NEW PERSPECTIVES

How to Be Successful in Job Interviews

By Brandon Kish

How am I going to get this job? How am I going to succeed in the interview? These are common questions many people ask, including me. It is perfectly natural to be nervous before a job interview because it is unpredictable what can happen. However, the important thing is to be prepared. There is a lot that needs to take place before interview day. The better prepared you are, the less nervous and more successful you will be.

Here are some tips to succeed in your next job interview:

1. Research Yourself

Think of going into the interview as an audition. You want to show them why you are better than the other candidates. Think about your skills and what you offer that is different from others. Know about your strengths and weaknesses. This shows that you are in tune with yourself and not trying to project perfection. Be able to give clear examples of both; this demonstrates that you understand yourself.

Your personality is something very attractive about you. Be sure to explain why you are interested in this position and industry.

2. Have Questions Prepared

Once the interviewers have asked their questions, you are most likely going to be asked if you have any. Never say that you don’t. That immediately looks like you are not interested in the position. One is not enough, and you don’t want too many. You should have about three questions written down. Think from their perspective too. Would you rather hire someone who keeps showing interest, or someone who just wants to get out of there as fast as possible? They want someone who they feel will be best for their organization’s future success.

Here are some examples:

1. What would a typical working day be like?
2. Who will the new employee be reporting to?
3. What immediate projects or tasks would I be working on?

To practice, anticipate the questions that they may ask you. Research online commonly asked questions about the job position you’re applying for. Preparing your answers will help calm your nerves and give you more control over your answers.

3. Practice

You’re acting. Your big role is to go into that interview and demonstrate that you are the best choice for the job.

Search online for common questions that are asked for your position in job interviews. Then you can even look online for answers for those jobs. Be sure to tailor the answers to your own skills, experience, and the job posting itself.

You want to sound positive but also calm. Your lines do not have to be 100 percent rehearsed. There will potentially be unexpected questions in the interview. Think of it like professional sports. Teams practice before a game, but nothing is like being put into the battle. It is unpredictable, but being prepared will reduce your chances of something negative happening.

4. Plan Your Transportation

You probably hear it all the time: “Don’t be late.” But really, please, don’t be late. That automatically reduces your chances to a minimum of getting the job. Be sure to arrive early. You should perform a dry run; drive, get a ride, or take transportation, etc., to the location at approximately the same time as the interview. This way you know what to expect. You should arrive early to demonstrate that you respect the interviewer’s time and that you are professional. Check for parking and alternative parking locations. You don’t want to show up and become late.

5. Body Language

Slouched shoulders, no smile, and a quiet voice. Wow, it sounds like that person is about to jump for joy. They are so excited for their interview. Not. Remember it like you’re playing a character. You get what you put out. You want to demonstrate to the interviewer and organization that you are happy about potentially working with them. It is important to have open palms and appear receptive. Show those pearly whites as well by smiling. Make them feel good in your presence. The last thing they want is someone who doesn’t bring a positive attitude to the workplace. Remember, they are trying to find someone who, yes, does a good job, but also contributes to the team setting in a professional but positive manner. Keep those arms uncrossed and absolutely no fidgeting. Those show a sense of nervousness or fright. Keep that posture good, as this portrays confidence. If you slouch in your chair, then you’re going to look uninterested and unmotivated.

6. After the Interview

Please remember that the interview doesn’t end when you leave the office. In fact, there are a few more details to keep in mind. First, remember the names of the people you were interviewed by, and if possible, get their email addresses. Later that day, you should send them a thank-you email. This displays professionalism and appreciation for the opportunity.

Your email should:

1. Be individualized to the interviewer. My gosh, please put the person’s name. Don’t put “Hiring Manager.” If you’re writing a birthday card to your in-law, you don’t write “Happy Birthday Father-in-Law”; you write their name.
2. Re-emphasize your interest in the position. Show them how you want to work for them. They want to see someone who would enjoy it, not someone passive about it.
3. Thank them. You wouldn’t believe how often people forget to do this and instead tell them that they are awaiting their call. This person took the time to interview you out of their busy schedule. Please say the words “Thank You” in the email.

