MEMBERS BLOG

National Giving Month: How PR Professionals Can Amplify Community Impact

By Anmol Harjani

National Giving Month is a time to celebrate generosity, but for PR professionals, it’s also a chance to apply strategy, storytelling, and communication skills to create meaningful impact. Communications can amplify community initiatives, elevate voices, and foster relationships that extend far beyond a single campaign or event.

PR practitioners play an essential role in shaping how giving is experienced and understood. Storytelling that combines personal narratives with measurable outcomes allows audiences to see the impact of their contributions. For example, a campaign highlighting the journey of an individual or community while also demonstrating the scale of outcomes engages both heart and mind, encouraging deeper involvement.

Partnerships are another hallmark of effective campaigns. PR professionals often bridge connections between nonprofits, corporate partners, and media outlets to maximize reach and impact. These collaborations allow initiatives to extend their influence beyond a single organization, creating a network effect that benefits everyone involved and amplifies the message.

Long-term engagement is key. Rather than focusing solely on seasonal appeals, communications that embed giving into ongoing relationships foster trust and sustained participation. Sharing updates, progress stories, and reflections on outcomes ensures that contributors see the lasting difference their support creates.

For students and early career professionals, participating in giving campaigns provides practical experience, mentorship opportunities, and visibility. They can witness how communications can drive social good and learn skills that are transferable to future roles.

National Giving Month demonstrates the power of thoughtful communication in creating positive change. When PR professionals approach giving strategically and authentically, they elevate both the initiatives they support and their own professional impact.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour and how PR practitioners adapt within a rapidly evolving digital landscape.

International Volunteer Day: The Benefits of Volunteering with CPRS Toronto

By Anmol Harjani

Volunteering with CPRS Toronto is more than giving time—it’s an opportunity to grow professionally while contributing to the community. For students and early career professionals, it provides hands-on experience that goes far beyond classroom learning or entry-level work. Volunteers take on real responsibilities, contribute to meaningful projects, and build skills that are highly valued in the communications field.

Developing Skills Through Real Projects
By volunteering, practitioners can strengthen their expertise in event management, content creation, and communications strategy. They also enhance soft skills such as leadership, collaboration, and public speaking. The projects volunteers take on—from webinars to mentorship programs—offer a practical environment to learn, experiment, and see the results of their efforts, creating a foundation for long-term professional growth.

Building Networks That Matter
Volunteering opens doors to a diverse network of professionals. Committees bring together practitioners across sectors and experience levels, providing mentorship, guidance, and opportunities for collaboration. These relationships often become invaluable, offering insights, career advice, and sometimes future opportunities. Networking through volunteer work can have a lasting impact on your career trajectory.

Creating Community Impact
The work of CPRS Toronto volunteers benefits the broader communications community. Every webinar hosted, mentorship session facilitated, or event coordinated strengthens the profession. Volunteers help support students, newcomers, and peers, contributing to a thriving network of knowledge and collaboration across Toronto. Their efforts have a ripple effect, amplifying the reach and value of CPRS programs.

Making Volunteering Work for You
Volunteering is most rewarding when approached intentionally. Setting clear goals, documenting outcomes, and seeking feedback ensures that the experience translates into tangible professional development. The time and energy volunteers invest are reciprocated with mentorship, visibility, and a deeper understanding of the profession.

Celebrating Our Volunteer
International Volunteer Day is an opportunity to recognize and thank those who make CPRS Toronto stronger. Through their dedication, volunteers build skills, expand networks, and create opportunities for the next generation of PR professionals. Volunteering is a chance to make a meaningful difference for yourself and the community at the same time.

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.

Green Monday: Ethical and Sustainable Communication for PR Professionals

By Anmol Harjani

Green Monday is not just a shopping milestone. For PR professionals, it presents an opportunity to lead conversations around sustainability, ethical messaging, and audience impact during the holiday season. It’s a reminder that communications have the power to influence not only behaviour but also perceptions and values.

Focusing on Meaningful Choices
Communicators can elevate messaging by focusing on meaningful choices rather than simply pushing products. Highlighting gifts or experiences that are sustainable, local, or socially responsible encourages audiences to consider the impact of their decisions. Storytelling that emphasizes why a product matters, who it benefits, or how it was made transforms promotional content into a narrative that audiences engage with and remember.

