NEW PERSPECTIVES

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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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ACE Awards Submission Tips From the ACE Awards Judging Chair
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Submissions Deadline: March 11, 2019

This year’s ACE Awards Judging Chair, Lisa Covens, has the following recommendations for submitting award-winning campaigns!

– Plan ahead – don’t race against the deadline.  Give yourself and your team plenty of time to review the guidelines and proof your submissions.

– Respect the RACE formula – make sure goals are based on research and analysis and that they link to tangible results.

– Ensure your Executive Summary is clear and concise – judges need a quick and proper grasp of the campaign.

– Watch your file size – make sure the attachments meet the size restrictions.

– Review and review again – winning campaigns hit all of the requirements.

 

The winners of the 2019 ACE Awards will be celebrated at the gala on May 23rd. Reflect and celebrate the success of the work!

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Event Recap – Mia Pearson (MSL Group) breaks down branding to give young practitioners a headstart
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Written by Nancy MacMillan, CPRS Toronto Board of Directors

Branding is an essential pillar of the public relations services that a practitioner can offer. We create a brand experience and persona for the companies and clients we work with. But when it comes to our own personal branding as PR professionals, we often fall short.

 

Have you heard of The Judy Project? Inspired by Microsoft executive Judy Elder and facilitated by the Rotman School of Management, The Judy Project is one of Canada’s leading executive training forums, designed specifically to support women as they prepare to take on executive leadership positions.

 

Mia Pearson, CEO of MSL Canada, is one of several distinguished educators in The Judy Project program. With more than 25 years of experience in PR, social media and brand strategy, Mia is an expert at corporate reputation management, as well as executive thought leadership and brand strategy – and a true authority on the art of personal branding.

At a recent CPRS Toronto PD event, Mia shared that when it comes to personal branding, it’s often not good enough to be great at your job. You have to be seen as being great. You need to become “the CEO of ME Inc.” – and there are three steps to getting there.

 

Develop three key pillars and focus on those. Build them from your unique, personal experiences. Try creating your pillars in these categories:

  • Personal strengths (what are you great at?)
  • Company/professional goals
  • Industry trends

 

For those not in senior management positions, it might look more like:

  • What you are doing now
  • Philanthropic/volunteer work
  • Looking toward the future

 

Develop your personal PR Plan.

 

Once you’ve got your pillars, then you need to get out there by creating your personal PR plan!

 

  • Get social: Give special attention to LinkedIn, work with a partner to write an amazing summary section, and have a professional looking photo. You should also follow experts who have the same interests as you do (like and share their content and they will often reciprocate!) Remember: LinkedIn is your publishing platform.

 

  • Be visibly competent: Seek out opportunities for third party recognition and awards to add credibility to your brand. Having your work awarded at the CPRS ACE awards, for example, is a nod to others that you excel at what you do.

 

  • Amplify every opportunity: If you are speaking at an event, or if you receive an award, leverage your social networks to announce and celebrate that win!

 

“We are grateful to Mia Pearson for sharing her time and expertise with our membership. Guests walked away with very direct and actionable next steps for building their personal brand. Thanks to Mia, we’re all on our way to becoming CEO of ‘ME Inc’!” said Erika Manassis, Co-Chair of Professional Development for CPRS Toronto.

 

Special thank you to Omar Stephenson of OSNAP Photography, who captured professional head shots of our event guests.

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🚨Contest Alert🚨: Be our Valentine and come to the 2019 ACE Awards Gala!
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CPRS Toronto is looking for its Valentine this year and we want to get everyone in the ACE Awards spirit!

One lucky person will win 2 FREE tickets to the 2019 ACE Awards Gala on May 23, 2019. All you have to do is show @CPRSToronto a little Twitter love.

CPRS Toronto’s 2019 ACE Awards Gala will be held at The Carlu for the second year running. The Gala is a professional celebration par excellence. Professional communicators have the opportunity to relax with their friends and clients, enjoy a delicious meal and take an opportunity to review another successful year.

