NEW PERSPECTIVES

Finding the Right Influencer for Your Brand!
By Dr. Pooja Arora

Around two decades back, when I started my career in communications, social media was still finding its place in the world of brands. Even then, brands worked with influencers using traditional media.

I worked on a project in the energy sector back then, where the objective was to support regulatory approvals for exploration activities. The strategy focused on engaging subject-matter experts, policy voices, and respected industry figures to discuss the roles of private participation, technology adoption, and energy independence.

And in hindsight, that was influencer relations in its earliest form, just without the social media platforms. While these influencers spoke about business and policies, the celebrities from the movies were the other set of influencers who helped brands and campaigns come to the limelight.

Social media has added to the definition of influencers.

The Temptation of Popularity

When I worked with social media influencers for the first time for a large-scale cycling initiative in a major metropolitan city in India.

The objective was ambitious i.e., to encourage people to participate in cycling in one of the most densely populated and polluted cities in the country. We needed awareness, excitement, and attendance!

Our initial approach was straightforward, as we thought that high visibility is all that matters. We partnered with popular lifestyle, fitness, and digital creators across multiple campaign moments. On paper, it worked with strong social media content and immediate engagement spikes. But something was missing!

The audiences engaging with the content were not necessarily aligned with the activity itself. Cycling was not part of their lifestyle or interest.

Therefore, while the campaign looked successful externally, internally, we realized a gap: We had reach, but not participation.

That insight changed our entire approach.

Instead of asking, “Who is the influencer with the largest reach?” we began asking, “Who genuinely cares about cycling?”

We shifted to a smaller group of creators who were already part of cycling communities or deeply passionate about fitness-led outdoor activity.

Their follower base was smaller but significantly more aligned.

We invited them to pre-event cycling rides and the main event experience, and provided access, equipment, and on-ground engagement opportunities.

Importantly, these were not paid partnerships. They participated because the experience matched their interests. The difference was immediate and meaningful. Engagement became more authentic and participation increased. Conversations became community-led rather than campaign-led.

Most importantly, the initiative stopped feeling like a one-time brand activation and started resembling a movement driven by shared interest.

That experience reinforced one of my strongest beliefs today: The right influencer is not the one with the largest audience, but the one whose audience is already aligned with the vision of the brand.

Influencer Relations can flip a negative story!

Influencer relations are not always about amplification of a campaign. Sometimes, it is about containment and correction.

For another assignment, I worked directly with a group of creators across different tiers including, nano, micro, and macro. This time it was to address misinformation, clarify facts, and bring forward balanced perspectives about the organization’s work.

The outcome was a visible shift in digital sentiment, improved visibility of positive narratives, and a reduction in misinformation-driven engagement.

While influencer relations are powerful, they should be done with responsibility and clarity.

Conclusion:

Across all these experiences, my approach to influencer relations has been to:

• Prioritize alignment over popularity
• Focus on trust, not just reach
• Treat influencers as long-term partners, not campaign tools
• Evaluate risks as seriously as opportunity
• Build relationships, not transactions

Because ultimately, influencer relations is not just measured by how far a message travels but also by how deeply it resonates with the target audience.

About the author: Pooja Arora, PhD, is a Strategic Communications and Issue Management professional who knows how to turn a crisis into an opportunity. With her experience across corporates, not-for-profit, and agency worlds, she’s built stories that shape and enhance reputations. When she’s not crafting campaigns, she’s binge-watching movies.

LinkedIn: https://www.linkedin.com/in/pooja-arora-phd-71912b17/

Instagram: @sikkaster

Cannes Film Festival
By Anmol Harjani

May 12 to May 23 marks the Cannes Film Festival, a global platform that celebrates storytelling, creativity, and cultural impact. While rooted in film, it offers valuable insights for communication professionals on how stories are crafted, presented, and experienced.

Storytelling remains at the core of effective communication. The films showcased at Cannes are not just visually compelling. They are driven by narratives that connect with audiences on an emotional level. This same principle applies to how organizations communicate today.

Audiences are increasingly drawn to messages that feel authentic and meaningful. Communication that focuses solely on promotion often fails to create lasting impact. Instead, storytelling that reflects real experiences, values, and perspectives is more likely to resonate.

Another important aspect is perspective. Many of the stories highlighted at Cannes bring forward diverse voices and unique viewpoints. In communication, this translates to creating narratives that are inclusive and reflective of different audiences.

The way stories are presented also matters. Visual elements, structure, and pacing all contribute to how a message is received. In a digital environment where attention spans are limited, communication professionals must consider both content and format.

Consistency is equally important. Strong storytelling is not built through isolated messages. It is developed over time through consistent narratives that reinforce an organization’s identity and values.

