MEMBERS BLOG

Beyond Visibility: The Role of Communications in Advancing Black Voices

By Anmol Harjani

Black History Month offers an important opportunity to reflect on how communication shapes representation, understanding, and public discourse. While visibility has increased across many platforms, representation alone does not guarantee progress. For communications professionals, the responsibility lies in moving beyond moments of recognition toward sustained, thoughtful engagement.

In Canada’s diverse and multicultural context, storytelling carries significant influence. The way narratives are framed, whose voices are amplified, and how consistently representation is maintained directly impact public trust. Communications that centre Black voices only during observance months risk appearing performative, while year-round commitment signals authenticity and respect. Audiences are increasingly aware of this distinction.

Advancing Black voices requires more than amplification. It calls for partnership, listening, and accountability. Organisations that have built credibility in this space often collaborate closely with communities, ensuring stories are told with accuracy, agency, and respect. This approach recognises that representation is not about speaking on behalf of others, but about creating space for voices to be heard directly.

Communications professionals also influence internal culture through storytelling. Inclusive narratives shape organisational values, inform decision-making, and strengthen long-term strategy. When representation is embedded into everyday communication practices, it contributes to more informed, respectful public dialogue. In Canada, where audiences place high value on inclusivity and social responsibility, this approach is foundational to trust.

Black History Month should serve as a point of reflection, not the endpoint of action. The role of communicators extends beyond calendar moments toward building systems, relationships, and narratives that endure throughout the year. When storytelling is approached with consistency and care, it strengthens credibility and supports more equitable representation.

Key learnings for communications professionals

• Embed representation into year-round communication strategies
• Centre lived experience rather than assumptions or symbolism
• Avoid performative storytelling tied only to observance dates
• Build long-term relationships with communities and contributors
• Hold communication practices accountable for their real-world impact.

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.

National Storytelling Week: Why Storytelling Still Shapes Trust in Communications

By Anmol Harjani

Storytelling has always been central to communication, but the way audiences engage with stories has evolved significantly. Today, audiences are more informed, more sceptical, and far less receptive to narratives that feel exaggerated or disconnected from reality. In this environment, storytelling is no longer just a creative exercise. It has become a credibility tool that shapes how organisations are perceived, trusted, and remembered.

In communications, stories play a crucial role in translating complexity into meaning. They provide context, humanise organisations, and help audiences understand not just what is being communicated, but why it matters. However, when stories are shared without intention or accountability, they risk undermining trust rather than strengthening it. In the Canadian communications landscape, audiences tend to respond more positively to narratives that prioritise authenticity over spectacle and consistency over virality.

Many communicators see this reflected in practice. Organisations that openly acknowledge challenges, share progress transparently, and centre real voices often build stronger relationships with their audiences. Conversely, campaigns that rely heavily on polished storytelling without substance may achieve short-term attention but struggle to sustain credibility. The distinction lies not in how compelling the story appears, but in how closely it reflects lived experience and organisational values.

Storytelling becomes especially important during periods of uncertainty or change. Whether communicating through a crisis, organisational shift, or evolving public expectations, stories offer continuity. They help audiences make sense of change by connecting individual messages to a broader narrative. In Canada, where trust in institutions is closely linked to transparency and accountability, storytelling that embraces nuance and avoids oversimplification often resonates more deeply.

For communications professionals, the challenge is not identifying stories to tell, but deciding which stories deserve attention and how they should be framed. Responsible storytelling requires restraint and reflection. It asks communicators to consider whose voices are being amplified, what perspectives may be missing, and how the story will land beyond the immediate moment. When approached thoughtfully, storytelling strengthens long-term trust rather than chasing short-lived attention.

Key learnings for communications professionals

• Anchor stories in verified context and lived experience
• Prioritise clarity and honesty over drama or exaggeration
• Ensure narratives align with long-term organisational values
• Revisit stories regularly to maintain relevance and accuracy
• Treat storytelling as an ongoing responsibility, not a one-time campaign

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.

Publicity for Profit: When Visibility Becomes Strategic Value

By Anmol Harjani

Publicity has traditionally been associated with visibility, reach, and media coverage, but these measures alone no longer define success. In an environment where attention is easy to capture and difficult to sustain, publicity without purpose can dilute credibility rather than enhance it. For communications professionals, the real value of publicity lies in its ability to support reputation, trust, and long-term relationships.