The Importance of Transparency
Transparency is crucial. Sustainability claims need to be accurate, verifiable, and clearly communicated. PR teams can collaborate with operations and product departments to ensure messages reflect real practices. Audiences are increasingly savvy and expect honesty, so claims without evidence can damage credibility.

Showcasing Responsible Alternatives
PR can also shine a light on alternatives that benefit communities and the environment. Featuring local makers, repair services, and circular economy initiatives demonstrates a commitment to responsibility while offering practical options to audiences. Messaging that educates and inspires as well as promotes can position a brand as thoughtful, trustworthy, and aligned with audience values.

Measuring Impact Beyond Sales
Impact should be measured beyond short-term sales. Engagement, sentiment, and media coverage offer a better indication of how purpose-driven communications resonate with audiences. The lessons learned during Green Monday can inform future campaigns, build long-term trust, and strengthen the brand’s reputation for ethical leadership.

Building Meaningful Connections
Green Monday invites PR professionals to move beyond transactional communication and consider the broader social and environmental effects of their messaging. By integrating sustainable practices into storytelling, brands can build meaningful connections with their audiences while contributing positively to the communities they serve.

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.

Co-Presidents Message

As the calendar year draws to a close and we look forward to the holidays, it is the perfect time to pause and reflect on what has been a truly transformative year for public relations. 2025 wasn’t just another year; it was a period of intense pressure, and rapid technological integration, both of which transformed our roles as communications professionals.

The dominant narrative of 2025 was undoubtedly the full-scale integration of Generative AI into our workflows. We’ve moved so far beyond initial experimentation. According to the CPRS State of Public Relations in Canada report, more than half of us now use AI tools daily for everything from first-draft content generation to sophisticated media monitoring and predictive crisis modelling. Are we working our way out of jobs? We’ve had a lot of talk about this amongst the board at CPRS Toronto, and we don’t think so. We see it as an exciting opportunity for our profession to move beyond production and focus on strategy, ethics, and human insight.

Nvidia CEO and co-founder Jensen Huang has an interesting quote: “You’re not going to lose your job to an AI, but you’re going to lose your job to someone who uses AI.” That’s why AI understanding is high on our board’s list of priorities. We know that our members need to know more about how they can use AI and how to adapt in a world where AI is now the norm. This goes beyond using AI to draft a press release, to how to develop systems at the agency level to improve collaboration, customer service and business development.

This will free up time for our real skillsets to shine. We can focus more on what truly defines our profession: strategic insight, ethical judgment, and trusted counsel. While generative tools may help with drafting a press release, they can’t replace the nuanced expertise that’s needed to guide media strategy, crisis planning, internal communications, or any of the many complex programs our members lead every day.

As we look ahead to 2026, we invite you, our members, to help shape how our profession evolves in an AI-enabled environment. Tell us what tools, training, or support you need to adapt and grow. By learning together and strengthening our collective skillset, we can continue to uplift  our profession and deliver the high-value guidance our clients rely on.

Until next time, we wish you a joyful holiday season and all the best for the new year.

Best,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

How PR Professionals Convey Powerful Messages Through Short Films

By Lucy Luc

In a time where attention spans are short and authenticity matters more than ever, PR campaigns are using short films to capture hearts, shape perceptions, and build lasting connections with audiences.

Picture this: you scroll through your social media feed, and a 30-second video stops you in your tracks. You laugh, feel inspired, or even shed a tear. That is the power of short films in public relations. In a world flooded with messages, these brief, emotionally engaging stories can shape perceptions, influence behavior, and leave lasting impressions. For PR students and professionals, understanding how to craft and leverage short-form storytelling is essential to building meaningful connections and delivering results.

By combining authentic storytelling with platform-adapted formats, brands can reach audiences where they are most engaged. From Airbnb and Coca-Cola to Iceland Tourism and GoPro, examples abound of campaigns that leveraged short-form storytelling to deliver meaningful PR impact.

