NEW PERSPECTIVES

Beyond Greenwashing: Communicating Sustainability with Credibility

By Anmol Harjani

April 22 is widely recognized as Earth Day, a global call to action for environmental responsibility and sustainability. As organizations respond to this growing priority, the way they communicate their efforts has become just as important as the actions themselves.

Sustainability is no longer a differentiator, it is an expectation.

As organizations increasingly position themselves around environmental and social responsibility, audiences have become more critical, more informed, and less forgiving of vague or exaggerated claims.

This has made sustainability communication one of the most complex areas for communication professionals today.

The risk is not just being overlooked, it is being questioned.

Greenwashing, whether intentional or not, can significantly damage credibility. And in a landscape where trust is already fragile, rebuilding it is far more difficult than maintaining it.

Effective sustainability communication starts with alignment between action and messaging.

If communication moves faster than actual progress, it creates a credibility gap.

Audiences today are looking for:

• Specific commitments
• Measurable outcomes
• Transparent reporting on progress

In Canada, regulatory frameworks and increased focus on ESG (Environmental, Social, Governance) standards have made transparency not just advisable, but necessary.

Organizations that communicate sustainability effectively tend to focus on clarity over amplification.

Instead of broad claims like “we are committed to sustainability,” they communicate:

• What exactly they are doing
• Why it matters
• What progress has been made

Another critical element is acknowledging imperfection.

No organization has fully “solved” sustainability. Communicating ongoing efforts, challenges, and areas for improvement can actually strengthen credibility.

Storytelling also plays a key role but it must be grounded in reality.

Highlighting employee initiatives, community impact, or operational changes can make sustainability tangible, but these stories must be backed by substance.

Key Takeaways

• Credibility in sustainability communication depends on alignment with action
• Specificity builds trust; vague claims erode it
• Transparency, including challenges, strengthens authenticity
• Regulatory and audience expectations in Canada continue to evolve
• Storytelling should support facts, not replace them

At CPRS Toronto, we recognize the growing importance of credible and transparent communication in advancing sustainability efforts across organizations.

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.

Purpose-Driven Communication, Engaging Communities Through Volunteer Storytelling

By Anmol Harjani

April 20 is observed as Volunteer Recognition Day, a time to acknowledge the contributions of individuals who support communities through service. For organizations, it also presents an opportunity to communicate purpose and impact through meaningful storytelling.

Volunteerism is often seen as an act of service but in communication, it is also a powerful narrative.

For organizations, volunteer initiatives offer more than community impact. They provide an opportunity to communicate purpose in a way that is tangible, human, and relatable.

But the impact of these initiatives depends largely on how they are communicated.

Too often, volunteer communication is reduced to announcements like what was done, where, and by whom.

What’s missing is the story.

Effective volunteer storytelling focuses not just on activity, but on impact.

It answers:

• Who was affected?
• What changed?
• Why does it matter?

For communication professionals, this requires a shift from reporting to storytelling.

This includes capturing:

• Personal experiences of volunteers
• Community perspectives
• Measurable outcomes of initiatives

In Canada, where community engagement plays a significant role in organizational reputation, authentic storytelling can strengthen both internal culture and external perception.

Another important aspect is continuity.

Volunteer communication should not be limited to a single post or event recap. Ongoing storytelling helps build a narrative of sustained commitment, rather than one-time participation.

It also creates opportunities for employee engagement, encouraging more individuals to participate and share their experiences.

Visual storytelling through images and short-form video can further enhance impact, making stories more accessible and engaging.

At the same time, authenticity remains key.

Overly polished or overly promotional storytelling can reduce credibility. The most effective stories are those that feel real, grounded, and reflective of genuine impact.

Strategic Actions

• Focus on impact, not just activity
• Capture diverse perspectives, including community voices
• Build ongoing narratives around volunteer initiatives
• Use visual content to enhance storytelling
• Maintain authenticity in tone and representation

At CPRS Toronto, our work is driven by a community of dedicated volunteers who contribute their time, expertise, and perspective to advance the profession. Their efforts play a vital role in shaping meaningful initiatives, strengthening industry connections, and supporting ongoing learning.