In Canada, where diversity and cultural awareness are key considerations, storytelling provides an opportunity to connect with audiences in a meaningful way. Communication that reflects these values is more likely to build trust and engagement.

Cannes Film Festival serves as a reminder that communication is not just about information. It is about creating stories that connect, resonate, and leave a lasting impression.

Strategic Actions
• Focus on authentic and meaningful storytelling
• Incorporate diverse perspectives into communication
• Pay attention to both content and visual presentation
• Maintain consistency in narrative across platforms
• Build stories that create lasting audience connection

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.

 

Learning at Work Week
By Anmol Harjani

May 11 to May 17 is recognized as Learning at Work Week, highlighting the importance of continuous development in professional environments. For communication professionals, learning is not limited to formal training. It is often shaped through experience, collaboration, and exposure to different perspectives.

One of the most valuable aspects of learning in communication comes from real-world application. Working across teams, contributing to projects, and engaging with different stakeholders provide insights that go beyond theoretical knowledge. These experiences help refine judgment, improve adaptability, and strengthen strategic thinking.

In my own experience as a volunteer with CPRS Toronto, learning has extended beyond traditional expectations. Being part of a team that values collaboration and mentorship has provided the opportunity to observe how experienced professionals approach communication challenges, structure messaging, and engage with diverse audiences.

Through this experience, I have learned the importance of clarity in communication. Simple, well-structured messaging often has a greater impact than complex or overly detailed information. I have also seen how consistency in tone and messaging builds credibility over time.

Another key learning has been the value of feedback. Constructive input from mentors and peers plays an important role in refining communication approaches. It encourages reflection and continuous improvement, both of which are essential in a field that is constantly evolving.

Collaboration has also been a significant part of this learning journey. Working with individuals from different backgrounds and areas of expertise provides new perspectives and challenges assumptions. This not only improves communication outcomes but also strengthens the ability to adapt to different contexts.

Learning at Work Week serves as a reminder that development is ongoing. It is shaped by experiences, guided by mentorship, and strengthened through collaboration. For communication professionals, this continuous learning is what enables growth and long-term impact.

Key Takeaways
• Learning in communication is driven by experience and application
• Mentorship and feedback play a critical role in development
• Clarity and consistency are essential communication skills
• Collaboration enhances perspective and adaptability
• Continuous learning supports long-term professional growth

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.

Reward Yourself Day
By Anmol Harjani

May 8 is recognized as Reward Yourself Day, a reminder to pause and acknowledge progress. While often associated with personal milestones, this idea also holds value in professional environments, particularly in how organizations communicate recognition and appreciation.

In fast-paced workplaces, achievements are often quickly followed by the next set of expectations. Communication tends to focus on what needs to be done next rather than what has already been accomplished. Over time, this can impact motivation, engagement, and overall morale.

Recognition does not always require large initiatives. It often begins with simple, consistent communication. Acknowledging contributions, highlighting team efforts, and sharing success stories can create a stronger sense of value and connection within the organization.

For communication professionals, the challenge lies in making recognition feel genuine. Generic messaging or overly formal acknowledgments can feel disconnected. Instead, recognition should be specific, timely, and aligned with the organization’s culture.

Internal communication channels provide an opportunity to reinforce this. Whether through team updates, leadership messages, or internal platforms, consistent recognition helps build a culture where contributions are visible and appreciated.

In Canada, where workplace culture increasingly emphasizes employee experience, recognition plays an important role in retention and engagement. Communication that highlights both individual and team contributions can strengthen relationships and foster a more positive environment.

Reward Yourself Day is a reminder that communication is not only about direction and instruction. It is also about appreciation. Recognizing progress, both big and small, contributes to a more balanced and motivated workplace.

Strategic Actions
• Incorporate recognition into regular communication practices
• Highlight specific contributions to make acknowledgment meaningful
• Use internal channels to share success stories and achievements
• Ensure recognition aligns with organizational culture and values
• Balance forward-looking messaging with acknowledgment of progress

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.

Mental Health Awareness Month
By Anmol Harjani

May is recognized as Mental Health Awareness Month, a time dedicated to increasing understanding, reducing stigma, and encouraging meaningful conversations around well-being. In the workplace, this also brings attention to the role communication plays in shaping how mental health is acknowledged, discussed, and supported.

For communication professionals, mental health is not a separate conversation. It is deeply connected to how information is shared, how expectations are set, and how organizational culture is communicated on a daily basis. The tone, clarity, and intent behind messaging can directly influence how employees feel, respond, and engage.

One of the most important shifts in recent years has been the move toward more human-centered communication. Employees are no longer looking for perfectly polished messaging. They are looking for clarity, transparency, and understanding. Communication that acknowledges challenges, provides context, and avoids unnecessary pressure contributes to a more supportive environment.

