NEW PERSPECTIVES

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Early Bird Submissions Reminder for CPRS Toronto 2012 ACE Awards
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The New Year may have only just begun, but time is already running out to get your CPRS Toronto 2012 ACE Awards submission in before the early bird deadline! Submit your entry by January 13, 2012 to qualify for a special discounted rate.

Are you thinking you won’t be able to enter in time? Don’t fret; you could be on your way to ACE in just two easy steps!

Simply enter an executive summary of your project and payment electronically through the online entry form.

Once a team of experienced communicators have reviewed the applications, those who have been short-listed will be asked to submit a full entry.

Winning an ACE Award will earn you industry recognition, raise your organization’s profile, get your work known by Toronto’s public relations community and will allow you to celebrate your work with colleagues and friends at the CPRS Toronto ACE Awards Gala – the hottest PR event in town!

Don’t hesitate, get started on your entry today! And be sure to save the date for this year’s gala on Thursday, April 26, 2012!

For more information on eligibility, campaign entry categories, submission requirements and deadlines, click here to download the ACE Awards 2012 Entry Guidelines Package.

Questions? Contact us at ace@cprstoronto.com or Tweet your questions to @CPRSToronto

Important Dates and Deadlines:

Early Bird Entries Deadline: January 13, 2012

Entries Deadline: January 26, 2012

Leadership Awards Deadline: February 24, 2012

Early Bird Entry Fee (received on or before Friday, January 13, 2012, 5:00 pm EST)

  • $75 CPRS Member
  • $100 Non-Member
  • $25 CPRS Student Member
  • $35 Student Non-Member

Entry Fee (received after January 13, 2012, on or before Thursday, January 26, 2012, 5:00 pm EST)

  • $100 CPRS Member
  • $120 Non-Member
  • $25 CPRS Student Member
  • $35 Student Non-Member

Please note that payment is only accepted via credit card through the online entry form.

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Secret to Argyle Communications’ ACE Success
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Kelly BaitaBy Kelly Baita

What is it that sets any PR firm apart from the pack? Is it size? Client base? Years in the business? According to Daniel Tisch, president of Argyle Communications, it’s about setting high standards and treating people well.

This philosophy has contributed to Argyle’s success and multiple CPRS ACE Awards, including an impressive six ACE trophies in 2011 alone.

A method for success

If you think there is a method to this level of achievement, you’re right. For Argyle, it’s about being meticulously selective in the submission process. During awards season, Dan and his team look for the best campaigns in each of their four areas of practice: consumer marketing, corporate communications, health and wellness and public affairs. Deciding on the right projects to submit is a process, and Argyle seems to get it just right.  “Last year we entered seven campaigns in total,” says Dan. “Six of them won ACE awards.” This has been a continued trend with Argyle; in 2010 the company had its proudest ACE moment, winning PR Campaign of the Year for Peanuts in Crisis.

Winning more than trophies

After more than 30 years in business, Argyle continues to strive for greatness with CPRS. “What others say about you is most important,” says Dan. “Being recognized by your peers is the highest of honours.”

So has this continued recognition contributed to the company’s business? Looks like it. Ask any employee at Argyle, and they’ll express 100 per cent confidence in the agency’s reputation. Everyone on the Argyle team is proud to be there, especially as their work is celebrated by CPRS year after year. Beyond celebration and validation, winning multiple ACE Awards “helps us to tell our stories,” explains Dan. Each new award contributes to Argyle’s visibility within the industry.

Last year, Argyle even participated in our ACE WebN’R to share the Peanuts in Crisis case and award entry with other PR professionals. How better to show your expertise than that?

Looking ahead

Dan plans to submit to the ACE Awards again this year, with the same high standards as always. You’ll be likely to find the Argyle team at the 2012 gala on April 26.

Words of wisdom

If you’re new to the ACE Awards, take some advice straight from Daniel Tisch himself. To decide on which campaigns to enter, he suggests you:

  1. Consider your best campaigns.
  2. Consider the extent to which those campaigns are measurable.

If your results align with your set objectives, then go ahead and submit it!

The Early Bird entry deadline is January 13, 2012.

