NEW PERSPECTIVES

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Takeaways from the SSC’s first virtual event
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Written by: Angela Frangos, University of Guelph-Humber Public Relations student and CPRS Student Steering Committee Representative

On Oct. 27, CPRS Toronto’s Student Steering Committee (SSC) hosted its first virtual networking event, a Virtual Coffee Chat. With speakers Jenny Shin, Mark Strong and Michelle Dias, 38 attendees learned about their careers and how COVID-19 has impacted them in small breakout rooms. 

Pre-event

For many members of the SSC, this was our first experience attending and running a virtual event. We knew that for students to benefit from this event, groups needed to be small. Rather than limit the number of potential attendees, we opted for breakout rooms. We began with all attendees in the main Zoom room, broke them up into three breakout rooms and rotated the speakers through the three rooms at 30-minute intervals. 

With the truncated time-frame that this event was planned in, promoting to students was essential. Our social media team began by planning posts on our Twitter and Instagram accounts, which were shared with accounts specific to schools with PR programs. We also planned a giveaway, incentivizing attending this first event, with the winner receiving free tickets to our highly anticipated Passport to PR event in November. SSC student representatives also emailed program coordinators, who contacted PR students at various GTA schools. This direct outreach with various contacts not only fostered relationships but increased the reach of our event. 

When running a virtual event, a thorough knowledge of the technology being used is key. Aside from researching the registration and event platforms, we completed run-throughs of the event in advance. We ran through the event with and without the speakers in attendance to determine how to set up the breakout rooms, whether to move attendees or the speakers through the rooms and facilitating that transition. Having a leader, in our case, SSC President Arefeh Ghane, facilitate the event from a technical standpoint was beneficial and avoided confusion. 

Post-event

Perhaps the most challenging part of any event is keeping the audience engaged. With virtual events, this engagement is even more difficult to achieve, particularly for students who are suffering from Zoom fatigue from their long, daily lectures. Our exit poll results show that attendees enjoyed small breakout rooms because it allowed them to interact with speakers and other students, which is much different than the format of their usual lectures. We desperately lack these interactions during this time of physical distancing, so finding ways to make an event feel as “physical” as possible will engage attendees best. 

Key takeaways

This event provided a vital learning experience for all SSC members as we venture into a drastically different world of event planning. Here are some key takeaways from this experience: 

  • Plan your event as early as possible. Just as with any in-person event, the earlier the event is planned, the more time promotions have to reach their intended audience. 
  • Find a way to make the event interactive. Whether that’s by utilizing the chatbox, sending polls during the event, or having everyone introduce themselves, make sure to keep attendees engaged throughout.
  • Keep groups as small as possible. Particularly for a networking event where you want discussions to happen, the smaller the group of attendees, the easier that is to facilitate. Even with our small breakout rooms, our exit survey’s main critique was that there was not enough time to network, so if that is the main purpose of your event, breakouts of 10 and under would be best. 
  • Practice, practice, practice. Do not wait until during the event to see if you are familiar with the technology you will be using. Complete at least one event run-through, making sure to practice everything that you will be using. Are your speakers using a Powerpoint presentation? Will each speaker be sharing their screen, or will a member of your team be sharing on their behalf? Will you be recording the event, and how will you be saving that recording? Make sure every aspect of your event is well-practiced. It may not eliminate every bump in the road, but it will leave you better prepared to handle any hiccups that do arise. 
  • Learn from mistakes to improve the next event. As we plan Passport to PR, we are thinking about switching to a different platform that better suits the larger volume of attendees and facilitates communication. Without this first event, we may not have known that another platform could be a better option. 

Passport to PR will be taking place virtually from Nov. 25-27. This virtual networking event will give students the opportunity to learn about different PR agencies and departments from the companies themselves. Registration is not live yet, but students can go here to see the latest CPRS updates. 

Fake news
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Event Recap: Fake news: Understanding the facts
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Written by: Allie Martin, Public Relations Intern

With the current election still in motion (as of Nov. 6, 2020) for our American neighbours and with the rise of social media, it seems that the topic of fake news appears within the media on the daily. 

Recognizing this, the timely and relevant topic was the subject of CPRS Toronto’s most recent virtual event. The professional development event was held on Oct. 28 and was open to all CPRS Toronto members. The goal of the event was to give audience members the knowledge on how to spot fake news, understand its impact on our lives and the tips needed to validate and disseminate trustworthy information, both personally and professionally. 

