MEMBERS BLOG

Language Barrier or Embrace the culture – A Guide for International Communicators to Express Yourself Better

By Lucy Luc

Every language carries a story. It holds memories, emotions, humour, and a way of seeing the world that cannot be fully translated. On International Mother Language Day, we are reminded that language is more than a communication tool. It is identity, culture, and voice.

For international communicators, language differences are often framed as barriers to overcome. Yet in reality, they can be bridges to deeper understanding when approached with curiosity and respect. The question is not whether accents, phrasing, or cultural habits should be hidden or corrected. The real question is how communicators can express themselves clearly while staying true to who they are.

This is not about changing yourself to sound like someone else. It is about sharpening your voice and embracing it.

Language Barriers Are Human Moments, Not Failures

In today’s global environment, it is normal to work, study, and build relationships with people who speak a different first language or come from a different cultural background. Misunderstandings happen. Awkward pauses happen. Clarifications are needed.

These moments are not signs of poor communication. They are signs of human interaction.

Strong communicators do not aim for perfection. They aim for connection.

Understanding this mindset is especially important for international communicators who may feel pressure to sound native, flawless, or culturally identical to the people around them. True clarity does not come from erasing difference. It comes from navigating difference with intention.

Find Your Voice Before You Adapt It

One of the most overlooked skills in cross cultural communication is self awareness. Before adjusting how you speak, it is essential to understand how you naturally communicate.

Your rhythm, tone, expressions, and storytelling style are shaped by your mother language. These elements are not weaknesses. They are strengths that add depth and personality to your message.

As a communicator, your goal is not to replace your voice but to refine it so others can understand it more easily.

This means choosing clarity without losing authenticity.

For Students Navigating Multicultural Learning Spaces

• Clarify expectations early: When working on group projects or presentations, openly discuss how your team prefers to communicate, give feedback, and make decisions. This prevents misunderstandings and builds trust.
• Use clarity over complexity: Choose words that are easy to understand rather than trying to sound “advanced.” Clear communication shows confidence and leadership, especially in academic settings.
• Ask and invite questions: If something feels unclear, asking for clarification is a strength, not a weakness. Encouraging others to do the same creates a supportive learning environment.
• Own your accent and language journey: Fluency grows with use. Your accent reflects experience, culture, and resilience. Focus on being understood, not on sounding like a native speaker.

For Professionals Working Across Cultures

• Prioritize understanding over perfection: In meetings, emails, and presentations, focus on delivering the core message clearly rather than using precise or polished language that may confuse others.
• Adapt your communication style, not your values: You do not need to change who you are to fit in. Adjust tone, pacing, and structure while staying authentic to your personality and professional identity.
• Be intentional with humour and idioms: Keep workplace communication inclusive by avoiding sarcasm or culturally specific expressions unless you are confident they will be understood.
• Confirm key information: For deadlines, locations, or deliverables, double-check understanding. A quick recap can prevent costly miscommunication.

As communicators, our goal is not to erase our differences but to use them as strengths. Language is not a barrier when approached with patience, awareness, and confidence. The more you practice expressing yourself clearly and authentically, the more your voice becomes a tool for connection rather than division.

On International Mother Language Day, remember:
You don’t need to change yourself to be understood. You need to sharpen your voice and embrace it.

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.

PR Campaigns That Changed the Industry and How Did They Do that?

By Lucy Luc

 

Leadership in public relations is rarely about titles or hierarchy. It shows up in ideas that challenge norms, campaigns that spark conversation, and stories that linger long after a launch date. National Leadership Day is the perfect moment to reflect on how PR leadership has shaped the industry through campaigns that changed how brands communicate, connect, and influence culture.

What Leadership Looks Like in Public Relations

PR leadership is the ability to read the moment and respond with clarity and courage. It means understanding audiences deeply, taking creative risks, and aligning brand values with real world conversations.

From 1988 to 2025, the industry’s most successful leaders have proven that the strongest influence comes from authenticity, humor, and a deep understanding of the human experience. Here is how ten iconic campaigns led the way and changed the industry forever.