For those looking to get more involved and contribute to a growing community of communication professionals, opportunities to volunteer with CPRS Toronto are always evolving. You can express your interest by reaching out at communications@cprstoronto.com.

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.

Strategic Conversations Driving Meaningful Dialogue That Matters

By Anmol Harjani

April 17 marks the International Day of Conversations That Matter, emphasizing the importance of meaningful dialogue in driving understanding and change. In professional environments, these conversations play a critical role in shaping relationships, decisions, and outcomes.

Not all communication creates impact. Some messages inform, others engage but only a few truly influence.

What sets those apart is not just what is said, but how conversations are designed.

For communication professionals, the ability to facilitate meaningful dialogue is becoming increasingly critical, especially in environments where stakeholders expect transparency, inclusion, and accountability.

Strategic conversations are not reactive. They are intentional.

They are built around understanding:

• Who needs to be part of the conversation
• What the desired outcome is
• How the message should evolve based on response

In today’s landscape, audiences are no longer passive recipients. They expect interaction. They expect to be heard.

This is particularly evident in areas such as:

• Organizational change
• Public consultations
• Community engagement initiatives

In Canada, where stakeholder engagement often involves diverse and multicultural audiences, communication must be both inclusive and adaptive.

One of the key shifts is moving from broadcast communication to dialogue-based communication.

This means creating space for feedback and not just collecting it, but responding to it in a way that demonstrates it has been considered.

It also requires communication professionals to act as facilitators, not just messengers.

Another important aspect is timing.

Meaningful conversations are often lost when communication is either too late or too controlled. Early engagement, even when all answers are not available, can build credibility and reduce resistance.

Technology has made dialogue easier but not necessarily more effective.

True strategic conversations require:

• Clear framing of issues
• Active listening
• Willingness to adapt messaging

Strategic Actions

• Identify key stakeholders early in the communication process
• Define clear objectives for each conversation
• Create structured opportunities for feedback and dialogue
• Ensure responses reflect input received
• Train leaders to engage, not just inform

At CPRS Toronto, we continue to explore how communication professionals can lead conversations that are not only informative, but transformative.

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.

Finding Your Organizational Voice: Why Consistency Builds Authority

By Anmol Harjani

April 16 is celebrated as World Voice Day, a reminder of the power and impact of how we express ourselves. For organizations, this extends beyond spoken communication to the development of a consistent and recognizable voice across all channels.

Every organization communicates. But not every organization is understood.

In a crowded communication landscape, where audiences are exposed to thousands of messages daily, consistency in voice is what separates recognition from noise.

An organization’s voice is not just about tone, it is about identity. It reflects values, priorities, and personality across every touchpoint, from social media to leadership messaging.

Yet, one of the most common challenges organizations face is fragmentation.

Different teams, different channels, different priorities resulting in messaging that feels inconsistent, disconnected, and at times, contradictory.

For communication professionals, building a strong organizational voice is less about creativity and more about alignment.

Consistency does not mean repetition. It means coherence.

A well-defined voice ensures that whether a message is coming from marketing, leadership, or internal communications, it feels like it belongs to the same organization.

This becomes especially important in high-stakes moments like crisis communication, major announcements, or brand repositioning, where inconsistency can dilute credibility.

Developing a strong organizational voice starts with clarity:

• What do we stand for?
• How do we want to be perceived?
• What tone reflects that identity?

From there, it requires codification & documenting voice principles in a way that teams can actually use.

Many organizations invest in brand guidelines, but often overlook practical application. The most effective communication teams translate voice into:

• Writing guidelines
• Messaging frameworks
• Real examples of “what good looks like”

Canadian organizations, particularly in sectors like public services and financial institutions, have increasingly focused on plain-language communication while maintaining authority and proving that clarity and professionalism can coexist.

Consistency also builds familiarity. And familiarity builds trust.

When audiences know what to expect from your communication, how it sounds, how it feels, they are more likely to engage with it.