You are going against other candidates for positions, so you want to demonstrate why you are the best choice. Nothing is guaranteed. You may have a great interview and not get the job. But you never know what can happen next. Companies sometimes are so pleased with an interview that they might let you know that they have you in mind for another position. I have had this even happen with me. It is better to have a job than to not have a job. Overall, this experience will also allow you to succeed in future interviews because it gives you great practice. Best of luck!

Brandon Kish is an author and administrative assistant in an employment services program. With a background in public relations and communications, he is passionate about helping people achieve their goals and believes in the power of staying positive.

 

Co-Presidents Message

Happy February. 2026 has been a cold one, hasn’t it? But as we count down the days until this cold frost dissipates, let’s also take time to celebrate this month. February is Black History Month. It should be a time for both reflection and celebration. On the one hand, let’s celebrate the incredible black communicators and journalists we work with every day. Let’s also remember that the playing field was not equal for them, making their accomplishments even more impressive.

Let’s also take time to reflect on our own anti-racism journey. At CPRS Toronto, we have a strict anti-racism policy, but we ask our members to go beyond simply adhering to policies. We all have much to learn. This is a time to listen, to learn, to ask difficult questions about our own conscious and unconscious biases. And, as communications professionals, let’s take time to ensure that our work challenges those biases and promotes a more equal, fair and humane world.

As we move through this month, we encourage you to stay curious, stay connected, and keep leaning into the conversations that matter with your teams, your clients, and each other. We are grateful to be part of such a thoughtful and engaged community, and we look forward to what we will continue to learn together this year.

Warmly,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

CPRS Toronto: In conversation with Zandra Miljan

February is a great moment to pause and reflect on how the world of communications is evolving, from faster news cycles to higher expectations for trust and clarity. For this month’s In Conversation With blog series, we spoke with Zandra Miljan, Vice President at Crestview Strategy, about how the role of PR has expanded, what it takes to build trust under pressure, and why sound judgment remains at the heart of effective communications. With experience spanning journalism and strategic advising for leaders in high-stakes situations, Zandra brings a clear, disciplined perspective grounded in results, credibility, and long-term trust.

How has your role as a PR practitioner evolved in recent years?

My role has evolved from leading PR execution to owning how communications drives organizational outcomes.

Earlier in my career, I focused on the core disciplines of public relations: narrative development, media relations, and amplification across earned, owned, and paid channels. That foundation remains central to my work. What has changed is the context in which the work happens and the decisions it informs.

Today, I am accountable for ensuring communications is integrated into leadership decision-making from the outset. I advise executives on when to amplify, when to hold, and how to sequence communications so visibility strengthens credibility rather than undermining it. In an environment defined by constant scrutiny and compressed news cycles, amplification is not optional — but it must be deliberate, disciplined, and aligned with organizational readiness.

At this stage of my career, my role is to align strategic communications across operations, human resources, legal, and policy, and to build the frameworks that allow teams to execute consistently under pressure. That includes setting narrative direction, approving channel strategy, guiding spokespeople, and owning risk in high-stakes moments.

My background in journalism continues to shape this approach. It grounds my judgment in how stories actually move and how quickly momentum builds once a narrative takes hold. As a result, my focus is on ensuring PR is not just visible, but effective — protecting reputation, mobilizing stakeholders, and reinforcing trust over the long term.

What major shifts have you seen in the PR profession, and how are they shaping your work today?

Over the past two decades, public relations has been reshaped by technology, platform fragmentation, and the speed at which information now travels. News cycles have compressed from days to minutes, audiences are decentralized, and stories increasingly break and evolve in real time across digital channels rather than through traditional media alone. As a result, PR practitioners are expected to operate with greater fluency across platforms, stronger data awareness, and faster decision-making — often with incomplete information.

What has shifted more meaningfully, however, is how trust is built and lost. Audiences are more skeptical, less patient, and far more willing to challenge inconsistencies between what organizations say and what they do. Credibility is no longer earned through polished messaging alone, but through visible alignment between words, actions, and leadership behavior.

