MEMBERS BLOG

CPRS Toronto: In conversation with Samantha Berdini

For our December In Conversation With blog series, we connected with Samantha Berdini, Senior Account Manager at Category Communications, a Toronto-based PR agency specializing in technology and real estate. Samantha began her career in journalism at Global News before transitioning to public relations, where she now leads strategic communication programs that drive clarity, credibility and impact. Drawing from her newsroom experience, Samantha brings a unique perspective on how the evolving media landscape and rise of AI are reshaping the PR profession.

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

I’ve only been in PR for about a year and a half now, after starting my career in a newsroom. That experience has shaped how I see the industry because so much of what’s happening in PR is connected to what’s happening in journalism.

One of the biggest shifts I’ve noticed is the idea that PR professionals aren’t just responsible for earned media anymore. When I came into the field, I thought PR was mostly about pitching stories. But in reality, we’re wearing a lot more hats. Teams across industries are shrinking, and many companies, especially startups are asking PR professionals to take on new, hybrid roles like fractional marketing or influencer relations.

We’re also writing a lot more content, from thought leadership to blogs. Clients are realizing that PR people, many of whom are former journalists, bring strong writing and storytelling skills that can support multiple areas of the business.

And of course, AI is changing everything. A big part of my work now involves helping clients understand how they show up in large language models (LLMs). There’s a growing focus on AEO (Answer Engine Optimization) as the next evolution of SEO. It’s about understanding how brands appear in AI-generated results and making sure they’re represented accurately and consistently. PR professionals are going to play a big role in that shift.

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

Beyond AI, the biggest shift I’ve seen is how much the media landscape itself has changed. Newsrooms are shrinking, and reporters are stretched thinner than ever. That’s changed how we approach pitching.

The old “spray and pray” method just doesn’t work anymore. Journalists can see right through it. Now, it’s all about being helpful, targeted, and respectful of their time. When I was on a recent CPRS panel, I talked about how important it is to meet journalists eye to eye, understand what they need, know their beat, and build real relationships.

Another interesting shift is that even though there are fewer journalists, there’s actually more airtime to fill, especially with 24/7 news networks like CP24 and Global News expanding their coverage. That means there are more opportunities for PR professionals to get their stories picked up, but only if they understand how those newsrooms work. Knowing who makes decisions, how stories are shared between markets, and where your pitch fits in has never been more important.

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

AI will be the defining change for our field, no question. As LLMs increasingly do the “research” for people, PR professionals will need to make sure their clients’ messages are accurate, consistent, and discoverable across platforms.

For example, press releases don’t really rank in LLMs right now, what does rank are trusted earned media sources like The Globe and Mail, Toronto Star and CBC. That’s great news for PR because it underscores how valuable earned coverage still is. It also reinforces the importance of message consistency. When AI scrapes the web for information, you want every blurb it finds about your client to align with their key messages.

At Category Communications, we’ve started building this thinking into our strategies. Even if it’s not formally labelled “AEO,” we’re advising clients on how to show up effectively in both traditional SEO and emerging AI-driven search. Staying informed about how these tools evolve and giving clients sound, up-to-date advice will be critical.

Any advice for emerging PR professionals or journalists transitioning into PR?

Build your network early and nurture it often. That’s your currency in PR. I wish I had spent more time in my journalism days meeting people outside my newsroom, because those connections are invaluable now.

If you’re a student, don’t just stick to your own program, journalism students should meet PR students and vice versa. Those relationships will matter down the line. And don’t be afraid of outreach. At Category, we always say, “Embrace the cringe.” Sending a cold LinkedIn message or email might feel awkward, but it’s worth it.

The key is to lead with kindness and empathy. The PR and journalism worlds are small, and everyone knows everyone. Every interaction counts. Approach people with genuine interest, offer value, and always make their job easier, that’s the foundation of strong, lasting relationships in this field.

