MEMBERS BLOG

In Conversation With: The Memories and Ideas Behind the Stories We Tell

By Lucy Luc

Every PR campaign and every story we tell begins with a memory or an idea that inspires us ✨

On Good Memory Day January 19, we are looking back at CPRS Toronto’s In Conversation With series and the moments that have shaped it since its beginning. What started in 2021 as a simple idea to connect our community during a time of uncertainty has grown into a meaningful archive of reflection, insight, and shared experience across the communications profession.

Our first conversation with Jessica Rabaey invited readers into an honest reflection on what it meant to be a communicator during the early days of the pandemic. The focus was not just on strategy, but on people. Well being, trust, transparency, and the responsibility communicators carry when information truly matters. That conversation set the tone for everything that followed.

As the series continued, voices like Mark Hunter LaVigne reminded us to keep moving forward even when the path changes, while emerging professionals like Jaclyn Cossarini shared the excitement and uncertainty of starting a career in PR during a fully virtual world. These stories captured more than professional advice. They captured real moments of growth, adaptation, and hope.

Over time, the series expanded to reflect the evolving industry. Practitioners like Wemimo Onikan spoke about empathy, flexibility, and staying connected in a rapidly changing media landscape. More recent conversations with leaders such as Lindsay Peterson and Samantha Berdini explored how PR continues to evolve through integrated communications, earned media, and new technologies, while reinforcing a timeless truth that strong storytelling and genuine relationships remain at the heart of our work.

Across every conversation, a few ideas continue to surface. The importance of staying curious. The value of relationships built on respect and trust. The need to care for our own well being as we support others. And the belief that PR is not just about pitching stories, but about understanding people, moments, and meaning.

The In Conversation With series is a reminder that behind every headline, campaign, and strategy is a person shaped by experience. A memory that taught a lesson. An idea that sparked a new way of thinking.

Top stories and themes you will find in the series

• Navigating crisis communications when clarity and trust matter most
• Lessons learned from decades in media relations and newsroom experience
• Entering the PR industry during a virtual world and building connections from scratch
• Staying curious and relevant in a constantly changing media landscape
• Embracing change while staying grounded in the fundamentals of storytelling
• Building careers rooted in purpose, people, and meaningful impact

As we look ahead, CPRS Toronto looks forward to continuing these conversations and sharing more stories from across our community. Stories that reflect where we have been, where we are now, and where the profession is heading next.

We invite you to explore the In Conversation With series on the CPRS Toronto website and join us for future conversations still to come.

If you would like to share your story or nominate a colleague for a future feature, please contact communications@cprstoronto.com.

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

Happy New Year, CPRS Toronto Members!

A new year can feel like a fresh start. A new opportunity to set goals, intentions and routine. We encourage you to seize this and use it to your advantage. This new year is rich in opportunity, with so much change on the horizon. What kind of PR professional do you want to be?

Perhaps you want to hone your expertise, or expand your knowledge.

As we step into 2026, we are energized by the possibilities that a new year brings, not just for our profession, but for each of us as communications leaders navigating an ever-evolving landscape. January is a natural moment for reflection, but it is also a time to set intentions and think strategically about how we want to grow, adapt, and lead in the months ahead.

The past year showed a pivotal shift in communications: the rise of AI as an integrated and indispensable tool in our work. But as we embrace these new capabilities, it’s clear that our value as professionals lies not in automation, but in the human insight, ethical guidance, and strategic thinking that technology cannot replicate. In 2026, our focus at CPRS Toronto will continue to be on empowering members to harness AI effectively, while amplifying the uniquely human skills that make our profession indispensable.

This year, we encourage all members to explore opportunities for learning, experimentation, and collaboration. What new tools could enhance your workflow? How can you lead with ethics and insight in an AI-driven environment? By sharing experiences, successes, and challenges, we can build a stronger, more resilient communications community together.

We are excited about the programs, workshops, and networking opportunities we have planned for 2026, all designed to support your growth, spark innovation, and strengthen our collective expertise. Let’s start this year with curiosity, boldness, and a commitment to excellence, both for ourselves and for the clients, organizations and communities we serve.

Here’s to a year of learning, leading, and thriving together.

Warmly,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

How the Canadian PR Market Is Standing Out on the Global Stage

By Anmol Harjani

During a recent trip to Dubai for a media convention, I was struck by the diversity and dynamism of public relations practices across different countries. Each market has its own nuances, priorities, and ways of building trust with audiences. Experiencing this firsthand made me pause and reflect on what makes Canada’s communications ecosystem distinctive. That reflection inspired this piece, a closer look at the values, strategies, and qualities that set Canadian PR apart on the global stage.

