MEMBERS BLOG

Accessibility in PR and Communications

By Lucy Luc

The role of accessibility in communication

Accessibility in public relations and communications refers to the practice of ensuring that content can be accessed and understood by people with a wide range of abilities. This includes individuals who use assistive technologies such as screen readers, captions, or other adaptive tools to engage with digital content.

According to the Centers for Disease Control and Prevention, approximately 61 million adults in the United States live with a disability. Globally, it is estimated that around 16 percent of the population experiences some form of disability. These figures indicate that accessibility is a significant factor in how communication reaches and serves audiences.

Accessibility as part of PR practice

Public relations relies on clear and effective communication between organizations and their audiences. When content is not accessible, part of the intended audience may be excluded from receiving or understanding the information.

Accessibility in PR applies to multiple forms of communication, including press releases, social media content, websites, and digital campaigns. It also applies to events and multimedia materials where information is shared through visual or audio formats.

The Web Content Accessibility Guidelines (WCAG), developed by the World Wide Web Consortium, provide widely used standards for digital accessibility. These guidelines are used internationally to support content that is perceivable, operable, understandable, and robust for different users.

Common accessibility considerations in communications

Accessibility in PR and communications is influenced by how content is structured and presented. Screen readers rely on properly formatted text and descriptive elements to interpret digital content. Without these components, information may not be fully accessible to users with visual impairments.

Multimedia content requires accurate captions and transcripts to ensure that individuals who are deaf or hard of hearing can access the information. Visual content requires descriptive text so that meaning is available to users who cannot see images.

Digital documents such as PDFs and press releases also require structured formatting to ensure compatibility with assistive technologies. This includes clear headings, readable fonts, and properly tagged elements.

Accessibility in social and digital platforms

Social media platforms are commonly used in public relations to distribute information quickly. Accessibility in this context involves ensuring that images include descriptive text, videos include captions, and written content is structured in a way that supports readability across different technologies.

Hashtag formatting and link descriptions also affect accessibility, as assistive technologies interpret text literally. Clear structure supports more effective navigation and understanding of content.

The function of accessibility in PR outcomes

Accessibility contributes to the reach and usability of communication materials. When content is designed to be accessible, it can be used by a broader audience, including individuals with disabilities who rely on assistive technologies.

Accessibility standards also support consistency across communication channels. Organizations that apply these standards reduce barriers to information access and support more equitable communication practices.

Accessibility in ongoing communication practice

Accessibility in PR and communications is an ongoing process. Standards and technologies continue to evolve, requiring regular review of digital content, tools, and formats.

Professional guidelines such as WCAG and national accessibility legislation, including the Accessible Canada Act, provide frameworks for maintaining compliance and improving accessibility over time.

Conclusion

Accessibility in public relations and communications is a structural component of effective information delivery. It ensures that communication can be accessed by a wider audience and supports consistent application of inclusive standards across platforms and formats.

Accessibility in PR is applied through consistent standards across all communication outputs.

• Use structured formatting with clear headings and logical content flow
• Provide accurate alternative text for all images
• Include captions and transcripts for all video and audio content
• Use readable fonts, appropriate contrast, and clear layout design
• Write in clear language and avoid unnecessary complexity
• Use descriptive link text instead of non-specific phrases
• Ensure PDFs and documents are properly tagged and structured
• Test content compatibility with assistive technologies where possible
• Review digital content regularly to maintain compliance with accessibility standards such as WCAG
• Apply accessibility requirements at the planning and creation stage, not after publication

Global Accessibility Awareness Day highlights the importance of maintaining accessibility as part of everyday communication practice.

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.

International Museum Day: The Museum That Preserves the Story of Public Relations

By Lucy Luc

Did you know there is a museum that does not display sculptures or famous paintings, but instead preserves the history of public relations and the stories behind communication itself?

When I first came across the Museum of Public Relations online, I was immediately curious. A museum entirely dedicated to PR felt unexpected, yet the more I read about it, the more meaningful it became to me.