Why short films work in PR

Short videos capture attention quickly and convey complex ideas in digestible ways. They evoke emotion, inspire sharing, and allow brands to communicate authenticity. Platforms like TikTok, Instagram Reels, and YouTube Shorts have revolutionized how PR professionals reach audiences. A concise story paired with a relatable human element creates memorable experiences that extend beyond the screen.

The ALS Ice Bucket Challenge

In 2014, the ALS Association launched the Ice Bucket Challenge, a short-form user-generated video campaign that went viral worldwide. The concept was simple: participants filmed themselves dumping ice water over their heads, nominated friends to do the same, and donated to ALS research.

Why it worked:

• Emotional resonance: The campaign was fun and engaging, yet tied to a serious cause.
• Simplicity and shareability: The short video format was easy to replicate and personalize.
• Social proof: Celebrities and everyday participants created a sense of global community.
• Clear call to action: Each video instructed viewers to donate and nominate others.

Impact: Over 17 million videos were shared, raising $115 million in just a few months and sparking long-term engagement in ALS research.

PR relevance: The campaign demonstrates how a short, authentic, and emotionally resonant story can generate global attention, foster community participation, and deliver measurable results. For PR students, it shows the value of creating content that is simple, shareable, and meaningful.

Lessons from the best

Airbnb has shown how short films can rebuild trust and foster human connection. Their campaigns “Made Possible by Hosts” and #WeAccept emphasized inclusion, diversity, and the real stories of hosts and guests. Coca-Cola’s “Westside’s Finest” and “Share a Coke” campaigns tapped into nostalgia and personal connection, reminding audiences of the brand’s role in everyday life. Iceland Tourism combined humour and authenticity in “Inspired by Iceland” and “Icelandverse,” creating viral content that boosted engagement and economic impact. GoPro turned users into storytellers through the “Million Dollar Challenge,” celebrating real adventures and building loyalty through shared experiences.

Across these campaigns, several key takeaways emerge for PR professionals and students alike. Authenticity wins, emotion drives engagement, user participation amplifies reach, and cultural relevance ensures shareability.

Making short films work for you

For PR students exploring the field or professionals planning their next campaign, the power of short films lies in crafting compelling narratives that resonate. Even a brief, 30-second video can leave a lasting impression if it connects on a human level.

Step-by-step guide to create a short film PR campaign

1. Pick your message: What story do you want to tell? Awareness, advocacy, or brand promotion?
2. Keep it short and simple: One clear idea, one emotion, under 60 seconds is ideal.
3. Use authenticity: Feature real people, genuine reactions, or behind-the-scenes moments.
4. Plan your visuals: Storyboard key shots, even if it’s just your phone camera.
5. Include a call to action: Whether it’s donating, sharing, or participating, guide your audience.
6. Choose your platform wisely: TikTok? Instagram Reels? YouTube Shorts? Each has a unique style and audience.
7. Encourage participation: Make it easy for your peers to engage, share, or replicate your content.
8. Measure impact: Track likes, shares, comments, or other metrics to see what resonates.

Start small, think creatively, and don’t be afraid to test ideas. The next viral short film campaign could start on your phone, in your office and on your campus..

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.

Why Follow-Up Thank-You Emails Are a PR Pro’s Signature

By Lucy Luc

Celebrating National Thank You Note Day

Public relations is built on trust, relationships, and meaningful communication. Every connection—whether with a client, journalist, mentor, or colleague—is an opportunity to leave a lasting impression. National Thank You Note Day is the perfect reminder that even a small gesture, like a thoughtful thank-you email, can lay the foundation for long-lasting professional relationships. And whether you’re a student learning the ropes or a seasoned PR professional, mastering the art of the thank-you email is a skill that sets you apart.

The power of a thoughtful thank-you

A well-crafted thank-you message does more than close a conversation. It acknowledges someone’s time, effort, or insight and shows that you value the relationship beyond the immediate task. As Andriy Zapisotskyi highlights in Email Etiquette: 11 Rules Every PR Specialist Should Follow, the way we communicate via email reflects our professionalism and shapes our reputation. Attention to details like checking spelling, punctuation, and clarity can signal reliability and build trust.

