NEW PERSPECTIVES

Plan for your success

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The Globe and Mail put the sheer courage of the Olympic downhill skiers in perspective on the weekend with their illustration of the Sochi downhill course. They showed the top of the mountain at 1,075 metres and compared it to the CN Tower far below at the 553 metre mark!

During the Olympics we experience moments that inspire and motivate us. We see athletes pushing the limits of their courage and endurance, teams coming together in the final moments to win deciding games and athletes performing while enduring incredible pain.

These stories inspire us to challenge ourselves to be the best we can be and to challenge ourselves to face risks. For many, those risks involve trying something new – taking on a new challenge at work or seeking new opportunities outside our comfort zone.

These moments also remind us that it took years of training for these athletes to even get to the Olympics let alone “own the podium.” We too must look well in advance and plan for our futures. We are here to help you plan for your success. Join us on March 5 for our career planning workshop with Roxanne Crammer, Partner and Career Coach at CCC Academy and watch your career soar.

Mary Jane

Ascend 2014 – CPRS National Summit

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Ascend 2014 – CPRS National Summit

Are you up for the climb? CPRS wants to help you reach your professional peak through the many engaging and insightful workshop presentations and keynote speeches. Confirmed keynote speakers include: Scott Stratten, President, Un-Marketing; Anna Kapiniari, Strategic Communications, Canadian Space Agency; Gabe Zichermann, CEO, Gamification.co. To view the complete lineup of keynotes and workshops click here.

Take advantage of the early bird savings and register by Friday, March 21st, 2014!

 

“Please remain seated until the fasten seat belt sign has been switched off”

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On every commercial aircraft, before take-off, the crew reviews the safety measures passengers need to take in the case of an emergency or sudden turbulence.

This year will feature the Olympic Games in Sochi, the World Cup in Rio de Janeiro, the Scottish independence referendum, the pullout of troops from Afghanistan and numerous national elections throughout the world.  Add the uncertainty of extreme weather, economic shifts and other unplanned events and 2014 may be a very turbulent year.

Will you be prepared for both the opportunities and challenges the year presents?

To help you, CPRS has planned a number of professional development programs to increase your crisis communications skills, build your analytical and evaluation abilities, and strategically plan for the future.

We have also revised our mentoring program (join us on Wednesday, January 29 to learn more) and are planning a career management workshop to help you succeed.

And finally, we host the ACE Awards providing you the opportunity for you to showcase your expertise (submissions are due Friday, January 31).

I hope you will take advantage of all that CPRS has to offer this year.  If you have any questions or suggestions regarding our programs, please contact me at president@cprstoronto.com.

Maryjane

 

ACE Awards: The Forgotten Categories

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This article was written by Tory Nash, ACE Awards Marketing Volunteer and public relations student at Humber College.

The January 31st submission deadline for the 2014 ACE Awards is fast approaching.  While everyone is working hard to perfect submissions, this home stretch of the entry process is a great time to illuminate some of the lesser known campaign entry categories.

As per usual, the media relations, special events and digital communications categories are expected to see a high volume of submissions.  The accomplishments in these categories are very important and deserve praise.  However, we know that Canadian public relations practitioners are doing great work across all campaign categories.  Let’s take a look at some of these lesser known “forgotten categories”:

  • Employee Engagement/Internal Communications Campaign of the Year
    This category is designed to recognize outstanding employee engagement and/or internal communication programs that improved employee-management relations, strengthened employee communities and/or successfully administered change management.  We know you’ve already done the work, now let it shine!
  • Community Relations Campaign of the Year
    This category recognizes community campaigns focused on local projects, public meetings, special interest group program(s) or ongoing community programs designed to either establish mutually satisfactory relationships or shift community opinions.  Don’t be afraid to show off the impact you’ve made in your communities.
  • Government Relations/Public Affairs Campaign of the Year
    When some people hear about government relations or public affairs, their eyes tend to glaze over.  However, this is one of the ACE Awards’ most exciting categories.  This category is designed to highlight the most effective use of government relations or public affairs that changed or enlisted public opinion to influence government policy or regulations.

