NEW PERSPECTIVES

AI Is a Tool, Not a Replacement: What Every Communicator Should Know

By Anmol Harjani

“Will AI replace communicators?”

It’s one of the most common questions being asked across boardrooms, classrooms, networking events and communications conferences today.

The short answer?

No.

The better question is:

How will communicators who embrace AI work differently from those who don’t?

Artificial Intelligence has quickly become one of the biggest conversations shaping our profession. From drafting social media captions and summarizing meeting notes to analyzing audience insights and brainstorming campaign ideas, AI is transforming how we work.

But while the technology is evolving rapidly, one thing remains unchanged:

Communication has always been, and will always be, about people.

Let’s Address the Elephant in the Room

It’s natural to feel uncertain whenever a new technology changes the way we work.

History has shown us this time and time again.

The internet changed communications.

Social media changed communications.

Smartphones changed communications.

Now, AI is changing communications.

Each innovation sparked questions about the future of the profession. Yet none of them eliminated the need for strategic thinkers, creative problem-solvers or trusted advisors.

Instead, they changed the skills required to succeed.

AI is no different.

What AI Does Well

Let’s give AI the credit it deserves.

It can help communicators become more efficient by handling repetitive and time-consuming tasks.

It can:

• Brainstorm campaign ideas.
• Draft first versions of content.
• Summarize lengthy reports.
• Organize research.
• Analyze large amounts of information.
• Generate meeting notes.
• Translate content into different languages.
• Repurpose long-form content into social posts.

These capabilities save valuable time, allowing communicators to focus on higher-value work.

But that’s where the distinction begins.

What AI Can’t Replace

AI can generate words.

It cannot build trust.

It can analyze data.

It cannot understand office dynamics, community relationships or organizational culture the way humans do.

It can suggest messaging.

It cannot sit across from a concerned employee, reassure a client during a crisis or navigate the emotions that accompany difficult conversations.

Communications is more than content creation.

It’s strategy.

It’s empathy.

It’s judgment.

It’s knowing when not to send the email.

It’s understanding that sometimes the most important communication happens before anything is written.

These are deeply human skills.

The Most Successful Communicators Will Work With AI

Rather than asking whether AI is good or bad, consider how it can become part of your professional toolkit.

Think of it the same way we think about design software, media monitoring platforms or analytics dashboards.

They’re tools.

Useful tools.

Powerful tools.

But still tools.

A great camera doesn’t make someone a great photographer.

A project management platform doesn’t make someone an effective leader.

Likewise, AI doesn’t replace strategic thinking.

It amplifies it.

The quality of the outcome still depends on the communicator using it.

Questions Every Communicator Should Be Asking

As AI becomes more integrated into our work, our responsibility also grows.

Before using AI-generated content, ask yourself:

• Is this accurate?
• Does it reflect our organization’s voice?
• Have I verified the information?
• Could bias influence this output?
• Does this align with our ethical standards?
• Would I confidently put my name on this work?

These questions matter because trust is one of the communications profession’s greatest assets.

Technology should strengthen that trust—not compromise it.

The Skills That Will Matter Even More

As AI takes on more administrative tasks, human skills become even more valuable.

The communicators who thrive won’t necessarily be those who know every new tool.

They’ll be the professionals who excel at:

• Critical thinking.
• Strategic decision-making.
• Relationship building.
• Active listening.
• Creative storytelling.
• Ethical leadership.
• Emotional intelligence.

Ironically, the more advanced technology becomes, the more important these human qualities become.

Looking Ahead

AI isn’t asking communicators to become less human.

It’s challenging us to become more thoughtful.

To ask better questions.

To think more strategically.

To spend less time on repetitive tasks and more time creating meaningful impact.

The future of communications won’t belong to AI.

It will belong to communicators who know how to combine technology with curiosity, creativity and compassion.

Because while technology can help us communicate faster, only people can help us communicate with purpose.

Before You Go…

Instead of asking, “Will AI replace my job?”

Try asking yourself:

“What human strengths can I develop that no technology will ever replicate?”
That question may shape your career far more than any software ever will.

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.