About CPRS Toronto’s In Conversation With blog series

Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.

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

The Shuttering of Centennial College Public Relations program: How it impacts Public Relations education and how the industry can save it?

By Sanjeev Wignarajah

How do you say goodbye to a campus that’s a second home to you? You think about the good times, connections made, and the skills taught which culminates into a better storyteller. When news broke that Public Relations was one of the programs suspended in the wake of cuts to post-secondary education, along with the closure of Centennial College Story Arts Centre by summer 2026. I was in a state of shock and sadness. It has been my home away from home after graduating from high school in Fall 2012. It was a different environment. Its small, intimate campus makes it easier to find classrooms and the sleek architecture allows natural light to flow through the building.

I didn’t know what to expect when I was enrolled in the public relations program in Winter 2023. I hit the ground running learning about:

• Event planning
• A.C.E. formula
• Primary Research
• Secondary Research
• PESO model (Paid, Earned, Shared, and Owned)
• Influencer relations
• Client collaboration for media campaign
• Internal Communications, External Communications, Crisis Communications
• Data analysis
• Media monitoring and media reporting
• Presentation skills
• Business For Corporate Communications
• Writing & Copy Editing

If these walls could talk. It would tell you the lessons learned, assignments (mostly group assignments), event planning, and presentations. That and working with real clients for creating a media campaign. The two semesters I was in the program, the more I was immersed given my background in journalism. One of the highlights of Centennial College’s Public Relations program is working on a media campaign for a client. It was a team effort. Months of research, drafting a communications plan and collaborating with our client and updating our progress to our professors. CityNews Toronto covered our campaign. It was a surreal experience.

The suspension of the public relations program sends a rippling shockwave to the profession as students who wish to study the PR program will look elsewhere, either in the city or across Canada as the nation faces a post-secondary education crisis because of the Federal Government’s cap on international students and the Provincial Government’s years of underfunding post-secondary education.

What the public relations industry can do is to advocate the provincial and federal government to invest more into post-secondary education because education is vital to strengthen the country’s economy and each and every student willsucceed in their respective careers. Being a PR professional is more than informing leaders and the public. It’s being an agent of change. A change to do better for the betterment of society.

The memories will live on at Story Arts Centre. Once a storyteller, always a storyteller.

 

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

CPRS Toronto: State of PR 2025 Roadshow Event Recap

By Sanjeev Wignarajah

Ethics, trust, AI, and the Toronto Blue Jays were the topics of the CPRS Toronto: State of PR 2025 Roadshow. As guests were mingling on a moody Thursday morning, talking about work and the Toronto Blue Jays World Series run, the presentation began with acknowledging the Toronto Blue Jays World Series matchup and digging deep into brand identity, trust and artificial intelligence.

Peter Mathewson, a consultant at pressrelations, says that there are two takeaways from the State of PR.

“One is that the CPRS is really concerned with AI and figuring out how to integrate AI usage in a way that’s strategically useful,” Mathewson said.

Colleen Killingsworth, founder of CKCommunications Strategy Inc., says AI can be used to aid in content development, deep research and data analytics.

“Some practitioners are really using it to analyze their data analysis from a measurement perspective. It’s also being used to look at workflows,” Killingsworth said. “We can bring efficiency to the work that we’re doing but the real opportunity that is coming out of the report is how do we become even more strategic with the use of AI and bring the guardrails that need to be in place to help organizations use it ethically and manage their reputation.”

While AI has been useful in the industry, it does share its criticism in the film industry. Killingsworth says humans bring the human element to AI.

“We bring it in a matter of deliver the prompts, review and validate the information that it provides, understanding potential bias that AI can develop its content from,” she said.

The second takeaway Mathewson pointed out was brand identity.

“As a writer, I’m just curious to unpack how those words are resonating differently for the respondents of the survey who are quoting in the research,” he said.

While misinformation runs amok in the United States and in Canada. Killingsworth says the public expects communication professionals to combat misinformation.

