MEMBERS BLOG

2026 Is the New 2016: A Practical Study of the Viral Video Trend and What It Means for Digital Storytelling

By Lucy Luc

The phrase “2026 is the new 2016” has moved beyond a casual internet expression and into a recognizable cultural trend. It reflects how people are revisiting a specific moment in digital history while also redefining how content is created and shared today. Across platforms such as TikTok and Instagram, users are engaging with throwback aesthetics, familiar sounds, and content styles that resemble the online environment of 2016.

This trend is not simply about nostalgia. It is closely tied to how audiences experience content, how they respond to authenticity, and how viral moments continue to emerge in a constantly evolving digital space. For public relations and communication professionals, it offers a practical example of how cultural memory, user behavior, and platform dynamics intersect.

Understanding the Origins of the Trend

The “2026 is the new 2016” trend began circulating widely at the end of 2025 and gained traction at the start of 2026. It was sparked by users sharing throwback content that reflected personal memories from 2016, alongside broader references to internet culture from that time. These posts often included visual elements such as early smartphone photography, casual selfies, and filters that were widely used during that period.

The trend spread rapidly because it resonated with a shared sentiment. Many users associate 2016 with a time when social media felt more personal and less influenced by performance metrics. This perception encouraged others to participate by revisiting their own memories, contributing to a growing collection of user-generated content that reinforced the trend’s visibility.

Nostalgia as a Driver of Engagement

Nostalgia plays a central role in the popularity of this trend. It is a psychological response that connects individuals to past experiences, often highlighting moments that feel meaningful or emotionally significant. In the context of social media, nostalgia becomes a powerful motivator for content creation and sharing.

When users post throwback videos or images, they are not only revisiting the past but also interpreting it through a present-day perspective. This combination of reflection and reinterpretation helps create content that feels personal and relatable. As a result, audiences are more likely to engage with posts that evoke familiarity, whether through visuals, music, or cultural references.

Songs from 2016 are frequently used as background audio in these posts. Tracks such as “Starboy” by The Weeknd and “Love Yourself” by Justin Bieber help reinforce the emotional connection to that time period. Audio serves as a trigger for memory, enhancing the overall impact of the content.

The Role of Viral Videos in 2016 Culture

Viral videos in 2016 were often characterized by their simplicity and accessibility. Content did not require advanced production techniques or complex editing to gain attention. Instead, relatability and timing played a significant role in determining whether a video would spread.

Examples from that era include challenge-based content such as the Mannequin Challenge and the Water Bottle Flip Challenge. These formats encouraged participation, allowing users to recreate and share their own versions. This participatory nature contributed to the rapid spread of content, as each new contribution added to the overall trend.

Public figures such as Kendall Jenner and Hailey Bieber were also part of the broader cultural landscape at the time, helping to amplify trends through their own social media presence. Their involvement demonstrated how viral content can move between everyday users and public personalities, creating a shared digital experience.

The Evolution of Social Media Behavior

Over time, social media platforms have introduced features that influence how content is created and consumed. Algorithm-driven feeds, monetization opportunities, and creator tools have changed the incentives behind posting content. While these developments have expanded creative possibilities, they have also shaped user behavior in ways that prioritize engagement metrics.

As a result, content today is often designed with performance in mind. Hooks, pacing, captions, and visuals are carefully considered to maximize visibility. In contrast, content from 2016 was less influenced by these factors, allowing for a more casual approach to posting.

The current trend reflects a response to this shift. Users are revisiting older styles of content creation that emphasize spontaneity and personal expression. This does not indicate a rejection of modern platforms, but rather a renewed appreciation for content that feels natural and less structured.

Visual and Aesthetic Characteristics of the Trend

The “2016 aesthetic” has become a recognizable element of the trend. It includes specific visual cues such as oversaturated colors, grainy textures, and filters that were popular on platforms like Instagram during that time. Common features include casual selfies, candid moments, and minimal editing styles.