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December 2011 PD: An Evening with Movember’s PR Strategist
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By Rua Wani @ruawani

Members can view an archived webinar of this December 12, 2011 presentation (length 24:29) by Matt Matheson, Communications and PR Manager, Movember Canada and Terry Foster, President, Cision Canada in the members’ only blog.

Matt Matheson @mattyipa, Communications and PR Manager of Movember Canada spoke at the CPRS Toronto December PD session about the organization’s success story. Movember Canada has seen rapid growth, going from 2,000 Mobros and Mosistas in the launch year of 2007, to 19,000 in 2010.

Matt outlined the organization’s tactics behind its two main communications strategies: in-house public relations and media relations.

In-house public relations

  1. Hand over the brand and provide all the collateral so individuals can create their own Movember experience. Movember logos and posters can be downloaded from movember.com.
  2. Give them their own webpage (known as their ‘mospace’), which basically functions as an online social network. This website is the primary fundraising tool.
  3. Make it easy and provide various opportunities to connect. Multiple forms of social media are used including Facebook Connect. People can also share pre-written tweets and Facebook posts/emails.

Media relations

  1. Pitch stories directly to media and work directly with them on these.
  2. Work with Mobros and Mosistas to get in touch with news media to share their own stories.
  3. Make the most of organic media coverage generated by passionate Mobros and Mosistas who make contact directly with media.

Terry Foster @Terry_Foster, President of Cision Canada, then spoke about  how Movember Canada effectively manages the three different types of media.

  1. Paid: Media paid for by Movember, such as advertising and product placements.
  2. Owned: Media controlled by Movember, such as their website, blog, and Twitter account.
  3. Earned: Media coverage generated through word-of-mouth or through the media relations program.

The informative evening celebrated the success of one of Canada’s fastest-growing grassroots movements and highlighted the importance of men’s health.

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Call for Student Submissions for CPRS Toronto 2012 ACE Awards
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 By Nicole Laoutaris

Are you thinking, “How am I going to make a big splash in PR after school is over?”

Answer: submit your campaign or project for a CPRS Toronto 2012 ACE Award!

The CPRS Toronto ACE Awards were created to recognize communications excellence in the practice of public relations. Winning an Award will not only help you earn industry recognition, strengthen your strategic communications skills, and have your work known by Toronto’s public relations community, but you will be able to celebrate your work with colleagues and friends at the hottest PR event in town!

Students who are enrolled in a full-time public relations or communications program are invited to submit their campaigns and projects for the Toronto CPRS 2012 ACE Awards. Note, students do not have to be CPRS members to be eligible to submit an entry.

How do I enter?

In one easy step, you could be on your way to ACE…

All you have to do is submit an executive summary and rationale of your project electronically through the online entry form on the CPRS Toronto website by January 26, 2012. Early bird entries save $10 when submitted by January 13, 2012!

Then, a team of experienced communicators will review the applications and select which submissions will move forward. All submissions are judged and returned with valuable feedback and suggestions made to help you learn and improve your skills.

That’s it!

Save the date!

This year’s gala event will be held on April 26, 2012 at the newly renovated – and stunning – Bram and Bluma Appel Salon, located on the second floor of the Toronto Reference Library. Stay tuned for more details.

Important Dates and Deadlines:

Early Bird Entry Deadline: January 13, 2012
Entry Deadline: January 26, 2012
*Students entries are only judged on the first step of the entry application process, the executive summary and rationale
Gala: April 26, 2012

On behalf of CPRS Toronto and the ACE Awards team, we ask you take this opportunity to submit your best work for evaluation, and we hope to see you at the Gala this Spring!

Questions? Contact us at ace@cprstoronto.com, or Tweet your questions to @CPRSToronto

 

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CPRS Toronto ACE Awards: What’s in it for me?
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By Nicole Laoutaris

Each spring, the crème de la crème of Toronto’s public relations community gather to recognize and celebrate the best, brightest and most promising in the industry.

The CPRS Toronto 2012 ACE Awards are just around the corner, and the time has come to dig in your heels and submit your very best work for evaluation. This year’s gala event will be held on April 26, 2012 at the newly renovated Bram and Bluma Appel Salon, on the second floor of the Toronto Reference Library. Stay tuned for more details!