These categories are a great venue to let your work shine.  Regardless of what project you submit, remember that all entries must be submitted by 5 p.m. on January 31, 2014.

For a full listing of the campaign entry categories, please click here.

For entry guidelines and submission requirements, please click here.

Last minute questions? On January 30 Dave Scholz will be taking over @CPRSToronto for an #ACEAwards cram session Q&A. Last-minute questions when you’re putting together your binder? Tweet us!

What: ACE Awards Twitter Q&A
When: January 30, 2014 – Time TBD
Who: Dave Scholz, Chief Marketing Officer, Leger & ACE Judging Co-Chair
Where: Twitter (Send questions to @CPRSToronto)

GOOD LUCK IN YOUR PREPARATION!

 

 

How did Piller’s Fine Foods win over moms?

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NC_logo_redNON_OUTLINESPrepared By: Michael Ronchka

News Canada:

News Canada produces and distributes branded content on behalf of clients who seek to engage their customers with compelling, original content across paid, earned and owned media channels. A comprehensive campaign spanning multiple platforms from print, television and radio to digital can be distributed directly to the editorial decision-makers at media outlets of all sizes. Clients use News Canada to tell stories, helping to cut through the noise and deliver key messages to target audiences.

The Client:

Piller’s Fine Foods; a Canadian purveyor of premium deli meats and sausage since 1957.

The Challenge:

How to generate awareness about the company’s line of allergen-free deli meats, called Piller’s Simply Free®, and its benefits. The objective was to engage consumers so they not only tried the products once, but continued to buy them.

Strategy:

News Canada helped Piller’s develop a national, bilingual content marketing campaign, which leveraged converging media across multiple platforms. The campaign drove awareness through a combination of television, online and social media engagement. The centerpiece of the campaign was a segment on the Fall 2013 episode of For Your Life, News Canada’s television show featuring lifestyle-related stories. The show’s storytelling format successfully engaged television audiences with a short segment demonstrating how Piller’s new product line helps families prepare quick, nutritious, allergen-free meals.

Results to date:

“Multiple touch points of TV, radio, print, online and social exposure allowed us to amplify our messages nationally. News Canada’s For Your Life program captured our audience’s attention through entertaining video storytelling”, says Rita Weigel, Director of Marketing at Piller’s Fine Foods. The show aired on Food Network, HGTV, Slice, Showcase, CHCH and CHEK, reaching Piller’s target audience and generating awareness. National, local and specialized radio stations as well as newspapers and magazines across Canada picked up on the accompanying written and audio news release, resulting in over 35 million media impressions, almost triple News Canada’s guarantee. Articles appeared in outlets such as the Toronto Sun and Vancouver 24 hrs. The campaign also received over 8,000 views on Youtube, and Piller’s web traffic increased by 13 per cent, with 33 per cent new visitors.

Post sponsored by News Canada

 

ACE Award Submission Tips: Get the inside scoop!

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This article was written by Shamique Bowes, ACE Awards Marketing Volunteer and public relations student at Humber College.

Recognition from your peers and being established as an industry leader: these are only a few of the many advantages to receiving an ACE Award. In order to reap these benefits, you must be ready to put effort into every round of the ACE Awards process and differentiate your campaign submission among the competition.

So how are you going to make your campaign submission stand out?

Dave Scholz, Co-chair of the ACE Awards judging team and Chief Marketing Officer at Leger, offered us a few tips on how to differentiate your campaign submission amongst the competition.

ACE AWARDS RUBRIC

The first thing to do is get a copy of the rubric used to rate each submission. The rubric is split into four sections:

  • Research
  • Action
  • Communication
  • Evaluation

Besides ensuring you have each category covered, make sure guidelines and criteria for each category are met.  All categories are equally important and must be well thought out, but entrants must pay special attention to the Research and Evaluation sections of their submission.

The judges are looking for your campaign to be results driven and need two crucial questions to be answered:

  1. “Did your results achieve your organizational objectives?”
  2. “What behavioural, attitudinal or cognitive change was there?’

