NEW PERSPECTIVES

CPRS Toronto Student Steering Committee Profile: Seneca, Durham and Ryerson

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Get to know our 2015/2016 student representatives from Seneca College, Durham College and Ryerson University.

We’ll be introducing the rest of our student representatives right here on the blog in the coming weeks, so stay tuned!

 

 Erika

Erika Manassis

Seneca College, Public Relations-Corporate Communications

My name’s Erika and I represent Seneca College on the SSC. I am a recent Queen’s University graduate (Cha Gheill!), but reside in the GTA. I’m currently taking the post-graduate program in public relations and communications. This is my first year working with CPRS, and I already love how many opportunities for engagement the Toronto chapter has to offer.

What are you most excited for this year?

As a student representative, I have the unique opportunity to both plan and participate in student events, so I’m looking forward to seeing behind-the-scenes of CPRS. I’ve also gotten to know an amazing group of PR students at Seneca, and I can’t wait to get them all involved in upcoming events, workshops and social events through CPRS!

What do you do outside of school?

When I’m not studying communications, you’ll find me listening to podcasts (especially Freakonomics, Question of the Day and Stuff to Blow Your Mind), cooking Thai food, and blogging about public relations on my work-in-progress site MyPRJourney.weebly.com.

Tell us something unexpected about yourself

I like being organized, and hate feeling rushed, so I do my Christmas gift shopping every August.

Connect with Erika:

Twitter: @emanassis

LinkedIn: ca.linkedin.com/in/erikamanassis

Elyse

Elyse Carney
Durham College, Advanced Diploma for Public Relations

I’m Elyse Carney, and I am the CPRS SSC rep for Durham College’s Advanced Diploma in Public Relations. The past few months for me have been all about learning the foundation of PR. Over this next year, I’m looking forward to networking with students and professionals, as well as attending events such as Passport to PR. Outside of school, I love to write, and try to live a healthy, active lifestyle.

Fun fact about myself? I love to cook!

Connect with Elyse:

Twitter: @elyse_carney

LinkedIn: linkedin.com/pub/elyse-carney/105/974/791

Jamie

Jamie Jensen
Ryerson University, Public Relations Certificate

Hi Everyone! My name is Jamie and I’m representing Ryerson’s PR certificate program on the CPRS Student Steering Committee this year. As someone new to the program, we are limited to taking “Public Relations Principles” (CDPR 100) in the first semester as it is a prerequisite for all other courses in our program. That being said, it’s off to a great start. Our professor is fantastic and I find the material interesting.

What are you most excited for this year?
I’m very excited to meet and connect with fellow future PR professionals across the GTA through the many exciting events planned for this year. I’m particularly looking forward to Passport to PR later this month, as it will be a fantastic opportunity to gain firsthand insight into the industry.

What do you do outside of school?
Having recently moved to Toronto, I spend a lot of time exploring the city. I also love hiking, scuba diving, travelling and practicing yoga.

Tell us something unexpected about yourself:
I spent 6 months last year living in Sweden.

CPRS Toronto Student Steering Committee Profile: Charzie Abendanio, President

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Meet your 2015/2016 Student Steering Committee!

Stay tuned for more Student Steering Committee profile postings in the coming weeks.

Charzie

Charzie Abendanio

Humber College, Bachelor of Public Relations, fourth-year

My name’s Charzie and I am this year’s SSC president. Coming from the role as VP I learned so much from the previous team and cannot wait to execute our anticipated events. I’m completing my last year at Humber in the Bachelor of Public Relations Program and have been volunteering with CPRS Toronto since first year. I love being a part of this organization and enhancing our industry through professional development events and award recognition.

Where are you from?

Born in the Philippines but raised in Toronto.

Do you have any other post-secondary education?

I started my post-secondary career at the University of Toronto studying Psychology, English and Philosophy but took time off and then found PR!

What are you most excited for this year?

We’ve finally completed all the class talks this month and entered a total of 12 PR classrooms in the GTA. I enjoyed speaking to the students who will one day be working in the industry and may even become my colleagues.

What event did you enjoy the most last year?

Last year I had the chance to plan and organize the Passport to PR, winter edition. It was a great experience where I was able to learn and also help other students find the sector of PR they aspire to work in. This is probably the event where you can really see the different sectors PR has to offer.

Have you interned anywhere?

