NEW PERSPECTIVES

Before You Write the Message, Know Who You’re Talking To

 By Anmol Harjani

A campaign can have a compelling story.

A polished design.

Clear messaging.

Strong copy.

And still miss the mark.

Why?

Because successful communication isn’t measured by how well we say something.

It’s measured by whether the right people hear it, understand it and choose to act.

That begins with one question communicators should ask before opening a blank document:

Who are we trying to reach?

Understanding your audience isn’t the first step in communication planning.

It is the foundation.

Without it, even the most creative ideas can lose their impact.

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We Don’t Communicate With “Everyone”

One of the most common phrases heard during campaign planning is:

“Our audience is everyone.”

It sounds inclusive.

But in reality, it often leads to messages that resonate with no one.

Every audience has different priorities.

Employees want clarity.

Community members want transparency.

Media professionals want timely, relevant information.

Executives often need strategic context.

Using the same message for every audience assumes everyone is asking the same question.

They rarely are.

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Listening Comes Before Messaging

Communicators are often recognized for what they say.

But one of their greatest strengths is understanding what others need to hear.

Listening can happen in many ways:

• Reading community feedback.
• Monitoring conversations.
• Reviewing survey results.
• Speaking with colleagues.
• Asking thoughtful questions.

These insights reveal concerns that might otherwise be overlooked.

The strongest messages often begin by listening rather than writing.

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Empathy Creates Better Communication

Empathy is sometimes misunderstood as simply being kind.

In communications, empathy means understanding someone’s perspective before asking for their attention.

Imagine announcing a major organizational change.

A leadership team may focus on future opportunities.

Employees may wonder how it affects their daily work.

Partners may be thinking about continuity.

Media may ask about broader implications.

Each audience views the same announcement through a different lens.

Recognizing those differences allows communicators to provide information that feels relevant rather than generic.

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Every Audience Needs a Different Story

The facts rarely change.

The way we present them often should.

A sustainability initiative might become:

• A community impact story for local residents.
• An employee pride story for internal communications.
• A business resilience story for investors.
• A partnership story for industry stakeholders.

The message stays consistent.

The perspective changes.

That’s not changing the truth.

It’s making the truth meaningful for different audiences.

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Great Communication Is Measured by Understanding

Many organizations focus on outputs.

How many posts were published?

How many newsletters were sent?

How many media releases were distributed?

These metrics matter.

But communicators also ask different questions.

Did people understand?

Did they feel informed?

Did they trust the message?

Did they know what to do next?

Those answers often reveal far more than impressions or reach alone.

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Audience-Centred Communication Builds Trust

When people feel understood, they’re more likely to listen.

When they feel listened to, they’re more likely to engage.

And when they engage, communication becomes more than information.

It becomes a relationship.

Whether working in the public, private or nonprofit sector, that relationship is one of the most valuable outcomes communicators can create.

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Final Thoughts

Every campaign begins with choices.

Which channels should we use?

What tone should we take?

What should the headline say?

Before answering any of those questions, communicators should answer one that matters even more.

Who are we trying to help?

Because when audiences feel that communication was created with them—not just for them—they’re far more likely to respond.

At its best, communication isn’t about broadcasting messages.

It’s about building understanding.

And understanding always begins with listening.

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Key Takeaway

The most effective communicators don’t begin with the message—they begin with the audience.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

Why Great Communicators Know When to Pause

 By Anmol Harjani

Communications often moves at the speed of urgency.

An email arrives marked “ASAP.”

A stakeholder needs key messages before lunch.

A media inquiry lands unexpectedly.

A social post requires approval before the end of the day.

The pace can make it feel as though responding quickly is always the measure of success.

But experienced communicators know something that isn’t always obvious at the beginning of your career:

Sometimes the most effective response begins with a pause.

Not because you’re avoiding action.

Because you’re creating space to think before you communicate.

In a profession built on words, timing, and relationships, that pause can make all the difference.