 

Before You Hit ‘Send’: Five Questions Every Communicator Should Ask
By Anmol Harjani

There comes a moment in every communicator’s day when the cursor hovers over one button.

Send.

It seems simple enough.

An email to employees.

A media release.

A social media post.

A statement during a crisis.

A campaign launch.

A LinkedIn update.

A newsletter.

Thousands of messages are sent every minute, but the communicators who make the greatest impact know that the real work happens before the message is ever shared.

Because communication isn’t measured by what you intended to say.

It’s measured by what people understand.

Whether you’re writing your first social media caption as a student volunteer or reviewing executive messaging for a national campaign, pausing to ask a few thoughtful questions can make all the difference.

Here are five questions worth asking before every message leaves your desk.

1. Who Is This Really For?

It’s surprisingly easy to write from our own perspective.

We focus on what our organization wants to announce, what our client wants to promote or what leadership wants to communicate.

But effective communication begins somewhere else.

With the audience.

Before writing a single sentence, ask yourself:

• What does this audience already know?
• What are they worried about?
• What information are they looking for?
• What action do we want them to take?

The best communicators don’t simply write messages.

They solve problems for their audience.

2. Is My Message Clear—or Just Complete?

Sometimes, in an effort to include every detail, we unintentionally bury the most important message.

Readers shouldn’t have to search for the point.

Whether it’s an email, a speech or a media release, clarity should always come before complexity.

A helpful exercise is to challenge yourself with one simple question:

If someone only remembered one sentence from this message, what would I want it to be?

If you can’t answer that immediately, your audience probably won’t be able to either.

3. Does This Sound Human?

Communicators often work with approvals, policies and corporate language.

Somewhere along the way, messages can begin to sound… robotic.

People don’t naturally say things like:

“Please be advised that the aforementioned initiative will commence effective immediately.”

They say:

“Here’s what’s changing and what it means for you.”

Professional doesn’t have to mean impersonal.

The most effective communication sounds like one person speaking to another.

Simple language isn’t less intelligent.

It’s more accessible.

4. What Could Be Misunderstood?

One of the most valuable habits a communicator can develop is anticipating questions before they’re asked.

Read your message again—this time from someone else’s perspective.

Would a new employee understand it?

Would a community member interpret it differently?

Does any sentence leave room for unnecessary confusion?

Strong communicators don’t just edit for grammar.

They edit for interpretation.

Because once a message is shared, readers bring their own experiences, assumptions and emotions to it.

Thinking ahead helps reduce misunderstandings before they happen.

5. Does This Build Trust?

Every piece of communication either strengthens trust or weakens it.

Sometimes the difference is subtle.

Did we acknowledge uncertainty instead of pretending to have every answer?

Did we communicate transparently?

Did we consider the people most affected by this message?

Did we take responsibility where necessary?

Trust isn’t built through one perfect campaign.

It’s built through hundreds of consistent moments where organizations communicate with honesty, empathy and respect.

Every message is an opportunity to reinforce that trust.

Great Communication Begins Before the First Word Is Written

Communicators are often recognized for what they create.

The campaign.

The strategy.

The speech.

The article.

The social media post.

But behind every successful piece of communication is something far less visible.

A moment of reflection.

A willingness to ask better questions.

An understanding that communication isn’t simply about being heard.

It’s about helping others understand.

So the next time your cursor hovers over the “Send” button, pause for just a few seconds longer.

Ask yourself these five questions.

Because the strongest communicators know that thoughtful communication doesn’t happen by accident.

It’s built through intention, curiosity and care—one message at a time.

Before You Send Your Next Message…

Challenge yourself to stop for sixty seconds.

Read your message one final time—not as the writer, but as the reader.

You may discover that the smallest change becomes the reason your message creates clarity instead of confusion.

And in communications, that’s often where the biggest difference is made.

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.

Why the Best Social Media Strategy Starts with Giving, Not Selling
By Anmol Harjani

Scroll through your social media feed for just five minutes.

You’ll probably come across a promotion, an advertisement, a company celebrating itself, another event invitation, and perhaps a post asking you to register, subscribe or buy something.

Now think about the last post you actually stopped to read.

What made it different?

More often than not, it wasn’t asking for your attention.

It had already earned it.