Located in New York City, the museum was founded in 1997 and has grown into the world’s largest collection of public relations history, housing more than 5,000 artifacts, oral histories, letters, photographs, films, and rare documents from across the profession’s evolution. It includes original materials from pioneers such as Ivy Lee and Edward Bernays, whose work helped shape the early foundations of public relations long before social media or modern digital communication existed.

Although I have not visited the museum in person yet, reading through its archives and mission this International Museum Day made me reflect on how much communication shapes our everyday lives, often without us even noticing it.

We usually think of museums as places that preserve physical objects from the past. But this museum preserves conversations, campaigns, public sentiment, and moments that influenced how society understands the world around it. That idea stayed with me.

One line from the museum especially resonated with me. It described public relations as communication for the public good. I found that powerful because PR is often misunderstood as simply publicity or promotion. Yet the museum presents it as something much deeper and more human. It explores how communication has influenced social movements, public trust, education, healthcare, politics, and communities throughout history.

As I continued reading, one section especially stood out to me. In an interview about the museum’s work, founder Shelley Spector spoke about why the museum explores social issues, including racial justice movements, through the lens of public relations. She explained that movements such as Black Lives Matter are themselves forms of communication. The protest signs, hashtags, public demonstrations, and messages shared across communities are all ways people communicate emotions, experiences, and demands for change to the world around them.

I found that perspective incredibly eye opening.

It reminded me that communication is not limited to boardrooms, campaigns, or corporate announcements. Communication lives in communities. It exists in activism, storytelling, and public expression. When people gather to advocate for change, they are also shaping narratives, influencing public understanding, and building connections with audiences. In many ways, they are practicing the same core principles that public relations is built upon.

Shelley Spector also described PR as bridging the gap between organizations and their audiences. That idea felt especially meaningful to me because it shifts the focus of PR away from persuasion and toward understanding. At its best, communication is not about talking at people. It is about listening, responding, and creating dialogue.

Reading that made me think deeply about the role communicators play today, especially in Canada where conversations around diversity, inclusion, equity, and representation continue shaping our media and public discourse.

The museum’s collection stretches across many areas of communication, including financial PR, medical PR, and military communication. It also highlights what it calls the “Hidden History of PR,” uncovering stories of professionals whose contributions were overlooked because of their race, religion, gender, or sexual orientation. Reading that reminded me how important representation continues to be within communications today, especially in a multicultural society where people want to see themselves reflected authentically in stories and campaigns.

What I appreciated most was that the museum does not only celebrate the successes of PR. It also encourages people to learn from the profession’s failures, ethical challenges, and evolving responsibilities. In today’s world where misinformation spreads quickly and trust in institutions feels increasingly fragile, that lesson feels incredibly relevant.

The museum openly speaks about the importance of integrity in communication. That honesty made the experience feel more authentic to me. It acknowledges that communicators hold real responsibility because words shape perception, influence relationships, and affect how people understand important issues.

I also found myself deeply moved reading about Bill Nielsen, whose oral history is preserved by the museum. Throughout his career in journalism, government, agency work, and corporate communications at Johnson & Johnson, he believed public relations was not simply a job but a calling. He spoke about communication with a sense of purpose and responsibility, especially when it came to rebuilding trust and mentoring younger generations entering the profession.

That idea lingered with me long after I finished reading.

As someone beginning my own journey in public relations, I sometimes think about how quickly communication changes. New platforms appear constantly, trends shift overnight, and technology continues reshaping how people connect with one another. Yet the museum reminded me that while tools evolve, the heart of communication remains timeless. People still want honesty. They still want understanding. They still want stories that make them feel seen and connected.

The museum’s theme, “Looking Back | Moving Forward,” captures this beautifully. It reflects the idea that understanding the history of communication helps us become more thoughtful communicators in the future. What we create today eventually becomes part of history too.

Every campaign, public statement, social movement, interview, and message contributes to the story future generations will look back on one day.

That realization made me appreciate why preserving PR history matters so much.

This International Museum Day, I found myself grateful that spaces like the Museum of Public Relations exist, even for people exploring from afar. Not every museum preserves paintings or artifacts. Some preserve the evolution of trust, storytelling, and human connection across time.

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.