In the summer between my second and third year I had the chance to intern at energi PR, a mid-size agency with offices in Toronto and Montreal, and there I worked with consumer clients. This past summer I completed an internship at Weber Shandwick, a global PR agency. I worked with the corporate practice team and loved every minute there. I admire the company and all the great things the team there has accomplished and the great things they will accomplish in the future.

What is your dream job?

My dream job would be to work for a company that is recognized all over the world, such as Red Bull. I would love to work for a company whose motto is to gain wings and accomplish anything.

What do you do outside of school?

Alongside with school I work part time, rock climb and occasionally join in on a hot yoga class.

Tell us something unexpected about yourself:

I received my first tattoo last year when I was on vacation and before I left I couldn’t help but get another one. Those probably won’t be the last either!

 

Find Charzie on:

Twitter: @charziecastillo

LinkedIn: ca.linkedin.com/in/charzieabendanio

CPRS Toronto Student Steering Committee Profile: Fiona Pswarayi, Vice President

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Meet your 2015/2016 Student Steering Committee!

Stay tuned for more Student Steering Committee profile postings in the coming weeks.

Fiona

Fiona Pswarayi

Humber College, Bachelor of Public Relations, second-year

This is my first year working with the Student Steering Committee and I’m so excited to serve as the Vice President. If you see me out and about, don’t let my face fool you. I might look grumpy, but I’m actually a very happy person. So come over and say hello!

Where are you from?
I was born in Zimbabwe, raised in England, and now live in Mimico.

Do you have any other post-secondary education?

I completed a General Arts and Science certificate at Fleming College, and attended both the University of Ottawa and University of Windsor where I studied Communications.

What are you most excited for this year?

I’m really looking forward to meeting students from all the different programs across the GTA. Without the CPRS, I wouldn’t have the opportunity to make those connections.

What event did you enjoy the most last year?

Building Media Relations and 360°: All things connected were my two favourite events last year. I learned so much from the media and PR professionals at both events and can’t wait to attend them again this year.

Have you interned anywhere?

Not yet, but I have had the pleasure of volunteering with a number of organizations and agencies over the past year.

What is your dream job?

This is such a difficult question as my dream job changes from day to day, but definitely somewhere involved with fashion, lifestyle or entertainment.

What do you do outside of school?

You can find me volunteering, exploring Toronto with friends, writing and editing my blog, or spending some quality time with Netflix.

Tell us something unexpected about yourself:

I’m a big adrenaline junkie. I’ve bungee jumped, white water rafted, cliff dived and zip lined. Next on my list is skydiving.

 

Find Fiona on:

Twitter: @fionapswarayi

LinkedIn: ca.linkedin.com/in/fionapswarayi

CPRS Toronto Student Steering Committee Profile: Terrence Freeman, Vice President, External

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Meet your 2015/2016 Student Steering Committee!

Stay tuned for more Student Steering Committee profile postings in the coming weeks.

Terrence

Terrence Freeman

Humber College, Bachelor of Public Relations, fourth-year

Hello!

My name is Terrence Freeman – I am currently a fourth-year student studying towards my bachelor of public relations degree at Humber College. I moved to Toronto about six years ago to pursue post-secondary education in a city full of opportunities. I am looking forward to the new experiences my role as VP, external will bring.

Where are you from?

Hamilton, Ontario

Do you have any other post-secondary education?

I studied sociology for one year at Ryerson University.

What are you most excited for this year?

This year, I am most excited about our fall Passport to PR event! Having participated in last year’s Passport to PR event, I am excited to help plan an event that is able to provide so much insight for students.

What event did you enjoy the most last year?

Last year I most enjoyed the Passport to PR event. I had the opportunity to tour and learn about PR at Sears Canada and the Eaton Chelsea. The PR teams at both organizations provided lots of great insight.

Have you interned anywhere?

In the beginning of my PR program I interned at a boutique lifestyle-focused PR agency. The summer after my second year I worked at a lifestyle agency called Rock-It Promotions, supporting the agency’s annual Tastemakers gifting lounge at TIFF. Finally, this past summer after my third-year of school, I completed an internship at Metro (the grocery chain).

What is your dream job?

My dream job would be communications director of an international corporate consumer packaged goods company like Procter and Gamble or PepsiCo.

What do you do outside of school?

Outside of school, I work part time at a restaurant and enjoy spending time with friends while catching up with them over dinner.

Tell us something unexpected about yourself:

I’m a twin!

