NEW PERSPECTIVES

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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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Event Recap: 2019 Annual General Meeting (AGM) and Cision panel
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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

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

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NEWS RELEASE: CPRS Toronto celebrates communications excellence at the 2019 ACE Awards Gala
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TORONTO, May 23, 2019 /CNW/ – This evening, the Canadian Public Relations Society (CPRS) Toronto Chapter celebrated the best public relations (PR) practitioners in the Greater Toronto Area at the annual Achieving Communications Excellence (ACE) Awards.

The event was attended by over 300 PR professionals at The Carlu and a record 111 ACE Awards were presented. The highly coveted awards represent skill, innovation and intelligence within the industry.

“This is one of the most anticipated nights of the year for the CPRS Toronto community,” said Jenny Shin, Co-President, CPRS Toronto Chapter. “There was an incredible level of talent, not only in our award winners but also in the audience. Tonight’s gathering was a great representation of creative and strategic thinkers in this city.”

The ACE Awards recognize communications campaigns in various categories including events, media relations, digital media and student accomplishments. The event concluded with the presentation of the two most prestigious awards: Best PR Campaign of the Year and Best Creative PR Campaign of the Year.

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

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.

“This event wouldn’t be possible without the dedicated support of our passionate volunteers who do everything from judging submissions to planning the perfect Gala night,” said Anne Marie Males, ACE Awards Chair, CPRS Toronto Chapter. “We’re also grateful to our sponsors who played a huge role in the success of the ACE Awards Gala.”

The 2019 ACE Award recipients included:

Best PR Campaign of the Year

  • DDB Public Relations/DDB Canada for Digital Poppy Launch

Best Creative PR Campaign of the Year

  • Weber Shandwick Canada for #BuickStyle: The Ultimate Driving Shoe

Best Crisis or Issues Management Campaign

  • Bronze – Kaiser Lachance Communications and Halmyre for CSA’s Binary Options Awareness Campaign

Government Relations Campaign of the Year

  • Bronze – Policy Concepts Inc. for More Home Care
  • Bronze – Aviva Canada for Project Bumper
  • Bronze – University of Toronto for “Support the Report” Campaign

Best Use of Special Events

  • Gold – Weber Shandwick Canada for #BuickStyle: The Ultimate Driving Shoe
  • Gold – Pomp & Circumstance for Sport Chek “Find What Moves You” Event
  • Gold – Weber Shandwick Canada and Canadian Tire Corporation for Canadian Tire Christmas House
  • Gold – Weber Shandwick Canada for SPLENDA Stevia Sweetener “The Sweet Spot”
  • Gold – Narrative and Casey House for Healing House
  • Silver – Weber Shandwick Canada for Air Canada Signature Service Launch
  • Silver – Pomp & Circumstance for Grey Goose Marché Event
  • Bronze – Paradigm Public Relations and Edgewell Personal Care for Schick Hydro Trade Deadline Campaign
  • Bronze – Cadillac Fairview for Cadillac Fairview Blue Monday Pilot

Investor or Financial Relations Campaign of the Year

  • Gold – Bridgehouse Asset Managers for Mental Health & The Financial Advice Relationship
  • Silver – Hill+Knowlton Strategies and Interac Corp. for Avoid a #Clicktastrophe – Fraud Prevention Month 2018
  • Silver – Kaiser Lachance Communications and Picton Mahoney for Picton Mahoney Fortified Fund

Community Relations Campaign of the Year

  • Gold – Weber Shandwick Canada for Chevrolet Good Deeds Cup: 2017/18 Season
  • Gold – Paradigm and Insurance Bureau of Canada for Flood Factor
  • Gold – RSA Canada and APEX Public Relations for TruceTO: Bringing Harmony to our Streets
  • Silver – Argyle Public Relationships and Brain Tumour Foundation of Canada for Hats for Hope
  • Silver – Golin & PetSmart Charities of Canada for Helping Shelter Pets Thrive in the North

Best Digital Communications Campaign of the Year

  • Gold – Narrative and Bayer Inc. for #IsIUCForMe
  • Gold – DDB Public Relations/DDB Canada for Digital Poppy Launch
  • Silver – Proof Inc. and Canadian Red Cross for Be Part of the Equation
  • Silver – Proof Inc. and Canadian Life and Health Insurance Association for Fraud=Fraud
  • Silver – Sheridan College for April Fools’ – Launching a Student Uniform
  • Silver – ruckus Digital and Walmart Canada for Great Value: Building Quality Perception
  • Silver – ruckus Digital and Planet Fitness for Planet Fitness Canada Digital Launch
  • Bronze – Paradigm and Insurance Bureau of Canada for Flood Factor
  • Bronze – Paradigm and NFL Canada for NFL Canada Kicks Off Influencer Program