These visual elements contribute to the sense of authenticity that audiences associate with the trend. Unlike highly produced content, these visuals appear more approachable and relatable. They reflect everyday experiences rather than curated highlights, which helps explain why they resonate with viewers.

The aesthetic also extends to fashion and personal style. Clothing trends from 2016, including chokers, skinny jeans, and festival-inspired outfits, are frequently referenced in throwback posts. These details help situate content within a specific cultural context, reinforcing the connection to the original time period.

Participation and Community Engagement

One of the defining characteristics of viral trends is participation. The “2026 is the new 2016” trend encourages users to contribute their own content, whether by sharing old photos, recreating past styles, or producing new videos inspired by the aesthetic.

Platforms such as TikTok support this type of engagement through features that allow users to remix content, respond to trends, and interact with others. This participatory structure plays a key role in how trends grow and sustain momentum.

Public figures have also contributed to the trend’s visibility. When individuals like Charlie Puth share content that references earlier years, it encourages audiences to engage with the trend in similar ways. This interaction between creators and audiences helps maintain a cycle of content creation and sharing.

Cultural Context Behind the Trend

The popularity of this trend is influenced by broader cultural and social factors. Many users associate 2016 with a period that felt less complex in terms of online interaction. Social media was used primarily for sharing moments with friends and communities, rather than for content distribution at scale.

At the same time, 2016 was a significant year in global culture, with major events, music releases, and digital trends shaping the online environment. The rise of early influencer culture, the growth of short-form video, and the emergence of viral challenges all contributed to the foundation of modern social media behavior.

The current trend reflects how users interpret that period through a contemporary lens. It combines memory with reinterpretation, creating a shared narrative that evolves as more people participate.

Implications for Public Relations and Digital Communication

For professionals in public relations and communication, this trend offers practical insights into audience behavior and content strategy. It highlights the importance of understanding cultural context when creating messaging that resonates with audiences.

Authenticity remains a key factor in engagement. Content that feels genuine and relatable is more likely to capture attention than content that appears overly produced or disconnected from audience experiences. This does not mean abandoning quality, but rather balancing production with relatability.

The trend also demonstrates the value of storytelling. Viral videos often succeed because they communicate a clear idea or emotion in a concise format. Whether through visuals, sound, or narrative structure, effective content connects with audiences on a human level.

Participation is another important consideration. Content that invites interaction, response, or reinterpretation tends to perform well because it encourages audiences to become part of the experience. This participatory element is central to how trends develop and spread across platforms.

Conclusion

The “2026 is the new 2016” trend provides a practical example of how viral content emerges and evolves in a digital environment. It reflects a combination of nostalgia, cultural memory, and shifting audience expectations. As users revisit the styles and behaviors of earlier social media eras, they are also redefining what they value in content today.

For Viral Video Day, this trend reinforces a simple but important idea. Viral moments are not only shaped by technology or algorithms, but by people. When content resonates with shared experiences and emotions, it has the potential to spread widely and influence culture.

In a landscape where platforms continue to evolve, the fundamentals of storytelling remain consistent. Clear ideas, relatable moments, and genuine expression continue to form the foundation of content that connects. The resurgence of 2016 inspired content is a reminder that while formats may change, the human element behind viral video culture remains constant.

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 Greenwashing: Communicating Sustainability with Credibility

By Anmol Harjani

April 22 is widely recognized as Earth Day, a global call to action for environmental responsibility and sustainability. As organizations respond to this growing priority, the way they communicate their efforts has become just as important as the actions themselves.

Sustainability is no longer a differentiator, it is an expectation.

As organizations increasingly position themselves around environmental and social responsibility, audiences have become more critical, more informed, and less forgiving of vague or exaggerated claims.

This has made sustainability communication one of the most complex areas for communication professionals today.

The risk is not just being overlooked, it is being questioned.

