NEW PERSPECTIVES

  • Danielle Kelly, APR
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The sexiness of PR
150 150 Danielle Kelly, APR

Diane Bégin, APR
ruckus Digital / APEX Public Relations

If public relations would have remained what it was say 15 years ago, I would have eventually have become bored and likely would have changed careers.

The tools available today have given us the opportunity to connect directly with our audiences, no matter how niche – and for that I’m grateful, because that’s what made me stay.

Human connection is the sexy part of public relations.

PR now gives us the opportunity for real two-way connection, as opposed to the primarily broadcast, or one-way model that previously existed for decades. And it can give us a taste of what an individual is about.

My own career in public relations started around 1997 when I was working for a small business association, which was heavily weighted in government relations as a lobbyist.

By 2004 (the same year Facebook was founded), while working full-time, I began my graduate studies, which is around the time when I felt a reawakening for the profession.

I became familiar with the Toronto School of Communication.

In particular, Marshall McLuhan’s 1964 “pioneering study in media theory” Understanding Media felt very real.

“With the arrival of electric technology, man has extended, or set outside himself, a live model of the central nervous system itself.” Marshall McLuhan, Understanding Media: The Extensions Of Man

Edmonton-born, Winnipeg-raised and as an adult, Toronto-based, McLuhan became a cultural icon between the 50s-70s.

The Playboy Interview, a Laugh-In bit with Goldie Hawn called “Marshall McLuhan, Whatcha Doing?, and a cameo in Woody Allen’s Annie Hall with Diane Keaton are some of the outcomes of how dramatic of an influence McLuhan had on society at the time.

He died in 1980, but in the mid-2000s, the National Film Board – recognizing the timelessness of his thinking – released McLuhan’s Wake.

Consider the many things McLuhan said and how they continue to resonate today. Also keep in mind, a number of people at the time thought he was crazy.

“We become what we behold. We shape our tools and then our tools shape us.”

“In this electronic age we see ourselves being translated more and more into the form of information, moving toward the technological extension of consciousness.”

“A point of view can be a dangerous luxury when substituted for insight and understanding.”

“The new electronic independence re-creates the world in the image of a global village.”

“As technology advances, it reverses the characteristics of every situation again and again. The age of automation is going to be the age of ‘do it yourself.’”

“The more the data banks record about each one of us, the less we exist.”

“Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition.”

“The photograph reverses the purpose of travel, which until now had been to encounter the strange and unfamiliar.”

“Obsolescence never meant the end of anything, it’s just the beginning.”

The magic in Mcluhan’s thinking is essentially pattern recognition of the effects of all forms of media on individuals.

He realized that humans are always just humans – no matter the time period they’re in, or the media available.

The ability to be able to connect directly – and increasingly in more meaningful ways – with the “extensions of man” that we know today as social media, was the shift that I needed to realize that PR was where I continue to want to be.

 

 

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ACE AWARDS – GET RECOGNIZED!
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As public relations practitioners, we build relationships so we can invoke change – to affect outputs, outcomes and business results.  According to Hon and Grunig (1999)1: Outputs are usually the immediate results of a particular PR program, often in the form of media coverage, awareness and exposure;   Outcomes: measure whether target audience groups actually received, paid attention to, understood and retained the messages; Business results are commonly recognized as effects that make a direct contribution toward the organization’s goals and objectives.

One go-to tactic is media relations – measuring output success with volume, key message placement, share of voice and tonality. What about the results that are not covered by mainstream media – that are targeted to smaller audiences or issues we want to remain out of the headlines?

We want to recognize your hard work in these areas.  Apply for an Ace Award.
•    Employee Engagement / Internal Communications Campaign of the Year
Purpose: Recognizes exemplary employee engagement and/or internal communication programs that improved employee-management relations, strengthened employee communities and/or successfully administered change management.

•    Investor / Financial Relations Campaign of the Year Purpose: Recognizes outstanding communications work targeted toward investors, shareholders and other financial audiences.

