NEW PERSPECTIVES

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NEWS RELEASE: The Canadian Public Relations Society (CPRS) Toronto Chapter, celebrates communications excellence, virtually, at annual ACE Awards
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TORONTO, July 27, 2020 /CNW/ – This evening, the Canadian Public Relations Society (CPRS) Toronto Chapter celebrated the best in public relations and communications at its annual Achieving Communications Excellence (ACE) Awards ceremony, virtually. Typically, the annual awards ceremony sees hundreds of communication professions gather from across the Greater Toronto Area. This year the ACE awards were announced online.

The ACE Awards represent skill, innovation and intelligence within the public relations and communications industry. This evening’s awards began with a brief digital presentation announcing the finalists and ended with a presentation announcing the winners in each category. Winners can be found here: youtube.com/user/CPRSToronto/.

“I would like to congratulate all of the winners. We saw over 100 entries this year; I was impressed by the creativity, and results of the awards submissions,” said Jenny Shin, President, CPRS Toronto Chapter. “This is one of the most anticipated nights of the year for the CPRS Toronto community. Although we had to pivot to online this year, we were still able to celebrate the incredible level of talent within the industry.”

The ACE Awards recognize communications campaigns in various categories including events, media relations, digital media and student accomplishment.

“This night is an incredible way to highlight the best in public relations and communications, congratulations to all winners. The ACE awards wouldn’t be possible without the dedicated support of our passionate volunteers. Our volunteers the full execution of the awards including judging submissions and event planning,” said Anne Marie Males, ACE Awards Chair, CPRS Toronto Chapter. “We’re also grateful to our sponsors, Business Wire, Cision, Meltwater, The Canadian Press, Leger and McMaster University who continue to support us.”

The 2020 ACE Award recipients included:

Finalists, Best Creative
  • Canadian Tire Ltd. & Weber Shandwick; Canadian Tire Own The Water
  • Weber Shandwick Canada and Mondelez Canada; Cadbury Dairy Milk and Oreo Bar PALentine’s Day
  • McDonald’s Canada & Weber Shandwick Canada; McHappy Day
  • Agnostic & Metro Ontario; Metro Supports Local
Finalists, Best in Show
  • Kaiser Lachance Communications & ADP Canada; ADP Canada’s Workplace Insight Studies
  • SecureKey Technologies and Kaiser Lachance Communications; Verified.Me Launch
  • ruckus Digital & Husqvarna Canada; Husqvarna Canada Husqy Squad Influencer Campaign
  • McDonald’s Canada & Weber Shandwick Canada; McHappy Day
  • Canadian Tire Ltd. & Weber Shandwick; Canadian Tire Own The Water
Brand Development Campaign, Best
  • Gold-McDonald’s Canada, Weber Shandwick Canada; McHappy Day
  • Gold-The Lung Health Foundation and Edelman Canada; The Toker
  • Gold-Weber Shandwick Canada & Sport Chek; Sport Chek x Good American
  • Gold-McDonald’s Canada, Weber Shandwick Canada; McDelivery
  • Gold-Weber Shandwick Canada and Mondelez Canada; CDMO – PALentine’s Day
  • Silver-Proof Inc. & Allergan Canada; Beauty Decoded Live
  • Bronze-1Milk2Sugars & Nivea Canada; NIVEA Oil Infused Body Lotions Campaign
  • Bronze-Purolator, Weber Shandwick Canada; Purolator Holiday Peak Season Program
  • Bronze-Agnostic & Metro Ontario; Metro Supports Local
  • Bronze-BlueSky Communications & Rakuten.ca; Rakuten Rebrand
Community Relations, Best Use of
  • Gold-Nuclear Waste Management Organization; NWMO’s Journey Towards Reconciliation
  • Silver-Canadian Tire Ltd. & Weber Shandwick Canada; Canadian Tire Rap-pairing Toronto Courts
  • Silver-Weber Shandwick Canada; 2018/19 Chevrolet Good Deeds Cup
  • Silver-CANEAST Communications; RecycleMyElectronics Community Relations
Crisis or Issues Management, Best
  • Gold-Rogers Media; ‘You People’: A Cultural Conversation
CSR or Cause Related Campaign, Best
  • Gold-Ronald McDonald House Charities Canada & Weber Shandwick Canada; RMHC Canada: National Cookie Day
  • Gold-McDonald’s Canada & Weber Shandwick Canada; McHappy Day
  • Silver-Argyle Public Relationships & Environmental Defence Canada; Stop Bill 66
  • Silver-Empire Company Limited / Sobey’s Inc. & North Strategic; Sensory Friendly Shopping
  • Bronze-The Canadian Partnership Against Cancer and Edelman Canada; Cancer Strategy Refresh
  • Bronze-Nuclear Waste Management Organization; NWMO’s Journey Towards Reconciliation
  • Bronze-No Fixed Address; SickKids Airbnb
  • Bronze-No Fixed Address; Canadian Centre for Child Protection: Lolli
  • Bronze-Maple Leaf Foods; Carbon Neutral
Digital Communications Campaign, Best
  • Gold-ruckus Digital & Husqvarna Canada; Husqvarna Canada Husqy Squad Influencer Campaign
  • Gold-Proof Inc. & CLHIA; Fraud = Fraud Campaign
  • Silver-Insurance Bureau of Canada and Paradigm; The Museum of Outdated Technology
  • Silver-The Lung Health Foundation and Edelman Canada; The Toker
  • Silver-Argyle Public Relationships & American Peanut Council; Crunch, Crunch, Crunch
  • Bronze-Argyle Public Relationships & MD Financial Management; Thank you Doctors
  • Metrolinx; Metrolinx News
  • Bronze-APEX PR and ruckus Digital & RE/MAX; RE/MAX #HomeGoals
  • Bronze-Golin & PetSmart; Launch of @PetSmartCanada Instagram
Employee Engagement Campaign, Best
  • Gold-RSA Canada & APEX Public Relations; RSA Tough Talk Training
  • Gold-McDonald’s Canada & Weber Shandwick; The Year of Amplification
  • Gold-McDonald’s Canada & Weber Shandwick; $1 Cones: Celebrating a Sweet Summer
  • Silver-Paradigm, Insurance Bureau of Canada; Students on Ice Contest
Government Relations Campaign, Best
  • Gold-Paradigm Public Relations & Insurance Bureau of Canada; The Museum of Outdated Technology
  • Bronze-Argyle Public Relationships & Efficiency Canada; #OurHumanEnergy
HR or Benefit Communications, Best
  • Bronze-Aviva Canada; The Best Career You Never Expected
Marketing Communications Campaign, Best
  • Gold-McDonald’s Canada, Weber Shandwick Canada; McHappy Day
  • Gold-Osteoporosis Canada with Amgen Canada and Edelman Canada; Bübl™ x David Dixon