1. Nike: Just Do It

In 1988, Nike stopped selling sneakers and started selling empowerment. By featuring both elite athletes and everyday people, they led a movement toward inclusivity that transformed them from a shoe company into a lifestyle icon.

• The Result: Global sales soared from $877 million to $9.2 billion in just one decade.
• Leadership Lesson: Lead with a mindset, not a specification.

2. Pepsi: Is Pepsi OK?

Pepsi turned a “second-place” retail trope into a Super Bowl win. By using Steve Carell and Cardi B to mock the common restaurant question, they showed leadership through self-aware humor.

• The Result: Flipped a perceived brand weakness into a cultural “vibe.”
• Leadership Lesson: Tackle consumer skepticism head-on with transparency.

3. California Milk Processor Board: Got Milk?

This campaign proved that the best story isn’t about what you have, but what happens when you don’t. By focusing on the “deprivation” of missing milk during a snack, they made a staple product unforgettable.

• The Result: Created one of the most parodied and recognized taglines in history.
• Leadership Lesson: Find the universal pain point and provide the simple solution.

4. Dove: Real Beauty

Dove broke the industry mold by ditching professional models for real women. This was a masterclass in social leadership, challenging the beauty industry’s toxic standards and building a foundation of radical trust.

• The Result: Dove became a champion for self-esteem, massively increasing global brand loyalty.
• Leadership Lesson: Advocacy is the highest form of brand authority.

5. Old Spice: The Man Your Man Could Smell Like

Old Spice led the “viral era” by speaking to an audience brands often ignored: the women who buy the products for the men in their lives. The rapid-fire humor of Isaiah Mustafa made the brand relevant to a whole new generation.

• The Result: A 107 per cent increase in body wash sales within months of launch.
• Leadership Lesson: Don’t be afraid to change your “who” to grow your “how.”

6. Coca-Cola: Share a Coke

Coca-Cola proved that personalization is the ultimate driver of user-generated content. By putting names on bottles, they turned every customer into a brand ambassador.

• The Result: Millions of organic social media posts and a massive spike in sales volume.
• Leadership Lesson: Give the audience the tools to tell the story for you.

7. Snickers: You’re Not You When You’re Hungry

By aligning their product with a biological reality—”hangry” behavior—Snickers created a repeatable, global comedic framework that works in every language and culture.

• The Result: Consistent global growth and a permanent spot in the pop-culture lexicon.
• Leadership Lesson: Reliability and consistency are the hallmarks of great PR.

8. GoPro: User-Generated Content

GoPro didn’t hire a film crew; they hired their customers. By curating extreme-sports footage from real users, they built a community-driven brand that feels more like a club than a corporation.

• The Result: Established GoPro as the definitive “action camera” through peer-to-peer proof.
• Leadership Lesson: Authentic community beats polished production every time.

9. Apple: Get a Mac

Apple personified the competition to make complex technology feel approachable. By casting the Mac as the “cool, easy” choice, they led a shift in how the public perceives personal computing.

• The Result: Solidified Apple’s identity as the user-friendly alternative to the corporate status quo.
• Leadership Lesson: Humanize the benefit to eliminate the fear of the product.

10. Heineken: Worlds Apart

In an era of deep political polarization, Heineken led with empathy. By showing people with opposing views finding common ground over a beer, they positioned the brand as a tool for unity.

• The Result: Widespread critical acclaim and a massive lift in brand sentiment.
• Leadership Lesson: High-stakes social commentary requires high-level sincerity.

Learning Points From Campaigns That Changed PR

• Strong PR leadership begins with cultural awareness
• Emotion drives memorability
• Simplicity strengthens storytelling
• Inclusivity builds long term trust
• Audiences want to participate
• Purpose amplifies reach

Why These Campaigns Still Matter Today

The PR landscape is louder and more crowded than ever. Yet these campaigns remain relevant because they respected their audiences. They did not talk at people. They invited people in.

Leadership in PR means knowing when to challenge assumptions and when to listen. It means crafting messages that align with lived experiences rather than marketing formulas.

For students, early career professionals, and seasoned communicators alike, these campaigns offer a reminder that influence is built through intention. Impact comes from clarity of vision and confidence in execution.

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.