At the same time, over communication or poorly structured messaging can have the opposite effect. Constant updates, unclear priorities, or inconsistent messaging can create confusion and increase stress. Communication professionals must find the balance between keeping teams informed and ensuring that information is digestible and meaningful.
Leadership communication plays a key role here. Leaders who communicate with empathy, share context, and demonstrate awareness of employee well-being help set the tone for the organization. Communication teams often guide this process, ensuring that messaging is aligned, thoughtful, and consistent.

In the Canadian context, where conversations around mental health are increasingly open, organizations are expected to move beyond awareness and demonstrate genuine support. Communication must reflect this shift. It should not only inform, but also reassure and connect.

Mental Health Awareness Month serves as a reminder that communication is not just about delivering messages. It is about shaping experiences. And those experiences have a direct impact on how people feel at work.

Key Takeaways
• Use clear and intentional messaging to reduce uncertainty
• Incorporate empathy into communication tone and language
• Support leadership in communicating with awareness and care
• Avoid overwhelming audiences with excessive or unclear information
• Align communication practices with genuine well-being initiatives

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.

May is a time when momentum builds and ideas begin to take shape, making it a natural moment to reflect on how communications continues to evolve alongside business and society. For this month’s In Conversation With blog series, we connected with Emilija Businskas, Vice President, Communications at Mastercard Canada. With a focus on enterprise communications strategy, reputation and leadership advisory, Emilija brings a business-first lens to the role communications plays in driving impact and building long-term trust.

We spoke with Emilija about how communications has shifted from storytelling to a core business function, the growing importance of trust in a fast-moving information environment, and why communicators need to be deeply embedded in decision-making. From navigating real-time complexity to shaping strategy at the leadership level, here is what she had to share.

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

The role of communications has fundamentally shifted from storytelling to enterprise leadership. Today, communications sits much closer to the business, helping to shape strategy, not simply explain it. That requires a deep understanding of commercial priorities, risk, culture and stakeholder expectations, and the ability to provide clear counsel at moments of complexity.

For me, this means embedding communications into core business priorities, helping advance them, deliver impact and ensure our actions and messaging move in lockstep. It also means balancing speed with judgment and responding decisively in real time while protecting trust and reputation as the business evolves.

In my role, I’m focused on connecting communications to broader priorities like enabling the digital economy, supporting small businesses and helping shape emerging areas like agentic commerce. It requires moving quickly and thoughtfully, especially as issues emerge in real time, while maintaining a long-term view on reputation and trust.

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

Trust has become the defining currency of communications. Audiences expect transparency, consistency and accountability, not just in messaging but in behavior. Organizations are judged as much by how they act as by what they say, which places communications at the center of corporate credibility.

At the same time, the velocity of information and misinformation has increased dramatically. This requires communicators to engage earlier, think more critically and bring greater discipline to clarity and tone. As technology and AI increasingly shape how information is created, amplified and interpreted, my role has shifted toward stewardship: ensuring credibility, relevance and integrity in an increasingly crowded information environment.

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

Communications has moved beyond campaign-style storytelling to enterprise leadership. Today, it is embedded within the business, contributing to decision-making rather than reacting to it. That requires a deep understanding of enterprise priorities, risk, culture and stakeholder expectations, and the ability to provide clear counsel at moments of complexity.

The role of communicators will be defined by their ability to operate as enterprise leaders, not functional specialists. The most effective communicators will be those who are embedded early in decision-making, helping leaders assess risk, shape strategy and understand stakeholder impact before decisions are finalized.

In practice, that might mean advising leadership on how a business decision will land with employees or customers before it’s announced, or helping frame complex innovation, regulatory change or market disruption in a way that is clear, credible and grounded in what the organization is actually delivering.

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

Invest in understanding the business as deeply as your leadership team does. Take the time to learn what drives decisions, where the pressure points are and what success looks like for your organization. The more context you have behind the “why” of decision-making, the more credible and useful your perspective becomes.

The strongest communicators are those who can navigate ambiguity, anticipate risk and offer grounded, strategic perspective in moments that matter most. By combining a deep understanding of the business with the ability to operate in a complex digital and social environment, you become the connective tissue that helps safeguard an organization’s credibility and long-term resilience.

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.

Canadian Public Relations Society (CPRS) Toronto Announces Winners of the 2026 ACE Awards

Chevrolet Canada and Weber Shandwick win Best in Show; Edery & Lord Communications/Target/ Newfoundland and Labrador Tourism’s ‘Hello Humpback’ and White Ribbon/Narrative XPR’s ‘My Friend Max Hate’ tie for Best Creative Campaign of the Year

TORONTO, May 1, 2026 – The Canadian Public Relations Society (CPRS) Toronto Chapter has announced the winners of the 2026 annual ACE Awards. The awards celebrate the industry’s top communicators and public relations programs and campaigns from the past year.

