NEW PERSPECTIVES

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Member Spotlight:
Adnan Bashir
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Adnan is a Toronto-based communications and corporate affairs professional, with prior expertise in publishing and journalism. In his current role at Hansen Technologies, he oversees external communications for the company worldwide, responsible for communications strategy and C-Suite advisory, planning, media relations, analyst relations and executive communications.

Before joining Hansen Technologies, Adnan was based in Dubai, where he started his career as a journalist, covering technology, business and lifestyle stories, before subsequently moving into communications and public relations. During his tenure with two global agencies there, Golin and FleishmanHillard, he led diverse, multi-country teams across a variety of industry sectors, and provided strategic counsel to an array of clients, encompassing start-ups, nonprofits, state ministries, government officials and Fortune-500 firms.

At the industry level, Adnan has been nominated for brand campaigns at the PRCA MENA

Awards. His commentary and op-eds on topics such as AI, social media trends, workplace culture, and the intersection of business, technology and marketing, have been featured in Forbes, The Toronto Star, The National, TRT World, The Public Relations Society of America, PRmoment, Marketing Dive, The Business Breakfast and Arabian Business.

FUN FACTS

  • He is a multi-instrumentalist, and loves theatre and concerts
  • Lives for travel, playing music and water sports
  • In his spare time, he enjoys writing short stories, basketball and volunteering with community organizations

 

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President’s Message
Diversity, Equity and Inclusion
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There is a war raging against DEI (Diversity, Equity and Inclusion) south of the border. Companies are abandoning DEI initiatives after pressure from President Trump.

At CPRS Toronto, we’ve been doubling down on our diversity efforts because we believe that they are important, now more than ever.

The Right Thing to Do

DEI is sometimes misrepresented as an unfair platform that allows people with lesser qualifications to be brought into jobs or academic programs, and thus, makes an organization less competitive. This is simply false. DEI provides opportunities for historically underrepresented populations to shine. It removes discriminatory practices and creates a level playing field for people of all ethnicities, sexes, sexual orientations and abilities. It aims to right the wrongs of hundreds of years of inequality and injustice.

The Smart Thing to Do

Beyond being the right thing to do, economists agree that DEI is the cornerstone of organizational success. Study after study proves that diverse companies are more innovative and profitable. According to McKinsey & Company, companies in the top quartile for ethnic diversity on executive teams were 33% more likely to have industry-leading profitability. Furthermore, a BCG study found that companies with more diverse management teams have 19% higher revenues due to innovation.

It is time to stop looking at DEI initiatives as charitable gestures and begin reframing them as integral tools for the improvement of our schools and workplaces.

Attacks on DEI are unwarranted and rooted in falsehood and fear. As President of CPRS Toronto, I urge our members and partners to stand with us as we continue to prioritize DEI in all we do. Please follow our social media and email newsletters for our upcoming events and programs. At CPRS Toronto we are better because of our diversity. We are stronger. More resilient and better.

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CPRS Toronto Call for Nominations
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The Call for Nominations for the 2025-2026 CPRS Toronto Board of Directors is now open!

Participating on the board enables you to extend your professional network, add to your portfolio and resume, enhance your corporate governance skills and learn from your industry peers while contributing to our profession in a meaningful way.

There are several positions available depending on your passions, skills and interests. The current board will work with successful candidates to determine the most suitable role.

CPRS Toronto members interested in serving on the board for the 2025-2026 term should provide their resume to Lois Marsh at marshl@marsh-executive.com.

In an effort to best represent the diversity of Toronto and our industry, we encourage Black, Indigenous, People of Colour and those with diverse backgrounds to submit their application.

The term will start after the Annual General Meeting. Having an APR, more than five years of communications experience or being an active volunteer are assets, but not required. All members are invited to apply before the deadline of March 28, 2025.

We encourage all those who are interested to get in touch.

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The AODA and PR: Why Communicators Must Act Now
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Accessibility is no longer a ‘nice-to-have’. It’s officially a legal obligation.