“79% of Canadians believe part of a professional communications role is to help combat misinformation and we can do that through fact-checking, getting the right information out there and just being proactive in validating information,” she said.

Kim Blanchette, Executive Vice-President of Castlemain, says each of us can make a difference to combat misinformation.

“Helping our audience understand what’s real, by helping leaders speak to audiences in a meaningful way. Not relying only on AI tools to form our communication,” Blanchette said. “Really get back to listening to our audiences, really good engagement, and ultimately trust is something awarded to you as you constantly do or say you’re going to do. You do all the right things and your audience will trust you.”

Lisa Covens, Senior Vice-President at Leger, says the AI formula should be 20-60-20 rule.

“Do 20 percent of the work upfront making sure you’re asking the right questions and giving it the right prompts. Let ChatGPT or AI do 60 percent of the middle work. You need to finesse it, read it, and fact-check it yourself and make sure it has your own voice before you start sending it to clients or media.” Covens said.

When asked about the Toronto Blue Jays chances to win the World Series. Mathewson said that they’ll win.

“I’m extremely confident. I’m certain that we are going to win at least one of the next two but I have a feeling something good will happen in the next game,” he said. “I don’t want to say the words out loud. I am a little superstitious.”

 

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

CPRS Toronto: In conversation with Lindsay Peterson, APR

For our November In Conversation With blog series, we connected with Lindsay Peterson, APR, Managing Director at Golin Canada, who has led the agency’s growth from a two-person start-up to a 35+ person integrated communications powerhouse. With more than two decades of experience shaping reputations for Fortune 500 companies, Lindsay serves clients such as Specsavers, Staples Canada, Ferrero, and the LEGO Group, while championing AI innovation and breakthrough creative work across corporate, healthcare and consumer sectors.

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

The pace of change in our industry has been extraordinary, and honestly, I’m here for it.

When I joined Golin to launch our Canadian operations in 2016, we were a single-client office with two employees. Today, I lead a team of 35+ integrated specialists delivering everything from large-scale, earned-first creative campaigns to national brand reputation initiatives to immersive experiential activations. I lead our corporate practice as well, and it’s seen exceptional growth, particularly accelerating during Covid as organizations recognized the critical importance of strategic communications. We’re seeing the tide turn again with the emergence of Gen AI and search optimization. It’s an exciting time.

I’m part of Golin’s global AI Champions team, so I’m actively shaping how artificial intelligence transforms our work and businesses of all sizes. From our newly launched FIRST ANSWER platform that helps brands optimize their visibility in ChatGPT and Gemini, to leveraging AI for research, strategic support and campaign optimization, we’re leading the industry transformation.

The breadth of expertise required in our profession has expanded dramatically. Today, I oversee teams across research and insights, social media and strategy. We have our own in-house content studio, digital innovation, influencer marketing, corporate reputation and sports marketing. We’re not just advisors anymore. We’re strategic business partners who understand data analytics, emerging platforms, AI applications, cultural movements, and how to create content that drives measurable business impact while building emotional connections with audiences.

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

A few fundamental shifts are reshaping everything we do at Golin.

The collapse of traditional media gatekeepers means earning attention requires a completely integrated approach. Our consumer practice, including sports marketing, exemplifies this evolution. We use real-time social listening and cultural insights to activate campaigns across multiple touchpoints simultaneously. Whether it’s leveraging Reddit conversations, partnering with micro-influencers, or creating TikTok-first content, we meet audiences where they are with authentic, culturally relevant messaging.

AI isn’t just changing how we work. It’s completely redefining brand visibility. With 67% of Gen Z using AI for research instead of Google, first impressions increasingly happen in ChatGPT responses, not on websites. This reality drove us to develop FIRST ANSWER, ensuring our clients appear prominently and accurately in AI-generated content. We’re experiencing the third major technological tipping point after the dotcom boom and iPhone launch, and Golin is at the forefront of this transformation.

