NEW PERSPECTIVES

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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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Event Recap: CPRS Toronto panel revealed the top communication trends for 2019
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At the first Canadian Public Relations Society (CPRS) – Toronto Chapter event of the year on January 15, a panel of CPRS members and thought leaders explored communication trends to watch for 2019. This year, we expanded the conversation on trends to the areas of Government Relations, Government Communications, Internal Communications and the Not-for-Profit Sectors.

The panel included:

  • Kathleen Garrett, APR, Assistant Director Internal Communications, Workplace Safety and Insurance Board
  • Antonietta Mirabelli, Executive Director of Communications and Marketing, Havergal College
  • Steve Piazza, Communications and Media Relations Advisor, Legislative Assembly of Ontario
  • Bryant Sullivan, APR, Assistant Director of Corporate Communications, Ontario Government’s Treasury Board Secretariat

The discussion focused on five key trends.

Trend 1: PR practitioners need to integrate data and data analysis
Bryant Sullivan said, “The more strategic we can be, the better we can serve our clients.” Data is a powerful way to generate insights and provide quantifiable measures. To create a culture change and become a data culture, PR practitioners can integrate various tools into their work. One such tool is the RACE formula. Looking forward, Artificial Intelligence will continue to grow at a rapid pace and place a greater importance on the need for data.

Trend 2: PR practitioners need to prepare for the unpredictable in the political landscape
Although not all PR practitioners work in public affairs, the political landscape impacts us all. It was a tumultuous 2018 and 2019 brings the Canadian federal election to the forefront. Steve Piazza stressed the importance of having your issue on the public agenda before policies are made.

Trend 3: PR practitioners don’t need to change the rules of engagement
As new trends begin to emerge, there is a tendency to jump on all the new ideas. However, Antonietta Mirabelli said you must not to lose focus on how your audience wants to receive the message. By understanding your audience, they feel heard by you. Antonietta Mirabelli said, “There is this pressure to have really great ideas all the time, but you just need to spend time with other people who are like-minded to find a good solution that works for your audience.”

Trend 4: PR practitioners need to be aware of how we share messages
Kathleen Garrett discussed the importance of internal communications and how it connects the dots for organizations, leading to improved performance and employee experience. When thinking about how to share messages with your audience, remember four key things. First, find opportunities for convergence among multiple messages so you don’t overwhelm the audience. Second, flag collisions between projects. This can help prevent overload. Third, have a pulse on employee sentiment and reason. Finally, predict and report on the message conveyance through data.

Trend 5: Storytelling is still paramount to PR
All of the panelists agreed on the importance of storytelling. Storytelling is the perfect way to maximize the impact in minimal time. Bryant Sullivan made a great point when he said, “Storytelling isn’t trendy, it’s timeless.”

This CPRS Toronto communications trends panel is the second annual, hosted by the local chapters president(s) with panelists made up of thought-leading chapter members.

By Meg Sharpley CPRS Toronto Volunteer

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Profile: ACE Awards
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Lauren Dineen-Duarte Winner of the 2016 CPRS Toronto PR Professional of the Year Award.

To celebrate the opening of submissions for the 2019 CPRS Leadership Awards, we caught up with Lauren Dineen-Duarte who won the 2016 CPRS Toronto PR Professional of the Year Award. The CPRS Leadership Awards recognize individuals in public relations who have achieved excellence in their careers or made significant contributions to the field of public relations.

Where do you work and what do you do?
“I work at American Express Canada as the Director of Public Affairs & Communications. Since joining the company in 2008, I’ve led the public relations and social media strategy. I’ve been responsible for developing and driving the communications strategy, content development initiatives and paid media strategy for the Canadian market. What’s unique about my role is that I oversee both the content development and paid strategy behind our social media advertising, which helps create a holistic strategy to drive results and increase brand awareness.”