Co-Presidents Message

Our community matters. There are moments like the 2026 CPRS Toronto ACE Awards that remind us why community matters.

Our industry is fast-paced. The world has been changing rapidly. And for so many, it’s been a lot. The evening became an opportunity for us to pause and celebrate our industry.

From the bottom of our hearts, thank you to everyone who attended, participated in and supported this year’s ACE Awards. We were deeply moved by the energy in the room, the generosity of spirit, the laughter, the celebration and the overwhelming sense of connection shared throughout the evening.

To all of this year’s recipients and nominees, congratulations. Your work continues to elevate the communications profession and inspire the next generation of leaders in our industry. It was an honour to celebrate your achievements alongside you.

We would also like to extend our deepest gratitude to our incredible volunteer team and ACE Awards planning committee, whose hard work, care and dedication helped bring this event to life behind the scenes.

A special thank you to Sarah Louise and the judging team for the tremendous time, thoughtfulness and expertise devoted to this year’s awards program. Your commitment to recognizing excellence across our industry does not go unnoticed.

To the CPRS Toronto Board of Directors, thank you for your continued support, encouragement and belief in this event and in the future of our community.

We would also like to extend a heartfelt thank you to Lois Marsh for her continued guidance, support and leadership throughout this process. Your generosity and steady presence meant more than words can express.

Thank you as well to our valued sponsors and partners, including The Canadian Press, Craft Public Relations, the National Payroll Institute and The Fitzroy, along with the exceptional teams at The Carlu and Encore for helping create such a memorable evening.

Most importantly, thank you to our members and guests for continuing to keep the spirit of community alive within CPRS Toronto. In a profession built on communication, connection remains our greatest strength.

Sincerely,

Andrea Chrysanthou, APR & Erin Griffin
Co-Presidents, CPRS Toronto

Finding the Right Influencer for Your Brand!
By Dr. Pooja Arora

Around two decades back, when I started my career in communications, social media was still finding its place in the world of brands. Even then, brands worked with influencers using traditional media.

I worked on a project in the energy sector back then, where the objective was to support regulatory approvals for exploration activities. The strategy focused on engaging subject-matter experts, policy voices, and respected industry figures to discuss the roles of private participation, technology adoption, and energy independence.

And in hindsight, that was influencer relations in its earliest form, just without the social media platforms. While these influencers spoke about business and policies, the celebrities from the movies were the other set of influencers who helped brands and campaigns come to the limelight.

Social media has added to the definition of influencers.

The Temptation of Popularity

When I worked with social media influencers for the first time for a large-scale cycling initiative in a major metropolitan city in India.

The objective was ambitious i.e., to encourage people to participate in cycling in one of the most densely populated and polluted cities in the country. We needed awareness, excitement, and attendance!

Our initial approach was straightforward, as we thought that high visibility is all that matters. We partnered with popular lifestyle, fitness, and digital creators across multiple campaign moments. On paper, it worked with strong social media content and immediate engagement spikes. But something was missing!

The audiences engaging with the content were not necessarily aligned with the activity itself. Cycling was not part of their lifestyle or interest.

Therefore, while the campaign looked successful externally, internally, we realized a gap: We had reach, but not participation.

That insight changed our entire approach.

Instead of asking, “Who is the influencer with the largest reach?” we began asking, “Who genuinely cares about cycling?”

We shifted to a smaller group of creators who were already part of cycling communities or deeply passionate about fitness-led outdoor activity.

Their follower base was smaller but significantly more aligned.

We invited them to pre-event cycling rides and the main event experience, and provided access, equipment, and on-ground engagement opportunities.

Importantly, these were not paid partnerships. They participated because the experience matched their interests. The difference was immediate and meaningful. Engagement became more authentic and participation increased. Conversations became community-led rather than campaign-led.

Most importantly, the initiative stopped feeling like a one-time brand activation and started resembling a movement driven by shared interest.

That experience reinforced one of my strongest beliefs today: The right influencer is not the one with the largest audience, but the one whose audience is already aligned with the vision of the brand.

Influencer Relations can flip a negative story!

Influencer relations are not always about amplification of a campaign. Sometimes, it is about containment and correction.

