NEW PERSPECTIVES

  • Jessica Rabaey
  • No Comments

In conversation with recruitment master, Roxanne Cramer
1200 612 Jessica Rabaey

Written by: Manasi Sohoni, Student Volunteer 

Showing kindness, and going the extra mile, is Roxanne Cramer’s advice for a successful career in the communications industry. 

On July 22, Roxanne will join CPRS Toronto’s career development event as a guest speaker. Before the event, I had the pleasure of interviewing this Toronto-based career guru who has more than 25 years of industry knowledge as a recruiter. She has supported companies with hiring in the fields of communications, public affairs, marketing, investor relations and social media. Roxanne converted her passion for recruitment into an incredible opportunity for herself when she started CCC academy in 2012, a premier career coaching academy.

As an entry-level public relations professional, myself, I asked her what philosophy she follows while recruiting. Her reply was simple,“I would never place a client in a company that they would regret being in or place a client with a company or person I am not familiar with.”

With such vast experience in recruiting, Roxanne has seen many different hiring trends throughout the years. From the time people used to mail their resumes to faxing them to emailing them to now when online interviews have taken precedent, she knows the industry inside out. Roxanne enjoys career coaching immensely; her favourite part is seeing communicators succeed and get promoted in their jobs. 

She further mentioned, “Communicators don’t believe they can be CEOs, but when they do, it is pretty amazing, they start to think of communications as an integral part of their business.”

Wishing to be a CEO in the communications industry myself someday, I wanted to understand what specific skills will help me achieve this. When asked this, the answer came easily to Roxanne. She feels that good writing skills play an integral part in the communications industry and has been a recurring element that recruiters look for. 

Hearing the eagerness in my voice about this topic, she shared a piece of advice that has helped her become the entrepreneur she is today:

“Always remember business is business. I know sometimes emotions get in the way but try to look at it from a business perspective and then do what is right in your heart.” 

While talking to her, it’s easy to see she loves what she does. Her passion for her own career is reflected in the guidance she provides to her clients.  

To learn more about Roxanne’s best practices, tips and examples on how to land a job during this “new normal” era, join CPRS Toronto’s virtual Career Development event on July 22.

  • Jessica Rabaey
  • No Comments

Supporting the Black Lives Matter movement
1024 512 Jessica Rabaey

At CPRS Toronto, we know there is important work to be done. As mentioned in our earlier blog post, we stand against racism and all forms of discrimination. We are listening, we are learning and we are committed to promoting equality. While we reflect internally on what we can do as an organization, we have compiled a list of learning resources to help educate our members and amplify Black voices.

Below, you’ll find a collection of resources to help develop your involvement with the Black Lives Matter movement.

Arefeh Ghane’s #BlackLivesMatter presentation:

Canadian publications:

From Rachel Cargle, American Historian and Archivist: 

Articles relating to influencer-relations:

Books

Other:

  • Films to understand black stories via Cineplex 
  • Black-owned fashion labels and clothing stores via GQ 

We understand that the list above is not comprehensive of all resources on this topic. If you have other articles and online resources to share, please email us at communications@cprstoronto.com.

  • Jessica Rabaey
  • No Comments

What are Toronto PR agencies doing during the COVID-19 lockdown?
150 150 Jessica Rabaey

Written by: Michelle Dias, Director of Professional Development, CPRS Toronto

Since the pandemic lockdown, some agency clients quickly ramped up communications while others turned off campaigns entirely. Toronto-based public relations agencies have followed. Agencies working in the healthcare sector, pharmaceuticals and those representing essential work such as grocery stores or the food sector, have been working tirelessly to feed the news cycle with information on how their clients are supporting the pandemic.

For many agencies, they have either lost clients or had client work put on hold as businesses slow down or halt altogether. The most impacted agencies reflect the hardest hit industries: the travel and hospitality sector, sports and entertainment, plus those associated with in-person retail. Postponed or cancelled events have impacted influencer-related work, a large component of the work for many Toronto-agencies, working with and representing influencers.