Even simple acts, like sending a thank-you after a networking event, a guest lecture, or a media meeting, can make you memorable. For students, this could mean thanking a professor, an industry mentor, or a PR professional you met during an informational interview. For professionals, it might mean acknowledging a client, journalist, or partner. These small gestures ripple outward, influencing how people perceive you, your work, and the relationships you cultivate.

Follow-up emails: The secret to building momentum

The follow-up is where a thank-you note becomes a signature. Unlike the initial contact, a follow-up keeps the conversation alive, reinforces your professionalism, revisits key points, and demonstrates proactivity in nurturing relationships. PR students quickly learn that opportunities rarely appear after a single email, while professionals know that persistence, thoughtfulness, and timing can transform a one-time interaction into a long-term partnership.

Specificity is key when following up. Reference a previous conversation, mention a recent story, or offer additional insights. This shows that your email is not generic, but a reflection of genuine care and attention. Being patient, concise, and professional in your follow-up signals respect for the recipient’s time and makes your communication memorable.

Email etiquette tips for students and professionals

To master follow-up emails, consider these key practices:

• Proofread and check clarity: Errors in spelling, grammar, or punctuation can undermine credibility.
• Keep it concise: Long emails can lose attention. Use attachments or links for detailed information.
• Maintain a professional tone: Avoid jokes or overly casual language until you know the recipient well.
• Include a clear signature: Keep it simple, informative, and include multiple ways to connect.
• Be culturally aware: Personalize your email to reflect the recipient’s communication style.
• Follow up strategically: Wait a day or two, reference prior conversations, offer value, and keep your tone professional.

These habits help PR students and professionals alike build trust, demonstrate reliability, and position themselves as thoughtful communicators.

Why follow-ups matter

Follow-up emails express appreciation, reinforce key points, and keep the conversation moving forward. They also demonstrate professionalism that distinguish successful PR practitioners. A well-timed follow-up keeps you top-of-mind, increases engagement, and can turn a single interaction into a meaningful opportunity.

Whether it’s after a networking event, a client meeting, or a media pitch, follow-up emails are a signature move in PR. They convey sincerity, maintain momentum, and set the stage for future collaboration.

Your Takeaway

This National Thank You Note Day, think of your follow-up emails as a reflection of your professional brand. For students, sending a thoughtful thank-you can leave a lasting impression on mentors, guest speakers, or industry contacts. For professionals, it’s a chance to nurture clients, journalists, and partners. Personalize your email, be genuine, and maintain professionalism. These small gestures can open doors and create opportunities for the year ahead.

For templates and guidance, check out this helpful resource for crafting your follow-ups: Follow-Up Email Templates

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.

A Pause for PR Practitioners in Winter Solstice Time

By Lucy Luc

PR practitioners are some of the busiest people in any organization. On any given day, one client might need an influencer briefing by noon, another is waiting for a media monitoring report before their afternoon call, and a third wants an updated strategy that will boost engagement before the end of the week. Then, layered on top of all that, holiday event planning begins with invitations, logistics, schedules, content rollouts, deadlines and approvals.

It’s no wonder that, as the year winds down, many of us feel stretched between responsibilities and the desire to simply slow down. As we arrive at today’s Winter Solstice, the quietest and most introspective moment of the year, the themes of reflection in public relations take on a deeper resonance.

The Solstice marks the longest night and the first subtle return of light, a moment that invites us to pause, breathe, and acknowledge everything the past year has carried. Just as the season encourages the world to slow down, it is also an invitation for PR practitioners to reflect on the work they have done, the challenges they have navigated, and the growth they have achieved.

In Self-Reflection in Public Relations Leaders: A Study of its Practice and Value in Russia and North America, Bruce K. Berger, Ph.D., and Elina Erzikova, Ph.D., explore how thirty experienced communication leaders weave self-reflection into their daily lives. Their insights provide a meaningful guide for students, emerging professionals, and seasoned leaders who want to enter the new year with sharper clarity and stronger leadership.