For another assignment, I worked directly with a group of creators across different tiers including, nano, micro, and macro. This time it was to address misinformation, clarify facts, and bring forward balanced perspectives about the organization’s work.

The outcome was a visible shift in digital sentiment, improved visibility of positive narratives, and a reduction in misinformation-driven engagement.

While influencer relations are powerful, they should be done with responsibility and clarity.

Conclusion:

Across all these experiences, my approach to influencer relations has been to:

• Prioritize alignment over popularity
• Focus on trust, not just reach
• Treat influencers as long-term partners, not campaign tools
• Evaluate risks as seriously as opportunity
• Build relationships, not transactions

Because ultimately, influencer relations is not just measured by how far a message travels but also by how deeply it resonates with the target audience.

About the author: Pooja Arora, PhD, is a Strategic Communications and Issue Management professional who knows how to turn a crisis into an opportunity. With her experience across corporates, not-for-profit, and agency worlds, she’s built stories that shape and enhance reputations. When she’s not crafting campaigns, she’s binge-watching movies.

LinkedIn: https://www.linkedin.com/in/pooja-arora-phd-71912b17/

Instagram: @sikkaster

Cannes Film Festival
By Anmol Harjani

May 12 to May 23 marks the Cannes Film Festival, a global platform that celebrates storytelling, creativity, and cultural impact. While rooted in film, it offers valuable insights for communication professionals on how stories are crafted, presented, and experienced.

Storytelling remains at the core of effective communication. The films showcased at Cannes are not just visually compelling. They are driven by narratives that connect with audiences on an emotional level. This same principle applies to how organizations communicate today.

Audiences are increasingly drawn to messages that feel authentic and meaningful. Communication that focuses solely on promotion often fails to create lasting impact. Instead, storytelling that reflects real experiences, values, and perspectives is more likely to resonate.

Another important aspect is perspective. Many of the stories highlighted at Cannes bring forward diverse voices and unique viewpoints. In communication, this translates to creating narratives that are inclusive and reflective of different audiences.

The way stories are presented also matters. Visual elements, structure, and pacing all contribute to how a message is received. In a digital environment where attention spans are limited, communication professionals must consider both content and format.

Consistency is equally important. Strong storytelling is not built through isolated messages. It is developed over time through consistent narratives that reinforce an organization’s identity and values.

In Canada, where diversity and cultural awareness are key considerations, storytelling provides an opportunity to connect with audiences in a meaningful way. Communication that reflects these values is more likely to build trust and engagement.

Cannes Film Festival serves as a reminder that communication is not just about information. It is about creating stories that connect, resonate, and leave a lasting impression.

Strategic Actions
• Focus on authentic and meaningful storytelling
• Incorporate diverse perspectives into communication
• Pay attention to both content and visual presentation
• Maintain consistency in narrative across platforms
• Build stories that create lasting audience connection

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.

 

Learning at Work Week
By Anmol Harjani

May 11 to May 17 is recognized as Learning at Work Week, highlighting the importance of continuous development in professional environments. For communication professionals, learning is not limited to formal training. It is often shaped through experience, collaboration, and exposure to different perspectives.

One of the most valuable aspects of learning in communication comes from real-world application. Working across teams, contributing to projects, and engaging with different stakeholders provide insights that go beyond theoretical knowledge. These experiences help refine judgment, improve adaptability, and strengthen strategic thinking.

In my own experience as a volunteer with CPRS Toronto, learning has extended beyond traditional expectations. Being part of a team that values collaboration and mentorship has provided the opportunity to observe how experienced professionals approach communication challenges, structure messaging, and engage with diverse audiences.

Through this experience, I have learned the importance of clarity in communication. Simple, well-structured messaging often has a greater impact than complex or overly detailed information. I have also seen how consistency in tone and messaging builds credibility over time.

Another key learning has been the value of feedback. Constructive input from mentors and peers plays an important role in refining communication approaches. It encourages reflection and continuous improvement, both of which are essential in a field that is constantly evolving.

