NEW PERSPECTIVES

2026: The Year Of Analog

By Sanjeev Wignarajah

As the new year approaches, people make resolutions to be better and live comfortably. One of the new year’s resolutions making waves is to embrace analog (physical media, iPods, walkmans, etc.) In an era where streaming services become too convenient and subscription prices increase and doomsrolling becomes the norm of news gathering and to quote a famous person, “Comparison is the thief of joy.” Although physical media is still around and relevant. Millennials and Gen Z have made 2026 the year of going analog.

Movies (4K Blu-Ray, Blu-Ray, and DVD)

Instead of streaming movies, try watching a movie on Blu-Ray. It is best viewed on the home theatre system with a Blu-Ray player and a 4K Blu-Ray copy or a Blu-Ray copy. Picture yourself at home watching a movie with the clearest picture and sound quality. The speakers echoing and booming at every sound effect. It feels like going to the movies at the comfort of your home minus the shared passwords and skipping ads.

Music (Vinyl and CDs)

There’s nothing sweeter than visiting your local record store. Crates and crates filled with vinyl records. You could hear music playing in the background from a record player. If that’s authenticity, I don’t know what is. There’s something to marvel at when crate digging:

-The artwork and design

-The sound of the needle grooving through the record

-The unmatched sound quality

There’s a few coffee shops where they play vinyl records as you drink your favourite coffee. You come for the coffee and stay for the vinyl. It’s a vibe that sparks your creativity and the vibes are immaculate.

You could even collect CD and vinyl records based on your taste in genre.

Books

Who doesn’t love a good book to curl up to? It transports you to different worlds as you read and gain inspiration the imagination can grasp. You could even discuss it with friends and form a book club. Inspiration is in the details.

Film Photography

Here’s a creative challenge: Explore your own city with a disposable camera at hand from a different perspective. There’s a uniqueness about shooting film. The graininess, authenticity, feeling, and the look.

Wired Headphones

Remember wired headphones? Those things tuned out the outside world and into sweet, sweet music. It adds personality to it. The advantages of wearing it: it doesn’t die out halfway through a playlist or a Zoom call.

Sanjeev Wignarajah is a freelance writer and photographer working with select clients and publications. He has a background in journalism and public relations from Centennial College.

CPRS Toronto: In conversation with Adriana Lurz

A new year often brings reflection, renewed focus, and a look ahead at what’s next. For our January In Conversation With blog series, we sat down with Adriana Lurz, President and Partner at Strategic Objectives, to talk about how the PR profession continues to evolve, what strong leadership looks like today, and why curiosity remains at the heart of great communications work. With more than two decades at Strategic Objectives and recently named 2025 PR Practitioner of the Year by CPRS, Adriana brings a thoughtful, grounded perspective shaped by experience, mentorship, and a deep commitment to the profession.

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

Some things remain the same: I’m driven by smart, strategic thinking. I’m dedicated to client satisfaction and retention. I am passionate about outstanding mentorship. And some things have changed: technology and innovation have impacted how we do our jobs. We need to be more creative than ever, thinking of new ways to support our clients and their brands.

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

The pandemic greatly impacted up-and-coming talent in terms of their growth. Mentorship is more important than ever and leadership with compassion is key. Some emerging talent have never worked in an office environment and it takes time to learn how to thrive in that type of setting. Of course, media and influencers continue to evolve and the way we story tell and communicate news for brands has shifted. As communications experts, we need to stay ahead of the news and be creative in terms of how we tell stories for our clients.

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

AI continues to evolve and provide opportunities for communication to improve. AI supports our strategic thinking, efficiency, and creativity, but it can never replace human expertise.​ We can leverage it to help us become better, but we can’t become lazy and rely on it to do our jobs. There’s still value in getting together in person to ideate and learn, and I don’t think AI will change that.