This has elevated the importance of coherence across the entire communications ecosystem. Internal communications now play a defining role in reputation, as employees are often the first audience, the most credible validators, and, increasingly, the most influential amplifiers. When internal understanding lags external messaging, gaps are exposed quickly and publicly. As a result, PR has become as much about alignment and clarity as it is about storytelling — ensuring organizations communicate in ways that are consistent, authentic, and defensible across every audience they serve.

Another defining shift is the emergence of Artificial Intelligence as both a tool and a risk factor. While AI has increased efficiency in monitoring, analysis, and content development, it has also heightened concerns around authenticity, misinformation, and credibility. This has reinforced the importance of human judgment, ethical standards, and disciplined voice in public relations.

Together, these shifts have made the profession more dynamic and more consequential, underscoring the importance of public relations and strategic communications in helping organizations navigate speed, scrutiny, and trust.

Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future?

The role of PR practitioners will continue to expand beyond communications delivery into judgment, integration, and leadership support — particularly as information environments become more complex and harder to navigate.

Advances in technology, including AI and automation, will further accelerate the pace of communications and increase efficiency across monitoring, analysis, and content development. At the same time, they will heighten expectations around accuracy, authenticity, and responsible use. This will place greater emphasis on human judgment — ensuring tools are used to inform decisions, not replace them, and that organizational voice remains clear, credible, and consistent.

Another defining change will be the continued convergence of internal and external communications. As employees, stakeholders, and the public increasingly experience information simultaneously, PR practitioners will need to ensure alignment across leadership decisions, culture, and messaging. The ability to integrate communications across functions — and to surface risk early — will become even more critical.

Finally, PR will continue to move further upstream. Practitioners will be expected not only to communicate decisions, but to help shape them by bringing stakeholder insight, foresight, and reputational awareness into leadership conversations earlier and more consistently.

Together, these trends point to a future where PR is defined less by volume and velocity, and more by clarity, coherence, and trust — reinforcing its role as an essential leadership function.

What is your biggest piece of advice for PR practitioners moving forward?

Invest as much in thoughtful and strategic judgment as you do in skills.

The tools, platforms, and tactics of public relations will continue to evolve, but sound judgment — knowing what matters, what doesn’t, and when to act — remains the most valuable asset a PR practitioner can develop. That judgment is built through curiosity, ethical grounding, and a willingness to understand the broader context in which communications live.

Equally important is the courage to be honest with clients and leaders. The most effective practitioners are not those who amplify the loudest, but those who can ask better questions, challenge assumptions, and help organizations communicate in ways that are credible, coherent, and aligned with their values.

As the profession continues to change, practitioners who pair technical fluency with integrity, restraint, and empathy will be best positioned to build trust — and to sustain it over time.

About CPRS Toronto’s In Conversation With blog series

Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.

If you would like to share your story or nominate a colleague, please contact us at communications@cprstoronto.com.

Language Barrier or Embrace the culture – A Guide for International Communicators to Express Yourself Better

By Lucy Luc

Every language carries a story. It holds memories, emotions, humour, and a way of seeing the world that cannot be fully translated. On International Mother Language Day, we are reminded that language is more than a communication tool. It is identity, culture, and voice.

For international communicators, language differences are often framed as barriers to overcome. Yet in reality, they can be bridges to deeper understanding when approached with curiosity and respect. The question is not whether accents, phrasing, or cultural habits should be hidden or corrected. The real question is how communicators can express themselves clearly while staying true to who they are.

This is not about changing yourself to sound like someone else. It is about sharpening your voice and embracing it.

Language Barriers Are Human Moments, Not Failures

In today’s global environment, it is normal to work, study, and build relationships with people who speak a different first language or come from a different cultural background. Misunderstandings happen. Awkward pauses happen. Clarifications are needed.

These moments are not signs of poor communication. They are signs of human interaction.

Strong communicators do not aim for perfection. They aim for connection.