The demand for integrated, measurable solutions has also intensified exponentially. Our work with CPG clients demonstrates this integration well. Campaigns rooted in strong insights designed to activate creative simply and seamlessly across earned, paid, owned, and shared channels. We’ve invested heavily in proprietary tools like Influencer IQ for real-time measurement and Emotiv Intelligence for predictive content testing. The days of PR operating in isolation are over. Today’s practitioners must be equally comfortable discussing impression share, conversion rates, emotional resonance scores, and brand sentiment. We need to be driving impact, not just impressions.

What truly differentiates Golin Canada is our commitment to building a culture where innovation meets humanity. We’ve created an environment where our team feels supported to experiment, fail fast, learn faster, and in turn, they consistently deliver smart work for our clients that cuts through.

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

The future belongs to practitioners who embrace change. Period. This includes intelligence augmentation, using AI to enhance rather than replace human creativity. As Golin becomes the first fully AI-integrated global PR agency by 2026, we’re discovering that the most powerful outcomes emerge when human insight guides technological capability.

Hyper-personalization at scale will become table stakes. With AI analyzing millions of conversations in real-time, we’ll move beyond demographic targeting to understanding individual contexts, emotions, and micro-moments. Our tools can even measure emotional intelligence in conversations. Imagine applying this granularity to every stakeholder interaction across every platform.

The earned media renaissance is coming, and Canada is uniquely positioned to lead it. As paid media faces growing scepticism and AI systems prioritize earned sources for credibility, PR’s influence will expand exponentially. Our bilingual, multicultural landscape demands nuanced approaches that larger markets often miss. This complexity is our competitive advantage, fostering creativity and cultural fluency that resonates worldwide.

Purpose and profit will become inseparable. The next generation demands authentic action, not just messaging. Practitioners who can navigate this complexity, connecting brand purpose to business outcomes while maintaining credibility, will thrive.

The most successful PR professionals will be those who can orchestrate complex ecosystems of human creativity, AI capabilities, cultural understanding, and business acumen. It’s not about choosing between technology and humanity. It’s about amplifying what makes us uniquely human through intelligent use of technology.

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

Become obsessed with continuous learning, but never lose sight of the fundamentals of PR.

Yes, you need to understand how AI works, why Reddit threads influence ChatGPT responses, and how to optimize content for machine learning. But technology amplifies skill. It doesn’t replace it. The practitioners who will thrive are those who combine cutting-edge capabilities with timeless expertise in storytelling, relationship building, and strategic thinking.

Dedicate time every week to experimenting with new tools and platforms. Join AI workshops, test emerging channels, analyze what’s working in other markets. But equally important, invest in deepening your core competencies. Can you distill complex ideas into compelling narratives? Do you understand the business dynamics driving your clients’ industries? Can you build authentic relationships in an increasingly digital world?

At Golin Canada, we’ve proven that success comes from creating an environment where people feel empowered to think beyond what’s in front of them, supported to grow professionally, and celebrated for their unique contributions. Encourage “working in beta.” Share knowledge generously. When you build a culture of curiosity, collaboration, and courage, exceptional work follows.

As Golin Canada nears its 10th anniversary in 2026, what excites you most about the future of communications?

As Golin Canada approaches our 10th anniversary in 2026, I’ve never been more energized about what’s possible for brands today. We’re living through the most exciting transformation in modern marketing. AI is opening entirely new ways for people to discover and connect with brands, audiences are looking for authenticity and genuine impact, and the brands winning today are those bold enough to lead culture rather than follow it.

Technology and humanity shouldn’t compete. Combined, they create experiences we couldn’t have imagined a decade ago. The brands thriving in this moment understand that business growth and social impact fuel each other, and that transparency and speed matter more than perfection.

