NEW PERSPECTIVES

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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

 

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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!

 

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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

 

 

 

 

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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). 

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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.

 

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CPRS Toronto members receive Awards of Excellence
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A number of CPRS Toronto members were recognized for excellence in Public Relations at the 2013 Canadian Public Relations Society’s National Awards Gala held in June in Gatineau, Quebec. A total of 36 Awards of Excellence were awarded to the best public relations and communications management team from across Canada.

The Awards of Excellence recognize outstanding achievement in a comprehensive public relations project or programs. Toronto teams won medals in all categories:

Gold:

  • Community Relations: Argyle Communications
  • Media Relations (Agency): GolinHarris Canada
  • Issues/Crisis Management: De Beers Canada
  • Multi-Media: Toronto Hydro Corporation
  • Electronic and Social Media: Paradigm Public Relations
  • Writing: Paradigm Public Relations

Silver:

  • Marketing Communications: Thornley Fallis Communications
  • Media Relations (Agency): Argyle Communications
  • Government Relations: Brown & Cohen
  • Special Events: Toronto Port Authority
  • Multi-Media: Thornley Fallis Communications
  • Print: Toronto Hydro Corporation
  • Electronic and Social Media: Edelman Canada
  • Issues/Crisis Management: ACJ Communications and Kennedy Jones and Sweeney Inc.

Bronze:

  • Marketing Communications: Paradigm Public Relations
  • Media Relations (Non-Agency): Rogers Media
  • Internal Communications: Toronto Hydro Corporation
  • Special Events: NATIONAL Public Relations Ltd.
  • Multi-Media: Babble On Communications Inc.
  • Electronic and Social Media: Edelman Canada

“We’ve been told by our members that a valued benefit of CPRS membership is the opportunity for peer recognition,” said National Awards Presiding Office Robyn Quinn, APR, FCPRS. “Each year we receive entries that reflect how much our own public relations roles are evolving and each year we see evidence of how our members deliver strategic and successful public relations projects and campaigns across the country. Our annual awards celebration demonstrates true peer recognition for work well done.”

Congratulations to all nominated and award winning members!

Canadian Communicators Shine at 2013 CPRS National Awards Gala

Media Relations Agency Gold – GolinHarris and McDonalds Canada (CNW Group/Canadian Public Relations Society)

“Our Food, Your Questions”

 The ‘Our food, your questions’ campaign enable Canadians to ask McDonald’s any question they liked and McDonald’s vowed to answer every single one. A platform for people to ask questions was created in order to get people engaged. Consumers asked questions through Facebook and Twitter, so when McDonald’s answered, all followers saw the question and the response. As a result of the campaign, people’s perceptions of McDonald’s food quality improved with 46 per cent now thinking the food is good quality, compared to 30 per cent prior to the campaign.

Canadian Communicators Shine at 2013 CPRS National Awards Gala

Thelma Hatzis (left) and Christina Basil

Multi-Media Gold – Toronto Hydro Corporation (CNW Group/Canadian Public Relations Society)

“Grow your Mo’ for Movember Campaign at Toronto Hydro”

In 2012, Toronto Hydro employees showed their support for prostate cancer and men’s mental health by participating in the popular moustache campaign, Movember. The Community Involvement team launched a social media contest to raise awareness about Movember. Twelve Hydro vehicles were outfitted with giant moustaches and Twitter followers were asked to spot the moustache and tweet a picture for a chance to win a prize.

Canadian Communicators Shine at 2013 CPRS National Awards Gala

From left: Leilly Shafaee, Daniel Tisch APR, FCPRS and Brendan Agnew-Iler

Community Relations Gold – Argyle Communications (CNW Group/Canadian Public Relations Society)

“30% Off Ontario Tuition: A Student Engagement Program”

 The campaign was designed to make students aware they could be eligible for a tuition break under a program by the Ministry of Training Colleges and Universities. A trained team of current students and recent graduates were used to intercept and educate students about the offer. By focusing on “student-to-student” communications, finding creative ways to pre-qualify students and pairing live on-campus with online socialization, the team made face-to-face contact with 29,000 students on 47 campuses in just three weeks, resulting in a 27.5 per cent increase in applications for the rebate.