The ACE Awards Gala was held last night at The Carlu in Toronto. A total of 42 gold, 47 silver, and 41 bronze trophies were presented to a variety of PR professionals, agencies, corporations, students and not-for-profits from the Greater Toronto Area.

Congratulations to every winner of the 2026 ACE Awards,” said Erin Griffin, Co-President of the CPRS Toronto Chapter. “As the largest chapter in the country, we received entries that showcased some of the most creative and impactful communications work of the past year. These winners represent the best of our profession. Seeing them celebrated in a room full of their peers was a true honour.”

The ACE Awards showcase creativity, innovation and impact within the public relations and communications industry. They recognize excellence across categories such as media relations, brand development, social and digital, healthcare, community relations, and more.

” These awards are only possible because of the people behind the scenes,” CPRS Toronto Co-President Andrea Chrysanthou. “I’m so grateful to our Board of Directors and the volunteers who gave their time and energy to make these awards a success. I also want to thank our sponsors: The Canadian Press, the National Payroll Institute, Fitzroy, Craft Public Relations, and Business Wire. Their support makes it possible for us to keep celebrating the outstanding communicators in our region.”

CPRS Toronto would like to congratulate the following winners for their commitment to professional excellence:

The 2026 ACE Award recipients included:

Best in Show
Chevrolet Canada and Weber Shandwick: Chevrolet High IQ Baseball Fan Campaign

Best Creative Campaign
• Edery & Lord Communications and Target, Newfoundland and Labrador Tourism: Hello Humpback
• White Ribbon and Narrative XPR: My Friend Max Hate

Best CSR or Cause-Related Campaign
• Agnostic & Sinai Health Foundation: Hot & Bothered – Gold
• ChangeMakers and Save the Children: Recipes of Joy – Gold
• Edery & Lord Communications and Target, Newfoundland and Labrador Tourism: Hello Humpback – Gold
• White Ribbon and Narrative XPR: My Friend Max Hate – Gold
• Agnostic & Terry Fox Foundation: Finish It – Silver
• ChangeMakers and Black Women’s Institute for Health: Voices Unheard – Silver
• Craft Public Relations: Firehouse Subs Touch-The-Truck – Silver
• DoorDash x ruckus Digital: Black Food Energy: 2025 – Silver
• EQ Bank and Earnscliffe: The RDSP Campaign – Silver
• Sid Lee, YPR & Panoply Media: Man’s True Best Friend – Silver
• Agnostic & Canadian Blood Services: Who’s Saving Who – Bronze
• DAYO Media & Communications Inc. + Black Women’s Institute for Health: Voices UnHeard 2024 – Bronze

Best Social Media Campaign and/or Best Use of Influencers
• McDonald’s Canada x Weber Shandwick: The 30th Anniversary of the McFlurry – Gold
• Astellas Canada x Weber Shandwick: #HotTakes Influencer Campaign – Silver
• Craft Public Relations x PENN.: PENN. Gals Resort – Silver
• Enbridge Gas with Burson Canada: Thermostat Wars and Backyard Play – Silver
• Purolator x Talk Shop: Delivering Cheer – Silver
• DoorDash Canada x ruckus Digital: Made by Women – Bronze
• Edelman Canada and Breast Cancer Canada: Beyond One Size – Bronze
• KFC Canada and Narrative XPR: KFC Pickled Menu – Bronze
• Mastercard Canada x Weber Shandwick: Mastercard Putting Fans in Pole Position – Bronze
• McDonald’s Canada x Weber Shandwick: International Menu Heist – Bronze

Best Use of Media Relations (Over $50,000)
• EQ Bank and Earnscliffe: The RDSP Campaign – Gold
• LABOUR: AutoTrader PR: Leading With Insight – Gold
• Royal LePage with Burson Canada: Royal LePage Research & Media Relations – Gold
• Strategic Objectives & Amazon Canada: Alexa+ Canadian Launch – Gold
• Agnostic & Metro Inc.: Metro Merrier Mornings – Silver
• The Coca-Cola Company Canada x Weber Shandwick: Canada’s Kindest Community – Silver
• Air Canada x Weber Shandwick: Air Canada’s Best New Restaurants – Bronze
• Coors Light with Zeno Group Canada: Case of the Mondays – Bronze
• Walmart Canada x APEX PR: 2025 Walmart Canada Back-to-School – Bronze