  • Gold-Proof & Accenture; Accenture: The AI Effect Season 2 Podcast
  • Gold-Sheridan College; Blown Away
  • Gold-Craft Public Relations & Nintendo of Canada Limited; The Nintendo Switch Playhouse
  • Gold-Zeno Group & SiriusXM; SiriusXM Dial Up the Moment
  • Gold-Craft Public Relations & News Media Canada; News Media Canada: SPOT Fake News Online
  • Silver-ADP Canada and Kaiser Lachance Communications; HR Appreciation Campaign
  • Silver-SecureKey Technologies and Kaiser Lachance Communications; Verified.Me Launch
  • mint and Hershey Canada; Hershey Treat Street
  • Silver-RE/MAX, APEX Public Relations and ruckus Digital; Liveability 2.0
  • Silver-Ronald McDonald House Charities Canada & Weber Shandwick Canada; RMHC Canada: National Cookie Day
  • Silver-Sanofi Genzyme and Edelman Canada; The World’s Most Uncomfortable Bed
  • Silver-McDonald’s Canada, Weber Shandwick Canada; McDelivery
  • Silver-Craft Public Relations & GE Appliances Canada; GE Appliances National Laundry Day 2019
  • Bronze-Craft Public Relations & Travelzoo Canada; Travelzoo Spontaneous Travel
  • Bronze-Golin & DAZN; The New Home of Football
  • Bronze- Nuclear Waste Management Organization; NWMO’s Journey Towards Reconciliation
  • Bronze-IKEA Canada in partnership with Hill+Knowlton Strategies; 2019 Summary Report
  • Bronze-IHG Hotels & Resorts in partnership with Hill+Knowlton Strategies; Readiest Breakfast Challenge 2.0
  • Bronze-The PR Department for Tabasco Canada; Tabasco Seven Days of Eggs
  • Bronze-Argyle Public Relationships & Ontario Association of Optometrists; No More Eyescuses
Media Relations, Best Use of Over $50,000
  • Gold-Kaiser Lachance Communications & ADP Canada; ADP Canada’s Workplace Insight Studies
  • Gold-Agnostic & Metro Ontario; Metro Supports Local
  • Gold-Craft Public Relations & Mott’s Fruitsations; Mott’s Fruitsations Buy a Cup Give a Cup
  • Gold-Craft Public Relations & GE Appliances Canada; The Launch of Café
  • Gold-Zeno Group and MiQ; MiQ Media Relations
  • Gold-McDonald’s Canada & Weber Shandwick Canada; P.L.T.
  • Silver-McDonald’s Canada & Weber Shandwick Canada; The Classics. Remastered.
  • Silver-Weber Shandwick Canada & Chevrolet Canada; 2018/19 Chevrolet Good Deeds Cup
  • Silver-Kaiser Lachance Communications & Lakeview Community Partners Limited; Lakeview Village Waterfront Community
  • Silver-McDonald’s Canada & Weber Shandwick; McHappy Day
  • Silver-Zeno Group & Turkey Farmers of Canada; Think Turkey / Pensez Dindon
  • Silver-Strategic Objectives and The Canadian Centre to End Human Trafficking; Canadian Human Trafficking Hotline
  • Silver-Pomp & Circumstance PR & eBay Canada; eBay Canada Media Relations Program
  • Silver-Golin & DAZN; DAZN Canada teams up with Dan Marino
  • Bronze-Maple Leaf Foods; Carbon Neutral
  • Bronze-Citizen Relations & Molson Coors – Miller Lite; Miller Lite Real Guys of Canada
Media Relations, Best Use of under $50,000
  • Gold-SecureKey Technologies and Kaiser Lachance Communications; Verified.Me Launch
  • Gold-Kaiser Lachance Communications and Morguard; Canadian Economic Outlook 2020
  • Gold-Craft Public Relations & The Royal Agricultural Winter Fair ; Lil’ Ben & The Road to The Royal
  • Gold-Ronald McDonald House Charities Canada & Weber Shandwick; RMHC Canada: Haylen & the McFlurry Truck
  • Gold-Strategic Objectives and foodora Canada; foodora’s LCBO Delivery Launch
  • Silver-RE/MAX Canada and APEX Public Relations; RE/MAX 2019 Livability Report
  • Silver-Kaiser Lachance Communications and Morguard; Morguard Canadian Properties
  • Silver-Craft Public Relations & Moosehead Breweries; Moosehead Breweries: Mac The Moose
  • Silver-Zeno Group & Barilla; Barilla Pasta World Championship
  • Silver-Proof Inc. & Moneris; Canada’s Cashless Transaction Champion
  • Silver-Agnostic & BCG; BCG’s Centre for Canada’s Future
  • Silver-Proof Inc. & Moneris; Canada’s Busiest Shopping Month
  • Silver-Agnostic & Go RVing Canada; Bring Back Wildhood
  • Bronze-Proof Inc. & Electrical Safety Authority; TikTok, but Don’t Shock
