MEMBERS BLOG

The Remote Communication Shift: Leading and Influencing in Distributed Teams

By Anmol Harjani

April 10 is observed as Global Work From Home Day, reflecting the growing shift toward remote and hybrid work environments. As workplaces evolve, so does the role of communication in maintaining alignment, engagement, and leadership visibility across distributed teams.

The shift to remote and hybrid work didn’t just change where we work, it fundamentally changed how communication is interpreted.

In distributed environments, visibility is no longer physical. Leadership presence is no longer about being seen in a room, but about being felt through communication. And that shift has exposed a gap many organizations are still trying to close.

For communication professionals, the challenge is not just enabling information flow, but shaping how leadership shows up, how culture is maintained, and how engagement is sustained; without proximity.

One of the most noticeable shifts in remote work is the increased reliance on written communication. Messages that were once supported by tone, body language, or immediate clarification now stand alone. This makes clarity, intent, and tone more critical than ever.

A short, rushed message can be perceived as dismissive. Silence can be interpreted as disengagement. Overcommunication, on the other hand, can lead to fatigue.

The balance lies in intentional communication design.

Effective remote communication starts with redefining leadership visibility. Leaders who communicate consistently through regular updates, clear direction, and transparent thinking, create a sense of stability, even in distributed teams.

It also requires a shift from reactive communication to structured communication. Instead of constant back-and-forth, teams benefit from:

• Clearly defined communication channels
• Documented decisions
• Asynchronous updates that respect time zones and focus

Organizations across Canada have increasingly adopted structured internal communication systems, using tools not just for messaging, but for alignment and clarity.

Another critical factor is tone calibration. In the absence of non-verbal cues, tone carries more weight. Communication professionals play a key role in guiding organizations toward language that is:

• Clear but not abrupt
• Professional but not impersonal
• Direct but still human

The most effective remote-first organizations have also recognized the importance of intentional culture communication. Culture no longer happens organically, it must be communicated deliberately.

This includes:

• Recognizing achievements publicly
• Sharing team wins
• Creating space for informal interaction

These are not “nice-to-haves” but they are essential for engagement and retention.

Strategic Actions

• Design communication systems, not just messages
• Establish clear expectations around response times and channels
• Guide leadership on visibility through consistent communication
• Audit tone across internal communication for clarity and warmth
• Build intentional moments for culture and recognition

At CPRS Toronto, we continue to explore how communication practices are evolving in response to changing workplace dynamics, and how professionals can lead with clarity in distributed environments.

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.

Communicating Public Health: How Messaging Shapes Trust in a Crisis

By Anmol Harjani

April 7 is recognized as World Health Day, a global observance that highlights pressing public health priorities and the systems that support them. In today’s information landscape, these priorities are not only shaped by policy and science, but also by how effectively they are communicated.

In moments of crisis, information moves faster than verification. During public health emergencies, communication is no longer just about sharing updates, it becomes the foundation of public trust.

From evolving guidelines to conflicting narratives across platforms, audiences today are not just consuming information. They are questioning it, comparing it, and deciding whether to believe it.

For communication professionals, this creates a critical challenge: how do you build trust when certainty itself is evolving?

Trust Is Built in the Grey Areas

Public health communication is rarely black and white. Scientific understanding evolves, policies shift, and timelines change. Yet audiences expect clarity, consistency, and confidence.

The gap between what is known and what is communicated is where trust is either built or broken.

Research and real-world case studies from recent global health events show a clear pattern:

• Transparency outperforms perfection
• Consistency outweighs frequency
• Empathy drives engagement more than authority

For Canadian organizations, where public institutions are generally trusted but increasingly scrutinized, communication must strike a balance between credibility and relatability.

The 4 Pillars of Effective Public Health Communication

1. Clarity Over Complexity

Avoid overloading audiences with technical language. Translate complexity into accessible, actionable messaging.

👉 Instead of: “Transmission rates are subject to epidemiological variability”
👉 Say: “Risk levels may change as we learn more.”

2. Consistency Across Channels

Mixed messages across platforms erode trust quickly. Align internal teams to ensure messaging is unified across:

• Social media
• Press releases
• Leadership communication

Consistency signals reliability.

3. Context Matters

Data without context can create panic or misunderstanding. Always answer:

• What does this mean?
• Why does it matter now?
• What should people do next?

4. Empathy as Strategy

Acknowledging uncertainty does not weaken authority, rather it strengthens it.

Statements like:
“We understand this is frustrating as guidance continues to evolve”
can significantly improve audience perception and engagement.

