NEW PERSPECTIVES

The last few weeks have shown that podcast hosts are clearly having a moment. Prominent podcast hosts such as Alex Cooper (host of Call Her Daddy), comedian/actor Andrew Schulz (host of Flagrant), comedian Theo Von and MIT computer scientist Lex Fridman, have been thrust into the limelight because of their recent high-profile conversations with the two presidential candidates vying for the top job in the upcoming US general election – to the point where the candidates’ podcast appearances are making news, rather than just the content of what is being discussed. Love it or hate it, podcasts are here to stay, and are clearly being heavily factored into the media outreach strategy of politicians and business leaders alike.

And it’s easy to see why they have such immense appeal. Podcasts allow both hosts and their guests to ‘chop it up’. The format allows them to be raw, unvarnished and unapologetic in their delivery, rather than be constrained to concise, scripted, buttoned-up sound bites that would be more characteristic of broadcast television or radio. It imparts a greater sense of agency to the participants involved and allows them to speak more openly to their audience – a winning point at a time when people crave complete authenticity and openness. You have to admit that an hour-long (or hours-long, in some instances) conversation reveals more than a ten-minute panel or a sitdown interview on a network news channel ever could. As platforms go, podcasts circumvent the traditional, legacy media ecosystem and act as a powerful force multiplier by enabling access to untapped audiences. The modern media relations outreach strategy will, inevitably, factor in the likes of The Globe And Mail, The New York Times, Bloomberg and CBC Radio. That goes without saying. But that outreach will have to expand now to encompass the most popular podcasts, substacks and Twitch streams of the day. A truly integrated marketing and communications campaign specialist needs to think outside the editorial desk and news studio, as it were. The fact is that the traditional family living room has now been effectively supplanted. The viewer/listener/consumer journey has undergone a sea change and an effective media strategy is one where you meet your audience exactly where they are. What better way to do so than when your viewers are in the middle of cooking their favourite recipe, working out in their backyard, catching up with their favourite book, or driving over to a friend’s housewarming?

It is evident that podcasting has come of age and is now mainstream, signalling a fundamental shift in the media landscape and what audiences today crave. 2008 gave us the Facebook Election. Now it’s time to sit back and enjoy the Podcast Election – from the comfort of your bicycle or car.

By: Adnan Bashir

President’s Message

Everywhere you turn, communicators are talking about the role of artificial intelligence (AI) in our industry. We have long used AI for tasks like data analysis and trend forecasting, and now there are real questions about whether it can now take on more of our tasks, with some (typically those who don’t really understand what we do) suggesting AI may even be able to replace us altogether. Communications and PR, however, are fundamentally about building and nurturing relationships.

Public Relations = Relations with the Public

At its heart, PR is about relationship-building — with the media, clients and other stakeholders. While AI can manage some interactions, it can’t forge genuine human connections. We, as PR professionals, succeed when we can leverage our authenticity and trustworthiness to build and sustain relationships.

Building successful communication plans requires an understanding of human emotions, cultural nuances, and the ability to engage with stakeholders. AI lacks the genuine emotional intelligence to interpret and respond to the subtle cues that are crucial in PR. Only trained and experienced communications professionals can read between the lines of a client's needs, understand the emotional undertone of a public response, and navigate often complex situations and objectives.

Creativity and Strategy

Creativity is at the core of effective PR strategies. It involves crafting messages that resonate and capture imagination. AI can provide data-driven insights, but it cannot replicate the creative spark that humans bring to the table. That’s where human creativity comes in, dreaming up stuff that’s out of this world — because we’re not programmed, we’re inspired.

The PR campaigns we see every year with the CPRS Toronto ACE Awards leave us no doubt that the creativity and strategic thinking behind the best campaigns come from experts who inject their personality and ingenuity into their programs. Dreaming up and executing inspiring campaigns that resonate, well that’s a (human) PR professional’s superpower.

Andrea Chrysanthou, APR

CPRS Toronto President

My experience at the 2023 CPRS Toronto ACE Awards

Written By: Charlotte Leung, Centennial College. Content Creator and Student Representative, CPRS Toronto SSC

As a Public Relations graduate and Canadian Public Relations Society (CPRS) member, stepping into the 2023 Achieving Communications Excellence (ACE) Awards was an exhilarating experience. This iconic PR event, which has been recognizing the talent and innovation of Toronto’s public relations community for over two decades, transitioned back to an in-person format after three years of virtual ceremonies.

The aura of the room was electric, resonating with a diverse range of PR professionals – from corporate leaders to PR students. I was surrounded by a unique amalgamation of perspectives, insights and an impressive lineup of achievements. The ACE Awards is truly a testament to the hard work and strategic execution of campaigns that left a mark in their respective domains.