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

Approach every task with creativity and interest. The co-founders of SO, and my mentors, Deborah Weinstein and Judy Lewis, taught me years ago to face challenges with curiosity and interest. Don’t limit your thinking or creativity. When faced with a challenge, ask yourself: “why couldn’t we do…?” or “what if we…?” Sometimes, great ideas come from blue sky thinking, so adapt an entrepreneurial spirit and think big!

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.

Q&A with Anmol Harjani: CPRS Toronto’s New Communications Co-Chair

By Samiha Fariha

With the New Year comes fresh energy on the CPRS Toronto Board, and this year, we are excited to welcome Anmol Harjani as the chapter’s new Communications Co-Chair. Anmol is drawn to storytelling, community-driven communication, and creating connections that matter, qualities she is eager to bring to the role as she helps CPRS Toronto strengthen its presence and engagement within the local communications community.

We caught up with Anmol to learn more about her journey in communications, what inspired her to take on this role, and the ideas she is most excited to explore as she steps into the position. From her focus on member-driven storytelling to her vision for meaningful engagement, here is what she had to share.

What motivated you to put your name forward for this role?
I was motivated to apply because I genuinely believe in the work CPRS Toronto is doing for communications professionals across the city. I want more people to know about this community, the conversations it enables, and the value it creates. For me, this role is an opportunity to add a personal touch to how CPRS Toronto shows up, while helping amplify the voices, ideas, and impact of the profession as a whole.

Can you share a bit about your career journey in communications and how it has led you to this point?
I am at an early but very intentional stage of my career in communications, with a strong focus on writing, storytelling, and clear messaging. I’ve always been drawn to communication as both a craft and a responsibility. Over time, this interest has grown into a desire to contribute to spaces where ideas are exchanged thoughtfully, which naturally led me to seek a role like this within CPRS Toronto.

What excites you most about supporting CPRS Toronto’s communications and helping shape how the organization connects with its members?
What excites me most is the potential to strengthen CPRS Toronto’s presence to the point where, when people think about the communications community in Toronto, CPRS Toronto is top of mind. I want it to be seen as a space where communicators feel comfortable sharing ideas, learning from one another, and putting forward their thoughts in a meaningful way.

You shared some thoughtful ideas during the selection process. Without giving too much away, what areas or opportunities are you most eager to explore in this role?
I’m eager to explore opportunities around storytelling and visibility. This includes how we share information, how consistently we show up, and how we highlight the people and perspectives within the CPRS Toronto community. There’s a lot of potential to make communications feel more connected and member-focused.

How do you see strong communications playing a role in member engagement, retention, and community-building within professional associations like CPRS?
Strong communications create clarity, trust, and connection. When members clearly understand what the organization stands for, what’s happening, and how they can be involved, engagement becomes more natural. Consistent and thoughtful messaging also helps members feel included and valued, which is key to building a strong sense of belonging and long-term community.

Are there any communications or marketing trends you are particularly interested in bringing into CPRS Toronto’s work?
I’m particularly interested in relatable and conversational social media trends that encourage dialogue rather than one-way communication. Content that feels timely, human, and reflective of real experiences tends to resonate more strongly. I’d love to explore ways CPRS Toronto can use social platforms to spark conversations and make members feel more connected.

What skills or perspectives do you hope to bring to the Communications portfolio as Co-Chair?
I bring a strong writing foundation and a focus on relevance. I’m interested in developing meaningful blog content and continuously improving how CPRS Toronto presents itself across social media. My perspective is centred on clarity, consistency, and ensuring that communications align with what members actually want to read, engage with and share.

Outside of work and volunteering, what’s something members might be surprised to learn about you?
I’m currently learning French, which has deepened my appreciation for language and cultural nuance. I’m also very interested in world news and global affairs, and I enjoy staying informed about what’s happening internationally. Both of these interests shape how I think about communication in a broader, more connected way.

Final thoughts
I’m grateful for the opportunity to serve as Communications Co-Chair and look forward to contributing to CPRS Toronto’s continued growth alongside the board and members.

