NEW PERSPECTIVES

PR Tactics for Cosmetic Product Launches – 2026 Playbook

By Lucy Luc

Lipstick has always existed at the intersection of culture and commerce. It is one of the few beauty products that has maintained relevance across centuries, evolving from ancient ceremonial pigment to a modern global symbol of identity and self-expression. Historical records show that early forms of lipstick were used in ancient Egypt and other civilizations for both aesthetic and ritual purposes, reinforcing one consistent truth: lipstick has never been only about appearance, it has always been about meaning.

In today’s beauty landscape, that meaning is expanding again. According to The Beauty Forecast: The Defining Trends Shaping 2026, the beauty industry is undergoing a structural shift where surface-level aesthetics are no longer enough to sustain consumer attention. Beauty is increasingly merging with wellness, longevity, and functional care. Industry leaders emphasize this transformation clearly, with one stating that beauty is evolving “beyond surface-level performance toward care-driven, wellness-integrated solutions designed to support long-term vitality.” Another predicts that “beauty and wellness will be synonymous.” This shift fundamentally changes how lipstick launches must be positioned in PR strategy.

Lipstick is no longer evaluated solely as a colour product. Consumers are now assessing it through a wider lens that includes comfort, ingredient transparency, emotional value, and its place within a simplified lifestyle. This reflects a broader consumer trend toward utility-first beauty, where people want fewer products that do more. Multi-use cosmetics, hybrid formulas, and skincare-infused makeup are gaining momentum as audiences prioritize efficiency without sacrificing performance. In this context, a lipstick campaign is no longer just about announcing a shade, but about explaining why it fits into a more intentional way of living.

At the same time, beauty culture is moving away from overly curated perfection. Industry insights consistently highlight a growing fatigue with hyper-polished aesthetics and algorithm-driven beauty standards. Instead, audiences are gravitating toward authenticity, visible texture, and real-life application. One creative strategist describes this shift as a return to humanity in beauty, where “intentional imperfection becomes proof that you are real.” For lipstick PR, this changes everything. Smudged finishes, natural wear, and lived-in colour are no longer imperfections to correct, but signals of credibility and relatability.

These cultural shifts are reshaping the mechanics of public relations itself. Traditional cosmetic PR often relied on gifting, influencer seeding, and isolated editorial coverage to generate short-term visibility. While these tactics still exist, they are no longer sufficient on their own. In 2026, successful campaigns are built as integrated ecosystems where creator content, editorial storytelling, and paid amplification work together. This layered structure creates sustained momentum rather than brief spikes of attention, turning awareness into measurable consumer action.

Storytelling has therefore become the core currency of cosmetic PR. A lipstick launch is no longer just a product announcement, it is a narrative about identity, confidence, and cultural relevance. Campaigns that succeed are those that frame lipstick not as an object, but as an experience tied to how people live, express themselves, and present identity in both digital and physical spaces. This shift aligns with a broader industry expectation that brands must educate before they promote, giving consumers the information they need to understand why a product matters before they decide to purchase it.

Credibility has also become essential in this new environment. Journalists and consumers increasingly rely on proof-based storytelling, where data, expert commentary, and behavioural insights are used to validate claims. Beauty coverage is now strongest when it sits at the intersection of trend analysis and real consumer behaviour. As one PR insight notes, if a story cannot explain why it matters, it is unlikely to be published. For lipstick campaigns, this means emotional appeal must now be supported by substance, whether through formulation innovation, usage data, or cultural relevance.

Cultural trends are also playing a defining role in shaping lipstick narratives. After years dominated by minimal “clean girl” aesthetics, beauty is shifting toward more expressive, bold, and individualistic styles. Industry voices predict a return of colour, texture, and personality-driven makeup, driven by a broader cultural desire to move away from algorithmic sameness. Lipstick sits at the centre of this shift because it is one of the fastest and most visible forms of self-expression. This makes it a powerful tool for PR storytelling, particularly when aligned with authenticity and emotional resonance.