The Accessibility for Ontarians with Disabilities Act (AODA) is reshaping how organizations communicate, ensuring that everyone, regardless of ability, has equal access to information. For PR professionals, this is a critical moment: The compliance deadline has passed, and failure to meet accessibility standards could mean penalties – not just financial, but reputational.

Are you helping your clients stay compliant? If accessibility isn’t already part of your communications strategy, it needs to be. Here’s what you need to know about the AODA, its impact on communicators, and what steps to take immediately to meet requirements and ensure your messaging is inclusive and accessible.

What is the AODA?

The Accessibility for Ontarians with Disabilities Act (AODA) is a provincial law in Ontario, aimed at creating a fully accessible province by 2025. It mandates that organizations – public, private and non-profit – must eliminate barriers to accessibility in various areas, including communications, customer service, employment, transportation, and the built environment.

For PR professionals, the Integrated Accessibility Standards Regulation (IASR) under the AODA is especially relevant. It covers information and communications, requiring that all public-facing content be accessible to people with disabilities. This is especially important as this particular Standard came into effect on January 1st, 2021.

Organizations with 50 or more employees in Ontario were required to file an AODA compliance report by June 30th, 2023. If your clients haven’t done so yet, they are already out of compliance, and that comes with risks.

What happens if organizations don’t comply?

AODA non-compliance comes with steep penalties. The fines for failing to comply can be significant:

  • Individuals or unincorporated organizations can be fined up to CAD 50,000 per day for each day the violation continues.
  • Corporations can face fines of up to CAD 100,000 per day.
  • Directors and officers of a corporation can also be held personally liable for non-compliance.

Beyond financial penalties, there’s also brand reputation at stake. Non-compliance signals that an organization isn’t committed to inclusivity, and in today’s socially conscious landscape, that can impact brand loyalty, consumer trust and stakeholder relationships.

How does AODA affect PR and communications?

For PR professionals, communications accessibility isn’t just a legal requirement; it’s a core part of ethical and effective messaging. Whether you’re working in-house or with clients, here’s how AODA impacts communications strategies and content development:

1. Websites must be fully accessible

As of January 1st, 2021, any large private or non-profit organization (50+ employees) or public sector organization must ensure that their websites and web content meet WCAG 2.0 Level AA standards.

What does this mean for PR professionals?

  • Press releases, blog posts, and digital reports must be screen-reader friendly.
  • PDFs should be tagged and properly formatted for accessibility (following PDF/UA compliance).
  • Websites should include alternative text for images, high contrast visuals, and keyboard navigation capabilities.
  • Videos require captions and transcripts to be fully compliant.

If your client’s website isn’t accessible, they are already at risk of penalties. PR teams should audit and recommend fixes immediately.

2. Social media needs to be accessible

PR professionals often oversee social media strategy, and AODA compliance applies here too. While social platforms aren’t inherently compliant, organizations are responsible for making their content accessible.

What should PR teams be doing?

  • Include alt text or an image description on all images – both embedded and in the caption of your posts.
  • Use PascalCase for hashtags (for example, #AccessibleCommunications, instead of #accessiblecommunications).
  • Provide captions for videos. Remember, auto-generated captions are not always accurate.
  • Avoid using ASCII art, excessive emojis or custom fonts that screen readers cannot interpret.

3. Documents and Reports Must Be Accessible

Press releases, annual reports, marketing materials and corporate communications must be formatted for accessibility.

What should PR teams do?

  • Convert documents to accessible PDFs (fully tagged for screen readers).
  • Use structured headings (H1, H2, H3) in Word documents.
  • Ensure all text is clear, high contrast, and not embedded in images.

Tools to help: Use PDF Accessibility Checker 2024 (the current industry standard), GrackleDocs, and Microsoft’s built-in accessibility features.

4. Events and public relations campaigns need to be inclusive

From press conferences to media events, accessibility must be prioritized.