How PR communicate message to Canadian family dynamite

By Lucy Luc

 

Family Day is a moment many Canadians associate with rest, togetherness, and small everyday rituals. For public relations professionals, it is also a reminder that family remains one of the strongest forces shaping how people receive and interpret messages.

Why Family Insight Is Essential for PR Strategy

Every press release, social campaign, and brand activation lands within a deeply personal context. For the vast majority of Canadians, that context is shaped at home. Family dynamics influence everything from core values and spending priorities to how an individual emotionally reacts to a news cycle.

1. The Power of the “Home Filter”

When a message resonates with a family’s lived reality, it gains immediate credibility. PR campaigns that acknowledge the “shared effort” of modern life (the juggling of schedules, the multi-generational households, and the non-traditional structures) feel familiar and trustworthy.

2. The Risk of the “Perfect Image”

Conversely, campaigns that rely on “commercial-perfect” imagery, the sanitized, four-person nuclear family in a spotless home, risk feeling disconnected or even alienating. In a landscape where authenticity is the highest currency, perfection is often perceived as a lack of honesty.

3. A Moment to Reexamine

Family Day invites communicators to pause and look closer. It is an opportunity to reexamine who Canadian families actually are today. By reflecting these true lived experiences, PR professionals can move beyond merely “sending a message” and instead start a meaningful conversation.

What Canadian Family Life Looks Like Today

Recent research from Statistics Canada and the Vanier Institute highlights clear shifts in how families are structured and how they function. These trends are not abstract. They directly affect how audiences relate to brands, organizations, and public messages.

• Commitment Over Contracts: Canadians are choosing partnership over legal marriage, with common-law families more than doubling from 9.8 per cent to 22.7 per cent since 1991, while marriage rates fell by nearly 10 per cent.
• The Rise of Solo Fathers: While one-parent households have increased to 16.4 per cent, the gender dynamic is shifting as solo fathers now represent nearly 23 per cent of these families, up from 17 per cent three decades ago.
• The Return of the Multigenerational Home: Driven by economic necessity and cultural shifts, multigenerational living is Canada’s fastest-growing household type (up 45 per cent), with nearly half of all young adults (45.8 per cent) now living with their parents.

These facts serve as your “evidence” that there is no longer a single Canadian family story.

How Family Dynamics Shape Communication: Moving from Passive Recipients to Active Interpreters

Families do not just “receive” information; they process it through a collective lens. Households operate as shared decision-making spaces where messages are discussed, questioned, and remembered together. Research into family life shows that PR campaigns are rarely viewed in isolation; instead, they are filtered through “home-grown” values and critical conversations.

• The Household as a Filter: Parents often act as active interpreters of messaging rather than passive recipients, mediating media exposure and helping children decode persuasive intent.
• Collective Decision-Making: From purchasing choices to attitudes toward social issues, family conversations are the primary forge for brand perception and public narratives.
• The Rise of Media Literacy: As families become more aware of how media influences expectations and behavior, they are increasingly likely to discuss and question advertising content as a unit.
• The PR Responsibility: For professionals, this reinforces that oversimplified or “commercial-perfect” narratives rarely hold up in real household discussions. Messaging must respect a family’s intelligence and diversity to avoid creating friction or mistrust.

Family Day as a Moment for Authentic Storytelling

Family Day works best as a storytelling moment when campaigns focus on connection rather than perfection. Canadian families value recognition of real life experiences more than idealized images.

1. Tim Hortons: “True Stories” & “Come as You Are”

Tim Hortons has perfected the art of the “Quiet Observation.” Rather than showing high-energy family parties, they focus on the small, repetitive rituals that define Canadian family life.

• The Strategy: Their “True Stories” series uses real-life customer experiences rather than scripted actors. One notable segment featured a family’s daily visit to a drive-thru as their only moment of “normalcy” while navigating a health crisis.
• Family Day Application: During pandemic-era Family Days, their “Come as You Are” campaign showcased the unpolished reality of home life: DIY haircuts, pajamas, and messy living rooms. It worked because it didn’t ask families to “do” anything except exist together.
• The Authentic Key: It highlights emotional closeness through the lens of shared routine rather than a special event.
• Source: ICS Creative Agency Case Study / Zulu Alpha Kilo.