The consumer and media space in Toronto for the last 10 years has been healthy and vibrant despite the shutdown or reduction of media outlets. PR events, product launches and partnerships have continued to thrive as a source of content.  Until a vaccine is made widely available and industries begin to reopen, agencies across Canada will continue to do their best to remain creative and resilient with innovative content series or colleague incentives.

Hill+Knowlton Strategies Canada (H+K) is a leading public relations and public affairs firm providing services to local, multinational and global clients from its eight offices across the country. Sampling from John Krasinski’s “Some Good News” video series, H+K has launched a weekly content series on Instagram that highlights “Happy Headlines”. The photo series shines a light on their clients and special work being done in the area of corporate social responsibility and Canadian culture during COVID-19. This simple yet thoughtful approach to storytelling is a positive break in the sometimes-bleak stories shown during this lockdown.

“In the midst of all the pandemic media coverage, we noticed that there was an increase in people searching for good news.  We were inspired by the creative ways our team, clients and people in our communities were finding ways to do good in these challenging times and wanted to do our part in lifting people’s spirits by sharing their stories.  Each week, our team crowd sources a series of Happy Headlines that celebrate positivity, good corporate citizenship and how Canadians are supporting each other.” Emilija Businskas, Vice President, Hill+Knowlton Strategies Canada

Toronto-based agency Pomp and Circumstance is led by co-partners Amanda Alvaro and Lindsay Mattick. The agency was recently featured in the Toronto Star for their colleague engagement program called, “#SoloBucketList”, where colleagues are encouraged to learn a new hobby or skill not necessarily related to client work. In the case of agency-partner Lindsay Mattick, she has been spending time in quarantine perfecting new and challenging recipes. The agency offers a $500 bursary fund to help employees get started on their #SoloBucketList. This unique initiative goes a long way for the small agency that thrives on creativity.

“We have always encouraged our team to be creative and adventurous and to keep a bucket list of desired experiences close to them. We do this because we believe that a thirst for the world fuels creativity, which in the field of PR is an essential client skill. When the limitations of COVID-19 set in, the #solobucketlist was our way of helping keep our team’s spirits up to enable them to do their best work. Our attempt at turning lemons, if you will, to lemonade.”  Lindsay Mattick, Co-Founder, Creative Director, Pomp & Circumstance.

Strategic Objectives (SO) is recognized for its out-of-the-box ideas when it comes to events and publicity in Toronto. Keeping in mind their clients’ social media objectives, SO recently launched a survey to 80 of Canada’s top influencers to learn how they were coping with the quarantine. The results showed that influencers are on pause as businesses begin to pick back up. Some positive highlights showed that there is still an appetite from audiences to receive inspirational or engaging content such as workouts, quizzes, and home décor tips. The well-thought-out survey unveils how content will pivot post-COVID and how influencers and agencies will need to adapt.

“Our creative approach to public relations has always been driven by strategy and that includes Influencer Marketing. We wanted to have the most timely, relevant, and meaningful insights to help guide us in making the best recommendations to our clients to achieve outstanding results,” says Judy Lewis, co-founder and partner, Strategic Objectives. “We have proven that there is tremendous power in Influencer Marketing if understood and managed in an authentic and strategic way.”

For many, the hope is that when the pandemic ends, and businesses begin to open, agency life will quickly resume to normal. Or a new version of normal.

Written by: Michelle Dias, Director of Professional Development, CPRS Toronto

  • Jessica Rabaey
  • No Comments

✨Membership Month Giveaway Contest
150 150 Jessica Rabaey

Contest Rules 

1. CONTEST PERIOD: The Membership Month Giveaway Contest  (the “Contest”) begins at 2 p.m. on March 6, 2020 and ends at 12 p.m. on March 31, 2020. (the “Contest Closing Date”). Purchase necessary.