Whether it shared a fresh perspective, solved a problem, celebrated a community achievement or simply made you think differently, it gave you something valuable before asking for anything in return.

That’s the difference between using social media as a broadcasting tool and using it as a relationship-building platform.

For communications professionals, that distinction has never been more important.

Here’s a Challenge

Imagine your organization didn’t have the option to promote an event, advertise a service or announce a new initiative for an entire month.

Would your audience still have a reason to follow you?

It’s an uncomfortable question—but an important one.

Because the strongest communities aren’t built on constant promotion.

They’re built on consistent value.

People don’t return because they’re repeatedly asked to engage.

They return because every interaction leaves them feeling informed, inspired or connected.

Value Looks Different for Every Organization

Giving value doesn’t always mean producing lengthy reports or elaborate campaigns.

Sometimes, it’s much simpler.

For a nonprofit, it could mean sharing the story of a volunteer whose efforts created meaningful change.

For a municipality, it might be explaining a new policy in plain language.

For a communications team, it could be offering practical tips, highlighting lessons learned from a campaign or celebrating the work of colleagues across the profession.

The question isn’t, “What do we want to say today?”

The better question is,

“What would be genuinely useful for our audience today?”

That subtle shift changes everything.

Community Is Built Through Conversation

One of the biggest misconceptions about social media is that success depends on posting more often.

In reality, meaningful engagement comes from meaningful interaction.

Communities grow when organizations take the time to listen, respond and participate.

That might mean:

• Answering questions thoughtfully.
• Celebrating the achievements of partners and members.
• Responding to comments with genuine curiosity.
• Asking questions that encourage discussion instead of simply collecting likes.
• Sharing resources that help others succeed.

Communication has never been about speaking the loudest.

It’s about creating space for dialogue.

The Most Memorable Brands Make People Feel Something

Think about the organizations you admire most.

Chances are, you don’t remember every campaign they launched.

You remember how they consistently showed up.

You remember how they celebrated their community.

How they educated rather than overwhelmed.

How they acknowledged challenges with honesty.

How they shared knowledge freely.

Trust isn’t built in one viral post.

It’s built one interaction at a time.

Giving Creates Long-Term Value

One of the most rewarding aspects of working in communications is knowing that our work can make someone else’s day a little easier.

A student discovers career advice that boosts their confidence.

A volunteer feels recognized for their contribution.

A new professional learns a skill they can apply immediately.

A community member feels seen because their story was shared.

These moments may never appear in an analytics report.

But they’re often the interactions that matter most.

Metrics can tell us how many people viewed a post.

Only people can tell us whether it made a difference.

Before You Publish Your Next Post…

Pause for a moment and ask yourself:

• Does this educate?
• Does this inspire?
• Does this celebrate someone else?
• Does this answer a question?
• Does this encourage conversation?
• Would I stop to read this if it appeared in my own feed?

If the answer is yes, you’re already creating something valuable.

Because the most effective social media strategies aren’t built around algorithms.

They’re built around people.

And people remember the organizations that consistently give more than they ask.

A Thought to Take With You

The next time you’re planning content, don’t begin with,

“What do we want to post?”

Begin with,

“What does our community need from us today?”

That single question has the power to transform not only your social media strategy, but the relationships you build because of it.

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.

Change Is Constant. Great Communication Makes It Understandable

By Anmol Harjani

“We’re excited to announce some organizational changes…”

It’s a sentence that has appeared in countless emails, town halls and leadership meetings. Yet for many employees, volunteers and stakeholders, those words often spark more questions than excitement.

What does this mean for me?

Why is this happening now?

What’s changing—and what’s staying the same?

As communicators, we’ve all witnessed moments like these. We know that behind every announcement lies something much bigger than a press release or an internal memo. Every change, whether large or small, affects people differently. Some embrace it immediately, while others need time, reassurance and clarity.

That’s why communication isn’t simply a step in the change management process.

It is the process.

Imagine This…

Picture yourself walking into work on a Monday morning.

Your inbox is full.

There’s an invitation to a mandatory town hall scheduled for 10 a.m.

Rumours have already started circulating.

Someone says the organization is restructuring.

Another person heard there would be new leadership.