 

How Internal Communication Turns “Fun” into Revenue

By Lucy Luc

Work can be fun and powerful 💫🎉. On National Fun at Work Day, we celebrate the fact that a joyful workplace is beyond just ping-pong tables or “Pizza Fridays.” It’s about a strategic internal communication (IC) framework that transforms everyday moments into engagement, innovation, and stronger teams.

Many leaders view “fun” as a distraction, but in the world of PR and business strategy, high employee engagement is actual business dynamite. When employees are happy and well-informed, they become brand ambassadors who drive revenue and retention.

What is Internal Communication (IC)?

At its core, Internal Communication is the strategic practice of facilitating the flow of information, values, and culture within an organization. It is the system that connects the C-suite to the front lines, ensuring every employee understands the “why” behind their work.

In the field of PR, IC is often referred to as “Internal PR.” Just as external PR manages a brand’s reputation with the public, IC manages a brand’s reputation with its most important stakeholders: its people.

In Canada, the importance of IC has never been more visible. Recent data from the 2024-2025 landscape highlights why Canadian businesses are doubling down on this field:

• The Engagement Gap: According to ADP Canada, only 18 per cent of Canadian employees report being fully engaged at work—a figure that has dropped recently. This disengagement is a leading indicator of turnover.
• The Retention Connection: Research indicates that 61 per cent of employees considering a job change cite poor internal communication as a key factor. In contrast, those satisfied with company comms are 46 per cent happier at work.
• Revenue Impact: Organizations that increase their investment in communication are 3.5 times more likely to outperform their peers. In fact, companies with highly effective IC see a 63 per cent increase in productivity and a significant boost in new business revenue.

Case Study: Southwest Airlines – The “LUV” Model of Revenue

Southwest Airlines is the gold standard for proving that internal “fun” is a revenue driver. Their PR and Internal Comms teams don’t just send memos; they cultivate a culture of personality.

The Practice: Southwest encourages flight attendants to infuse humour into safety briefings and gate agents to host “dance-offs” or games during delays.

The Result: By prioritizing internal joy through constant communication and recognition, Southwest consistently ranks at the top of customer satisfaction and profitability. Their internal comms team uses storytelling to highlight these “fun” moments across the company, reinforcing the idea that happy employees lead to happy customers, which leads to a healthy bottom line.

How to Gamify Internal Communication for Growth

To turn fun into revenue, you need more than just a party; you need a strategy. Gamification—applying game-design elements like points, badges, and leaderboards to the workplace—is a proven way to boost engagement. In fact, research suggests that gamified training can increase employee motivation by up to 60 per cent.

Here are five powerful IC strategies to gamify your workplace for maximum growth:

1. Milestone Quests and “Achievement Unlocked”

Rather than a static onboarding manual, turn the first 90 days into a “Quest.” New hires earn points for completing specific milestones—such as coffee chats with different department heads or finishing their first solo project.

• Revenue Impact: Effective onboarding reduces turnover (which can cost 1.5–2x an employee’s salary) and gets talent to “full productivity” faster.
• PR Practice: Use digital badges (e.g., “Culture Champion” or “Logic Leader”) that appear on internal profiles, creating a visual resume of their contributions.

2. The Innovation “Dragon’s Den”

Borrowing from the popular TV show, invite employees to pitch revenue-generating ideas or cost-saving measures to leadership.

• The Strategy: Allow employees to form cross-departmental teams. The “game” involves a series of levels: the Initial Pitch, the Bootcamp (where they refine the business case), and the Final Presentation.
• Case Study: Deloitte Canada used a gamified leadership program that utilized challenges and simulations. This resulted in a 47 per cent increase in engagement compared to traditional classroom-style training.

3. Employee Advocacy Leaderboards

Turn your staff into your biggest PR asset by gamifying social media sharing.