PR teams should ensure:

  • Live captions and ASL interpreters are available for virtual and in-person events.
  • Event materials (agendas, presentations, etc.) are provided in accessible formats.
  • Physical venues meet accessibility requirements for attendees with disabilities.

Failing to do so can exclude key stakeholders and damage an organization’s reputation.

What PR teams and communicators need to do ASAP

If you haven’t already helped your clients become AODA-compliant, start now. Here are the first steps PR professionals should take:

1. Conduct an accessibility audit

  • Review websites, documents, social media and digital content for compliance gaps.
  • Identify areas where accessibility needs improvement (for example, missing captions, hard-to-read PDFs, inaccessible press releases).

2. Implement WCAG-compliant content

  • Train content teams on inclusive design and accessible writing.
  • Standardize accessibility checks for all outgoing communications.

3. Advocate for inclusive communications policies

  • Work with leadership and legal teams to ensure accessibility is built into corporate communication strategies.
  • Create an internal accessibility guide for PR and marketing teams.

4. Offer accessibility training for clients and teams

  • Many organizations don’t know they are out of compliance. Educate stakeholders on why accessibility matters and how it benefits both audiences and business success.

5. Stay up-to-date on accessibility regulations

  • AODA is just one framework. We need to also be aware of the Accessible Canada Act (ACA) and global standards like ADA (Americans with Disabilities Act) and EU Accessibility Act.

The bottom line: We need to lead on accessibility

The AODA compliance deadline has already passed. If your clients haven’t taken action, they are already at risk. As PR professionals, we have the power, and the responsibility, to ensure accessibility isn’t overlooked.

Inclusive communications don’t just meet legal requirements; they also build trust, engagement and brand reputation. Organizations that prioritize accessibility will reach more audiences, mitigate risks and demonstrate real commitment to inclusivity.

So, ask yourself: Are you helping your clients stay compliant and inclusive?

If the answer is no, it’s time to act.

by Matisse Hamel-Nelis

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Member Spotlight:
Calissa Busby
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Calissa Busby is a passionate public relations professional with a strong background in communications and event planning. She earned her bachelor’s degree in Public Relations from Humber Polytechnic and quickly became influential in the field. In 2023, she was elected president of the Canadian Public Relations Society (CPRS) Toronto Student Steering Committee, where she played a key role in organizing impactful industry events like Passport to PR and PR Sparks.

Originally from the Caribbean island of St. Maarten, Calissa moved to Toronto in 2019 as an international student, embracing new challenges and opportunities in the communications industry. She currently works as a Communications Associate at GSK, where she applies her expertise in corporate and internal communications.

Beyond her professional endeavours, Calissa enjoys reading, going to the gym, shopping, and taking time to relax. Her journey from St. Maarten to Toronto reflects her resilience and ambition, and she continues to make meaningful contributions to the PR industry.

 

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The Future of the Canadian Public Relations Industry is in Jeopardy
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As we write this, the future of the Canadian public relations industry is in jeopardy. While the statement is dramatic, it underscores the unfortunate reality we face today. Over the past few weeks, several post-secondary institutions have announced the shuttering of campuses or the suspension of programs, following the Canadian federal government’s lowered cap on international student visas.

The suspension of PR programs is problematic. We are living in a time that is increasingly rife with misinformation and complexities around geopolitics, technology, society and public trust in traditional business and government institutions. We are also living in a time of economic upheaval. Canadian brands need communicators to tell their stories and build relationships now more important than ever. This requires a steady pipeline of promising students and an influx of future leaders who will steer our industry through choppy waters in the years to come. With this in mind, we look to our colleges and universities as custodians and incubators of that talent.

Shuttering Campuses

These custodians, however, are facing their own challenges. Many of these schools and programs, as is the case across many universities, benefited from the higher tuition paid by international students; without this financial support, they have been forced to suspend a variety of programs, including several focused on public relations and corporate communications. Of course, this is a simplistic explanation. There are other factors at play: Public relations programs no longer qualifying for international work permits as the federal government focuses on STEM, agriculture and other sectors. So, international students who want to study PR/communications don’t have a career pathway in Canada.