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The Pressure to Respond Immediately

Technology has made communication instant.

Messages arrive around the clock.

Notifications compete for attention.

The expectation to reply quickly has become part of many workplaces.

While responsiveness is important, speed isn’t always the same as effectiveness.

Before replying to an email, publishing a statement or responding to a difficult conversation, taking a moment to ask a few questions can change the outcome.

• What is the objective?
• Who is the audience?
• What information might be missing?
• How could this message be interpreted?

Those questions take seconds.

The clarity they provide can last much longer.

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Every Message Has an Impact

Communicators understand that words carry weight.

A sentence written in frustration.

A rushed social media response.

An email sent without context.

Each has the potential to influence trust, relationships and reputation.

Pausing doesn’t slow communication.

It improves it.

Thoughtful communication often prevents misunderstandings before they happen.

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Reflection Is Part of the Process

Some of the best communication work happens before anything is published.

It’s the moment you reconsider a headline.

The second review of a media release.

The conversation with a colleague who offers another perspective.

Reflection strengthens communication.

It allows us to move beyond reacting and towards responding with purpose.

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Creating Space for Better Ideas

The communications profession celebrates creativity.

But creativity rarely appears on demand.

Many of our strongest ideas emerge during moments when we’re away from the screen.

Walking between meetings.

Talking with a colleague.

Reading something unrelated to work.

Taking a short break.

Giving your mind room to connect ideas often leads to more thoughtful campaigns and stronger problem-solving.

Stepping away isn’t a distraction from the work.

It’s often part of the work.

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Sustainable Communication Starts With Sustainable Professionals

Communications is a profession built on supporting others.

We help organizations navigate change.

We tell stories.

We strengthen relationships.

We solve problems.

To continue doing those things well, we also need practices that support our own effectiveness.

That doesn’t necessarily mean taking long breaks or disconnecting completely.

Sometimes it’s as simple as:

• Reviewing a message before sending it.
• Taking five minutes to gather your thoughts before an important meeting.
• Blocking uninterrupted time for strategic thinking.
• Asking a colleague for another perspective.

Small pauses often lead to stronger decisions.

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Thoughtfulness Is a Leadership Skill

As professionals advance in their careers, they’re often expected to make decisions with greater complexity and greater impact.

The ability to remain calm under pressure, think critically and communicate intentionally becomes just as valuable as technical expertise.

Leadership isn’t always demonstrated by having the fastest answer.

Sometimes it’s demonstrated by asking the right questions before giving one.

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Final Thoughts

Communications will always be a fast-moving profession.

Deadlines won’t disappear.

Unexpected challenges will continue to arise.

Technology will keep accelerating how quickly information moves.

But no matter how fast communication becomes, thoughtful communication will always stand out.

The next time you’re faced with an urgent message or a difficult conversation, consider giving yourself one small gift:

A moment to pause.

That brief pause may lead to a clearer message, a stronger relationship or a better outcome than responding immediately ever could.

Because great communicators don’t simply know what to say.

They know when to stop, think and choose their words with intention.

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Key Takeaway

In communications, responding quickly can solve today’s problem. Responding thoughtfully can build tomorrow’s trust.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

What No One Tells You About Starting a Career in Communications

 By Anmol Harjani

 

Graduating with a communications degree can feel like crossing a finish line.

In reality, it’s the beginning of a much longer journey.

You leave school with a solid understanding of writing, strategy, branding and media relations. You learn the theories behind effective communication and practice applying them through assignments and presentations.

Then you enter the workplace.

Suddenly, communication isn’t just about creating the perfect message. It’s about balancing priorities, responding to unexpected challenges and adapting to people, timelines and organizational goals.

The transition from classroom to career is exciting—but it can also be overwhelming.

While every communications professional follows a different path, there are lessons that many of us discover only after stepping into our first role.

Here are six that are worth remembering.

1. There Is Rarely One “Right” Answer

In school, assignments often have clear objectives and evaluation criteria.