I feel like we’ve spent ten years building our business for exactly this moment. Where some may see chaos, we see the most exciting opportunity in modern communications, and we’re looking for the brands and people ready to seize it with us.

About CPRS Toronto’s In Conversation With blog series

Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.

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

Listening, Giving and Buying Better: How Communicators Can Make November 28 Count

By Anmol Harjani

November 28 brings a unique communications trifecta: National Day of Listening, You’re Welcome Giving Day, and Black Friday. Together, they form a perfect moment to pause, give back, and engage the public with purpose. It’s an invitation for communicators to rethink how we listen, give, and influence – not just today, but year-round.

Tip 1: Listen like a strategist, not just a storyteller

Great communicators know that listening isn’t passive – it’s data, empathy, and strategy rolled into one. This National Day of Listening, practice strategic listening by:

• Hosting mini “listening labs” – invite employees, customers, or community members to share what they really think about your brand or campaigns.
• Using social listening tools not just for trends, but for tone – what emotions drive conversations around your industry?
• Asking more “why” questions – understanding motivations helps prevent tone-deaf messaging later.

When we listen deeply, our messages land more authentically. Listening transforms campaigns from “for” audiences to “with” audiences.

Tip 2: Give with intention, not obligation

You’re Welcome Giving Day reminds us that generosity goes far beyond donations. In PR, giving can mean sharing expertise, offering a platform, or amplifying voices that might otherwise go unheard.

Try these ways to integrate intentional giving into your work:

• Offer mentorship to a student or early-career practitioner – generosity grows the profession.
• Co-create with communities rather than speaking for them. Let local leaders define success.
• Recognize small acts publicly – a simple internal “thank you” post can boost culture and connection.

When giving is guided by gratitude, it turns audiences into advocates.

Tip 3: Turn Black Friday into a values moment

While the world chases discounts, communicators can chase depth. Black Friday doesn’t have to be about flash sales – it can be a platform for brand storytelling rooted in purpose.

Consider helping brands or clients:

• Highlight sustainability – share the impact of mindful purchasing or circular initiatives.
• Celebrate local creators – pitch a “Shop Local Friday” story that champions small businesses.
• Show your receipts – be transparent about ethical sourcing or social impact commitments.

Black Friday can either fuel noise or amplify meaning. The difference lies in how we frame it.

Tip 4: Lead with empathy and purpose

November 28 is more than a date – it’s a reminder of our profession’s influence. The best communicators don’t just manage messages; they shape movements.

Ask yourself:

• Are we listening before we speak?
• Are we giving before we gain?
• Are we using moments of mass attention to build trust, not just clicks?

When empathy meets influence, our work becomes transformative.

Final Thoughts

This November 28, challenge yourself to approach communication with fresh eyes: listen with intention, give with generosity, and buy (or promote) with purpose.

Each action, no matter how small, helps shape a communications culture that’s grounded in humanity and driven by meaning.

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.

More Than a Moustache: Leveraging Movember for Impactful Communications

By Anmol Harjani

Each November, men around the world grow moustaches to raise awareness for men’s health issues such as mental health, prostate cancer, and testicular cancer. While Movember is widely recognized for its iconic moustaches, it represents much more than a fun tradition. It is a movement encouraging open conversations about men’s health and well-being.

For communications professionals, Movember presents an opportunity to engage audiences with purpose-driven campaigns that resonate on a personal and social level. It also demonstrates how brands can contribute to meaningful causes while connecting authentically with their communities.

Why Movember Matters

Men are often less likely to discuss their health openly or seek professional help when needed. Movember provides a platform to challenge these barriers, normalize conversations around health, and inspire action. For organizations, participating in this movement signals a commitment to social responsibility and awareness beyond business objectives.

How Brands Are Leveraging Movember

Many brands creatively use Movember to combine awareness with engagement. Some common approaches include sharing compelling stories of individuals impacted by health issues, launching social media challenges to encourage participation, and organizing fundraising initiatives for research and support programs. Beyond external audiences, companies often involve their employees, creating internal campaigns that foster team collaboration and shared purpose.