What did winning the CPRS Toronto PR Professional of the Year Award mean to you?
“The CPRS awards gala was an amazing evening and it was a fantastic compliment to be handed the accolade. It was definitely a moment to remember as I had a great deal of pride collecting the CPRS Toronto PR Professional of the Year award. To me, this win was more than just a personal achievement – it represented the hard work both myself and my team have accomplished over the years.”

How, if any, has the CPRS Toronto PR Professional of the Year Award impacted your career?
“Being awarded the 2016 CPRS Toronto PR Professional of the Year played a key role in building my profile, both inside and outside my organization. Internally, it helped me gain recognition for the work I do and the value I provide to our business. From an external perspective, it helped increase recognition as an industry leader within the PR community.”

What has been the most rewarding part of winning the CPRS Toronto PR Professional of the Year Award?
“As mentioned earlier, I’d say the most rewarding part of winning the CPRS Toronto PR Professional of the Year Award has been the recognition it provided me. My team and I are constantly pushing the envelope and creating new PR strategies, so being recognized as a leader in this space helps with my credibility when spearheading new communication tactics and initiatives.”

What have you been up to since you won the award in 2016?
“Over the past few years, I’ve been busy with both my career and family life. The PR industry is constantly evolving, so I’m always exploring different ways to connect with our audience. It’s an exciting time to be in PR, so I make sure my team and I stay ahead of the curve and raise the bar with fresh, innovative ideas. An example is how we’re levering social media advertising and influencer relations more than ever before. Outside of my career, it’s been so much fun to see my two young boys – Kingsley and Theo – grow up. Being a mother is something I cherish, so I’m always keeping busy with my family and being a role model for my children.”

What are some of the biggest challenges you have faced in your career?
“One of the challenges I’ve faced in my career is finding ways to measure the work we do in PR. For example, when the popularity of social media emerged, it was important for me to show the business impact it had for our company and why we should allocate more funding towards it. Although it was challenging to transition from traditional marketing to a strategy that includes social media and influencer-led marketing, it’s an accomplishment I take a lot of pride in.”

What are some of the biggest highlights and successes you have had in your career?
“With more than a decade of experience in PR, I’m grateful for the opportunities and successes I’ve achieved throughout my career. If I had to narrow it down to just a few, it would be a combination of being recognized for my work both inside and outside of my organization and giving back to the industry by being a judge for a number of notable awards. It’s also been great to participate in various speaking opportunities throughout the years. In terms of the projects I’ve worked on, creating and launching American Express Canada’s Women at Amex initiative is one near and dear to my heart. I’ve always been passionate about advocating for women in the workplace making it a natural fit for me. The program is focused on supporting the development and advancement of women in corporate Canada. It’s been great to see Women at Amex grow into a key driver for our diversity and inclusion efforts.”

Do you think it’s important to recognize work in PR?
“I believe it’s important to recognize work in PR because we help protect, enhance and build a company’s reputation. Now, more than ever before, PR has become a vital aspect to any organization. Continuing to recognize our work will help build stronger relationships within the industry and show the value PR brings to companies.”

If you could give one PR tip, what would it be?
“Our industry is constantly evolving at such a fast pace, so my tip would be to make sure that you are staying on top of new trends, as well as thinking broadly and outside of the box. Gone are the days where traditional PR was the only method of communicating to your audience. Exploring new streams of digital communications, like social media advertising and influencers, is key to reaching your audience. It’s important for PR professionals to never stop learning and to take a holistic approach to communications.”

Do you know someone who deserves to win a CPRS Leadership Award? Nominate a student, your boss, a colleague or CPRS Toronto volunteer today! The Leadership Awards will be presented at the ACE Awards Gala on May 23, 2019.