Ultimately, National Lipstick Day is no longer just a promotional moment for cosmetic brands. It reflects a deeper transformation in how beauty is understood, communicated, and consumed. Lipstick still sells colour, but in 2026 it also represents confidence, simplicity, and cultural meaning. For organizations like CPRS Toronto, this evolution reinforces a key lesson for modern communicators. Successful cosmetic PR is no longer defined by visibility alone, but by the ability to combine cultural insight, credible storytelling, and meaningful consumer relevance in a crowded and rapidly evolving beauty landscape.

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

Positive Media Day: Why the Stories We Choose Matter

By Lucy Luc

Spend five minutes scrolling through your phone and you’ll likely encounter a familiar mix of headlines: conflict, crisis, controversy, and uncertainty. Negative news often dominates our attention because, psychologically, humans are wired to notice threats and risks.

Yet researchers are increasingly asking a different question. What happens when media also highlights generosity, resilience, problem solving, and human connection?

Positive Media Day, observed on June 22, offers a timely opportunity to explore how constructive storytelling influences audiences and what communicators can learn from it.

The Rise of Positive Media Psychology

For decades, media research focused heavily on the harmful effects of media consumption. Scholars examined the impact of violent content, stereotyping, fear-based messaging, and sensationalized news coverage.

More recently, researchers have begun exploring media’s ability to create positive outcomes.

This area of study, known as Positive Media Psychology, emerged from positive psychology, a field pioneered by Martin Seligman and Mihaly Csikszentmihalyi. Their work shifted attention toward understanding the factors that help individuals and communities thrive, including optimism, resilience, wellbeing, empathy, and social connection.

Media psychologist Pamela Rutledge describes positive media psychology as an effort to understand “how people benefit” and “how we can make it better.” Rather than focusing exclusively on media’s risks, researchers are examining its potential to strengthen communities, support wellbeing, and encourage positive social behaviour.

This perspective feels particularly relevant today as communicators navigate an increasingly crowded and often polarized information environment.

Why Certain Stories Stay With Us

Think about the last film, documentary, or news story that genuinely moved you.

Perhaps it featured a community rallying around a family in need. A young person overcoming barriers. A volunteer dedicating years to a local cause.

Chances are the story stayed with you long after it ended.

Researchers call this emotional response “elevation.”

In a landmark study, media scholar Mary Beth Oliver found that meaningful films frequently generated feelings of elevation when audiences witnessed acts of kindness, sacrifice, gratitude, loyalty, or moral courage. Participants reported feeling inspired, emotionally moved, and motivated to become better people themselves.

As Oliver and her colleagues observed, meaningful media experiences were associated with a stronger desire to “be a better person” and to do good for others.

That finding is significant for communicators because it demonstrates that stories can shape behaviour, not just awareness.

A powerful story can encourage people to volunteer, donate, support a cause, participate in their community, or simply approach others with greater empathy.

From Fear to Possibility

One of the most well-known concepts in media research is “mean world syndrome,” which suggests that heavy exposure to negative news can lead audiences to perceive the world as more dangerous than it actually is.

Emerging research suggests an alternative outcome is also possible.

A study led by researcher Karl Aquino found that people who were exposed to stories demonstrating extraordinary kindness became more likely to believe that generosity and goodness exist in the world. The stronger the feeling of elevation, the stronger their perception that people are generally caring and compassionate.

That shift in perspective matters.

People who believe positive change is possible are often more willing to engage with their communities, collaborate with others, and contribute to solutions. Stories do not simply describe reality. They help audiences interpret it.

For communicators, this serves as an important reminder that every narrative leaves an impression beyond the immediate message.

Positive Media in a Canadian Context

Across Canada, there is growing appetite for stories that move beyond identifying problems and begin exploring responses.

We see this in coverage of Indigenous leadership initiatives, community organizations supporting newcomers, local sustainability projects, youth advocacy efforts, and social enterprises tackling complex challenges.

These stories resonate because they provide something audiences increasingly seek: evidence that progress is possible.