Understanding this mindset is especially important for international communicators who may feel pressure to sound native, flawless, or culturally identical to the people around them. True clarity does not come from erasing difference. It comes from navigating difference with intention.

Find Your Voice Before You Adapt It

One of the most overlooked skills in cross cultural communication is self awareness. Before adjusting how you speak, it is essential to understand how you naturally communicate.

Your rhythm, tone, expressions, and storytelling style are shaped by your mother language. These elements are not weaknesses. They are strengths that add depth and personality to your message.

As a communicator, your goal is not to replace your voice but to refine it so others can understand it more easily.

This means choosing clarity without losing authenticity.

For Students Navigating Multicultural Learning Spaces

• Clarify expectations early: When working on group projects or presentations, openly discuss how your team prefers to communicate, give feedback, and make decisions. This prevents misunderstandings and builds trust.
• Use clarity over complexity: Choose words that are easy to understand rather than trying to sound “advanced.” Clear communication shows confidence and leadership, especially in academic settings.
• Ask and invite questions: If something feels unclear, asking for clarification is a strength, not a weakness. Encouraging others to do the same creates a supportive learning environment.
• Own your accent and language journey: Fluency grows with use. Your accent reflects experience, culture, and resilience. Focus on being understood, not on sounding like a native speaker.

For Professionals Working Across Cultures

• Prioritize understanding over perfection: In meetings, emails, and presentations, focus on delivering the core message clearly rather than using precise or polished language that may confuse others.
• Adapt your communication style, not your values: You do not need to change who you are to fit in. Adjust tone, pacing, and structure while staying authentic to your personality and professional identity.
• Be intentional with humour and idioms: Keep workplace communication inclusive by avoiding sarcasm or culturally specific expressions unless you are confident they will be understood.
• Confirm key information: For deadlines, locations, or deliverables, double-check understanding. A quick recap can prevent costly miscommunication.

As communicators, our goal is not to erase our differences but to use them as strengths. Language is not a barrier when approached with patience, awareness, and confidence. The more you practice expressing yourself clearly and authentically, the more your voice becomes a tool for connection rather than division.

On International Mother Language Day, remember:
You don’t need to change yourself to be understood. You need to sharpen your voice and embrace it.

Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.

PR Campaigns That Changed the Industry and How Did They Do that?

By Lucy Luc

 

Leadership in public relations is rarely about titles or hierarchy. It shows up in ideas that challenge norms, campaigns that spark conversation, and stories that linger long after a launch date. National Leadership Day is the perfect moment to reflect on how PR leadership has shaped the industry through campaigns that changed how brands communicate, connect, and influence culture.

What Leadership Looks Like in Public Relations

PR leadership is the ability to read the moment and respond with clarity and courage. It means understanding audiences deeply, taking creative risks, and aligning brand values with real world conversations.

From 1988 to 2025, the industry’s most successful leaders have proven that the strongest influence comes from authenticity, humor, and a deep understanding of the human experience. Here is how ten iconic campaigns led the way and changed the industry forever.

1. Nike: Just Do It

In 1988, Nike stopped selling sneakers and started selling empowerment. By featuring both elite athletes and everyday people, they led a movement toward inclusivity that transformed them from a shoe company into a lifestyle icon.

• The Result: Global sales soared from $877 million to $9.2 billion in just one decade.
• Leadership Lesson: Lead with a mindset, not a specification.

2. Pepsi: Is Pepsi OK?

Pepsi turned a “second-place” retail trope into a Super Bowl win. By using Steve Carell and Cardi B to mock the common restaurant question, they showed leadership through self-aware humor.

• The Result: Flipped a perceived brand weakness into a cultural “vibe.”
• Leadership Lesson: Tackle consumer skepticism head-on with transparency.

3. California Milk Processor Board: Got Milk?

This campaign proved that the best story isn’t about what you have, but what happens when you don’t. By focusing on the “deprivation” of missing milk during a snack, they made a staple product unforgettable.

• The Result: Created one of the most parodied and recognized taglines in history.
• Leadership Lesson: Find the universal pain point and provide the simple solution.

