NEW PERSPECTIVES

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ACE Awards recognizes the best digital communications campaigns with NEW category
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By Barbara Loureiro

The CPRS Toronto ACE Awards submission deadline is just around the corner. This year there’s a new category recognizing full digital campaigns: Best Digital Communications Campaign of the Year.

As digital strategies have become integral to many communications plans, CPRS Toronto strives to recognize the excellent digital campaigns created and executed over the past two years. This category recognizes campaigns that inform engage and/or monitor targeted online influencers and communities to reach specified communications goals.

If you have a campaign that qualifies, the submission requirements are as follows:

The executive summary must describe the campaign, following the RACE (Research, Analysis, Communication and Evaluation) formula and outline key variables within those headings. Keep in mind the executive summary is limited to two pages and a 10 point font, so keep it concise!

The rationale must explain how the campaign exemplifies the definition of public relations as defined by CPRS Toronto. The second component of the submission is limited to 250 words.

All submissions also must include a completed entry form and online payment through the CPRS Toronto website.

The entry deadline is January 23, 2013. Click here for more information on ACE Awards entry guidelines.

Successful submissions in the executive summary phase will be invited to the second round of judging. We’ll request a “big binder” with a detailed outline of the campaign and a copy of the final product on a USB stick. Those who have advanced to this next stage will be notified by the judging team in February.

Information on the Best Digital Communications Campaign of the Year and other categories can be found on the CPRS Toronto website. If you missed last Wednesday’s informative “Enhancing Your ACE Submission” webinar, you can WATCH HERE.

Tweeting about ACE? Use hashtag #CPRSACE

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How to “ace” your ACE awards submission: Five things you need to know
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By Miranda Germani

Whether you’re wanting to add another trophy to your shelf, or just testing the waters and are new to entering awards, there are five not-so-secret things that you must know to put together a stellar ACE Awards submission.

In the interactive and informative “Enhance Your CPRS Toronto ACE Award Submission” webinar held on January 16, host and ACE Awards Judging Co-chair, Dave Scholz shared the must-know tips to ensure your submission stands out from the crowd. For now, the focus is on the first stage submission – the executive summary and rationale. Click here for more information on ACE Entry Guidelines.

Must-know #1 – Know your deadlines. Sounds simple, but that’s the first hurdle to pass. The entry deadline is January 23, 2013 (i.e. next week, so get your skates on!).

Must-know #2 – Use RACE. A simple acronym, but it can make a world of difference to your submission. RACE stands for Research, Analysis, Communication, Evaluation and all of these aspects are important to your submission. Think about RACE all the way through your submission.

Must-know #3 – Be clear on your evaluation. Don’t assume the judges know what you’ve achieved – you must spell it out and tie your goals to the outcome.

Must-know #4 – Get acquainted with the new Best Digital Communications Campaign of the Year category. If you’ve done a fabulous digital campaign that successfully engaged your audiences and inspired online conversation and/or media coverage, we want to hear about it! This is your opportunity to shine.

NOTE: Digital components to other campaigns must still be included in those separate submissions.

Must-know #5 – The judges will keep your submission to themselves. All submissions are confidential. Nothing will be shared publicly. If CPRS Toronto ever wants to share something publicly, we’ll be in touch in advance.

Bonus must-know #6 – Having details such as budget, or at least a budget range, really helps the judges consider your submission in context.

Hopefully that helps pull back the curtain on what the judging team needs from you so that you can get one step closer to receiving an ACE Award in April. For more information about the ACE Awards, please visit the CPRS Toronto Website or contact ace@cprstoronto.com.

If you missed Wednesday’s webinar, you can WATCH HERE

Tweeting about ACE? Use hashtag #CPRSACE

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President’s message: Learn from leaders
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In golf, champions of the sport, leaders who have left their mark, give golfers at large inspiration to improve their own game.  We admire the skills of people like Arnold Palmer, Jack Nicklaus, Tom Watson, Tiger Woods, Mike Weir, and Rory McIlroy for their contribution, and we even emulate them in their approach to play.  

I feel this when I am playing the 14th hole on our PR course.  This is a relatively straight Par 4, but there are woods on the right and water on the left.  Big water!!  I should really take it easy on my drive, but I always tend to over-swing because I want to hit it far, and instead I hit it hard.  In golf, “far” and “hard” do not usually go hand in hand.  

So, I’ve lost a few in the water, and I’ve lost a few in the woods. Yet the fairway awaits straight in front of me if I would just take it easy.  Following my drive, as I head toward my ball to take my next shot, I think about the greats mentioned above, and know that they would manage this hole much better.  I could reduce my strokes by learning from the great leaders of the game.

I see a relation to our lives as PR professionals.  There’s much to learn from great leaders who use PR to advance the organizations they are representing. 

At CPRS Toronto, we hold an annual gathering honouring just that kind of inspiring leadership, the CEO Award in Public Relations luncheon.  This year it takes place on Wednesday, January 30th, at Arcadian Court.  