• The Strategy: Use a platform where employees earn points for sharing company news, job openings, or industry insights on LinkedIn.
• The Reward: Create a “Social Media Star” leaderboard. Top performers don’t just win prizes; they gain professional visibility and are featured in the company newsletter.
• Fact: In Canada, employees are often viewed as more credible sources than CEOs. Gamifying advocacy builds authentic brand trust at a fraction of the cost of paid advertising.

4. Interactive Knowledge Sprints

Instead of long, boring emails about new policy changes or product launches, use Microlearning quizzes.

• The Strategy: Release a weekly 2-minute “Sprint” quiz. Correct answers earn points toward a monthly prize.
• The PR Benefit: This ensures that your “Gatekeepers” (your staff) actually understand the core message before they communicate it to clients. It eliminates the “broken telephone” effect that often leads to costly errors.

5. Peer-to-Peer “Kudos” Markets

Create a digital economy where employees are given a “budget” of points each month to award to colleagues who go above and beyond.

• The Strategy: These points can then be redeemed in a “Company Store” for tangible rewards, such as a “CEO for a Day” experience, extra time off, or a donation to a charity of their choice.
• Why it Works: It shifts the focus from top-down management to horizontal recognition, fostering a collaborative culture that is essential for high-performing, revenue-generating teams.

The Internal PR Ripple Effect

When you invest in Internal Communication, you are essentially “marketing” to your own people. This creates a unified voice. If your team is excited about the mission, they will communicate that excitement to clients, partners, and the public.

In the field of PR practice, your internal audience is your most important stakeholder. If they don’t believe in the fun, the outside world won’t believe in the brand.

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.

Business Communication Models for Impactful PR

By Lucy Luc

Great business communication doesn’t happen by accident—it’s built on strategy, clarity, and feedback. Whether you are pitching a journalist, aligning a remote team, or managing a brand crisis, the “how” of your delivery is just as important as the “what.”

In honour of Better Business Communication Day, we’re breaking down the fundamental models that transform noise into meaningful connection.

The 7 C’s of Communication: The Golden Rule

Before choosing a model, every message must pass the quality control test. The 7 C’s serve as the checklist for professional excellence. Consider the case of Southwest Airlines during operational disruptions. Instead of using vague corporate language, they often use clear, concrete, and courteous updates. By being concise and correct about what they can and cannot do for passengers, they maintain a “human” brand voice even under pressure.

• Clear: Avoid jargon; stick to one main idea.
• Concise: Respect the receiver’s time.
• Concrete: Use facts and figures, not fluff.
• Correct: Check your facts and your grammar.
• Coherent: Ensure the logic flows from point A to point B.
• Complete: Does the audience have everything they need to take action?
• Courteous: Maintain a professional, empathetic tone.

The Interactive Model: The Feedback Loop

In the past, communication was seen as a one-way street. The Interactive Model changed that by introducing the concept of feedback.

In PR, this is the difference between blasting a press release and engaging in a digital dialogue. A modern example is LEGO’s “Ideas” platform. By creating a space where fans submit designs and the company responds with feedback, LEGO turns customers into creators. This back and forth ensures the final product aligns perfectly with market desire, proving that listening is just as vital as speaking.

Schramm’s Model: The Field of Experience

Why do two people interpret the same email differently? Wilbur Schramm argued that communication only occurs where the Fields of Experience of the sender and receiver overlap.

Case Study: Airbnb’s Global Expansion

When Airbnb entered the Japanese market, they realized that the Western concept of “sharing a home with a stranger” didn’t align with local fields of experience regarding privacy and hospitality. By adjusting their storytelling to focus on “Omotenashi” (wholehearted hospitality), they aligned their message with the cultural background of their audience, bridging the gap between two different experiences.

Lasswell’s 5 W’s: The Linear Formula

Harold Lasswell simplified communication into a famous chain of questions:

1. Who (The Communicator)
2. Says What (The Message)
3. In Which Channel (The Medium)
4. To Whom (The Audience)
5. With What Effect? (The Outcome)

This is the ultimate planning tool for a PR campaign. Think of the Dove “Real Beauty” campaign. The Who was a trusted brand; the What was a message of self-acceptance; the Channel was high-impact photography; the Whom was women globally; and the Effect was a massive shift in brand loyalty and a worldwide conversation on beauty standards.

