MEMBERS BLOG

How Post-Season Marketing Campaigns Add Fuel To The Fire For Professional Sports Teams?

By Sanjeev Wignarajah

Want It All, We The North, Northern Uprising.

What do all these marketing campaigns have in common? It’s the post-season for teams that made it to the playoffs with a statement. After a gruelling season with roster rebuilding and adding in the missing pieces. One of the 16 teams will enter the gauntlet to win the ultimate prize. As fans root for their team throughout the season. Their social media team cooks a secret sauce to create hype and deliver a powerful message and statement not just for the team… but for fans. Here are some examples where sports teams use post-season marketing campaigns to build hype.

2025 Toronto Blue Jays – #WANTITALL

The 2025 Toronto Blue Jays made it to the American League Divisional Series (ALDS). It’s also been 10 years since they made it to the ALDS. While October Baseball is the official slogan for the post-season. Each team’s campaign is different. Want It All is the Toronto Blue Jays’ post-season marketing campaign. It is also the name of the British rock band Queen song.

The campaign is a psychological and emotional one as the Toronto Blue Jays have gone through a rebuild since 2017 with new ownership, new managers, and a new roster. Beyond that, it’s been 32 years since the Blue Jays won the World Series and a quest to bring the title back to Canada. Want It All is a spin-off from Win It All. The fans know it and their passion runs deep from memorabilia to the countless archival recordings on the screen etched into the memories.

The message is clear: Win and the country will party like no tomorrow. As Drake said, “What a time to be alive.” To quote The Roots off of their track for the 2016 NBA Finals Champion: “If you a champion, show me you a champion.”

Toronto Raptors – #WeTheNorth

The Toronto Raptors won their first ever NBA Championship in 2019. It was an epic journey from Kawhi Leonard’s buzzer-beater shot in game 7 against the Philadelphia 76ers in the Eastern Conference Semi-Finals to a down to the wire game 6 battle against the Golden State Warriors in the Finals.

It wasn’t just the city that went off throughout the playoff run. It was the entire country. WeTheNorth wasn’t just a statement… It’s a symbolic one. Canada’s contribution to the sport of basketball runs deep from Dr. James Naismith to the birth of two Canadian franchises: Toronto Raptors and the Vancouver Grizzlies (Later moved to Memphis in 2001).

The amount of talent coming from Canada has been tremendous from Jamal Murray, RJ Barrett, Steve Nash, Shai Gilgeous-Alexander (SGA), Lu Dort, and many more Canadian ballers who are dominating in the NBA and Canada’s men’s national team. Let’s not forget the Canadian women who are making waves in the WNBA and Canada’s women’s national team. The Toronto Tempo will make its WNBA debut in the 2026 season.

Basketball is a universal sport. All you need is a ball, some friends, and a basketball court. The passion runs deep in communities from coast to coast to coast.

Toronto FC – All For One

Toronto FC, a Major League Soccer (MLS) team, have been in the league since 2007. They have won one MLS cup and made it to three MLS Cup finals. Similar to the Toronto Raptors’ marketing campaign. TFC’s marketing campaign All For One signifies a united front. More of a legion of passionate football fans and futbolistas bringing their passion onto the pitch to win.

Off the pitch is a completely different story. While the sport is still growing and Toronto being one of the host cities of the 2026 FIFA World Cup. Both the men’s and women’s national teams have made strides on the international level. Beyond that, there are grassroots levels to help mentor communities to teach foundational skills that will help them in the future.

Final Whistle

The post-season brings excitement through marketing campaigns that will not only bring the hype but connect passionate fans. With each post-season comes a story of the journey to the playoffs. The highs and lows. The ill-will to win and to be a champion.

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.

Illuminating Connections: What Diwali Can Teach PR Professionals

By Anmol Harjani

As Diwali approaches on October 20, PR professionals across Canada have an opportunity to reflect on the festival’s cultural significance and its relevance to communications strategies. While not a national public holiday, Diwali is celebrated widely, with municipalities like Toronto and Mississauga hosting large-scale events that attract thousands of attendees, highlighting the increasing visibility of South Asian culture in Canada.