The event was hosted and moderated by Gail Strachan, CPRS Toronto’s Director of Professional Development and Chair of Inclusion and Diversity. Guest speakers included Jessica Samuels, Communications Manager of the Canadian Mental Health Association, Melissa Retty, Senior Vice President of Craft Public Relations, and John Ferri, Vice President of Current Affairs and Documentaries at TVO. Each speaker gave insightful information on fake news in this day and age and how we can navigate it as communications professionals. 

The first speaker was Jessica, who spoke about our information foundation and the rise of fast journalism. We are living in a 24/7 hyper-digital age, which has led to the appetite for faster journalism. The emphasis is now placed on being the first to report on information and not necessarily being right; accuracy falls behind at times when quick reporting is the priority. This has resulted in constant ‘updates’ and ‘corrections’ to news stories, and consumers are okay with it, allowing fake news to continue. The rise of social media has also allowed people to purposely set the public on the wrong information path. She emphasized how because of all of this we have to do our own fact-checking and cannot take everything we read as credible.

The next speaker was John, whose insights were greatly tied to Jessica’s. He spoke on the current state of journalism and how digital disruption has led to the loss of thousands of jobs in the traditional media landscape. Mentioning that traditional media wasn’t perfect either on keeping out fake news, but it was a key player in public information as it was the gatekeeper of reliable information. With the rise of social media and more people relying on it for information, there is a heightened risk of receiving misinformation. He recommended watching The Social Dilemma to help understand this. He concluded that fake journalism’s main goal is to have the reader undermine their faith in anything they read as being true. Creating uncertainty in the public means that we don’t know how to separate fact from fiction. 

The last speaker, Melissa, spoke about some possible solutions to help us better “spot” fake news, particularly as communications professionals. She spoke on how everyone is likely to have experience in being fooled by something we read online and how it is unfortunately our reality. Melissa highlighted a campaign created by Craft Public Relations to help the public SPOT fake news online. It involves asking four questions as a consumer including:

  • Is it a credible source? 
  • Is it from a biased perspective? 
  • Are other sources reporting on the same story? 
  • Is it timely? 

We need to understand what sources we can trust and to know the difference between news channels and news sources. 

After the presentations, audience members had the opportunity to ask questions which led to some further discussions. It was an excellent event where audience members gained insights on fake news and how our information has changed with the rise of social media in the digital age. It is essential to understand that we can no longer believe everything we see and read as true, as we used to in the past.  

CPRS Toronto plans to continue hosting professional development events so stay tuned for those. 

Special thanks to Cision for sponsoring the event.

 Bonus content:

To stay up-to-date on the latest news, blog articles and upcoming events, subscribe to CPRS Toronto’s newsletter.

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Student Perspectives: interviewing Arefeh Ghane
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Written by: Laik Sweeny, Internal Vice President, Student Steering Committee

Arefeh Ghane, the 2020 Student Steering Committee President and fourth-year student in Humber College’s Bachelor of Public Relations program is a leader in every capacity. Her work ethic allows her to lead this year’s Student Steering Committee through the new virtual event space, engaging students in her passion for PR.
*Responses have been edited for clarity

Tell me a little about yourself and your journey to choosing PR.
I graduated from Fitness and Health Promotion at Fanshawe College in 2016. From there, I worked at
Goodlife in their head office for their membership call center. If members had any type of issues, I would
be on the other line answering those questions. One of my favourite things was to look at [customers’]
social media, and solve member issues from there. I brought up the idea of moving to the social media
team, but in order to move there, you needed at least a certificate in public relations.

So, I had applied to the one-year Fanshawe program and then had the ability to apply for others. I had a friend who said that Humber had the best program, so I also applied to the Humber bachelor and two-year diploma. I honestly wasn’t even thinking I was going to accept the bachelor’s program because English was not my greatest strength in high school, so when I was accepted I said, at least it’s a degree and if I’m not a fan I’ll just drop down to the diploma. But, I’m so glad I chose to stay in the bachelor’s program because I’m really enjoying everything I’ve been learning and the opportunities it’s brought me. But, it’s such a drastic difference between what I went to school for and what I’m doing now.