The Two-Way Symmetrical Model: The PR Ideal

Developed by Grunig and Hunt, this is considered the Gold Standard of Public Relations. Unlike propaganda styles, this model focuses on mutual benefit. Case Study: Johnson & Johnson’s Tylenol Crisis When the Tylenol crisis hit in 1982, J&J didn’t just issue a defensive statement. They used two-way symmetrical communication by pulling products (action), listening to public fears (research), and working with the media to ensure safety (collaboration). This honest dialogue saved the brand and created the modern standard for crisis management. It’s about using communication to negotiate with the public rather than just persuading them.

Westley & MacLean: The Gatekeeper Model

In business communication, information rarely travels directly from the CEO to the public. It passes through Gatekeepers—editors, social media managers, or internal comms leads.

In the digital age, the “Gatekeeper” might be a LinkedIn algorithm or a high-profile tech influencer. Successful PR pros know that their first audience isn’t the consumer; it’s the person with the power to hit “publish” or “share.” By tailoring a pitch to an editor’s specific beat, you are navigating the gatekeeper model to ensure your story reaches the masses.

Why These Tools Are Effective

These models aren’t just academic theories; they are survival guides for the information age. They work because they account for the human element: our biases, our cultural backgrounds, and our need for validation.

Strong communication drives trust, alignment, and impact. By applying these frameworks, you move away from guessing and toward a strategic approach that ensures your voice is heard in a crowded marketplace.

Which of these models do you use most in your daily workflow?

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.

The Mentors Who Shape Brilliance in PR and Communications

By Lucy Luc

Behind every great PR professional is someone who quietly helped shape their path 🌟

It might have been a professor who challenged the easy answer, a manager who stayed late to review a draft, or a mentor who taught us that listening matters just as much as speaking. In public relations, brilliance rarely appears on its own. It is guided, questioned, refined, and passed down through people who believe in the power of communication before we fully do ourselves.

Thank Your Mentor Day is a moment to pause and reflect on the individuals who shaped our profession and those who continue to guide it forward. Long before PR became a strategic function within organizations, it was shaped by leaders who responded to crisis, public pressure, and social change with clarity, courage, and conviction. Their influence still lives in how we communicate today.

Global figures who shaped PR/Communication

Ivy Lee

Ivy Lee changed public relations forever by insisting that organizations speak honestly during crisis. His defining moment came in 1906, when he issued what is widely considered the first modern press release after a deadly railroad accident. Instead of hiding the facts, Lee encouraged transparency, setting a precedent that trust is built through truth. His work shaped the foundation of ethical communications and remains a guiding principle for crisis management today.

Edward Bernays

Edward Bernays introduced the idea that public relations should be rooted in understanding human behaviour. One of his most influential contributions was applying psychology to communication strategy, helping organizations understand how ideas spread and why people connect with messages. His work shifted PR from simple publicity to strategic influence, challenging communicators to think deeply about audience perception and responsibility.

Doris Fleischman

Doris Fleischman helped redefine leadership in public relations at a time when women were rarely recognized. She was one of the first women to operate as an equal partner in a major PR firm and famously kept her own name after marriage, a bold statement in the early 20th century. Her influence lies in proving that strategic thinking, credibility, and leadership are not defined by title, but by impact.

Inez Kaiser

Inez Kaiser used public relations as a tool for social change. In 1957, she founded one of the first Black owned PR firms in the United States, creating opportunities for underrepresented voices in the industry. Her work with civil rights organizations and community focused campaigns showed that PR could shape public understanding while advancing equity and inclusion. Kaiser’s legacy continues to inspire communicators to use their platforms responsibly.