•    Crisis or Issues Management Campaign of the Year Purpose: Recognizes effective crisis and/or issues management work through the use of strategic public relations.

1.    http://www.instituteforpr.org/wp-content/uploads/Guidelines_Measuring_Relationships.pdf

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President’s Message: 2017 YOU’VE ARRIVED – THANK GOODNESS!
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The year of the Fire Rooster is upon us and since it only comes every 60 years, let’s make our mark! Efficient hard work filled with integrity is the key to meeting goals and achieving success this year1.  We are looking forward to another successful year at CPRS Toronto, with an enthusiastic team on the Board of Directors working on some exciting projects.

 

The 2017 ACE Awards have been announced and the deadline will be here before you know it, so get started and submit your awe-inspiring campaigns and be recognized by your peers.  Want to display your hard work at Illuminate 2017? The Jan. 30 deadline to be part of the 2017 Research program in Kelowna, is a few weeks away.

 

We will also have a robust calendar of professional development events, so stay tuned for more details in the coming months!

#CPRSproud

Cheers,

Danielle Kelly, APR

Erica Silver, APR, MA

Co-Presidents, CPRS Toronto

 

  1. http://www.sunsigns.org/chinese-horoscope-2017/
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THE ACE AWARDS IS FAST APPROACHING!
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2016 was a doozy! But a lot of hard work was accomplished, so why not reflect on your past achievements and celebrate with an Ace Award!  Display your hard work and strategic success with your peers – a room of industry pros and innovators!

The annual ACE Awards recognize communications excellence in the public relations industry. It’s not too late to apply, though the deadline is fast approaching.

Get started on your entry today and be sure to make that early bird deadline on February 3. Also, don’t forget to mark May 2nd in your busy agendas for this year’s gala!

More information on eligibility, submission requirements and campaign entry categories is available on the CPRS Toronto website.

Important Dates and Deadlines:

2017 Key Dates

  • February 03, 2017 – Early Bird Submission Deadline
  • February 24, 2017 – Full Submission Deadline
  • February 27, 2017 – Leadership Award Submission Deadline
  • May 2, 2017 – ACE Awards Gala

Enter at www.cprstoronto.com!

Questions? e-mail ace@cprstoronto.com

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How the Trump Presidency Could Impact Canada
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white-house

By now, most of us are familiar with Donald Trump’s bold, in-your-face campaign to “Make America Great Again.” While Trump seems to have toned down his approach since winning the Presidential election, it’s a certainty that Canadian relations with our southern neighbour are about to change. After all, the President-elect was accurately predicted by an episode of “The Simpsons” 16 years ago.

One of the most shocking moments for me (of which there were many during Trump’s campaign), was when a 2012 tweet from Trump’s twitter account came to the surface, where he stated that “The concept of global warming was created by and for the Chinese in order to make U.S. manufacturing non-competitive.” The incoming president has openly denied climate change, and his policies could not be more different than that of his predecessor, President Obama. They could also not be more different than that of Justin Trudeau.

Trump has promised to scrap Obama’s Clean Power Plan, a policy implemented last summer to reduce greenhouse gas emissions. He’s even mentioned cancelling the Paris Accord, a global climate change agreement signed last year. Meanwhile, in Canada, Trudeau is pushing forward with a controversial carbon tax to be implemented by 2018, as well as the phasing out of coal power by 2030.

Another environmental policy that will likely be on Trump’s chopping block is the North American Climate, Clean Energy, and Environment Partnership, an agreement made by Obama, Trudeau, and Mexico’s President Enrique Pena Nieto in 2016. A key goal of this partnership is to generate at least 50% of power from clean sources by 2025, which is again, the opposite of Trump’s environmental agenda. Given that Trump threatened to build a wall across America’s border with Mexico, he won’t be staying in the partnership just for friendship.