In the Canadian communications market, audiences often respond more favourably to restraint than excess. Organisations that are selective about when and how they seek attention are frequently perceived as more credible. Publicity that aligns with organisational goals, audience expectations, and ethical considerations tends to be far more effective than visibility pursued for its own sake. This approach recognises that not every opportunity warrants exposure and that discernment can strengthen reputation.

Examples of effective publicity often share common characteristics. Organisations that communicate progress honestly, provide meaningful context, and engage thoughtfully with media are more likely to earn sustained credibility. In contrast, publicity driven by exaggerated claims or loosely connected narratives may generate immediate awareness but often struggles to build trust. Canadian audiences, in particular, value transparency and are quick to question messaging that feels misaligned with reality.

Publicity also influences internal culture. When teams focus on purposeful communication rather than constant exposure, it reinforces strategic thinking and accountability. Communicators are encouraged to assess how each message contributes to a broader narrative rather than reacting to every opportunity for attention. This mindset shifts publicity from a tactical output to a strategic asset.

Ultimately, publicity creates value when it reinforces trust. Trust is built through consistency, relevance, and honesty. When publicity supports these principles, it strengthens reputation and fosters loyalty that endures scrutiny. When it does not, it risks becoming noise that audiences quickly disengage from.

Key learnings for communications professionals

• Evaluate publicity opportunities through a long-term reputation lens
• Focus on relevance and alignment rather than volume of coverage
• Measure success beyond impressions and short-term metrics
• Ensure publicity reflects organisational values and audience needs
• Treat trust as the primary return on investment

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.

2026: The Year Of Analog

By Sanjeev Wignarajah

As the new year approaches, people make resolutions to be better and live comfortably. One of the new year’s resolutions making waves is to embrace analog (physical media, iPods, walkmans, etc.) In an era where streaming services become too convenient and subscription prices increase and doomsrolling becomes the norm of news gathering and to quote a famous person, “Comparison is the thief of joy.” Although physical media is still around and relevant. Millennials and Gen Z have made 2026 the year of going analog.

Movies (4K Blu-Ray, Blu-Ray, and DVD)

Instead of streaming movies, try watching a movie on Blu-Ray. It is best viewed on the home theatre system with a Blu-Ray player and a 4K Blu-Ray copy or a Blu-Ray copy. Picture yourself at home watching a movie with the clearest picture and sound quality. The speakers echoing and booming at every sound effect. It feels like going to the movies at the comfort of your home minus the shared passwords and skipping ads.

Music (Vinyl and CDs)

There’s nothing sweeter than visiting your local record store. Crates and crates filled with vinyl records. You could hear music playing in the background from a record player. If that’s authenticity, I don’t know what is. There’s something to marvel at when crate digging:

-The artwork and design

-The sound of the needle grooving through the record

-The unmatched sound quality

There’s a few coffee shops where they play vinyl records as you drink your favourite coffee. You come for the coffee and stay for the vinyl. It’s a vibe that sparks your creativity and the vibes are immaculate.

You could even collect CD and vinyl records based on your taste in genre.

Books

Who doesn’t love a good book to curl up to? It transports you to different worlds as you read and gain inspiration the imagination can grasp. You could even discuss it with friends and form a book club. Inspiration is in the details.

Film Photography

Here’s a creative challenge: Explore your own city with a disposable camera at hand from a different perspective. There’s a uniqueness about shooting film. The graininess, authenticity, feeling, and the look.

Wired Headphones

Remember wired headphones? Those things tuned out the outside world and into sweet, sweet music. It adds personality to it. The advantages of wearing it: it doesn’t die out halfway through a playlist or a Zoom call.

Sanjeev Wignarajah is a freelance writer and photographer working with select clients and publications. He has a background in journalism and public relations from Centennial College.

CPRS Toronto: In conversation with Adriana Lurz

A new year often brings reflection, renewed focus, and a look ahead at what’s next. For our January In Conversation With blog series, we sat down with Adriana Lurz, President and Partner at Strategic Objectives, to talk about how the PR profession continues to evolve, what strong leadership looks like today, and why curiosity remains at the heart of great communications work. With more than two decades at Strategic Objectives and recently named 2025 PR Practitioner of the Year by CPRS, Adriana brings a thoughtful, grounded perspective shaped by experience, mentorship, and a deep commitment to the profession.

