.

It’s strategy.

It’s empathy.

It’s judgment.

It’s knowing when not to send the email.

It’s understanding that sometimes the most important communication happens before anything is written.

These are deeply human skills.

The Most Successful Communicators Will Work With AI

Rather than asking whether AI is good or bad, consider how it can become part of your professional toolkit.

Think of it the same way we think about design software, media monitoring platforms or analytics dashboards.

They’re tools.

Useful tools.

Powerful tools.

But still tools.

A great camera doesn’t make someone a great photographer.

A project management platform doesn’t make someone an effective leader.

Likewise, AI doesn’t replace strategic thinking.

It amplifies it.

The quality of the outcome still depends on the communicator using it.

Questions Every Communicator Should Be Asking

As AI becomes more integrated into our work, our responsibility also grows.

Before using AI-generated content, ask yourself:

• Is this accurate?
• Does it reflect our organization’s voice?
• Have I verified the information?
• Could bias influence this output?
• Does this align with our ethical standards?
• Would I confidently put my name on this work?

These questions matter because trust is one of the communications profession’s greatest assets.

Technology should strengthen that trust—not compromise it.

The Skills That Will Matter Even More

As AI takes on more administrative tasks, human skills become even more valuable.

The communicators who thrive won’t necessarily be those who know every new tool.

They’ll be the professionals who excel at:

• Critical thinking.
• Strategic decision-making.
• Relationship building.
• Active listening.
• Creative storytelling.
• Ethical leadership.
• Emotional intelligence.

Ironically, the more advanced technology becomes, the more important these human qualities become.

Looking Ahead

AI isn’t asking communicators to become less human.

It’s challenging us to become more thoughtful.

To ask better questions.

To think more strategically.

To spend less time on repetitive tasks and more time creating meaningful impact.

The future of communications won’t belong to AI.

It will belong to communicators who know how to combine technology with curiosity, creativity and compassion.

Because while technology can help us communicate faster, only people can help us communicate with purpose.

Before You Go…

Instead of asking, “Will AI replace my job?”

Try asking yourself:

“What human strengths can I develop that no technology will ever replicate?”
That question may shape your career far more than any software ever will.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

 

Before You Hit ‘Send’: Five Questions Every Communicator Should Ask
By Anmol Harjani

There comes a moment in every communicator’s day when the cursor hovers over one button.

Send.

It seems simple enough.

An email to employees.

A media release.

A social media post.

A statement during a crisis.

A campaign launch.

A LinkedIn update.

A newsletter.

Thousands of messages are sent every minute, but the communicators who make the greatest impact know that the real work happens before the message is ever shared.

Because communication isn’t measured by what you intended to say.

It’s measured by what people understand.

Whether you’re writing your first social media caption as a student volunteer or reviewing executive messaging for a national campaign, pausing to ask a few thoughtful questions can make all the difference.

Here are five questions worth asking before every message leaves your desk.

1. Who Is This Really For?

It’s surprisingly easy to write from our own perspective.

We focus on what our organization wants to announce, what our client wants to promote or what leadership wants to communicate.

But effective communication begins somewhere else.

With the audience.

Before writing a single sentence, ask yourself:

• What does this audience already know?
• What are they worried about?
• What information are they looking for?
• What action do we want them to take?

The best communicators don’t simply write messages.

They solve problems for their audience.

2. Is My Message Clear—or Just Complete?

Sometimes, in an effort to include every detail, we unintentionally bury the most important message.

Readers shouldn’t have to search for the point.

Whether it’s an email, a speech or a media release, clarity should always come before complexity.

A helpful exercise is to challenge yourself with one simple question:

If someone only remembered one sentence from this message, what would I want it to be?

If you can’t answer that immediately, your audience probably won’t be able to either.

3. Does This Sound Human?

Communicators often work with approvals, policies and corporate language.

Somewhere along the way, messages can begin to sound… robotic.

People don’t naturally say things like:

“Please be advised that the aforementioned initiative will commence effective immediately.”

They say:

“Here’s what’s changing and what it means for you.”

Professional doesn’t have to mean impersonal.

The most effective communication sounds like one person speaking to another.

Simple language isn’t less intelligent.

It’s more accessible.

4. What Could Be Misunderstood?

One of the most valuable habits a communicator can develop is anticipating questions before they’re asked.