If Trump does pull the U.S. out of the environmental partnership with Canada and Mexico, the policy won’t crumble apart though. Canada and Mexico still have a strong relationship, evidenced by the recent lift on Visas for Mexicans entering Canada, and the Mexican government ending a ban on the import of Canadian beef. The two countries will remain aligned, but without participation of the United States, the ambitious clean energy goal of the partnership will not be reached by 2025.

While reaching the goals made at the North American summit are dependent on the participation of the USA, Trudeau’s aggressive climate change policies within Canada may help combat some of the setbacks Trump implements. Despite widespread criticism of the carbon tax, Trudeau is moving forward with it. Alberta’s premier Notley initially vowed to reject the tax, unless Trudeau approved more pipelines. Hard hit by a slumping oil industry, Alberta was right to demand something in return for their support.

Earlier this week, Trudeau approved two pipeline projects, gaining support for his carbon tax from Notley. This was a smart move for the Prime Minister, because being the oil producing province, Alberta is the largest emitter of greenhouse gases in the country. While it remains to be seen what the effects are from the carbon tax, without Alberta’s support, it’s unlikely the tax would have a positive impact on the Canadian environment.

Meanwhile, in the United States, Trump is a coal supporter, and his promises to bring jobs back to the industry helped him gain the support of those in the declining coal industry. According to a 2015 study, over 50,000 jobs in the coal industry were lost between 2008-2012, providing the President-elect with a strong base of voters to support his platform. The planned increase of U.S. coal production is concerning for the air quality of Canadian border towns, specifically those in Ontario and Alberta, as coal production in the U.S. is highest in bordering states with these provinces. It’s doubtful that Trump can rebuild the industry to what it once was. Demand for U.S. coal worldwide has declined significantly, with exports decreasing by 23% in 2015. With the decrease in demand, the coal industry will not be the savior of American jobs that Trump had promised.

While Trump may set Canada back on its emissions reductions goals, Canada will continue to move forward with its environmental agenda. Despite criticism of Trudeau’s policies, the timing could not be better for taking a strong stance on protecting the environment. In combination with a strong global alignment for climate change action, the environment in Canada should not be negatively impacted by the new president.

Amy Hayman

Amy is a Commerce graduate working in the insurance industry, and is currently studying Public Relations in Toronto.

 

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Event Recap: Content Strategy with Fifth Story
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On October 20th Fifth Story held14753654_1301984683169710_299966347841693953_o an open house for CPRS Toronto at Workhaus and through a dynamic presentation, shared insights for creating compelling video content, and the top tips brands need to know to create engagement.

By injecting humour and high end visuals, Fifth Story’s Shelley Middlebrook and Paul Abrams kept the room entertained as they counted down the rules of engagement that organizations must embrace if they are to cut through a cluttered marketplace, and engage their audiences.

Fifth Story tells us, with 110 trillion pieces of original content created every year, you’ve got 8 seconds to capture the attention of the consumer. Their solution? Add value through Emotional Storytelling.

14884529_1301984783169700_3986814906894195397_o

With a multi-platform focus, brands need to reach consumers on all channels with consistency and repetition, on earned, paid and owned media. But there is an opportunity to cater messages to specific channels and target and amplify key messages with appropriate and proven tactics. Using an integrated approach and compelling written words, audio and video, you can drive brand awareness and start the conversation.

For more great ideas and tips, check out @5FifthStory
http://fifthstory.com/en/

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Where are they now?
451 451 Admin

Featuring Erika Manassis, Seneca College Student Representative, CPRS Toronto Student Steering Committee

What did you enjoy most about being on the SSC?

Being on the SSC gave me the opportunity to not only attend student events throughout the year, but to help plan them. I enjoyed acting as liaison between my peers at Seneca College, and my fellow committee members, because it meant I could help make sure that the interests of my classmates were reflected in our SSC events. This made occasions like Passport to PR, and PR 360 much more relatable and applicable to students. It felt great to have a hand in that experience!