The Canadian public relations market continues to gain recognition internationally for its emphasis on trust, accountability, and credibility, qualities that are increasingly rare in an age of misinformation and fleeting attention. In Canada, these values are not just ideals; they are embedded in how communication work is approached from strategy to execution.

Accountability stands out as a hallmark of Canadian PR. Audiences expect transparency, follow through, and messages that prioritize honesty over hype. This approach does more than build trust in the moment, it strengthens long term reputation and fosters loyalty that withstands scrutiny.

Inclusivity further defines Canada’s PR landscape. With its multicultural population, communicators are adept at crafting messages that resonate across cultural contexts. Canadian PR professionals consider diverse perspectives, ensuring communication is relevant, respectful, and effective for multiple audiences. This sensitivity reduces risk while increasing engagement and connection.

Media relations also reinforce Canada’s reputation globally. High journalistic standards in Canadian media encourage thoughtful engagement, accuracy, and context. PR professionals respond not just with information, but with insight, fostering a two way relationship that benefits both the storyteller and the story. The result is richer public discourse and stronger trust between organizations and their audiences.

Key takeaways for communicators

• Credibility is built through consistency, not spectacle
• Cultural awareness strengthens message effectiveness
• Respect for media standards supports trust
• Ethical communication delivers long term value

What struck me most on this trip was how Canadian PR stands out not by seeking attention, but by earning it through integrity, strategic thinking, and careful attention to audience needs. This approach matters more than ever in a global communications environment where trust is a rare and invaluable commodity.

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.

Why Dialogue Matters More Than Ever in Canadian Public Relations

By Anmol Harjani

January 5 marks National Day of Dialogue, a timely reminder that public relations today is less about delivering statements and more about creating meaningful exchange. While PR has always been rooted in relationships, those relationships are now built through listening, understanding, and engagement rather than one way communication.

Dialogue is not simply replying to comments or responding to issues when they arise. It is the intentional practice of listening with curiosity, recognizing context, and engaging with openness. Canadian audiences place high value on transparency and respect, particularly when perspectives differ. When organizations speak without listening, they risk appearing disconnected from the people they are trying to reach.

Canada’s communications landscape makes dialogue especially important. Cultural diversity, regional nuance, bilingual audiences, and heightened expectations around inclusion all influence how messages are interpreted. Dialogue allows communicators to acknowledge lived experience, adapt messaging thoughtfully, and avoid assumptions that can undermine trust.

Dialogue is also essential in moments of uncertainty. During policy changes, organizational challenges, or public debate, audiences want to be heard. Creating space for questions and feedback signals confidence and credibility. It shows that communication is not about control, but about understanding.

Practical ways to strengthen dialogue

• Build listening into communication plans, not just message delivery
• Use audience feedback to inform strategy, not just monitor sentiment
• Prepare spokespeople to engage in conversation, not recite talking points
• Treat communication as ongoing rather than final

Strong public relations is not about having the loudest voice. It is about creating space for understanding and earning trust through exchange.

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.

Vision Boards, Strategy, and the Power of Communication

By Anmol Harjani

January 10 is National Vision Board Day, a moment that highlights the value of clarity and intention, concepts that sit at the heart of effective communication strategy. While vision boards are often seen as personal or creative exercises, their core purpose is focus, something every PR professional relies on.

Every strong communication effort begins with a clear vision. What should audiences understand, feel, or do differently as a result of the work. Without that clarity, messaging becomes reactive. With it, communication becomes intentional and consistent.

In the Canadian PR landscape, vision plays an especially important role. Credibility and long term thinking tend to outweigh short term attention. A clear vision helps communicators align messages with values, audience expectations, and broader social context, ensuring consistency across channels and moments.

Vision also influences outcomes. What is repeatedly communicated shapes perception, and perception influences behaviour. When vision is paired with thoughtful execution, communication gains momentum. Without strategy, vision is just aspiration. Without vision, strategy lacks direction.

Ways to apply vision thinking to PR work

• Define the desired outcome before developing messages
• Use vision as a filter when prioritizing ideas and opportunities
• Document your strategic direction so teams stay aligned
• Revisit the vision regularly to ensure relevance

Clear vision does not limit creativity. It gives communication purpose.

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.