Betsy Plank

Betsy Plank believed that education was the future of public relations. One of her most lasting achievements was championing PR education at universities and helping establish professional standards across the industry. She mentored countless students and practitioners, reinforcing that ethics, learning, and leadership are lifelong commitments. Her influence lives on in how PR is taught and practiced around the world.

Harold Burson

Harold Burson elevated public relations to the executive level. His defining contribution was positioning PR leaders as strategic advisors in the boardroom, not just media specialists. During major global crises, Burson demonstrated how reputation management, trust, and long term thinking could guide organizational decisions. His work shaped the modern understanding of PR as a core business function.

Dan Edelman

Dan Edelman believed that trust is earned through consistent and authentic storytelling. His leadership helped build one of the world’s most respected communications firms by focusing on relationships rather than short term exposure. Edelman’s emphasis on credibility and values influenced how organizations approach brand reputation, especially in times of public scrutiny.

Canadian leaders who shaped the profession

Canada’s public relations profession was built by practitioners who believed in standards, education, and credibility long before PR was widely understood or respected. Their achievements helped define how communications is practiced, taught, and valued across the country today.

John H. Yocom

John H. Yocom was instrumental in professionalizing public relations in Canada. One of his most significant achievements was helping establish the Accredited in Public Relations (APR) designation, which created a formal benchmark for knowledge, ethics, and professional competence. As a former CPRS National President, Yocom championed research driven communication and lifelong learning. His legacy lives on through the Jack Yocom Public Relations Profile Collection, which preserves the history of Canadian PR leaders and reinforces the importance of learning from those who came before us.

Jack Donoghue

Jack Donoghue played a defining role in government and emergency communications in Canada. During and after the Second World War, he served as a public relations officer for the Canadian Army, shaping how information was shared with the public during times of national uncertainty. Later, he helped develop federal emergency information and communications frameworks, laying the groundwork for coordinated public messaging during crises. His work demonstrated the essential role of PR in public service and national preparedness.

Luc Beauregard

Luc Beauregard helped position Canadian public relations on the global stage. As a founder and agency leader, he built one of Canada’s most influential communications firms and demonstrated that Canadian practitioners could compete internationally while delivering world class strategy and creativity. Beauregard also played an active role in professional development within CPRS, mentoring practitioners and advocating for PR as a strategic leadership function. His career proved that Canadian communications talent could shape global conversations.

Karen Dalton

Karen Dalton’s impact on Canadian PR was felt through her leadership behind the scenes. As a long serving Executive Director of CPRS, she strengthened the Society’s national operations, expanded professional development programs, and supported chapters across the country. Her work helped ensure consistency, stability, and growth within CPRS, allowing the organization to better serve members and advance the profession at a national level.

Mary L. Barker

Mary L. Barker devoted nearly six decades to public relations as both a practitioner and educator. Her most significant contribution was helping bridge the gap between professional practice and education, ensuring that students entering the field understood both theory and real world application. Through teaching, mentorship, and service, Barker influenced generations of communicators and reinforced the importance of ethical practice and professional commitment.

Ruth Hammond

Ruth Hammond was a pioneer in PR education and professional standards in Canada. At a time when formal PR programs were limited, she worked alongside other leaders to advance training opportunities and advocate for consistent professional expectations. Her efforts helped legitimize public relations as a career path and laid early groundwork for structured learning and accreditation in Canada.

Bill Rees

Bill Rees represents the sustained leadership that helped PR mature as a profession in Canada. Recognized through inclusion in the Yocom Profile Collection, his career reflects long term contributions to practice, mentorship, and professional service. Leaders like Rees helped reinforce the values of credibility, accountability, and excellence that continue to guide Canadian communicators today.

Why these stories matter

Public relations has never been just about media coverage. It is about trust, culture, and human connection. The mentors who shaped this profession understood that long before it became common language. They taught us how to respond when pressure is high, how to communicate when the stakes are real, and how to lead with clarity when uncertainty takes over.