By Meg Sharpley CPRS Toronto Volunteer

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Spotlight: CLIF Nut Butter Filled Energy Bar
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Situation: In the spring of 2017, CLIF Bar was set to launch an all-new, category-first energy bar in the Canadian market—the CLIF Nut Butter Filled Energy Bar, CLIF’s first all-new energy bar to launch in Canada since the classic CLIF Bar.  Golin was tasked with developing a robust media relations strategy to generate mass consumer awareness and encourage product trial for their new bar.

 

Campaign: After extensive research by Lieberman Research Worldwide informed that Ontario and British Columbia were their primary markets and their key consumer was an active, health-conscious user, Golin launched a three-phased interactive campaign focused on aligning the CLIF bar with activities and an environment that promotes a healthy and active lifestyle. During ‘CLIF Media Basecamp’ influencers and media were brought to Whistler, B.C. and immersed in a 3-day winter adventure experience designed to build adventure equity and associate their brand with winter sport in Canada.  ‘Bike to Work Day’ launch the product to everyday cyclists in Toronto connecting the new bar to the brand’s history, having been created on an epic bike ride over 25 years ago.  In June 2017, CLIF and Golin announced a two-year partnership with Trans Canada Trail (TCT) to sponsor the construction of 150 kilometers of “greenways” and support the connection of The Great Trail, the longest recreational trail network in the world.  Springing off this exciting announcement, ‘Feed Your Adventure’ encouraged Canadians (through top-tier media), to discover adventure along The Great Trail with CLIF’s Nut Butter Filled in their pocket.

 

Results: Golin secured over 45MM+ impressions and over 100+ unique pieces of coverage for CLIF’s launch including spokesperson interviews, top-tier consumer media placement and influencer coverage. As a result of the launch campaign, CLIF reported that CLIF Nut Butter Filled Energy Bar was one of their most successful Canadian launches to date.

 

About: Golin are a progressive public relations agency, designed to reach a profoundly diverse global market. We proudly reclaim and redefine PR at a time when earning attention has never been more important. Through thought leadership and creativity, Golin provide effective solutions for major brands through a variety of specialties within their key practice groups: Consumer, Corporate, Digital, Healthcare, Multicultural and Technology. https://golin.com/

*This strategic campaign was submitted for a 2018 CPRS Toronto ACE Award, and is a Bronze winner for Best Use of Media Relations (over $50,000)

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Spotlight: The Workplace Safety and Insurance Board (WSIB)
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Situation:  From Town Hall to Kickoff at the WSIB

The Workplace Safety and Insurance Board (WSIB) has roughly 4000 employees in 14 offices across Ontario. In 2017, the WSIB created its first dedicated Internal Communications team, with a mandate to redefine and improve the approach to communicating with employees.  To build a better understanding of their 2018 strategic objectives and measures and increase visibility of the senior executives a revamped Kickoff tour of all-staff events was launched at the start of 2018.

 

Campaign:

Kickoff content was designed to deliver greater honesty, transparency and specificity about how they measure success.  Each regional office event featured one or more senior leaders, alongside the Chair or President and CEO, speaking to the organization’s 2017 performance, and their commitment to improving outcomes and providing excellent service.  Iconography, photography and employee videos were interspersed within the presentation, highlighting why people enjoy working there, and their thoughts on how to improve the organization.

 

Results:

Employees were able to offer feedback during the Kickoff sessions through data polling and “open mic” sessions with the executives, as well as through a follow-up survey . The Kickoff tour was well received with 74% of respondents agreeing that it helped them understand key 2018 objectives.  Overall satisfaction with the Kickoff tour was 22% higher than the last Town Hall tour. With direct access to a variety of senior leaders, visibility and appreciation of the executive increased.

 

About:  The Workplace Safety and Insurance Board is an independent trust agency that administers compensation and no-fault insurance for Ontario workplaces. http://www.wsib.on.ca

*This strategic campaign was submitted for a 2018 CPRS Toronto ACE Award, and is a Bronze winner for Internal Communications Campaign of the Year.