How have your past experiences helped you with your internship now and your role as the SSC president?
I would say that many of my past experiences, even going back to high school experiences, have always
been in leadership positions. I had a high school class called Leadership where we planned all the events
like semi-formals or the Christmas assembly every year. Every year we would have a Black History month
event that I helped plan with the school board and our students and teachers against racism group, so we
would plan out how to teach elementary school students about diversity, inclusion and equity.

So, what I do now has always been ingrained in what I’ve been doing throughout my life. Being a president in a leadership role has always been something that I’ve been used to, but it’s definitely allowed me to
continue to be able to take on new things that I’m “scared” of. So, being the president of the SSC is just
another thing where I don’t know if I can do this, but I’m going to have a grand old time doing it anyway.

What has been the most valuable part of your role as president so far?
I would say the most valuable part would be actually building the committee team and being able to meet
with so many different students across the GTA. It was really great to be able to learn about what they do,
why they got into PR, and what it is they love so much about the industry. Being on the committee has also allowed me to see how all the other committee members do things and learn from them as well. So, I always take everything as a learning opportunity.

How do you see being president of the SSC helping you in the future?
I would say that it’s definitely helping me hone my leadership skills because this is an actual industry
role. I would also say that because it’s with CPRS, and it’s such a respected organization within the PR
industry, seeing that on a resume is definitely something that’s going to help in everyone’s career. Even if
you’re just a part of CPRS as a volunteer and not in a leadership position, it’s definitely something that
will allow us to continue to build our network, promote the industry, but then also execute change that is
important to the growth of the PR industry.

Where do you see your PR career heading?
In my dreams, I see it heading to a very executive, high-up level. I’m speaking it into existence now
because the title CEO sounds fantastic, and you always just aim for the top. I kind of just see myself being
a thought-leader of the industry, hopefully, and just being someone that people can look to and come to
for advice. Someone that is able to give things back to the industry. I’ve always wanted to be that kind of
person, where yes, I’m getting something out of this, but what is it that I can do in return. It’s kind of hard
to tell the future, but CEO sounds great.

What’s your biggest piece of advice for students hoping to enter the industry?
If you’re thinking about coming into PR, definitely do it. There are so many sectors, it’s not just social
media, it’s not just influencers, and there are so many industries that require it that it will never get boring.
It’s always changing, there are always new things. It’s funny because yesterday my boyfriend said if social
media were to ever end, what happens to your job? I said, nothing. My job keeps going because social
media was just something that was added on, and PR has been around for ages. It’s just so interesting and
exciting to see how it continuously evolves, and what there is for everyone to be able to do. You
continuously learn, and there are so many amazing people in the industry. So, if you’re thinking about it, I
highly recommend it.

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Online learning: a student’s perspective
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Written by: Jennifer Smith, Humber College Bachelor of Public Relations student and CPRS Student
Steering Committee Representative

I expected to face challenges as a student, but the challenges that the pandemic brought were unprecedented. When my school shut down and my classes were postponed, I was worried. How was the remainder of the semester going to be carried out?

Eventually, our college informed us that we would be taking our classes online until further notice. I was happy to know that my studies could continue, and while this relieved some of my stresses, I had never taken an online course before.

Setting up for success
I have been a full-time online student for nearly nine months now (I took summer classes) and I
feel I have adapted to online learning fairly well. While it came with a lot of trial and error, making some key adjustments and learning to adapt to online communication was inevitable if I wanted to remain successful in the online world.

Organizing and planning
I have always used a planner but moving online made my schedule very open-ended. I had to refer to
my planner more frequently to stay on task as opposed to looking at it only once or twice a day. I found
that this helped me to remember and keep track of the smaller tasks that I may have been prone to
forget.

Time-management was key as the days tend to bleed together when you’re home all day every day.
Effectively using and referencing my planner ensured that I met the daily work quota that I set for myself
and other important deadlines.

Online communication
Most of my classes have had meetings via Blackboard and Zoom once a week. My professors recorded these meetings, which I found helpful to refer back to at a later date.

Engagement in these virtual classrooms is hard for professors. I noticed many of my peers did not turn on their cameras or microphones leading the professor to talk to themselves. I found it helpful to use my camera, microphone and chat function; these items helped me engage with the class more, absorb information better and made the class more interesting. Doing these things made a big difference in the class’s quality because it made me accountable for my learning. I know that I learned more than I would have if I just remained silent.