A colleague mentions hearing about a new technology platform.

No one knows what’s true.

By the time leadership begins speaking, employees have already started creating their own narratives.

This is where communicators quietly step in—not as the loudest voice in the room, but often as the calmest.

Our role isn’t simply to distribute information.

Our role is to replace uncertainty with understanding.

The Best Change Communication Starts Long Before the Announcement

One of the biggest misconceptions about change communication is that it begins the moment an email is sent.

In reality, that’s often the final step.

Long before messages are drafted, effective communicators are asking questions.

• What concerns might employees have?
• Which stakeholders will need different information?
• What questions will leaders be asked?
• What details are still unknown?
• Where might misunderstandings occur?

These conversations shape communication that feels thoughtful rather than reactive.

Because people don’t just remember what organizations communicated.

They remember how those communications made them feel.

Clarity Builds Confidence

One of the greatest gifts communicators can offer during change is clarity.

Not because we have every answer.

But because we’re willing to explain what we know honestly, acknowledge what we don’t yet know and commit to keeping people informed.

Simple language matters.

Consistent updates matter.

Accessible information matters.

Sometimes the most reassuring message isn’t, “Everything is figured out.”

Sometimes it’s simply,

“Here’s what we know today, here’s what we’re still working through and here’s when you’ll hear from us next.”

That kind of transparency builds credibility.

Listening Is Just as Important as Speaking

When organizations experience change, communication often becomes focused on delivering messages.

But some of the most meaningful communication happens after the presentation ends.

It’s in the conversations that follow.

The questions people ask.

The concerns they quietly share.

The feedback they hesitate to give.

Great communicators don’t just prepare answers.

They create opportunities for dialogue.

Whether through surveys, listening sessions, open office hours or informal conversations, they understand that communication isn’t complete until people feel heard.

Every Leader Is Also a Communicator

One of the most valuable partnerships within any organization is between leadership and communications.

Leaders provide vision.

Communicators help people understand that vision.

The strongest leaders aren’t necessarily the ones with perfect speeches.

They’re the ones willing to communicate with honesty, empathy and consistency.

They admit when they don’t yet have every answer.

They acknowledge uncertainty.

They invite conversation instead of avoiding difficult questions.

These moments build trust far more effectively than polished presentations ever could.

A Lesson Every Communicator Carries Forward

Whether you’re supporting a nonprofit, working in government, leading internal communications or helping clients navigate change, one lesson remains constant:

People don’t expect perfection.

They expect transparency.

They want to understand what’s happening.

They want to know someone is listening.

And above all, they want communication that feels human.

Technology will continue to evolve.

Organizations will continue to change.

New challenges will emerge.

But one thing won’t change: people will always remember how they were communicated with during moments of uncertainty.

As communications professionals, that’s both our responsibility and our opportunity.

The next time you’re preparing a change announcement, remember that your audience isn’t just reading your words.

They’re looking for confidence.

They’re looking for honesty.

They’re looking for someone to help them make sense of what’s next.

And that’s exactly what great communicators do.

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.

Finding Your Voice: Why Great Public Speaking Starts with Great Storytelling

By Anmol Harjani

“The biggest mistake communicators make isn’t being nervous. It’s forgetting that communication is about connection—not perfection.”

Whether you’re introducing yourself at a networking event, presenting campaign results to senior leadership, pitching a story to the media, or speaking on a conference panel, chances are you’ve experienced that familiar rush of nerves. Your heart races, your thoughts seem to scatter, and suddenly every word feels more important than it did just moments before.

If that sounds familiar, you’re not alone.

Even experienced communications professionals admit they still feel nervous before speaking publicly. The difference isn’t that they’ve eliminated fear—it’s that they’ve learned how to channel it into something meaningful.

At its core, public speaking isn’t about delivering a flawless presentation. It’s about helping people understand, remember and connect with your message.

Every Communicator Is a Storyteller
When people hear the word “storytelling,” they often picture keynote speakers or TED Talks. In reality, storytelling happens every day in communications.
It’s the media pitch that helps a journalist see why a story matters.
It’s the internal announcement that reassures employees during organizational change.
It’s the campaign that transforms statistics into human experiences.
It’s the conversation that helps a client feel heard rather than simply informed.
Stories give information meaning. They help audiences remember not just what was said, but why it mattered.