The ACE Awards were created to recognize communications excellence in the practice of public relations. All CPRS members and associates, full-time public relations and marketing professionals in the Greater Toronto Area, and students who are enrolled in a full-time public relations or communications program are eligible to enter.

How do I enter?

In just two easy steps, you could be on your way to ACE.

First, enter an executive summary of your project electronically through the online entry form on the CPRS Toronto website by January 26, 2012.

Once a team of experienced communicators have reviewed the applications, those who have been short-listed will be asked to submit a full entry.

That’s it!

Note that students are only required to submit the first stage of submission, an executive summary and rationale for their campaign.

What’s in it for me?

Winning an ACE Award will earn you industry recognition, will strengthen your strategic communication skills and will get your work known by Toronto’s public relations community. Beyond that, you will have the opportunity to celebrate your success with your friends and colleagues at the hottest PR event in town!

What if I’m not short-listed?

You still benefit from the submission process, even if you are not selected for the next stage of application. All those who are not short-listed will still receive valuable feedback and suggestions for improvement.

So don’t hesitate! Get started on your entry today! And be sure to save the date for this year’s gala on Thursday, April 26, 2012!

For more information on eligibility, campaign entry categories, submission requirements and deadlines, click here to download the ACE Awards 2012 Entry Guidelines Package.

Questions? Contact us at ace@cprstoronto.com or Tweet your questions to @CPRSToronto

We hope to see you all at the gala this year!

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Four tips for aspiring PR practitioners
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By Gloria Lopez – Gil

Student members participated in Passport to PR on November 15, 2011. The event is a half day tour that gives behind-the-scenes access to some of Toronto’s top PR practitioners. 

As a student, it becomes a big concern as to what exactly our soon to be career actually intakes. Having the opportunity to visit Citizen Optimum, Toronto Board of Trade, and National allowed a glimpse into the reality of PR life. Advice given from practitioners working in the industry, being able to distinguish ways in which future practitioners are able to be successful.

Tips to be successful:

Nina Kalos and Stephanie Nadalin from Citizen Optimum

1. Network
If there is one thing to note about working in the PR industry, is the sole fact to network with as many people as you can. Get to know the people working in public relations. Working in public relations is a field in which many candidates are striving to make it to the top. It is important to maintain relationships amongst practitioners whom you may meet.

Nina Kalos from Citizen Optimum suggests students to “find a mentor”. Take advantage of mentorship programs, like the one that CPRS offers. Mentors are able to provide full insight on their experiences that they have come across while working in the industry.

2. Keep it all
It is that simple –keep it all, all the work that you have done keep it. Why forget about a piece of work that you have spent your time on? Scott Brownrigg, from Toronto Board of Trade made the point clear that it is vital to keep what you have worked on.

Having a portfolio prepared of your previous work only shows future employers that you are committed to your career. With a portfolio of all your work you are able to always look back to reference something that you may have forgotten about. Also collect any comments or recognition letters that you may have received.

Elisabeth Mozel-Jury and Stephen Ledgley from National

3. Refine your writing skills
It is essential to have strong writing skills is in the PR industry. The English language seems simple, but it has its hidden complexities. Elisabeth Mozel-Jury and Stephen Ledgley, from National both had the same advice to students. Their advice that they have for students is to continuously work on writing.

Writing is a tool in which technology will never be able to replace. Constantly working on your writing will only prepare future practitioners for the reality of life. In careers, like PR, having to write a test as a requirement during an interview should come as no surprise. (Editor’s note: If you’re a member interested in writing for the CPRS Toronto New Perspectives blog, send us a note.)

Matthew Kofsky and Scott Brownrigg from Toronto Board of Trade

4. Choose your agency
The agencies are not out looking for you, as a PR practitioner it is your responsibility to choose the agency in which you feel is best suited for you. Stephanie Nadalin, from Citizen Optimum suggests students to “be choosey.” Ask questions when looking into PR agencies, as in what will your tasks be for a standard day.

Matthew Kofsky, from Toronto Board of Trade also advises students who are looking into internships to “make sure you enjoy it.” Make sure that the internship or the selected agency is the one fit for you. Research and educate yourself about the agency before stepping foot inside the front door.

So what are your tips for students studying public relations? Speaking on behalf of students, we’d love to hear from you. Fee free to post below.