2. ELIGIBILITY: This Contest is open to all entrants who comply with the following directives, entering the contest through Twitter.com:

  • Shares the original contest tweet using the hashtag #MembershipMonth
  • Tags another user in the comments section of the original post
  • Email communications@cprstoronto.com with the name of your school/workplace and tell us why you’d benefit from a free CPRS Toronto membership
  • Purchases a membership between March 6 and March 31
  • Must be a NEW CPRS Toronto member

3. HOW TO ENTER: Entrants must comply with the entry requirements included in the original tweet by the Contest Closing Date. Odds of winning depend on the number of eligible entries received by the Contest Closing Date. By entering this Contest, entrants agree to be bound by these Contest Rules and by the decisions of CPRS Torotno, which shall be final on all matters relating to this Contest.

4. PRIZES: The Contest winner will receive full reimbursement of their CPRS Toronto membership fee after purchase (Value of up to approximately $500). CPRS Toronto reserves the right to substitute a Prize, in whole or in part, with a prize of at least equal value in the event of the unavailability, for whatever reason, of the advertised Prize.

5. RANDOM DRAW: A random draw will be held on March 31 (the “Draw Date”) from among all eligible entries received as of the Contest Closing Date. The winner will be notified by Twitter through the account used for entry. If a selected entrant (i) cannot be reached within twelve (12) hours of the first attempt of contact or declines the Prize, the selected entrant will be disqualified and another entrant will be randomly selected from the remaining eligible entries.

6. GENERAL RULES: All entrants release and forever discharge CPRS Toronto (the “Releasees”) and their officers, directors, employees and volunteers from all claims, demands, damages, actions and causes of action arising or to arise by reason of his/her participation in the Contest and/or the administration of the Contest, including, without limitation, the selection and awarding of the Prizes. The Releasees shall in no way bear any liability whatsoever regarding the Prize. In no event shall the Releasees be liable for any special, incidental, consequential, indirect or punitive damages arising out of or in connection with this Contest and/or the Prize, however arising, including negligence.

7. APPLICABLE LAWS: This Contest is subject to all applicable federal, provincial and municipal laws.

  • Jessica Rabaey
  • No Comments

The power of networking
1920 1280 Jessica Rabaey

Walking into my first day of class for my postgraduate PR program, I remember feeling a wave of nervousness and excitement fill the air. Our instructor quickly ushered for the classes’ attention, kicking things off with an introduction — a photo of a grad appeared on the projector screen. She assured us that in eight short months, we would have all the skills and training we needed to embark on our own journey in the PR world.

As we moved on to the next slide, our instructor left us with some important advice — “be a B+ student and an A+ networker.” Although we were certain to gain a lot of knowledge and tools in the classroom, she urged us to seek out professional development opportunities beyond those four walls.

Since that day, I’ve tried my best to live by her advice and want to share insights about how networking can benefit other students as well.

Here are five reasons to start networking:

It creates a sense of belonging to a community

When you first start attending events and scheduling meetings, it’s easy to feel like a stranger behind the glass window looking in. Over time, this fear will dispel as your networking confidence grows. Most industry professionals are more than willing to provide honest answers, share words of advice and squash fears.

Through networking you can build meaningful connections. While the industry feels large at times and there’s a lot to discover, it’s nice having people rooting for you, who genuinely want you to succeed.

It reminds you learning is lifelong and opportunities are endless

Hearing others speak about their most profound realizations, memorable moments and turning points during their careers can remind you that everything will be alright. Often the best experiences happen unexpectedly and uncertainty is what keeps you excited, on your toes and ready to take on the world.

Even if it might look a little different from those around you, the beauty of PR lies in its versatility and potential to navigate uncharted territory. The best practitioners are ones who are always learning and unlearning.

It opens a lot of new doors

Like anything good in life, putting yourself out there and giving a little can give you so much in return. From volunteer opportunities to freelance work and personal relationships, investing time to explore and see what’s out there, can open a lot of doors for your future. Networking connects you to invaluable allies, provides countless resources and prepares you to shift gears for the working world.