Lessons from Recent Public Health Communication

🇨🇦 Canadian Public Health Messaging

Canadian public health agencies have increasingly adopted plain-language communication, making updates more accessible to diverse populations.

Clear dashboards, localized updates, and multilingual resources helped bridge communication gaps.

🏢 Organizational Communication During Health Crises

Many organizations shifted from formal corporate tone to human-centered messaging, especially when communicating:

• Workplace safety updates
• Remote work transitions
• Employee well-being initiatives

This shift reinforced internal trust and strengthened employer branding.

Key Takeaways

• Trust is not built through certainty, but through transparency and clarity
• Communication professionals must simplify without oversimplifying
• Consistency across channels is critical to maintaining credibility
• Empathy is not optional, it is a strategic tool
• Context transforms information into meaningful guidance

At CPRS Toronto, we recognize the evolving role of communication in shaping public understanding, especially in moments where clarity and trust are essential.

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.

AdTech Day Insights with Category Communications: Why PR Is Evolving Faster in the Age of AI

By Lucy Luc

Technology is changing the way we work, communicate, and tell stories. Businesses that embrace digital tools are seeing real results, with productivity increasing by 29 percent and every dollar invested generating $1.60 in return. Generative AI alone can save more than an hour a day, creating new opportunities for businesses to grow and stay competitive.

As these changes continue to shape industries, public relations is also evolving. The way people search for information, discover brands, and build trust is no longer the same.

At AdTech Day, these conversations come to life. To explore what this shift means for PR, Lucy connected with Chantel Cassar, Co-Founder of Category Communications, to learn how her agency is adapting to an AI driven landscape and what this means for the future of storytelling.

1. Chantel Cassar’s and Category Communications

I’m the Co-Founder of Category Communications, a PR agency working with changemaking companies across tech, real estate, and finance. We help brands translate complex ideas into stories that earn attention, build authority, and drive real business outcomes, especially in an AI-driven landscape.

What makes our approach different is that we build modern PR strategies rooted in Answer Engine Optimization (AEO), helping brands show up where consumers are actually searching today.

2. AI is transforming how brands are discovered and consumed. How has your approach to PR at Category Communications adapted to this shift, and what role does Answer Engine Optimization (AEO) play in helping brands stand out today?

I truly believe this is one of the most exciting times to be working in PR.

AI has fundamentally changed how brands are discovered and how we operate as PR professionals.

This is the biggest shift in marketing and consumer behaviour we’ve seen in over 15 years, and it’s giving us the opportunity to write a new playbook.

People aren’t just Googling anymore. They’re asking ChatGPT, Perplexity, and other AI tools direct questions — and those tools are pulling from trusted, authoritative sources. Research shows that 89% of links cited in AI-generated answers come from earned media, which means PR is no longer just about reach, it’s about influencing the answers themselves.

At Category, we’ve shifted our approach to ensure clients aren’t just getting coverage, but achieving what we call “answer ownership”, being consistently referenced in the questions their audiences are asking.

PR plays a critical role here. It’s about showing up in the sources AI pulls from — credible media, expert commentary, and structured thought leadership.

This also requires alignment across owned content. That means clear, machine-readable website copy, structured FAQs, and consistent messaging across channels — alongside ongoing media coverage, especially within key industry publications.

3. Brand authority today requires a cohesive story across multiple channels. Can you share an example of a campaign where multi-channel storytelling made a real impact on visibility or engagement?

The most effective PR today doesn’t live in one channel — it compounds across many.

At Category, we often use data as the foundation for storytelling. One example is a campaign we led for a proptech client, where we developed a proprietary report based on Canadian consumer insights.

That report became the backbone of a multi-channel strategy, including:

• A dedicated landing page to house the data and narratives (supporting SEO and AEO through backlinks)
• Owned content and social amplification
• National and regional media coverage across print, online and broadcast
• Executive LinkedIn thought leadership

Because the story was cohesive and rooted in original data, it travelled. It generated top-tier media coverage, strong engagement across channels, and meaningful inbound interest from partners and customers.

The takeaway is simple: a strong core narrative (ideally backed with data), executed across the right channels, creates momentum that no single tactic can achieve.

4. Category Communications has grown from 2 to 15 team members in just two years. What strategies have helped you build a collaborative and innovative team, and what advice would you give aspiring PR students entering this evolving industry?

I’m really passionate about building collaborative, high-performing teams.

Two of our core values at Category are “Be Curious” and “Be Connected.” We never stop learning, and we stay deeply plugged into our industry, our clients, and the media landscape.