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October 2011 PD: Social Media Reality Check
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By Cora Timofte @Cora_T

Members can view an archived webinar of this October 27, 2011 presentation (length 37:20) by David Scholz, Executive Vice President, Leger Marketing and Carolyn McGill, President and CEO, CNW Group in the members’ only blog.

Social media is the new normal, according to results from the Social Media Reality Check 2011, a unique study that looks at professional communicators’ use of social media in comparison to consumer opinions and the influence social media has on purchasing behaviour.

The study was first conducted in 2009 and reproduced twice in 2011. The results of all three sessions were contrasted and presented to an audience of communication practitioners, during the last CPRS professional development session, held on October 27, 2011.

A total of 590 communication professionals and over 1000 Canadian consumers were surveyed. According to Statistics Canada, 77 per cent of Canadians are online (connected to the Internet), with results of the survey indicating that 69 per cent of online Canadians use social media.

Social media tools and usage

The most popular social media websites among professionals and average consumers alike are Facebook and Twitter, followed by YouTube and Google Plus. Most people use social media at least once a day or more, but the reasons for use are different in professionals versus the general public.

Professional communicators use social media to find out news and information, share knowledge and ideas, keep updated with industry news and monitor talk about their organization.

A surprising finding indicates that only 40 per cent of practitioners use social media outlets to monitor their competitors or engage with journalists and bloggers. This is an area of downfall and in need of immediate update, according to David Scholz (@dave_scholz), VP at Leger Marketing – the company responsible for conducting the Social Media Reality Check 2011.

The majority of consumers use social media very differently compared to professionals, namely to keep in touch with friends and family, for entertainment purposes and to read about specific topics of interest.

Even though the study discovered a significant number of Canadians using social media to research information about various products and services, the majority of consumers don’t let this information affect their major purchasing decisions.

According to survey results, both communications professionals and consumers believe that social media can help shape opinions because people tend to generally trust information presented through social media channels more than information presented through advertising (46 per cent).

Social media in corporate communications

Carolyn McGill (@CarolynDavidson) President and CEO of the CNW Group, pointed out that with increased consumer demand for social media presence, senior management teams at most organizations are becoming increasingly supportive of online communication channels.

Most corporations still lack a proper budget for social media activities, but almost half of communications professionals surveyed expect an improvement in that area by next year.

The tools most commonly used by communications professionals, as reflected by survey results, include Twitter, blogs and multimedia elements.

More than half the number of Canadian organizations have at least one Twitter account, used to promote product launches and events, engage stakeholders and provide customer service assistance.

Blogs are becoming more influential and are recognized by communicators as an opportunity for opinion shaping, as a result of their seemingly unbiased structure.

Multimedia, as a communications tool, has seen increasing demand from consumers and the media, to increase visual interest, enable sharing and increase viewership.

Social media communication has increased from 2009 to 2011 in the professional and consumer sectors, with users discovering new ways to apply it.

Contrary to what most communicators believe, extensive social media exposure does not guarantee loyalty or a good reputation among stakeholders. Survey results show that consumers realize social media is just another communication vehicle and what they expect from organizations and professional communicators is more than just an online appearance.

Photos provided by CP Images

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Your guide to Google+
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By Joanna Nicholson @joannanicholson

After a three-month field trial period, Google+, the Web’s freshest social networking site, opened its doors to the public on Sept. 20.

You’ve likely heard the hype about Google+ (or G+), the new kid on the block that could be bigger, better and brighter than Facebook. Despite being in its infancy, Google+ had an estimated 25 million users in August. It’s also been fuelling a fierce competition with Facebook.

Why sign up?

At first glance, G+ seems to be a positive addition to the PR practitioner’s toolkit and users will likely find its intuitive feel a refreshing change from other social media tools. Why? Because it’s Google’s answer to all things social media—combining the elements we love about Twitter, Facebook, LinkedIn, FourSquare, etc. into one, easy-to-use tool. Additionally, Google+ aims to solve the ongoing struggle of awkward, clunky online interactions.

In a Google Blog post from June 28, Vic Gundotra, Senior Vice President, Engineering and a lead developer behind the project wrote: “Today, the connections between people increasingly happen online. Yet the subtlety and substance of real-world interactions are lost in the rigidness of our online tools. In this basic, human way online sharing is awkward. Even broken. And we aim to fix it.”