It provides a forum to realize and reflect on your own understanding

There are some lessons you can only really learn outside the classroom and networking is definitely one of them. Being in the company of professionals in the areas of journalism, marketing and analytics can provide depth your understanding and encourage you to wear different thinking caps.

Examining things through another lens shows you how PR can enhance and lift up so many other aspects of the world out there. Our challenge is to creatively tell those stories, build credibility with our audiences, and write the narratives by embedding ourselves into the conversation.

It gives you a taste for what’s next

Being a student comes with its fair share of challenges, and at times it can feel like your task-list is never-ending. Stepping outside your daily routine and walking through the doors of a brightly lit space toward friendly faces is the best motivation out there. During the weeks where you are looking for a light at the end of the tunnel, opportunities to change the pace can reset the mind and inspire you. Leading a thoughtful conversation or making a new acquaintance helps to throw some glitter into the air and anticipate what lies ahead.

Personally, I am so grateful for organizations like CPRS Toronto who work tirelessly to put on so many incredible learning experiences. I wholeheartedly recommend anyone interested to check them out — hopefully I’ll see you at the next one!

Written by James King, Student Volunteer, CPRS Toronto

James King is a postgraduate certificate student at Humber College studying in the public relations program and an avid CPRS Toronto student member. He enjoys reading a heartwarming book, capturing countless photos and savouring a good cup of coffee.

 

  • Jessica Rabaey
  • No Comments

Event Recap: ACE the ACE Awards
1920 1281 Jessica Rabaey

CPRS Toronto held its first ‘ACE the ACE Awards’ event on February 6, at the Weber Shandwick Toronto office. Last year’s winners from Weber Shandwick and DDB Public Relations gave the more than 40 guests key insights on how to come out on top at this year’s ACE Awards.

 

ACE Awards judging Chair Lisa Covens spoke first, giving an overview on how to apply for awards, as well as the desired submission format for entries. She also explained the judging process, giving key tips to potential entrants. Lisa explained that entries are judged based on completion of the R.A.C.E formula, writing quality and overall visual presentation. She also highlighted three important dates for this year:

  • February 23 –early bird submission deadline
  • March 15 –final submission deadline
  • May 21 – the ACE Awards Gala

After Lisa, both Weber Shandwick and DDB PR presented their ACE Award case studies which landed them their awards.

Weber Shandwick was honoured as the winner of Best Creative PR Campaign of the Year for their creative flair and passion behind #BuickStyle: The Ultimate Driving Shoe.

 

 

Rachel Hlinko, Senior Manager, Integrated Media and Melissa Graham, Senior Vice President and Deputy Head of Client Experience, explained Buick’s desire to appeal to younger women – an audience not traditionally familiar with automotive media.

Weber Shandwick’s award winning campaign linked Buick’s innovative design background with a growing appetite for design among the target audience. Influencers were invited to an event at a shoe making academy to participate in design conversations while creating custom shoes. Guests were chauffeured to and from the event in Buick vehicles.

Weber Shandwick and Buick also built a micro-site where people across Canada were able to create their own pair of shoes. They encouraged influencers to send their audiences to this microsite, creating a call to action which put the Buick brand in areas it hadn’t been before. As a result, the campaign surpassed its objectives and  -drove engagement among the target audience.

In 2019, DDB Public Relations/DDB Canada took home the trophy for Best PR Campaign of the Year for their memorable work on Digital Poppy Launch.

 

 

Julia Stein, Group Account Director of DDB Public Relations,  presented the Royal Canadian Legion’s digital poppy campaign.  DDB  focused on creating a highly shareable campaign and leveraged Influencers to increase donations.

DDB built MyPoppy.ca, giving people the option to purchase a digital poppy online and share it on social media. This highly engaging campaign encouraged donors to share their stories and start conversations. The average rate per donation through the digital system was ten times higher than with traditional donations.