  • Bronze-Broad Reach Communications & The Family Enterprise Xchange; Family Enterprise Matters
  • Bronze-Scalar Decisions and Kaiser Lachance Communications; The Digital Citizen
  • Bronze-Paradigm, DDMG & RBC; RBC’s Annual Home Ownership Campaign
  • Bronze-Morneau Shepell and Kaiser Lachance Communications; Employers Connect 2019
  • Bronze-Entandem Communications and Marketing Team & SOCAN; Entandem Holiday Music Study
  • Bronze-Kaiser Lachance Communications and Royal LePage; Newcomers Survey
New Product or Service Launch, Best
  • Gold-McDonald’s Canada & Weber Shandwick Canada; P.L.T.
  • Gold-Craft Public Relations & GE Appliances Canada; The Launch of Café
  • Gold-Strategic Objectives and Kellogg Canada; MorningStar Farms Veggie Burgers Launch
  • Gold-Golin & Beyond Meat; Beyond Burger Canadian Launch
  • Silver-Golin & Clif Bar; Fruit Smoothie Filled Product Launch
  • Silver-Zeno Group Canada & Windex / SC Johnson; Windex Help Seas Sparkle Campaign
  • Silver-Reebok Canada in partnership with Hill+Knowlton Strategies; Meet You There
  • Silver-Proof Inc. & Visa Canada; Visa She’s Next
  • Bronze-SecureKey Technologies and Kaiser Lachance Communications; Verified.Me Launch
  • Bronze-Zeno Group & Electrify Canada; Electrify Canada First Charge Event
Publication, Best
  • Silver-CYSSC Communications Team; CYSSC 2018-2019 Annual Report This Is Us
Social Media or Influencer Campaign, Best
  • Gold-Canadian Tire Ltd. & Weber Shandwick; Canadian Tire Own The Water
  • Gold-Strategic Objectives and Groupe Marcelle Inc.; Lise Watier Rouge Fondant Supreme
  • Gold-Weber Shandwick Canada & Sport Chek; Sport Chek x Good American
  • Gold-McDonald’s Canada, Weber Shandwick Canada; McDelivery
  • Gold-McDonald’s Canada, Weber Shandwick Canada; P.L.T.
  • Silver–McDonald’s Canada, Weber Shandwick Canada; McHappy Day
  • Silver-CANEAST Communications & The Alley; The Alley takes Alberta Social Media by Storm
  • Silver-Weber Shandwick Canada and Mondelez Canada; CDMO – PALentine’s Day
  • Silver-McDonald’s Canada & Weber Shandwick Canada; The Classics. Remastered.
  • Silver-Citizen Relations x Crest; #CrestSmileWithPride
  • Bronze-ruckus Digital & Husqvarna Canada; Husqvarna Influencer Campaign
  • Bronze-Zeno Group & Turkey Farmers of Canada; Think Turkey / Pensez Dindon
  • Bronze-Proof Inc. & Allergan Canada; Beauty Decoded Live
  • Bronze-Pomp & Circumstance PR & Peloton ; Peloton VIP Loaner Program
Special Events or Experiential Marketing, Best Use of
  • Gold-Weber Shandwick Canada and Mondelez Canada; CDMO – PALentine’s Day
  • Gold-Strategic Objectives and Kia Canada #KiaMatch Pre-Auto Show Toronto Event
  • Gold-Canadian Tire Ltd. & Weber Shandwick; Canadian Tire Christmas House
  • Gold-Craft Public Relations & Mott’s Fruitsations; Mott’s Fruitsations Buy a Cup Give a Cup
  • Gold-CO-OP & EarthFresh EarthFresh: Airstream Fry Truck
  • Silver-Argyle Public Relationships & United States Department of Agriculture; Agribusiness Trade Mission to Canada
  • Silver-Zeno Group & Lenovo; The Think Big Speakers Series
  • Silver-mint and Hershey Canada; Hershey Treat Street
  • Silver-Amgen Canada Inc. & Gage Communications Inc.; Break Records, Not Bones Event
  • Bronze-Reebok Canada in partnership with Hill+Knowlton Strategies; Club C x Peace Collective
  • Bronze-BlueSky Communications & Rakuten.ca; Rakuten Rebrand
Student Campaign, Best
  • Mubashira Nusrat Farooqi and Devina Das, Centennial College; The GenWell Project: #facetofacefeb
  • Sarah El-Bakri, Kayla Nguyen, Andrea Logan, Lyndon Dizon and Anusha Bhardwaj, Centennial College: CivicAction: For a Friend
Leadership Awards
  • Paolo Zinatelli; CPRS Toronto Educator of the Year
  • Amy Theriault; CPRS Toronto Student of the Year
  • Danielle Kelly; CPRS Toronto Volunteer of the Year
  • Jessica Rabaey; CPRS Toronto Young Public Relations Professional of the Year
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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Learning from Nina Kalos, EVP and General Manager at Veritas Communications
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Written by Sarah Lasagna