We are all feeling the effects of Zoom Fatigue, so I recommend other students take control of their education and make the best of online learning by engaging with their professors and peers. Professors can make the most of this by asking students to use their cameras, mics and chat functions as well as using polls and other interactive features to keep students engaged.

A second way I learned to successfully communicate with my peers and professors online was through the group discussion boards. Interacting with my peers on the discussion boards was very similar to the conversations that would happen in class as we would respond to articles and weekly questions. The group discussion boards are an important aspect to pay attention to and utilize because of that.

So, what do I think?

While I feel I have been successful in my studies so far, it wasn’t without a few bumps along the way. Online learning is different for everyone and making sure I engaged and organized improved the quality of my classes significantly. While I know Zoom fatigue is hitting both educators and students alike, I encourage professors to continue to use interactive components of Blackboard, Zoom and other platforms to enhance our learning. I would also like to encourage students to give their online classes their best efforts and engage with their professors and peers as much as possible. It is your choice if you let the pandemic come between you and the quality of your education.

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Spotlighting Amy Theriault, Student of the Year 
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Written by: Jasneet Singh 

COVID-19 has vastly changed how we live, function and work in events. The 2020 recipient of the CPRS Toronto Student of the Year award, Amy Theriault, found herself dealing with the greatest crisis communications event a student could ask for.  

As the President of the Student Steering Committee, she was in charge of the Passport to PR event for students, her group was to tour RBC, MLSE and Milestones Public Relations. On March 11, the COVID-19 pandemic was declared and the next day, she was to lead the Passport to PR event. Amy recalls that the night of March 11 was filled with calls from agencies and corporations dropping out of the event, which led to damage control, she says it was seamless but as someone who was contacted by her, I can say she handled it like a professional and ensured students were satisfied and well informed. As a student herself, this was extremely important to her.  

Amy is currently working as a communications analyst at RBC within Technology & Operations, and under Strategy, Transformation and Enterprise Operations (STEO) she works in communications, enablement and events. Though she has these two great positions under her belt, she has faced her share of struggles within the industry. When asked about the challenges she faced, unpaid internships were the main one for Amy. She believes that they allow privileged students who don’t necessarily need the money to get ahead of those who need to be paid to afford basic needs. She voices that this is an extremely common thing in the public relations industry.

During the current social climate and the looming pandemic, the idea of unpaid internships to CPRS Toronto’s Student of the Year is frustrating. As an individual who is a first-generation student from a lower-income family and the first person in her family to attend and graduate a post-secondary education, she understands how much hard work was needed and would never take her education for granted.  

Receiving this award validates all of the hard work she has put into her career and education, she does it for herself and her family and receiving this award has given her a whole new motivation to continue working harder.  

Amy shares some advice to all students who may be reading this advice, “Shoot your shot.” It sounds simple enough, but she said it took her time to be comfortable enough to reach out to people and start networking, but once she started she realized the worst thing that can happen is they say no. What surprised her the most was how receptive most people were.

She landed an internship in her first year by cold emailing an agency and letting them know that they should hire her as an intern. During COVID-19, a Zoom coffee chat, or simple conversation on LinkedIn can open many doors. Opportunities are out there if you look.

Learn more about the annual ACE Awards program and submission requirements.

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How to network virtually during COVID-19
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Written by: Carolina Salinas, public relations and corporate communications graduate 

Before the pandemic, students and recent graduates would often conduct meetings with working professionals in face-to-face settings with the hopes of expanding their network. 

However, given recent physical distancing guidelines, these informational interviews have shifted toward interacting remotely and gaining virtual connections in creative formats. Despite conversations taking place online, these new forms of communication have opened up countless opportunities by bringing individuals closer together from anywhere across the world regardless of physical distance. 

Below, I share three best practices for networking during the COVID-19 pandemic through technology.

Leverage social media

The integration of social media within our lives has revolutionized how we connect with each other. Today, virtual networking can foster strong ties even more quickly at times than in-person interactions. Social media platforms including LinkedIn, Twitter and Instagram are useful tools for building your network with professionals and companies of interest. 

When approaching new individuals, it is crucial to practice proper online etiquette and respond in a timely and courteous manner within working hours. For example, while sending an invitation to connect with a new individual, it is important to keep your first message concise and to be mindful of the tone of your delivery. 

Once established as part of their network, you can continue the conversation via LinkedIn’s chat function, which can eventually lead to a phone call or virtual meeting through an online communication platform, such as Zoom, Microsoft Teams or Cisco Webex.