Furthermore, domestic enrollment has also decreased in recent years. Fewer Canadians are seeing a path forward in PR, even as our industry continues to grow. And even when local students apply, they are, in some cases, a financial strain on the schools. In Ontario, the government has frozen domestic tuition fees for the past several years, with provincial funding for colleges at an historic low. The net result is that colleges are losing money on domestic tuition.

Sadly, the issues faced by our industry do not all revolve around program closings. Students who graduate existing programs and look to transition to the workforce are finding it increasingly difficult to find meaningful jobs. The lack of jobs throughout the country has meant former journalists and graduates from other BA programs are applying for roles in agencies that have traditionally gone to PR graduates. While it’s not our place to say who should be hired, we believe there is a misconception that if you can write well, you can practice public relations. Therefore, a specialized program is unnecessary. Quite the opposite is true. In fact, according to Edward Bernays, the “father of modern public relations,” PR is rooted in the application of social science research and behavioural psychology to formulate campaigns and messages that aim to change people’s perceptions and/or encourage certain behaviors.

This social science needs to be taught, along with the new technologies, strategies, issues, data analytics and advancements that are impacting our industry: now and in the future. In Canada, we are fortunate we have several incredible post-secondary public relations programs, led by experienced and skilled professors, academics and in-field practitioners. Graduates from these courses are immersed in the various functions of corporate communications and public relations over several semesters, and are ready to hit the ground running in their first jobs from day one. Far from being all academic, these programs offer valuable hands-on experiential learning that transfers seamlessly from classroom to office.

As these programs are suspended, we are losing the next generation of skilled public relations professionals and leaders.

Furthermore, for all the talk about diversifying our employee base, many industry employers still want a ‘Canadian experience only’ hire who understands our country and the media landscape (which is already taught in many of the public relations programs). These employers do not recognize the benefits and opportunities of bringing on an international hire. Many international students come here with experience in their home country and are fully employable upon graduation – and many of them have expertise and a unique perspective that may set them apart from those with a Canada-only lens.

The future of our industry requires a 360-degree solution. It requires leaders supporting and mentoring new practitioners. It requires governments recognizing the need to enrich classrooms with international students. It requires our industry associations to develop a pipeline at the high school level. It requires the college programs to innovate and stay relevant to industry needs and the pace of change.

And it needs all of us to understand that public relations is a specialized discipline that must be taught before it is mastered.

We urge all the stakeholders to come together to create a path towards reinstating our programs, filling our classrooms and providing meaningful opportunities to students graduating from our programs.

CPRS Toronto has already begun reaching out to public relations professors to ask for their ideas. Here are some they have asked us to share with PR professionals:

  1. Mentor a student or a new graduate

  2. Supervise a student for their field placement/coop requirement, vital for them to gain practical experience and put their classroom lessons to work, guided by a seasoned professional.

  3. Make a college certificate/diploma in PR a requirement on your next job posting. 

  4. Be part of the future. Need something from college graduates you’re not getting, let the professors know! Want to know what is on the curriculum? Reach out!

  5. Call or write your MPP to help our provincial government understand the downstream effects of chronic underfunding, and/or call or write your MP to help our federal government recognize the industry’s need in Canada for skilled communications professionals and to provide a pathway for international students to meet this need through work permits.

CPRS Toronto will continue working with other societies, associations and industry leaders to identify and implement strategies that can reverse the strain on our profession. Solutions. The future of public relations in our country depends on it.

