NEW PERSPECTIVES

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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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President’s message: The rhythm of December
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The 13th hole on our PR course is a short par 3, no real trouble, you just have to execute all that you have learned in a smooth, rhythmic motion. Swing confidently and you will be successful in landing your ball on the green and having a real chance at birdie.  It’s a very important hole because, although it is a short one, performing well allows you to get a good score and get ahead of the game.

Isn’t December just like that? Short, but requiring confidence and smooth, rhythmic execution? Both in my professional work as a corporate communicator in the retail arena and in my personal life trying to squeeze all the pre-holiday activity into the first three weeks of the month, December is very short, when you consider it to be just those pre-holiday weeks. So, it really is a time for me to take all that I have learned and focus on execution.

In my retail world, the communication required by my team and me are critical to make the biggest month of the year successful. We just need to “do” and rely on the expectation that all we have learned will guide us to create and conduct effective communication plans and help drive customers into the store, to the catalogue and onto our shopping website.

Personally, it’s about taking the few free moments I have from my busy work life and efficiently working my way through the list of presents I’ve selected to buy, the get-togethers I’ve chosen to host and the house I’ve elected to decorate for the holidays.

I hope that the varied professional development and educational opportunities provided by CPRS Toronto for both students and new and experienced practitioners over 2012 have allowed you to perform to the high level you expect of yourself in whatever communication and public relations activity you have set yourself.

We have much more in store come the new year. Be sure to check out CPRSToronto.com for the latest opportunities to learn and develop, including two national webinars, a networking lunch with Terry Fallis, author of The Best Laid Plans, The High Road and Up and Down on January 15, and an update with Daniel Tisch, APR, FCPRS, Chair, Global Alliance for Public Relations & Communication Management on February 26.

I am pleased to announce that Ian Ross, APR was elected to the Board of Directors as chair of sponsorship in November, following Laurie Smith’s decision to step down. I am grateful to Laurie for the time and dedication she provided to the board during her time as sponsorship chair and ACE chair before that. Ian has broad CPRS Board experience, having served in various positions in the past, including sponsorships as well as president. I am excited to have him in this very special portfolio and look forward to his contribution moving forward.

ACE Awards time is here again!  Be sure to get your submissions in for recognition at the April 24 gala.  If you are able to take advantage of the early bird deadline of Wednesday, January 9, so much the better!  There’s no time like the present.

Have a great holiday season and I wish you and your families health and success as we head into 2013!

Vincent Power, APR

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Call for submissions for CPRS Toronto 2013 ACE Awards
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By: Natasha Nitsopoulos

ATTENTION PR mavens!

Would you like to be the star of the hottest PR event of the year, while gaining industry recognition, raising your organization’s profile and being noticed by Toronto’s top public relations gurus?

Well, this is your chance to ‘shine bright like a diamond’ (as Rihanna would say) with a 2013 CPRS ACE Award!

Every year, CPRS Toronto recognizes communications excellence in public relations with the ACE Awards. Winning an Award is a great way to give you and your company a competitive edge in the industry and strengthen your strategic planning skills. Not to mention, you’ll be able to celebrate your success with all of your peers and colleagues at the chicest PR event in Toronto!

More information on eligibility, submission requirements and campaign entry categories is available on the CPRS Toronto website. So if this sounds like the opportunity you have been waiting for, then get ready to submit your campaign!

Save the date! Make sure you clear your schedules for this premier event that you don’t want to miss. The Gala will be held on April 24. More details to come.

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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CPRS Toronto members support Dress for Success Toronto
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Sadies Profile Picture

By Sadie Wolfe, CPRS Hamilton student member, Mohawk College

 

 

 

 

 

 

 

On Tuesday December 4th CPRS Toronto Members were invited for an Exclusive Shopping and Networking event hosted at Tique on Yonge Street.  Women of varying ages and styles showed up to enjoy retail goods accompanied by red wine, bubbles, and shopping advice from Jones New York stylists.

CPRS Members were encouraged to invite their friends and together we enjoyed browsing, which led to discovering and trying on the latest fashions, which led to further discovery.  Who can blame us? We enjoyed a 60% off discount that evening plus anything that was previously on sale was buy one get one free – they were practically giving clothing away!