Embrace online platforms

Since the outbreak of COVID-19, many companies have stayed connected remotely using popular online platforms such as Zoom. During recent months, we have witnessed a growing number of these virtual communication tools entering the market.

and being adopted across a large number of organizations. Platforms including Microsoft Teams, Cisco Webex and Zoom have allowed companies to stay connected with their employees, clients and stakeholders using state-of-the-art technology. 

For this reason, it has become increasingly common for individuals to utilize these systems to their benefit and to ask people of interest to hold 30-minute online meetings across these platforms to gain digital facetime.

Attend virtual events

While online events have been around for a long-time, we are beginning to see a rising number of webinars, chat rooms and online conferences. During these gatherings, individuals can reach out and quickly get in touch with speakers, moderators and event panel representatives, or even after these events have concluded. By offering feedback or asking additional questions, participants can engage with organizers who are experts within the field in targeted and meaningful ways. 

By actively getting involved during online events, such as by asking thought-provoking questions during Q&A time, participants can increase their visibility to panelists and encourage them to reflect on their subject-matter expertise while answering. This provides a fantastic opportunity for someone looking to stand out from a larger audience and opens up possibilities to continue the conversation. Specific questions that individuals often ask can range from more open-ended ones, opening the floor for storytelling and experience-sharing, to value-driven conversations, seeking a thoughtful perspective on a particular topic of interest. 

From all this, it is evident the COVID-19 pandemic has provided countless opportunities to pivot our current model and approach to networking. The year 2020 has spotlighted technology within our personal and professional lives as a tool to create and maintain our presence through an online format. 

At CPRS Toronto, we are proud to serve our growing community of public relations practitioners at all different stages throughout their career within their ongoing growth and development. If you’re interested in building your network and connecting with a wide range of diverse and multi-versed professionals across the field, consider attending one of our upcoming virtual events or reaching out directly to a member of our Board of Directors. We’re here to support your needs in whatever ways we can and are always open to your feedback and suggestions.

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Spotlighting Danielle Kelly, Volunteer of the Year
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Written by: Tatiana Ilunga

Danielle achieved her APR designation in 2010 and has since been a visible proponent of the program. She has been a great advocate for the APR designation, often vouching for qualified applicants to cull them into the family of APR designates. As CPRS Toronto’s Accreditation Chair, Danielle demonstrated an authentic belief that accreditation was an important step toward enhancing the profession of public relations as a whole and she imparted this upon her 2018-2019 cohort. 

The job of Accreditation Chair goes beyond organizing meetings and providing resources. It also includes hours of marking numerous test exams, reviewing work samples and crafting questions to guide study sessions on topics such as ethics, media relations, social media and stakeholder relations, to name a few.

Danielle is an advocate for volunteering in a field of interest to learn the ropes on that industry. Her journey began with a short conversation with a CPRS member who encouraged and invited her to her first board meeting where she appreciated the energy of the people and how inclusive the team was. She acknowledges that volunteering gave her experience that wasn’t always available in her other positions and it opened up a network that allowed her to get referrals for certain jobs.

Danielle mentions that volunteering should not interfere with your fulltime job. It is important to inform your organization about your personal involvement and how you propose to be most efficient at work in order to keep your employer pleased too. CPRS has a number of individuals connected in any formal discipline you might be interested in from government to non-profits that can point you in the right direction.

Advice to students and recent graduates:

“You are a novice to the field of public relations, for which volunteering brings an opportunity to show potential employers that you have dedication and perspective on the industry you are interested in. Even though you are not earning from it, you are learning the real-time issues and how to handle them alongside building relationships that will give you benefit in the future.”

In closing, Danielle states you get what you put in and also the opportunity to make friends who can guide you on your career path too. Choose organizations and industries that interest you and start building from there.

Learn more about the annual ACE Awards program and submission requirements.

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Spotlighting Jessica Rabaey, Young Public Relations Professional of the Year
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Written by: Tatiana Ilunga

As the Director of Communications & Marketing on the CPRS Toronto board, Jessica has proven to be a strong team player who has elevated the organization’s social media presence and reach since joining the team. Her contributions to internal and external communications have led to stronger connections being formed between CPRS Toronto and its stakeholders.

Jessica demonstrates excellent leadership qualities by mentoring student volunteers and teaching them foundational skills to help them break into the communications profession. Her work ethic and commitment to the organization are apparent by her willingness to consistently step up and support her teammates whenever they need her help.