Practically, that looks like:

• Regular coffee chats with media
• Cross-team knowledge sharing
• Dedicated time for learning through lunch and learns
• Embracing new tools like AI
• Balancing strong processes with room for creativity

My advice to PR students is simple: stay curious and stay connected. Get involved in the PR community, attend events (CPRS hosts a lot of great ones!), and build relationships early. The more you learn from others, the stronger you’ll be.

5. With over 15 years of experience in PR and experiential marketing across tech, real estate, and finance, what are the most valuable lessons you’ve learned about crafting narratives that drive measurable business results?

Storytelling sits at the heart of everything we do.

It’s not just a PR skill — it’s a life skill. We use storytelling in media pitches, client conversations, sales decks, job interviews and more.

One of the most important questions we ask every client is: what’s your founding story?

Because people don’t connect with companies, they connect with people.

The strongest narratives are rooted in authenticity. That applies to brands, and it applies to individuals building their careers. When you’re starting out, focus on telling your story clearly and honestly. Be you. That’s what resonates.

The other lesson is that consistency builds authority. One headline is impactful, but sustained storytelling and what creates Category leadership. And sharing that story across multiple platforms (i.e. your Linkedin, blog, socials, etc.)

At its core, PR is about building trust, and that’s what great storytelling, done consistently, achieves. Trust is what ultimately delivers long term business results.

6. Earned media remains a critical factor for brand visibility, especially in an AI-driven landscape. How do you see its role evolving in the next 5 years, and which skills should emerging PR professionals focus on to stay ahead?

Earned media isn’t going away, it’s arguably more important than ever.

In the next 5 years, it will become even more valuable as a signal to both humans and machines that you’re worth trusting.

Brands can pay for ads or publish their own content, but third-party validation carries a level of credibility that can’t be manufactured.I’ve always loved the idea that advertising is what you say about yourself, and PR is what others say about you. That distinction is becoming even more powerful in the age of AI.

For emerging PR professionals, master the fundamentals:

• Strong storytelling and writing
• Relationship-building
• News judgment and cultural awareness
• Clear, concise communication

These fundamentals will never go out of style.

But the skillset is evolving. To stay ahead, you also need:

• An understanding of Answer Engine Optimization (AEO)
• Fluency with AI tools and prompting
• Adaptability as platforms and media continue to shift

The future of PR sits at the intersection of media, content, and AI systems.

Those who understand how those three work together will lead the industry.

Conclusion

As highlighted through Chantel’s insights, the future of PR lies at the intersection of storytelling, media, and technology. While tools and platforms continue to evolve, the core of the practice remains rooted in authenticity, consistency, and trust. For aspiring PR professionals, staying curious, adaptable, and connected will be key to navigating this shift.

Ultimately, as AI continues to shape how information is discovered and consumed, PR professionals are not just amplifying stories, they are helping shape the answers people find.

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.

Doug Ford’s OSAP Announcement: The PR Blunder That Angered Students

By Sanjeev Wignarajah

When the Ford Government announced major increase in funding for post-secondary institutions and froze a seven-year tuition hike. It was welcome news for colleges and universities. The Ford Government also announced changes to OSAP, such as dropping grants from 85 per cent to 25 per cent and increasing loans from 15 per cent to 75 per cent. Students were furious and they had a right to be. They organized school walkouts and protested at Queen’s Park to voice their frustration.

Here’s how the Ford Government should have handled this situation.

Stakeholder Engagement

The Ministry of Colleges & Universities should have consulted OSAP changes to students and student unions on how it would impact their studies. From a student’s perspective, navigating today’s economy is brutal, where youth unemployment is at an all-time high and landing a job after graduation is tough. They need 85 per cent of the grants to pay for school, books, and whatever money is left to support themselves.

While the ministry claims that the current funding model is unsustainable. They could have listened to students and student unions about their situation, heard their concerns, and further fixed policies that would benefit both students and post-secondary institutions.

Message Framing

When making announcements regarding post-secondary funding changes, it is important to introduce changes that will impact the livelihood of colleges and universities and their students. The minister should and must provide transparent reasons for the changes like the current OSAP funding model being unsustainable. They should back up the research through data, income levels, etc. As well as answering media questions on the recent changes.

Issue Preparedness

The communications team should have prepped their MPPs and constituents in response to the changes on why it was necessary. A lot of students were angered by the OSAP changes, and they had a right to be. Not just students but parents, too. The number of students voicing their frustration on social media.

There was an instance when three students spoke to their local MPP about the changes, which led to a viral yet tone deaf response from said MPP about ‘working hard, getting a job, and paying off OSAP in months.’ That didn’t sit well with the three students who said it’s harder for them to get ahead in life.