Best Use of Media Relations (Under $50,000)
• Craft Public Relations x The Royal Agricultural Winter Fair: The 2025 Royal Agricultural Winter Fair – Gold
• St. Clare’s and Earnscliffe: 1120 Ossington: Home for Good Campaign – Gold
• The Coca-Cola Company Canada x Weber Shandwick: Fuze Iced Tea Competitor Readiness – Gold
• Craft Public Relations: The Moosehead Presidential Pack – Silver
• FP Canada and Earnscliffe: FP Canada™ 2025 Financial Stress Index – Silver
• McDonald’s Canada x Weber Shandwick: McDavid’s – Silver
• Moneris & Proof Strategies: Tourism Dollars Shift Closer to Home – Silver
• Securian Canada and Earnscliffe: Newcomers’ Realities – Silver
• Agnostic & Boston Consulting Group (BCG): Tariff Rapid Response Program – Bronze
• Agnostic & Terry Fox Foundation: National Ride of Hope – Bronze
• Blue Cross and Earnscliffe: 2025 Blue Cross Travel Study – Bronze
• energi PR: World Smile Day 2025 – Bronze
• FlightHub and Earnscliffe: Unveiled – Bronze

Best Use of Special Events or Experiential Marketing
• Canada Dry: Keurig Dr Pepper Canada x Craft Public Relations: Canada Dry x Roots – Gold
• Agnostic & Kicking Horse Coffee: Blend Signs Tattoo Pop-Up – Gold
• Craft Public Relations: CYBEX Car Seat Safety Summit – Gold
• Craft Public Relations and DDMG: Reese’s Cabane à Caramel – Gold
• Craft Public Relations x Reese’s: The Launch of Reese’s + Nougat – Gold
• Craft Public Relations x Tim Hortons: Tim Hortons Holiday Workshop – Gold
• Google Canada and Burson Canada: Year in Search 2025 – Gold
• Pets Plus Us x Weber Shandwick Canada: Reclaim the Skies – Gold
• Tim Hortons x Craft Public Relations: Tims Rewards Steps Up to the Plate – Gold
• ZWILLING x APEX PR: ZWILLING Holiday Hosting Masterclass – Gold
• Craft Public Relations: Popeyes x Hot Ones – Silver
• Craft Public Relations x PENN.: PENN. Gals Resort – Silver
• Craft Public Relations x Tim Hortons: Tim Hortons Roll Up To Win Event – Silver
• Craft Public Relations x Twisted Tea: Twisted Tea x YQM Experience – Silver
• Faulhaber: Levi’s L’Hotel Bleu – Silver
• Strategic Objectives & Amazon Canada: Alexa+ Canadian Launch – Silver
• Walmart Canada x APEX PR: 2025 Walmart Canada Fall Fashion – Silver
• Agnostic & Metro Inc.: Shine A Light 2.0 – Bronze
• Canadian Tire Brand Communications: A Very Merry Canadian Tire Christmas – Bronze
• Craft Public Relations: Toni Fifi. x Reitmans Launch Event – Bronze
• Craft Public Relations x Tim Hortons: Tim Hortons Protein Latte – Bronze
• Craft Public Relations x Tim Hortons: Barbie Hockey Dream House – Bronze
• Strategic Objectives & Kia Canada: Embrace Electric – Kia Canada EV5 Launch – Bronze
• Nike Canada and Narrative XPR: Nike Play Grounds – Bronze
• YPR: Toronto C-Suite Marketing Summit – Bronze

Brand Development Campaign of the Year
• Petro-Canada and Veritas Communications Inc.: Live by the Leaf Index – Gold
• Craft Public Relations: Canada Dry x Roots – Silver
• Think Turkey with Zeno Group Canada: You Train. You Turkey. – Bronze

Canadian Diversity, Equity, and Inclusion Campaign of the Year
• Mastercard Canada x Weber Shandwick: Touch Card by Mastercard – Silver
• The Coca-Cola Company Canada x Weber Shandwick: Balikbayan Magic – Silver

Community Relations Campaign of the Year
• HomeEquity Bank x Weber Shandwick: Furever Homes – Gold
• CATIE with Burson Canada: Anti-Stigma Toolkit and Training – Bronze

Crisis or Issues Management Campaign of the Year
• Craft Public Relations x Moosehead Breweries: The Last Bottle – Silver
• Visit California with Zeno Group Canada: California Loves Canada – Bronze

Digital Communications Campaign of the Year
• Chevrolet Canada and Weber Shandwick Canada: Chevrolet High IQ Baseball Fan Campaign – Gold
• Craft Public Relations x Moosehead Breweries: The Last Bottle – Gold
• Edery & Lord Communications and Target, Newfoundland and Labrador Tourism: Hello Humpback – Gold
• Craft Public Relations x Truly Hard Seltzer: Canada’s Next Great Hockey Creator – Silver
• ruckus Digital: The Dash-elor – Silver
• Enbridge Gas with Burson Canada: Call Before You Dig – Bronze
• ruckus Digital: The DoorDash Chef Series – Bronze