This Thank Your Mentor Day, CPRS Toronto invites you to reflect on the pioneers who built the foundations of PR and the mentors who continue to shape its future. Their lessons live on in every press release written with care, every crisis handled with honesty, and every young professional encouraged to keep going.

Take a moment to thank the mentor who helped shape your brilliance. And join us as we continue to celebrate the people behind the profession.

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.

In Conversation With: The Memories and Ideas Behind the Stories We Tell

By Lucy Luc

Every PR campaign and every story we tell begins with a memory or an idea that inspires us ✨

On Good Memory Day January 19, we are looking back at CPRS Toronto’s In Conversation With series and the moments that have shaped it since its beginning. What started in 2021 as a simple idea to connect our community during a time of uncertainty has grown into a meaningful archive of reflection, insight, and shared experience across the communications profession.

Our first conversation with Jessica Rabaey invited readers into an honest reflection on what it meant to be a communicator during the early days of the pandemic. The focus was not just on strategy, but on people. Well being, trust, transparency, and the responsibility communicators carry when information truly matters. That conversation set the tone for everything that followed.

As the series continued, voices like Mark Hunter LaVigne reminded us to keep moving forward even when the path changes, while emerging professionals like Jaclyn Cossarini shared the excitement and uncertainty of starting a career in PR during a fully virtual world. These stories captured more than professional advice. They captured real moments of growth, adaptation, and hope.

Over time, the series expanded to reflect the evolving industry. Practitioners like Wemimo Onikan spoke about empathy, flexibility, and staying connected in a rapidly changing media landscape. More recent conversations with leaders such as Lindsay Peterson and Samantha Berdini explored how PR continues to evolve through integrated communications, earned media, and new technologies, while reinforcing a timeless truth that strong storytelling and genuine relationships remain at the heart of our work.

Across every conversation, a few ideas continue to surface. The importance of staying curious. The value of relationships built on respect and trust. The need to care for our own well being as we support others. And the belief that PR is not just about pitching stories, but about understanding people, moments, and meaning.

The In Conversation With series is a reminder that behind every headline, campaign, and strategy is a person shaped by experience. A memory that taught a lesson. An idea that sparked a new way of thinking.

Top stories and themes you will find in the series

• Navigating crisis communications when clarity and trust matter most
• Lessons learned from decades in media relations and newsroom experience
• Entering the PR industry during a virtual world and building connections from scratch
• Staying curious and relevant in a constantly changing media landscape
• Embracing change while staying grounded in the fundamentals of storytelling
• Building careers rooted in purpose, people, and meaningful impact

As we look ahead, CPRS Toronto looks forward to continuing these conversations and sharing more stories from across our community. Stories that reflect where we have been, where we are now, and where the profession is heading next.

We invite you to explore the In Conversation With series on the CPRS Toronto website and join us for future conversations still to come.

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

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.

Co-Presidents Message

Happy New Year, CPRS Toronto Members!

A new year can feel like a fresh start. A new opportunity to set goals, intentions and routine. We encourage you to seize this and use it to your advantage. This new year is rich in opportunity, with so much change on the horizon. What kind of PR professional do you want to be?

Perhaps you want to hone your expertise, or expand your knowledge.

As we step into 2026, we are energized by the possibilities that a new year brings, not just for our profession, but for each of us as communications leaders navigating an ever-evolving landscape. January is a natural moment for reflection, but it is also a time to set intentions and think strategically about how we want to grow, adapt, and lead in the months ahead.

The past year showed a pivotal shift in communications: the rise of AI as an integrated and indispensable tool in our work. But as we embrace these new capabilities, it’s clear that our value as professionals lies not in automation, but in the human insight, ethical guidance, and strategic thinking that technology cannot replicate. In 2026, our focus at CPRS Toronto will continue to be on empowering members to harness AI effectively, while amplifying the uniquely human skills that make our profession indispensable.