Understanding Diwali in the Canadian Context

Diwali, known as the Festival of Lights, is celebrated by millions of Canadians, particularly within Hindu, Sikh, Jain, and Buddhist communities. With over 2.6 million Canadians identifying as South Asian, Diwali has become an important cultural touchpoint. People from diverse backgrounds increasingly attend local Diwali events, participate in community celebrations, and engage with related cultural content, creating opportunities for PR professionals to design communications that resonate across audiences.

Consumer Behaviour and Market Insights

Diwali is also a key economic moment. Research indicates that 95% of Indian Canadians make specific shopping trips for the festival and 84% attend public Diwali events. Additionally, 62% of shoppers plan to spend more during Diwali compared to the previous year, with 47% starting their purchase journey before July and 78% before September. For PR professionals, these trends highlight the value of early, targeted engagement to reach audiences during the festive season.

PR Opportunities Around Diwali

For PR professionals, Diwali offers a chance to craft campaigns that are culturally relevant, community-focused, and strategically timed. Consider these approaches:

• Cultural Sensitivity and Inclusion: Build campaigns that respect the religious and cultural significance of Diwali, focusing on themes such as light, hope, and renewal to connect authentically with audiences.
• Community Engagement: Collaborate with cultural organizations and community leaders to co-create initiatives that celebrate Diwali traditions and foster meaningful engagement.
• Brand Storytelling: Share stories that highlight personal or family experiences of Diwali, emphasizing values such as unity, gratitude, and resilience.
• Multimedia Strategies: Use visual and digital platforms to showcase Diwali celebrations, DIY decorations, or festive recipes, ensuring content is engaging and shareable.

The Growing Influence of Multicultural Marketing

Canada’s multicultural landscape presents both challenges and opportunities for PR professionals. The increasing diversity of the Canadian population necessitates a more inclusive approach to communications. Brands that recognize and celebrate cultural events like Diwali can build stronger connections with diverse audiences, fostering loyalty and trust.

Moreover, the rise of digital platforms has amplified the reach of multicultural campaigns. Social media, influencer partnerships, and digital storytelling have become powerful tools for engaging audiences during festive seasons. PR professionals can leverage these platforms to create authentic and impactful campaigns that resonate with multicultural communities.

Looking Ahead: The Future of Diwali in Canadian PR

As Diwali continues to grow in prominence, its influence on Canadian PR strategies will likely increase. PR professionals should stay informed about cultural trends, consumer behaviour, and digital marketing innovations to effectively engage with diverse audiences during festive seasons.

By embracing cultural diversity and integrating inclusive practices into their campaigns, PR professionals can not only enhance their brand’s reputation but also contribute to a more inclusive and connected Canadian society.

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.

Narrow Feeds, Shorter Attention: What Instagram’s Interest Targeting Means for PR
By Anmol Harjani

Instagram’s latest move toward interest-based content targeting marks a significant shift in how audiences engage with media, brands and ideas online. In a recent update, users are being prompted to select specific topics they want to see more of, from skincare and education to tech, apparel and food. While this may appear to be an advertising-focused feature, it has real implications for public relations and communications strategy.

When audiences begin curating their feeds intentionally, the open space for discovery narrows. What used to be a passive content stream is becoming increasingly filtered, segmented and preference driven. For PR practitioners, this shift introduces both a challenge and an opportunity: precision will matter more than presence.

Discovery Is No Longer Accidental

A core function of PR has always been visibility and getting the right message into the right public sphere. Platforms like Instagram have historically allowed for broader reach through algorithmic exposure and organic spill over. With interest targeting, that spill over becomes less frequent.

Audiences who opt into predefined categories may unintentionally filter out stories, campaigns or community content that would have otherwise appeared in their periphery. It’s not that people are less open to engagement, they’re simply less likely to encounter content that wasn’t created with them directly in mind.

This means communicators will need to think beyond demographics and build strategies around interest identities. Knowing who the audience is will no longer be enough and PR teams must understand what they have told platforms they care about.

The Attention Window Was Already Short

The modern attention span on social media is short and constantly shrinking. Creators, brands and media outlets have only a few seconds to land a message before audiences scroll past. Now, with curated content streams, there is even less room for experimentation, slower storytelling or generic messaging.