Employee Engagement / Internal Communications Campaign of the Year
• Whitby Communications and Creative Services Team: Town of Whitby Corporate Intranet Launch – Gold
• Whitby Communications and Creative Services Team: Transition to Workday for HR – Silver
• Bimbo Canada with Zeno Group Canada: The Hourly Associate Connection – Bronze

Government Relations/Public Affairs Campaign of the Year
• Agnostic & Coinbase: Coinbase Canada Stablecoin Advocacy – Gold

Best Use of Artificial Intelligence in a PR Campaign
• Edery & Lord Communications and Target, Newfoundland and Labrador Tourism: Hello Humpback – Gold

Marketing Communications Campaign of the Year
• Air Canada x Weber Shandwick: The Air Canada Bucket List Hat – Gold
• Craft Public Relations: Your First Crush, All Grown Up – Gold
• Faulhaber: Stone Eagle Winery Launch – Gold
• McDonald’s Canada x Weber Shandwick: McDavid’s – Gold
• McDonald’s Canada x Weber Shandwick: The 30th Anniversary of the McFlurry – Gold
• ruckus Digital: The Dash-elor – Gold
• Turkey Farmers of Canada with Zeno Group Canada: You Train. You Turkey. – Silver
• The Coca-Cola Company Canada x Weber Shandwick: Fuze Iced Tea: It’s The Flavour – Silver
• Craft Public Relations x Moosehead Breweries: The Moosehead Presidential Pack – Silver
• Ontario Lottery and Gaming Corporation (OLG) x Weber Shandwick: OLG’s 50th Anniversary – Silver
• Subway Canada and Veritas Communications: Subway Canada Power Bowls Launch – Silver
• Walmart Canada x APEX PR: 2025 Walmart Canada Fraîche Collection – Silver
• LABOUR: Delta Bingo Flagship Grand Opening – Bronze
• LABOUR: WeRPN Membership Campaign – Bronze
• McDonald’s Canada x Weber Shandwick: Shania Twain All Dressed Up – Bronze
• Mucinex x Talk Shop Media and Cleansheet Communications: From Coast to Congested Coast – Bronze
• Visit California with Zeno Group Canada: California Loves Canada – Bronze

New Product or Service Launch Campaign of the Year
• Craft Public Relations: The CYBEX e-Gazelle Test Drive – Gold
• Craft Public Relations: Your First Crush, All Grown Up – Gold
• McDonald’s Canada x Weber Shandwick: McVeggie – Gold
• North Strategic: Suprema: The Opera for Aficionadoughs – Gold
• The Coca-Cola Company Canada x Weber Shandwick: Fuze Iced Tea: It’s The Flavour – Gold
• TRESemmé Canada and Weber Shandwick Canada: TRESemmé Lamellar Gloss Launch – Gold
• Agnostic & Metro Inc.: Moi Rewards Ontario Launch – Silver
• Craft Public Relations: CYBEX Car Seat Safety Summit – Silver
• Craft Public Relations: Popeyes x Hot Ones – Silver
• Craft Public Relations x Reese’s: The Launch of Reese’s + Nougat – Silver
• Whitby Communications and Creative Services Team: Town of Whitby Corporate Intranet Launch – Silver
• Kraft Heinz and Taco Bell with Zeno Group Canada: Bring Home the Bell – Bronze
• Whitby Communications and Creative Services Team: Transition to Workday for HR – Bronze
• McDonald’s Canada x Weber Shandwick: Shania Twain All Dressed Up – Bronze
• Mondelez Canada x APEX PR: Selena Gomez x OREO: Limited Edition – Bronze Strategic Objectives & Amazon Canada: Alexa+ Canadian Launch – Bronze

Student Public Relations Communications Plan of the Year
• Marya Kalra, Izabela Zubek: Chek-It-Off with Sportchek – Silver
• Olamipo Ogunnote: Echoes From An Elephant Campaign – Silver
• Zoe Bernard, Triona Curran, Bridgette Paisley, Emily Sevcik, Hanna Sproat, Khalil Tuff: KRWND Jewelry – Silver
• Tu (Lucy) Luc, Rona Apsari, Marya Kalra, Tanishk Srivastava, Aneta Kula, Polina Vasylkova, Jasleen Jheeta, Teaghan McGivery-Adams, Trishelle Dotson: Kick Off the Season with Jolly Ass – Silver
• Esmahan Nor and Tu (Lucy) Luc: We Run The North with SportChek – Silver
• Patrycja Solarczyk, Gabriella Francis, Ilhan Sayid: A Love That Lasts with Revlon – Bronze
• Wisdom Adeola Yusuf, Vic Johnson, Ava Carrigan, Fernando Bossoes: One Madawaska – Bronze