This year, we encourage all members to explore opportunities for learning, experimentation, and collaboration. What new tools could enhance your workflow? How can you lead with ethics and insight in an AI-driven environment? By sharing experiences, successes, and challenges, we can build a stronger, more resilient communications community together.

We are excited about the programs, workshops, and networking opportunities we have planned for 2026, all designed to support your growth, spark innovation, and strengthen our collective expertise. Let’s start this year with curiosity, boldness, and a commitment to excellence, both for ourselves and for the clients, organizations and communities we serve.

Here’s to a year of learning, leading, and thriving together.

Warmly,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

How the Canadian PR Market Is Standing Out on the Global Stage

By Anmol Harjani

During a recent trip to Dubai for a media convention, I was struck by the diversity and dynamism of public relations practices across different countries. Each market has its own nuances, priorities, and ways of building trust with audiences. Experiencing this firsthand made me pause and reflect on what makes Canada’s communications ecosystem distinctive. That reflection inspired this piece, a closer look at the values, strategies, and qualities that set Canadian PR apart on the global stage.

The Canadian public relations market continues to gain recognition internationally for its emphasis on trust, accountability, and credibility, qualities that are increasingly rare in an age of misinformation and fleeting attention. In Canada, these values are not just ideals; they are embedded in how communication work is approached from strategy to execution.

Accountability stands out as a hallmark of Canadian PR. Audiences expect transparency, follow through, and messages that prioritize honesty over hype. This approach does more than build trust in the moment, it strengthens long term reputation and fosters loyalty that withstands scrutiny.

Inclusivity further defines Canada’s PR landscape. With its multicultural population, communicators are adept at crafting messages that resonate across cultural contexts. Canadian PR professionals consider diverse perspectives, ensuring communication is relevant, respectful, and effective for multiple audiences. This sensitivity reduces risk while increasing engagement and connection.

Media relations also reinforce Canada’s reputation globally. High journalistic standards in Canadian media encourage thoughtful engagement, accuracy, and context. PR professionals respond not just with information, but with insight, fostering a two way relationship that benefits both the storyteller and the story. The result is richer public discourse and stronger trust between organizations and their audiences.

Key takeaways for communicators

• Credibility is built through consistency, not spectacle
• Cultural awareness strengthens message effectiveness
• Respect for media standards supports trust
• Ethical communication delivers long term value

What struck me most on this trip was how Canadian PR stands out not by seeking attention, but by earning it through integrity, strategic thinking, and careful attention to audience needs. This approach matters more than ever in a global communications environment where trust is a rare and invaluable commodity.

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.

Why Dialogue Matters More Than Ever in Canadian Public Relations

By Anmol Harjani

January 5 marks National Day of Dialogue, a timely reminder that public relations today is less about delivering statements and more about creating meaningful exchange. While PR has always been rooted in relationships, those relationships are now built through listening, understanding, and engagement rather than one way communication.

Dialogue is not simply replying to comments or responding to issues when they arise. It is the intentional practice of listening with curiosity, recognizing context, and engaging with openness. Canadian audiences place high value on transparency and respect, particularly when perspectives differ. When organizations speak without listening, they risk appearing disconnected from the people they are trying to reach.

Canada’s communications landscape makes dialogue especially important. Cultural diversity, regional nuance, bilingual audiences, and heightened expectations around inclusion all influence how messages are interpreted. Dialogue allows communicators to acknowledge lived experience, adapt messaging thoughtfully, and avoid assumptions that can undermine trust.

Dialogue is also essential in moments of uncertainty. During policy changes, organizational challenges, or public debate, audiences want to be heard. Creating space for questions and feedback signals confidence and credibility. It shows that communication is not about control, but about understanding.

Practical ways to strengthen dialogue

• Build listening into communication plans, not just message delivery
• Use audience feedback to inform strategy, not just monitor sentiment
• Prepare spokespeople to engage in conversation, not recite talking points
• Treat communication as ongoing rather than final

Strong public relations is not about having the loudest voice. It is about creating space for understanding and earning trust through exchange.

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.