Key Takeaways

• Organizational voice is a reflection of identity, not just tone
• Consistency creates recognition and credibility
• Alignment across teams is more important than isolated creativity
• Voice guidelines must be practical, not theoretical
• Clear, human communication strengthens audience connection

At CPRS Toronto, we emphasize the importance of consistent and purposeful communication in building strong, recognizable organizational identities.

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.

The Remote Communication Shift: Leading and Influencing in Distributed Teams

By Anmol Harjani

April 10 is observed as Global Work From Home Day, reflecting the growing shift toward remote and hybrid work environments. As workplaces evolve, so does the role of communication in maintaining alignment, engagement, and leadership visibility across distributed teams.

The shift to remote and hybrid work didn’t just change where we work, it fundamentally changed how communication is interpreted.

In distributed environments, visibility is no longer physical. Leadership presence is no longer about being seen in a room, but about being felt through communication. And that shift has exposed a gap many organizations are still trying to close.

For communication professionals, the challenge is not just enabling information flow, but shaping how leadership shows up, how culture is maintained, and how engagement is sustained; without proximity.

One of the most noticeable shifts in remote work is the increased reliance on written communication. Messages that were once supported by tone, body language, or immediate clarification now stand alone. This makes clarity, intent, and tone more critical than ever.

A short, rushed message can be perceived as dismissive. Silence can be interpreted as disengagement. Overcommunication, on the other hand, can lead to fatigue.

The balance lies in intentional communication design.

Effective remote communication starts with redefining leadership visibility. Leaders who communicate consistently through regular updates, clear direction, and transparent thinking, create a sense of stability, even in distributed teams.

It also requires a shift from reactive communication to structured communication. Instead of constant back-and-forth, teams benefit from:

• Clearly defined communication channels
• Documented decisions
• Asynchronous updates that respect time zones and focus

Organizations across Canada have increasingly adopted structured internal communication systems, using tools not just for messaging, but for alignment and clarity.

Another critical factor is tone calibration. In the absence of non-verbal cues, tone carries more weight. Communication professionals play a key role in guiding organizations toward language that is:

• Clear but not abrupt
• Professional but not impersonal
• Direct but still human

The most effective remote-first organizations have also recognized the importance of intentional culture communication. Culture no longer happens organically, it must be communicated deliberately.

This includes:

• Recognizing achievements publicly
• Sharing team wins
• Creating space for informal interaction

These are not “nice-to-haves” but they are essential for engagement and retention.

Strategic Actions

• Design communication systems, not just messages
• Establish clear expectations around response times and channels
• Guide leadership on visibility through consistent communication
• Audit tone across internal communication for clarity and warmth
• Build intentional moments for culture and recognition

At CPRS Toronto, we continue to explore how communication practices are evolving in response to changing workplace dynamics, and how professionals can lead with clarity in distributed environments.

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.

Communicating Public Health: How Messaging Shapes Trust in a Crisis

By Anmol Harjani

April 7 is recognized as World Health Day, a global observance that highlights pressing public health priorities and the systems that support them. In today’s information landscape, these priorities are not only shaped by policy and science, but also by how effectively they are communicated.

In moments of crisis, information moves faster than verification. During public health emergencies, communication is no longer just about sharing updates, it becomes the foundation of public trust.

From evolving guidelines to conflicting narratives across platforms, audiences today are not just consuming information. They are questioning it, comparing it, and deciding whether to believe it.

For communication professionals, this creates a critical challenge: how do you build trust when certainty itself is evolving?

Trust Is Built in the Grey Areas

Public health communication is rarely black and white. Scientific understanding evolves, policies shift, and timelines change. Yet audiences expect clarity, consistency, and confidence.

The gap between what is known and what is communicated is where trust is either built or broken.

Research and real-world case studies from recent global health events show a clear pattern:

• Transparency outperforms perfection
• Consistency outweighs frequency
• Empathy drives engagement more than authority

For Canadian organizations, where public institutions are generally trusted but increasingly scrutinized, communication must strike a balance between credibility and relatability.

The 4 Pillars of Effective Public Health Communication

1. Clarity Over Complexity

Avoid overloading audiences with technical language. Translate complexity into accessible, actionable messaging.