In the workplace, communication is more nuanced.

Two experienced professionals may approach the same challenge differently—and both solutions can be effective.

Whether you’re drafting key messages, planning a campaign or responding to feedback, success often comes from understanding context rather than finding a perfect answer.

Strong communicators are comfortable making informed decisions, even when there isn’t a textbook solution.

2. Relationships Matter as Much as Results

Communications is built on collaboration.

You’ll work with leaders, colleagues, designers, marketers, subject matter experts and community partners—all with different priorities and perspectives.

Technical skills may open the door, but your ability to build trust, listen actively and communicate with empathy often determines long-term success.

People are more likely to support your ideas when they know you value theirs.

3. Feedback Is Part of the Process

Receiving edits can feel personal, especially early in your career.

After spending hours refining a media release, presentation or social media campaign, seeing your work covered in comments can be discouraging.

But experienced communicators know something important:

Feedback is rarely about you.

It’s about making the message stronger.

Every revision is an opportunity to sharpen your thinking, understand your audience more deeply and become a better communicator.

The professionals who grow the fastest aren’t the ones who avoid feedback.

They’re the ones who seek it.

4. You Don’t Have to Know Everything

Communications is constantly evolving.

New technologies emerge.

Platforms change.

Audience expectations shift.

No one has every answer.

Successful professionals stay curious.

They ask questions.

They attend webinars.

They read industry publications.

They learn from colleagues.

Growth doesn’t come from knowing everything—it comes from being willing to keep learning.

5. Confidence Comes From Experience, Not Perfection

Many early-career professionals hesitate to contribute ideas because they worry they aren’t experienced enough.

The truth is, confidence isn’t something you wait for.

It’s something you build.

Every campaign you support.

Every meeting you attend.

Every presentation you deliver.

Every challenge you navigate.

These experiences gradually shape your confidence and professional judgment.

Don’t underestimate the value of simply showing up, contributing and continuing to learn.

6. Your Career Is a Marathon, Not a Sprint

It’s easy to compare yourself to others.

A former classmate lands a dream role.

Someone else becomes a manager after only a few years.

Another professional speaks at a conference.

Career growth isn’t linear.

Every opportunity—whether it’s volunteering, mentoring, joining a professional association or taking on a challenging project—helps build skills that may not be immediately visible on a résumé.

Focus on consistent growth rather than constant comparison.

The careers that last are often built one experience at a time.

The Value of Staying Connected

One of the greatest advantages of working in communications is being part of a profession that values collaboration and continuous learning.

Whether you’re connecting with peers, attending industry events or participating in professional communities, every interaction offers an opportunity to learn something new.

Professional growth doesn’t happen in isolation.

It happens through conversations, shared experiences and a willingness to remain curious.

As the profession continues to evolve, those connections become just as valuable as technical expertise.

Final Thoughts

No career begins with all the answers.

Every experienced communications professional was once in their first role, navigating uncertainty, asking questions and learning through experience.

The challenges you face today won’t define your career.

How you respond to them will.

Stay curious.

Seek feedback.

Build relationships.

Celebrate progress.

And remember that every experience—big or small—is shaping the communicator you’re becoming.

Key Takeaway

Your first job won’t teach you everything—but it will teach you how to keep learning, adapting and growing throughout your career.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

Why Some Content Gets Shared (and Most Gets Scrolled Past)

 By Anmol Harjani

Every communications professional has experienced it.

You spend days refining the messaging. The visuals are polished. The copy has been reviewed multiple times. You hit “publish” with confidence.

Then… nothing.

Minimal engagement.

Few shares.

Little conversation.

On the other hand, you’ve probably also seen a simple post—one with no elaborate design or expensive campaign behind it—spark hundreds of comments because it resonated with people.

So what’s the difference?

It’s tempting to blame algorithms or changing social platforms, but the reality is often much simpler.

People don’t share content because it’s well designed.

They share content because it gives them a reason to care.