Transparency and Rationale

If the province was adamant in making changes, they should have done a lot of research on OSAP funding and how it actually works because it’s tied to the Federal Government in terms of funding student assistance. Given the number of factors, including the cost of living, the amount provinces spend on post-secondary education, employment numbers in different sectors, etc.

Final Bell

The upcoming academic year appears different as students either entering college or university or returning to the classroom are uncertain about their future, as the Ford Government made changes to OSAP.

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.

 

 

April is often associated with fresh perspectives and new momentum, a fitting backdrop for conversations about how communications professionals continue to adapt and grow in an increasingly complex landscape. For this month’s In Conversation With blog series, we connected with Rachael Wraith, Associate Vice President at Global Public Affairs, Canada’s leading government relations and strategic communications firm. With experience spanning municipal communications and agency-side consulting, Rachael brings a strategic, relationship-driven approach to navigating today’s fast-moving communications environment.

We spoke with Rachael about how the pace and complexity of public relations work have accelerated in recent years, the importance of helping organizations anticipate risk and communicate with clarity, and why curiosity and continuous learning remain essential for practitioners today. From the growing role of proactive crisis planning to the need for communicators to embrace emerging technologies like AI, here is what she had to share.

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

Since the pandemic, I’ve transitioned from in-house municipal communications to agency-side consulting. This has allowed me to broaden the landscape I work in while remaining anchored in strategic thinking, building strong relationships, and executing effectively.

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

The most significant change has been the accelerated pace and complexity of our work. Organizations now face intricate challenges, heightened transparency demands, and swift issue cycles. Consequently, my role has become vital in helping leaders anticipate risks, navigate uncertainty, and communicate with clarity and credibility.

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

In today’s digital age, where reputation is paramount and crises can emerge in an instant, organizations are prioritizing proactive crisis planning, real-time monitoring, and predictive tools. This shift towards social listening and proactive response strategies highlights the urgent need for PR practitioners to master situational awareness and innovative problem-solving to navigate today’s complex landscape effectively.

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

Stay curious, seek knowledge, and embrace new experiences. Our industry is ever-evolving, and continuous learning is essential. Challenge your thinking and broaden your perspective. With emerging technologies and shifting public expectations, adaptability is key. Understanding AI and exploring its potential will be crucial for enhancing your effectiveness as a communicator.

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.

How Brands Can Harness Humor for April Fool’s Day PR Wins

By Lucy Luc

April Fool’s Day presents a unique opportunity for brands to engage audiences with humor, increase visibility, and leave a lasting impression. Playful campaigns and stunts can turn into memorable marketing wins, boosting social media engagement, media coverage, and brand affinity. However, successful humor in PR is about more than just jokes. It requires careful planning, alignment with brand values, and understanding the audience.

Why Humor Works in PR

Humor is one of the most effective ways to capture attention and build emotional connections. On April Fool’s Day, consumers expect lighthearted and playful content, making them more receptive to funny campaigns. Well-executed humor can humanize a brand, making it more approachable and relatable. It can also increase shareability, encouraging audiences to comment, like, and share posts, which helps expand organic reach. Humorous campaigns create memorable moments that stick in people’s minds, reinforcing brand recall long after April 1st.

Case Study Learnings from Successful Campaigns

Several brands have shown how humor can be used effectively in PR campaigns, and their examples provide lessons that any brand can learn from.

Duolingo has become famous for its playful and sometimes mischievous social media presence. For April Fool’s Day, the brand launched a toilet paper product with foreign language phrases called the Bathroom Classroom and introduced the “Duolingo Push” prank. These campaigns were successful because they were entertaining while still being relevant to the brand’s mission of teaching languages. The key lesson is that humor works best when it reflects the brand’s core message. Audiences find content more engaging and shareable when jokes feel authentic rather than forced.

Google Netherlands created the fictitious “Google Tulip,” a tool that supposedly allowed users to communicate with flowers. The campaign featured a realistic lab-style presentation that delighted audiences and went viral. This example teaches that attention to detail and clever presentation can make a humorous campaign feel real enough to be entertaining without misleading the audience. Visual storytelling and creativity can transform even an absurd idea into a memorable PR moment.

Burger King and Subway have also demonstrated the power of playful campaigns. Burger King introduced jokes like the Chocolate Whopper and the Impossible Whopper, while Subway created the Subdog prank. These stunts worked because they combined surprise with absurdity, creating buzz and encouraging social sharing. Sometimes the audience response was so enthusiastic that the ideas influenced real product launches. The takeaway here is that humor can inspire engagement and even innovation when it resonates with the audience.