Before preparing your next presentation, ask yourself one question:
What do I want people to remember after they leave the room?

That answer should shape everything else.

Confidence Isn’t Something You’re Born With

One of the biggest myths about public speaking is that confident speakers are naturally gifted.
In reality, confidence is built through preparation, repetition and experience.

The communicators who appear the most comfortable are often the ones who have spent the most time refining their message. They understand their audience, anticipate questions and focus less on sounding impressive and more on being helpful.

Confidence grows every time you speak up in a meeting, volunteer to present, ask a thoughtful question at an event or share an idea that matters.

It’s built one conversation at a time.

Shift the Focus From Yourself to Your Audience
When we’re nervous, it’s easy to become consumed by our own performance.
Am I speaking too quickly?
Did I lose my place?
What if I forget something?
Instead, try shifting your focus.

Ask yourself:
● What does my audience need to know?
● What challenge are they trying to solve?
● How can I make this information easier to understand?
● What action do I want them to take?

This simple change in perspective transforms speaking from a performance into a service.
And that’s where communicators do their best work.

Practical Ways to Strengthen Your Speaking Skills
Like any professional skill, public speaking improves with practice.
A few habits can make a meaningful difference:
● Begin with a clear message before building your slides.
● Replace jargon with language your audience naturally understands.
● Pause instead of rushing through important ideas.
● Practice aloud rather than reading silently.
● Invite questions—they’re a sign your audience is engaged, not a sign you’ve failed.

Most importantly, remember that authenticity is more memorable than perfection.
People rarely remember every statistic or every slide.
They remember how you made them feel.

Communication Is a Skill That Keeps Evolving
Whether you’re a student preparing for your first presentation, a volunteer leading a committee meeting, or a senior communications leader addressing hundreds of attendees, there is always room to grow.

Every presentation is an opportunity to learn something new about your audience, your message and yourself.

The best communicators aren’t the loudest voices in the room.

They’re the ones who create understanding, inspire confidence and leave people thinking differently than they did before.

As communications professionals, that’s the impact we strive to make every day.

Reflection Question
What’s one public speaking lesson you’ve learned that changed the way you communicate?
Share your experience with the CPRS Toronto community. Your insight could help someone else find the confidence to use their voice.

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.

 

 

 

The Stories That Shape Us: What Canada Day Can Teach Communicators About Inclusion and Belonging

By Anmol Harjani

Every great communicator knows that facts may inform us, but stories are what stay with us.
Think about the campaigns you’ve remembered over the years. Chances are, it wasn’t because they had the catchiest slogan or the biggest media budget. It was because they made you feel something. They reflected a lived experience, celebrated a community, or gave a voice to someone whose story deserved to be heard.

That’s the power of communication.

As Canada celebrates another birthday, it’s easy to focus on fireworks, festivities and national pride. But for communicators, Canada Day also offers an opportunity to reflect on something deeper: the stories that shape our communities and the responsibility we have in telling them with care.

Every Story Matters
Canada is home to people with different cultures, languages, traditions, identities and experiences. That diversity isn’t just something to acknowledge—it’s one of our greatest strengths.
For communications professionals, this means moving beyond the idea of speaking to audiences and instead learning to communicate with them.

The most meaningful campaigns aren’t created from assumptions. They’re built through curiosity, empathy and collaboration.

Whether you’re developing a public awareness campaign, planning an internal communications strategy or writing a social media post, asking whose voices are represented—and whose might be missing—can transform the final outcome.
Inclusive communication isn’t about checking a box. It’s about creating space where people feel seen, respected and valued.

Representation Builds Trust
Trust is one of the most valuable assets any organization can earn, and authentic representation plays an important role in building it.
Audiences today are thoughtful. They notice when campaigns reflect genuine understanding, and they also notice when inclusion feels performative.
As communicators, we have the privilege and responsibility of helping organizations tell stories that are accurate, respectful and human.
Sometimes that means amplifying voices that haven’t traditionally been heard.
Sometimes it means asking better questions before launching a campaign.
And sometimes it simply means listening before speaking.

