NEW PERSPECTIVES

Vision Boards, Strategy, and the Power of Communication

By Anmol Harjani

January 10 is National Vision Board Day, a moment that highlights the value of clarity and intention, concepts that sit at the heart of effective communication strategy. While vision boards are often seen as personal or creative exercises, their core purpose is focus, something every PR professional relies on.

Every strong communication effort begins with a clear vision. What should audiences understand, feel, or do differently as a result of the work. Without that clarity, messaging becomes reactive. With it, communication becomes intentional and consistent.

In the Canadian PR landscape, vision plays an especially important role. Credibility and long term thinking tend to outweigh short term attention. A clear vision helps communicators align messages with values, audience expectations, and broader social context, ensuring consistency across channels and moments.

Vision also influences outcomes. What is repeatedly communicated shapes perception, and perception influences behaviour. When vision is paired with thoughtful execution, communication gains momentum. Without strategy, vision is just aspiration. Without vision, strategy lacks direction.

Ways to apply vision thinking to PR work

• Define the desired outcome before developing messages
• Use vision as a filter when prioritizing ideas and opportunities
• Document your strategic direction so teams stay aligned
• Revisit the vision regularly to ensure relevance

Clear vision does not limit creativity. It gives communication purpose.

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 Mentorship Matters in Canadian Public Relations

By Anmol Harjani

January 17 is International Mentoring Day, an opportunity to reflect on how guidance and shared experience shape stronger communicators. Public relations is a profession learned through practice as much as theory, and mentorship plays a critical role in bridging that gap.

Mentorship in PR goes beyond career advice. It includes perspective on judgment, ethics, stakeholder dynamics, and decision making under pressure. These insights are difficult to gain without exposure to real world situations and honest reflection.

In Canada, mentorship carries added value because of the complexity of the communications environment. Media expectations, public accountability, cultural context, and regional differences all shape how PR work is done. Learning from experienced practitioners helps emerging professionals navigate these realities with greater confidence.

Mentorship is also mutually beneficial. Those offering guidance refine their thinking by sharing lessons learned, while those receiving mentorship bring new ideas and fresh perspectives. This exchange strengthens the profession overall.

Ways to engage meaningfully in mentorship

• Seek insight and perspective, not just advancement
• Ask thoughtful questions about decision making and trade-offs
• Share challenges openly to encourage deeper discussion
• If mentoring others, offer context and experience rather than prescriptions

Mentorship ensures knowledge is passed forward, strengthening both individuals and the profession.

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.

PR in the Holiday Season: Keeping Communications Authentic and Inclusive

By Anmol Harjani

The holiday season is a time of connection, reflection, and celebration, but it can also present challenges for PR professionals. Messaging that isn’t carefully crafted risks feeling tone-deaf, exclusionary, or superficial. Authentic and inclusive communications ensure that audiences feel seen, valued, and respected.

Inclusive messaging begins with language and imagery. Not everyone celebrates the same holidays, and not everyone experiences the season with joy. Using universal themes such as gratitude, community, and togetherness ensures that messages resonate broadly. Visual representation should be thoughtful and diverse to reflect the audience genuinely.

Aligning messaging with reality is essential. Campaigns promoting charitable giving should clearly convey how contributions make a difference. Offers or discounts need transparent terms. Communications that are grounded in truth and reflect real action reinforce credibility and build trust.

Sensitivity matters. For some, the holidays are difficult, emotionally or financially. Content that only celebrates joy can feel alienating. Incorporating reflections, resources, or support-oriented messaging creates space for a wider range of audience experiences. This approach shows empathy and strengthens audience connections.

Collecting stories during the season adds long-term value. Testimonials, case studies, and community narratives captured during the holidays can be repurposed in future campaigns, reports, or earned media. The season becomes an opportunity to build rich, enduring content rather than a fleeting moment.

Thoughtful holiday communications reflect a brand’s values. By combining inclusivity, authenticity, and empathy, PR professionals can create messages that resonate, foster connection, and leave a lasting impression long after the season ends.

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.

Cyber Monday: How PR Professionals Can Learn From Audience Behaviour

By Anmol Harjani

Cyber Monday is often painted as just a shopping day, but for PR professionals, it’s a moment packed with insights about how audiences behave under pressure. It’s not just about who buys what; it’s about who notices, who responds, and how messaging can connect or get lost amid the noise. Observing these patterns offers communicators a rare lens to see what works when attention is scarce and distractions abound.

Timing is critical. On Cyber Monday, audiences are juggling multiple priorities, scrolling quickly through emails and social feeds. Messages that fail to match the rhythm of their attention are easily ignored. PR professionals who plan ahead, schedule content strategically, and consider when audiences are most receptive can make a fleeting moment of attention feel meaningful. It’s not about increasing volume; it’s about delivering the right story at the right time.

Context matters as much as content. Instead of leading with offers, brands that frame messaging around purpose or value resonate more deeply. Highlighting why a product or service is useful, meaningful, or aligned with the audience’s values transforms communication from transactional to human. PR teams play a crucial role here by adding storytelling and framing that enhances clarity, relevance, and empathy.