4. Dove: Real Beauty

Dove broke the industry mold by ditching professional models for real women. This was a masterclass in social leadership, challenging the beauty industry’s toxic standards and building a foundation of radical trust.

• The Result: Dove became a champion for self-esteem, massively increasing global brand loyalty.
• Leadership Lesson: Advocacy is the highest form of brand authority.

5. Old Spice: The Man Your Man Could Smell Like

Old Spice led the “viral era” by speaking to an audience brands often ignored: the women who buy the products for the men in their lives. The rapid-fire humor of Isaiah Mustafa made the brand relevant to a whole new generation.

• The Result: A 107 per cent increase in body wash sales within months of launch.
• Leadership Lesson: Don’t be afraid to change your “who” to grow your “how.”

6. Coca-Cola: Share a Coke

Coca-Cola proved that personalization is the ultimate driver of user-generated content. By putting names on bottles, they turned every customer into a brand ambassador.

• The Result: Millions of organic social media posts and a massive spike in sales volume.
• Leadership Lesson: Give the audience the tools to tell the story for you.

7. Snickers: You’re Not You When You’re Hungry

By aligning their product with a biological reality—”hangry” behavior—Snickers created a repeatable, global comedic framework that works in every language and culture.

• The Result: Consistent global growth and a permanent spot in the pop-culture lexicon.
• Leadership Lesson: Reliability and consistency are the hallmarks of great PR.

8. GoPro: User-Generated Content

GoPro didn’t hire a film crew; they hired their customers. By curating extreme-sports footage from real users, they built a community-driven brand that feels more like a club than a corporation.

• The Result: Established GoPro as the definitive “action camera” through peer-to-peer proof.
• Leadership Lesson: Authentic community beats polished production every time.

9. Apple: Get a Mac

Apple personified the competition to make complex technology feel approachable. By casting the Mac as the “cool, easy” choice, they led a shift in how the public perceives personal computing.

• The Result: Solidified Apple’s identity as the user-friendly alternative to the corporate status quo.
• Leadership Lesson: Humanize the benefit to eliminate the fear of the product.

10. Heineken: Worlds Apart

In an era of deep political polarization, Heineken led with empathy. By showing people with opposing views finding common ground over a beer, they positioned the brand as a tool for unity.

• The Result: Widespread critical acclaim and a massive lift in brand sentiment.
• Leadership Lesson: High-stakes social commentary requires high-level sincerity.

Learning Points From Campaigns That Changed PR

• Strong PR leadership begins with cultural awareness
• Emotion drives memorability
• Simplicity strengthens storytelling
• Inclusivity builds long term trust
• Audiences want to participate
• Purpose amplifies reach

Why These Campaigns Still Matter Today

The PR landscape is louder and more crowded than ever. Yet these campaigns remain relevant because they respected their audiences. They did not talk at people. They invited people in.

Leadership in PR means knowing when to challenge assumptions and when to listen. It means crafting messages that align with lived experiences rather than marketing formulas.

For students, early career professionals, and seasoned communicators alike, these campaigns offer a reminder that influence is built through intention. Impact comes from clarity of vision and confidence in execution.

Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.

How PR communicate message to Canadian family dynamite

By Lucy Luc

 

Family Day is a moment many Canadians associate with rest, togetherness, and small everyday rituals. For public relations professionals, it is also a reminder that family remains one of the strongest forces shaping how people receive and interpret messages.

Why Family Insight Is Essential for PR Strategy

Every press release, social campaign, and brand activation lands within a deeply personal context. For the vast majority of Canadians, that context is shaped at home. Family dynamics influence everything from core values and spending priorities to how an individual emotionally reacts to a news cycle.

1. The Power of the “Home Filter”

When a message resonates with a family’s lived reality, it gains immediate credibility. PR campaigns that acknowledge the “shared effort” of modern life (the juggling of schedules, the multi-generational households, and the non-traditional structures) feel familiar and trustworthy.