Most recent winners are Dr. Robert S. Bell (University Health Network), Jim Leech (Ontario Teachers’ Pension Plan), Robert Deluce (Porter Airlines), Galen G Weston (Loblaw), Frances Lankin (United Way), Richard Bradshaw (Canadian Opera Company) and Roots co-founders Michael Budman and Don Green.  As you can see, various industries and disciplines are represented…all leaders from whom we can learn.  We acknowledge CPRS Toronto member Gordon McIvor Ph.D., APR, FCPRS who created this award in the early 1990s.  This year marks the 20th time we have presented this award.  Martin Waxman, APR is current Chair of the selection committee, and I thank him and his committee for their hard work this year.  

The award recipient for 2012 is Sheldon Levy, President and Vice Chancellor, Ryerson University and the Society is looking forward to honouring Mr. Levy at the special luncheon in his honour.  I hope you can participate and hear from someone who has demonstrated that a successful CEO must be an excellent communicator who can express a clear mission and shared values with a broad range of stakeholders.

We can look to people like Sheldon Levy and our past winners for inspiration…not only as great leaders who are great communicators, but also as to whom we may want to counsel those we help as PR professionals to consider as models.  Mike Eppel from 680 News will act as emcee of the event, and I think everyone can count on a stimulating afternoon.

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Enhance your ACE Award submission!
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logos_colour_low_res-01Back by popular demand, CPRS Toronto invites you to join us on Wednesday, January 16, 2013 at 12 p.m. for an informative, free webinar on enhancing your ACE Awards submission, brought to you by CNW Group – the exclusive professional development sponsor for CPRS Toronto.

Dave Scholz, Executive Vice President at Leger Marketing and CPRS Toronto’s ACE Awards Judging Co-Chair, will pull back the curtain on the ACE Awards and share what the judging team will be looking for in a winning submission. The webinar will also provide insight in to changes made to the digital category.

To register for the webinar, visit:

http://event.on24.com/r.htm?e=564540&s=1&k=EF7CD45C16009CBD8A6618A8C4A085E6

For more information about the ACE Awards, please visit the CPRS Toronto Website or contact ace@cprstoronto.com.

If you are unable to join us on Wednesday the webinar will be available in archive following the live event.

Tweeting about ACE? Use hashtag #CPRSACE!

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PR grads: Show employers your stuff; write the PR knowledge exam Jan. 26
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You can now bring tangible evidence of your knowledge and readiness for the workplace to future employers. Be part of the FIRST official cohort of students writing the Public Relations Knowledge (PRK)™ exam.

All exams in Vancouver, Calgary, Edmonton, Toronto and Halifax will take place on Saturday, January 26.

In Toronto, students will be writing at 12:30 p.m. (Eastern time zone) at Humber College.

The last day to register is Friday, January 25 at noon EST. Only pre-registered applicants will be permitted to write the exam. Register with the PDF or Word form.

Any questions can be directed to Tracey Baker, Director of Education at CPRS National via email at tbaker@cprs.ca.

More info on the PRK exam

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Call for Nominations for 2013-2014 Board
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CPRS Toronto members interested in serving on the board for the 2013-14 term should contact Lois Marsh at 416-360-1988 or marshl@marsh-executive.com.

Participating on the board enables you to enhance your corporate governance skills, contribute to our profession in a meaningful way, and interact with and learn from your industry peers.   

The term starts after the Annual General Meeting in May. All members are invited to apply. Having an APR, more than five years of communications experience or being an active volunteer are assets. 

The deadline is February 17.

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‘Tweet’ or tweet’? Order new CP Caps and Spelling for chance to win
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CPRS members can win prize package by ordering new book or online subscription. 

Is it ‘Tweet’ or tweet’? ‘Zipline’ or ‘Zip line’? Have you ever been in doubt about any of the recent additions to the Canadian lexicon? The new 20th edition of Caps and Spelling released by the Canadian Press (sponsor) is the answer to such frequently arising questions. Containing over 200 pages covering a wide range of new 21st century words and references, the latest publication includes an alphabetical listing of commonly misspelled, hyphenated and compound words, abbreviations, proper names, internet terms, pop culture references and more.

A special prize package for ordering in January

The Canadian Press is offering CPRS Toronto members the chance to win a prize package including a briefcase/ laptop bag, USB stick and baseball cap worth over $150 when they order the new edition of Caps and Spelling. To enter the draw simply visit the Canadian Press website and order a hardcopy version for $20.95, or online subscription for under $6.25/ month. The last day to enter the draw is Friday, January 25, 2013 and the winner will be announced on January 29th, 2013. For quantities over ten ordered per organization, $2 can be saved per book. Orders can be placed online or by calling 1-800-434-7578.

prize

 

Setting the industry standard for press releases, newsletters, websites and all other communication channels, the new Caps and Spelling is an indispensable guide for every communications professional. The electronic version also enables keyword search listings, offers real time alerts of new words added, provides the ability to add notes and allows sharing a common electronic copy within a team to ensure consistency.