As a member of the SSC I was also introduced to non-student members of CPRS Toronto, many of whom I keep in touch with today. The opportunity to mingle with and learn from professionals in the field was invaluable to me as a student trying to find my place in this industry.

And of course – I’ll always be grateful for having met my fellow SSC members through this committee! Though we came from different personal and professional backgrounds, and now work in various fields, it’s nice to know that I have a support system of 15 amazing individuals close by!

Where do you work now, and what do you do?

In April 2016 I joined the team at Cohn & Wolfe Toronto as an Intern. In mid-July I took on the position of an Account Coordinator.

As an Account Coordinator I have a wide variety of responsibilities. From media monitoring, to developing coverage reports, to communicating with bloggers, to pitching stories to media outlets across the country. Every day is different. Most of the portfolios I work on are consumer products, which allows our team to have a lot of fun with story angles, creative pitch notes and media events.

One aspect of my job that I most enjoy is developing relationships with Canadian journalists.  It can be difficult to get to know journalists over email, so I continue to attend CPRS Toronto events each month, where the focus is often on how to communicate with members of the media. At work, I develop these relationships by making phone calls instead of emails to journalists when possible, and doing my best to know what a journalist typically looks for in a story idea.

How do you think CPRS Toronto helped advance your career or get you ready for your current position?

Volunteering with CPRS gave me “real world” PR experience while I was still a student. Continuing to volunteer now that I work at a PR agency offers many opportunities to continue to learn from industry colleagues, and experts in the field. Since joining CPRS Toronto as a student member in September 2015, it has been nothing but a beneficial personal and professional experience!

—

LinkedIn: https://ca.linkedin.com/in/erikamanassis

  • Lois Marsh
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Everything You Wanted to Know About Journalists But Were Afraid to Ask
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Everything You Wanted to Know About Journalists But Were Afraid to Ask 

By Melissa Meyer, Communications Assistant, CNW Group

This post originally appeared on CNW’s Beyond the Wire blog, at: http://cnw.newswire.ca/blog/Media-Relations-BestPractices.html

In Canada, PR professionals outweigh journalists 4:1 and media outlets continue to consolidate as newsrooms keep shrinking. It’s never been more important for PR professionals to have top-notch media relations skills, but approaching a journalist can still be challenging even with the added convenience of social media. How can PR build real relationships with Canadian media?

On June 23rd, CPRS Toronto presented survey data collected from Canadian journalists by Leger and CNW about their PR and media relations preferences. Presented by Dave Scholz, Managing Partner of Leger 360 and Laurie Smith, VP Strategic Communications, Media and Audience Relations at CNW, the study results reinforced some key essentials and introduced new ideas foranyone seeking to improve their pitching skills.

A panel moderated by Daniel Tisch, APR, FCPRS, President and CEO, Argyle Public Relationships included Linda Andross, ABC, Managing Partner at APEX PR/ruckus Digital, Stacey Dunseath, Executive Producer for The Agenda with Steve Paikin, Steve Ladurantaye, Managing Editor, Digital News at the CBC, and Mary Vallis, Life Editor for the Toronto Star. Here are a few highlights from the lively event:

It’s “and” not “or” when it comes to methods of reaching journalists

Include new channels into your media outreach strategy, but don’t abandon old ones. For example, the existence of Twitter has not rendered news releases obsolete; both are now required according to journalists, who understandably don’t want you to make them work too hard to find your story idea.

When weighing the merit of writing about your news, journalists will consider how the story will play out across all platforms, whether in print, digital, social or broadcast, depending on the outlet and the opportunity. PR practitioners should think the same way when pitching and create ways to make this easily apparent in their pitch or news release.

“The story we tell on the CBC’s website is different than the story told on Twitter, which is vastly different than how a story will be shared on Snapchat,” said Ladurantaye.