A playful collaboration between Weetabix and Heinz Beans involved over 140 brands, sparking large-scale social media conversations. This example shows that humor can encourage collaboration and create community engagement beyond a single brand. Engaging multiple partners in a campaign can multiply visibility and generate a fun, collective energy that audiences enjoy interacting with.

Manforce Condoms and Clovia used fictional products to engage audiences and encourage social sharing, showing that humor works across industries. The lesson is that no matter the sector, playful content can break through the noise and attract attention, as long as it is relevant and entertaining.

Lessons for PR Strategy

From these examples, several broader lessons emerge for brands planning humor-driven campaigns. First, understanding the audience is critical. Humor should be tailored to cultural context, interests, and perceptions of the brand. Second, campaigns should align with brand personality to maintain trust and credibility. Third, keeping ideas fun and understandable ensures that audiences enjoy the joke without feeling misled. Multimedia elements like videos, interactive graphics, and mockups can increase engagement and shareability. Finally, brands should be ready to respond if a humorous campaign goes viral. Sometimes what starts as a joke can become a real product or opportunity, just as Subway’s Subdog inspired real customer interest.

It is also important to avoid pitfalls. Humor that touches on sensitive topics, is misleading, or is poorly timed can damage a brand’s reputation. Tesla’s joke about bankruptcy and Volkswagen’s early Volt-swagger campaign show how humor can backfire if not handled carefully. Strategic planning, timing, and clear messaging are essential to prevent confusion or negative perceptions.

April Fool’s Day campaigns highlight how humor can enhance PR by humanizing brands, creating memorable moments, and generating engagement. Successful campaigns combine creativity, brand alignment, and audience awareness. Lessons from Duolingo, Google Netherlands, Burger King, Subway, Weetabix, Heinz Beans, Manforce, and Clovia show that humor can be a versatile tool across industries and formats. Brands that plan thoughtfully, execute cleverly, and engage authentically can transform playful pranks into meaningful marketing wins.

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.

Beyond Metrics A New Benchmark for PR Satisfaction

By Lucy Luc

Public relations has always been about influence, credibility and relationships. Over time, however, the way we define success has become increasingly numeric. Coverage totals, impressions, reach, backlinks, domain authority, referral traffic and sentiment scores now dominate our reports.

There is nothing wrong with this shift. In fact, it reflects growth. As communications professionals, we have worked hard to position PR as a strategic business function. Measurement strengthens our credibility with leadership teams and clients. It allows us to demonstrate alignment with organizational priorities and defend investment in earned media.

Yet as our dashboards become more sophisticated, a new challenge emerges. When measurement becomes the centre of the conversation, meaning can quietly move to the margins.

On OK Day, this blog invites Canadian PR professionals to rethink what satisfaction truly looks like in 2026 and beyond.

What the Industry Taught Us About Measurement

Recent guidance from industry leaders and platforms such as Meltwater highlights the importance of clearly defined KPIs. Active coverage, share of voice, sentiment analysis, earned traffic and domain authority are now considered essential indicators of PR performance.

These metrics offer structure. They create accountability. They help connect communications activity to broader business objectives such as visibility, reputation, sales support or search performance.

They also respond to a common industry tension. Many PR professionals acknowledge that linking communications efforts directly to business outcomes remains one of the most difficult aspects of measurement. That pressure has accelerated the adoption of data driven tools and analytics platforms.

This evolution is healthy. It pushes our profession forward.

The Quiet Risk of Over Measurement

At the same time, numbers alone rarely capture the full influence of public relations.

• A campaign may generate high reach but fail to convey the intended key messages.
• A spike in referral traffic may not translate into sustained engagement.
• A strong share of voice may exist alongside weakening stakeholder trust.

These situations are not failures of PR. They are reminders that visibility and influence are not interchangeable.

Public relations operates in the realm of perception. Reputation builds through consistency, credibility and clarity over time. When we evaluate success only at the campaign level, we risk overlooking cumulative impact.

Redefining PR Satisfaction

If measurement remains essential, what needs to shift is the benchmark.

PR satisfaction in 2026 should reflect whether communications activity strengthens the organization in durable ways. That includes evaluating how well PR aligns with leadership strategy, how effectively key messages are adopted in media narratives and how consistently the brand voice appears across channels.

Professionals can begin by asking more layered questions during reporting cycles.

• Are our priority themes showing up accurately in earned coverage?
• Are journalists returning to us as trusted sources?
• Has executive visibility improved within industry conversations?
• Is sentiment trending positively across multiple quarters?
• Are internal stakeholders confident in the communications strategy?