Brand Development Campaign of the Year

  • Gold – Weber Shandwick Canada for #BuickStyle: The Ultimate Driving Shoe
  • Gold – Weber Shandwick Canada for Certified Sustainable Beef
  • Gold – Weber Shandwick Canada for Chevrolet Good Deeds Cup: 2017/18 Season
  • Silver – Weber Shandwick Canada for Air Canada Signature Service Launch
  • Silver – Strategic Objectives for Volkswagen Canada Arteon Project
  • Bronze – DDB Public Relations/DDB Canada for Digital Poppy Launch

Employee Engagement/Internal Communications Campaign of the Year

  • Gold – Veritas and Microsoft Canada for Kevin Peesker Executive Communications
  • Gold – McDonald’s Canada for Imagining the Future
  • Silver – McDonald’s Canada for the ourlounge App Launch
  • Silver – McDonald’s Canada for Serving Up Sustainable Beef
  • Bronze – Kaiser Lachance Communications and Symcor for IT Transformation Internal Communications
  • Bronze – McDonald’s Canada for Sharing Some Cookie
  • Bronze – Sheridan College for Sheridan@50: A Creative History for a Creative Campus

Student Public Relations Communications Plan of the Year

  • Silver – Centennial College for Canada’s Top 40 Under 40 Alumni
  • Silver – The Storyworks City Scouts Group for The City Scouts City Smart Safety Program

New Product or Service Launch of the Year

  • Gold – DDB Public Relations/DDB Canada for Digital Poppy Launch
  • Gold – Weber Shandwick Canada for #ShareSomeCookie: RMHC Cookie Launch
  • Gold – Weber Shandwick Canada for McCafé Bagel Launch
  • Silver – Weber Shandwick Canada for Air Canada Signature Service Launch
  • Silver – Strategic Objectives for Kashi joi Launch
  • Silver – Hill+Knowlton Strategies and Reebok Canada for PureMove
  • Silver – ELEVATOR Communications Inc. for Tweed’s Open Door – An Education
  • Bronze – Weber Shandwick Canada and Canadian Tire Corporation for Triangle Rewards Launch
  • Bronze – Weber Shandwick Canada for Hottest Collab of 2018: Big Mac x Bacon

Marketing Communications Campaign of the Year

  • Gold – DDB Public Relations/DDB Canada for #DiscussCannabis
  • Gold – DDB Public Relations/DDB Canada for Digital Poppy Launch
  • Gold – Zeno Group and Johnson & Johnson Inc. for Reactine Allergy Feels
  • Gold – Weber Shandwick Canada and Canadian Tire Corporation for The Woods Parka Lodge
  • Gold – Walmart Canada, Interac Corp., APEX Public Relations, Kin Canada and ruckus Digital for Upstairs Amy: Scripted Content
  • Gold – APEX Public Relations and ruckus Digital for Walmart Rewards Mastercard Goes Digital
  • Gold – Proof Inc. and Canadian Life and Health Insurance Association for Fraud=Fraud
  • Silver – DDB Public Relations for Beaches Jazz – 30 Years Strong!
  • Silver – RBC and mint for Beyond Red Carpet: RBC@TIFF 2018
  • Silver – Weber Shandwick Canada for Beyond the Arch – Raptors x McDonald’s
  • Silver – Edelman Canada and Novartis for Extraordinary Moments
  • Silver – Greater Toronto Airports Authority for Let’s build #UnionStationWest
  • Silver – Weber Shandwick Canada for MacCoin: 50 Years of the Big Mac
  • Silver – Weber Shandwick Canada for McCafé Bagel Launch
  • Silver – Argyle Public Relationships and UPS Canada for My Life, My Choice – Stress-free Holiday
  • Silver – Paradigm, Nutella, 6Degrees Integrated Communications and Touché! for Pancakes Love Nutella
  • Silver – APEX Public Relations, ruckus Digital, RE/MAX Ontario-Atlantic/Western Canada for RE/MAX: Integrated Communications 2018
  • Silver – Weber Shandwick Canada for SPLENDA Stevia Sweetener “The Sweet Spot”
  • Silver – Craft Public Relations for Tetley Super Tea Break
  • Silver – Craft Public Relations for The Disruptors Presented by Samuel Adams
  • Silver – Edelman Canada and PayPal Canada for Women’s Entrepreneurship Study
  • Bronze – Golin for Crayola’s Thank a Teacher Campaign
  • Bronze – Workplace Safety and Insurance Board for Day of Mourning
  • Bronze – Salesforce for FemaleForce
  • Bronze – RSA Canada and APEX Public Relations for TruceTO
  • Bronze – Argyle Public Relationships and Dietitians of Canada for Unlock the Potential of Food