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

Some things remain the same: I’m driven by smart, strategic thinking. I’m dedicated to client satisfaction and retention. I am passionate about outstanding mentorship. And some things have changed: technology and innovation have impacted how we do our jobs. We need to be more creative than ever, thinking of new ways to support our clients and their brands.

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

The pandemic greatly impacted up-and-coming talent in terms of their growth. Mentorship is more important than ever and leadership with compassion is key. Some emerging talent have never worked in an office environment and it takes time to learn how to thrive in that type of setting. Of course, media and influencers continue to evolve and the way we story tell and communicate news for brands has shifted. As communications experts, we need to stay ahead of the news and be creative in terms of how we tell stories for our clients.

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

AI continues to evolve and provide opportunities for communication to improve. AI supports our strategic thinking, efficiency, and creativity, but it can never replace human expertise.​ We can leverage it to help us become better, but we can’t become lazy and rely on it to do our jobs. There’s still value in getting together in person to ideate and learn, and I don’t think AI will change that.

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

Approach every task with creativity and interest. The co-founders of SO, and my mentors, Deborah Weinstein and Judy Lewis, taught me years ago to face challenges with curiosity and interest. Don’t limit your thinking or creativity. When faced with a challenge, ask yourself: “why couldn’t we do…?” or “what if we…?” Sometimes, great ideas come from blue sky thinking, so adapt an entrepreneurial spirit and think big!

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.

Q&A with Anmol Harjani: CPRS Toronto’s New Communications Co-Chair

By Samiha Fariha

With the New Year comes fresh energy on the CPRS Toronto Board, and this year, we are excited to welcome Anmol Harjani as the chapter’s new Communications Co-Chair. Anmol is drawn to storytelling, community-driven communication, and creating connections that matter, qualities she is eager to bring to the role as she helps CPRS Toronto strengthen its presence and engagement within the local communications community.

We caught up with Anmol to learn more about her journey in communications, what inspired her to take on this role, and the ideas she is most excited to explore as she steps into the position. From her focus on member-driven storytelling to her vision for meaningful engagement, here is what she had to share.

What motivated you to put your name forward for this role?
I was motivated to apply because I genuinely believe in the work CPRS Toronto is doing for communications professionals across the city. I want more people to know about this community, the conversations it enables, and the value it creates. For me, this role is an opportunity to add a personal touch to how CPRS Toronto shows up, while helping amplify the voices, ideas, and impact of the profession as a whole.

Can you share a bit about your career journey in communications and how it has led you to this point?
I am at an early but very intentional stage of my career in communications, with a strong focus on writing, storytelling, and clear messaging. I’ve always been drawn to communication as both a craft and a responsibility. Over time, this interest has grown into a desire to contribute to spaces where ideas are exchanged thoughtfully, which naturally led me to seek a role like this within CPRS Toronto.

What excites you most about supporting CPRS Toronto’s communications and helping shape how the organization connects with its members?
What excites me most is the potential to strengthen CPRS Toronto’s presence to the point where, when people think about the communications community in Toronto, CPRS Toronto is top of mind. I want it to be seen as a space where communicators feel comfortable sharing ideas, learning from one another, and putting forward their thoughts in a meaningful way.

You shared some thoughtful ideas during the selection process. Without giving too much away, what areas or opportunities are you most eager to explore in this role?
I’m eager to explore opportunities around storytelling and visibility. This includes how we share information, how consistently we show up, and how we highlight the people and perspectives within the CPRS Toronto community. There’s a lot of potential to make communications feel more connected and member-focused.

How do you see strong communications playing a role in member engagement, retention, and community-building within professional associations like CPRS?
Strong communications create clarity, trust, and connection. When members clearly understand what the organization stands for, what’s happening, and how they can be involved, engagement becomes more natural. Consistent and thoughtful messaging also helps members feel included and valued, which is key to building a strong sense of belonging and long-term community.

Are there any communications or marketing trends you are particularly interested in bringing into CPRS Toronto’s work?
I’m particularly interested in relatable and conversational social media trends that encourage dialogue rather than one-way communication. Content that feels timely, human, and reflective of real experiences tends to resonate more strongly. I’d love to explore ways CPRS Toronto can use social platforms to spark conversations and make members feel more connected.