With three weeks left in poppy season, DDB encouraged a number of high-profile Canadian influencers and celebrities to explain their personal connection to the poppy. Overall, the campaign was quite successful, shattering engagement expectations and growing the Poppy Fund exponentially.

MRP’s Jenny Cruxton made closing remarks, encouraging entrants to use MRP to evaluate their submissions.  She believed it would be a small but crucial part of the submission process.

Think you’ve got what it takes to win an award this year? Apply now!

 

Written by: Vince Guglielmi, Volunteer, CPRS Toronto

  • Jessica Rabaey
  • No Comments

How to communicate better in 2020
1200 800 Jessica Rabaey

For many people, a new year is the chance to polish up routines and kick bad habits. Typically, exercise regimes, healthy eating, and sleep patterns make up the bulk of focal points. In 2020, CPRS Toronto encourages professionals to work on their communication skills, too.

Whether you’re a student yearning to overcome any workplace wariness or a seasoned practitioner hoping to engage with anyone in the digital age, we’ve rounded up the best advice from across the industry.

Ready to become a strong communicator in 2020? Keep reading.

For students and young professionals

Have a strong sense of self-awareness

Before scrambling to assess whether your email etiquette or LinkedIn strategy is acceptable, it’s essential to look inward and consider self-awareness. If you have no idea what this even means, you have some work to do in the new year.

According to conflict resolution expert Aldo Civico, strong self-awareness has a direct correlation with effective communication. For communications students and young professionals, it’s critical to remember effective communication is, and always should be, two-way.

In 2020, young professionals can improve their communication skills by understanding their unique communication style. Several factors shape this, including beliefs, values, experiences, and preexisting biases. Being aware of these communication barriers is the first step to becoming a great listener. Once you have a grasp on yourself, you can begin transforming your relationships, and in turn, your communication ability. When in doubt, seek to understand, not just listen.

Rethink networking

Every young professional knows networking is vital to get ahead. Often times, the way people go about it feels unnatural and tough to sustain.

To discover job opportunities and make vital career connections, it’s important to network smart, not hard. According to Karen Wicke, author of Taking the Work Out of Networking: An Introvert’s Guide to Making Connections that Count, many students take the wrong approach when it comes to networking.

These days, there’s more job fluidity than ever. We just aren’t going to have the same professional networks our whole lives. In the book, Wicke refers to a quote from networking expert Ivan Misner. Misner argues, “Networking is less like hunting and more like farming.” For students, the idea that networking is transactional is flawed. Instead, young professionals looking to grow their network should see it as cyclical and ongoing, much like gardening or farming.

According to Wicke, the easiest way to rethink networking is to make it routine. “If you make a daily habit of being in touch with people, it’s not so scary when you need to do it,” she shared in an interview with Wharton University.

Chase what you’re interested in, not what’s popular

In a recent keynote by entrepreneurial mogul Gary Vee, he asserted, “Self-awareness and work ethic leads to happiness.” As a young PR student, I’ve fallen victim to following trends to keep up with everyone else, while keeping my interests on a far-away back burner.

You’ll never win playing a game that you don’t genuinely enjoy, and communications tactics are no different. For long term happiness in a dynamic playing field, don’t be afraid to forgo that high-paying position for something you know you’ll enjoy. Odds are, it’ll keep you playing longer.

For industry professionals

Choose the right channel, not just the ones you’re comfortable with

As a practitioner, it can be easy to stick with what communication channels feel comfortable over what’s up-and-coming, but this can be harmful. Today, the PR landscape looks vastly different than it did a few decades ago, and 2020 will be no different.

To be a stronger communicator in the new decade, professionals must understand what’s most effective for their professional and personal networks. In 2020, millennials (and increasingly more of Gen Z) will comprise roughly 50 per cent of the global workforce. By 2025, this is expected to rise to 75 per cent. For long-time practitioners, this is an open call to adopt channels that fit.