Best Media Relations Campaign under $50,000

  • Gold – Golin & PetSmart Charities of Canada for #PicMe! Helping Pets Find Forever Homes
  • Silver – DDB Public Relations/DDB Canada for Digital Poppy Launch
  • Silver – Kaiser Lachance Communications and Morneau Shepell for Trends in Human Resources Survey
  • Bronze – Kaiser Lachance Communications and Choice Properties REIT for Bloor-Dundas Redevelopment Open House
  • Bronze – IKEA Canada for LURVIG
  • Bronze – Kaiser Lachance Communications and Royal LePage for The Royal LePage Peak Millennial Price Compare Study
  • Bronze – Golin for PetSmart Canada supports the Toronto Pignic
  • Bronze – Kaiser Lachance Communications and Picton Mahoney for Picton Mahoney Fortified Fund Launch
  • Bronze – Kaiser Lachance Communications for Travelers Canada: Every Second Matters
  • Bronze – Kaiser Lachance Communications and Royal LePage for The Royal LePage Boomer Survey

Best Media Relations Campaign over $50,000

  • Gold – Zeno Group for Barilla Pasta World Championship
  • Gold – Craft Public Relations for Bill Nye and The Launch of Nintendo Labo
  • Gold – Weber Shandwick Canada for Chevrolet Good Deeds Cup: 2017/18 Season
  • Gold – Craft Public Relations for GE Appliances: National Laundry Day 2018
  • Gold – Narrative and Casey House for Healing House
  • Gold – APEX Public Relations, ruckus Digital and RE/MAX Ontario-Atlantic/Western Canada for RE/MAX: Media Relations Campaign 2018
  • Gold – Weber Shandwick Canada and Canadian Tire Corporation for Triangle Rewards Launch
  • Gold – APEX Public Relations for Walmart Online Grocery: Easy, fast and fresh no matter what you’re busy with
  • Gold – CO-OP for Xref’s Entry into Canada
  • Silver – Kaiser Lachance Communications and ADP Canada for Insights into the Canadian Workplace
  • Silver – Kaiser Lachance Communications and ADP Canada for the National Employment Report
  • Silver – Weber Shandwick Canada for Air Canada Signature Service Launch
  • Silver – Strategic Objectives and Kellogg’s Canada for Frosted Flakes Grrreatest Playoff Beard
  • Silver – Citizen Relations and President’s Choice® for President’s Choice® #EatTogether 2018
  • Bronze – Zeno Group for Butterball How We Turkey
  • Bronze – Golin for Joe Montana Touches Down in Toronto for DAZN
  • Bronze – Weber Shandwick Canada for #BuickStyle: The Ultimate Driving Shoe
  • Bronze – Kaiser Lachance Communications and Royal LePage for The Royal LePage House Price Survey
  • Bronze – CO-OP for autoTRADER.ca Consumer PR Program

Leadership Awards

  • Lois Marsh Award – Martin Waxman
  • PR Student of the Year – Maxim Naylor
  • Educator of the Year – Donna Lindell
  • PR Practitioner of the Year – Andrea Donlan

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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Event Recap: Passport to PR – Winter 2019 Session
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Recently, The Student Steering Committee ran one of its most anticipated events – “Passport to PR”. The event gives students the opportunity to go behind the scenes with the communications departments of some of the best organizations in Toronto. As students go from their schooling to the workforce, it serves to facilitate the transition from student to professional.

On March 19, several groups of students trekked around the city for intense and engaging visits to some of Toronto’s top PR firms.  They spent half a day receiving practical advice from seasoned practitioners who shared a wealth of best practice tips, insider glimpses into the day to day life of being in PR and learned about some of the challenges facing the industry today. There was no shortage of personal anecdotes highlighting the satisfaction of working in one of the fastest growing and changing fields.

The students gleaned much information from these sessions, including learning the importance of creating strategic lists to maximize productivity; the essential need to take advantage of learning opportunities, and to be open to trying new things as an intern or as an entry level employee; and the importance of networking and charting a path to one’s passions in the field. Each organization had a unique presentation, and personalized each session to ensure the students were getting the most out of them.

Students strutting their stuff at Edelman.

Picture perfect at Veritas.

 

 

 

 

 

 

 

 

 

 

Taking a break from roundtable discussions at Argyle.

Ending on a high note at Cohn & Wolfe.

Students raved about the valuable lessons they gained from attending.