What skills or perspectives do you hope to bring to the Communications portfolio as Co-Chair?
I bring a strong writing foundation and a focus on relevance. I’m interested in developing meaningful blog content and continuously improving how CPRS Toronto presents itself across social media. My perspective is centred on clarity, consistency, and ensuring that communications align with what members actually want to read, engage with and share.

Outside of work and volunteering, what’s something members might be surprised to learn about you?
I’m currently learning French, which has deepened my appreciation for language and cultural nuance. I’m also very interested in world news and global affairs, and I enjoy staying informed about what’s happening internationally. Both of these interests shape how I think about communication in a broader, more connected way.

Final thoughts
I’m grateful for the opportunity to serve as Communications Co-Chair and look forward to contributing to CPRS Toronto’s continued growth alongside the board and members.

How Internal Communication Turns “Fun” into Revenue

By Lucy Luc

Work can be fun and powerful 💫🎉. On National Fun at Work Day, we celebrate the fact that a joyful workplace is beyond just ping-pong tables or “Pizza Fridays.” It’s about a strategic internal communication (IC) framework that transforms everyday moments into engagement, innovation, and stronger teams.

Many leaders view “fun” as a distraction, but in the world of PR and business strategy, high employee engagement is actual business dynamite. When employees are happy and well-informed, they become brand ambassadors who drive revenue and retention.

What is Internal Communication (IC)?

At its core, Internal Communication is the strategic practice of facilitating the flow of information, values, and culture within an organization. It is the system that connects the C-suite to the front lines, ensuring every employee understands the “why” behind their work.

In the field of PR, IC is often referred to as “Internal PR.” Just as external PR manages a brand’s reputation with the public, IC manages a brand’s reputation with its most important stakeholders: its people.

In Canada, the importance of IC has never been more visible. Recent data from the 2024-2025 landscape highlights why Canadian businesses are doubling down on this field:

• The Engagement Gap: According to ADP Canada, only 18 per cent of Canadian employees report being fully engaged at work—a figure that has dropped recently. This disengagement is a leading indicator of turnover.
• The Retention Connection: Research indicates that 61 per cent of employees considering a job change cite poor internal communication as a key factor. In contrast, those satisfied with company comms are 46 per cent happier at work.
• Revenue Impact: Organizations that increase their investment in communication are 3.5 times more likely to outperform their peers. In fact, companies with highly effective IC see a 63 per cent increase in productivity and a significant boost in new business revenue.

Case Study: Southwest Airlines – The “LUV” Model of Revenue

Southwest Airlines is the gold standard for proving that internal “fun” is a revenue driver. Their PR and Internal Comms teams don’t just send memos; they cultivate a culture of personality.

The Practice: Southwest encourages flight attendants to infuse humour into safety briefings and gate agents to host “dance-offs” or games during delays.

The Result: By prioritizing internal joy through constant communication and recognition, Southwest consistently ranks at the top of customer satisfaction and profitability. Their internal comms team uses storytelling to highlight these “fun” moments across the company, reinforcing the idea that happy employees lead to happy customers, which leads to a healthy bottom line.

How to Gamify Internal Communication for Growth

To turn fun into revenue, you need more than just a party; you need a strategy. Gamification—applying game-design elements like points, badges, and leaderboards to the workplace—is a proven way to boost engagement. In fact, research suggests that gamified training can increase employee motivation by up to 60 per cent.

Here are five powerful IC strategies to gamify your workplace for maximum growth:

1. Milestone Quests and “Achievement Unlocked”

Rather than a static onboarding manual, turn the first 90 days into a “Quest.” New hires earn points for completing specific milestones—such as coffee chats with different department heads or finishing their first solo project.

• Revenue Impact: Effective onboarding reduces turnover (which can cost 1.5–2x an employee’s salary) and gets talent to “full productivity” faster.
• PR Practice: Use digital badges (e.g., “Culture Champion” or “Logic Leader”) that appear on internal profiles, creating a visual resume of their contributions.

2. The Innovation “Dragon’s Den”

Borrowing from the popular TV show, invite employees to pitch revenue-generating ideas or cost-saving measures to leadership.