To enter the contest, hop on your Twitter account and head to @CPRSToronto. Find our pinned contest tweet, retweet it, follow @CPRSToronto and tag a friend.
The contest is open until 11:59 p.m. on February 14, 2019, at which point entries will not be accepted and a winner will be chosen.

We’re excited to choose our winner!

 

 

 

CONTEST RULES

1. CONTEST PERIOD: The ACE Awards Gala Valentine Contest (the “Contest”) begins at noon February 13 and ends at 11:59 pm on February 14, 2019 (the “Contest Closing Date”). No purchase necessary.

2. ELIGIBILITY: This Contest is open to all any entrant who complies with the following directives, entering the contest through Twitter.com:
– Shares the original contest Tweet
– Tags a second User
– Follows @CPRSToronto on Twitter

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: There is one (1) prize available to be won consisting of 2 tickets to the 2019 ACE Awards Gala (approximate value: $250). Prize must be accepted as awarded and is not transferrable or exchangeable for cash. 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 at on February 15, 2019 (the “Draw Date”) from among all eligible entries received as of the Contest Closing Date. The winner will be notified by Twitter at the email address used for their 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. PRIZE PICKUP: Prize details will be provided by CPRS Toronto closer to the date of the Gala.

7. 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.

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

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SPOTLIGHT: APEX Public Relations Inc.
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Situation:
Since 2016, Planet Fitness has hosted an annual campaign in support of its Judgement Free Generation charitable initiative, raising funds for the Boys’ and Girls’ Clubs of Canada to encourage a cultural change to help put an end to the bullying and judgement faced by youth today. For 2018, Planet Fitness hoped to get more members engaged in their gyms across Canada to ultimately increase the funds raised. For this year’s program, Planet Fitness decided to consult with Apex Public Relations Inc., to help reach their objectives and make 2018 their most successful year yet.

 

 

Campaign:
With the assistance and expertise of Apex Public Relations Inc., the team came up with the idea of a Snapchat activation within a 5 km radius across all 26 Canadian clubs from Sept. 1 to Sept. 30. The activation included a video ad explaining the initiative and a geo-filter for members who donated. The filter incorporated the following message, “Who exercised kindness by donating to the Boys’ and Girls’ Clubs of Canada?” with two thumbs up emoji’s intended to point to the donor/user of the geo-filter.

The goals of the campaign were to achieve $4 or less per thousand impressions (CPM) for the video ad, $12.50 CPM or less for the geo-filter and finally, assist with achieving 100 per cent of the overall fundraising goal.

 

Results:
The initiative turned out to be incredibly successful. The use of Snapchat was a hit with Planet Fitness members because approximately 79% of Snapchat users are over the age of 18, which paralleled with the campaign’s target audience. The Snapchat video ad achieved $2.19 CPM, which was 45 per cent better than the target goal and the geo-filter achieved $7.19 CPM which was also better than the target goal by 43 per cent.

The use of social media was an ingenious way to effectively convey the message that Planet Fitness aspired to spread, which was to encourage members to donate to the Boys’ and Girls’ Clubs but also to carry the positivity of the gym’s Judgement Free Generation Corporate Social Responsibility policy. Additionally, the campaign was so impressive that it was able to generate media coverage in Strategy Magazine.

 

About APEX Public Relations and ruckus Digital
APEX and ruckus Digital represent a collective of experienced, smart and creative communicators. Our unmatched track record of award-winning campaigns, client retention and client satisfaction are a testament to our ability to get it right, over and over again. Our work extends to all sectors, with a concentration on consumer brands, corporate and B2B, technology and reputation management. The key to our success is a fusion of senior level strategists, creative ideas, a passion for our work, client collaboration and a disciplined focus on achieving results that impact our clients’ bottom lines. For more information visit www.apexpr.com and www.ruckusdigital.ca.

About Planet Fitness
Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States by number of members and locations. As of December 31, 2018, Planet Fitness had more than 12.5 million members and 1,742 stores in 50 states, the District of Columbia, Puerto Rico, Canada, the Dominican Republic, Panama and Mexico. The Company’s mission is to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. More than 95% of Planet Fitness stores are owned and operated by independent business men and women.

By Kylie White CPRS Toronto Volunteer

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