Leadership Awards
• New PR Professional of the Year – Olami Ogunnote
• Lois Marsh Award – Samiha Fariha
• PR Student of the Year – Lucy Luc

For more information, please contact:
Andrea Chrysanthou, APR
Co-President, CPRS Toronto
andrea@amplifyonline.ca
416-797-8194

Download the Press Release here

Co-Presidents Message

With so much happening in the world around us, many of us have found ourselves reflecting on what it means to call Canada home. We are grateful, not only to live in this remarkable country, but also to belong to a community that shares our values, our ideals, and our belief in the power of communication. As members of CPRS Toronto, we are united by both our profession and our pride in being Canadian.

CPRS is, at its core, a uniquely Canadian institution. Since its founding in 1948, the Canadian Public Relations Society has been the first and leading organization dedicated to representing our profession in this country. For more than seven decades, CPRS has championed Canadian public relations professionals and advanced the standards, ethics, and practices that shape our work today.

Thank you for choosing to be a member of CPRS Toronto. Your membership reflects a shared belief in the strength of our industry and a commitment to being part of a community that helps our profession grow, evolve, and thrive. It signals that you believe in the values we hold dear—collaboration, integrity, respect, and the uniquely Canadian spirit of supporting one another.

It’s with those values in mind that our Board selected Canadiana as the theme for this year’s CPRS Toronto ACE Awards. We remain focused on the needs of our members and the future of our profession. Canadiana allows us to celebrate not only the outstanding work of our colleagues, but also the principles that define us: fairness, equity, inclusion, freedom of expression, and our shared commitment to standing up for what’s right.

The ACE Awards will be a night to honour the excellence of our industry and to celebrate what unites us as Canadians. We hope you will join us for an evening that showcases our talent, reflects our pride, and reminds us why we remain “north, strong, and free.”

Thank you once again for being part of CPRS Toronto.

Together…WE ARE CANADIAN.

Sincerely,

Andrea Chrysanthou, APR & Erin Griffin
Co-Presidents, CPRS Toronto

2026 Is the New 2016: A Practical Study of the Viral Video Trend and What It Means for Digital Storytelling

By Lucy Luc

The phrase “2026 is the new 2016” has moved beyond a casual internet expression and into a recognizable cultural trend. It reflects how people are revisiting a specific moment in digital history while also redefining how content is created and shared today. Across platforms such as TikTok and Instagram, users are engaging with throwback aesthetics, familiar sounds, and content styles that resemble the online environment of 2016.

This trend is not simply about nostalgia. It is closely tied to how audiences experience content, how they respond to authenticity, and how viral moments continue to emerge in a constantly evolving digital space. For public relations and communication professionals, it offers a practical example of how cultural memory, user behavior, and platform dynamics intersect.

Understanding the Origins of the Trend

The “2026 is the new 2016” trend began circulating widely at the end of 2025 and gained traction at the start of 2026. It was sparked by users sharing throwback content that reflected personal memories from 2016, alongside broader references to internet culture from that time. These posts often included visual elements such as early smartphone photography, casual selfies, and filters that were widely used during that period.

The trend spread rapidly because it resonated with a shared sentiment. Many users associate 2016 with a time when social media felt more personal and less influenced by performance metrics. This perception encouraged others to participate by revisiting their own memories, contributing to a growing collection of user-generated content that reinforced the trend’s visibility.

Nostalgia as a Driver of Engagement

Nostalgia plays a central role in the popularity of this trend. It is a psychological response that connects individuals to past experiences, often highlighting moments that feel meaningful or emotionally significant. In the context of social media, nostalgia becomes a powerful motivator for content creation and sharing.

When users post throwback videos or images, they are not only revisiting the past but also interpreting it through a present-day perspective. This combination of reflection and reinterpretation helps create content that feels personal and relatable. As a result, audiences are more likely to engage with posts that evoke familiarity, whether through visuals, music, or cultural references.

Songs from 2016 are frequently used as background audio in these posts. Tracks such as “Starboy” by The Weeknd and “Love Yourself” by Justin Bieber help reinforce the emotional connection to that time period. Audio serves as a trigger for memory, enhancing the overall impact of the content.

The Role of Viral Videos in 2016 Culture

Viral videos in 2016 were often characterized by their simplicity and accessibility. Content did not require advanced production techniques or complex editing to gain attention. Instead, relatability and timing played a significant role in determining whether a video would spread.