Communication Starts With Curiosity
One of the best habits any communicator can develop is curiosity.
Curiosity encourages us to learn about communities different from our own.
It reminds us that every audience has unique experiences, expectations and perspectives.
Instead of assuming what people need to hear, curiosity encourages us to ask:

● What matters most to this audience?
● Have we considered different perspectives?
● Does this message reflect the people we’re trying to reach?
● Who should be involved before this story is shared?

These questions don’t just strengthen communications—they strengthen relationships.

The Stories We Choose Shape the Communities We Build
Every article we publish, every campaign we launch and every conversation we facilitate contributes to a larger narrative.
Communications has never been just about delivering information.
It’s about creating understanding.
It’s about building trust.
It’s about helping people feel connected to something bigger than themselves.
That’s why communicators play such an important role in shaping communities, workplaces and organizations.
When people feel represented, they’re more likely to engage.
When they feel heard, they’re more likely to participate.
When they see themselves reflected in a story, they’re more likely to believe they belong.

Looking Ahead
Canada’s story continues to evolve every day, and so does the role of communications professionals.
As our communities grow more diverse and our conversations become more complex, our work becomes even more important.
Let’s continue telling stories that are thoughtful rather than rushed.
Let’s choose curiosity over assumptions.
Let’s create communications that build bridges instead of barriers.
Because at the heart of every meaningful message is something remarkably simple:
People want to know that their stories matter.
And as communicators, we have the opportunity to help tell them well.

Reflection
As communications professionals, we all have the opportunity to shape conversations in meaningful ways.

How do you ensure the stories you tell reflect the diverse voices and experiences of the communities you serve?
We’d love to hear your perspective and continue the conversation with the CPRS Toronto community.

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.

Co-Presidents Message

It’s 2027 planning time here at CPRS Toronto. While we still have a lot of work to accomplish as a board, we’re already thinking about what we can do better.  What programs haven’t we tried yet? What do our members want and need that we haven’t thought to offer?

This work at CPRS Toronto is never finished, and that’s what makes it meaningful.

What often surprises people about CPRS Toronto is that everything you see, every event, every professional development opportunity, every initiative we run, is built entirely by volunteers. Every single member of our board holds a “day job” as a communicator, and we don’t have to tell you that most communications jobs don’t clock off at 5 pm. And yet, we show up for this work too, because we believe in what it stands for.

We believe that the next generation of communicators deserves role models, resources and a network they can rely on. And we believe that Toronto, as the heart of Canada’s communications industry, has a responsibility to lead.

The work we do is only possible because of the people who choose to contribute their time, ideas and expertise. Whether it’s developing programming, creating opportunities for members to connect, supporting students and emerging professionals, or helping shape the future of our profession, every contribution matters.

Yes, it’s work. We won’t pretend otherwise. But it’s also one of the most rewarding professional experiences you’ll have. You’ll collaborate with some of the sharpest minds in the industry. You’ll build skills you can’t always develop in a traditional role. And you’ll play a direct part in strengthening the communications community in Toronto and beyond.

As we look ahead, we’re excited about what’s possible and grateful to everyone who continues to support CPRS Toronto through their involvement, participation and commitment to our community.

We look forward to continuing to build something worth being part of.

Sincerely,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

CPRS Toronto: In conversation with Stephanie Lasica 

July often brings a change of pace, creating space to reflect on where the communications profession is headed and the skills practitioners need to thrive in an increasingly connected world. For this month’s In Conversation With blog series, we connected with Stephanie Lasica, Senior Account Manager at Craft Public Relations. Recognized as one of Campaign Canada’s 30 Under 30, Stephanie has built her career across consumer, corporate and nonprofit communications, working with leading brands and purpose-driven organizations alike.

We spoke with Stephanie about the value of adaptability in a constantly evolving industry, the growing importance of integrated communications, and why seeking perspectives beyond your own algorithm can make you a stronger communicator. From navigating cultural conversations to building campaigns that authentically connect with audiences, here is what she had to share.

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

A lot has changed in a relatively short amount of time. I started my career during the pandemic as an intern at Argyle (now ChangeMakers) and now work as a Senior Account Manager supporting integrated consumer campaigns, so my day-to-day responsibilities look completely different than they did just a few years ago.