👉 Instead of: “Transmission rates are subject to epidemiological variability”
👉 Say: “Risk levels may change as we learn more.”

2. Consistency Across Channels

Mixed messages across platforms erode trust quickly. Align internal teams to ensure messaging is unified across:

• Social media
• Press releases
• Leadership communication

Consistency signals reliability.

3. Context Matters

Data without context can create panic or misunderstanding. Always answer:

• What does this mean?
• Why does it matter now?
• What should people do next?

4. Empathy as Strategy

Acknowledging uncertainty does not weaken authority, rather it strengthens it.

Statements like:
“We understand this is frustrating as guidance continues to evolve”
can significantly improve audience perception and engagement.

Lessons from Recent Public Health Communication

🇨🇦 Canadian Public Health Messaging

Canadian public health agencies have increasingly adopted plain-language communication, making updates more accessible to diverse populations.

Clear dashboards, localized updates, and multilingual resources helped bridge communication gaps.

🏢 Organizational Communication During Health Crises

Many organizations shifted from formal corporate tone to human-centered messaging, especially when communicating:

• Workplace safety updates
• Remote work transitions
• Employee well-being initiatives

This shift reinforced internal trust and strengthened employer branding.

Key Takeaways

• Trust is not built through certainty, but through transparency and clarity
• Communication professionals must simplify without oversimplifying
• Consistency across channels is critical to maintaining credibility
• Empathy is not optional, it is a strategic tool
• Context transforms information into meaningful guidance

At CPRS Toronto, we recognize the evolving role of communication in shaping public understanding, especially in moments where clarity and trust are essential.

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.

AdTech Day Insights with Category Communications: Why PR Is Evolving Faster in the Age of AI

By Lucy Luc

Technology is changing the way we work, communicate, and tell stories. Businesses that embrace digital tools are seeing real results, with productivity increasing by 29 percent and every dollar invested generating $1.60 in return. Generative AI alone can save more than an hour a day, creating new opportunities for businesses to grow and stay competitive.

As these changes continue to shape industries, public relations is also evolving. The way people search for information, discover brands, and build trust is no longer the same.

At AdTech Day, these conversations come to life. To explore what this shift means for PR, Lucy connected with Chantel Cassar, Co-Founder of Category Communications, to learn how her agency is adapting to an AI driven landscape and what this means for the future of storytelling.

1. Chantel Cassar’s and Category Communications

I’m the Co-Founder of Category Communications, a PR agency working with changemaking companies across tech, real estate, and finance. We help brands translate complex ideas into stories that earn attention, build authority, and drive real business outcomes, especially in an AI-driven landscape.

What makes our approach different is that we build modern PR strategies rooted in Answer Engine Optimization (AEO), helping brands show up where consumers are actually searching today.

2. AI is transforming how brands are discovered and consumed. How has your approach to PR at Category Communications adapted to this shift, and what role does Answer Engine Optimization (AEO) play in helping brands stand out today?

I truly believe this is one of the most exciting times to be working in PR.

AI has fundamentally changed how brands are discovered and how we operate as PR professionals.

This is the biggest shift in marketing and consumer behaviour we’ve seen in over 15 years, and it’s giving us the opportunity to write a new playbook.

People aren’t just Googling anymore. They’re asking ChatGPT, Perplexity, and other AI tools direct questions — and those tools are pulling from trusted, authoritative sources. Research shows that 89% of links cited in AI-generated answers come from earned media, which means PR is no longer just about reach, it’s about influencing the answers themselves.

At Category, we’ve shifted our approach to ensure clients aren’t just getting coverage, but achieving what we call “answer ownership”, being consistently referenced in the questions their audiences are asking.

PR plays a critical role here. It’s about showing up in the sources AI pulls from — credible media, expert commentary, and structured thought leadership.

This also requires alignment across owned content. That means clear, machine-readable website copy, structured FAQs, and consistent messaging across channels — alongside ongoing media coverage, especially within key industry publications.

3. Brand authority today requires a cohesive story across multiple channels. Can you share an example of a campaign where multi-channel storytelling made a real impact on visibility or engagement?