In this environment, campaigns that rely on build up or delayed payoffs risk getting lost entirely. The first line, first visual or first three seconds of content must signal immediate relevance and not just aesthetic appeal. PR messaging needs to start with clarity rather than context.

Short-form video, in-feed hooks, interactive posts and fast-framed storytelling will play a larger role in making initial contact. Content that assumes attention will not earn it.

Impacts on Campaigns, Collaborations and Media Relations

With narrower discovery paths, partnerships and placements must be far more intentional. Influencers, creators and media outlets selected for amplification will need clear alignment with audience interest tags and not just follower counts.

A travel campaign, for example, might previously have relied on a lifestyle influencer with broad reach. With interest-based segmentation in place, the same story may perform better through micro-collaborators in sub-sectors such as budget travel, sustainable tourism or local experiences.

Similarly, earned coverage will compete in more curated feeds. Journalists and creators who already specialize in niche categories will carry more weight than general voices. For PR professionals, this means reframing media lists, refining pitches and building relationships that map to evolving digital behaviours.

From Broad Messaging to Micro-Relevance

This shift doesn’t eliminate opportunity but it reshapes it. Communicators who adapt early can deliver higher-impact stories with less noise. Key considerations going forward include:

• Lead with specificity, not slogans
• Tie message angles to interest-driven themes
• Use multiple formats to reach segmented audiences
• Build relationships with creators and media rooted in niche authority
• Test, measure and revisit distribution rather than assume reach

Rather than competing for every feed, practitioners will need to understand which feeds they belong in and why.

A New Layer in the Attention Economy

Interest targeting does not diminish the role of PR, it raises the bar for relevance. The competition is no longer simply for space, it is for intentional inclusion in spaces audiences have already defined for themselves.

As platforms continue to formalize preference-based feeds, communicators will need to plan with the same precision as advertisers while maintaining the credibility and narrative depth that define public relations.

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.

 

Authenticity Over Aesthetics: Audience Fatigue in PR Today

By Anmol Harjani

Attention isn’t disappearing, it’s disengaging. In Canadian PR spaces, the biggest challenge isn’t reach, it’s relevance. Audiences are tuning out anything that feels overproduced, promotional or inauthentic.

Rising Fatigue, Declining Trust
The constant flow of branded messaging has reduced attention spans and lowered tolerance for anything that feels like advertising. What once signalled credibility now risks being ignored. Audiences respond more to content that feels human, spontaneous and grounded in real experience.

Authenticity as Strategy, Not Style
Authenticity is no longer a tone, it’s an expectation. It’s less about appearing casual and more about aligning messaging with values, voice and intent. Organizations that incorporate real perspectives, behind-the-scenes storytelling, and human tone are seeing stronger engagement than those relying solely on polish.

Why UGC and Micro Creators Are Gaining Ground
User-generated content (UGC) and smaller creators are resonating because trust is built through relatability. Micro creators often outperform larger influencers by offering content that feels personal, unfiltered, and experience-based. Their audiences engage not because of production quality, but because the message feels real.

What Local Creators Are Seeing
We asked two Toronto-based UGC creators why audiences are less responsive to polished brand content, and what performs best with their followers. Here’s what they shared:

Kalpana Parmar said:
“People are craving realness. When content feels too perfect or staged, it’s harder to connect with, especially when you’re scrolling and looking for something genuine or relatable. Anything personal and unfiltered—like GRWMs, casual voiceovers or real moments from my day—always performs best. My audience connects more when it feels like a conversation, not a commercial.”

Rashi Agarwal added:
“People know when content is scripted or coming from a brand playbook. When five creators post the same product the same way in the same week, it takes the originality out of it. My best-performing content is always real-time, experience-based and unfiltered. When people can imagine themselves in the moment, they connect—and I think UGC creators need to be the new focus for brands.”

From Output to Connection
The future of PR lies less in presentation and more in perspective. Trust is being built through real voices, grounded storytelling, and partnerships with creators who feel accessible, not aspirational.