In an interview about her recent CPRS Toronto ACE award for Young Public Relations Professional of the Year, under 30 category, Jessica expressed how supportive the CPRS Toronto team has been during her time with the organization and that her engagement with the community has contributed to her professional growth in the public relations industry. 

In the three years since completing Humber College’s graduate public relations program, Jessica has applied storytelling techniques to encourage audience engagement in the private and public sector organizations she has worked for.

Jessica views mentorship as a good platform to learn from experienced leaders.

“I’ve been lucky enough to meet some incredible people early on in my career. My mentors haven’t just offered me valuable career advice, they’ve also supported me along the way.”

Jessica believes it’s important to pass along what she’s learned to public relations students who are entering the industry:

“I always tell new grads to focus on developing relationships with people in an industry that piques their interest. Be confident enough to introduce yourself and showcase what you can bring to the table.”

Jessica offers more advice for those who are looking to start a career in public relations:  

  1. Never be afraid to approach other professionals in the industry
  2. Develop your personal brand and sell it
  3. Show your strengths and be confident about what you have to offer     

Learn more about the annual ACE Awards program and submission requirements.

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NEWS RELEASE: CPRS Toronto announces Best Public Relations Campaign of the Year and Best Creative Campaign of the Year
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TORONTO – Sept. 22, 2020 – The Canadian Public Relations Society Toronto (CPRS Toronto) is proud to announce the winners of its prestigious Achievement in Communications Excellence (ACE) awards for public relations campaigns executed in 2019. ruckus Digital and Husqvarna Canada have been awarded the Best Public Relations Campaign of the Year for their memorable work on the Husqy Squad Influencer Campaign. Weber Shandwick and Mondelez International were honoured as the winner of Best Creative Campaign of the Year for their creative flair and passion behind the Cadbury Dairy Milk and Oreo Bar PALentine’s Day Campaign. 

“Executing a stand-out public relations campaign is a tough challenge and, as such, CPRS Toronto is proud to recognize the dedication, expertise and sheer hard work of our deserving winners,” said Jenny Shin, President, CPRS Toronto. “I would like to wish them the best of luck for the future and congratulate them on their win in this prestigious awards program.”

The naming of the Best Public Relations Campaign and Best Creative Campaign represents the final step in CPRS Toronto’s ACE Awards program. The annual ACE Awards celebrate the skill, innovation and intelligence that are the hallmark of the public relations and communications industry in Toronto. From the many original ACE entries submitted by agencies, corporations and government departments across the Greater Toronto Area, a panel of senior public relations practitioners narrowed down the selections to eventually determine the winners of the two awards announced today.  

“The quality of the campaigns resulted in significant deliberation for the judges this year,” said Anne Marie Males, Chair, ACE Awards. “The work shown during the virtual presentations of the eight finalists really represents the best of Toronto public relations.”

The finalists for the Best Campaign and/or Best Creative Campaign of 2019 are as follows:

Finalists, Best Creative
  • Weber Shandwick Canada and Mondelez Canada; Cadbury Dairy Milk and Oreo Bar PALentine’s Day
  • Agnostic & Metro Ontario; Metro Supports Local
  • Craft Public Relations; Mott’s Fruitsations Buy a Cup, Give a Cup
Finalists, Best in Show
  • Kaiser Lachance Communications & ADP Canada; ADP Canada’s Workplace Insight Studies
  • SecureKey Technologies & Kaiser Lachance Communications; Verified.Me Launch
  • ruckus Digital & Husqvarna Canada; Husqy Squad Influencer Campaign
Finalists, Best Creative and Best in Show
  • Canadian Tire Ltd. & Weber Shandwick; Canadian Tire Own The Water
  • McDonald’s Canada & Weber Shandwick Canada; McHappy Day

View the complete list of this year’s ACE Award winners at cprstoronto.com 

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About CPRS

Founded in 1948, the Canadian Public Relations Society (CPRS) is a not-for-profit association of professionals dedicated to the practice, management and teaching of public relations and communications. Comprising 14 local societies, CPRS’ mission is to build a national public relations and communications management community through professional development and accreditation, collaboration with thought leaders, a commitment to ethics and a code of professional standards, advocacy for the profession and support to members at every stage of their careers.