As communicators, our goal isn’t simply to create content. It’s to create communication that people find valuable enough to remember, discuss and pass along.

Here are five principles that consistently make content more meaningful.

1. Start with Your Audience—Not Your Message

One of the most common mistakes in communications is beginning with what an organization wants to say rather than what the audience wants to hear.

Before writing a single sentence, ask:

• Who is this for?
• What problem are they trying to solve?
• What question are they hoping someone will answer?

When content begins with audience needs instead of organizational priorities, engagement becomes a natural outcome.

2. Information Is Everywhere. Perspective Is Rare.

Today’s audiences have access to more information than ever before.

What they’re looking for isn’t another summary.

They’re looking for interpretation.

Instead of asking:

“What happened?”

Ask:

“Why does this matter?”

That’s where communicators create value.

Whether you’re sharing industry news, organizational updates or campaign results, your perspective helps audiences understand what comes next.

3. Stories Create Connection

Facts are important.

Stories make those facts memorable.

Think about the articles, presentations or campaigns that have stayed with you over the years.

Chances are they didn’t begin with statistics.

They began with people.

Stories give context to information.

They make complex ideas easier to understand and help audiences see themselves in the message.

That doesn’t mean every piece of content needs a dramatic narrative. Sometimes a simple workplace experience, customer interaction or lesson learned can be enough to bring a message to life.

4. Make Participation Easy

Great communication isn’t always measured by how many people read it.

It’s measured by how many people respond.

One of the easiest ways to encourage engagement is to invite it.

Instead of ending with a conclusion, end with a conversation.

Consider asking:

• What’s your perspective?
• Have you experienced something similar?
• What would you add?

When audiences feel their voice matters, they’re more likely to contribute.

5. Consistency Builds Trust

Viral moments come and go.

Trust is built over time.

Organizations that consistently provide helpful, relevant and authentic content are far more likely to build lasting relationships than those chasing every trend.

Consistency doesn’t mean posting every day.

It means showing up with a clear voice, a clear purpose and a commitment to delivering value.

Every article, post or campaign becomes another opportunity to strengthen credibility.

Beyond Metrics

Communicators often measure success through impressions, clicks and engagement rates—and those metrics certainly have value.

But some of the most meaningful outcomes are harder to measure.

A conversation that changes someone’s perspective.

A post that inspires a new idea.

An article that helps a communicator solve a challenge at work.

Those moments don’t always appear in analytics dashboards, yet they represent the real impact of communication.

At its best, communication doesn’t just inform.

It creates understanding.

And understanding is what people remember long after they’ve stopped scrolling.

Final Thoughts

The digital landscape will continue to evolve.

Platforms will change.

Algorithms will be updated.

New tools will emerge.

But one principle remains constant:

People respond to communication that helps them think, feel or do something differently.

The next time you’re creating content, don’t start by asking,

“How can we get more engagement?”

Start by asking,

“How can we create something worth engaging with?”

The answer to that question often makes all the difference.

Key Takeaway

The most effective content doesn’t compete for attention—it earns it by providing value, perspective and genuine human connection.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

The PR Trends Every Communicator Should Watch This Fall

 By Anmol Harjani

As summer begins to wind down, communications teams are already looking ahead.

Fall is often one of the busiest seasons for organizations. Campaigns are launched, internal initiatives ramp up, conferences return, and planning for the year ahead begins. For communications professionals, this transition isn’t just about changing calendars—it’s about staying ahead of an industry that continues to evolve.

The communications landscape has never stood still, but the pace of change today is unlike anything we’ve seen before. New technologies, changing audience expectations and evolving workplace dynamics are reshaping how organizations connect with the people who matter most.

Rather than trying to predict every new platform or trend, communicators who thrive are the ones who understand the bigger shifts influencing the profession.

Here are five trends worth watching as we head into the fall season.

1. Authenticity Continues to Outperform Perfection

Audiences have become increasingly skilled at recognizing overly polished messaging.