The most effective PR today doesn’t live in one channel — it compounds across many.

At Category, we often use data as the foundation for storytelling. One example is a campaign we led for a proptech client, where we developed a proprietary report based on Canadian consumer insights.

That report became the backbone of a multi-channel strategy, including:

• A dedicated landing page to house the data and narratives (supporting SEO and AEO through backlinks)
• Owned content and social amplification
• National and regional media coverage across print, online and broadcast
• Executive LinkedIn thought leadership

Because the story was cohesive and rooted in original data, it travelled. It generated top-tier media coverage, strong engagement across channels, and meaningful inbound interest from partners and customers.

The takeaway is simple: a strong core narrative (ideally backed with data), executed across the right channels, creates momentum that no single tactic can achieve.

4. Category Communications has grown from 2 to 15 team members in just two years. What strategies have helped you build a collaborative and innovative team, and what advice would you give aspiring PR students entering this evolving industry?

I’m really passionate about building collaborative, high-performing teams.

Two of our core values at Category are “Be Curious” and “Be Connected.” We never stop learning, and we stay deeply plugged into our industry, our clients, and the media landscape.

Practically, that looks like:

• Regular coffee chats with media
• Cross-team knowledge sharing
• Dedicated time for learning through lunch and learns
• Embracing new tools like AI
• Balancing strong processes with room for creativity

My advice to PR students is simple: stay curious and stay connected. Get involved in the PR community, attend events (CPRS hosts a lot of great ones!), and build relationships early. The more you learn from others, the stronger you’ll be.

5. With over 15 years of experience in PR and experiential marketing across tech, real estate, and finance, what are the most valuable lessons you’ve learned about crafting narratives that drive measurable business results?

Storytelling sits at the heart of everything we do.

It’s not just a PR skill — it’s a life skill. We use storytelling in media pitches, client conversations, sales decks, job interviews and more.

One of the most important questions we ask every client is: what’s your founding story?

Because people don’t connect with companies, they connect with people.

The strongest narratives are rooted in authenticity. That applies to brands, and it applies to individuals building their careers. When you’re starting out, focus on telling your story clearly and honestly. Be you. That’s what resonates.

The other lesson is that consistency builds authority. One headline is impactful, but sustained storytelling and what creates Category leadership. And sharing that story across multiple platforms (i.e. your Linkedin, blog, socials, etc.)

At its core, PR is about building trust, and that’s what great storytelling, done consistently, achieves. Trust is what ultimately delivers long term business results.

6. Earned media remains a critical factor for brand visibility, especially in an AI-driven landscape. How do you see its role evolving in the next 5 years, and which skills should emerging PR professionals focus on to stay ahead?

Earned media isn’t going away, it’s arguably more important than ever.

In the next 5 years, it will become even more valuable as a signal to both humans and machines that you’re worth trusting.

Brands can pay for ads or publish their own content, but third-party validation carries a level of credibility that can’t be manufactured.I’ve always loved the idea that advertising is what you say about yourself, and PR is what others say about you. That distinction is becoming even more powerful in the age of AI.

For emerging PR professionals, master the fundamentals:

• Strong storytelling and writing
• Relationship-building
• News judgment and cultural awareness
• Clear, concise communication

These fundamentals will never go out of style.

But the skillset is evolving. To stay ahead, you also need:

• An understanding of Answer Engine Optimization (AEO)
• Fluency with AI tools and prompting
• Adaptability as platforms and media continue to shift

The future of PR sits at the intersection of media, content, and AI systems.

Those who understand how those three work together will lead the industry.

Conclusion

As highlighted through Chantel’s insights, the future of PR lies at the intersection of storytelling, media, and technology. While tools and platforms continue to evolve, the core of the practice remains rooted in authenticity, consistency, and trust. For aspiring PR professionals, staying curious, adaptable, and connected will be key to navigating this shift.

Ultimately, as AI continues to shape how information is discovered and consumed, PR professionals are not just amplifying stories, they are helping shape the answers people find.

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.