Signatories

Andrea Chrysanthou, APR, President, Canadian Public Relations Society (CPRS) Toronto Chapter

Anne Marie Males, MCM, APR, Program Coordinator, Bachelor of Public Relations, Humber Polytechnic

Donna Lindell, BJ, MPR, Program Coordinator, Public Relations and Corporate Communications, Centennial College

Elizabeth Clark-Luzza, Program Coordinator & Instructor, Public Relations and Corporate Communications, Sheridan College

Matisse Hamel-Nelis, Professor and Program Co-ordinator, Public Relations Graduate Certificate, Durham College

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What’s on Our Radar For 2025 and Beyond
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The beginning of a new year always brings with it a new sense of energy, purpose and ambition – no doubt driven in part by a plethora of new client projects, initiatives and long-gestating campaigns. As we kick off 2025, the prospects of new technology and what its proliferation means for culture, brand messaging and popular discourse are exciting. At the same time, as generative AI and other marketing technology come into their own, change the conversation and make their presence in our lives indelible, the time is ripe for agency and in-house professionals alike to prove their mettle and flex their creative muscle, making them ever more indispensable as strategic advisors to clients and enterprises.

The CPRS Toronto Board weigh in with their thoughts about what they are keeping an eye out for as 2025 progresses, and what the industry should actively have on their radar:

ANDREA CHRYSANTHOU, APR, President of the Board

“I’m excited to see how PR practitioners continue to use AI to improve productivity. A Capgemini survey shows that 52% of organizations plan to use agentic AI in 2025, and another 30% plan to do the same by 2027. This data likely underrepresents the real number of professionals already leveraging these tools privately to write copy or conduct research. I’m keen to see the new tools that will help us better automate processes and improve measurement. As these tools become more accessible and user-friendly, they will not only streamline mundane tasks but also free up time for PR professionals to focus on essential services such as strategic planning and creative development. This shift marks a pivotal moment in our industry, one where the blend of technology and human insight could lead to unprecedented levels of efficiency and innovation.”

CAROLINE DE SILVA, Chair, ACE Awards

“In 2025, responsible consumerism and purpose-driven storytelling will be the heartbeat of communications. Audiences aren’t just listening – they’re holding brands and organizations accountable to take meaningful action on social, environmental and cultural issues. Catchy slogans and feel-good campaigns won’t cut it; authenticity is non-negotiable. To stand out, PR teams must embed purpose into every strategy, ensuring bold promises are matched with tangible results. The winning formula? Build trust through transparency, create impact through action, and bring it all to life with stories that inspire, partnerships that resonate, and connections that truly matter.”

MONIQUE DANIEL, Chair, Sponsorships

“With easy access to a plethora of generative AI tools, communications professionals, now more than ever, will need to demonstrate their value beyond merely content creation and level up their roles to truly become strategic advisors, demonstrating how their tactics positively influence the behaviour of target audiences – while helping to meet real business objectives.”

ADNAN BASHIR, Chair, Communications

“As we move into 2025 and beyond, I expect to see a further fragmentation of the media landscape, as new media and alternative outlets come to dominate collective share-of-voice and command a larger chunk of audience attention. It will become even more evident to brands and individual personalities alike that micro-targeting is the need of the hour and reaching out to niche communities will be the new benchmark for success. As PR practitioners, it is our duty to stay abreast of these developments in an increasingly chaotic and fluid media landscape, which seems to see new entrants by the day – and advise our clients accordingly. The era of dominance by traditional, legacy media is over and if we are to retain trust as consultants moving forward, we need to adapt and navigate this changing environment. Outdated playbooks need to be discarded in a world that now has a new set of rules.”

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Member Spotlight:
Samiha Fariha
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Samiha Fariha is a senior associate at Golin’s Toronto office, a global public relations agency. Her significant experience in both a boutique and global PR agency has touched everything from travel to financial services, food, sports and retail.