What’s stayed consistent is the need to stay curious and adaptable. My role now spans everything from media and influencer relations to activations, events, project management and strategic client counsel. No two days are ever the same, which is something I genuinely love about PR.

I also think working across such a wide range of clients early in my career, from Indigenous engagement and nonprofits to consumer brands, helped shape how I approach storytelling and strategy today. 

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

One of the biggest shifts has been how quickly culture and conversations move now. Audiences are incredibly plugged in, and brands are expected to show up in ways that feel authentic, relevant and thoughtful, not reactive for the sake of being part of the conversation.

There’s also been a much bigger focus on representation and ensuring campaigns actually reflect the audiences they’re trying to reach. That’s something I think about often in my work. The best ideas come from having different perspectives in the room, and ultimately that leads to stronger, more meaningful campaigns. 

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

I think adaptability will continue to be one of the most important qualities for PR practitioners moving forward. The media landscape, platforms and audience behaviours are constantly changing, so being able to evolve alongside that is key.

I also think integrated thinking will become even more important. PR is no longer just media relations. It’s how media, creators, social, events and brand storytelling all work together to create impact.

And honestly, I hope the industry continues prioritizing a diversity of perspectives and experiences. The strongest campaigns happen when the people behind them reflect the audiences they’re trying to connect with. 

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

Consume media outside of your algorithm.

We’re constantly surrounded by information that’s curated specifically for us, but some of the best insights come from intentionally seeking out perspectives, stories and conversations you wouldn’t normally come across in your day-to-day feed.

Read the newspaper, watch live eye events coverage, listen to different voices and stay curious about the world around you. In PR, being culturally aware and informed makes you a stronger communicator and strategist overall.

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.

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The Missing Voices in Public Affairs: Why Lived Experience Must Shape Strategic Communications

By Oluwayemisi Mafe

 

Communications professionals pride ourselves on understanding audiences. We conduct research, analyze stakeholder landscapes, develop audience personas, test messages, and measure engagement. We advise executives on reputation, help organizations navigate crises, and build strategies designed to foster trust.

Yet despite these efforts, one of the most valuable forms of expertise is still too often absent from the decision-making process; lived experience.

Across sectors from healthcare and government to corporate sustainability and community engagement, organizations frequently make decisions that affect people without meaningfully involving those people in the process. As a result, communications strategies may be technically sound but disconnected from the realities of the communities they aim to serve.

As communicators, we have an opportunity and arguably a responsibility to help change that.

Beyond Audience Identification

Traditional communications planning begins with identifying stakeholders and understanding their needs. This remains essential. However, many organizations stop at consultation rather than moving toward genuine collaboration.

Too often, affected communities are viewed primarily as audiences to be informed rather than partners to be engaged.

A public consultation is held after major decisions have already been made. A communications campaign is developed and tested internally before being released to the public. Policies are announced with messaging designed to explain decisions rather than involving stakeholders in shaping them.

The result is a familiar pattern and organizations wonder why stakeholders are resistant, disengaged, or skeptical despite significant communications efforts.

The challenge is not always the quality of the messaging. Sometimes the challenge is that the people most affected were never meaningfully included in the conversation.

In an era characterized by declining trust in institutions, increasing public scrutiny, and growing expectations around transparency, organizations can no longer afford to treat lived experience as an afterthought.

Lived Experience Is Expertise

For many years, expertise was defined primarily by academic credentials, professional experience, and technical knowledge. While these remain critically important, organizations are increasingly recognizing another valuable form of expertise; the knowledge gained through lived experience.

Individuals who directly experience a policy, service, system, or societal challenge often possess insights that cannot be captured through research alone. They understand barriers that data may not reveal. They identify unintended consequences that planners may overlook. They offer perspectives that help organizations anticipate risks, strengthen programs, and build trust. For communications professionals, this distinction matters.

When we include lived experience in stakeholder engagement processes, we gain access to a richer understanding of audience needs, concerns, motivations, and expectations. That understanding ultimately leads to more effective communications strategies. This is particularly relevant in sectors where public trust is essential.