Clearly explaining the goal and objectives of your campaign, and giving proof that you achieved them will answer these questions and show the judges why you deserve an ACE Award!

THE SMALL THINGS MATTER

By correcting and re-tailoring the small things in your submission, your submission will be simple and concise. You are not only eliminating extra work for yourself but directing the Judges’ focus to the critical aspects of your project. Here are a few “small things” to consider:

  • State key points and assumptions of the campaign clearly
  • Make your submission well organized and easy to follow
  • Proofread!
  • Cut the jargon and write economically

It is crucial to keep in mind that the judges are looking for quality, so don’t focus on the bells and whistles.

 

BEST IN SHOW PRESENTATIONS

The last round, which consists of a presentation, must be given the same amount of effort as your submissions.  To ensure a successful presentation you need to practice, practice, practice! Make sure your presentation is ready to roll out smoothly and that everyone participating knows their cues.

Also, have someone who wasn’t involved in the project ask questions to shake out any wrinkles and prepare yourself for the judges’ inspection. Nothing is worse than getting caught out by an unexpected question!

Follow these tips and get the inside track on how to complete your ACE Award submission with flying colours. Even though the ACE Awards are just around the corner, it’s not too late to apply! The deadline for submissions is January 31, 2014 by 5 pm.

 

Download the ACE Awards Rubric here
Download the ACE Awards Categories listing here

 

Still have questions? On January 30 Dave Scholz will be taking over @CPRSToronto for an #ACEAwards cram session Q&A. Last-minute questions when you’re putting together your binder? Tweet us! More details to follow.

What: ACE Awards Twitter Q&A
When: January 30, 2014 – Time TBD
Who: Dave Scholz, Chief Marketing Officer, Leger & ACE Judging Co-Chair
Where: Twitter (Send questions to @CPRSToronto)

GOOD LUCK IN YOUR PREPARATION!

 

John E. Betts shares recipe for success at CEO of the Year luncheon

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By: Brooke Anderson

On Wednesday, January 15, CPRS Toronto presented its CEO Award of Excellence in Public Relations to John E. Betts, President and Chief Executive Officer, McDonald’s Restaurants of Canada @mcd_canada. Friends, family and colleagues gathered for lunch at the Eaton Chelsea Hotel to celebrate his achievement.

CEO AWARD OF EXCELLENCE IN PUBLIC RELATIONS

Photo via CP Images

Though Mr. Betts did not take the helm of McDonald’s Canada until 2008, he revealed that his “Canadian connection” began much earlier, when his father was the American Consul General in Montreal and later Toronto. Mr. Betts credited the frequent moves – especially around Europe – with honing his communication skills and giving him the ability to bringdiverse groupsof people together to reach a consensus. He said that his time with McDonald’s Canada has been most fun and rewarding assignment of his 43-year career.

As Mr. Betts accepted the award, he thanked his leadership and communications teams, and all McDonald’s employees and stakeholders, for helping to rewrite the brand story. He emphasized a two-way dialogue where listening makes people feel heard and part of the process, because everybody has a role to play. This was clear in the presentation videos, which showed employee engagementacross Canada and a mountain of positive media coverage.

Mr. Betts simplified his recipe to three communication principles:

  1. Having a vision that people can rally around
  2. Building a narrative that everyone can be part of
  3. Merchandising success to build the greatest level of engagement

In conversation after the event, Mr. Betts spoke of the need to berelatable, whether it’s touring a meat factory or serving customers. He’s determined to “change the conversation” about McDonald’s in a big way, involving employees at every level to challenge “half-truths and myths.” Building on last year’s theme of differentiation, Mr. Betts can’t wait to continue the journey in 2014, the company’s year of engagement.

We’ll be watching what McDonald’s does next. A huge thanks to everyone who attended the event, to McDonald’s for providing coupons to all our guests, and to our sponsors: 680 News, AVW TELAV, Canadian Press Images, Cision, CNW, Infomart, Leger, Marketwired and News Canada.