 

Find Terrence on:

Twitter: @itsterrence

LinkedIn: ca.linkedin.com/in/terrenceGfreeman

CPRS Toronto Student Steering Committee Profile: Frances Sesay, Vice President, Internal

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Meet your 2015/2016 Student Steering Committee!

Stay tuned for more Student Steering Committee profile postings in the coming weeks.


Frances

 

Frances Sesay

Humber College, Bachelor of Public Relations, third-year

Frances Sesay is a self-motivated and passionate individual who strives to meet and exceed expectations set before her. She is always ready and willing to lend a helping hand to anyone who may need it. Her goal is to successfully complete the Humber BPR program and move on to a prosperous career in PR.

Where are you from?

I was born in Kingston, Ontario but have lived in Toronto all my life. My ethnicity is Sierra Leonean (in West Africa).

Do you have any other post-secondary education?

I attended The University of Toronto, Scarborough campus. I took co-op sociology, psychology and health studies with the intent of getting into gerontology, the study of aging.

What are you most excited for this year?

I’m most excited about being the VP of Internal and having the opportunity to network with other PR students in the GTA as well as industry professionals.

Equally, I’m looking forward to having the opportunity to encourage PR students to attend CPRS events and expressing the importance of putting yourself out there to get ahead.

Have you interned anywhere?

I’m currently interning and volunteering with Pride Toronto as a media relations team lead. I’ve been with them since November 2014.

What is your dream job?

My dream job is still to be determined.

What do you do outside of school?

I enjoy reading by the lake, free writing, spending time with family and friends and volunteering.

Tell us something unexpected about yourself:

I love all things cheetah print.

 

Find Frances on:

Twitter: @frances_sesay

LinkedIn: ca.linkedin.com/pub/frances-sesay/65/30a/a74

 

President’s Message — planning for the year to come

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MJ MartinMany of my clients gather in August to regroup and plan for the months ahead.  It is usually a quiet time of year, with many companies still in vacation mode and projects in their final stages of preparedness for a September/Fall launch.

I love this month because of the anticipation of new things to come: school courses, projects, major initiatives and, full-disclosure, I celebrate my birthday.

Your CPRS Toronto board also takes time out in August to plan for our new programming year starting in September.  We will look at our services and programs and evaluate how we can best serve you, our members.

After a positive PanAm Games, I sense a feeling of confidence in the city that I feel can be extended to CPRS Toronto — particularly with the excitement of CPRS hosting the World Public Relations Conference here in Toronto in June 2016.

I felt this confidence at the CPRS national conference with public relations practitioners and academics from around the country asserting and advocating the role of public relations.

Let’s set the record straight  —  #that’sNotPR

What started out with a  denunciation of unethical PR practices and the harm these practices (e.g.the Lesley Roberts affair) and the labeling of PR as spin by some journalists came the birth of a new hashtag: #that’sNotPR.  So when you see something labelled as PR, when it clearly isn’t, I encourage you to use the hashtag to help set the record straight.

This confidence was also seen in discussions by academics at the conference where they called for a re-opening of the debate to regulate our profession.  As I overheard said: “what are we afraid of?”

Heady times, and I hope you will make sure your voice is heard so that you can be part of the change that is taking place within our profession and our chapter by getting involved and Letting me know what you think.  If you are in the city this month, join us for an informal mixer at Jack Astor’s on August 27th.

I step down as president next month after working with a committed and passionate  board of directors for the past two years. The confidence I feel about our city, our profession and chapter is built on past success. I look forward to our future.

Maryjane Martin, APR,LM

Native advertising: An old idea that’s the hottest trend in marketing

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The year: 1915. The publication: The Saturday Evening Post, one of the most influential and widely read U.S. magazines of the early 20th century. The advertiser: the Cadillac Motor Car Co., which at the time had only been in existence for a little more than a decade. The problem: a competitor, Packard Motors, was starting to make inroads into the expanding luxury automobile market.

The solution: the world’s first native advertisement.

The ad was titled The Penalty of Leadership and its flowery prose – written very much in the elaborate and ornate style of the day – never mentioned the word Cadillac once. Instead, in a very subtle way, it made the point that those in a position of leadership (i.e. Cadillac) would always be attacked by those who would never be able to lead (i.e Packard).