Constructive stories do not avoid difficult realities. Instead, they expand the conversation by showing how people, organizations, and communities are responding.

In a communications landscape where trust remains fragile, this approach can create a stronger sense of credibility and engagement.

Audiences want honesty. They also want context, perspective, and a reason to stay engaged.

What This Means for Communicators

Positive media should not be confused with positive spin.

Audiences are remarkably skilled at identifying content that feels overly polished, performative, or disconnected from reality. Constructive storytelling works because it acknowledges challenges while exploring solutions, lessons learned, and human experiences.

For communications professionals, this presents several practical considerations.

When developing stories, ask whether the narrative highlights meaningful impact rather than simply activity. Look for opportunities to elevate voices that demonstrate resilience, leadership, collaboration, or innovation. Consider whether audiences will leave with a deeper understanding of both the challenge and the path forward.

Most importantly, focus on people.

Research consistently shows that stories grounded in authentic human experiences create stronger emotional engagement than statistics or organizational messaging alone.

The stories audiences remember are rarely the ones filled with corporate language. They are the stories that help people see themselves, their communities, and their shared humanity.

Looking Ahead

Positive Media Day is ultimately a reminder that storytelling carries influence.

Every article, campaign, social media post, and media interview contributes to how audiences understand the world around them. While communicators cannot control every headline, they can influence how stories are framed, whose voices are included, and what possibilities audiences are invited to consider.

The strongest stories do not simply capture attention.

They build understanding.

They create connection.

And occasionally, they leave people feeling inspired to make a difference themselves.

In an era where attention is increasingly difficult to earn and trust is increasingly difficult to maintain, those outcomes may be more valuable than ever.

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

 

Father’s Day vs. Mother’s Day Campaigns: What Canadian Communicators Can Learn from the Stories We Tell

By Lucy Luc

Every June, Father’s Day arrives with familiar images. Retail flyers promote barbeque accessories, tools, golf equipment, and novelty gifts. Social media fills with dad jokes and lighthearted content celebrating fathers and father figures.

Just a few weeks earlier, Mother’s Day campaigns looked very different. Advertisements focused on gratitude, sacrifice, love, and emotional connection. Flowers, jewelry, spa experiences, and heartfelt messages dominated the conversation.

As communicators, these differences are worth paying attention to. They reveal not only how brands market to consumers, but also how storytelling shapes public perceptions of caregiving, family, and identity.

Father’s Day offers an opportunity to reflect on how narratives evolve and what public relations professionals can learn from them.

The Origins of Two Celebrations

In Canada, Mother’s Day is celebrated on the second Sunday in May, while Father’s Day takes place on the third Sunday in June. Both holidays were created to recognize the important role parents play in shaping families and communities.

Mother’s Day was officially recognized in the United States in 1914 following the efforts of Anna Jarvis and quickly gained popularity across North America. Father’s Day followed a different path. Inspired by Sonora Smart Dodd in 1910, it took decades before receiving the same level of recognition and commercial attention.

Although both celebrations were founded on appreciation and gratitude, the stories built around them have developed quite differently.

Why Do the Campaigns Feel So Different?

Historically, Mother’s Day campaigns have focused on emotion. Brands often position mothers as selfless caregivers whose contributions deserve recognition and reward. Marketing messages frequently highlight love, sacrifice, nurturing, and family connection.

Father’s Day campaigns, meanwhile, have often leaned toward humour and practicality. Fathers are commonly portrayed as handy problem solvers, sports enthusiasts, grill masters, or providers. Gifts marketed to dads tend to emphasize utility rather than sentiment.

Research has consistently shown that consumers spend significantly more on Mother’s Day than Father’s Day. This spending gap reflects not only purchasing habits but also the way each holiday has been positioned by brands over time.

For public relations professionals, this demonstrates a fundamental principle of communications. The stories we repeatedly tell influence how audiences understand people and their roles in society.

A Changing Canadian Reality

The traditional narratives surrounding parenting no longer fully reflect the reality of many Canadian families.