Read your message again—this time from someone else’s perspective.

Would a new employee understand it?

Would a community member interpret it differently?

Does any sentence leave room for unnecessary confusion?

Strong communicators don’t just edit for grammar.

They edit for interpretation.

Because once a message is shared, readers bring their own experiences, assumptions and emotions to it.

Thinking ahead helps reduce misunderstandings before they happen.

5. Does This Build Trust?

Every piece of communication either strengthens trust or weakens it.

Sometimes the difference is subtle.

Did we acknowledge uncertainty instead of pretending to have every answer?

Did we communicate transparently?

Did we consider the people most affected by this message?

Did we take responsibility where necessary?

Trust isn’t built through one perfect campaign.

It’s built through hundreds of consistent moments where organizations communicate with honesty, empathy and respect.

Every message is an opportunity to reinforce that trust.

Great Communication Begins Before the First Word Is Written

Communicators are often recognized for what they create.

The campaign.

The strategy.

The speech.

The article.

The social media post.

But behind every successful piece of communication is something far less visible.

A moment of reflection.

A willingness to ask better questions.

An understanding that communication isn’t simply about being heard.

It’s about helping others understand.

So the next time your cursor hovers over the “Send” button, pause for just a few seconds longer.

Ask yourself these five questions.

Because the strongest communicators know that thoughtful communication doesn’t happen by accident.

It’s built through intention, curiosity and care—one message at a time.

Before You Send Your Next Message…

Challenge yourself to stop for sixty seconds.

Read your message one final time—not as the writer, but as the reader.

You may discover that the smallest change becomes the reason your message creates clarity instead of confusion.

And in communications, that’s often where the biggest difference is made.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

Why the Best Social Media Strategy Starts with Giving, Not Selling
By Anmol Harjani

Scroll through your social media feed for just five minutes.

You’ll probably come across a promotion, an advertisement, a company celebrating itself, another event invitation, and perhaps a post asking you to register, subscribe or buy something.

Now think about the last post you actually stopped to read.

What made it different?

More often than not, it wasn’t asking for your attention.

It had already earned it.

Whether it shared a fresh perspective, solved a problem, celebrated a community achievement or simply made you think differently, it gave you something valuable before asking for anything in return.

That’s the difference between using social media as a broadcasting tool and using it as a relationship-building platform.

For communications professionals, that distinction has never been more important.

Here’s a Challenge

Imagine your organization didn’t have the option to promote an event, advertise a service or announce a new initiative for an entire month.

Would your audience still have a reason to follow you?

It’s an uncomfortable question—but an important one.

Because the strongest communities aren’t built on constant promotion.

They’re built on consistent value.

People don’t return because they’re repeatedly asked to engage.

They return because every interaction leaves them feeling informed, inspired or connected.

Value Looks Different for Every Organization

Giving value doesn’t always mean producing lengthy reports or elaborate campaigns.

Sometimes, it’s much simpler.

For a nonprofit, it could mean sharing the story of a volunteer whose efforts created meaningful change.

For a municipality, it might be explaining a new policy in plain language.

For a communications team, it could be offering practical tips, highlighting lessons learned from a campaign or celebrating the work of colleagues across the profession.

The question isn’t, “What do we want to say today?”

The better question is,

“What would be genuinely useful for our audience today?”

That subtle shift changes everything.

Community Is Built Through Conversation

One of the biggest misconceptions about social media is that success depends on posting more often.

In reality, meaningful engagement comes from meaningful interaction.

Communities grow when organizations take the time to listen, respond and participate.

That might mean:

• Answering questions thoughtfully.
• Celebrating the achievements of partners and members.
• Responding to comments with genuine curiosity.
• Asking questions that encourage discussion instead of simply collecting likes.
• Sharing resources that help others succeed.

Communication has never been about speaking the loudest.

It’s about creating space for dialogue.

The Most Memorable Brands Make People Feel Something

Think about the organizations you admire most.

Chances are, you don’t remember every campaign they launched.

You remember how they consistently showed up.

You remember how they celebrated their community.

How they educated rather than overwhelmed.

How they acknowledged challenges with honesty.

How they shared knowledge freely.

Trust isn’t built in one viral post.

It’s built one interaction at a time.