Collaboration has also been a significant part of this learning journey. Working with individuals from different backgrounds and areas of expertise provides new perspectives and challenges assumptions. This not only improves communication outcomes but also strengthens the ability to adapt to different contexts.

Learning at Work Week serves as a reminder that development is ongoing. It is shaped by experiences, guided by mentorship, and strengthened through collaboration. For communication professionals, this continuous learning is what enables growth and long-term impact.

Key Takeaways
• Learning in communication is driven by experience and application
• Mentorship and feedback play a critical role in development
• Clarity and consistency are essential communication skills
• Collaboration enhances perspective and adaptability
• Continuous learning supports long-term professional growth

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.

Reward Yourself Day
By Anmol Harjani

May 8 is recognized as Reward Yourself Day, a reminder to pause and acknowledge progress. While often associated with personal milestones, this idea also holds value in professional environments, particularly in how organizations communicate recognition and appreciation.

In fast-paced workplaces, achievements are often quickly followed by the next set of expectations. Communication tends to focus on what needs to be done next rather than what has already been accomplished. Over time, this can impact motivation, engagement, and overall morale.

Recognition does not always require large initiatives. It often begins with simple, consistent communication. Acknowledging contributions, highlighting team efforts, and sharing success stories can create a stronger sense of value and connection within the organization.

For communication professionals, the challenge lies in making recognition feel genuine. Generic messaging or overly formal acknowledgments can feel disconnected. Instead, recognition should be specific, timely, and aligned with the organization’s culture.

Internal communication channels provide an opportunity to reinforce this. Whether through team updates, leadership messages, or internal platforms, consistent recognition helps build a culture where contributions are visible and appreciated.

In Canada, where workplace culture increasingly emphasizes employee experience, recognition plays an important role in retention and engagement. Communication that highlights both individual and team contributions can strengthen relationships and foster a more positive environment.

Reward Yourself Day is a reminder that communication is not only about direction and instruction. It is also about appreciation. Recognizing progress, both big and small, contributes to a more balanced and motivated workplace.

Strategic Actions
• Incorporate recognition into regular communication practices
• Highlight specific contributions to make acknowledgment meaningful
• Use internal channels to share success stories and achievements
• Ensure recognition aligns with organizational culture and values
• Balance forward-looking messaging with acknowledgment of progress

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.

Mental Health Awareness Month
By Anmol Harjani

May is recognized as Mental Health Awareness Month, a time dedicated to increasing understanding, reducing stigma, and encouraging meaningful conversations around well-being. In the workplace, this also brings attention to the role communication plays in shaping how mental health is acknowledged, discussed, and supported.

For communication professionals, mental health is not a separate conversation. It is deeply connected to how information is shared, how expectations are set, and how organizational culture is communicated on a daily basis. The tone, clarity, and intent behind messaging can directly influence how employees feel, respond, and engage.

One of the most important shifts in recent years has been the move toward more human-centered communication. Employees are no longer looking for perfectly polished messaging. They are looking for clarity, transparency, and understanding. Communication that acknowledges challenges, provides context, and avoids unnecessary pressure contributes to a more supportive environment.

At the same time, over communication or poorly structured messaging can have the opposite effect. Constant updates, unclear priorities, or inconsistent messaging can create confusion and increase stress. Communication professionals must find the balance between keeping teams informed and ensuring that information is digestible and meaningful.
Leadership communication plays a key role here. Leaders who communicate with empathy, share context, and demonstrate awareness of employee well-being help set the tone for the organization. Communication teams often guide this process, ensuring that messaging is aligned, thoughtful, and consistent.

In the Canadian context, where conversations around mental health are increasingly open, organizations are expected to move beyond awareness and demonstrate genuine support. Communication must reflect this shift. It should not only inform, but also reassure and connect.

Mental Health Awareness Month serves as a reminder that communication is not just about delivering messages. It is about shaping experiences. And those experiences have a direct impact on how people feel at work.

Key Takeaways
• Use clear and intentional messaging to reduce uncertainty
• Incorporate empathy into communication tone and language
• Support leadership in communicating with awareness and care
• Avoid overwhelming audiences with excessive or unclear information
• Align communication practices with genuine well-being initiatives

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.