According to data from Statistics Canada, fathers today are spending more time engaged in caregiving and household responsibilities than previous generations. Family structures have also become increasingly diverse, including single parent households, blended families, same sex parents, multigenerational households, and families supported by grandparents, guardians, mentors, and caregivers.

As Canadian society evolves, audiences increasingly expect brands and organizations to reflect these realities in their communications.

This shift is particularly important for public relations practitioners. Audiences are quick to recognize messaging that feels outdated or disconnected from lived experiences. Authenticity matters more than ever.

How Brands Are Rethinking Father’s Day

Over the past decade, many organizations have started moving away from stereotypical portrayals of fathers.

Instead of focusing solely on humour or practical gifts, campaigns increasingly showcase fathers as caregivers, mentors, emotional supports, and active participants in family life. These stories resonate because they reflect the experiences many Canadians see in their own families and communities.

Successful campaigns are not abandoning humour altogether. Rather, they are creating a more balanced narrative that recognizes the complexity of modern fatherhood.

This evolution highlights an important lesson for communicators. Representation is not simply about visibility. It is about accuracy. When people recognize themselves in a story, they are more likely to engage with it, trust it, and remember it.

The PR Lesson Behind the Campaigns

For public relations professionals, Father’s Day and Mother’s Day offer more than seasonal marketing opportunities. They provide a case study in how cultural narratives are created and reinforced.

Every campaign communicates values. Every message reflects assumptions about audiences. Every story has the power to shape perceptions.

When developing campaigns, communicators should ask:

• Are we reflecting the realities of the communities we serve?
• Are we relying on assumptions or insights?
• Whose voices are included in our storytelling?
• Are we creating opportunities for audiences to see themselves represented authentically?

The strongest communications strategies begin with understanding people, not stereotypes.

Looking Ahead

As Canada continues to become more diverse and inclusive, expectations for meaningful storytelling will continue to grow. Audiences increasingly seek campaigns that reflect real experiences, real relationships, and real communities.

Father’s Day reminds us that effective communications are not about fitting people into familiar narratives. They are about uncovering the stories that already exist and telling them with authenticity, empathy, and purpose.

At CPRS Toronto, we recognize that public relations is ultimately about human connection. Whether we are communicating on behalf of organizations, communities, or causes, our responsibility is to tell stories that reflect the people behind them.

This Father’s Day, we celebrate fathers, father figures, mentors, and caregivers across Canada whose everyday contributions help shape stronger families, workplaces, and communities. Their stories deserve to be heard, not because they fit a stereotype, but because they reflect the many ways care, leadership, and support show up in our lives every day.

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

National Handshake Day: Why Human Connection Still Matters in an AI-Powered World

By Lucy Luc

The handshake is one of the oldest forms of human connection.

Historians trace the gesture back thousands of years, where extending an open hand signaled peaceful intent and mutual trust. Long before LinkedIn requests, Zoom meetings, or AI-generated introductions, a handshake represented something simple yet powerful: “I see you, and I am willing to connect.”

Today, National Handshake Day offers an opportunity to reflect on how networking and relationship building have evolved in a world increasingly shaped by technology.

Artificial intelligence can write emails, summarize meetings, and suggest professional connections. Social media platforms allow us to connect with people across continents in seconds. Virtual events have removed geographical barriers that once limited networking opportunities.

Yet despite these advances, many professionals are rediscovering something that technology has not been able to replace: the value of being in the same room.

The Connection Paradox

For the first time in history, we are more connected digitally than ever before.

At the same time, many people report feeling increasingly disconnected from one another.

This paradox has become particularly noticeable among younger professionals who entered the workforce during or shortly after the pandemic. While they are highly skilled at using digital platforms, many missed opportunities to develop confidence in face-to-face networking and relationship building.

Research published in 2026 found that 69% of Gen Z professionals reported technology had made them feel more isolated at work. The same research found that networking remains critical to career growth, yet many professionals feel uncertain about how to navigate networking in today’s environment.