In an era of content fatigue, authenticity isn’t a trend. It’s the new entry point to attention.

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.

How Have Influencers Changed Movie Marketing?

By Sanjeev Wignarajah

ACT 1

Coming soon to a theatre near you… In a world where influencers gain access to interviews, go behind the scenes of upcoming and highly anticipated films of the year, and go to red carpet premieres, plus interview celebrities on the project. Especially film festivals. The term ‘movie going experience’ has changed post-pandemic as studios and movie theatres are still recovering from the Pandemic and streaming services dominate the market with mixed results.

Studios have gotten creative for each project that persuades people on why they should go see this film on the big screen. The same applies to film festivals with a twist. A recent example is the 50^th Anniversary of the Toronto International Film Festival. New to the festival is The Criterion Closet Van, where cinephiles line up and enter the van. They have three minutes to pick three favourite films and explain why it’s their favourite and go on a deep dive on the film.

The genius behind Criterion Closet Van is that it unites film lovers of all ages and it’s an experience streaming services can’t replicate. Choosing three of your favourite films may seem an easy but impossible task but finding it in stock is a glorious reward. It’s like Letterboxd asking you for your four favourite films. In addition to that, The Criterion Collection partners with film festivals, local and prestigious movie theatres, and video stores to bring the van to the people. It’s about community.  

A visit to The Criterion Closet will unleash the inner cinephile as you marvel at the artwork and additional content. As well as owning a piece of film history.

ACT 2 – Studio Creativity

Popcorn buckets, product activations and partnerships, and many more on how studio and marketing heads are cooking up with bold and creative ways to build hype for the upcoming, highly anticipated films. There are many creative examples where organic marketing and studio marketing bring the hype to the masses.

Minions – The Rise of Gru (Gentleminions)

The year is 2022. As movie theatres rise from the post-pandemic and a new slate of films that were supposed to be released in 2020 are now being released. One of them is Minions – The Rise Of Gru. The genius behind this organic marketing is that an army of young gentleman dressed in suits and were very polite. The film made $920 Million in the box office.

Product Partnerships

Films and products go hand in hand. Whether it’s the wardrobe, the car, a luxury watch, etc. There’s a story to tell between the influencer and the product. On top of that, there’s even an event in relation to celebrate the product tie-in with the film, thematically.

Popcorn Buckets

Who doesn’t love popcorn at the movies? It’s a tradition as old as time with a twist. 2024 brought us Denis Villeneuve’s Dune Part 2 popcorn bucket which resembles a sandworm. The trend continued with Deadpool & Wolverine, The Fantastic Four: First Steps, and Alien Romulus.

ACT 3 – Content Creation and Independent Journalism

Content Creation on film has been on a huge rise thanks in part of social media. While traditional media outlets are still an integral part of entertainment coverage. Content Creators have been given access to exclusive interviews and access to film sets like never before. Like traditional media, content creators and YouTube Movie Reviewers attend press screenings of highly anticipated films. The huge difference is that they can partner with studios such as partaking advanced screenings or being part of film festivals to take part of the glitz and glamour.

Final Thoughts

Influencers have changed the scene for film marketing for the better in terms of tying products into storytelling that resonates with them and content creation for creating their own entertainment brand and having a unique take on journalism. While traditional media is an integral part of film marketing. It’s the content creators’ bold direction to go where no partnership has ever been before.

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.

 

Prompt Engineering for PR Pros

By Karan Saraf

Prompt engineering is no longer optional for communicators. It’s a strategic writing skill, one that’s quietly reshaping how we create, collaborate and communicate.

In the world of PR and corporate communications, where every word counts and every second matters, knowing how to guide AI tools like ChatGPT isn’t just a “nice to have” anymore. It is an essential workflow.

The purpose of this article is to help PR and comms professionals, and the businesses they support, make sense of prompt engineering and how it can improve how we use AI in real-world communications.

Because it saves time. And time, as we all already know, is money.

I recently attended OpenAI’s “Prompting with Purpose” event through their Academy, and it gave me a new perspective on how prompting works in real-life writing and content workflows, and applied it to my PR and comms specific workflows.