Doug Ford’s OSAP Announcement: The PR Blunder That Angered Students

By Sanjeev Wignarajah

When the Ford Government announced major increase in funding for post-secondary institutions and froze a seven-year tuition hike. It was welcome news for colleges and universities. The Ford Government also announced changes to OSAP, such as dropping grants from 85 per cent to 25 per cent and increasing loans from 15 per cent to 75 per cent. Students were furious and they had a right to be. They organized school walkouts and protested at Queen’s Park to voice their frustration.

Here’s how the Ford Government should have handled this situation.

Stakeholder Engagement

The Ministry of Colleges & Universities should have consulted OSAP changes to students and student unions on how it would impact their studies. From a student’s perspective, navigating today’s economy is brutal, where youth unemployment is at an all-time high and landing a job after graduation is tough. They need 85 per cent of the grants to pay for school, books, and whatever money is left to support themselves.

While the ministry claims that the current funding model is unsustainable. They could have listened to students and student unions about their situation, heard their concerns, and further fixed policies that would benefit both students and post-secondary institutions.

Message Framing

When making announcements regarding post-secondary funding changes, it is important to introduce changes that will impact the livelihood of colleges and universities and their students. The minister should and must provide transparent reasons for the changes like the current OSAP funding model being unsustainable. They should back up the research through data, income levels, etc. As well as answering media questions on the recent changes.

Issue Preparedness

The communications team should have prepped their MPPs and constituents in response to the changes on why it was necessary. A lot of students were angered by the OSAP changes, and they had a right to be. Not just students but parents, too. The number of students voicing their frustration on social media.

There was an instance when three students spoke to their local MPP about the changes, which led to a viral yet tone deaf response from said MPP about ‘working hard, getting a job, and paying off OSAP in months.’ That didn’t sit well with the three students who said it’s harder for them to get ahead in life.

Transparency and Rationale

If the province was adamant in making changes, they should have done a lot of research on OSAP funding and how it actually works because it’s tied to the Federal Government in terms of funding student assistance. Given the number of factors, including the cost of living, the amount provinces spend on post-secondary education, employment numbers in different sectors, etc.

Final Bell

The upcoming academic year appears different as students either entering college or university or returning to the classroom are uncertain about their future, as the Ford Government made changes to OSAP.

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.

 

 

April is often associated with fresh perspectives and new momentum, a fitting backdrop for conversations about how communications professionals continue to adapt and grow in an increasingly complex landscape. For this month’s In Conversation With blog series, we connected with Rachael Wraith, Associate Vice President at Global Public Affairs, Canada’s leading government relations and strategic communications firm. With experience spanning municipal communications and agency-side consulting, Rachael brings a strategic, relationship-driven approach to navigating today’s fast-moving communications environment.

We spoke with Rachael about how the pace and complexity of public relations work have accelerated in recent years, the importance of helping organizations anticipate risk and communicate with clarity, and why curiosity and continuous learning remain essential for practitioners today. From the growing role of proactive crisis planning to the need for communicators to embrace emerging technologies like AI, here is what she had to share.

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

Since the pandemic, I’ve transitioned from in-house municipal communications to agency-side consulting. This has allowed me to broaden the landscape I work in while remaining anchored in strategic thinking, building strong relationships, and executing effectively.

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

The most significant change has been the accelerated pace and complexity of our work. Organizations now face intricate challenges, heightened transparency demands, and swift issue cycles. Consequently, my role has become vital in helping leaders anticipate risks, navigate uncertainty, and communicate with clarity and credibility.

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

In today’s digital age, where reputation is paramount and crises can emerge in an instant, organizations are prioritizing proactive crisis planning, real-time monitoring, and predictive tools. This shift towards social listening and proactive response strategies highlights the urgent need for PR practitioners to master situational awareness and innovative problem-solving to navigate today’s complex landscape effectively.

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

Stay curious, seek knowledge, and embrace new experiences. Our industry is ever-evolving, and continuous learning is essential. Challenge your thinking and broaden your perspective. With emerging technologies and shifting public expectations, adaptability is key. Understanding AI and exploring its potential will be crucial for enhancing your effectiveness as a communicator.

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.