These questions move the conversation beyond volume and toward value.

A Practical Framework for Professionals

For communications leaders seeking a more meaningful evaluation model, consider integrating the following approach into your planning and reporting processes.

1. Anchor every campaign to a defined organizational outcome
Clarity at the outset determines clarity in measurement. Whether the objective is strengthening brand authority, supporting a product launch or managing reputational risk, the goal must be explicit.

Example objectives might include: improving brand reputation, increasing executive visibility, boosting website traffic, or supporting a product launch. Connect KPIs directly to these goals. For example, if the objective is brand authority, track media placements in top-tier publications, sentiment analysis, and key message penetration.

2. Establish a credible baseline
Benchmark share of voice, sentiment and web performance before activation. This provides context for evaluating movement rather than celebrating isolated spikes.

• Track metrics like share of voice, website referral traffic, social engagement, and sentiment.
• Record qualitative insights such as journalist familiarity, coverage depth, and message accuracy.
• Resource: Google Analytics (GA4) can help track referral traffic and engagement patterns before and after campaigns.

3. Prioritize quality indicators
Analyze the depth and accuracy of coverage. Assess prominence within articles. Review how often key spokespeople are quoted directly. These qualitative signals often reveal more about influence than sheer volume.

• Assess whether key spokespeople are quoted directly.
• Track if coverage appears in high-authority outlets with strong domain authority.
• Measure if the messaging aligns with your intended key points.
• Resource: Tools like BuzzStream help track backlinks, outreach success, and domain authority for qualitative evaluation.

4. Track trends over time
PR is cumulative. Quarterly or annual comparisons provide stronger insight than single campaign summaries.

• Compare quarterly or yearly data for sentiment, share of voice, or media visibility.
• Identify patterns in engagement, peak coverage days, or recurring mentions to inform future campaigns.
• Resource: Platforms like Talkwalker offer social listening and trend analysis for deeper audience insights.

5. Translate metrics into business language
Executives rarely need a list of links. They need interpretation. Explain how increased share of voice shifts competitive positioning. Clarify how backlinks from high authority publications support long term SEO growth. Connect sentiment trends to reputational resilience.

• Show how increased share of voice strengthens competitive positioning.
• Explain how backlinks from high-authority sites enhance SEO and drive sustainable traffic.
• Connect sentiment trends to reputational risk or resilience, rather than just impressions.
• Resource: PR Newswire’s reporting and analytics tools can help communicate the ROI of earned media in clear business terms.

6. Incorporate Multi-Channel Measurement
Modern PR happens across print, digital, social media, podcasts, and influencer networks. Measure not only media coverage but also engagement, referral traffic, and conversation across channels.

• Monitor social engagement with likes, shares, comments, and mentions.
• Track referral traffic from coverage and backlinks to measure lead generation.
• Include AI-powered insights to analyze sentiment and identify trending topics.
• Resource: Meltwater and Cision provide multi-channel media monitoring for comprehensive reporting.

By following this framework, communications professionals can evaluate PR impact not only through numbers but also through meaning, influence, and long-term strategic alignment. The key is to combine hard metrics with qualitative insight, ensuring that your reports communicate real organizational value while keeping the human element of PR front and center.

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.

Pet PR Done Well: Building Loyalty Among Puppy Owners

By Lucy Luc

The global pet industry is booming. From luxury pet foods and veterinary innovations to celebrity pets with millions of followers, animals are no longer just companions. They are also at the heart of massive markets and cultural movements. With an estimated $320 billion global pet care market projected by 2030, companies, shelters, nonprofits, and even influencers are competing for attention. That’s where Pet PR comes in. At its best, pet-focused public relations doesn’t just sell products; it tells stories that touch emotions, mobilize communities, and build lasting loyalty. Unlike other industries where messaging is rational, pet PR taps into something primal: our deep emotional bond with animals. In this piece, we’ll examine two examples of pet PR done exceptionally well, campaigns that fused creativity, strategy, and emotion to achieve measurable impact.

The Foundations of Great Pet PR
Before diving into the examples, it’s useful to outline what makes a campaign in the pet sector stand out.

Emotional Storytelling
Pet PR thrives when it leverages the natural emotional connection between humans and animals. Whether it’s highlighting a rescue dog’s transformation or showing the lengths owners go to for their pets, the best campaigns hit an emotional chord.

Authenticity
Today’s audiences, especially pet owners, are skeptical of overt sales tactics. Campaigns that feel gimmicky or exploit animals often backfire. Success depends on sincerity. A product or cause must truly add value to pets’ lives.

