NEW PERSPECTIVES

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.”

CPRS Toronto is pleased to congratulate Tom Ormsby, APR on becoming one of Canada’s newest accredited in public relations (APR) professionals! This year, the APR designation is celebrating 50 years as a credential recognizing professional excellence. Tom has succeeded in demonstrating that he has the experience and knowledge required to be a leader in the public relations profession. Congratulations to Tom on his achievement!

Thinking about pursuing your APR designation? Want to demonstrate your high level of knowledge, skills and ability in your field?

Eligible candidates must be CPRS members in good standing, have been employed in public relations for at least five years and spend at least half of professional time in public relations.

If you are interested in applying for your APR or would like more information, click here.

B.C. Forbes, founder of Forbes magazine once said, “It is only the farmer who faithfully plants seeds in
the spring, who reaps a harvest in the autumn.”

The excitement of spring – especially after the winter we have had – makes the extra effort gardeners
spend preparing their gardens a little less strenuous.

Spring isn’t only exciting for budding gardeners. Students are applying now to attend courses in the fall. Baseball players are at spring training, dreaming of winning the World Series in October.

It is sometimes hard to plan today for events in the fall, but now is the time to think about applying
for your APR, taking on a larger role with CPRS Toronto, and planning for your future.

Over the coming weeks, CPRS has a career workshop, a mini-conference and PD events to help you plant the seeds for your success. You can learn best practices from ACE Award winners and attend the national conference in Banff in May. I hope you will take advantage of these opportunities and let us know what else you would like us to provide. We are here to serve you, our members.

Maryjane Martin
President, CPRS Toronto

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

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

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

The January 31^st 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!