Examples from that era include challenge-based content such as the Mannequin Challenge and the Water Bottle Flip Challenge. These formats encouraged participation, allowing users to recreate and share their own versions. This participatory nature contributed to the rapid spread of content, as each new contribution added to the overall trend.

Public figures such as Kendall Jenner and Hailey Bieber were also part of the broader cultural landscape at the time, helping to amplify trends through their own social media presence. Their involvement demonstrated how viral content can move between everyday users and public personalities, creating a shared digital experience.

The Evolution of Social Media Behavior

Over time, social media platforms have introduced features that influence how content is created and consumed. Algorithm-driven feeds, monetization opportunities, and creator tools have changed the incentives behind posting content. While these developments have expanded creative possibilities, they have also shaped user behavior in ways that prioritize engagement metrics.

As a result, content today is often designed with performance in mind. Hooks, pacing, captions, and visuals are carefully considered to maximize visibility. In contrast, content from 2016 was less influenced by these factors, allowing for a more casual approach to posting.

The current trend reflects a response to this shift. Users are revisiting older styles of content creation that emphasize spontaneity and personal expression. This does not indicate a rejection of modern platforms, but rather a renewed appreciation for content that feels natural and less structured.

Visual and Aesthetic Characteristics of the Trend

The “2016 aesthetic” has become a recognizable element of the trend. It includes specific visual cues such as oversaturated colors, grainy textures, and filters that were popular on platforms like Instagram during that time. Common features include casual selfies, candid moments, and minimal editing styles.

These visual elements contribute to the sense of authenticity that audiences associate with the trend. Unlike highly produced content, these visuals appear more approachable and relatable. They reflect everyday experiences rather than curated highlights, which helps explain why they resonate with viewers.

The aesthetic also extends to fashion and personal style. Clothing trends from 2016, including chokers, skinny jeans, and festival-inspired outfits, are frequently referenced in throwback posts. These details help situate content within a specific cultural context, reinforcing the connection to the original time period.

Participation and Community Engagement

One of the defining characteristics of viral trends is participation. The “2026 is the new 2016” trend encourages users to contribute their own content, whether by sharing old photos, recreating past styles, or producing new videos inspired by the aesthetic.

Platforms such as TikTok support this type of engagement through features that allow users to remix content, respond to trends, and interact with others. This participatory structure plays a key role in how trends grow and sustain momentum.

Public figures have also contributed to the trend’s visibility. When individuals like Charlie Puth share content that references earlier years, it encourages audiences to engage with the trend in similar ways. This interaction between creators and audiences helps maintain a cycle of content creation and sharing.

Cultural Context Behind the Trend

The popularity of this trend is influenced by broader cultural and social factors. Many users associate 2016 with a period that felt less complex in terms of online interaction. Social media was used primarily for sharing moments with friends and communities, rather than for content distribution at scale.

At the same time, 2016 was a significant year in global culture, with major events, music releases, and digital trends shaping the online environment. The rise of early influencer culture, the growth of short-form video, and the emergence of viral challenges all contributed to the foundation of modern social media behavior.

The current trend reflects how users interpret that period through a contemporary lens. It combines memory with reinterpretation, creating a shared narrative that evolves as more people participate.

Implications for Public Relations and Digital Communication

For professionals in public relations and communication, this trend offers practical insights into audience behavior and content strategy. It highlights the importance of understanding cultural context when creating messaging that resonates with audiences.

Authenticity remains a key factor in engagement. Content that feels genuine and relatable is more likely to capture attention than content that appears overly produced or disconnected from audience experiences. This does not mean abandoning quality, but rather balancing production with relatability.

The trend also demonstrates the value of storytelling. Viral videos often succeed because they communicate a clear idea or emotion in a concise format. Whether through visuals, sound, or narrative structure, effective content connects with audiences on a human level.

Participation is another important consideration. Content that invites interaction, response, or reinterpretation tends to perform well because it encourages audiences to become part of the experience. This participatory element is central to how trends develop and spread across platforms.

Conclusion

The “2026 is the new 2016” trend provides a practical example of how viral content emerges and evolves in a digital environment. It reflects a combination of nostalgia, cultural memory, and shifting audience expectations. As users revisit the styles and behaviors of earlier social media eras, they are also redefining what they value in content today.

For Viral Video Day, this trend reinforces a simple but important idea. Viral moments are not only shaped by technology or algorithms, but by people. When content resonates with shared experiences and emotions, it has the potential to spread widely and influence culture.

In a landscape where platforms continue to evolve, the fundamentals of storytelling remain consistent. Clear ideas, relatable moments, and genuine expression continue to form the foundation of content that connects. The resurgence of 2016 inspired content is a reminder that while formats may change, the human element behind viral video culture remains constant.

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.