What stuck with me? Good prompts don’t just save time, but they also sharpen your ideas.

They especially help in repetitive tasks.

Imagine how much time you could free up for the greater good like brainstorming, critical thinking, or helping save money for your organization or for yourself if you work independently.

Prompting can turn vague briefs into structured outputs. And it helps you sound like you and not like a robot.

But the catch is that it only works if you prompt right.

And that’s easier than you think.

What Is a Prompt (and Why Should You Care)?

According to an OpenAI instructor, prompt engineering is about refining how you communicate with AI to get the most useful response.

A prompt is simply an instruction you give to an AI tool. It can be as basic as:

“Write a caption for Instagram about coffee.”

Or as complex as:

“Act as a social media manager for a sustainability non-profit. Write three Instagram captions in a hopeful tone about how small lifestyle changes can reduce plastic use.”

Do you see the difference?

The first gets you something generic, but the second gives context, tone, purpose and audience.

That is where the magic happens.

If you work in PR, brand strategy, digital content, or corporate comms, the quality of your prompt can make or break your output.

It’s like a creative brief which is just shorter and more literal.

Structuring Prompts Like a Pro

According to the instructor at OpenAI’s “Mastering Prompts” session, a two-part approach makes a big difference in getting clear and useful results:

1. Context — Who are you, and what’s the situation?
2. Expectations — What do you want the AI to produce? In what tone? For which audience?

This structure helps you cut through ambiguity.

Funny enough, I was recently at a Cision event and one of the panelists said, “Garbage in = Garbage out.”

I think there’s no better way to put it. That line is going to stay in my mind rent-free.

Let me give you an example that shows how structured prompting changes everything:

Basic prompt:

“Write a media pitch about our new app.”

Now compare that with a refined version:

“You are a PR manager at a fintech startup. Write a 150-word email pitch to a tech reporter at the Globe and Mail about our new budgeting app for Gen Z. Keep the tone informative but casual.”

See how much clearer that is?

Where Prompting Actually Helps

Here are real ways I’ve used prompting to improve my work:

• Press releases: I use prompting to break writer’s block and get a structured AI draft based on the best practices for writing a solid press release. These are things we discussed in our Foundational PR class at University of Toronto, and it genuinely helps me communicate better.
• Social media calendars: I ask the AI to list major national holidays and celebrations to generate 10 content ideas for my page 2xToronto — all while staying on brand.
• Internal comms: I feed in a rough draft of a leadership message and ask AI to help with grammar and mechanics, keeping the tone empathetic and human.
• Media pitches: I have created custom projects using AI to tailor pitches for different journalists and outlets over time. I work on the core content, and AI helps me turn that into a clean, on-target message.

Did I lose my voice in the process? No.

The message I want to send is accurate and crisp because I follow a well-designed template.

I would also suggest updating those templates regularly to meet the moment and reflect what’s relevant.

Good prompting doesn’t replace your voice, in fact it gives you a strong first draft, faster.

If you use it as a drafting tool (not an authoring tool), you stay in control.

You should be able to guide it and not the other way around.

Common Mistakes to Avoid

• Being too vague (e.g., “Write a good caption” — remember? Garbage in = Garbage out)
• Forgetting to specify tone or audience
• Not reviewing or editing the AI’s output (you still need to humanize it)
• Overloading the prompt with seven tasks at once

Start small, iterate, and learn what works. Prompting is a skill like any other.

Tools and Resources I Recommend

• OpenAI Academy — Especially their courses on prompt engineering, all levels
• ChatGPT Custom Instructions — Fill these in to personalize your assistant
• OpenAI’s Prompt Examples — Save and reuse prompts that work well for you
• PEARL method — Persona, Example, Audience, Role, Language (a helpful mental model)

Final Thought: AI Is a Tool — Not a Voice

AI is changing how we fast communicate. But tools are only as good as the inputs we give them.

If we want to stay sharp, efficient, and actually sound like ourselves online, we need to treat prompting as a writing skill and not a shortcut.

So no, it is not just for coders.

It’s for anyone who writes.

Especially our industry — PR and comms.