Canadian Communicators Shine at 2013 CPRS National Awards Gala

 From left: Ashley Brown, Tom Ormsby and Annie Stavridis

Crisis/Issues Management Gold – De Beers Canada (CNW Group/Canadian Public Relations Society)

“Winter Road Blockade”

A two-week illegal blockade threatened the transportation of critical material to a remote mine in Northern Ontario. The De Beers team successfully helped the company navigate through the issue and its individual agendas. Faced with a media outlet appearing determined to undermine all De Beers messages and engagement the team created a wider strategic conversation in the media and with key stakeholders. The conversation focused on facts and the team managed to sustain this level of conversation through the successful conclusion of the winter road program and legal proceedings.

 

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Daniel Tisch and Jean Valin receive the 2013 Award of Attainment for outstanding service in the Public Relations Society
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CANADIAN PUBLIC RELATIONS SOCIETY - 2013 Award of AttainmentJean Valin APR, FCPRS LM (left) and Daniel Tisch APR, FCPRS accept the 2013 Award of Attainment during the 2013 CPRS National Awards Gala on June 11 (CNW Group/Canadian Public Relations Society)

The Canadian Public Relations Society (CPRS) recognized Daniel Tisch APR, FCPRS and Jean Valin APR, FCPRS LM with the 2013 CPRS Award of Attainment, at the 2013 CPRS National Awards Gala on June 11. Tisch and Valin were recognized for their outstanding achievement and service in the public relations industry.

“It has been a privilege to lead the Global Alliance for the last two years, and to join professionals and academics from around the world in building a global consensus on the value of communication to organizations – and to society,” said Tisch. “Thinking of our professional journey calls to mind an African proverb: if you want to go fast, go alone; if you want to go far, go together.”

The Award of Attainment recognizes exceptional involvement in the public relations profession and candidates are nominated by peers.

“There is no greater honour than being recognized by one’s peers,” Tisch said (upon being named to the CPRS College of Fellows 2010). “I feel very fortunate to have worked with clients and colleagues who believe in the highest standards of ethics and professionalism – and in the critical connection between public relations and the public interest.”

A CPRS Toronto Life Member, Tisch is widely known as an international public relations practitioner, speaker, writer and industry leader. He is the Chair of the Global Alliance for Public Relations and Communication Management, the confederation of the  world’s major communications industry associations, a Fellow of the Canadian Public Relations Society and CEO of Argyle Communications, one of Canada’s premier independent public relations firms.

 

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Find out what Canada’s PR leaders are thinking
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Communications experts share their latest strategies with Cision on how to tackle today’s PR and marketing challenges – http://blog.ca.cision.com/opinion/prtrends/

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Barbara Sheffield awarded Lamp of Service for commitment to Canadian Public Relations Society
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The Canadian Public Relations Society (CPRS) named Barbara Sheffield APR, FCPRS LM, Vice-President, PR/Media Connection, the winner of the 2013 CPRS Lamp of Service at the national conference on June 10 in Gatineau, Québec. Sheffield was recognized for her dedicated service to CPRS during her more than 40 years as a public relations professional.

“My thanks to those I have worked with over the years for this wonderful recognition. I have always said that it is one thing to hold a membership in an organization and quite another to be a member. Contribution of time and talent should be on every member’s agenda and I encourage all members to become engaged in demonstrating professionalism to advance the profession,” said Sheffield.

The CPRS Lamp of Service is awarded to a CPRS member whose personal activities and/or leadership and dedication have resulted in the advancement of the Society.
A CPRS Toronto member since 1975 and appointed Life Member of the Toronto Society in 2006, Sheffield’s major focus and commitment within CPRS was public relations education and training. She served on CPRS Toronto’s education committee in 1979 and began to explore opportunities to develop curriculum that would benefit the growing profession. She was CPRS Toronto’s chair of professional development from 1981-82.

After serving as CPRS Toronto President (1982-84), Sheffield went on to become CPRS National President in 1990-91. Currently she is the Executive Director of the Communications and Public Relations Foundation.

 Barbara Sheffield APR, FCPRS LM (left) accepts her CPRS Lamp of Service certificate from Robyn Quinn APR, FCPRS, National Awards Presiding Officer, CPRS. (CNW Group/Canadian Public Relations Society)
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