The challenge is no longer access to people.

The challenge is building meaningful relationships.

Why Face-to-Face Interactions Still Matter

Technology is incredibly effective at helping us find people.

Trust, however, is built differently.

When we meet someone in person, we process information beyond words. We observe body language, tone of voice, eye contact, enthusiasm, and countless subtle social cues that help us determine credibility and connection.

Networking experts often point to what digital interactions struggle to replicate: spontaneity.

A LinkedIn message is intentional.

A conversation while waiting for coffee at a conference is unexpected.

Some of the most valuable professional relationships begin not during formal presentations, but during casual conversations between sessions, shared meals, or introductions made through mutual contacts.

Those moments create what researchers call serendipitous encounters, opportunities that rarely emerge through algorithms and targeted searches alone.

As organizers of Tech Summit Vienna 2026 noted, “Digital tools offer us reach, but in-person interaction remains the ultimate tool for impact.”

Networking Has Changed. It Has Not Disappeared.

One misconception is that networking today requires choosing between online and offline relationship building.

The reality is that successful professionals are increasingly combining both.

Recent Canadian workforce research found that networking now happens across multiple channels:

• 83% of job seekers attend in-person networking events.
• 82% build relationships through informal conversations such as coffee chats or dinners.
• 75% use platforms such as LinkedIn and Meetup.
• 71% participate in virtual events and webinars.

The most effective networkers are not abandoning technology. They are using it strategically.

Digital platforms help identify opportunities, maintain visibility, and continue conversations. In-person interactions deepen those relationships and create the trust needed for long-term collaboration.

Think of it as a modern networking cycle.

A LinkedIn connection leads to a coffee chat.

A conference conversation leads to an online follow-up.

A virtual meeting leads to an in-person collaboration.

The strongest professional relationships often move seamlessly between both worlds.

What the Data Says About Human Connection

The return of in-person networking is not driven by nostalgia.

It is driven by results.

Recent studies found that 77% of professionals still consider in-person events the most effective networking channel. Approximately 75% of customers report preferring face-to-face interaction when making important decisions.

The impact extends beyond networking events.

Research has shown that 84% of business-to-business deals begin through referrals, while 71% of organizations report winning business through face-to-face networking opportunities.

One study from the Journal of Experimental Social Psychology found that requests made in person were up to 34 times more successful than identical requests made through email.

The findings point toward a consistent conclusion: relationships remain one of the most valuable forms of professional capital.

Lessons for Communicators

For public relations professionals, National Handshake Day serves as a reminder that communications has always been rooted in relationships.

Technology has transformed how messages are delivered, but trust still develops through authentic human interaction.

This becomes particularly important as artificial intelligence becomes more integrated into daily communication practices.

AI can help draft content, analyze data, and improve efficiency. What it cannot replicate is genuine curiosity, empathy, emotional intelligence, or the trust that develops when people share experiences together.

The future of communications is unlikely to be fully digital or fully in person.

Instead, success will come from understanding when each approach is most valuable.

Use technology to expand your reach.

Use in-person interactions to deepen relationships.

Use digital platforms to maintain connections.

Use face-to-face conversations to strengthen them.

Looking Ahead

National Handshake Day is not really about a handshake.

It is about what the gesture represents.

In an era defined by artificial intelligence, automation, and constant digital communication, human connection has become more valuable, not less.

The professionals who thrive will not necessarily be those with the largest online network or the most advanced technology.

They will be the ones who understand how to turn connections into relationships, conversations into trust, and introductions into meaningful opportunities.

Because while technology may continue to change how we meet, people will always remember how we made them feel when we did.

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

As the communications profession continues to navigate rapid technological change, growing stakeholder expectations and an increasingly complex trust landscape, the role of PR practitioners is expanding in new and meaningful ways. For our June edition of In Conversation With blog series, we connected with Vanessa Eaton, President of Proof Strategies. A respected communications leader, Vanessa has helped shape some of Canada’s leading conversations around trust, reputation and strategic communications through her work at Proof and the development of the CanTrust Index.