Real-World Examples

1. Pringles: In 2023, Pringles partnered with Movember to raise awareness for men’s mental health. Their campaign sparked over 127,000 conversations about men’s health, demonstrating how brands can leverage their platforms to promote important causes. In 2024, they expanded their efforts by providing free point-of-sale kits to retailers, further amplifying their message and encouraging consumer participation.

2. Gillette: Gillette has a long history of supporting Movember. In 2012, they launched a retro-style print campaign and opened a pop-up barbershop in London’s Carnaby Street, offering professional shaves and grooming to men participating in Movember. This initiative not only promoted men’s health awareness but also aligned with Gillette’s brand identity as a grooming expert.

3. Billie: Razor company Billie took a progressive approach in 2019 by featuring women with real moustaches in their Movember campaign. They encouraged other women to participate by growing their own moustaches and matched every dollar raised up to $50,000. This campaign highlighted the inclusivity of Movember and challenged traditional gender norms.

4. Movember Foundation and BBDO Toronto: The Movember Foundation collaborated with BBDO Toronto to create humorous posters inspired by classic literature, promoting the Movember cause. This creative approach not only captured attention but also conveyed the message of men’s health awareness in a memorable way.

5. Lamborghini: In 2021, Lamborghini partnered with Movember to raise awareness for men’s health through global Bull Runs. They released a short film discussing courage, fear, prevention, self-care, and what it means to be a man. This campaign utilized Lamborghini’s luxury brand image to elevate the conversation around men’s health.

Lessons for Communications Professionals

Communications teams can draw several lessons from successful Movember campaigns:

• Align messaging with values to maintain authenticity and credibility.

• Use multi-channel storytelling, including social media, blogs, newsletters and visuals to maximize reach.

• Collaborate with influencers, community leaders, or spokespeople to amplify messages.

• Measure impact by tracking engagement, awareness, and audience participation to refine future campaigns.

By integrating these strategies, PR and communications professionals can turn a seasonal awareness initiative into a meaningful engagement opportunity while demonstrating their organization’s commitment to social causes.

Movember reminds us that meaningful conversations and campaigns go beyond promotion. They reflect empathy, authenticity, and a willingness to make a positive difference in the lives of communities we 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.

National Stress Awareness Day: Prioritizing Wellbeing in Communications

By Anmol Harjani

Stress is an inevitable part of our professional lives, especially for communications professionals who often navigate tight deadlines, high expectations, and the constant demand for creativity. However, it’s crucial to recognize that stress doesn’t have to be overwhelming. With the right strategies and support systems, we can manage stress effectively and maintain our wellbeing.

Understanding Stress in the Workplace

Stress manifests differently for everyone. For some, it might be the pressure of an impending deadline; for others, it could be the challenge of balancing multiple projects simultaneously. Recognizing the signs of stress is the first step toward managing it. These signs can include irritability, fatigue, difficulty concentrating, and physical symptoms like headaches or muscle tension.

Strategies for Managing Stress

1. Prioritize Sleep and Nutrition: Adequate sleep and a balanced diet are foundational to mental health. Lack of sleep and poor nutrition can exacerbate stress levels and impair cognitive function. Aim for 7-9 hours of sleep per night and incorporate a variety of fruits, vegetables, and whole grains into your diet.

2. Regular Physical Activity: Exercise is a proven stress reliever. Activities like walking, yoga, or stretching can help reduce tension and improve mood. Even short bursts of physical activity can make a significant difference.

3. Mindfulness and Deep Breathing: Techniques such as deep breathing exercises, meditation, and mindfulness can help calm the mind and reduce stress. Practices like box breathing or alternate nostril breathing can be particularly effective in moments of acute stress.