• The Strategy: Allow employees to form cross-departmental teams. The “game” involves a series of levels: the Initial Pitch, the Bootcamp (where they refine the business case), and the Final Presentation.
• Case Study: Deloitte Canada used a gamified leadership program that utilized challenges and simulations. This resulted in a 47 per cent increase in engagement compared to traditional classroom-style training.

3. Employee Advocacy Leaderboards

Turn your staff into your biggest PR asset by gamifying social media sharing.

• The Strategy: Use a platform where employees earn points for sharing company news, job openings, or industry insights on LinkedIn.
• The Reward: Create a “Social Media Star” leaderboard. Top performers don’t just win prizes; they gain professional visibility and are featured in the company newsletter.
• Fact: In Canada, employees are often viewed as more credible sources than CEOs. Gamifying advocacy builds authentic brand trust at a fraction of the cost of paid advertising.

4. Interactive Knowledge Sprints

Instead of long, boring emails about new policy changes or product launches, use Microlearning quizzes.

• The Strategy: Release a weekly 2-minute “Sprint” quiz. Correct answers earn points toward a monthly prize.
• The PR Benefit: This ensures that your “Gatekeepers” (your staff) actually understand the core message before they communicate it to clients. It eliminates the “broken telephone” effect that often leads to costly errors.

5. Peer-to-Peer “Kudos” Markets

Create a digital economy where employees are given a “budget” of points each month to award to colleagues who go above and beyond.

• The Strategy: These points can then be redeemed in a “Company Store” for tangible rewards, such as a “CEO for a Day” experience, extra time off, or a donation to a charity of their choice.
• Why it Works: It shifts the focus from top-down management to horizontal recognition, fostering a collaborative culture that is essential for high-performing, revenue-generating teams.

The Internal PR Ripple Effect

When you invest in Internal Communication, you are essentially “marketing” to your own people. This creates a unified voice. If your team is excited about the mission, they will communicate that excitement to clients, partners, and the public.

In the field of PR practice, your internal audience is your most important stakeholder. If they don’t believe in the fun, the outside world won’t believe in the brand.

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.

Business Communication Models for Impactful PR

By Lucy Luc

Great business communication doesn’t happen by accident—it’s built on strategy, clarity, and feedback. Whether you are pitching a journalist, aligning a remote team, or managing a brand crisis, the “how” of your delivery is just as important as the “what.”

In honour of Better Business Communication Day, we’re breaking down the fundamental models that transform noise into meaningful connection.

The 7 C’s of Communication: The Golden Rule

Before choosing a model, every message must pass the quality control test. The 7 C’s serve as the checklist for professional excellence. Consider the case of Southwest Airlines during operational disruptions. Instead of using vague corporate language, they often use clear, concrete, and courteous updates. By being concise and correct about what they can and cannot do for passengers, they maintain a “human” brand voice even under pressure.

• Clear: Avoid jargon; stick to one main idea.
• Concise: Respect the receiver’s time.
• Concrete: Use facts and figures, not fluff.
• Correct: Check your facts and your grammar.
• Coherent: Ensure the logic flows from point A to point B.
• Complete: Does the audience have everything they need to take action?
• Courteous: Maintain a professional, empathetic tone.

The Interactive Model: The Feedback Loop

In the past, communication was seen as a one-way street. The Interactive Model changed that by introducing the concept of feedback.

In PR, this is the difference between blasting a press release and engaging in a digital dialogue. A modern example is LEGO’s “Ideas” platform. By creating a space where fans submit designs and the company responds with feedback, LEGO turns customers into creators. This back and forth ensures the final product aligns perfectly with market desire, proving that listening is just as vital as speaking.

Schramm’s Model: The Field of Experience

Why do two people interpret the same email differently? Wilbur Schramm argued that communication only occurs where the Fields of Experience of the sender and receiver overlap.

Case Study: Airbnb’s Global Expansion

When Airbnb entered the Japanese market, they realized that the Western concept of “sharing a home with a stranger” didn’t align with local fields of experience regarding privacy and hospitality. By adjusting their storytelling to focus on “Omotenashi” (wholehearted hospitality), they aligned their message with the cultural background of their audience, bridging the gap between two different experiences.