Samiha is a professor and subject matter expert for The G. Raymond Chang School of Continuing Education at Toronto Metropolitan University’s Public Relations certificate program, where she developed the Media Relations course to reflect the evolving communications landscape. Samiha’s experience centers around media relations, sponsored content, social media and influencer marketing. She has a passion for securing earned positive coverage for clients – whether it’s launching new products, celebrating corporate initiatives, or profiling executives. Some of her insights on trends in communication, influencer marketing and social media have been published by leading trade publications such as PR NEWS, Ragan Communications, Agility PR’s Bulldog Reporter and Daily ‘Dog, PRmoment UK, MarketingInteractive and Marketing Magazine Australia. She has also been an invited guest speaker at events hosted by Ragan Communications, Humber College, University of Toronto and Toronto Metropolitan University, discussing topics like trends in media relations, influencer marketing and the evolving communications landscape in general.

Samiha holds a Bachelor of Arts in political science from the University of Toronto, a post-graduate certificate in public relations from Humber College, and a certificate in digital marketing management from the University of Toronto’s School of Continuing Studies.

Fun Facts

  • She loves to try new places to eat out at.
  • Huge fan of mystery podcasts.
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President’s Message
January 2025
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Happy New Year from the Canadian Public Relations Society, Toronto Chapter. As we embark on a new year, I want to extend a warm thank you to each of you for your dedication and commitment to our profession. Whether you are new to CPRS Toronto or a long-standing member, your participation is what shapes our success and defines our path forward.

Many of you have heard me use this analogy before: Purchasing a CPRS membership is like signing up for a gym membership – it’s incredibly useful and can help you reach your goals, but only if you use it. Much like a gym, where equipment and classes are at your disposal to improve fitness, CPRS offers tools and opportunities to boost your professional growth. But these resources only benefit you if you actively use them.

Our Society is committed to advancing the practice and standards of public relations, providing you with cutting-edge resources, training, and thought leadership. This is our mission and it comes to life through the interactions and shared knowledge among our members. We champion this cause daily, but it is your active participation, and the participation of all PR professionals in this city, that propels our collective success and the growth of our industry.

The networking opportunities at CPRS Toronto are unparalleled. Our Professional Development and Events teams offer events throughout the year that connect you with peers and leaders who can influence your career trajectory. Our professional events, both virtual and in-person, are designed to inspire and educate, giving you insights and tools that are immediately applicable to your work.

I encourage each of you not only to renew your membership but to dive deeper into what CPRS Toronto has to offer. Attend our events, join our committees, and reach out to our board members. Your active involvement is crucial.

I write this knowing January is prime time for people to buy gym memberships. So, remember, like any gym membership, the benefits you gain depend solely on your participation. Use your CPRS membership to its fullest, and together, let’s shape the future of public relations.

Wishing you and yours a healthy, happy and prosperous 2025.

 

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2025 CPRS Toronto ACE Awards – NOW OPEN!
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The Achieving Communications Excellence (ACE) Awards are open for submissions! This year, we have added two new categories – Best Use of Audio or Video in a PR Campaign and Best Use of AI in a PR Campaign.

ENTER NOW!

Judged by some of the industry’s most accomplished leaders, the Awards recognize excellence in public relations and strategic communications. Each year, award winners are honored at the highly anticipated CPRS Toronto ACE Awards Gala where Toronto’s talented professional community comes together to celebrate outstanding work. Winning a prestigious CPRS Toronto Award has the ability to raise a winner’s profile, generate new business opportunities and elevate the profession by showcasing the impact of communications excellence.

KEY DATES & PRICING:

Early-bird entry deadline: 11:59 p.m. on January 24, 2025

  • Member early bird: $250 + tax
  • Non-member early bird: $350 + tax

Regular entry deadline: 11:59 p.m. EST on February 14

  • CPRS Member Regular Entry: $295 + tax
  • Non-Member Regular Entry: $395 + tax

Late entry deadline: 11:59p.m. EST on February 28

  • CPRS Member Late Entry: $350 + tax
  • Non-Member Regular Entry: $450 + tax

Please follow us on Instagram for more award updates.  View the full award submission requirements and Guidelines here.

ENTER CPRS TORONTO ACE AWARDS HERE

 

ENTER ACE LEADERSHIP AWARDS HERE

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