Whether communicating with customers, employees or community members, people respond to organizations that sound genuine rather than scripted.

This doesn’t mean abandoning professionalism. Instead, it means communicating with clarity, transparency and a human voice.

The strongest campaigns today often focus less on saying everything perfectly and more on saying the right thing honestly.

Ask yourself:

• Does this sound like a real person?
• Does it answer the audience’s actual questions?
• Are we communicating with empathy?

Authenticity isn’t a trend that’s disappearing—it’s becoming an expectation.

2. AI Is Becoming a Collaborative Tool, Not a Replacement

Artificial intelligence has quickly become part of many communications workflows.

From brainstorming ideas to drafting outlines and analyzing data, AI can improve efficiency when used thoughtfully.

However, the value of communication has never been about producing words quickly. It’s about judgment, strategy, relationship-building and understanding people.

AI can help generate ideas.

Communicators determine whether those ideas are appropriate, ethical and meaningful.

The future isn’t about choosing between people and technology—it’s about knowing how to combine both effectively.

3. Internal Communications Are Receiving Greater Attention

Employees increasingly expect clear, timely and transparent communication from their organizations.

Whether navigating organizational change, introducing new initiatives or celebrating successes, internal communications now play a critical role in shaping workplace culture.

Strong internal communication helps build trust, improve engagement and create alignment across teams.

For communicators, this presents an opportunity to influence not only external reputation but also the employee experience.

4. Community Is Becoming a Competitive Advantage

Organizations are recognizing that meaningful relationships often have a greater impact than simply increasing visibility.

Building communities—both online and offline—encourages conversation rather than one-way communication.

For communications professionals, this means thinking beyond impressions and reach.

Instead, consider:

• Are we creating opportunities for dialogue?
• Are people returning to engage with us?
• Are we building lasting relationships?

Communities create advocates, and advocates create impact.

5. Continuous Learning Is No Longer Optional

The communications profession evolves quickly.

New platforms emerge.

Algorithms change.

Audience behaviours shift.

The most successful professionals aren’t necessarily the ones who know everything—they’re the ones who remain curious.

Professional development can take many forms:

• Attending industry events.
• Reading thought leadership.
• Listening to podcasts.
• Learning new digital tools.
• Participating in professional communities.
• Seeking mentorship.

Every conversation, project and learning opportunity contributes to long-term growth.

Looking Ahead

The months ahead will undoubtedly bring new technologies, changing audience expectations and fresh opportunities for communicators to make an impact.

While trends will continue to evolve, the foundations of excellent communication remain remarkably consistent.

Communicators who lead with empathy, embrace continuous learning and focus on building meaningful relationships will be well-positioned to navigate whatever comes next.

As we prepare for a busy fall season, perhaps the most valuable question isn’t “What’s the next trend?”

Instead, ask yourself:

“How can I continue growing as a communicator so I’m ready for what’s next?”

Because in communications, staying curious may be the most valuable skill of all.

Key Takeaway

The future of communications doesn’t belong to those who chase every trend—it belongs to those who understand people, adapt thoughtfully and continue learning.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

 

Co-Presidents Message

For those who have ever wondered whether good communications professionals are still relevant, the last few months have been a wake-up call. It seems like almost daily we are hearing about bad brand behaviour that could have been avoided by getting and listening to strategic, well-informed public relations counsel.

This is not counsel that can be found on ChatGPT or Claude. It is not counsel that can be Googled. It is counsel that has been built through education and years of experience. From CEOs who won’t speak one of our national languages because they’re “not fluent enough,” to ministerial staffers hanging up on journalists mid-interview, we’re watching the cost of bad counsel play out in real time.

CPRS Toronto is proud to help support and develop our members to ensure they have the skills and confidence to guide organizations big and small. We have professional development opportunities as well as our coveted PRK and APR programs. These certifications tell the world that you are an industry leader who possesses strategic competence.