In the workplace, emphasizing mobile communication is more favourable for younger employees. Experts suggest the next decade will demand instant information, open transparency, and better approaches to collaboration. One of the best ways to tackle these is to adapt your communications strategy to make them work.

Take note of your non-verbal communication patterns

Experts agree that non-verbal communication is far more valuable than its verbal counterpart. Do you ever get the feeling someone is warm and inviting before they even speak? How about the opposite?

To avoid giving off the wrong message in 2020, take note of your posture, hand placement, smile, and eye contact. For example, good posture with a pleasant smile and uncrossed arms implies confidence. In contrast, poor posture and crossed arms suggests disengagement.

When working on non-verbal communication, a little improvement can go a long way!

Win at social media

If you’re stuck in a rut with your social media approach, don’t fret. The devices in our pockets are more powerful than ever.

In 2020, social media experts agree that consumption patterns will continue to change. The Facebook era is over. Instagram is commonplace. So, what’s next? Surprisingly, LinkedIn and TikTok are leading the game for organic reach.

For professionals wanting to get more reach and stand out, it’s time to give your social strategy a revamp. Content is king for a reason. Attracting eyes to your personal or professional platforms is difficult without a plan to get you there. For the new year, take time to assess your social media goals and work on developing a strategy that pushes content daily. For businesses in 2020, it will be challenging to reach new clients without it.

Written by: Alena Blanes, VP, Internal Affairs, CPRS Toronto Student Steering Committee

 

 

  • Jessica Rabaey
  • No Comments

5 things we learned from Passport to PR  
1197 651 Jessica Rabaey

Last week, Toronto public relations students made their way through the city to visit some of the biggest and best firms in the country. Led by Student Steering Committee members of Toronto’s Canadian Public Relations Society, Passport to PR is the perfect way to get a peek into the PR industry.

With nearly 100 registered students from Humber, Seneca, Centennial, Ryerson and the University of Guelph-Humber, it’s safe to say the event was a great success. 

Here are five things we learned from Passport to PR:  

1. Never stop learning

For many students, it’s easy to assume our education stops once we graduate. But according to the FHR squad, that way of thinking can be fatal. 

If you’re wondering how to stay relevant as you navigate the PR world, remember to stay curious. According to Amna Pervaiz, Associate Consultant at FHR, “If you’re not curious, then PR probably isn’t for you.” 

2. Be proactive–seriously

Whether it’s your dream to intern at an agency or shine in a corporate communications department, it’s imperative to plan ahead, stay organized and be proactive. 

Not only will it show employers you can be trusted with big tasks, but it also demonstrates you’re always thinking about your next move. In a fast-paced career like PR, that’s invaluable. 

3. Writing skills are EVERYTHING

If you haven’t heard it enough in class, here’s another reminder. According to Louis Payette, Director of Corporate Communications at Argyle Public Relationships, effective writing is the top skill employers are looking for when hiring. So, polish up your prose!

4. Culture matters 

If there’s one thing we took away from visiting the FHR office, it’s that culture matters–and they’re doing it the right way. From office-wide committees, to “Friyay’ socials and professional development opportunities, the FHR team proves great work comes from great people.

Over at Ketchum, their small Toronto team lets staff jump into whatever interests them most. For Ketchum, building a robust culture begins before you even get hired. Bottom line, if the hiring team doesn’t think you’re a good fit, you probably won’t land an interview.

5. Be a do-er

Starting an internship can be daunting. With so many names, accounts, and responsibilities to manage, it may seem tempting to take a back seat. But good things never come from comfort zones. If you want to impress your team, make clients love you and to move up the ranks, you must be a do-er. Put your hand up for everything. Take initiative and always come prepared. Your future self will thank you. 

PR is a fantastic opportunity to meet and chat with industry professionals, connect with like-minded students and navigate the industry’s many paths. For students looking to grow their network, it’s the best and easiest way to make it happen. 