2. President’s Choice: “Real Mornings”

Loblaws/President’s Choice shifted their storytelling from the “perfect dinner table” to the chaotic morning rush, which resonates deeply with the exhaustion many parents feel.

• The Strategy: The “Real Mornings” campaign for PC Children’s Charity abandoned professional narration and scripts. Instead, crews filmed the actual morning routines of families with mobility-challenged children and those benefiting from nutrition programs.
• The Storytelling Shift: It moved from idealized nutrition to essential support. It showed the “shared effort” of a family just trying to get out the door.
• Why it Resonates: It acknowledges that family life is often a series of hurdles handled together, making the brand feel like a partner rather than just a vendor.
• Source: Storymasters Case Study

3. IKEA Canada: “Bring Home to Life”

IKEA’s Canadian campaigns often focus on how a home adapts to the family, not the other way around.

• The Strategy: Their storytelling focuses on “unfiltered beauty” and “quiet confidence.” Instead of fast-paced montages, they use long, observational shots of everyday moments—like a family clearing clutter together or a “weeknight dinner with a weekend vibe.”
• Inclusion via Observation: By showing specific, lived-in spaces (a small condo, a multi-generational household), they allow people to see themselves without the brand needing to “define” what a family is.
• The Authentic Key: It highlights shared effort (cleaning, organizing, cooking) as the primary way families bond.
• Source: IKEA Canada Campaign

4. WestJet: “Holiday Heroes”

While often associated with Christmas, WestJet’s storytelling framework is the gold standard for Canadian “Connection” marketing.

• The Strategy: Their “Connecting Holiday Heroes” campaign focused on people who work during family holidays (healthcare workers, travel staff) to ensure others can be together.
• The Pivot: For Family Day, this narrative works by shifting the focus from the “nuclear family at home” to the “support network.” It recognizes that family isn’t just who you live with, but who you work for and who supports you from afar.
• The Authentic Key: It captures genuine, unscripted emotional reactions that feel earned, not manufactured.
• Source: MOO / WestJet Case Study

Practical Learning Takeaways for PR Professionals

• Family diversity is now the norm in Canada
• Assumptions about household structure weaken message relevance
• Family conversations influence brand perception
• Ethical and inclusive messaging builds long term trust
• Research driven storytelling strengthens authenticity

Family Day is a reminder that strong communication starts with understanding. As Canadian families continue to change, PR strategies must evolve alongside them.

Listening to data, social research, and lived experiences allows communicators to create messages that feel grounded and human. When PR reflects reality, it earns attention and trust.

Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.

Beyond Visibility: The Role of Communications in Advancing Black Voices

By Anmol Harjani

Black History Month offers an important opportunity to reflect on how communication shapes representation, understanding, and public discourse. While visibility has increased across many platforms, representation alone does not guarantee progress. For communications professionals, the responsibility lies in moving beyond moments of recognition toward sustained, thoughtful engagement.

In Canada’s diverse and multicultural context, storytelling carries significant influence. The way narratives are framed, whose voices are amplified, and how consistently representation is maintained directly impact public trust. Communications that centre Black voices only during observance months risk appearing performative, while year-round commitment signals authenticity and respect. Audiences are increasingly aware of this distinction.

Advancing Black voices requires more than amplification. It calls for partnership, listening, and accountability. Organisations that have built credibility in this space often collaborate closely with communities, ensuring stories are told with accuracy, agency, and respect. This approach recognises that representation is not about speaking on behalf of others, but about creating space for voices to be heard directly.

Communications professionals also influence internal culture through storytelling. Inclusive narratives shape organisational values, inform decision-making, and strengthen long-term strategy. When representation is embedded into everyday communication practices, it contributes to more informed, respectful public dialogue. In Canada, where audiences place high value on inclusivity and social responsibility, this approach is foundational to trust.

Black History Month should serve as a point of reflection, not the endpoint of action. The role of communicators extends beyond calendar moments toward building systems, relationships, and narratives that endure throughout the year. When storytelling is approached with consistency and care, it strengthens credibility and supports more equitable representation.