Healthcare organizations seeking to improve patient engagement can benefit from involving patients and caregivers in communications planning.

Government agencies designing public information campaigns can improve effectiveness by engaging citizens who will be directly affected by policies.

Companies pursuing environmental, social, and governance (ESG) objectives can strengthen credibility by including communities impacted by their operations.

The lesson is consistent across contexts, people are more likely to trust organizations when they feel heard, respected, and included.

The Business Case for Inclusion

Some communications professionals may view lived experience primarily through a diversity, equity, and inclusion lens. While inclusion is certainly part of the conversation, there is also a compelling strategic case.

Organizations that integrate lived experience into decision-making often achieve stronger outcomes because they gain access to insights that improve both strategy and execution.

Meaningful engagement can help organizations:

• Identify potential issues before they become reputational risks.
• Improve the relevance and clarity of communications.
• Strengthen stakeholder trust and credibility.
• Increase adoption of programs and initiatives.
• Build stronger relationships with communities and partners.
• Demonstrate accountability and transparency.

In other words, inclusion is not simply about representation. It is about effectiveness. The most successful organizations increasingly recognize that people affected by decisions should not merely be recipients of information. They should be contributors to the process. For communications professionals, this represents a significant opportunity to elevate our role within organizations. Rather than focusing exclusively on message development and dissemination, we can help leaders understand the value of engagement, co-creation, and stakeholder partnership.

From Consultation to Co-Creation

If organizations are serious about incorporating lived experience into strategic communications, what does that look like in practice? First, engagement must begin earlier. Stakeholders should not be invited into the conversation only after key decisions have been finalized. Early engagement allows organizations to understand concerns, identify opportunities, and build trust before significant resources have been invested.

Second, organizations should establish structures that enable ongoing dialogue. Advisory councils, community panels, stakeholder working groups, and lived-experience committees can provide valuable perspectives that inform both communications and broader organizational decision-making.

Third, communicators should advocate for message testing that extends beyond internal teams. Communications materials often undergo extensive review by subject-matter experts, legal advisors, and senior leaders. While these perspectives are important, organizations should also seek feedback from the people they are trying to reach. If a message is not clear, credible, or relevant to its intended audience, no amount of creative execution will compensate for that gap.

Fourth, organizations should measure trust not just reach. Traditional communications metrics such as impressions, clicks, and media coverage remain useful. However, they do not always capture whether stakeholders feel heard, respected, or included. As trust becomes an increasingly valuable organizational asset, communicators should advocate for measurement approaches that assess relationship quality alongside communications performance.

The Future of Strategic Communications

The communications profession is evolving. Artificial intelligence is transforming workflows. Stakeholder expectations continue to rise. Public trust remains fragile across many institutions. Social issues increasingly intersect with business decisions. In this environment, technical communications skills alone will not be enough.

Organizations will need communicators who can facilitate dialogue, build relationships, navigate complexity, and bring diverse perspectives into decision-making processes. This requires a shift in mindset. Instead of asking, how do we communicate this decision? we may need to ask, who should be involved in shaping this decision? Instead of viewing communities as audiences, we should view them as partners. Instead of treating lived experience as supplementary information, we should recognize it as a source of expertise. Communicators are uniquely positioned to lead this shift.

Our profession sits at the intersection of organizations and the people they serve. We understand the importance of listening. We appreciate the value of trust. We recognize that reputation is built not only through what organizations say, but also through how they engage.

As stakeholder expectations continue to evolve, organizations that embrace lived experience will be better equipped to build trust, strengthen relationships, and achieve meaningful outcomes. The communications profession has long understood the importance of knowing our audiences. The next evolution of our practice is ensuring those audiences have a voice in shaping the decisions that affect them.

Lived experience is not simply a perspective to be acknowledged. It is expertise to be included.

Oluwayemisi Mafe, MCIPR, ACIM, MNIMN, ANIPR, is a strategic communications and public affairs leader with more than 15 years of experience helping organizations build trust, strengthen stakeholder relationships, and navigate complex reputation and policy issues across Africa and Canada. She specializes in corporate communications, public affairs, health advocacy, stakeholder engagement, and inclusive communications.