The leader is assailed because he is a leader, and the effort to equal him is merely added proof of that leadership. Failing to equal or to excel, the follower seeks to depreciate and to destroy – but only confirms once more the superiority of that which he strives to supplant.

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No one used the term thought leadership in 1915. But looking through a historical lens, that’s exactly what Cadillac was selling a century ago. Today, the very best native advertising uses more elaborate means of promoting thought leadership, raising brand awareness or advancing ideas.

If executed intelligently, native advertising can truly engage a skeptical and sophisticated consumer.

At Postmedia, when we work with clients on an effective native advertising campaign, we visualize an engagement process that’s built like a pyramid.

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At the base of the pyramid is traditional print and display advertising. It’s still the core of any successful campaign and when ads are created to complement native content, we’ve seen reader engagement and CTRs triple and quadruple industry standard.

The next layer of the pyramid is our Native Network, an automated process that allows us to distribute the native content across all Postmedia properties in an efficient and scalable way.

Then we move to the customized layer, which is where Postmedia Works, our commercial content studio, works with brands and agencies to create authentic and engaging content by helping clients determine the best story to tell.

Finally, at the top of the pyramid is optimization. We take the native content and amplify it across social networks – Facebook, Twitter and LinkedIn – so it’s aimed at the client’s specific target demographic. Then we measure and analyse the performance and make adjustments as necessary to enhance engagement.

This multi-pronged approach has resulted in some tremendous campaigns for many Postmedia clients, like Fairmont Hotels and Concordia University.

Click here to register for our upcoming private session on Wednesday, July 29th to learn more about Postmedia Content Solutions.

We’ll provide further insight into how public relations agencies can benefit from our native network and custom content opportunities.

For more information visit postmediacontentsolutions.com

Scott White is Vice-President of Content Strategy & Business Development for Postmedia Network. Prior to joining Postmedia, he was Editor-in-Chief of The Canadian Press, Canada’s national news agency.

 

What does public relations mean to you?

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First off, I would like to congratulate the new communications graduates. As a recent grad of Seneca’s Corporate Communications program myself, I can attest to the euphoric feeling that slowly develops when you attend your last class or submit your last paper. There is an even greater feeling of accomplishment when you wear your gown and walk up to the podium to accept your certificate in front of your family and friends.

However, this is just the beginning of your career in PR. Searching for your first job, will likely be more challenging than your last school assignment. You will invest dozens (maybe even hundreds) of hours researching, writing, editing, pitching and following up on prospective job opportunities. But unlike a school assignment, you won’t always get a grade to validate your efforts.  But, don’t despair, along the way, you will continue to learn, grow and connect with other PR professionals. As you embark on this exciting, new chapter, you may want to pause and reflect on why you chose this career path in the first place.

In my personal experience of conducting informational interviews and formal interviews with seasoned communications professionals, they have asked me ‘what does public relations mean to you?’

Believe me when I say that since I have started learning about the public relations and what it encompasses, my passion for public relations has grown with each passing day. I yearn to learn more and increase my knowledge of best in class public relations practices. However, the first time I was asked that question, it took me a minute or so to come up with an answer. Since then, I tasked myself to reflect and recite what public relations means to me.

So, what does public relations mean to me?

To me, PR is more than establishing and maintaining mutually beneficial relationships with a client and its publics. Public relations creates, isolates and develops ideas that elicits either a behavior or attitude. Public relations takes a complex situation/story from the brand’s point of view and interprets it to the target public’s understanding. As the father of public relations, Edward Bernays wrote in his book, Crystallizing Public Opinion, “Public Relations is crystallizing the obscure tendencies of the public mind before they have reached definite expression.”

As I seek new opportunities to explore this world of public relations, I know it will continue to evolve. But, I’m excited to put into practice what I’ve learned along the way and see how it helps me define who I am, as a PR professional.

Fellow student members, you should be proud of your hard work. Now the real work begins! And, as you embark on your new journey, ask yourself, ‘What does public relations mean to me?’

Tomi Akinyede

Graduate of the Corporate Communications program at Seneca College and a CPRS member

 

CPRS ACE

CPRS ACE Awards Gala 2015 honours year’s best in Toronto PR

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On Wednesday, May 20, over 300 Toronto PR professionals celebrated the city’s top talent at the Canadian Public Relations Society (CPRS) annual Achieving Communications Excellence (ACE) Awards.

The ceremony at Arcadian Court rewarded the most memorable and effective PR campaigns and practitioners from the Toronto public relations community over the past year.