A Note on Ethical Use and Human Intent

This article was created with the help of AI, but the thoughts, structure, wordings and research are fully mine.

Through practice, and a lot of trial and error, I have learned how to use AI not as a shortcut, but as a thinking partner. I use it to help shape ideas, test angles, and speed up the drafting process.

But the voice, strategy, and intention always come from me.

Like I mentioned earlier, a good prompt sharpens your thinking.

Over time, I have figured out how to write better prompts that pull out better drafts — drafts that still sound like me.

AI helps with flow and speed, but it doesn’t replace human judgment or creative intent.

Being open about how we use these tools matters.

Ethical use of AI shows credibility, not laziness.

And it can also help us build trust with clients, colleagues, and audiences because you’re not pretending. You’re just being honest about the process.

I recently came across a video that made an interesting point (I still trying to find it, and I will tag it here once I do).

It imagined a future where purely human-created intellectual property becomes rare, and maybe even premium.

The analogy?

Just like organic food today costs more than the standard stuff, because of the care that goes into how it’s made. That stuck with me.

And honestly? It makes sense.

There is value in the knowing the how along with just the what.

So here is my take: In a world full of AI-generated content, it’s the intention behind the work that will stand out.

When we combine smart tools with our own thinking and stay honest about how we use them, we don’t just keep up with it. We lead.

Karan Saraf is a PR consultant at Amplify and a recent graduate of the Strategic Public Relations program at the University of Toronto. With a background in journalism and communications, he is especially interested in how AI can serve as a practical assistant for communicators while keeping human storytelling at the core.

Green media in Canada and how PR leads the way

By Lucy Luc

On June 11, 2023, 22 Canadian broadcasters made history at the Banff World Media Festival by forming the Canadian Broadcasters for Sustainability. This first-of-its-kind coalition of public and private broadcasters committed to embedding environmental sustainability into media production and communication, signaling a major shift in Canadian media practices.

This milestone reflects the evolution of public relations from traditional storytelling to what we now call Green Media, a purpose-driven communication that promotes sustainability, corporate responsibility and meaningful connections with communities. What began as a vision for authentic, long-lasting PR campaigns has now become a strategic movement shaping Canada’s media and PR landscape.

This article explores why PR leads the way in Canada’s Green Media movement and highlights the top five practices driving change today.

1. Embedding sustainability into every message

Sustainability should not feel like an “add-on” but part of an organization’s identity. For PR practitioners, this means learning how to write messages or campaigns that link sustainability to broader organizational values such as community engagement, workplace diversity, or supply chain ethics. Practicing this skill will prepare you to help future employers avoid greenwashing and instead build long-term credibility.

2. Mastering ESG communication

Environmental, Social, and Governance (ESG) reporting is a fast-growing area where PR meets data. PR professionals can practice turning technical or research-based findings into clear, accessible narratives. For example, you might take a sustainability report and rewrite it into a social media post or infographic. This helps you prepare for careers where translating complex data into engaging content is highly valued.

3. Leveraging green influencer marketing and employee advocacy

Consumers often trust people more than corporations. Learning how to work with authentic voices like green influencers or employee advocates is key. Students and PR professionals can practice by analyzing influencers in the sustainability space, identifying what makes their content authentic, and drafting sample pitches or campaign ideas. This builds skills in grassroots communication that resonates with audiences.

4. Practicing purpose-driven storytelling

At the heart of green media is storytelling that focuses on people and impact, not just products. PR practitioners should practice framing stories around real-world change like how a program reduces waste, supports communities, or protects the environment. Developing this narrative style early will make your campaigns more engaging and future-proof in a job market that values impact-driven communication.

5. Building transparency through technology

Technology like blockchain, AI, and analytics is increasingly used to verify sustainability claims. While the industry is adapting with these tools, it’s important to understand how they add credibility to messages. You can practice by researching how companies in Canada showcase transparency and brainstorming ways to turn that proof into clear, compelling communication pieces.

How PR leads the way in green media

Public relations plays a central role in Canada’s Green Media landscape by connecting organizations to their broader environment, natural, social, cultural, political and technological. Reputation management has evolved: Green PR is no longer about damage control; it’s about embedding sustainability values into everyday communication.