The study found that while some journalists like being pitched over email, some still prefer a phone call (!!!) and some prefer social media exclusivity. For PR practitioners, it really comes down to learning about the people on your distribution list and catering to their individual preferences.

“Be willing to step outside your format in order to meet my format,” said Vallis.

This means, that if you really want to do things well, you’ve got a lot of work to do on that media list BEFORE you actually need that media list. It’s too late on the morning of a big announcement to be concerned with tweaking individual pitches – you need to have done this in advance or you’re only going to have time to prepare a generic “blast” style email pitch to your entire list and hope for the best. On that though, while journalists hate the impersonal touch, if the news is good enough or if the pitch demonstrates relevance to their audience, they’re going to pursue it no matter how it arrives.

When it comes to following up on a story pitch or news release, every journalist’s preference will differ. Stacey Dunseath welcomes follow up calls, as stories are sometimes overlooked unintentionally, whereas Mary Vallis would rather not receive follow ups — at all.

Journalists receive, on average, 11 pitches per day. Despite what we read and hear, almost half of journalists surveyed thought the number of pitches they receive is “just about right” while the restsaid it was too many. A surprising 4% of respondents reported they don’t get enough pitches!

Helpful hint: The majority of journalists said bullet points are best in a pitch – don’t get bogged down in lengthy descriptions.

The bottom line:

PR professionals should take the time to the personal preferences of the individuals on their media lists and tailor their pitches and outreach channels accordingly.

Build real relationships

“Relationship building is an analog process,” said Tisch.

“PR practitioners need to put work into their media relations,” added Andross.

“I’m more likely to read your email if I already know you’re a good source,” said Vallis.

“If I know you, and I like you, I will do you a favour once in a while if I can,” said Ladurantaye.

“One of my dearest friendships started out as a PR-reporter relationship,” added Dunsneath.

So where should you start? According to Dunseath, it’s quite simple; “take a journalist out for coffee; it’s a great way to get started.”

Don’t forget thatengaging on social media isn’t the same as a real relationship. “Social media makes us feel closer, but we truly aren’t,” reminded Ladurantaye. All panelists recounted PR professionals who have become close friends because their relationships spanned beyond their work responsibilities.

A word of caution to young PR professionals: it’s not as easy as our panel made it sound to take a journalist out for coffee. Much like needing job experience to get a job, you also need to know a reporter in order to get to know them over coffee. It may take some time to find the right opportunity to do so, but it should be an activity you pursue over the course of your career.

While it is often the case that pitch emails and follow up calls fall to those with the least experience, this is not the best approach. Andross advised that the right people to be pitching a client’s story may be scattered throughout an account team. Take the time to review your media list in advance and determine who has the best relationship or credibility with each journalist.

The panel also discussed the advantage of using exclusives to build relationships and create the best coverage for your news.

Exclusivity is high on a journalist’s wish list. “I don’t want the story that everybody gets,” said Ladurantaye. “Pitch where you will get the most bang for your buck. Even with one outlet, others will follow.”

Indeed, one of the main sources for story ideas comes from what other news organizations are writing about. This is the case for 43% of journalists surveyed.

If the story is perfect for a particular outlet, there may be no point in sharing it with several others and risk no one covering it at all. It often takes some discussion up front to determine interest and set out timing, so plan accordingly.

Andross advised that before undertaking a one-outlet approach, the PR team should always get buy-in from the client. “Educate your clients to understand that not every journalist wants to be pitched for everything and in the same way as everybody else,” said Tisch.

If you don’t have buy-in, or if you firmly believe the story has broad appeal, try to create alternative angles for different outlets, to prevent them from covering the story in identical ways.

Helpful hint: Always include multimedia with your news release and experiment with including different images with your tailored pitches. Don’t include them as large attachments. Try using Dropbox instead.

The bottom line: The media is a competitive business and journalists don’t like writing the same story that someone else is writing. Be creative and present each outlet with a way to cover it best, their way.