Shareability
Animals dominate social media. More than 65% of internet users follow at least one pet account. A strong PR campaign is designed to spread organically. Videos, memes, or user-generated content often outperform traditional ads.

Integration with Larger Trends
The most effective campaigns tie pet care into larger cultural conversations such as sustainability, wellness, digital culture, or luxury.

Case Study One – The “Dreamies Cat” and Viral Snack Attacks

Background
Dreamies, a cat treat brand owned by Mars Petcare, faced the challenge of standing out in an oversaturated pet snack market. Cats often do not get the same spotlight as dogs in advertising, so Dreamies needed something bold to capture both cat owners and a mainstream audience.

The Campaign
In 2011, Dreamies launched the “Cats Go Bonkers for Dreamies” campaign in the UK. The premise was simple but genius: cats will do anything for Dreamies treats. Instead of traditional commercials, they released a series of humorous, exaggerated videos showing cats breaking through walls, clawing through bags, and even tackling owners in pursuit of Dreamies.

PR Execution
Humour served as the hook rather than sentimentality. Clips were short and perfect for YouTube and Facebook. The bright yellow packaging was featured heavily, making the product instantly recognizable. Dreamies later placed giant vending machines in shopping centers where people could press a button to release hundreds of treats to swarming cats.

Impact
The videos were viewed millions of times, sparking memes and parodies. Dreamies saw a double-digit sales increase in the UK and expanded the campaign internationally. The brand became a cultural reference, with memes often citing “cats going crazy for Dreamies.”

Why It Worked
The campaign was relatable and funny, hitting internet humour culture at the right time. It created a distinct brand identity that separated Dreamies from competitors and showed that humor and culture can make even a small cat treat brand a global phenomenon.

Case Study Two – The ASPCA “Angel” Dog and Cause-Based Pet PR

Background
On the nonprofit side, the ASPCA’s “Sarah McLachlan Angel” campaign launched in 2007 and had lasting cultural impact. Animal welfare groups were struggling to get attention as millions of animals were being euthanized each year. The ASPCA needed a powerful way to break public indifference.

The Campaign
The commercial featured Sarah McLachlan’s haunting song “Angel” over slow-motion footage of abused dogs and cats. McLachlan herself appeared, softly urging viewers to donate.

PR Execution
The campaign used a raw emotional appeal. Celebrity involvement added credibility and star power. The rollout included TV, direct mail, online video, and partnerships. The call to action encouraged viewers to donate monthly to the “founder’s circle.”

Impact
The campaign raised $30 million in the first two years and became one of the most recognized PSAs in American history. ASPCA’s brand recognition skyrocketed, establishing it as a leading animal welfare organization in the U.S.

Why It Worked
The campaign tapped deep empathy for suffering animals, making donating feel urgent and personal. The combination of music, visuals, and clear action created a powerful emotional impact.

Broader Lessons in Pet PR Done Well

Successful pet PR campaigns often share some common principles that go beyond individual brands or products. Timing is key: understanding current cultural trends, social media habits, and audience interests can make a campaign feel relevant and shareable. The choice of medium also matters. Whether it’s short-form video, social media posts, email, or traditional media, the platform should align with the message and how the audience engages with pets online.

Emotion remains the strongest driver of action. Campaigns that make people feel joy, empathy, or excitement are more likely to create loyalty and engagement. Authenticity is essential: audiences respond to campaigns that genuinely support pets’ well being rather than those that feel overly commercial. Finally, successful campaigns often connect to larger cultural or social trends, whether that’s sustainability, wellness, humour, or digital culture, helping the campaign resonate beyond the immediate audience.

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.

OWNERSHIP: A STRATEGIC FRAMEWORK FOR CAREER REINVENTION IN COMMUNICATIONS

By Matthew Celestial

The communications industry is not disappearing. It is restructuring quickly. Across Canada and globally, the last several years have delivered sustained workforce contraction across media, technology, advertising and corporate communications. In Canada, the unemployment rate reached 6.1 per cent in 2024, with volatility in professional, scientific and technical services, according to Statistics Canada. At the same time, artificial intelligence has accelerated content production, compressed timelines and reshaped how organizations define value. The World Economic Forum reports that 44% of workers’ core skills are expected to change within five years.

For professionals who have been impacted by job cuts, or who feel stalled, this moment can feel personal. Our work is tied to reputation, visibility and momentum. When that is disrupted, identity can feel disrupted.
But disruption is not a verdict. It is a signal. This is not the end of the profession. It is its evolution.