We spoke with Vanessa about how the profession has evolved beyond traditional media relations, why trust remains one of the most important currencies organizations can earn, and how communicators can continue to create value in an era increasingly influenced by AI. From the growing importance of business acumen to the need for deeper strategic counsel, Vanessa shares her perspective on the forces shaping the future of communications and what practitioners can do to stay ahead.

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

Earlier in my career, PR was often synonymous with media relations and managing the message. While this is still an important aspect of our role, the value we bring is much broader. Earning trust, moving people to action, and building and protecting corporate and brand reputation is complex work and what we do best. Understanding the business context—what makes an organization or business succeed—is also important to better inform the counsel we bring.

In this role, my work has evolved from doing to advising to leading—from being a PR specialist to becoming a communications strategist with a broader view of the expertise we can bring and impact we can make. As strategic communicators, we bring the big picture, judgment, and the human (relations) lens. With this perspective, we can unify people and expertise.

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

Things are moving faster, expectations are higher, and the environment is even less predictable. Business leaders are under more pressure to make an impact faster. Issues are higher stakes; trust is harder to earn and much easier to lose; attention is fragmented; and organizations are expected to connect with audiences across more channels in an ecosystem increasingly shaped by AI-driven feeds.

This is an ongoing shift and a major opportunity for our industry to show more value. We are growing our expertise in communication strategy, PR, marketing, and public affairs to solve more complex challenges that require broader expertise.

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

First, trust. We’re operating in a trust deficit, and it’s likely this will continue for some time. Trust is foundational: it’s essential for healthy societies to function and for businesses to succeed. As communicators, we play a critical role in helping organizations earn or rebuild trust.

Second, AI and the evolving role of our human (relations) expertise. Used well, AI can amplify our expertise and capacity. We need to focus more on guiding C-suite and key stakeholders through this incredibly complex time as professionals who bring a human lens and who specialize in knowing how to capture attention, earn trust, and move people to action in meaningful and measurable ways.

Third, technology shifts and growing complexity will force our profession to lean more into strategy—which has always been the value we bring—over transactional or tactical work, which in many cases will be done by AI. In this, we must focus more on outcomes (over outputs) and provide proof that our work is driving real impact.

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

Don’t stop learning.

Stay anchored in human experience and stay curious.

Embrace AI as an enabler. It’s not replacing our expertise; it’s expanding it.

Disclosure: Answers drafted by Vanessa Eaton in her own words and thinking, with AI used as an editing tool.

About CPRS Toronto’s In Conversation With blog series

Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.

If you would like to share your story or nominate a colleague, please contact us at communications@cprstoronto.com.

Why Inclusive Communication Is No Longer Optional

By Anmol Harjani

June is recognized globally as Pride Month, a time dedicated to celebrating diversity, inclusion, representation, and equality across communities and workplaces.

In today’s professional environment, inclusion is no longer reflected only through policies or campaigns. Increasingly, it is reflected through communication.

The way organizations communicate internally and externally now shapes how employees, clients, and audiences perceive workplace culture, trust, and credibility.

People are paying closer attention to how communication makes them feel.

Modern audiences do not only evaluate what organizations say. They evaluate whether communication feels respectful, accessible, thoughtful, and inclusive.

This shift has transformed inclusive communication from a branding initiative into a professional necessity.

For years, many organizations approached inclusion through awareness campaigns or carefully crafted public statements. While these efforts increased visibility, they often overlooked a deeper issue: communication itself can unintentionally exclude people.

Sometimes exclusion is obvious. More often, it is subtle.

Complicated corporate language, inaccessible messaging, generic representation, or emotionally disconnected communication can create distance between organizations and the people they hope to connect with.

Inclusion today is increasingly tied to clarity and empathy.

Employees want communication that feels human rather than performative. Audiences value sincerity more than polished statements. Clients notice whether organizations communicate consistently or only during socially visible moments.

What matters most is authenticity.