Key learnings for communications professionals

• Embed representation into year-round communication strategies
• Centre lived experience rather than assumptions or symbolism
• Avoid performative storytelling tied only to observance dates
• Build long-term relationships with communities and contributors
• Hold communication practices accountable for their real-world 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. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

 

National Storytelling Week: Why Storytelling Still Shapes Trust in Communications

By Anmol Harjani

Storytelling has always been central to communication, but the way audiences engage with stories has evolved significantly. Today, audiences are more informed, more sceptical, and far less receptive to narratives that feel exaggerated or disconnected from reality. In this environment, storytelling is no longer just a creative exercise. It has become a credibility tool that shapes how organisations are perceived, trusted, and remembered.

In communications, stories play a crucial role in translating complexity into meaning. They provide context, humanise organisations, and help audiences understand not just what is being communicated, but why it matters. However, when stories are shared without intention or accountability, they risk undermining trust rather than strengthening it. In the Canadian communications landscape, audiences tend to respond more positively to narratives that prioritise authenticity over spectacle and consistency over virality.

Many communicators see this reflected in practice. Organisations that openly acknowledge challenges, share progress transparently, and centre real voices often build stronger relationships with their audiences. Conversely, campaigns that rely heavily on polished storytelling without substance may achieve short-term attention but struggle to sustain credibility. The distinction lies not in how compelling the story appears, but in how closely it reflects lived experience and organisational values.

Storytelling becomes especially important during periods of uncertainty or change. Whether communicating through a crisis, organisational shift, or evolving public expectations, stories offer continuity. They help audiences make sense of change by connecting individual messages to a broader narrative. In Canada, where trust in institutions is closely linked to transparency and accountability, storytelling that embraces nuance and avoids oversimplification often resonates more deeply.

For communications professionals, the challenge is not identifying stories to tell, but deciding which stories deserve attention and how they should be framed. Responsible storytelling requires restraint and reflection. It asks communicators to consider whose voices are being amplified, what perspectives may be missing, and how the story will land beyond the immediate moment. When approached thoughtfully, storytelling strengthens long-term trust rather than chasing short-lived attention.

Key learnings for communications professionals

• Anchor stories in verified context and lived experience
• Prioritise clarity and honesty over drama or exaggeration
• Ensure narratives align with long-term organisational values
• Revisit stories regularly to maintain relevance and accuracy
• Treat storytelling as an ongoing responsibility, not a one-time campaign

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

Publicity for Profit: When Visibility Becomes Strategic Value

By Anmol Harjani

Publicity has traditionally been associated with visibility, reach, and media coverage, but these measures alone no longer define success. In an environment where attention is easy to capture and difficult to sustain, publicity without purpose can dilute credibility rather than enhance it. For communications professionals, the real value of publicity lies in its ability to support reputation, trust, and long-term relationships.

In the Canadian communications market, audiences often respond more favourably to restraint than excess. Organisations that are selective about when and how they seek attention are frequently perceived as more credible. Publicity that aligns with organisational goals, audience expectations, and ethical considerations tends to be far more effective than visibility pursued for its own sake. This approach recognises that not every opportunity warrants exposure and that discernment can strengthen reputation.

Examples of effective publicity often share common characteristics. Organisations that communicate progress honestly, provide meaningful context, and engage thoughtfully with media are more likely to earn sustained credibility. In contrast, publicity driven by exaggerated claims or loosely connected narratives may generate immediate awareness but often struggles to build trust. Canadian audiences, in particular, value transparency and are quick to question messaging that feels misaligned with reality.

Publicity also influences internal culture. When teams focus on purposeful communication rather than constant exposure, it reinforces strategic thinking and accountability. Communicators are encouraged to assess how each message contributes to a broader narrative rather than reacting to every opportunity for attention. This mindset shifts publicity from a tactical output to a strategic asset.

Ultimately, publicity creates value when it reinforces trust. Trust is built through consistency, relevance, and honesty. When publicity supports these principles, it strengthens reputation and fosters loyalty that endures scrutiny. When it does not, it risks becoming noise that audiences quickly disengage from.