 

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It’s National Volunteer Week!
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At CPRS We Celebrate The Value Of Volunteering! We want you to know how much we appreciate you!

People put a spring in our step and smile on our faces. “This Volunteer Week, April 15-21, 2018, we can’t thank our volunteers enough,” says CPRS Co-Presidents Danielle Kelly and Erica Silver. “Our organization couldn’t function without your dedication to the profession.” Do you enjoy volunteering for CPRS Toronto? Tell us why in a tweet!

We are shining a light on just a few of the incredible volunteers in our community who take the time to help others by giving your time and talents! This week — and every week — we thank you.

“Volunteering for the CPRS is a terrific way to get involved in the industry and I would recommend it to any aspiring or current PR practitioner! There are many opportunities to meet influencers in the field, acquire knowledge and play a role in events.” Tremayne Gomes, CPRS member

“Volunteering for CPRS offers you the chance to expand your social network which ultimately is what PR is all about!” Kathleen Hansma, CPRS member

“I volunteer with CPRS as awards chair because I am inspired by the creative solutions my professional colleagues find in often difficult or misunderstood environments. I want to make recognition of their excellent work as special as possible.” Nancy MacMillan, ACE Awards Chair, Board Director

“Volunteering for CPRS makes you as an individual a part of something bigger. Suddenly you realize you are a part of the community where you can get support, advice and mentoring, where you can share your ideas, listen and be heard, sometimes get the necessary criticism, and always – learn something new.” Iryna Zheliasko, CPRS member

“CPRS has provided me with valuable learning experiences through volunteering at the ACE Awards this year. Volunteering has provided me with the opportunity to meet experienced professionals, as well as increase my understanding of PR campaigns. I hope to continue to volunteer with CPRS as I proceed further into my career.” Caroline Eisen, CPRS member

“I have gained first-hand knowledge of the PR industry and its nuances and learned about some of the best campaigns in the market. I have met some of the influencers in the community who are welcoming and encouraging in helping you build your career. I urge young professionals to be involved with CPRS if they wish to make a career in the public relations industry in Canada.” Vaibhav Joshi, CPRS member

“One of the best things about our industry is the people. Volunteering with CPRS Toronto gives me the chance to see my colleagues, meet new ones and help to create a program that makes them enjoy their jobs as much as I do.” Robin Smith, Communications Chair, Board Director CPRS

For those interested in learning more about volunteering opportunities, and our new CPRS mentorship program, please contact Sheri De Carlo, Volunteer Chair on the Board of Directors at volunteers@cprs.org.

 

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CONGRATULATIONS TO CPRS TORONTO MEMBERS WHO ACHIEVED LIFETIME STATUS THIS YEAR
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Seven members joined the ranks of their prestigious colleagues in achieving Lifetime Membership status with CPRS.  Lifetime Membership status is awarded to those candidates who have been active members of CPRS for 30 years and signifies the recognition by their peers of their contributions to CPRS and to the professional practice of public relations.

 

Terence (Terry) Flynn  Ph.D., APR, FCPRS, LM

Dr. Terry Flynn is an Associate Professor of Communications Management in the Department of Communication Studies & Multimedia at McMaster University and lead Professor and founding Director of the Master of Communications Management (MCM) program. Prior to joining McMaster University, Terry was a seasoned international communications consultant specializing in international reputation management, crisis and risk communications, and community relations and engagement. Terry is the recipient of the 2015 Philip A. Novikoff Memorial Award, is an award-winning teacher, an accomplished researcher and author with numerous publications in academic and professional journals, and a much sought after speaker on issues impacting the global public relations profession. An active member of CPRS, Terry’s many contributions include: serving as National President in 2009-2010, founding member of the National Council on Education, and one of the authors of the CPRS Pathways to the Profession.