Why self-reflection matters in PR

The study highlights a truth many PR professionals instinctively understand: the ability to reflect on one’s thoughts, actions, and motivations is a leadership necessity. PR leaders in both North America and Russia described self-reflection as something they relied on to make better decisions, to navigate conflicts more thoughtfully, and to maintain healthier relationships with coworkers, clients, and stakeholders.

They shared how reflection helped them stay grounded in emotionally charged situations, how it strengthened their ability to read the room during difficult conversations, and how it guided them through crisis communication moments that demanded both calm and clarity. The habit of reflection, even when used informally, gave them space to analyze their choices and adjust where necessary.

Yet practicing self-reflection is not always easy. Leaders in the study spoke candidly about the obstacles they faced — the pressure to constantly move on to the next task, the tendency to become overly self-critical, and the absence of built-in reflective practices within their workplaces. Despite these challenges, they continued to return to reflection because of the tangible benefits it brought to their work and their well-being.

What leaders shared: common ground and differences

While the study compared leaders across two cultural contexts, what stood out was how similar their experiences were. Leaders in both countries believed self-reflection grounded their judgment, improved their interpersonal communication, and helped them understand how their leadership style affected the people around them.

There were, however, subtle differences in how they approached the process. North American leaders tended to think about their decisions in terms of the broader team or organizational impact — a kind of “we-reflection” that considers how their actions influence others. Russian leaders, on the other hand, often focused more inwardly on their own actions and reasoning, a “me-reflection” that allowed them to examine their personal role in each situation.

Another difference emerged through mentorship. Many North American leaders credited mentors for shaping their reflective habits, while Russian leaders more often turned to theory, reading materials, and personal contemplation. Yet despite these variations, both groups agreed that without reflection, leadership loses its depth.

A meaningful approach: The six-step reflection process

To help practitioners build the habit of self-reflection, the researchers introduced a six-step strategic process that can naturally blend into daily life. The flow is simple and adaptable to any PR practitioner’s routine:

• Make intentional time. This can be during a walk, a quiet commute, or a pause at the end of the workday. Creating space allows the mind to shift from reacting to observing.
• Set the right mindset. Approach reflection with calmness, curiosity, and a willingness to explore without immediate judgment.
• Observe honestly. Look back at your day and notice what worked well, what didn’t feel right, and what emotional reactions arose. Balanced honesty is key, avoiding both self-criticism and defensiveness.
• Gather insights. As patterns or realizations emerge, take note of them. These small understandings often carry the seeds of meaningful change.
• Translate insights into action. Some leaders share their intentions with mentors or peers, while others write them down or internally commit to them. What matters is acting with intention and authenticity.
• Reflect on the outcome. Once actions are taken, revisit the impact. Over time, this cycle becomes less of a formal process and more of a natural way of moving through your personal and professional world.

Mentorship as a spark for reflection

The study also highlights the extraordinary role mentorship plays in fostering reflective habits. Many leaders described mentors who never simply gave them answers, but instead asked thoughtful questions — questions that encouraged them to examine their assumptions, consider alternative approaches, or reflect on the values guiding their decisions.

These mentors didn’t solve problems for them. Instead, they created space for deeper thinking. Questions like “What other approaches might work here?” or “How might others interpret your message?” became catalysts for clearer thinking, emotional growth, and stronger leadership. Whether formal or informal, mentorship became an anchor for self-reflection.

Stepping Into the New Year with Intention

As you settle into this reflective moment, you might explore questions that blend the spirit of the Winter Solstice with the realities of PR practice:

• What have you been holding onto that no longer aligns with the professional you are becoming?
• What lessons emerged during the more difficult moments of the year, especially those that required resilience, patience or adaptability?
• What light do you want to bring into your work as the new year approaches: creativity, clarity, confidence, compassion, or something else entirely?
• How can you honour your need for rest and renewal so you return to your role with a clearer mind and a steadier sense of direction?
• What meaningful intentions do you want to set for the year ahead that will guide your growth as a communicator and a leader?

These questions are more than seasonal reflections; they are tools that help PR practitioners deepen self-awareness, strengthen leadership, and reconnect with the purpose that makes this work meaningful. And on this Winter Solstice, there is no better moment to begin.

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.