2. The Risk of the “Perfect Image”

Conversely, campaigns that rely on “commercial-perfect” imagery, the sanitized, four-person nuclear family in a spotless home, risk feeling disconnected or even alienating. In a landscape where authenticity is the highest currency, perfection is often perceived as a lack of honesty.

3. A Moment to Reexamine

Family Day invites communicators to pause and look closer. It is an opportunity to reexamine who Canadian families actually are today. By reflecting these true lived experiences, PR professionals can move beyond merely “sending a message” and instead start a meaningful conversation.

What Canadian Family Life Looks Like Today

Recent research from Statistics Canada and the Vanier Institute highlights clear shifts in how families are structured and how they function. These trends are not abstract. They directly affect how audiences relate to brands, organizations, and public messages.

• Commitment Over Contracts: Canadians are choosing partnership over legal marriage, with common-law families more than doubling from 9.8 per cent to 22.7 per cent since 1991, while marriage rates fell by nearly 10 per cent.
• The Rise of Solo Fathers: While one-parent households have increased to 16.4 per cent, the gender dynamic is shifting as solo fathers now represent nearly 23 per cent of these families, up from 17 per cent three decades ago.
• The Return of the Multigenerational Home: Driven by economic necessity and cultural shifts, multigenerational living is Canada’s fastest-growing household type (up 45 per cent), with nearly half of all young adults (45.8 per cent) now living with their parents.

These facts serve as your “evidence” that there is no longer a single Canadian family story.

How Family Dynamics Shape Communication: Moving from Passive Recipients to Active Interpreters

Families do not just “receive” information; they process it through a collective lens. Households operate as shared decision-making spaces where messages are discussed, questioned, and remembered together. Research into family life shows that PR campaigns are rarely viewed in isolation; instead, they are filtered through “home-grown” values and critical conversations.

• The Household as a Filter: Parents often act as active interpreters of messaging rather than passive recipients, mediating media exposure and helping children decode persuasive intent.
• Collective Decision-Making: From purchasing choices to attitudes toward social issues, family conversations are the primary forge for brand perception and public narratives.
• The Rise of Media Literacy: As families become more aware of how media influences expectations and behavior, they are increasingly likely to discuss and question advertising content as a unit.
• The PR Responsibility: For professionals, this reinforces that oversimplified or “commercial-perfect” narratives rarely hold up in real household discussions. Messaging must respect a family’s intelligence and diversity to avoid creating friction or mistrust.

Family Day as a Moment for Authentic Storytelling

Family Day works best as a storytelling moment when campaigns focus on connection rather than perfection. Canadian families value recognition of real life experiences more than idealized images.

1. Tim Hortons: “True Stories” & “Come as You Are”

Tim Hortons has perfected the art of the “Quiet Observation.” Rather than showing high-energy family parties, they focus on the small, repetitive rituals that define Canadian family life.

• The Strategy: Their “True Stories” series uses real-life customer experiences rather than scripted actors. One notable segment featured a family’s daily visit to a drive-thru as their only moment of “normalcy” while navigating a health crisis.
• Family Day Application: During pandemic-era Family Days, their “Come as You Are” campaign showcased the unpolished reality of home life: DIY haircuts, pajamas, and messy living rooms. It worked because it didn’t ask families to “do” anything except exist together.
• The Authentic Key: It highlights emotional closeness through the lens of shared routine rather than a special event.
• Source: ICS Creative Agency Case Study / Zulu Alpha Kilo.

2. President’s Choice: “Real Mornings”

Loblaws/President’s Choice shifted their storytelling from the “perfect dinner table” to the chaotic morning rush, which resonates deeply with the exhaustion many parents feel.

• The Strategy: The “Real Mornings” campaign for PC Children’s Charity abandoned professional narration and scripts. Instead, crews filmed the actual morning routines of families with mobility-challenged children and those benefiting from nutrition programs.
• The Storytelling Shift: It moved from idealized nutrition to essential support. It showed the “shared effort” of a family just trying to get out the door.
• Why it Resonates: It acknowledges that family life is often a series of hurdles handled together, making the brand feel like a partner rather than just a vendor.
• Source: Storymasters Case Study

3. IKEA Canada: “Bring Home to Life”

IKEA’s Canadian campaigns often focus on how a home adapts to the family, not the other way around.