Why Mentorship Matters in Canadian Public Relations

By Anmol Harjani

January 17 is International Mentoring Day, an opportunity to reflect on how guidance and shared experience shape stronger communicators. Public relations is a profession learned through practice as much as theory, and mentorship plays a critical role in bridging that gap.

Mentorship in PR goes beyond career advice. It includes perspective on judgment, ethics, stakeholder dynamics, and decision making under pressure. These insights are difficult to gain without exposure to real world situations and honest reflection.

In Canada, mentorship carries added value because of the complexity of the communications environment. Media expectations, public accountability, cultural context, and regional differences all shape how PR work is done. Learning from experienced practitioners helps emerging professionals navigate these realities with greater confidence.

Mentorship is also mutually beneficial. Those offering guidance refine their thinking by sharing lessons learned, while those receiving mentorship bring new ideas and fresh perspectives. This exchange strengthens the profession overall.

Ways to engage meaningfully in mentorship

• Seek insight and perspective, not just advancement
• Ask thoughtful questions about decision making and trade-offs
• Share challenges openly to encourage deeper discussion
• If mentoring others, offer context and experience rather than prescriptions

Mentorship ensures knowledge is passed forward, strengthening both individuals and the profession.

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.

PR in the Holiday Season: Keeping Communications Authentic and Inclusive

By Anmol Harjani

The holiday season is a time of connection, reflection, and celebration, but it can also present challenges for PR professionals. Messaging that isn’t carefully crafted risks feeling tone-deaf, exclusionary, or superficial. Authentic and inclusive communications ensure that audiences feel seen, valued, and respected.

Inclusive messaging begins with language and imagery. Not everyone celebrates the same holidays, and not everyone experiences the season with joy. Using universal themes such as gratitude, community, and togetherness ensures that messages resonate broadly. Visual representation should be thoughtful and diverse to reflect the audience genuinely.

Aligning messaging with reality is essential. Campaigns promoting charitable giving should clearly convey how contributions make a difference. Offers or discounts need transparent terms. Communications that are grounded in truth and reflect real action reinforce credibility and build trust.

Sensitivity matters. For some, the holidays are difficult, emotionally or financially. Content that only celebrates joy can feel alienating. Incorporating reflections, resources, or support-oriented messaging creates space for a wider range of audience experiences. This approach shows empathy and strengthens audience connections.

Collecting stories during the season adds long-term value. Testimonials, case studies, and community narratives captured during the holidays can be repurposed in future campaigns, reports, or earned media. The season becomes an opportunity to build rich, enduring content rather than a fleeting moment.

Thoughtful holiday communications reflect a brand’s values. By combining inclusivity, authenticity, and empathy, PR professionals can create messages that resonate, foster connection, and leave a lasting impression long after the season ends.

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.

Cyber Monday: How PR Professionals Can Learn From Audience Behaviour

By Anmol Harjani

Cyber Monday is often painted as just a shopping day, but for PR professionals, it’s a moment packed with insights about how audiences behave under pressure. It’s not just about who buys what; it’s about who notices, who responds, and how messaging can connect or get lost amid the noise. Observing these patterns offers communicators a rare lens to see what works when attention is scarce and distractions abound.

Timing is critical. On Cyber Monday, audiences are juggling multiple priorities, scrolling quickly through emails and social feeds. Messages that fail to match the rhythm of their attention are easily ignored. PR professionals who plan ahead, schedule content strategically, and consider when audiences are most receptive can make a fleeting moment of attention feel meaningful. It’s not about increasing volume; it’s about delivering the right story at the right time.

Context matters as much as content. Instead of leading with offers, brands that frame messaging around purpose or value resonate more deeply. Highlighting why a product or service is useful, meaningful, or aligned with the audience’s values transforms communication from transactional to human. PR teams play a crucial role here by adding storytelling and framing that enhances clarity, relevance, and empathy.

Coordination with internal teams is essential. Cyber Monday challenges a brand’s operational readiness. When PR works closely with customer service and product teams, messaging becomes credible and response times are faster. Clear scripts, aligned expectations, and proactive planning prevent small issues from turning into reputational concerns.

Finally, Cyber Monday provides lessons that extend beyond the day itself. Tracking trends, noting frequently asked questions, and capturing customer stories allows communicators to turn short-term attention into long-term insights. The data collected informs not only future campaigns but also how a brand listens, responds, and builds trust with its audiences.

Cyber Monday may be a high-intensity day, but for communicators, it is also a learning laboratory. Observing audience behaviour, adding context to messaging, and coordinating internally ensures that short-term spikes in attention are converted into meaningful engagement and trust.

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.