NEW PERSPECTIVES

Keeping up with technology and communication changes is difficult enough for the individual, but anyone in the PR industry knows it’s a whole new challenge for those trying to reach the right audience with the right message. So how does an organization providing services for PR professionals stay ahead of those changes?

That was the challenge for News Canada, which has spent more than 30 years connecting organizations and agencies with media across the country.

The media landscape has changed, largely due to digital and social developments, making it more fragmented. Consumers are more wary of where they’re getting their information from, and do more research before making purchases. However, few organizations have increased their communication budgets, leaving PR professionals having to do more with less.

“Appropriately leveraging paid, earned, owned and shared channels has become essential to successfully reach target audiences. The lines between PR and advertising are blurring because there are so many ways to amplify your messages digitally and socially,” News Canada president Shelley Middlebrook said. “The ways communicators are getting their messages out, and consumers are making purchases have changed.”

To meet the changing needs of their clients, News Canada has adapted and evolved, expanding their services with video production and other digital and targeted content options, and are now rebranding as Fifth Story. The new name reflects the organization’s story telling role, and it references the five key services it offers: insights, production, distribution, measurement and analysis.

“It’s a reflection of how our services have evolved with the ever-changing communications industry. Traditional resources are still important and a big part of what we do, but it’s about expanding to meet our clients’ needs,” Middlebrook said.

Great storytelling and the ability to repurpose content across multiple platforms are key to successful content marketing. Creative video goes beyond simple b-roll, allowing organizations to engage with their public, while still making the most of often limited budgets.

“Clients are using more and more video because consumers are always on some sort of screen — video is more engaging and memorable,” Middlebrook said. “Also, clients need more content so you have to be more creative in how you can repurpose it.”

The company will continue to use the name News Canada to distribute content to its earned media network, while providing content solutions to marketing and communications professionals using the name Fifth Story.

Featuring: Blair Peberdy, APR.

Faculty, Seneca College Corporate Communications and Government Relations Programs, Associate – Corporate Practice, Weber Shandwick Public Relations, and former Vice President of Marketing, Communication and Public Affairs, Toronto Hydro.

Toronto’s devastating December 2013 ice storm left Torontonians in the dark and Toronto Hydro crews working around the clock to get the power back.

Toronto Hydro’s communications staff recorded 1500 news media contacts, attended multiple news conferences, issued more than 1000 Tweets, as well as responded to more than 7000 emails in the 10 days following the storm.

“Severe weather events” have seriously compromised Toronto’s electricity supply on three occasions of late. Superstorm Sandy brought trees and power lines down in the city on October 31, 2012, cutting power to 250,000 homes and businesses. Seven months later, a record-breaking rainstorm flooded underground transmission equipment, interrupting power to hundreds of thousands of people and triggering intermittent blackouts for days.

On December 21, 2013 Toronto Hydro declared its highest state of emergency
when record levels of ice from freezing rain brought tree limbs and power lines down in a matter of hours, blacking-out many neighbourhoods through the Holiday Season and affecting approximately 900,000 people.

Join CPRS Toronto and enjoy Blair Peberdy speak about what he and Toronto Hydro’s communications team experienced on the front lines during the storm, and how a well-rehearsed communications plan is critical when crisis hits.

Peberdy’s presentation will precede the election of the incoming CPRS Toronto Board of Directors and an overview of 2013-14’s accomplishments.

Quorum is required for an official vote, so be sure to register soon and arrive early.

WHEN:

Tuesday, May 20, 2014

5:30 – 6:00 p.m.      Registration

6:00 – 6:30 p.m.      Welcome and Presentation

6:30 – 7:00 p.m.      Formal Business – Annual General Meeting

7:00 – 7:15 p.m.      Presentation of service awards

7:15 – 8:00 p.m.      Reception

WHERE:

Toronto Reference Library – Novella Room

789 Yonge Street

Toronto ON  M4W 2G8

COST: There is no cost for this event

Note: Light appetizers will be served

Space is limited, so be sure to register early!

Please register directly through our secure website
Or contact Lois Marsh at (416) 360-1988 or marshl@marsh-executive.com

CPRS Toronto Post-AGM Social:
Some of us are heading to La Société (131 Bloor St W #211) following the AGM.
We would love if you could join us too!

Presenting Sponsor:

A few weeks ago, I was thrilled to hear that one of my heroes, Canadian Astronaut, bestselling author and social media sensation, Col. Chris Hadfield, was the recipient of the 2014 CPRS President’s Award for Outstanding Public Relations and Communications Management. The prestigious public relations honour is awarded to an individual who demonstrates outstanding leadership through communications.

During his time as the Commander of the International Space Station (ISS), Col. Hadfield captivated the world through the use of his multimedia-rich social media presence. Stunning photographs, viral videos and live feeds with classrooms full of wide-eyed students helped remind global citizens about the world in which they live. The profile of the Canadian Space Agency (CSA) and space exploration overall was raised through the communications efforts of Col. Hadfield.

“I am both honoured and delighted to receive the CPRS President’s Award,” said Col. Hadfield. “The credit goes to the team at the Canadian Space Agency who worked creatively and tirelessly for over two years in preparation and support of C2, Canada’s mission to command the International Space Station. The impact on Canada, especially on Canadian youth, as well as the rest of the world, was heart-warming for us all to see — the direct result of good people doing hard work.”