Giving Creates Long-Term Value

One of the most rewarding aspects of working in communications is knowing that our work can make someone else’s day a little easier.

A student discovers career advice that boosts their confidence.

A volunteer feels recognized for their contribution.

A new professional learns a skill they can apply immediately.

A community member feels seen because their story was shared.

These moments may never appear in an analytics report.

But they’re often the interactions that matter most.

Metrics can tell us how many people viewed a post.

Only people can tell us whether it made a difference.

Before You Publish Your Next Post…

Pause for a moment and ask yourself:

• Does this educate?
• Does this inspire?
• Does this celebrate someone else?
• Does this answer a question?
• Does this encourage conversation?
• Would I stop to read this if it appeared in my own feed?

If the answer is yes, you’re already creating something valuable.

Because the most effective social media strategies aren’t built around algorithms.

They’re built around people.

And people remember the organizations that consistently give more than they ask.

A Thought to Take With You

The next time you’re planning content, don’t begin with,

“What do we want to post?”

Begin with,

“What does our community need from us today?”

That single question has the power to transform not only your social media strategy, but the relationships you build because of it.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

Change Is Constant. Great Communication Makes It Understandable

By Anmol Harjani

“We’re excited to announce some organizational changes…”

It’s a sentence that has appeared in countless emails, town halls and leadership meetings. Yet for many employees, volunteers and stakeholders, those words often spark more questions than excitement.

What does this mean for me?

Why is this happening now?

What’s changing—and what’s staying the same?

As communicators, we’ve all witnessed moments like these. We know that behind every announcement lies something much bigger than a press release or an internal memo. Every change, whether large or small, affects people differently. Some embrace it immediately, while others need time, reassurance and clarity.

That’s why communication isn’t simply a step in the change management process.

It is the process.

Imagine This…

Picture yourself walking into work on a Monday morning.

Your inbox is full.

There’s an invitation to a mandatory town hall scheduled for 10 a.m.

Rumours have already started circulating.

Someone says the organization is restructuring.

Another person heard there would be new leadership.

A colleague mentions hearing about a new technology platform.

No one knows what’s true.

By the time leadership begins speaking, employees have already started creating their own narratives.

This is where communicators quietly step in—not as the loudest voice in the room, but often as the calmest.

Our role isn’t simply to distribute information.

Our role is to replace uncertainty with understanding.

The Best Change Communication Starts Long Before the Announcement

One of the biggest misconceptions about change communication is that it begins the moment an email is sent.

In reality, that’s often the final step.

Long before messages are drafted, effective communicators are asking questions.

• What concerns might employees have?
• Which stakeholders will need different information?
• What questions will leaders be asked?
• What details are still unknown?
• Where might misunderstandings occur?

These conversations shape communication that feels thoughtful rather than reactive.

Because people don’t just remember what organizations communicated.

They remember how those communications made them feel.

Clarity Builds Confidence

One of the greatest gifts communicators can offer during change is clarity.

Not because we have every answer.

But because we’re willing to explain what we know honestly, acknowledge what we don’t yet know and commit to keeping people informed.

Simple language matters.

Consistent updates matter.

Accessible information matters.

Sometimes the most reassuring message isn’t, “Everything is figured out.”

Sometimes it’s simply,

“Here’s what we know today, here’s what we’re still working through and here’s when you’ll hear from us next.”

That kind of transparency builds credibility.

Listening Is Just as Important as Speaking

When organizations experience change, communication often becomes focused on delivering messages.

But some of the most meaningful communication happens after the presentation ends.

It’s in the conversations that follow.

The questions people ask.

The concerns they quietly share.

The feedback they hesitate to give.

Great communicators don’t just prepare answers.

They create opportunities for dialogue.

Whether through surveys, listening sessions, open office hours or informal conversations, they understand that communication isn’t complete until people feel heard.

Every Leader Is Also a Communicator

One of the most valuable partnerships within any organization is between leadership and communications.

Leaders provide vision.

Communicators help people understand that vision.

The strongest leaders aren’t necessarily the ones with perfect speeches.

They’re the ones willing to communicate with honesty, empathy and consistency.

They admit when they don’t yet have every answer.

They acknowledge uncertainty.

They invite conversation instead of avoiding difficult questions.

These moments build trust far more effectively than polished presentations ever could.