• The Strategy: Their storytelling focuses on “unfiltered beauty” and “quiet confidence.” Instead of fast-paced montages, they use long, observational shots of everyday moments—like a family clearing clutter together or a “weeknight dinner with a weekend vibe.”
• Inclusion via Observation: By showing specific, lived-in spaces (a small condo, a multi-generational household), they allow people to see themselves without the brand needing to “define” what a family is.
• The Authentic Key: It highlights shared effort (cleaning, organizing, cooking) as the primary way families bond.
• Source: IKEA Canada Campaign

4. WestJet: “Holiday Heroes”

While often associated with Christmas, WestJet’s storytelling framework is the gold standard for Canadian “Connection” marketing.

• The Strategy: Their “Connecting Holiday Heroes” campaign focused on people who work during family holidays (healthcare workers, travel staff) to ensure others can be together.
• The Pivot: For Family Day, this narrative works by shifting the focus from the “nuclear family at home” to the “support network.” It recognizes that family isn’t just who you live with, but who you work for and who supports you from afar.
• The Authentic Key: It captures genuine, unscripted emotional reactions that feel earned, not manufactured.
• Source: MOO / WestJet Case Study

Practical Learning Takeaways for PR Professionals

• Family diversity is now the norm in Canada
• Assumptions about household structure weaken message relevance
• Family conversations influence brand perception
• Ethical and inclusive messaging builds long term trust
• Research driven storytelling strengthens authenticity

Family Day is a reminder that strong communication starts with understanding. As Canadian families continue to change, PR strategies must evolve alongside them.

Listening to data, social research, and lived experiences allows communicators to create messages that feel grounded and human. When PR reflects reality, it earns attention and trust.

Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.

Beyond Visibility: The Role of Communications in Advancing Black Voices

By Anmol Harjani

Black History Month offers an important opportunity to reflect on how communication shapes representation, understanding, and public discourse. While visibility has increased across many platforms, representation alone does not guarantee progress. For communications professionals, the responsibility lies in moving beyond moments of recognition toward sustained, thoughtful engagement.

In Canada’s diverse and multicultural context, storytelling carries significant influence. The way narratives are framed, whose voices are amplified, and how consistently representation is maintained directly impact public trust. Communications that centre Black voices only during observance months risk appearing performative, while year-round commitment signals authenticity and respect. Audiences are increasingly aware of this distinction.

Advancing Black voices requires more than amplification. It calls for partnership, listening, and accountability. Organisations that have built credibility in this space often collaborate closely with communities, ensuring stories are told with accuracy, agency, and respect. This approach recognises that representation is not about speaking on behalf of others, but about creating space for voices to be heard directly.

Communications professionals also influence internal culture through storytelling. Inclusive narratives shape organisational values, inform decision-making, and strengthen long-term strategy. When representation is embedded into everyday communication practices, it contributes to more informed, respectful public dialogue. In Canada, where audiences place high value on inclusivity and social responsibility, this approach is foundational to trust.

Black History Month should serve as a point of reflection, not the endpoint of action. The role of communicators extends beyond calendar moments toward building systems, relationships, and narratives that endure throughout the year. When storytelling is approached with consistency and care, it strengthens credibility and supports more equitable representation.

Key learnings for communications professionals

• Embed representation into year-round communication strategies
• Centre lived experience rather than assumptions or symbolism
• Avoid performative storytelling tied only to observance dates
• Build long-term relationships with communities and contributors
• Hold communication practices accountable for their real-world impact.

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

 

National Storytelling Week: Why Storytelling Still Shapes Trust in Communications

By Anmol Harjani

Storytelling has always been central to communication, but the way audiences engage with stories has evolved significantly. Today, audiences are more informed, more sceptical, and far less receptive to narratives that feel exaggerated or disconnected from reality. In this environment, storytelling is no longer just a creative exercise. It has become a credibility tool that shapes how organisations are perceived, trusted, and remembered.