Thank you to Argyle Public Relationships, Ketchum, FHR and all of the PR agencies and corporations for providing insight and welcoming us into your offices. I would also like to extend my thanks to Group B and my fellow CPRS Student Steering Committee members for organizing and executing this event. 

Until next time. 

Written by: Alena Blanes, VP, Internal Affairs, CPRS Toronto Student Steering Committee

  • Jessica Rabaey
  • No Comments

Event Recap: 2019 Annual General Meeting (AGM) and Cision panel
912 608 Jessica Rabaey

In case you missed it, this year’s CPRS Toronto Chapter Annual General Meeting took place at the end of September at the National Club in Toronto. The purpose of the AGM is to bring current and new members together to reflect on the past year’s activities, successes and workshop opportunities to better the chapter. There were over 80 participants, including many new faces from local PR schools who came out to learn more about CPRS Toronto.

Traditionally, the AGM is focused on the formalities of the organization’s charter. This year, in addition to the formalities of the president’s address, treasurer’s report, committee reports and other announcements regarding by-laws, the audience was treated to a panel discussion hosted by Cision Canada. Cision Canada is a long-time sponsor of CPRS Toronto, and supporter of PR professionals day-to-day via media monitoring and wire services.

Breaking Down the State of the Media

Cision’s panel focused on their 10th annual State of the Media Report, which surveyed 1,999 journalists from all over the world. The report painted a clear picture that the past 12 months have been challenging for the media.

Jeff Vanderby, Senior Manager, Product Marketing (Global Markets), Cision, moderated the discussion with two knowledgeable and distinguished panelists:

 

Joe Chidley – Editor, Content Works and Columnist at the Financial Post

Julia McEwen -Editor, Producer, Stylist

The level of distrust in the media has lessened. Will trust in the media continue to grow?

(Joe): Trust in the media is like a wave, it comes and goes. Social media tends to give people what they want to read and what they agree with, this raises a certain level of distrust.

Journalists see the ability to bypass traditional media through influencers and particularly through social media as a huge threat. Sponsored content has become more sophisticated and transparent since it comes from publishers. Rules have been laid out across the industry to distinguish commercial content from editorials. Sponsored content is generally clear, prominent and visible. It is required in magazines because the ad dollars are spent on social media to promote posts and influencer campaigns. Initially, a lot of sponsored content was being received from marketing departments but this is changing. We’re seeing more and more content coming from public relations practitioners.

What is the role of data and how do journalists and editors choose which stories to cover?

(Joe): Data assists in providing journalists and editors information on how the content they publish has performed which in turn, helps them curate and share information that is more popular with their viewers.

How can public relations be a lifeline for journalists?

(Julia): Relationships and relevance are key. Maintenance of relationships and effective communication contribute to the growth of both industries. It’s important that new public relations professionals try to build these relationships with journalists by seeking all relevant information at once other than going back and forth.

CPRS Toronto plans to keep hosting networking opportunities and professional development events in 2019-2020, providing members facetime with their peers and leading professionals in the public relations industry.

Written by: Sakina Adnan, Volunteer, CPRS Toronto

  • Jessica Rabaey
  • No Comments

Staying on top: How The Canadian Press adapts to the digital mediascape
150 150 Jessica Rabaey

Communications professionals, PR practitioners and marketers need to know how to deliver engaging, visual content to audiences across multiple platforms if they intend to stay relevant in today’s competitive digital landscape. 

CPRS Toronto sat down with Andrew Lundy, Vice President, Digital at The Canadian Press to try to understand how they’ve managed to successfully adapt and stay on top of the changing digital landscape for 100 years and counting. 

CPRS: Before the evolution of technology, what methods did CP use to amplify messages and reach wider audiences?

CP: In the early 1920s, CP began linking Canada coast to coast via telegraph lines. In 1952, CP’s Photo Network started transmitting photos via wire between Toronto and Montreal. After 25 years, laser transmitters were employed to send photos followed by delivering news via satellite in 1986. More recently, CP overhauled its corporate web site to create a more effective marketing platform for its which has paid off in new leads and new business.