A Lesson Every Communicator Carries Forward

Whether you’re supporting a nonprofit, working in government, leading internal communications or helping clients navigate change, one lesson remains constant:

People don’t expect perfection.

They expect transparency.

They want to understand what’s happening.

They want to know someone is listening.

And above all, they want communication that feels human.

Technology will continue to evolve.

Organizations will continue to change.

New challenges will emerge.

But one thing won’t change: people will always remember how they were communicated with during moments of uncertainty.

As communications professionals, that’s both our responsibility and our opportunity.

The next time you’re preparing a change announcement, remember that your audience isn’t just reading your words.

They’re looking for confidence.

They’re looking for honesty.

They’re looking for someone to help them make sense of what’s next.

And that’s exactly what great communicators do.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

Finding Your Voice: Why Great Public Speaking Starts with Great Storytelling

By Anmol Harjani

“The biggest mistake communicators make isn’t being nervous. It’s forgetting that communication is about connection—not perfection.”

Whether you’re introducing yourself at a networking event, presenting campaign results to senior leadership, pitching a story to the media, or speaking on a conference panel, chances are you’ve experienced that familiar rush of nerves. Your heart races, your thoughts seem to scatter, and suddenly every word feels more important than it did just moments before.

If that sounds familiar, you’re not alone.

Even experienced communications professionals admit they still feel nervous before speaking publicly. The difference isn’t that they’ve eliminated fear—it’s that they’ve learned how to channel it into something meaningful.

At its core, public speaking isn’t about delivering a flawless presentation. It’s about helping people understand, remember and connect with your message.

Every Communicator Is a Storyteller
When people hear the word “storytelling,” they often picture keynote speakers or TED Talks. In reality, storytelling happens every day in communications.
It’s the media pitch that helps a journalist see why a story matters.
It’s the internal announcement that reassures employees during organizational change.
It’s the campaign that transforms statistics into human experiences.
It’s the conversation that helps a client feel heard rather than simply informed.
Stories give information meaning. They help audiences remember not just what was said, but why it mattered.

Before preparing your next presentation, ask yourself one question:
What do I want people to remember after they leave the room?

That answer should shape everything else.

Confidence Isn’t Something You’re Born With

One of the biggest myths about public speaking is that confident speakers are naturally gifted.
In reality, confidence is built through preparation, repetition and experience.

The communicators who appear the most comfortable are often the ones who have spent the most time refining their message. They understand their audience, anticipate questions and focus less on sounding impressive and more on being helpful.

Confidence grows every time you speak up in a meeting, volunteer to present, ask a thoughtful question at an event or share an idea that matters.

It’s built one conversation at a time.

Shift the Focus From Yourself to Your Audience
When we’re nervous, it’s easy to become consumed by our own performance.
Am I speaking too quickly?
Did I lose my place?
What if I forget something?
Instead, try shifting your focus.

Ask yourself:
● What does my audience need to know?
● What challenge are they trying to solve?
● How can I make this information easier to understand?
● What action do I want them to take?

This simple change in perspective transforms speaking from a performance into a service.
And that’s where communicators do their best work.

Practical Ways to Strengthen Your Speaking Skills
Like any professional skill, public speaking improves with practice.
A few habits can make a meaningful difference:
● Begin with a clear message before building your slides.
● Replace jargon with language your audience naturally understands.
● Pause instead of rushing through important ideas.
● Practice aloud rather than reading silently.
● Invite questions—they’re a sign your audience is engaged, not a sign you’ve failed.

Most importantly, remember that authenticity is more memorable than perfection.
People rarely remember every statistic or every slide.
They remember how you made them feel.

Communication Is a Skill That Keeps Evolving
Whether you’re a student preparing for your first presentation, a volunteer leading a committee meeting, or a senior communications leader addressing hundreds of attendees, there is always room to grow.

Every presentation is an opportunity to learn something new about your audience, your message and yourself.

The best communicators aren’t the loudest voices in the room.

They’re the ones who create understanding, inspire confidence and leave people thinking differently than they did before.

As communications professionals, that’s the impact we strive to make every day.

Reflection Question
What’s one public speaking lesson you’ve learned that changed the way you communicate?
Share your experience with the CPRS Toronto community. Your insight could help someone else find the confidence to use their voice.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.