Key learnings for communications professionals

• Evaluate publicity opportunities through a long-term reputation lens
• Focus on relevance and alignment rather than volume of coverage
• Measure success beyond impressions and short-term metrics
• Ensure publicity reflects organisational values and audience needs
• Treat trust as the primary return on investment

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

2026: The Year Of Analog

By Sanjeev Wignarajah

As the new year approaches, people make resolutions to be better and live comfortably. One of the new year’s resolutions making waves is to embrace analog (physical media, iPods, walkmans, etc.) In an era where streaming services become too convenient and subscription prices increase and doomsrolling becomes the norm of news gathering and to quote a famous person, “Comparison is the thief of joy.” Although physical media is still around and relevant. Millennials and Gen Z have made 2026 the year of going analog.

Movies (4K Blu-Ray, Blu-Ray, and DVD)

Instead of streaming movies, try watching a movie on Blu-Ray. It is best viewed on the home theatre system with a Blu-Ray player and a 4K Blu-Ray copy or a Blu-Ray copy. Picture yourself at home watching a movie with the clearest picture and sound quality. The speakers echoing and booming at every sound effect. It feels like going to the movies at the comfort of your home minus the shared passwords and skipping ads.

Music (Vinyl and CDs)

There’s nothing sweeter than visiting your local record store. Crates and crates filled with vinyl records. You could hear music playing in the background from a record player. If that’s authenticity, I don’t know what is. There’s something to marvel at when crate digging:

-The artwork and design

-The sound of the needle grooving through the record

-The unmatched sound quality

There’s a few coffee shops where they play vinyl records as you drink your favourite coffee. You come for the coffee and stay for the vinyl. It’s a vibe that sparks your creativity and the vibes are immaculate.

You could even collect CD and vinyl records based on your taste in genre.

Books

Who doesn’t love a good book to curl up to? It transports you to different worlds as you read and gain inspiration the imagination can grasp. You could even discuss it with friends and form a book club. Inspiration is in the details.

Film Photography

Here’s a creative challenge: Explore your own city with a disposable camera at hand from a different perspective. There’s a uniqueness about shooting film. The graininess, authenticity, feeling, and the look.

Wired Headphones

Remember wired headphones? Those things tuned out the outside world and into sweet, sweet music. It adds personality to it. The advantages of wearing it: it doesn’t die out halfway through a playlist or a Zoom call.

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 Adriana Lurz

A new year often brings reflection, renewed focus, and a look ahead at what’s next. For our January In Conversation With blog series, we sat down with Adriana Lurz, President and Partner at Strategic Objectives, to talk about how the PR profession continues to evolve, what strong leadership looks like today, and why curiosity remains at the heart of great communications work. With more than two decades at Strategic Objectives and recently named 2025 PR Practitioner of the Year by CPRS, Adriana brings a thoughtful, grounded perspective shaped by experience, mentorship, and a deep commitment to the profession.

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

Some things remain the same: I’m driven by smart, strategic thinking. I’m dedicated to client satisfaction and retention. I am passionate about outstanding mentorship. And some things have changed: technology and innovation have impacted how we do our jobs. We need to be more creative than ever, thinking of new ways to support our clients and their brands.

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

The pandemic greatly impacted up-and-coming talent in terms of their growth. Mentorship is more important than ever and leadership with compassion is key. Some emerging talent have never worked in an office environment and it takes time to learn how to thrive in that type of setting. Of course, media and influencers continue to evolve and the way we story tell and communicate news for brands has shifted. As communications experts, we need to stay ahead of the news and be creative in terms of how we tell stories for our clients.

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

AI continues to evolve and provide opportunities for communication to improve. AI supports our strategic thinking, efficiency, and creativity, but it can never replace human expertise.​ We can leverage it to help us become better, but we can’t become lazy and rely on it to do our jobs. There’s still value in getting together in person to ideate and learn, and I don’t think AI will change that.

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

Approach every task with creativity and interest. The co-founders of SO, and my mentors, Deborah Weinstein and Judy Lewis, taught me years ago to face challenges with curiosity and interest. Don’t limit your thinking or creativity. When faced with a challenge, ask yourself: “why couldn’t we do…?” or “what if we…?” Sometimes, great ideas come from blue sky thinking, so adapt an entrepreneurial spirit and think big!

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.