The ACE Awards concluded with the two most prestigious awards: Best PR Campaign of the Year and Best Creative PR Campaign of the Year.

Best PR Campaign of the Year Winners: Weber Shandwick & McDonald’s Canada

Weber Shandwick & McDonald’s Canada was honoured for PR Campaign of the Year for the strategic planning and execution of the “McCafé Retail Coffee Launch in Grocery” campaign.


Top row from left: David Ford, Lindsay Trnkus, Jennifer Wasley, Jessica Goldberg, Jessica Greasley, Rashel Hariri and Brad Buset. Bottom row from left: Kristen McGuey, Jeanette Jones, Sara Doucet and Rebecca Kates.

Best Creative PR Campaign of the Year Winners: APEX Public Relations & Walmart Canada

The Best Creative PR Campaign of the Year was awarded to APEX Public Relations & Walmart Canada for the innovation and creativity behind the “Back-to-School with Walmart” campaign.


Hilary Lawton, Jennifer Stein and Linda Andross.

See the rest of the ACE award winners.

Stay in the know: 10 PR blogs to follow

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Author: Jessica Chong

Mans-Hands-Woking-On-Laptop-And-Smartphone-With-Coffee

It can seem daunting wading through a sea of information. Being in the know in public relations requires staying updated on current industry trends and issues. Keep these blogs bookmarked for daily browsing and you’ll have some sure fire conversation starters at your disposal. From a student standpoint, these are ten sites I found to be useful and relevant resources throughout my postgraduate PR program.

 

1. PR Daily

PR Daily equips you with almost everything you need to know about the industry from news reporting to syndication. Enjoy and learn from PR blunders, analysis and witty commentary. Keep in mind, however, that PR Daily posts content about American and global brands and issues.

2. Spin Sucks 

Spin Sucks is a wealth of information on online reputation, creating content and staying ahead of the competition. It also disseminates sound information on SEO, entrepreneurship and other expert advice. All contributors, including founder Gini Dietrich, bring different talents and viewpoints forward. Spin Sucks provides case studies and shares ideas and thoughts concerning real-life outcomes.

3. Marketing Magazine

Marketing Magazine is a mix of branding, advertising and marketing, providing the best updates on campaigns generating conversations. When it comes to which brand chose an agency as PR agency of record, the online magazine has its finger on the pulse of breaking news in the industry. Marketing Magazine also has some great monthly columns from professionals like Martin Waxman.

4. Social Media Examiner

Learn about influencer engagement, LinkedIn productivity and social media marketing, just to name a few. What I like best is the high level of visual aesthetics behind each blog post. Each blog post features easy readability, using supportive graphics and real-life examples.

5. PR News

PR News is a great resource covering a diverse array of topics from CSR, employee relations, media training, crisis communications and more. Expect articles created by industry experts from how-to content to best practices. These articles are sure to complement communications theory and management courses you may be currently taking.

6. Social Media Today

Social Media Today produces concisely relevant #SMTShorts videos and columns from thought leaders. The site also highlights in a graphic-laden article what’s trending this week with ever-visual word clouds and charts galore.

7. APEX blog

APEX takes blogging to a personal level with series like Follow February and 5Qs that feature short interviews with movers and shakers in the industry, ranging from health, tech, beauty and everything in between. Practical opinion pieces on time management or the value of editorial content also show off their staff’s knowledge.

8. Strategic Objectives blog

SO blog posts are full of insight into the PR industry, especially with practical and actionable social media tips from SO co-president Deborah Weinstein. The posts are candid, timely and relevant, tying into recent events like the Superbowl and the Target Canada layoff.

9. TechCrunch

TechCrunch keeps you in the know on the latest tech news from wearable technology, the newest apps and startups. Its weekly roundups recount the best stories you don’t want to miss. You’ll find essential updates, especially with brands like Google and Microsoft, ensuring you stay in the loop for those upcoming networking events and informational interviews.

10. Edelman blog – Conversations

As the world’s largest public relations firm, Edelman brings a global perspective to its blog. Edelman’s #FollowTheFellow series gives students the chance to learn about working in another country and dealing with different markets. Pick the brain of the president and CEO, Richard Edelman, by reading his blog posts in the 6 A.M. section. Feel free to also browse the 2015 Edelman Trust Barometer that paves the way for new business innovation.

What else would you add to the list?