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Does PR have a diversity problem?
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A look at Black female representation in PR

Written by: Sharlyn Carrington, Founder & Director, Content Strong by CONTENTEVENTS

Everyone is finally talking about diversity and particularly anti-Black racism. Hundreds of days worth of protests have emboldened this conversation. 

The people want to know more about the composition of teams, specific actions to address race-based barriers and how leaders are taking steps to make concrete changes. Organizations are increasingly under the spotlight to demonstrate action on these issues, and they’re looking to communicators to give guidance on how to engage in dialogue. Increasingly they’re noticing what I noticed a few years ago, their communications teams are not diverse. 

In 2018, I researched whether there was a lack of Black women in public relations, and if so, what was keeping them out. Limited research about Canadian public relations led me to draw on data from the U.S. which uncovered four key insights: 

PR’s image is lily-white

A study conducted on movies and TV over a 15-year period showed women in public relations were portrayed as attractive, social, stylish, and mostly, if not all, white. 

Studies on reputation and image made it clear:

If we only see one image of the ideal public relations practitioner, we become programmed to believe the field is only for that one type of person.

This common reputation, image and identity can greatly impact the way PR is valued as a business function.

PR teams are not diverse

  • PR teams are mostly composed of white females, yet leadership teams are largely male.
  • Disparities are even more obvious when it comes to racial and ethnic groups.
  • Practitioner demographics don’t proportionately reflect the diversity of the country.
  • Black women are underrepresented in senior management.

Gender and racial barriers still exist

  • Women account for more than two-thirds of all practitioners, yet still make an average of 6 per cent less than male practitioners. 
  • Factors like ethnicity and race impact where women are placed in the gender-power scheme, where white women are placed higher than others.
  • Black women face dual discrimination, are more likely to be in worst situations when it comes to job level, income, security and satisfaction, and overall have more barriers that exclude them from getting promoted.
  • Although discrimination is of course a barrier, so too is a lack of Black role models and mentors to emulate, learn from, or create support groups with.

Diversity is vital

  • There should be as much diversity inside the organization as there is outside for the organization to be the most effective. 
  • When organizations or in this case PR, neglects to embrace diversity it can miss huge opportunities not only to reach diverse publics, but it can become more vulnerable to possible crises. 

Study participants

I privately interviewed 21 Black female practitioners about working in Ontario PR. Participants worked mostly in intermediate and middle management levels, in a range of industries, between the ages of 31 and 54 years old. 

THEIR ANSWERS BELOW, MIRRORED PREVIOUS RESEARCH:

Mentors: Most participants had mentors, but many were not Black, and those that were, did not work in public relations.

Inclusivity: Participants felt PR was not inclusive, it was white-dominated, and many told stories not of explicit exclusion, but of a knowledge that they were not “part of the club.”

Barriers: Many cited being held back by managers, discrimination, and motherhood as barriers to their advancement.

Covert racism: Participants described that their experiences with racism were mostly not direct, yet they experienced microaggressions; subtle, engrained, and unconscious biases; and having felt they were discriminated against, but couldn’t prove it.

Code-switching: Participants described being held to a higher standard; having to suppress their voice as to avoid the “angry Black stereotype;” and changing their hairstyle and wardrobe in response to negative comments, microaggressions, direct sabotage and to appear non-threatening. 

Mostly white leadership: Almost all spoke about their organizational leaders being mostly white, and therefore not having a comfortable space to talk about their race-salient experiences.

Deterrents: Participants mentioned a lack of Black role models, leaders, and professors, and not having the right network as deterrents to entering PR.

The bottom line

The reputation of and representation within PR is narrow and could be deterring black women as they may not consider it a field with which to enter and excel.

All participants agreed, diversity is vital to the effectiveness and credibility of PR. Therefore, it’s crucial to encourage more people of all races to pursue careers in the practice and to create spaces where diverse practitioners feel safe, included and empowered to do their jobs effectively.

Sharlyn is a storyteller and strategist with 12 years of experience in communications, marketing, and events. She’s held a myriad of fast-paced roles advising five Ontario ministries and 12 Cabinet ministers, leading a team of advisors for two Premiers’ offices, conducting media relations for tech and lifestyle clients, and writing and leading operations for a lifestyle magazine. She holds a Master’s degree in Communications Management from McMaster University, (for which this research was conducted), and from concept to design she is now running a content strategy and copywriting business.

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