Whether you’re already using Google+ or are planning to join, here’s some terminology that will make you a G+ guru in no time.

Get organized

Circles are a core feature of Google+ and let you organize your contacts into different groups. This means that you can keep your close friends, family and professional networks separate. What’s more, Circles make it easy to share the information you want with who you want.

Having PR-specific Circles will keep you informed on your contacts’ latest happenings—whether they’re launching new products or sharing industry best practices. Google+ can also send you updates via email or text so you’ll always know what your professional Circles are up to. Networking is essential in the PR world and G+ is always one step ahead. The intuitive tool even suggests other G+ users you might know so you can continue to broaden your professional network.

Strike up a conversation

Sparks are based on the idea that interesting content “sparks” conversation. Consider Sparks a more social version of Google Reader and a personalized search engine that instantly delivers content you’d mostly likely find interesting.

For example, if you’re a social media junkie you can type “social media” in the search bar and read the latest about everything from Twitter to G+. Many PR pros track specific companies, brands, stories and events on a daily basis. Sparks can help keep on top of issues so you’re always up to speed on the latest developments.

If you find an interesting result in a Google search, simply click the +1 button to instantly endorse it to your contacts on G+. Think of it as a simpler version of Facebook’s “Like” function. The +1 button shares content with your Circles and keeps them in the loop about what you’re reading.

Google+ on the go

Google+ also attempts to minimize frustrations when using a mobile device—something everyone can relate to. G+’s mobile app instantly publishes your photos instead of having to manually upload them. All you have to do is personalize your privacy settings. With Huddles, you can communicate with your Circles on the go. This G+ feature is a faster, more sophisticated version of group texting. If you’re trying to arrange a meeting with multiple colleagues, it’s an ideal way to make plans.

Meetings made easier

You can also arrange meetings via Hangouts. In simple terms, Hangouts are group video chats that attempt to break the awkward barriers of online interactions. Google compares it to dropping by a friend’s house to visit. You can let friends know you’re available to catch up and see who joins the conversation. It’s a simple interface that works for up to ten people.

What’s next?

In a short time, G+ has revitalized online sharing and continues to improve social networking, keeping the user at the forefront. And, as it continues to grow, PR professionals will likely see the benefits of Google+ in personal and professional realms. Although Google+ does not yet have business profiles, they’re in development and are expected to be added later this year.

I would like to hear your feedback on Google+. Feel free to share your comments below.

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2011 CPRS Toronto annual Open House kicked off season Oct. 4
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By Giovana Chichito

Members, non-members, seasoned professionals and PR students were gathered, at the Toronto Canadian Public Relations Society (CPRS) annual open house event on October 4, 2011, at the Metropolitan Hotel, in downtown Toronto. More than 250 people had the opportunity to meet this year’s board of directors, learn about their portfolios and the great initiatives planned for the upcoming year.

Current president of CPRS Toronto Vincent Power introduced new board members including Diane Bégin, in charge of Internet and Member Communications, and Laurie Smith, responsible for the Achieving Communications Excellence (ACE) Awards. Bégin, who is a former member of CPRS Edmonton spoke of the new CPRS Toronto blog, open to the general public, and also about the ‘members only’ blog (not yet launched), that will have elements like archived webinars of past CPRS Toronto professional development sessions and useful case studies.

Laurie Smith expressed her excitement in becoming a board member and also talked about the ACE Awards, that each year “celebrates the best of Toronto public relations.” Entrants from corporate, agency, not-for-profit, government sectors and also individuals who have demonstrated outstanding leadership in the pursuit of bettering the profession must submit their entries by January 2012. The award ceremony will be held at the end of April.

Laura Ballantyne, CPRS Toronto representative for Students and Mentoring committee, called attention to the diverse crowd present at the open house, members and non-members who also came from places like Durham and Oshawa.

The need for volunteers was pointed out by many of the event’s speakers. “All of our activities are run solely by volunteers, so it’s very important to get out there. It’s a great way to network, to build your own portfolio and to contribute with the society in this profession,” said Heather Agnew, volunteer committee representative.

Click play below to view images courtesy of The Canadian Press.

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