Greenwashing, whether intentional or not, can significantly damage credibility. And in a landscape where trust is already fragile, rebuilding it is far more difficult than maintaining it.

Effective sustainability communication starts with alignment between action and messaging.

If communication moves faster than actual progress, it creates a credibility gap.

Audiences today are looking for:

• Specific commitments
• Measurable outcomes
• Transparent reporting on progress

In Canada, regulatory frameworks and increased focus on ESG (Environmental, Social, Governance) standards have made transparency not just advisable, but necessary.

Organizations that communicate sustainability effectively tend to focus on clarity over amplification.

Instead of broad claims like “we are committed to sustainability,” they communicate:

• What exactly they are doing
• Why it matters
• What progress has been made

Another critical element is acknowledging imperfection.

No organization has fully “solved” sustainability. Communicating ongoing efforts, challenges, and areas for improvement can actually strengthen credibility.

Storytelling also plays a key role but it must be grounded in reality.

Highlighting employee initiatives, community impact, or operational changes can make sustainability tangible, but these stories must be backed by substance.

Key Takeaways

• Credibility in sustainability communication depends on alignment with action
• Specificity builds trust; vague claims erode it
• Transparency, including challenges, strengthens authenticity
• Regulatory and audience expectations in Canada continue to evolve
• Storytelling should support facts, not replace them

At CPRS Toronto, we recognize the growing importance of credible and transparent communication in advancing sustainability efforts across organizations.

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.

Purpose-Driven Communication, Engaging Communities Through Volunteer Storytelling

By Anmol Harjani

April 20 is observed as Volunteer Recognition Day, a time to acknowledge the contributions of individuals who support communities through service. For organizations, it also presents an opportunity to communicate purpose and impact through meaningful storytelling.

Volunteerism is often seen as an act of service but in communication, it is also a powerful narrative.

For organizations, volunteer initiatives offer more than community impact. They provide an opportunity to communicate purpose in a way that is tangible, human, and relatable.

But the impact of these initiatives depends largely on how they are communicated.

Too often, volunteer communication is reduced to announcements like what was done, where, and by whom.

What’s missing is the story.

Effective volunteer storytelling focuses not just on activity, but on impact.

It answers:

• Who was affected?
• What changed?
• Why does it matter?

For communication professionals, this requires a shift from reporting to storytelling.

This includes capturing:

• Personal experiences of volunteers
• Community perspectives
• Measurable outcomes of initiatives

In Canada, where community engagement plays a significant role in organizational reputation, authentic storytelling can strengthen both internal culture and external perception.

Another important aspect is continuity.

Volunteer communication should not be limited to a single post or event recap. Ongoing storytelling helps build a narrative of sustained commitment, rather than one-time participation.

It also creates opportunities for employee engagement, encouraging more individuals to participate and share their experiences.

Visual storytelling through images and short-form video can further enhance impact, making stories more accessible and engaging.

At the same time, authenticity remains key.

Overly polished or overly promotional storytelling can reduce credibility. The most effective stories are those that feel real, grounded, and reflective of genuine impact.

Strategic Actions

• Focus on impact, not just activity
• Capture diverse perspectives, including community voices
• Build ongoing narratives around volunteer initiatives
• Use visual content to enhance storytelling
• Maintain authenticity in tone and representation

At CPRS Toronto, our work is driven by a community of dedicated volunteers who contribute their time, expertise, and perspective to advance the profession. Their efforts play a vital role in shaping meaningful initiatives, strengthening industry connections, and supporting ongoing learning.

For those looking to get more involved and contribute to a growing community of communication professionals, opportunities to volunteer with CPRS Toronto are always evolving. You can express your interest by reaching out at communications@cprstoronto.com.

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.

Strategic Conversations Driving Meaningful Dialogue That Matters

By Anmol Harjani

April 17 marks the International Day of Conversations That Matter, emphasizing the importance of meaningful dialogue in driving understanding and change. In professional environments, these conversations play a critical role in shaping relationships, decisions, and outcomes.