Our members also abide by the CPRS Code of Professional Standards, which includes the pledge to deal fairly and honestly with the media and the public and to practice our craft to the highest standards of honesty, accuracy, integrity and truth and to not knowingly disseminate false or misleading information.

That’s why we’re confident our members serve as thoughtful, strategic advisors to some of the world’s biggest brands, and why those brands are in good hands.

AI may be able to replace a few jobs in our industry, but as long as reputations matter, the world will need skilled, human professionals to build and protect them.

Sincerely,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

August is often a time to look ahead, as organizations prepare for a busy fall and communicators reflect on how to navigate an increasingly complex media and information landscape. For this month’s In Conversation With blog series, we connected with Carolyn Shaw-Rimmington, who oversees public relations, international engagement and stakeholder relations for the Ontario Securities Commission (OSC).

With an extensive background in financial services, Carolyn provides strategic counsel to the OSC’s CEO and Board on reputational issues and opportunities to strengthen visibility. We spoke with Carolyn about how the role of communicators continues to evolve, the growing importance of stakeholder engagement amid declining trust in institutions and traditional media, and why sound judgment, credibility and trusted relationships will become even more valuable as AI reshapes the communications profession.

How has your role as a PR practitioner evolved in recent years? 

It has evolved dramatically with the rise of social media, and the erosion of trust in, and reliance on, traditional media outlets. These changes have made my role more complicated, as the channels for communicating with our stakeholders, delivering organizational messages, and monitoring our public reputation have rapidly expanded.

Delivering messages that shape an organization’s public image has become much less of a top-down exercise, and more of multi-channel dialogue with stakeholders. For an organization like the OSC that has an important public interest mandate, this has helped us to reach a broader audience than traditional media silos might have allowed. 

What major shifts have you seen in the PR profession, and how are they shaping your work today? 

Like everyone, I’ve witnessed the widespread cuts to newsrooms, growing distrust of traditional media — and declining respect for social institutions — developments that have made the job of PR more challenging but, I’d argue, much more critical

Engaging key stakeholders and seeking candid feedback on our work has become more important than ever. To that end, my team is using our existing ‘owned’ channels to full effect, making hard decisions about which social media platforms to lean into, and providing journalists with meaningful assistance — ensuring that we communicate the ‘why’ behind everything we do — and finally, tracking and measuring the impact of our work. 

Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future? 

Clearly, PR professionals are going to be dealing with growing use of AI, and an accompanying expansion in digital “noise” that makes organizational messaging more challenging. We’ve all been exposed to AI ‘slop’ and false narratives. For this reason, skilled communicators will be even more indispensable in the future.

While some organizations may opt to have AI write, distribute and ‘pitch’ their stories, what will distinguish PR practitioners in the future will be an ability to cut through that noise with clear, concise and well considered messaging.

In this environment, professionals who have a well-honed and savvy sense of narrative that will resonate with their audience will be essential.

At the individual level, that means being well read, curious, and being able to write and edit with clarity. Also, building strong relationships with experts in their industry, and in the media, and demanding excellence of yourself. 

What is your biggest piece of advice for PR practitioners moving forward? 

Exercise tremendous care when it comes to relying on AI, and other tools.

AI is a powerful resource that can save time but there’s no replacement for creativity, good judgment and trusted relationships. Make sure you and your team seek out and verify against the original underlying sources before publishing content and responding to media. Do your research, to build and protect your own credibility, and to be viewed as authoritative both within and outside your organization. Essentially, be a source of truth.

About CPRS Toronto’s In Conversation With blog series

Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.

If you would like to share your story or nominate a colleague, please contact us at communications@cprstoronto.com.

Things I Wish Someone Had Told Me About AI Before My First Communications Job

By Marya Kalra

 

When I started my first communications role, I thought knowing how to use AI made me prepared. I could prompt it, edit it, and get a decent first draft in under two minutes. I figured that was the skill. Turns out, it was only half of it.