“It was great to see firsthand what an agency setting is like and to be able to get a feel for the environment,” said Victoria Braz, a student at Humber in the Public Relations Post-graduate Certificate Program.

“It was very informative and an easy way to get introduced to PR professionals in their industry,” said Jonathan Fletcher, also a student at Humber.

“The Passport to PR event was a really fantastic experience – eye opening on the inner workings of larger agencies and also an opportunity to see the diversity and cross-specialty work that occurs. I will use the valuable information learned through conversations with the practitioners in my pursuit of an internship opportunity as I move forward,” said Leslie Sim, a Public Relations Certificate program student at Ryerson.

CPRS Toronto, and the Student Steering Committee thanks all the organizations that participated, and for giving this opportunity to incoming PR practitioners. Without the participation of  our great organizations – Apex Public Relations, Argyle Public Relationships, Hill + Knowlton Strategies, Edelman Public Relations, Weber Shandwick Canada, Intercontinental Hotels Group, Strut Entertainment, Pomp and Circumstance PR, Torchia Communications, National Public Relations, Cohn & Wolfe, MSL Canada, North Strategic, Ketchum, FleishmanHillard HighRoad, Veritas Communications, Kaiser Lachance Communications and Paradigm PR – none of this would have been possible.

Students who missed out on this opportunity will have a chance again this summer, when Passport to PR runs its very first Summer Session. Stay tuned!

Written by Daanish Ahamed, Student Steering Committee President

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Examining Employee Relations
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Maintaining high performance at an organization depends on the productivity, creativity, dedication and inventiveness of its employees. How employees perform can be directly influenced positively or negatively, by how they are communicated to, developed and engaged. Productivity, organizational strategies and costs can be increased or reduced depending on an employee’s commitment, ability and attitude, which in-turn is built and enhanced with strategic internal and organizational communication. Essentially, employee relations and communications are at the centre of influence over organizational health and success.

Internal Communicators need to maintain an ethical, transparent, equal and consistent methodology of employee relations, to create an environment of trust, security and integrity, where employees can flourish. The result is employees who have enhanced ability, skills, commitment and attitude that lead to the successful completion of organizational goals.

Erica Silver, MA, APR

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NEWS RELEASE: Get Involved with the Canadian Public Relations Society (CPRS) Toronto Society this Month and Save!
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March Membership Month kicks off with a night of networking and prizes to encourage new members to sign up

TORONTO, March 20, 2019 /CNW/ – The Canadian Public Relations Society’s (CPRS) Toronto Society is celebrating March as Membership Month with an event today geared towards welcoming new members to the Society. The event will be held at the PROOF Bar at the InterContinental Hotel on Bloor (220 Bloor St W) from 6:00 p.m. The evening will feature an overview of all the benefits of membership of CPRS, as well as networking and the opportunity to speak to senior members who can discuss the value of membership.

“Being a member of CPRS has opened up a number of doors to me and enabled me to significantly expand my professional network,” commented Jenny Shin, Co-president of CPRS Toronto Chapter and owner of Milestones Public Relations. “The PR industry is thriving in Toronto and staying ahead of the curve in knowing the latest trends and tools is critical for every practitioner. Being an active member of CPRS allows me to continuously learn and keep my knowledge current.”

“Finding likeminded people to bounce ideas around, and more experienced people to learn from, is what keeps me coming back to CPRS,” said Michelle Dias, Director of Membership, CPRS Toronto, and Marketing Manager, PR and Communications for IHG. “The diversity of the membership ensures there is something for everyone, no matter what sector you work in, what age you are, or at what stage your career is at. The CPRS Toronto family is giving, passionate and always there for each other. I look forward to meeting everyone this evening.”

March is Membership Month at CPRS, and the Society is offering new members who join before March 31 twelve free issues of the Public Relations Society of America’s (PRSA) Strategies and Tactics magazine; a $100 value. In addition, for existing members who refer colleagues, not only can they earn up to $800 in referral credits, but also get the chance to win a free full conference pass to #EvolvingExpectations, the CPRS’ national conference being held in Edmonton, Alberta June 16-18.

Here are a few more great reasons to join CPRS Toronto:

  • The CPRS Accreditation program, where members demonstrate their experience and commitment to the public relations profession and receive their APR® designation. Application deadline is December 1, 2019;
  • Member-only pricing for the 2019 National Conference in Edmonton in June;
  • Complimentary webinars – Monthly professional development webinars are offered as an exclusive member-only benefit;
  • Professional development and engagement opportunities with local or national boards, committees, task forces and special CPRS initiatives – These opportunities open the door to added professional skills and career learning, mentorship opportunities and knowledge transfer.

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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