If you are currently in the middle of a job transition, and finding the hunt for your next role difficult, I’ve designed a framework to help you:

O — ORIENT YOURSELF

Before rewriting your résumé, recalibrate your trajectory.

Career disruption creates psychological noise. Research from the American Psychological Association shows uncertainty activates stress responses that narrow decision-making and increase reactive behaviour. In practice, that means over-applying, underselling or scrambling without clarity.

Where are you coming from? What consistent strengths define your work? Where are your learning gaps? Where do you realistically want to go next, and why? Human resources leaders consistently note that candidates with articulated direction are perceived as more confident and lower risk. Orientation is not reinvention.

W — WRITE YOUR STORY

You will be asked to tell your story repeatedly. Master it.

Structure it in three movements: foundation, evolution, direction. Explain how your early work shaped your expertise. Identify inflection points that expand your scope. Connect your next move logically to your accumulated experience. Recruiters are looking for coherence. They want progression, not randomness. Own your narrative before someone else defines it.

N — NAME AND SHAPE YOUR BRAND

Your personal brand is not self-promotion. It is the foundation of your career.

Audit your digital footprint. Update your headshot. Refine your LinkedIn summary. Remove dated language. Clarify your positioning. Research on hiring behaviour shows that hiring managers establish first impressions within seconds. Inconsistent messaging creates doubt. Consistency builds trust. Professional presence tells the market how seriously to take you.

E — EXPAND YOUR CAPABILITIES

Communications now intersects with analytics, AI tools, executive advisory and digital ecosystems.

The World Economic Forum identifies analytical thinking and technological literacy among the fastest-growing skill demands globally. The most competitive professionals today can interpret performance data and translate it into narrative insight, use AI strategically rather than mechanically, advise senior leadership on reputation and understand social listening and performance metrics. You do not need to master every emerging tool. But literacy in adjacent domains demonstrates adaptability.

R — REFINE YOUR CRAFT

AI can generate content. It cannot replicate judgment, lived expertise or strategic nuance.

Write regularly. Publish analysis in your field. Develop a portfolio that reflects range and technical precision. Study journalists covering your beat and observe how they build authority. Strong writing signals strong thinking and expertise in your desired field. That currency does not depreciate. It becomes valuable over time.

S — STRENGTHEN YOUR NETWORK

Networking should not begin at the point of crisis.

Engage reporters thoughtfully. Participate in industry conversations. Attend professional events. Contribute to associations such as CPRS Toronto. Volunteer where possible. Research on professional networking shows sustained, low-pressure engagement builds trust more effectively than transactional outreach. Be known for your perspective, not just your availability.

H — HONE YOUR PRESENCE

Communications professionals are often public-facing — presenting to clients, advising executives, managing crisis scenarios.

Learn to establish your presence in all spaces. Practice responding to difficult questions. Simulate high-pressure scenarios. Record yourself. Refine clarity and composure. Presence is not charisma. It is establishing a calm authority under scrutiny. Hiring managers recognize it immediately.

I — INTEGRATE ADJACENT SKILLS

Broaden your toolkit deliberately.

Develop literacy in AI prompt strategy. Learn basic design principles. Familiarize yourself with analytics dashboards. Consider learning a second language. Understand event logistics. Study campaign measurement frameworks. These skills compound. They expand the scope of what you can confidently lead.

P — PROTECT YOUR WELL-BEING

Job searching can be destabilizing.

Prolonged uncertainty increases stress and impairs executive function — the very capacities required for interviews and negotiation. Build structure into your days. Set defined job-search hours. Move your body. Seek community. Maintain routine. Resilience is operational. You cannot project confidence from depletion.

As you search for your next role, don’t forget to continue participating within the community. If you are between roles, remain active: write, mentor, volunteer, speak or offer pro bono support aligned with your values. While your employment status may shift, your professional identity does not have to. The strongest repositionings and self-discovery occur when professionals continue contributing during transition.

The job market is evolving, and we are seeing this affect communications professionals. The OWNERSHIP Framework strives to help professionals thrive to think strategically, write with distinction, embrace technology without losing humanity and build authentic networks grounded in credibility. This framework isn’t a “job-search guideline,” it is designed to help our community establish a discipline for long-term relevance in the job market. Communications professionals understand narrative, reputation and resilience better than most. It is time to apply those principles to ourselves. Above all, let this be a gentle reminder to colleagues that your role may have ended but your expertise did not.

Matthew Celestial is a Publicity Director, Animation & Interactive Entertainment at MCPR, a Statement Worldwide Company, and currently serves as Treasurer of the CPRS Toronto Board.