4. Set Realistic Goals and Boundaries: It’s essential to set achievable goals and communicate boundaries effectively. Overcommitting can lead to burnout. Learn to say no when necessary and delegate tasks when possible.

5. Seek Social Support: Connecting with colleagues, friends, or family members can provide emotional support and perspective. Sharing your experiences and feelings can alleviate stress and foster a sense of community.

Corporate Initiatives Supporting Employee Wellbeing

Many organizations are recognizing the importance of mental health and are implementing programs to support their employees:

• IBM: IBM has been recognized for its efforts in promoting employee mental health and well-being through various programs and initiatives. The company has long adopted a systemic approach to provide mental health support to employees and improve overall health. The system relies on a “planning, implementation, evaluation, and review” cycle that audits employee wellness programs and requirements for health in the workplace.

• SAP: SAP has declared May 31 as SAP Mental Health Day 2022, an additional fully paid day off for all employees. This comes as an addition to the company’s “Are You Okay” campaign, which aims to prioritize mental health and raise awareness of the importance of early detection.

• American Express: American Express offers mental health counseling, stress management resources, and mindfulness training. The company also provides flexible work options and promotes work-life integration through wellness initiatives.

• Procter & Gamble: Procter & Gamble offers access to mental health resources, stress management programs, and on-site fitness centres. The company promotes a supportive work environment and encourages work-life balance through various initiatives.

Final thoughts

Managing stress is not about eliminating it entirely but about developing resilience and coping mechanisms to handle it effectively. By prioritizing sleep, nutrition, physical activity, mindfulness, and social support, we can navigate the challenges of our professional lives with greater ease. Additionally, supporting and advocating for workplace initiatives that promote mental health can create a more sustainable and supportive environment for all professionals.

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

November is here and it’s hard to accept that 2025 is coming to a rapid close. Depending on the industries and organizations you support, things may be slowing down for the year; or perhaps you’re just ramping up for the holiday season. No matter what you have on your plate, we hope you’re finding time to fill your cup and enjoy the changing of the seasons.

October was an exciting month for CPRS. We kicked off the academic year with another sold out iteration of Passport to PR. This is such a highly anticipated and exciting event for students, giving them a real glimpse into what a career in PR can look like.  We know these events are inspiring, motivating and energizing and we’re so happy to connect some of the leading agencies and organizations in Toronto with eager and engaged future professionals. I want to give a special shout out to Calissa Busby, who has served as the president of our student steering committee for the past two years and has managed such a successful run of Passport to PR events. While this marked her final event in that role as it’s time to pass the torch, we’re so proud of the connections she facilitated and are very proud to welcome her on to the Board in her new director position. Thank you for your hard work and dedication, Calissa!

The month ended celebrating CPRS Week with the State of Public Relations Report Roadshow in Toronto, a highlight that brought together practitioners to explore the trends shaping our field. From AI’s influence on communications strategy to the evolving role of trust and transparency, these discussions reinforced why continuous learning and community are at the heart of CPRS. Thank you to ChangeMakers for hosting such an informative event.

As we look forward into the coming months, we have lots of excitement in store. Our team has been hard at work to bring value to you, our members. Make sure you keep a close eye on your emails and on social media so you don’t miss out on the opportunities for connection, professional development and education coming your way. If your membership term is coming to an end soon, make sure to renew! You don’t want to miss out on all we have in store.

Thank you for being a member of CPRS Toronto, and thank you for being part of our vibrant PR community.

Best,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

From Vanity Metrics to Real Impact: The Rise of Data-Driven PR

By Lucy Luc

 

Gone are the days when likes and impressions were enough to prove a campaign’s success. Today, PR teams are under growing pressure to connect storytelling directly to business results. With more brands demanding measurable outcomes, communicators are turning to data-driven strategies to prove the real return on investment (ROI) of their work.

As a Public Relations student at Humber Polytechnic, I learned through a class called Numeric Information in the Data World that numbers tell stories too. They can either inspire trust or cause confusion, depending on how we translate them. When PR professionals merge data with storytelling, numbers stop being cold statistics and become narratives that move people to action.