In communications, stories play a crucial role in translating complexity into meaning. They provide context, humanise organisations, and help audiences understand not just what is being communicated, but why it matters. However, when stories are shared without intention or accountability, they risk undermining trust rather than strengthening it. In the Canadian communications landscape, audiences tend to respond more positively to narratives that prioritise authenticity over spectacle and consistency over virality.

Many communicators see this reflected in practice. Organisations that openly acknowledge challenges, share progress transparently, and centre real voices often build stronger relationships with their audiences. Conversely, campaigns that rely heavily on polished storytelling without substance may achieve short-term attention but struggle to sustain credibility. The distinction lies not in how compelling the story appears, but in how closely it reflects lived experience and organisational values.

Storytelling becomes especially important during periods of uncertainty or change. Whether communicating through a crisis, organisational shift, or evolving public expectations, stories offer continuity. They help audiences make sense of change by connecting individual messages to a broader narrative. In Canada, where trust in institutions is closely linked to transparency and accountability, storytelling that embraces nuance and avoids oversimplification often resonates more deeply.

For communications professionals, the challenge is not identifying stories to tell, but deciding which stories deserve attention and how they should be framed. Responsible storytelling requires restraint and reflection. It asks communicators to consider whose voices are being amplified, what perspectives may be missing, and how the story will land beyond the immediate moment. When approached thoughtfully, storytelling strengthens long-term trust rather than chasing short-lived attention.

Key learnings for communications professionals

• Anchor stories in verified context and lived experience
• Prioritise clarity and honesty over drama or exaggeration
• Ensure narratives align with long-term organisational values
• Revisit stories regularly to maintain relevance and accuracy
• Treat storytelling as an ongoing responsibility, not a one-time campaign

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.

Publicity for Profit: When Visibility Becomes Strategic Value

By Anmol Harjani

Publicity has traditionally been associated with visibility, reach, and media coverage, but these measures alone no longer define success. In an environment where attention is easy to capture and difficult to sustain, publicity without purpose can dilute credibility rather than enhance it. For communications professionals, the real value of publicity lies in its ability to support reputation, trust, and long-term relationships.

In the Canadian communications market, audiences often respond more favourably to restraint than excess. Organisations that are selective about when and how they seek attention are frequently perceived as more credible. Publicity that aligns with organisational goals, audience expectations, and ethical considerations tends to be far more effective than visibility pursued for its own sake. This approach recognises that not every opportunity warrants exposure and that discernment can strengthen reputation.

Examples of effective publicity often share common characteristics. Organisations that communicate progress honestly, provide meaningful context, and engage thoughtfully with media are more likely to earn sustained credibility. In contrast, publicity driven by exaggerated claims or loosely connected narratives may generate immediate awareness but often struggles to build trust. Canadian audiences, in particular, value transparency and are quick to question messaging that feels misaligned with reality.

Publicity also influences internal culture. When teams focus on purposeful communication rather than constant exposure, it reinforces strategic thinking and accountability. Communicators are encouraged to assess how each message contributes to a broader narrative rather than reacting to every opportunity for attention. This mindset shifts publicity from a tactical output to a strategic asset.

Ultimately, publicity creates value when it reinforces trust. Trust is built through consistency, relevance, and honesty. When publicity supports these principles, it strengthens reputation and fosters loyalty that endures scrutiny. When it does not, it risks becoming noise that audiences quickly disengage from.

Key learnings for communications professionals

• Evaluate publicity opportunities through a long-term reputation lens
• Focus on relevance and alignment rather than volume of coverage
• Measure success beyond impressions and short-term metrics
• Ensure publicity reflects organisational values and audience needs
• Treat trust as the primary return on investment

Anmol Harjani is a Client Servicing Manager working with a remote company and a recent graduate of York University’s Public Relations and Communications program. She is especially interested in strategic communications, social media behaviour, and how PR practitioners adapt within a rapidly evolving digital landscape. She currently serves as the Communications Co-Chair on the CPRS Toronto Board.