About the Canadian Press

The Canadian Press, with its French-language counterpart, La Presse Canadienne, has been keeping Canadians informed by telling people the story of their country for almost a century. Over 200 journalists produce and deliver award-winning stories, photos, graphics, audio, video and multimedia news around the clock and in real time to daily newspapers, and more than 500 radio and TV stations, relying on news coverage from The Canadian Press. In addition, the government, corporations, publishers and associations subscribe to the leading-edge news and information services offered by The Canadian Press for delivery of credible content to thousands of websites, magazines, elevator screens and wireless devices. For public relations and communications professionals, a complete suite of ad delivery, photography, photo distribution and news monitoring services are available at www.thecanadianpress.com.

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ACE Awards submissions reminder!
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By Natasha Nitsopoulos

Awwh, the feeling of a fresh new year. It’s time to set your goals higher and reach for the stars! Why not improve your professional status with an ACE Award? It’s not too late to apply, though the deadline is fast approaching.

The annual ACE Awards recognize communications excellence in the public relations industry. Winning an Award is a great way to display your hard work in front of an audience of industry pros, give you and your company a competitive edge and strengthen your strategic planning skills. Not to mention it’s a fabulous social event with all your friends and colleagues.

Get started on your entry today and be sure to make that early bird deadline on January 9. Also, don’t forget to pencil April 24 into your busy agendas for this year’s gala!

More information on eligibility, submission requirements and campaign entry categories is available on the CPRS Toronto website.

Important Dates and Deadlines:

Early Bird Entry Deadline: enter at a discounted rate by January 9, 2013

Entry Deadline: January 23, 2013

Leadership Awards Deadline: February 24, 2013

Enter at www.cprstoronto.com!

Questions? Tweet #CPRSACE or e-mail ace@cprstoronto.com

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Bilingual PR student? This scholarship may be for you
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The Communications + Public Relations Foundation awards the Torchia scholarship annually to a student who best exemplifies the spirit and practice of bilingualism in the Canadian communications and public relations profession.

Inspired by the career of Armand Torchia, who cofounded The Houston Group with Stan Houston, and Torchia Communications with his son Jean-Claude, the $1,500 scholarship is awarded by September 15.

Apply in English or French by April 30, 2013.

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#Volunteering
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Fantastic news everyone, it looks like volunteering is trending! Over the past five years volunteer rates among Canadians have increased. But after digging a little deeper, I discovered that it is the 19-24 year-olds who are doing the majority of the work. On average, they are donating 20 per cent more of their time versus the 25-34 year-old demographic. We have all been made aware of the benefits of volunteering, so why is it that the numbers start to drop as we age?

It could be argued that the benefits of volunteering are far greater for the individuals aged 19-24; these are the people trying to gain experience, enhance their skills and develop their professional network. This is all very true, and I couldn’t agree more. But I also think I would be hard-pressed to find a career-oriented individual, between the ages of 25-34 who isn’t chasing after the exact same things.

If you are looking to advance your career, develop your personal and professional connections and help out the community, why not make time in your calendar to volunteer. The sense of accomplishment coupled with the fact you are helping out others will help you move your career forward and will most definitely make you feel better than sucking up to the boss, or taking on a ridiculous work load. (Not to say that being polite and offering to help out when it is busy should be ruled out)

Let’s take a look at few scenarios…

Scenario #1

Meet Erin, she is 26, has a degree in English and a certificate in PR. Erin has worked in a few different intern roles and is now doing media monitoring full time for her company. As much as Erin likes her job she really wants to be writing, but unfortunately there is a team of writers on staff and not much of an opportunity for her to get involved.

Well Erin, instead of getting frustrated and letting those writing skills go to waste, consider volunteering. There are numerous opportunities out there for you to get involved in, and the CPRS would be an excellent place to start your hunt! There are opportunities to write copy for marketing material, blog posts and member communications, all of which are excellent ways to keep your writing skills up to date and expand the reach of your work. Erin, before you know it you will be SWAMPED with requests because of your newly-found writing expertise!

Scenario #2

Meet James, he is 31 and has a business background with a focus on strategy development. James has recently been promoted to national PR Manager. Congratulations James! In his new role he will be managing a team of seven and of those seven two make up the national events team. James has worked for his company for five years, has been to many of the events but has never planned one. Needless to say, he is a little nervous about overseeing all national events.

Volunteer suggestion; get involved with one of the planning committees for a CPRS event such as the CEO Awards or the ACE Awards. The only credentials needed here are a positive attitude and the willingness to learn. James, this will give you the opportunity to brush up on your event management skills and leverage some of your past strategy work. You are going to be a superstar before you know it!

You can greatly benefit from volunteering with CPRS Toronto, no matter the stage of your career. By taking the time to give back you also have the opportunity to develop strong networks, work portfolios and discover new employment opportunities.

In closing may I suggest, the next time you are feeling a little restless in your job, or would like to learn a new skill, consider volunteering as a viable option. To find out how to get involved with CPRS Toronto e-mail Parm Chohan or read more online.

“Not everything that counts can be counted. And not everything that can be counted, counts.” Albert Einstein

Geoffrey MacNeil is a marketing and communications professional with a background in financial sales, currently studying public relations at Ryerson University.

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