Women’s Entrepreneurship Day
By Anmol Harjani

Every year on November 19, the world pauses to recognize Women’s Entrepreneurship Day, a moment to acknowledge the vision, creativity, and determination of women who are shaping economies and strengthening communities through business. In the communications industry, where women make up a significant share of the talent and leadership, this day offers a meaningful opportunity to celebrate the entrepreneurs who continue to expand what’s possible in our field.

To mark the day, I connected with four CPRS Toronto board members who are also entrepreneurs and invited them to share their journeys with honesty and depth. Their stories capture the real challenges, the rewarding moments, the lessons learned, and the leadership philosophies that guide them every day. What follows is a collective portrait of courage, clarity, resilience and community.

1. Andrea Chrysanthou, APR
Founder and Principal, Amplify Communications
Co-President, CPRS Toronto

Andrea’s journey into entrepreneurship began with a moment that many of us fear: an unexpected layoff. Instead of stepping back, she chose to step forward and registered her business the very next day. She had always been encouraged to build something of her own and this moment simply accelerated what she knew she was capable of.

For Andrea, the hardest part of starting her own firm was not the communications work but everything around it. Incorporation, systems, taxes, IT, and accounting became a crash course in running a business. She approached each unfamiliar task the same way she approaches client challenges by asking questions, listening carefully, and finding the right experts. She believes you do not have to know everything, you just need to know where to find the people who do.

Amplify’s growth has been completely organic, fuelled by long-standing relationships and trust. She intentionally keeps her business small so she can remain present and hands-on with every client. Her advice to women considering entrepreneurship is to prepare before you leap, build your network early, and surround yourself with strong communicators who can act as your sounding board. Andrea’s definition of confidence lies in knowing your strengths and owning them. As technology reshapes the industry, she believes women entrepreneurs will be more essential than ever for their judgment, strategy and intuition.

2. Chantel Cassar
Co-Founder, Category Communications
Corporate Community Chair, CPRS Toronto

Chantel always knew entrepreneurship was in her future. With a family background rooted in business ownership, she grew up understanding both the risk and the reward. Category Communications emerged from a shared vision with her co-founder to build an agency grounded in industries they genuinely love, including technology, real estate and financial services.

One of the biggest challenges she faced was the mental load that comes with being a founder. Decision fatigue can be overwhelming and the pressure that every choice ultimately rests on you is something she had to learn to manage. For Chantel, community has been the most powerful antidote. She surrounds herself with other founders and mentors who understand the reality of entrepreneurship and she values the partnership with her co-founder as a source of balance and perspective.

Hiring has played a central role in shaping the success of her firm. Chantel believes that people are the product and that investing in talent and culture is essential. From curiosity funds to learning sessions and mentorship opportunities, she creates an environment where growth is both supported and expected. Her leadership philosophy centres on humanity. She believes real creativity is rooted in connection, psychological safety and the space to think deeply. Her advice to women aspiring to lead or start their own business is to trust your decisions, avoid overthinking and move forward with intention and conviction.

3. Nela Drury
Partner, Coldwater Communications
Sponsorship Chair, CPRS Toronto

Nela stepped into partnership because she believed in building an agency model that prioritizes both excellence and humanity. She was inspired to support founder Theodora Jean in scaling a purpose-driven agency that values ethics as much as growth.

One of her biggest challenges has been navigating hypergrowth. Rapid expansion requires strong operational discipline, humility and a willingness to treat systems and processes as creative tools. She has approached this phase by developing frameworks, resourcing thoughtfully and investing heavily in people who can contribute to sustainable growth.

Nela’s approach to leadership is built on radical transparency and a commitment to mastery over simple output. She believes teams thrive when they are trusted, supported and given clear pathways to excel. Creativity within her firm is nurtured through open dialogue and psychological safety. She encourages dissent, drafts, options and visible reasoning because she believes the best ideas emerge when people feel safe to express their raw thinking.

One of her most powerful insights is that resilience is not a personality trait but an environmental outcome. It is shaped by the systems we build and the conditions we accept. Her advice to women is to know the value of their craft, price it accordingly and never wait for permission to lead or advocate for themselves.