The other half is knowing when not to. And that’s the part nobody teaches you.

For my capstone thesis at Humber, I spent months researching exactly this: how employees and organizations actually experience AI in internal communications. I surveyed working professionals and sat down with senior communicators from banks, PR agencies, retail companies, and consultancies. What I heard changed how I think about AI at work. Not whether to use it — but where it genuinely helps, and where it quietly makes things worse without you realizing.

Here’s what I wish I’d known going in.

Feeling comfortable with AI is not the same as knowing when it’s right.

This was the biggest thing that shifted for me. There’s a real difference between being good at using a tool and having the judgment to know when it belongs in the room.

I see this in myself and I see it in a lot of people early in their careers. We learn the tools fast. We get efficient. And then we start applying them everywhere, because why wouldn’t we? But some messages aren’t about efficiency. Some messages are about a person on the other end who’s worried, or confused, or going through something hard — and what they need isn’t a well-structured paragraph. They need to feel like a human being actually thought about them.

That’s where AI, on its own, consistently falls short.

Know which moments are off-limits. Seriously, know them.

Every senior communicator I spoke with for my research, without me asking them to, said some version of the same thing: there are communication moments where AI just doesn’t belong. Crisis situations. HR conversations. Layoffs, restructuring, performance messaging. Leadership communications that carry real emotional weight.

One person described those moments as ones that “call for authenticity and sincerity that AI cannot capture.” And they were right. These aren’t moments where being fast or polished is the point. They’re moments where the person reading the message needs to feel like someone actually showed up for them. AI doesn’t do that. It produces text. There’s a difference.

Early in your career, it’s worth building a clear mental list of the communication types where you keep AI out entirely. Not because you can’t use it — but because the stakes of getting the human element wrong are too high.

Use it to start, not to finish.

The best way I’ve heard AI described by people who actually use it well is as a thought partner. Something to bounce off, get unstuck with, get a rough shape from — and then you take over completely.

The mistake I made early on was treating a decent AI draft as a near-final product. The edits I made were surface-level. And the result was copy that was technically fine but felt a little… hollow. A bit generic. Like it could have been for any company, any audience, any moment. Because it was.

Your job as a communicator isn’t just to produce words. It’s to make people feel something — informed, included, reassured, energized, whatever the moment calls for. AI can give you a structure. It cannot give you that, it simply does not have the emotional depth for it, only you can. Which is why one of my research findings was that employees do not trust AI, they trust the human supervising AI.

People can tell. More than you think.

Something that surprised me in my research was how often employees said they could already sense when a message had been AI-generated — and how that affected the way they read it. Not always consciously. Just a feeling that something was a little off. A bit flat. A little too smooth.

Your audience has good instincts. And in internal communications especially, where trust is everything, a message that feels manufactured can quietly chip away at exactly the thing you’re trying to build. It doesn’t take a big scandal. It’s just a slow erosion of “does leadership actually care, or are we just getting content.”

The fix is simple but it requires actual effort: read your draft out loud before you send it. Does it sound like a person? Does it sound like your organization? If the answer is no, keep editing until it does.

The best communicators aren’t the ones who use AI the most. They’re the ones who know when not to.

This is the thing I keep coming back to. We’re entering the field at a moment where everyone is figuring out the rules in real time. There are no perfect playbooks. Most organizations are genuinely still working this out.

That’s an opportunity. The communicators who are going to be worth something in this environment aren’t the ones who can automate the fastest. They’re the ones who can look at a situation, think about the person on the other end, and make a real judgment call about what that moment needs.

Your judgment and your empathy is the thing AI can’t replicate. Protect it. Develop it. And use it — especially when it would be easier not to.

Marya Kalra is a recent graduate of the Bachelor of Public Relations (Honours) program at Humber Polytechnic and currently works as a Communications Coordinator at Martin Brower of Canada.

AI Is a Tool, Not a Replacement: What Every Communicator Should Know

By Anmol Harjani

“Will AI replace communicators?”