Beyond the splendid dinner and the glitz of awards, the event was a brilliant platform to witness the wide array of PR campaigns that had made a significant impact. There was a total of 22 gold, 48 silver and 48 bronze trophies distributed among agencies, corporations, students and non-profits to recognize successful PR initiatives. As a recent PR graduate, it is truly inspirational to witness the celebration of creativity, intelligence and skill within the public relations and communications industry, encompassing categories from media relations and digital media to equity and inclusion.

The event also served as an exceptional networking opportunity. I was privileged to interact with other PR students from Humber College apart from Centennial College PR students of my recent and fellow batch. By seeing the awardees from Best Creative Campaign of the Year to the Leadership Awards, I was truly astonished by the minds behind all these campaigns, including the DOVE campaign, which left a profound impression on me through their compelling video.

Seeing some of my classmates win the ‘Student Public Relations Campaign or Event of the Year’ award was an emotionally rewarding moment. Their success was a testament to the perseverance, creativity and strategic thinking that our coursework at Centennial College had instilled in us. While my Storyworks campaign did not win an award, the experience further fueled my passion for PR.

Being a part of the ACE Awards has enriched my understanding of the PR world. It was a pleasure to be in the midst of those who’ve truly elevated the industry through their endeavours. I extend my heartfelt congratulations to all the winners of the 2023 ACE Awards. I am more determined than ever to make my mark on the PR industry and aspire to join the ranks of these esteemed awardees in the future. My PR journey has just begun and this experience has given me a clearer vision of the path that lies ahead.

Here’s to the pursuit of communications excellence!

To keep up with all things SSC, follow @CPRSstudents on Twitter, Instagram, Tik Tok!

Announcing the winners of the 2023 Canadian Public Relations Society (CPRS) Toronto Chapter’s Achieving Communications Excellence (ACE) Awards

Unilever Canada and Canadian Lung Association awarded Best in Show Campaign and Best Creative Campaign of the Year, respectively

TORONTO, May 31, 2023 – Last night, the Canadian Public Relations Society (CPRS) Toronto chapter celebrated the year’s top public relations and communications programs and campaigns at the annual Achieving Communications Excellence (ACE) Awards Ceremony. The awards showcased outstanding work in the field of public relations, awarding 22 gold, 48 silver and 48 bronze trophies to a variety of agencies, corporations, students and not-for-profits in the Greater Toronto Area.

Read the full press release here

Being a strong face-to-face communicator in the digital age

Written by: Izabella Knap, Centennial College, Editor, Student Representative and Content Contributor

Have you noticed that people have gotten more nervous or awkward over the past few years? I first noticed this when I enrolled in a public relations program last fall. Now, don’t get me wrong. I too felt clumsier and more nervous than I had in years past. I suddenly became very aware of my hands just sitting there while I talked. And was I opening my mouth too little or too much?

It quickly became apparent that the pandemic and all that time cooped inside behind a screen had left a lot of us with a serious case of over-thinking.

Or did it? Can we really blame all of this on the pandemic? Maybe it’s because we have been spending most of our day ‘doom scrolling’ for as long as we can remember.

When I started school, I noticed that the class struggled with things like small talk or sitting beside someone new. People seemed like they were uncomfortable with any scenario where they couldn’t predict or control everything.

I sympathize with this state of mind. However, I think that we as communicators—especially the younger generations—need to not only nip this in the bud, but to be continuously working on what it’s like to exist with the possibility of vulnerability.

Being able to speak with others face-to-face, or even over the phone, is something we need to not only be able to do at a moment’s notice, but also be very confident while we do it. The problem is, even if you take classes in public speaking and presentation, the issue will return once you are back to spending the majority of every day and night behind the soothing glare of your phone.

As professional communicators, it is vital that we regularly practice incorporating higher-stakes communication. Here are some things we can do to become well-rounded communicators, in order of difficulty:

• In a safe environment, practice starting a neutral conversation with a stranger regularly. I personally like to talk to approachable people at the pharmacy line-up, or the Canada Post worker that is always so nice to everyone!

• Practice asking for what you need in-person. Did a server bring you the wrong drink? Practice letting him know in a manner that is calm and kind, but not so kind that you aren’t taken seriously as a customer.

• Make plans to connect with a friend you’re beginning to lose touch with. But don’t put it off! For more free info, tools, and tips on how to practice healthy social connection habits, check out GenWellproject.org.

When we practice connecting with others in ways that feel scarier, what we are really doing is trusting ourselves to handle the situation no matter how it goes. If that person in the pharmacy line-up doesn’t want to talk, that just means you will be better equipped for when a pitch doesn’t land, or when a client doesn’t quite love your idea.

See you on the less awkward side!

To keep up with all things SSC, follow @CPRSstudents on Twitter, Instagram, Tik Tok.!