NEW PERSPECTIVES

In today’s world, it feels like everyone has an opinion on just about everything. And as PR pros, we’re often in the thick of it, tasked with championing our clients’ perspectives—even when they don’t always align with our own. Some days, if we’re managing multiple clients, we might even find ourselves promoting conflicting viewpoints the same day. Navigating this constant tug-of-war with opinions can be draining.

This constant wrestling with opinions can weigh on you. While I want to say that you should always stay true to your principles, this is overly simplistic. I have walked away from clients when I was uncomfortable with their values, actions, etc. but I have also stayed on with others and hid my dissatisfaction. Let’s face it, we have bills to pay. Not everyone can afford to be righteous. That idea wreaks of privilege.

This balance is tricky, and it’s something I wrestle with often. I try to remind myself of Dr. Martin Luther King Jr.’s words: “The ultimate tragedy is not the oppression and cruelty by the bad people but the silence over that by the good people.” Silence is a friend of injustice. But, as a member of the Canadian Public Relations Society, I’m also bound by the Code of Professional Standards. One of the principles is that “A member shall practice the highest standards of honesty, accuracy, integrity and truth,  and shall not knowingly disseminate false or misleading information.”

These last few weeks, especially watching the intensity of the U.S. election coverage, I’ve felt the weight of this responsibility. Regardless of where you stand politically, it’s hard not to get swept up in the frustration, the anger, the noise. And yet, in my work, I’ve committed to fairness. I don’t bring politics into my professional relationships, even if my personal beliefs don’t align with every client’s stance. I focus on doing my best work—but I also have boundaries. There are some issues where I will always take a stand, unapologetically, because integrity means being true to yourself, too. That being said, taking a stand does not mean that I have the right to disrespect or harass those who don’t share my views.

We all have a right to our opinions, but I remind our members that we also have a responsibility to uphold CPRS policies and values. The CPRS Policy on Harrassment clearly states that all members will: “Refrain from any behaviour that constitutes harassment, where harassment is defined as comments or conduct directed toward an individual or group, which is offensive, abusive, racist, sexist, degrading, or malicious.”

These are incredibly polarizing times but I ask you all to continue working and interacting with integrity and professionalism. Be kind to yourselves and to each other.

Are you maximizing the benefits of your CPRS Membership?

A CPRS membership is what you make it. If you buy a membership and forget about it for the year, it is a waste of money. More importantly, it is a wasted opportunity. Used it to its full potential, a membership is an incredible tool that can propel your career.

A CPRS membership is as valuable as you make it. Simply buying a membership and neglecting it for the year would be a waste of both money and opportunities. When used to its fullest extent, a membership becomes a powerful tool that can advance your public relations career.

Here are five ways your CPRS membership can help you soar.

1. Networking

Networking plays a vital role for PR professionals, whether they are looking for their first job, considering a career change, or are content in their current role. CPRS organizes various networking events each year, providing chances to build lasting connections with peers, potential employers, key media personalities and other folks who can help you with your career. Don’t just take our word for it: According to a LinkedIn poll 80% of professionals find networking is essential to their career success.

2. Professional Development

With an estimated 6,000 active PR professionals in Canada, it can be challenging to distinguish yourself. By joining CPRS, you can set yourself apart. We offer various professional development opportunities including online seminars, webinars, and in-person events. Additionally, our website provides online resources to help you learn new skills or polish up on ones you already have. Moreover, we offer professional designations for practitioners at any career stage. These designations serve as tangible proof of knowledge, are important resume builders, demonstrate your commitment to the profession and act as building blocks to your PR and communications career.

3. CPRS Awards

Both the Toronto and National chapters host annual awards with a wide array of categories. Winning a CPRS award is another way you can differentiate yourself from peers because it is third-party validation that your work is recognized as industry leading.

4. Volunteer opportunities

All CPRS chapters operate as charitable organizations, run by passionate volunteers who are committed to strengthening our industry. We invite all our members to join us. Volunteering is an opportunity to meet and connect with peers, network, get to know industry leaders and gain valuable experience.

Check out the CPRS Toronto website to learn about more your membership benefits or reach out to our Membership Chair Sozan Mirawdaly. And remember, your membership is only as good as you make it.

CPRS Toronto Call for Nominations for 2024-2025 Board of Directors

The Call for Nominations for the 2024-2025 CPRS Toronto Board of Directors are 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 a number of positions available depending on your passions and interests. The board will work with successful candidates to determine the role that best suits.

CPRS Toronto members interested in serving on the board for the 2024-2025 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 31, 2024.

Get in touch and let’s work together to build your professional profile and network!

Thank you!