To read more about the CPRS President’s Award please see the news release.

A lot people still have misconceptions about Public Relations. Many think it serves only corporate interests without any regard for the public. Others confuse it with Marketing or think it’s all about publicity. It’s for these reasons, improving the professionalism of public relations remains a key concern for many of us.

Recognizing Professional Excellence

Developing standards in public relations practice is key to professionalism. One way we recognize professional excellence is through the Achieving Communications Excellence (ACE) Awards and Leadership Awards. Winning a Leadership or ACE Award earns you industry recognition, strengthens your strategic communication skills and gets you and your work known in Toronto’s public relations community. I hope you will join us at the ACE Gala is on May 7. To register please go to: https://www.cprstoronto.com/ace-awards/ace-awards-gala/.

Industry research

A body of theory-based knowledge, developed through research, is also central to professionalism. I encourage you to participate in an important research study on the competencies, knowledge and skills necessary for 21st century public relations professionals. The study is funded jointly by McMaster University and the Communications + Public Relations Foundation. Here is a link to the online questionnaire: https://legerweb.com/cprf-mcmaster-cskstudy.com.

Professionalism through knowledge PRK Exam

If you are a graduate (or about to graduate) from a public relations program and want to demonstrate your foundation of public relations knowledge; a junior public relations professional motivated to distinguish yourself; or a professional who has been working in a public relations or communications position but had not graduated from a public relations study program you should consider taking the Public Relations Knowledge (PRK)® exam on Saturday, May 3, 2014. For more information about the PRK exam please see http://www.cprs.ca/education/prk.aspx

While I think public relations has made considerable inroads through research, accreditation, award programs and professional development, it will continue to evolve and mature as a profession. What do you think? Do you think we are on the right track to being considered a true profession?

Spring has arrived and with it so has the hunt for PR internships for many students.

Surviving the process of resume submissions, interviews and waiting to land a coveted summer internship can be daunting.

There are things you can do beyond the tweaking of your cover letter to make yourself stand-out amongst the crowd.

For one, start attending PR conference networking events (check out CPRS Toronto’s calendar of events).

Your nerves may get the best of you and you may be worried about how to handle yourself in a room filled with skilled industry members, but you will gain invaluable practice in leaving a lasting impression as an aspiring PR professional.

Below are a few tips to keep in mind on getting the most out of a PR networking event:

1. Make a good first impression – Do your research; have a relevant story to tell that will leave each professional remembering your name.
2. Be prepared – Come prepared with informed questions; know who is presenting and what companies will be in attendance.
3. Follow up – Connect with professionals you networked with (i.e., send a thank-you note, email correspondence, LinkedIn, Twitter, etc.).
4. Develop relationships – Network with your peers as well . . . you never know when those relationships will help you in the future.

Above all else, relax, be your confident self and enjoy the experience!

This article was written by Priyanka Jain, a Ryerson Journalism graduate, current Seneca College student and ACE Awards Committee volunteer.

Only a year after completing Centennial College’s public relations post-graduate program, Hannah Sunderani is already at leading public relations agency Edelman. Sunderani won the CPRS Student of The Year Award at last year’s ACE Awards Gala and through this, managed to connect with industry professionals and become a recognized face.

Sunderani applied for the CPRS award after her professor sent out an e-mail letting students know about the award up for grabs. Sunderani decided to apply, highlighting her personal health and wellness blog and Project Fusion, a student group at Centennial that served as an idea-generating pool for ways to be involved in public issues, taking a more creative approach. Sunderani’s blog Happy Tummy Healthy Body is a food blog that promotes healthy eating and overall wellness. This experience, along with having spent one year in the United Kingdom doing public relations/communications for an alternative healing practice, all contributed to Sunderani earning the title of CPRS Student of The Year .

As her final semester neared at Centennial last year, it was time to start thinking about co-op placements and the different sectors students could work in. Sunderani’s heart was always set on either the not-for-profit sector or hospitals, so she applied and got her placement at Sick Kids Hospital. There, Sunderani had a valuable and beneficial co-op experience and was passionate about the work she contributed to during her time at Sick Kids. Sunderani recommends that all students go through co-op, as it serves as a great transition from the academic environment to the working world. “The whole process is an incredible experience. School can only take you so far,” Sunderani said.

Following her internship at Sick Kids, Sunderani realized that what she loved most about public relations was the fast-paced environment and the constant challenges and learning that come as part of the industry experience. This led her to look into agency PR, knowing that the nature of agency is to constantly be thinking on your feet and ready for anything. This appealed to Sunderani, and after reaching out to a few contacts she had made at the gala, and a few interviews later, she landed an internship with Edelman in the healthcare department. “The awards ceremony really opened a ton of doors,” said Sunderani.

So, what’s next for Sunderani? She has since been hired on full-time at Edelman and is excited to have the best of both worlds- working in an agency environment, with her passion for healthcare as a focus. “I really just want to learn from everyone at my agency because there are a ton of knowledgeable people and I still have so much to learn.”

Sunderani encourages all new graduates and aspiring public relations professionals to put in their best efforts and let their talent and abilities shine. “I can never say you’re completely prepared for anything,” explains Sunderani, “But never be fearful of anything because you will surprise yourself with the things you can do.”