Not all communication creates impact. Some messages inform, others engage but only a few truly influence.

What sets those apart is not just what is said, but how conversations are designed.

For communication professionals, the ability to facilitate meaningful dialogue is becoming increasingly critical, especially in environments where stakeholders expect transparency, inclusion, and accountability.

Strategic conversations are not reactive. They are intentional.

They are built around understanding:

• Who needs to be part of the conversation
• What the desired outcome is
• How the message should evolve based on response

In today’s landscape, audiences are no longer passive recipients. They expect interaction. They expect to be heard.

This is particularly evident in areas such as:

• Organizational change
• Public consultations
• Community engagement initiatives

In Canada, where stakeholder engagement often involves diverse and multicultural audiences, communication must be both inclusive and adaptive.

One of the key shifts is moving from broadcast communication to dialogue-based communication.

This means creating space for feedback and not just collecting it, but responding to it in a way that demonstrates it has been considered.

It also requires communication professionals to act as facilitators, not just messengers.

Another important aspect is timing.

Meaningful conversations are often lost when communication is either too late or too controlled. Early engagement, even when all answers are not available, can build credibility and reduce resistance.

Technology has made dialogue easier but not necessarily more effective.

True strategic conversations require:

• Clear framing of issues
• Active listening
• Willingness to adapt messaging

Strategic Actions

• Identify key stakeholders early in the communication process
• Define clear objectives for each conversation
• Create structured opportunities for feedback and dialogue
• Ensure responses reflect input received
• Train leaders to engage, not just inform

At CPRS Toronto, we continue to explore how communication professionals can lead conversations that are not only informative, but transformative.

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

Finding Your Organizational Voice: Why Consistency Builds Authority

By Anmol Harjani

April 16 is celebrated as World Voice Day, a reminder of the power and impact of how we express ourselves. For organizations, this extends beyond spoken communication to the development of a consistent and recognizable voice across all channels.

Every organization communicates. But not every organization is understood.

In a crowded communication landscape, where audiences are exposed to thousands of messages daily, consistency in voice is what separates recognition from noise.

An organization’s voice is not just about tone, it is about identity. It reflects values, priorities, and personality across every touchpoint, from social media to leadership messaging.

Yet, one of the most common challenges organizations face is fragmentation.

Different teams, different channels, different priorities resulting in messaging that feels inconsistent, disconnected, and at times, contradictory.

For communication professionals, building a strong organizational voice is less about creativity and more about alignment.

Consistency does not mean repetition. It means coherence.

A well-defined voice ensures that whether a message is coming from marketing, leadership, or internal communications, it feels like it belongs to the same organization.

This becomes especially important in high-stakes moments like crisis communication, major announcements, or brand repositioning, where inconsistency can dilute credibility.

Developing a strong organizational voice starts with clarity:

• What do we stand for?
• How do we want to be perceived?
• What tone reflects that identity?

From there, it requires codification & documenting voice principles in a way that teams can actually use.

Many organizations invest in brand guidelines, but often overlook practical application. The most effective communication teams translate voice into:

• Writing guidelines
• Messaging frameworks
• Real examples of “what good looks like”

Canadian organizations, particularly in sectors like public services and financial institutions, have increasingly focused on plain-language communication while maintaining authority and proving that clarity and professionalism can coexist.

Consistency also builds familiarity. And familiarity builds trust.

When audiences know what to expect from your communication, how it sounds, how it feels, they are more likely to engage with it.

Key Takeaways

• Organizational voice is a reflection of identity, not just tone
• Consistency creates recognition and credibility
• Alignment across teams is more important than isolated creativity
• Voice guidelines must be practical, not theoretical
• Clear, human communication strengthens audience connection

At CPRS Toronto, we emphasize the importance of consistent and purposeful communication in building strong, recognizable organizational identities.

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.

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.