  • Lois Marsh
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Everything You Wanted to Know About Journalists But Were Afraid to Ask
150 155 Lois Marsh

Everything You Wanted to Know About Journalists But Were Afraid to Ask 

By Melissa Meyer, Communications Assistant, CNW Group

This post originally appeared on CNW’s Beyond the Wire blog, at: http://cnw.newswire.ca/blog/Media-Relations-BestPractices.html

In Canada, PR professionals outweigh journalists 4:1 and media outlets continue to consolidate as newsrooms keep shrinking. It’s never been more important for PR professionals to have top-notch media relations skills, but approaching a journalist can still be challenging even with the added convenience of social media. How can PR build real relationships with Canadian media?

On June 23rd, CPRS Toronto presented survey data collected from Canadian journalists by Leger and CNW about their PR and media relations preferences. Presented by Dave Scholz, Managing Partner of Leger 360 and Laurie Smith, VP Strategic Communications, Media and Audience Relations at CNW, the study results reinforced some key essentials and introduced new ideas foranyone seeking to improve their pitching skills.

A panel moderated by Daniel Tisch, APR, FCPRS, President and CEO, Argyle Public Relationships included Linda Andross, ABC, Managing Partner at APEX PR/ruckus Digital, Stacey Dunseath, Executive Producer for The Agenda with Steve Paikin, Steve Ladurantaye, Managing Editor, Digital News at the CBC, and Mary Vallis, Life Editor for the Toronto Star. Here are a few highlights from the lively event:

It’s “and” not “or” when it comes to methods of reaching journalists

Include new channels into your media outreach strategy, but don’t abandon old ones. For example, the existence of Twitter has not rendered news releases obsolete; both are now required according to journalists, who understandably don’t want you to make them work too hard to find your story idea.

When weighing the merit of writing about your news, journalists will consider how the story will play out across all platforms, whether in print, digital, social or broadcast, depending on the outlet and the opportunity. PR practitioners should think the same way when pitching and create ways to make this easily apparent in their pitch or news release.

“The story we tell on the CBC’s website is different than the story told on Twitter, which is vastly different than how a story will be shared on Snapchat,” said Ladurantaye.

The study found that while some journalists like being pitched over email, some still prefer a phone call (!!!) and some prefer social media exclusivity. For PR practitioners, it really comes down to learning about the people on your distribution list and catering to their individual preferences.

“Be willing to step outside your format in order to meet my format,” said Vallis.

This means, that if you really want to do things well, you’ve got a lot of work to do on that media list BEFORE you actually need that media list. It’s too late on the morning of a big announcement to be concerned with tweaking individual pitches – you need to have done this in advance or you’re only going to have time to prepare a generic “blast” style email pitch to your entire list and hope for the best. On that though, while journalists hate the impersonal touch, if the news is good enough or if the pitch demonstrates relevance to their audience, they’re going to pursue it no matter how it arrives.

When it comes to following up on a story pitch or news release, every journalist’s preference will differ. Stacey Dunseath welcomes follow up calls, as stories are sometimes overlooked unintentionally, whereas Mary Vallis would rather not receive follow ups — at all.

Journalists receive, on average, 11 pitches per day. Despite what we read and hear, almost half of journalists surveyed thought the number of pitches they receive is “just about right” while the restsaid it was too many. A surprising 4% of respondents reported they don’t get enough pitches!

Helpful hint: The majority of journalists said bullet points are best in a pitch – don’t get bogged down in lengthy descriptions.

The bottom line:

PR professionals should take the time to the personal preferences of the individuals on their media lists and tailor their pitches and outreach channels accordingly.

Build real relationships

“Relationship building is an analog process,” said Tisch.

“PR practitioners need to put work into their media relations,” added Andross.

“I’m more likely to read your email if I already know you’re a good source,” said Vallis.

“If I know you, and I like you, I will do you a favour once in a while if I can,” said Ladurantaye.