Judy Lewis, LM

Judy is co-founder and Executive Vice President of Strategic Objectives, providing senior counsel to many of Canada and the world’s leading brands and organizations.  Named CPRS ‘PR Professional of the Year’, Judy specializes in results-oriented marketing and brand-building public relations campaigns, which have been recognized with over 200 awards. Strategic Objectives has been named ‘Agency of The Year’ several times by IABC and is the only Canadian PR agency to ever win the United Nations Grand Award for Outstanding Achievement in Public Relations. Judy is also an active community volunteer. She is the Chair of the Advisory Committee for Centennial’s Corporate Communications & Public Relations program and the Communications Strategist for The Canadian Centre To End Human Trafficking. Judy is a member of Profit Magazine’s Top 100 Canadian Women Business Owners and the recipient of the Queen’s Diamond Jubilee Medal and the Queen’s Golden Jubilee Medal for Outstanding Contribution to Canada and the Communications Industry.

Bruce MacLellan APR, FCPRS, LM

Bruce MacLellan is Founding President and CEO of Proof Inc., formerly Environics Communications, one of Canada’s leading public relations and public affairs agencies. Bruce is a veteran communications practitioner and entrepreneur providing counsel to leading private and public sector clients.   An avid and award winning conservationist, winning the Betty Day Award and the Vision Award from the Ontario Land Trust Alliance, Bruce volunteers with the Nature Conservancy of Canada, currently serving as National Board Chair, and is Past-President of the Lake of Bays Heritage Foundation.  He’s the former Chair of the Board of the Communications and Public Relations Foundation, and is the 2016 recipient of the CPRS Award of Attainment, presented to a CPRS member whose personal activities and leadership have gone beyond the call of duty.

Christine Smith   B.Ed, LM

Former newspaper journalist and employee communication specialist, Christine honed her leadership and communications skills as a Professor and program coordinator of Centennial College’s Corporate Communications and Public Relations postgraduate program.  Along with teaching and consulting, Christine developed the curriculum for the industry’s next generation of leaders and was nominated for the George Wicken Award for Outstanding Teaching.  As a freelance writer, Christine draws on her journalism background to create effective and strategic copy and content for a variety of clients, specializing in health care, education and non-profit. An active member of CPRS Toronto, Christine has served on the society Board and on the CPRS Education Council as lead exam developer for the Public Relations Knowledge (PRK exam).

Eileen Tobey  APR, FCPRS, LM

‎Eileen Tobey is Founder and CEO of beSPEAK Communications, a Toronto based boutique PR agency.  A senior executive with nearly 30 years of owner-management entrepreneurial expertise, Eileen has built a career focused on creating and managing successful initiatives for her clients.   She is an accredited Fellow of the Canadian Public Relations Society (CPRS) and an active member of CPRS Toronto, having served as an awards judge, grader and mentor within our organization for nearly 25 years.  Eileen is an inaugural SheEO Activator and currently sits as an independent board member at HealthPro.

Deborah Trouten, APR, FCPRS, ICD.D, LM

Deborah is a Toronto-based communications consultant with more than 30 years of experience with major global and national corporations. As founder and president of Dakota Communications Inc. in 1999, Deborah advises companies on reputation management, strategic communications, change communications & management, stakeholder relations and corporate governance. Her career spans a number of industries. She is also a certified board director and has been a director on several boards throughout her career including CPRS Toronto. Deborah currently serves as a member of the Communications & Public Relations Foundation board and Partners International.

Janet Wile  ABC, APR, FCPRS, LM

Currently Manager, Internal Communications, with Chartered Professional Accountants (CPA Canada), Janet is an award-winning business communicator and a champion for effective, integrated communications within organizations. She is accredited by both IABC and the Canadian Public Relations Society (CPRS). She was named a Master Communicator by IABC Canada in 2007 and became a CPRS Fellow in 2009.  She has mentored many students and accreditation candidates, sits on the advisory committee for the Corporate Communications program at Seneca College, and in 2006, was named ‘Mentor of the Year’ by CPRS Toronto.

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