It’s one of the most common questions being asked across boardrooms, classrooms, networking events and communications conferences today.

The short answer?

No.

The better question is:

How will communicators who embrace AI work differently from those who don’t?

Artificial Intelligence has quickly become one of the biggest conversations shaping our profession. From drafting social media captions and summarizing meeting notes to analyzing audience insights and brainstorming campaign ideas, AI is transforming how we work.

But while the technology is evolving rapidly, one thing remains unchanged:

Communication has always been, and will always be, about people.

Let’s Address the Elephant in the Room

It’s natural to feel uncertain whenever a new technology changes the way we work.

History has shown us this time and time again.

The internet changed communications.

Social media changed communications.

Smartphones changed communications.

Now, AI is changing communications.

Each innovation sparked questions about the future of the profession. Yet none of them eliminated the need for strategic thinkers, creative problem-solvers or trusted advisors.

Instead, they changed the skills required to succeed.

AI is no different.

What AI Does Well

Let’s give AI the credit it deserves.

It can help communicators become more efficient by handling repetitive and time-consuming tasks.

It can:

• Brainstorm campaign ideas.
• Draft first versions of content.
• Summarize lengthy reports.
• Organize research.
• Analyze large amounts of information.
• Generate meeting notes.
• Translate content into different languages.
• Repurpose long-form content into social posts.

These capabilities save valuable time, allowing communicators to focus on higher-value work.

But that’s where the distinction begins.

What AI Can’t Replace

AI can generate words.

It cannot build trust.

It can analyze data.

It cannot understand office dynamics, community relationships or organizational culture the way humans do.

It can suggest messaging.

It cannot sit across from a concerned employee, reassure a client during a crisis or navigate the emotions that accompany difficult conversations.

Communications is more than content creation.

It’s strategy.

It’s empathy.

It’s judgment.

It’s knowing when not to send the email.

It’s understanding that sometimes the most important communication happens before anything is written.

These are deeply human skills.

The Most Successful Communicators Will Work With AI

Rather than asking whether AI is good or bad, consider how it can become part of your professional toolkit.

Think of it the same way we think about design software, media monitoring platforms or analytics dashboards.

They’re tools.

Useful tools.

Powerful tools.

But still tools.

A great camera doesn’t make someone a great photographer.

A project management platform doesn’t make someone an effective leader.

Likewise, AI doesn’t replace strategic thinking.

It amplifies it.

The quality of the outcome still depends on the communicator using it.

Questions Every Communicator Should Be Asking

As AI becomes more integrated into our work, our responsibility also grows.

Before using AI-generated content, ask yourself:

• Is this accurate?
• Does it reflect our organization’s voice?
• Have I verified the information?
• Could bias influence this output?
• Does this align with our ethical standards?
• Would I confidently put my name on this work?

These questions matter because trust is one of the communications profession’s greatest assets.

Technology should strengthen that trust—not compromise it.

The Skills That Will Matter Even More

As AI takes on more administrative tasks, human skills become even more valuable.

The communicators who thrive won’t necessarily be those who know every new tool.

They’ll be the professionals who excel at:

• Critical thinking.
• Strategic decision-making.
• Relationship building.
• Active listening.
• Creative storytelling.
• Ethical leadership.
• Emotional intelligence.

Ironically, the more advanced technology becomes, the more important these human qualities become.

Looking Ahead

AI isn’t asking communicators to become less human.

It’s challenging us to become more thoughtful.

To ask better questions.

To think more strategically.

To spend less time on repetitive tasks and more time creating meaningful impact.

The future of communications won’t belong to AI.

It will belong to communicators who know how to combine technology with curiosity, creativity and compassion.

Because while technology can help us communicate faster, only people can help us communicate with purpose.

Before You Go…

Instead of asking, “Will AI replace my job?”

Try asking yourself:

“What human strengths can I develop that no technology will ever replicate?”
That question may shape your career far more than any software ever will.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.