Speaking of giving away clothes, the event invitation suggested participants bring new and gently used professional clothing for the Dress for Success Toronto charity that Tique proudly supports.  The mission of Dress for Success Toronto is “to promote the economic independence of disadvantaged women by providing professional attire, a network of support, and career development tools to help women thrive in work and in life.”  This CPRS Toronto event not only served as a networking opportunity, but also as a way to proactively revive our wardrobes by sharing the old and strategically buying some new key pieces.

The warm fuzzy feeling of giving to a good cause was doubled by an added holiday bonus! Attendees were invited to give their business cards to a draw for the potential to win 1 of 3 prizes.  The first two were gift bags filled with lovely goodies and the third was exclusive to those who donated goods to the Dress for Success drive: a $200 shopping spree at Tique and the guidance of a personal shopper for the day of spending.

I would like to thank the wonderful Tique staff members with special acknowledgement to Sandra Steward, store manager and impromptu model extraordinaire! I would also like to recognize Tique’s vivacious personal stylist Shealah for her tireless efforts in helping me tie a stylish bow, her informative and professional Seasonal Dressing Trends and How to Build a Wardrobe on a Budget presentations, and continuous help and tips during the event.

Promoting Dress for Success Toronto while showcasing the latest fashions from Jones New York was done in style. I look forward to attending future CPRS Toronto Networking events in the New Year.

For more information about Dress for Success Toronto, visit dressforsuccess.org

   

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Helping new practitioners transition to work
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If you are entering the public relations and communications job market, you may want the think again about the value of membership in your professional society.

It can be helpful to be matched with a professional mentor during this transition, for example. Networking with professional members can help you tap into the hidden job market. Participation in your professional association can also help to differentiate you as a job candidate.

CPRS helps students, new grads and new practitioners transition to work. We’re here to help.

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Heard about the member benefit that pays?
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Our member referral program pays $100 for new Full members that join CPRS Toronto on the strength of recommendations from members like you.

Here’s how it works:

Tell a colleague about how CPRS membership has helped you professionally and suggest that they check out the benefits of belonging.

If you are named on this application form as our referring member, you’ll be informed by the CPRS National office that you’ve earned a $100 credit, as soon as the new Full member is confirmed, up to a maximum of $800 per year.

Need to know more? Drop us a line.

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Calling all practitioners – Bright and motivated GTA students need you!
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CPRS Toronto is in search of mentors to participate in this year’s mentorship program. The CPRS Toronto Mentorship program pairs students or junior-level practitioners with senior public relations professionals. As part the of the mentorship program, participants will build mutually beneficial professional relationships throughout the year.

While each relationship will be different, mentors and protégés are expected to be in contact by e-mail, phone or in person, at least once a month during the program’s duration to share information, attend CPRS events, get to know each other and have fun.

If you are interested in being a mentor please contact AJ Goodman at aj.goodman@fticonsulting.com to learn more. Application forms are also available online.

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A new global mandate for the public relations profession
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At the recent World Public Relations Forum in Melbourne, Australia, public relations leaders from 29 countries identified three emerging areas of value for public relations and have issued a new ‘mandate’ for the profession.

The Melbourne Mandate speaks to the role of public relations in defining organizational character, building a culture of listening and engagement, and instilling responsibility in organizations and individuals.

Are you practising to the full scope of the mandate? Can the mandate be used to guide your professional development, enhance your practice, or inform your clients?

To help CPRS Toronto members grapple with these and other professional ideals, we’ll be bringing you the idea guy behind the Melbourne Mandate in the New Year.

Watch this space for details of our February professional development event with Daniel Tisch, APR, FCPRS, Chair of the Global Alliance for Public Relations and Communication Management. You can also read Daniel’s reflections on the release of the mandate.

Is the Melbourne Mandate relevant to your practice? 

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Dumb ways to die viral video
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Melbourne Metro Trains launched a video titled “Dumb ways to die” that is gaining a lot of attention for its PR approach in promoting safety.

What do you think? The video has almost 26 million views on YouTube.

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