Before CPRS Toronto’s virtual career development event on July 22, I sat down with guest speaker Nina Kalos EVP and General Manager at Veritas Communications, to gain insight into her career history, lessons learned and what advice she has for PR professionals searching for their dream job.

After completing a Bachelor of Business Administration from Memorial University of Newfoundland in 2007, Nina pursued a master’s degree in International Public Relations at Manchester Metropolitan University in the UK. Nina Kalos Head Shot

Armed with a strong educational background in public relations, Nina set her sight on landing her first job in the field and started working in the UK at McCann Erickson Communications House.

After a year working and learning at McCann Erickson Communications House, Nina knew she was ready for the next phase of her career and moved back to Toronto where she worked at Hill & Knowlton Strategies. Nina then moved onto Citizen Relations, working her way up to Senior Account Manager.

Finally, in 2013, Nina joined the Veritas Communications team as a Director and held several roles before landing her current role as EVP  and General Manager.

Nina Kalos Agency TeamThrough her many roles over the years, Nina has been influenced by countless peers, who have shared excellent career advice, but the advice that stands out to her the most is from her father who told her, “if you love what you do, then it won’t feel like work.”

As a PR practitioner, Nina finds it is easy to work since she loves her job as a storyteller, connecting people and telling stories.

“I feel really lucky that I work somewhere where it’s not work for me,” Nina said. “I love my team. I love my clients. I feel like I can do something that comes naturally to me and that every day I get to do what I love doing.”

Nina then offered up advice to the next generation of PR practitioners with this statement, “Never say no to opportunities.” At the beginning of her career, and continuing to this day, Nina welcomes new opportunities and is always learning.

Fittingly, when asked about common mistakes entry-level applicants make, Nina was quick to suggest the word ‘mistake’ is too negative; there are no mistakes, only lessons, as everyone is learning at their own pace. To improve, junior PR practitioners should spend more time on research and telling their story.

Here’s some additional advice Nina shared:

Tell your story to the hiring manager

Keep in mind that every hiring manager has different preferences. Nina explains that you should be able to authentically tell a hiring manger a story about why you want to work in PR.  Additionally, she suggests researching an agency’s clients in advance to make sure you understand and align with its values.

Include extracurriculars on your resume

Regardless of how extensive your work experience is, your resume should reflect your knowledge. Nina notes that even if you lack professional work experience, but have experience from a school club, these are transferable skills that can be demonstrated on your resume.

Do not compare yourself to others

Everyone moves at their own pace so there is no set guideline for how fast someone in an entry-level position can jump in two to five years. Keeping this in mind, for managers, Nina advises that since there is no employee template and that everyone moves at their own pace, do not compare your employees to each other.

Take advantage of your connections

Nina also notes that many entry-level applicants do not network enough especially during this pandemic. As communications professionals, Nina describes that since PR is in the business of people, do not underestimate just how far people can help you in your career!

Network, network, network!

Amid COVID-19, Nina recommends aspiring PR practitioners stay agile and adapt to the changing world. Do not be afraid to email people and join networking events even if they might be weird or awkward. Nina suggests staying in contact and to not put networking on hold just because of COVID-19.

Join CPRS Toronto on July 22, where Nina Kalos will offer up many more career insights.

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In conversation with recruitment master, Roxanne Cramer
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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.

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Supporting the Black Lives Matter movement
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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.

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

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✨Membership Month Giveaway Contest
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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.

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The power of networking
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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.

 

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Event Recap: ACE the ACE Awards
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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

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How to communicate better in 2020
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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

 

 

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5 things we learned from Passport to PR  
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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

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