Lasswell’s 5 W’s: The Linear Formula

Harold Lasswell simplified communication into a famous chain of questions:

1. Who (The Communicator)
2. Says What (The Message)
3. In Which Channel (The Medium)
4. To Whom (The Audience)
5. With What Effect? (The Outcome)

This is the ultimate planning tool for a PR campaign. Think of the Dove “Real Beauty” campaign. The Who was a trusted brand; the What was a message of self-acceptance; the Channel was high-impact photography; the Whom was women globally; and the Effect was a massive shift in brand loyalty and a worldwide conversation on beauty standards.

The Two-Way Symmetrical Model: The PR Ideal

Developed by Grunig and Hunt, this is considered the Gold Standard of Public Relations. Unlike propaganda styles, this model focuses on mutual benefit. Case Study: Johnson & Johnson’s Tylenol Crisis When the Tylenol crisis hit in 1982, J&J didn’t just issue a defensive statement. They used two-way symmetrical communication by pulling products (action), listening to public fears (research), and working with the media to ensure safety (collaboration). This honest dialogue saved the brand and created the modern standard for crisis management. It’s about using communication to negotiate with the public rather than just persuading them.

Westley & MacLean: The Gatekeeper Model

In business communication, information rarely travels directly from the CEO to the public. It passes through Gatekeepers—editors, social media managers, or internal comms leads.

In the digital age, the “Gatekeeper” might be a LinkedIn algorithm or a high-profile tech influencer. Successful PR pros know that their first audience isn’t the consumer; it’s the person with the power to hit “publish” or “share.” By tailoring a pitch to an editor’s specific beat, you are navigating the gatekeeper model to ensure your story reaches the masses.

Why These Tools Are Effective

These models aren’t just academic theories; they are survival guides for the information age. They work because they account for the human element: our biases, our cultural backgrounds, and our need for validation.

Strong communication drives trust, alignment, and impact. By applying these frameworks, you move away from guessing and toward a strategic approach that ensures your voice is heard in a crowded marketplace.

Which of these models do you use most in your daily workflow?

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.

The Mentors Who Shape Brilliance in PR and Communications

By Lucy Luc

Behind every great PR professional is someone who quietly helped shape their path 🌟

It might have been a professor who challenged the easy answer, a manager who stayed late to review a draft, or a mentor who taught us that listening matters just as much as speaking. In public relations, brilliance rarely appears on its own. It is guided, questioned, refined, and passed down through people who believe in the power of communication before we fully do ourselves.

Thank Your Mentor Day is a moment to pause and reflect on the individuals who shaped our profession and those who continue to guide it forward. Long before PR became a strategic function within organizations, it was shaped by leaders who responded to crisis, public pressure, and social change with clarity, courage, and conviction. Their influence still lives in how we communicate today.

Global figures who shaped PR/Communication

Ivy Lee

Ivy Lee changed public relations forever by insisting that organizations speak honestly during crisis. His defining moment came in 1906, when he issued what is widely considered the first modern press release after a deadly railroad accident. Instead of hiding the facts, Lee encouraged transparency, setting a precedent that trust is built through truth. His work shaped the foundation of ethical communications and remains a guiding principle for crisis management today.

Edward Bernays

Edward Bernays introduced the idea that public relations should be rooted in understanding human behaviour. One of his most influential contributions was applying psychology to communication strategy, helping organizations understand how ideas spread and why people connect with messages. His work shifted PR from simple publicity to strategic influence, challenging communicators to think deeply about audience perception and responsibility.

Doris Fleischman

Doris Fleischman helped redefine leadership in public relations at a time when women were rarely recognized. She was one of the first women to operate as an equal partner in a major PR firm and famously kept her own name after marriage, a bold statement in the early 20th century. Her influence lies in proving that strategic thinking, credibility, and leadership are not defined by title, but by impact.

Inez Kaiser

Inez Kaiser used public relations as a tool for social change. In 1957, she founded one of the first Black owned PR firms in the United States, creating opportunities for underrepresented voices in the industry. Her work with civil rights organizations and community focused campaigns showed that PR could shape public understanding while advancing equity and inclusion. Kaiser’s legacy continues to inspire communicators to use their platforms responsibly.