Effective Thought Leadership

By Evrim Çalt

Digital and social advancements have increased the importance of thought leadership. Thought leaders are those who shape the future. A recent study reveals that CEOs and other high-level managers in 50% of companies create thought leadership content. Additionally, 65% of businesses include thought leadership in their content marketing strategy. There are several ways brands and companies can use thought leadership to achieve marketing and communication goals.

• Identify your brand values and public perception of that. Define your goals and audience.
• Review existing thought leadership styles and analyze competitors.
• Create POV pieces on significant topics.
• Explore various communication channels that will help you to engage and evolve.
• Organize events in your industry and educate your audience.
• Nominate your most valuable content to win an award from a well-recognized organization.
• Give speeches on TV and social media to increase your online presence.
• Work with influencers and opinion leaders.
• Keep readers updated on the latest news, developments and industry trends.

PR professionals have the necessary expertise and skills to build a thought leader among organizations. A thought leader demonstrates your outstanding industry knowledge, reinforces your brand story and attracts potential clients.

Research link.

https://www.semrush.com/blog/complete-guide-to-thought-leadership-for-business/#step-2:-review-existing-thought-leadership

Planning for the Year Ahead: Insights and Strategies for Success

By Erick Bauer

As we approach the end of another year, it’s time to start reflecting on our achievements and setting our sights on the opportunities and challenges that 2024 will bring.

The importance of planning can’t be overlooked; it provides a strategic framework for setting clear objectives, aligning communication efforts with broader organizational goals, efficiently allocating resources, mitigating risks, maintaining message consistency, and fostering stakeholder engagement.

With this in mind, let’s take a look at some of the key considerations that all communicators should be thinking about right now as we start to plan for the upcoming year.

1. Goal Assessment: Start by revisiting your communications goals from the previous year. Ensure that your objectives are Specific, Measurable, Achievable, Relevant, and Time-bound (SMART). Assess your progress and identify any unmet objectives. This analysis will provide valuable insights into where adjustments may be needed in your PR strategy.
2. Audience Analysis: Take the time to understand your target audience better. Have there been shifts in your audience’s preferences, behaviors, or expectations? Are there other target audiences that you should be including in your strategic plan for 2024? This insight will help you tailor your messaging and segmentation strategy effectively.
3. Industry Trends: The New Year is a great time to recommit to professional development. If you’re not sure where to start, consider spending some time familiarizing yourself with the CPRS website. There, you can find a plethora of industry insights, webinar recordings, upcoming event info, and more. These resources are key when it comes to staying informed about emerging technologies, platforms, and strategies that should be incorporated into your PR plans for the new year.

Lastly, as we approach the end of December, don’t forget to take a well-deserved break! Now is the time to reflect, recharge, and spend some quality time with family and friends. From all of us at CPRS Toronto, have a fantastic holiday and a Happy New Year!

Prioritizing mental health over the holidays 

By Janine Allen

While the holidays are a time of joy and celebration, for some, this can also be a trying time for mental health. The fast-paced nature of PR, coupled with the constant demand for quick decision-making and the need to navigate high-pressure situations, can take a toll on mental well-being in the best of times. So, as we practice restraint around beverages and baked goods, it’s also a good time to practice our resilience skills.

To bolster mental health resilience, incorporate proven stress and anxiety management techniques into your routine like adequate sleep, a balanced diet, regular exercise, and open communication about how you’re feeling. Here are some other wellness tips for the holidays and beyond:

1. Set realistic expectations: Understand that perfection is not the goal, and it’s okay if everything doesn’t go exactly as planned.
2. Manage your time: This is the season of events; client/agency dinners, parties, vendor invites fill up our schedules quickly. Prioritize your time and commitments and avoid overloading your schedule.
3. Take breaks: Give yourself time to relax and recharge with activities that bring you joy and relaxation, whether it’s reading a book, taking a walk, or practicing mindfulness.
4. Stay connected: While the holidays can be busy, make an effort to connect with loved ones. Loneliness can exacerbate stress, so reach out to friends or family members, even if it’s just a quick phone call.
5. Mindful eating (and drinking): Proper nutrition and a balanced diet can positively impact your mood and energy levels so aim for moderation.
6. Budget wisely: Financial stress can be a significant source of anxiety during the holidays. Create a budget for gift-giving and festivities to avoid overspending.
7. Seek support if you need it: If you’re struggling with your mental health during the holidays, don’t hesitate to seek support. Talk to a friend, family member, or mental health professional. Understand what is offered by your employer in terms of employee assistance programs or other health benefits.

Finally, overcoming the stigma surrounding mental health discussions is essential. As professional communicators, we can help make the language of mental health more common and accessible. Be well everyone!