“One of my dearest friendships started out as a PR-reporter relationship,” added Dunsneath.

So where should you start? According to Dunseath, it’s quite simple; “take a journalist out for coffee; it’s a great way to get started.”

Don’t forget thatengaging on social media isn’t the same as a real relationship. “Social media makes us feel closer, but we truly aren’t,” reminded Ladurantaye. All panelists recounted PR professionals who have become close friends because their relationships spanned beyond their work responsibilities.

A word of caution to young PR professionals: it’s not as easy as our panel made it sound to take a journalist out for coffee. Much like needing job experience to get a job, you also need to know a reporter in order to get to know them over coffee. It may take some time to find the right opportunity to do so, but it should be an activity you pursue over the course of your career.

While it is often the case that pitch emails and follow up calls fall to those with the least experience, this is not the best approach. Andross advised that the right people to be pitching a client’s story may be scattered throughout an account team. Take the time to review your media list in advance and determine who has the best relationship or credibility with each journalist.

The panel also discussed the advantage of using exclusives to build relationships and create the best coverage for your news.

Exclusivity is high on a journalist’s wish list. “I don’t want the story that everybody gets,” said Ladurantaye. “Pitch where you will get the most bang for your buck. Even with one outlet, others will follow.”

Indeed, one of the main sources for story ideas comes from what other news organizations are writing about. This is the case for 43% of journalists surveyed.

If the story is perfect for a particular outlet, there may be no point in sharing it with several others and risk no one covering it at all. It often takes some discussion up front to determine interest and set out timing, so plan accordingly.

Andross advised that before undertaking a one-outlet approach, the PR team should always get buy-in from the client. “Educate your clients to understand that not every journalist wants to be pitched for everything and in the same way as everybody else,” said Tisch.

If you don’t have buy-in, or if you firmly believe the story has broad appeal, try to create alternative angles for different outlets, to prevent them from covering the story in identical ways.

Helpful hint: Always include multimedia with your news release and experiment with including different images with your tailored pitches. Don’t include them as large attachments. Try using Dropbox instead.

The bottom line: The media is a competitive business and journalists don’t like writing the same story that someone else is writing. Be creative and present each outlet with a way to cover it best, their way.

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Where are they now?
648 1022 Admin

Featuring Terrence Freeman, Vice President, External, CPRS Toronto Student Steering Committee

What did you enjoy most about being on the SSC?

What I liked most about being on the SSC was having significant responsibility on the experiences and events we were creating for Toronto PR students.  As an executive member on the committee, I took part in making the decisions that would affect students’ CPRS Toronto experience, which also helped me grow professionally.

Where do you work now and what do you do?

During the summer, previous to my last year in Humber College’s bachelor of public relations program, I completed a public relations internship with Metro Ontario. Working client-side in a corporate marketing department allowed me to not only develop real-world industry experience, but also explore my interest in other aspects of marketing in addition to PR.

As I came closer to finishing my degree, I was offered a marketing coordinator job at Metro Ontario – and gladly accepted! While working on the more “traditional” marketing side of the industry I have continued to learn a vast amount of knowledge. I’ve also found that I have been able to transition much of my public relations skills to communicating to customers in other ways that the marketing aspect requires.

In my current position, I focus on everything “in-store” related. This includes communicating a variety of important messages to customers using multiple marketing elements including audio, signage and creative.

Although I originally had planned a career in public relations for myself, I am happy that my career path has steered into the broader world of marketing – a side of the industry that allows me to utilize the communications skills I learned in school and learn new skills I hope to apply throughout the rest of my career.

How do you think CPRS helped advance your career or get you ready for your current position?

Not only did my position on CPRS Toronto provide me with unique “real world” experience, but it also allowed me to meet and learn directly from top professionals in public relations industry.

—

Twitter: @itsterrence

LinkedIn: linkedin.com/in/terrencegfreeman

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