Inclusive communication is not limited to external campaigns. It is reflected in leadership messaging, internal communication, workplace participation, hiring language, and everyday interactions.

Small communication choices often shape workplace experiences more than organizations realize.

For example, unclear communication can leave employees feeling disconnected or excluded from important conversations. Jargon-heavy messaging can create confusion instead of alignment. Communication that lacks empathy can quietly weaken workplace trust.

In many ways, communication determines whether people feel included long before policies do.

The rise of hybrid and digital workplaces has made this even more important. Organizations now communicate across different backgrounds, cultures, time zones, and lived experiences more than ever before.

As a result, communication strategies built around uniformity no longer work effectively.

People expect awareness. They expect transparency. Most importantly, they expect sincerity.

Inclusive communication is ultimately not about perfection.

It is about intentionality.

Because in modern workplaces, communication is no longer only about delivering information.

It is about creating connection, trust, and belonging.

Key Takeaways

• Inclusive communication has become an essential workplace and business practice.

• Audiences increasingly evaluate organizations through tone, accessibility, and representation.

• Inclusion extends beyond campaigns and is reflected in everyday communication practices.

• Clarity, empathy, and authenticity are becoming critical communication skills.

• Performative communication is losing effectiveness as audiences prioritize sincerity.

• Strong communication cultures help organizations build trust and stronger professional relationships.

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 New Rules of Professionalism Nobody Officially Talks About

By Anmol Harjani

June 1 to June 7 is recognized as National Business Etiquette Week, a time that highlights professionalism, workplace behavior, and communication in professional environments.

However, professionalism today looks very different from what it did even a few years ago.

For a long time, professionalism was associated with formal attire, polished language, punctuality, and maintaining clear workplace boundaries. But somewhere between hybrid work, endless notifications, virtual meetings, and burnout culture, the definition quietly changed.

Today, professionalism is increasingly measured through communication.

The modern workplace runs on emails, video calls, instant messaging platforms, and digital collaboration tools. As a result, workplace impressions are no longer formed only in meeting rooms. They are formed through response times, tone of communication, clarity, and emotional awareness.

In many ways, communication has become a reputation.

This shift has created entirely new professional anxieties. Employees overthink punctuation in emails, worry about sounding “too direct,” and feel pressure to remain constantly available online.

Being accessible at all times is often mistaken for professionalism, even when it contributes to exhaustion.

Ironically, workplaces now communicate more than ever before, yet many professionals feel less connected and more overwhelmed. Notifications replace focus. Urgency replaces clarity. Meetings replace meaningful decision-making.

One of the biggest workplace challenges today is communication fatigue.

Many professionals spend entire days responding rather than communicating intentionally. The pressure to always appear productive has created environments where visibility matters more than clarity.

But effective communication is not about constant activity.

It is about precision, consistency, and awareness.

Clear communication reduces confusion, strengthens trust, and improves collaboration. Employees remember leaders who communicate calmly during uncertainty. Teams function better when expectations are transparent and realistic.

At the same time, workplace culture is shifting away from overly polished communication. Audiences and employees increasingly connect with communication that feels human rather than performative.

This does not mean professionalism is disappearing. It means performative professionalism is becoming easier to detect.

Corporate jargon, scripted messaging, and excessive formality often create distance instead of trust. Emotional intelligence, empathy, and adaptability are now becoming essential professional skills.

The workplaces that will stand out in the future are not necessarily the loudest or the most polished. They will be the ones that communicate intentionally.

Because professionalism today is no longer defined only by appearance or etiquette.

It is reflected in how people create clarity, manage conversations, respect boundaries, and communicate under pressure.

Key Takeaways

• Professionalism today is increasingly defined through communication, clarity, and emotional intelligence.

• Digital etiquette has become an important part of workplace reputation.

• Constant availability should not be mistaken for productivity or professionalism.

• Clear communication improves trust, collaboration, and workplace culture.

• Audiences and employees increasingly value authentic and human-centered communication.

• Modern professionalism depends on adaptability, awareness, and intentional communication.

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.