Betsy Plank

Betsy Plank believed that education was the future of public relations. One of her most lasting achievements was championing PR education at universities and helping establish professional standards across the industry. She mentored countless students and practitioners, reinforcing that ethics, learning, and leadership are lifelong commitments. Her influence lives on in how PR is taught and practiced around the world.

Harold Burson

Harold Burson elevated public relations to the executive level. His defining contribution was positioning PR leaders as strategic advisors in the boardroom, not just media specialists. During major global crises, Burson demonstrated how reputation management, trust, and long term thinking could guide organizational decisions. His work shaped the modern understanding of PR as a core business function.

Dan Edelman

Dan Edelman believed that trust is earned through consistent and authentic storytelling. His leadership helped build one of the world’s most respected communications firms by focusing on relationships rather than short term exposure. Edelman’s emphasis on credibility and values influenced how organizations approach brand reputation, especially in times of public scrutiny.

Canadian leaders who shaped the profession

Canada’s public relations profession was built by practitioners who believed in standards, education, and credibility long before PR was widely understood or respected. Their achievements helped define how communications is practiced, taught, and valued across the country today.

John H. Yocom

John H. Yocom was instrumental in professionalizing public relations in Canada. One of his most significant achievements was helping establish the Accredited in Public Relations (APR) designation, which created a formal benchmark for knowledge, ethics, and professional competence. As a former CPRS National President, Yocom championed research driven communication and lifelong learning. His legacy lives on through the Jack Yocom Public Relations Profile Collection, which preserves the history of Canadian PR leaders and reinforces the importance of learning from those who came before us.

Jack Donoghue

Jack Donoghue played a defining role in government and emergency communications in Canada. During and after the Second World War, he served as a public relations officer for the Canadian Army, shaping how information was shared with the public during times of national uncertainty. Later, he helped develop federal emergency information and communications frameworks, laying the groundwork for coordinated public messaging during crises. His work demonstrated the essential role of PR in public service and national preparedness.

Luc Beauregard

Luc Beauregard helped position Canadian public relations on the global stage. As a founder and agency leader, he built one of Canada’s most influential communications firms and demonstrated that Canadian practitioners could compete internationally while delivering world class strategy and creativity. Beauregard also played an active role in professional development within CPRS, mentoring practitioners and advocating for PR as a strategic leadership function. His career proved that Canadian communications talent could shape global conversations.

Karen Dalton

Karen Dalton’s impact on Canadian PR was felt through her leadership behind the scenes. As a long serving Executive Director of CPRS, she strengthened the Society’s national operations, expanded professional development programs, and supported chapters across the country. Her work helped ensure consistency, stability, and growth within CPRS, allowing the organization to better serve members and advance the profession at a national level.

Mary L. Barker

Mary L. Barker devoted nearly six decades to public relations as both a practitioner and educator. Her most significant contribution was helping bridge the gap between professional practice and education, ensuring that students entering the field understood both theory and real world application. Through teaching, mentorship, and service, Barker influenced generations of communicators and reinforced the importance of ethical practice and professional commitment.

Ruth Hammond

Ruth Hammond was a pioneer in PR education and professional standards in Canada. At a time when formal PR programs were limited, she worked alongside other leaders to advance training opportunities and advocate for consistent professional expectations. Her efforts helped legitimize public relations as a career path and laid early groundwork for structured learning and accreditation in Canada.

Bill Rees

Bill Rees represents the sustained leadership that helped PR mature as a profession in Canada. Recognized through inclusion in the Yocom Profile Collection, his career reflects long term contributions to practice, mentorship, and professional service. Leaders like Rees helped reinforce the values of credibility, accountability, and excellence that continue to guide Canadian communicators today.

Why these stories matter

Public relations has never been just about media coverage. It is about trust, culture, and human connection. The mentors who shaped this profession understood that long before it became common language. They taught us how to respond when pressure is high, how to communicate when the stakes are real, and how to lead with clarity when uncertainty takes over.

This Thank Your Mentor Day, CPRS Toronto invites you to reflect on the pioneers who built the foundations of PR and the mentors who continue to shape its future. Their lessons live on in every press release written with care, every crisis handled with honesty, and every young professional encouraged to keep going.

Take a moment to thank the mentor who helped shape your brilliance. And join us as we continue to celebrate the people behind the profession.

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.