More on John Betts and McDonald’s Canada

 

 

 

 

5 reasons to join a professional association

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by Alex Sévigny, PhD, APR, MCIPR, @AlexSevigny

In 2009, my colleague, mentor and friend Terry Flynn, suggested that I join the Canadian Public Relations Society. I did, and I have found it to be incredibly rewarding. I now recommend joining a professional society to every professional communicator I know.

Here are five reasons to join a professional association:

  1. Ethics Code: One of the most valuable aspects of membership in a professional association is the ethics code that the association requires you to submit to. This may seem abstract until you face an ethical quandary and are able to say “My professional association ethics code doesn’t allow me to do this.” That’s a powerful argument for you to keep your practice ethical despite pressure.
  2. Professional Accreditation: A postsecondary degree or diploma is an important first step toward building a career as a professional communicator, but validation by your professional peers provides a level of recognition that marks you as a seasoned and trusted professional. I am very proud of the APR designation that I earned through CPRS. I know colleagues who hold the ABC designation from IABC are equally proud of their achievement. Accreditation means that your industry peers think you are an ethical, competent strategic communicator – that’s golden!
  3. Cultural and Social Capital: Membership is a first step toward building relationships, but the longer you remain a member the deeper your roots in the organization can grow. You can build serious social and cultural capital by being elected to association boards or sitting on committees.
  4. Professional Development: It is hard to keep at the cutting edge of the profession after leaving college or university because time is a precious commodity. Professional associations have the resources to bring the best national and international experts to you so that you can meet them and learn from them.
  5. Awareness of Opportunities: Professional associations are a great way of meeting like-minded people with whom you may share common goals and outlook. Those people can make you aware of professional and personal opportunities… a new job, client or friendship may await you!

Goal

Professional associations can help keep your career fresh. Below, you can find a brief bio of my involvement with CPRS, IABC, CIPR and others – I hope it inspires you get involved. If my positive experience is any guide, you’ll have a great time once you join your professional association of choice!

My professional society bio

Since 2009, when I joined CPRS Hamilton, and especially since I became program director of the McMaster-Syracuse MCM program, I have also joined the Toronto Chapter of the International Association of Business Communicators and the Chartered Institute for Public Relations (UK).

In 2011, at the invitation of committee chair Colleen Killingsworth, I began sitting on the National Education Council of the Canadian Public Relations Society, and also as Professional Development Chair for the Hamilton Chapter of CPRS. In 2013, I began sitting as CPRS’s representative to the international Commission on Public Relations Education.

This post originally appeared at AlexSevigny.ca. Alex is Program Director, McMaster-Syracuse Master of Communications Management (MCM) and Editor-in-Chief, Journal of Professional Communication (JPC). 

CPRS Toronto members deliver holiday cheer

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The Toronto Star Santa Claus Fund provides gifts at Christmas for underprivileged children — age newborn to 12. For the second year, CPRS Toronto members played the role of elves.  “It was a great experience,” said Antonietta Mirabelli who delivered gifts in Etobicoke.

“Last year we delivered gifts to children in Toronto.  This year members delivered gift boxes in Etobicoke and Mississauga as well,” said  CPRS Toronto president, Maryjane Martin, APR.

How are the children chosen?  “Each fall, more than 100 different social and community service agencies that have registered with our program, submit applications on behalf of families, to The Toronto Star Santa Claus Fund,” said Barbara Mrozek Director, Toronto Star Charities and Philanthropy.  “Each child receives a colourful gift box containing a warm shirt, hat, mittens, socks, small toy, book, candy and dental hygiene items.”

This year, over 45,000 children will receive gift boxes.

Santa Fund: Diane Begin, Maryjane Martin and Lois Marsh pick up their boxes for delivery.

Santa Fund: Diane Begin, Maryjane Martin and Lois Marsh pick up their boxes for delivery.

Santa Fund:  Antonietta Mirabelli delivered gifts in Etobicoke.

Santa Fund: Antonietta Mirabelli delivered gifts in Etobicoke.

Santa Fund: Amanda Gun-Munro and Nichole Legate at the depot picking up their gift boxes.

Santa Fund: Amanda Gun-Munro and Nichole Legate at the depot picking up their gift boxes.