Here is how data breathes life into every stage of the RACE(E) model: Research, Action, Communication, Evaluation and Expansion.

Research: Turning Numbers into Narratives

Research is the foundation of any effective PR strategy. In today’s digital world, it is also where data first proves its value.

Through analytics, communicators can identify audience behaviour, preferences, and motivations. This insight shapes targeted communication, helping PR teams determine who to reach, where to reach them, and when to make an impact. Data transforms guesswork into precision.

• “Data transforms guesswork into precision and storytelling into strategy.”

According to Agility PR Solutions (2024), integrating data analytics allows PR professionals to uncover trends and identify key audience segments, ensuring messages resonate with the right people at the right time. Similarly, PR News Online (2023) notes that data-backed research strengthens credibility by providing objective proof, something increasingly demanded in a world flooded with information.

When used creatively, primary data can also uncover emerging trends and serve as compelling news hooks. Brands that leverage these insights often position themselves as thought leaders, attracting both media coverage and audience trust.

Action Planning: From Insight to Strategy

Once research insights are collected, data guides action. Strategic planning rooted in analytics ensures every decision, whether about messaging, platform selection, or timing, is grounded in evidence rather than assumption.

Data-driven planning does more than optimize ROI. It helps teams learn what narratives perform best and what content connects most deeply. Forbes (2023) emphasizes that data insights reduce campaign risk and sharpen strategy by showing which stories resonate across different channels.

• “Data is more than a performance tracker. It is a strategic compass.”

As Rasmussen College (2024) explains, data storytelling makes information accessible and actionable. By turning raw numbers into meaningful insights, communicators can present results that stakeholders understand and act on.

Communication: Building Credibility Through Proof

Every PR professional knows that credibility is the currency of communication. Data strengthens that currency.

When organizations back their messages with verifiable data, they increase trust among journalists and audiences alike. Original insights or proprietary statistics can give brands an edge, transforming ordinary press releases into credible, newsworthy stories.

Visualizing metrics through infographics or charts also helps audiences understand complex ideas quickly. As Agility PR Solutions (2024) highlights, audiences respond more positively to information supported by data than to opinion-based claims. The result is a story that is not only compelling but credible.

Evaluation: Measuring What Truly Matters

For decades, PR success was measured in vanity metrics such as likes, impressions, and media mentions. While still relevant, these surface-level indicators rarely capture long-term impact.

Today, PR evaluation has evolved. Forbes (2023) notes that data allows communicators to identify what drives engagement, uncover inefficiencies, and refine future strategies. Rather than counting clicks, PR professionals now assess how campaigns influence perception, loyalty, and behaviour.

• “Data reveals the story behind the story. It tells us why something worked and how to make it better.”

Expansion: Stories That Break Through the Noise

In an overcrowded media landscape, journalists receive dozens, sometimes hundreds, of pitches each week. Cision’s 2022 Global State of the Media Report found that more than 50 per cent of journalists receive over 50 pitches a week, and 24 per cent receive up to 100. To stand out, your story needs more than a catchy subject line. It needs substance.

Data offers that substance. A press release enriched with quality statistics appears more legitimate, helping journalists see your story as credible and newsworthy. In the long term, data-backed pitches can strengthen relationships with media professionals by demonstrating reliability and expertise.

Beyond media outreach, analytics tools such as website traffic reports, social listening dashboards, and sentiment analysis provide ongoing insights into how audiences interact with content. These insights help PR professionals make smarter, evidence-based decisions about future campaigns (Cision, 2022).

Conclusion: Data-Literate Storytellers

The rise of data-driven PR marks a new era in communication, one where numbers and narratives coexist. PR professionals who can interpret data, craft stories around it, and translate insights into strategy will lead the industry forward.

Lucy Luc is 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.