A strong example of sustainable PR in practice is Edelman’s partnership with Sustana Group to promote its closed-loop fiber innovations, including a project with Starbucks that recycled 25 million coffee cups. Faced with growing concerns about packaging waste and environmental damage, Edelman designed an integrated campaign combining strategic messaging, thought leadership, digital content, and creative storytelling. The results were significant with 128 million earned impressions, and nearly 10,000 YouTube views, demonstrating that thoughtful PR can amplify sustainability initiatives, educate the public, and build both brand credibility and environmental impact.

The future of green media in Canada

Looking ahead to 2025 and beyond, the role of Green Media will only intensify. As stricter regulations emerge and conscious consumerism grows, PR will remain central in helping brands navigate the balance between accountability and advocacy.

We can expect to see:

• More data-driven storytelling, using AI analytics to measure and share real impact.
• A rise in strategic partnerships between companies, nonprofits, and governments to scale sustainability initiatives.
• Stronger emphasis on anti-greenwashing practices, with third-party validations becoming standard.
• Continued growth of digital-first Green PR campaigns, amplified by influencers and interactive platforms.

Final Thoughts

Green Media is the future of Canadian public relations. PR professionals can embed sustainability into brand strategies, amplify authentic voices, leverage technology and prioritize transparency. This approach helps organizations connect meaningfully with their communities.

For young practitioners and seasoned professionals alike, embracing these practices is an opportunity to elevate ethical standards, strengthen community engagement and create meaningful impact. Those who adopt this mindset will not only enhance their organizations’ reputation but also contribute to a more resilient, sustainable future for all.

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.

Storytelling as a Career Tool!

By Pooja Arora

My friend, Ankit Verma, a 40-year-old former journalist, turned his love for food into his full-time career. It was not an easy decision to leave the comfort of an air-conditioned news studio and start a journey as a food blogger. But he noticed the trend towards food blogging during the pandemic when everyone was turning into a chef, staying at home. He used his oratory skills to his advantage, and there has been no looking back! His social media channel, ‘Khichdi’ (which means a dish made of rice and legumes), showcases small street-food vendors in India making delicious snacks and cousins. But that’s not all; he shares his story as part of his content. He talks about his favourite food, features videos of his father cooking, and shares cafeteria stories, among others. He engages with his audience live and ensures that he is connected to them throughout each episode.

And it’s not just about food. Take Niharikaa Sood, for example. On LinkedIn, she mostly shares her story of failure in the corporate world and how she eventually became a successful writer by freelancing on platforms like ‘Medium’ and learning all about how social media algorithms work. All she wanted to do was write articles, but she didn’t know how to handle the 9-to-5 job culture. She sells her content strategies in the form of engaging workshops, and she claims to earn through LinkedIn. Her story is relatable to many who struggle to start a career in writing! Similarly, Ankur Warikoo, an engineer turned content creator, has built a massive following by sharing career highs, failures, and life lessons in a way that feels relevant.

Another friend of mine, Kathryn Lancioni, is an entrepreneur and a Public Relations expert. She helps new entrepreneurs leverage their personal stories to grow their businesses. Her workshops emphasize that every individual’s story is not just about their past; it is their brand! Individuals across sectors, including nutritionists, doctors, tutors, and real estate agents, among others, are adopting this strategy and achieving success.

As a Public Relations professional settled in Canada, I work with influencers regularly for brand promotion. Most of these influencers (nano, micro, and macro) are technically doing what Ankit did many years ago, i.e., they try to balance a full-time career with a side hustle for extra income. But eventually they aim to become full-time content creators!

Storytelling, therefore, is no longer an option. It’s a great tool to connect meaningfully with the right audience, be it brands or individuals. Whether it’s Ankit’s favourite food memory, Niharika’s new workshop, or Kathryn’s professional journey, every unique story matters, and it can take you places you never imagined.

As Steve Jobs rightly said, “The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.”

Pooja Arora, PhD, is a Strategic Communications and Public Relations professional with 16 years of experience. She is working with BLS International in Canada as part of the marketing communications department. Besides this, she is an award-winning educator and a researcher.