The Canadian Press now offers professional copy writing, photography, videography & information design to marketing and PR clients through our custom content studio in the same way you would expect from an agency. It’s kind of an agency for agencies and the quality of work coming out of it is absolutely stunning.

 

Prime Minister Winston Churchill of Great Britain welcomes the Rt. Hon. W.L. Mackenzie King, Prime Minister of Canada, on the occasion of Mr. King’s visit to London in September, 1941. (CP PHOTO)

CPRS Toronto: How did The Canadian Press transition into adopting the new era of technology, and what services were first introduced?

CP: With the advent of computers, CP operated off a mainframe in its Toronto office as early as 1967, and we were the first in Canada to employ computers in the newsroom to an evolution we introduced in 1972. In 1997, we jumped on the internet to deliver news stories and photos and in 2015, the last of our clients shuttered their satellite dishes in favour of our faster and more effective online content delivery.

Today, we host custom infographics, animated graphics and information design tools produced by both our newsroom and our custom content studio. Our clients can pop the embed codes in their CMS and provide their audience with a rich, interactive experience at a fraction of what it would cost to produce a one-off.

 

Canadian Prime Minister Jean Chretien and United States President Bill Clinton (right) point to reporters during a joint news conference after meeting in Ottawa on Parliament Hill, Friday, October 8, 1999. (CP PHOTO/Fred Chartrand)

CPRS Toronto: What are your insights on using digital content/photography to strengthen messages? How much more or less effective is it?

CP: Today, digital content has the potential to reach audiences both widely and deeply. Online distribution via the internet and sharing platforms like social media can expand the reach of our content to levels only dreamed of 25 years ago. Digital also allows us to create and to employ more than just text and photos in delivering information. 

Photography itself is critical to creating engaging content. We know, for instance, that a tweet with a bold image will generate far more shares and likes than just a straight text tweet.

While text and photos remain the backbone of our service, we also use static and interactive graphics, audio and video to tell our stories in more compelling ways and users spend more time consuming that content. 

CP employs social platforms to reach both the public and our clients directly. We promote our top stories on our client sites via Twitter and Facebook. We showcase our best photography via our Instagram account. 

The content we produce through our custom content studio can be tailored to fit any format or platform our clients need, from social to video to blog and everywhere else.

 

 

How do you tackle ‘fake news’ that is shared across various digital media platforms? How is this monitored to ensure your clients’ best interests?

CP: Long before ‘fake news’ became a common term, CP led the way in Canada in ferreting out misinformation and ensuring our content was accurate and complete. Today we know many of our clients look to us to before they post one of their own, and few are willing to break news until CP has confirmed it via email alerts and tweets. We are the country’s seal of approval for news. 

In addition, we have discussed playing a role with some of the larger digital players to perform formal, regular fact checks to keep their platforms free from fake content. 

We use a variety of methods to achieve this goal including: 

  • Social media monitoring
  • Original reporting
  • Insisting on multiple sources and original data for stories

Any custom content we produce through our studio is white label and wholly separate from our newsroom. It belongs solely to the clients who own it and is not syndicated to our newsfeed clients.

From breaking regional, national and international stories to the biggest events in politics, sports, business, entertainment and lifestyle, The Canadian Press is there when it matters, delivering news about Canadians to Canadians, 24/7/365. CP gives Canadians an authentic, unbiased source, driven by truth, accuracy and timeliness. 

Agencies and brands such as Cossette, Aeroplan, Google and Staples have relied on our storytelling expertise to help them engage audiences via their blogs, emails and social channels and achieve their business, PR and content marketing goals, like driving awareness, engagement, loyalty, leads and sales. 

For more information, visit www.thecanadianpress.com. You can also sign up for our newsletter, a weekly digest of our latest news stories delivered right to your inbox every Monday.

Contributor: Sakina Adnan, volunteer, CPRS Toronto

Start Typing