4. Sarah Louise Gardiner
Founder, Coleraine Communications
ACE Awards Chair, CPRS Toronto

For Sarah, starting her own firm felt like a natural next chapter. With two decades of experience and a strong network built on relationships and trust, she knew she had the foundation to build a successful consultancy. She also found renewed excitement in reconnecting with talented partners she had worked with throughout her career.

The most difficult part of her entrepreneurial journey was learning the operational side of running a business. From insurance to taxes to systems she had never touched before, the first year was full of lessons. She took each challenge one step at a time and learned through persistence, research and trial and error.

Sarah’s business grew through small but consistent actions. Networking, staying connected and being top of mind created a steady pipeline of opportunities. She sees creativity differently depending on the client. For agency teams, collaboration sparks new ideas, while for brand-side clients, she relies more on structured time dedicated to strategy and exploration.

Her advice to women entering entrepreneurship is to embrace the unpredictability of business. Demand shifts and opportunities arise at unexpected moments, so it is important to stay open and willing to take the leap even if the timing is not perfect. She mentors emerging women in the industry by encouraging them to nurture their personal brand and maintain relationships because even a simple coffee meeting can open doors.

Sarah believes AI will expand productivity and create new opportunities for specialized consultants, making women-led firms even more relevant in the future.

A Collective Portrait of Women Leading the Future of PR

Across these four stories, a clear theme emerges that women entrepreneurs in PR are redefining leadership through authenticity, clarity, courage, community and craft. Their experiences highlight the qualities that matter most in today’s industry, including resilience, confidence, strategic thinking, self-awareness, curiosity, and people-centred leadership.

These women are building businesses with intention and integrity. They are shaping culture, mentoring emerging talent and driving the future of communications with empathy and strategy. Women’s Entrepreneurship Day reminds us that the future of communications is being shaped every day by women who choose to lead with heart, vision and strength.

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.

What went wrong with TTC and Metrolinx during Game 7 of the World Series and How To Fix It?

By Sanjeev Wignarajah

There are two words in the sports realm uttered by fans in times like this: Game 7. It was the Los Angeles Dodgers versus the Toronto Blue Jays in a winner take all at home in the Rogers Centre. While the Blue Jays were in the lead. The Dodgers began chipping the lead and tying the game forcing it into extra innings, which led to heartbreak and anguish as the Dodgers won back-to-back World Series.

As thousands of fans head home in agony. They faced another obstacle… subway service ended at 1:30 a.m. Subways, GO Trains, and UP Express trains were at capacity. The same thousands were frustrated and took to social media to express their frustration.

The Tweet That Started It All

https://x.com/TTChelps/status/1984746546064142430

The TTC put out a Tweet after 6 p.m. before the decisive game started informing customers that subway service would end at 1:30 a.m. Both the TTC and Metrolinx also informed customers that they will add extra trains to accommodate more passengers. Thousands descended into Union Station and nearby streetcar routes as the game ended in extra innings of heartbreak past midnight. The heartbreak and frustration continued to spill inside the station.

Communication Errors

Given the unpredictability of Game 7 that night, the tweet was set in stone, which left riders in dismay. There are a million ways to theorize why both transit agencies could have done to ease the pain. The obvious one is extending service to 4 a.m. similar to New Year’s. Others would be the technical side of running subway service such as frequency, track conditions, etc. Another factor would be the timing of the matches given game 6 ended on schedule.

The lessons transit agencies can learn from is to monitor the situation and have a plan ahead of schedule. Whether it’s providing real time social media updates on X and Instagram, even on the transit’s website. As well as the possibility of extending service if there is a game 7 and the outcome of said game 7, even if it means all hands on deck from customer service representatives to signage posted on subway stations and nearby points of interest to the transit vicinity.

Best Practice In The Future

As Toronto gears up to host the World Cup next Summer. One city councillor, Josh Matlow (Ward 12 – Toronto – St. Paul’s) will address the matter at a TTC board meeting to ensure fans don’t get stranded trying to go home post-game. While communication is key to earn trust to the public, the actions of game 7 of the World Series won’t be repeated at the world’s biggest sporting event. It will be a coordinated effort between the event venue and transit agencies to ensure fans getting home safely.

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.