Coordination with internal teams is essential. Cyber Monday challenges a brand’s operational readiness. When PR works closely with customer service and product teams, messaging becomes credible and response times are faster. Clear scripts, aligned expectations, and proactive planning prevent small issues from turning into reputational concerns.

Finally, Cyber Monday provides lessons that extend beyond the day itself. Tracking trends, noting frequently asked questions, and capturing customer stories allows communicators to turn short-term attention into long-term insights. The data collected informs not only future campaigns but also how a brand listens, responds, and builds trust with its audiences.

Cyber Monday may be a high-intensity day, but for communicators, it is also a learning laboratory. Observing audience behaviour, adding context to messaging, and coordinating internally ensures that short-term spikes in attention are converted into meaningful engagement and trust.

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.

National Giving Month: How PR Professionals Can Amplify Community Impact

By Anmol Harjani

National Giving Month is a time to celebrate generosity, but for PR professionals, it’s also a chance to apply strategy, storytelling, and communication skills to create meaningful impact. Communications can amplify community initiatives, elevate voices, and foster relationships that extend far beyond a single campaign or event.

PR practitioners play an essential role in shaping how giving is experienced and understood. Storytelling that combines personal narratives with measurable outcomes allows audiences to see the impact of their contributions. For example, a campaign highlighting the journey of an individual or community while also demonstrating the scale of outcomes engages both heart and mind, encouraging deeper involvement.

Partnerships are another hallmark of effective campaigns. PR professionals often bridge connections between nonprofits, corporate partners, and media outlets to maximize reach and impact. These collaborations allow initiatives to extend their influence beyond a single organization, creating a network effect that benefits everyone involved and amplifies the message.

Long-term engagement is key. Rather than focusing solely on seasonal appeals, communications that embed giving into ongoing relationships foster trust and sustained participation. Sharing updates, progress stories, and reflections on outcomes ensures that contributors see the lasting difference their support creates.

For students and early career professionals, participating in giving campaigns provides practical experience, mentorship opportunities, and visibility. They can witness how communications can drive social good and learn skills that are transferable to future roles.

National Giving Month demonstrates the power of thoughtful communication in creating positive change. When PR professionals approach giving strategically and authentically, they elevate both the initiatives they support and their own professional impact.

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.

International Volunteer Day: The Benefits of Volunteering with CPRS Toronto

By Anmol Harjani

Volunteering with CPRS Toronto is more than giving time—it’s an opportunity to grow professionally while contributing to the community. For students and early career professionals, it provides hands-on experience that goes far beyond classroom learning or entry-level work. Volunteers take on real responsibilities, contribute to meaningful projects, and build skills that are highly valued in the communications field.

Developing Skills Through Real Projects
By volunteering, practitioners can strengthen their expertise in event management, content creation, and communications strategy. They also enhance soft skills such as leadership, collaboration, and public speaking. The projects volunteers take on—from webinars to mentorship programs—offer a practical environment to learn, experiment, and see the results of their efforts, creating a foundation for long-term professional growth.

Building Networks That Matter
Volunteering opens doors to a diverse network of professionals. Committees bring together practitioners across sectors and experience levels, providing mentorship, guidance, and opportunities for collaboration. These relationships often become invaluable, offering insights, career advice, and sometimes future opportunities. Networking through volunteer work can have a lasting impact on your career trajectory.

Creating Community Impact
The work of CPRS Toronto volunteers benefits the broader communications community. Every webinar hosted, mentorship session facilitated, or event coordinated strengthens the profession. Volunteers help support students, newcomers, and peers, contributing to a thriving network of knowledge and collaboration across Toronto. Their efforts have a ripple effect, amplifying the reach and value of CPRS programs.

Making Volunteering Work for You
Volunteering is most rewarding when approached intentionally. Setting clear goals, documenting outcomes, and seeking feedback ensures that the experience translates into tangible professional development. The time and energy volunteers invest are reciprocated with mentorship, visibility, and a deeper understanding of the profession.

Celebrating Our Volunteer
International Volunteer Day is an opportunity to recognize and thank those who make CPRS Toronto stronger. Through their dedication, volunteers build skills, expand networks, and create opportunities for the next generation of PR professionals. Volunteering is a chance to make a meaningful difference for yourself and the community at the same time.

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.

Green Monday: Ethical and Sustainable Communication for PR Professionals

By Anmol Harjani

Green Monday is not just a shopping milestone. For PR professionals, it presents an opportunity to lead conversations around sustainability, ethical messaging, and audience impact during the holiday season. It’s a reminder that communications have the power to influence not only behaviour but also perceptions and values.

Focusing on Meaningful Choices
Communicators can elevate messaging by focusing on meaningful choices rather than simply pushing products. Highlighting gifts or experiences that are sustainable, local, or socially responsible encourages audiences to consider the impact of their decisions. Storytelling that emphasizes why a product matters, who it benefits, or how it was made transforms promotional content into a narrative that audiences engage with and remember.

The Importance of Transparency
Transparency is crucial. Sustainability claims need to be accurate, verifiable, and clearly communicated. PR teams can collaborate with operations and product departments to ensure messages reflect real practices. Audiences are increasingly savvy and expect honesty, so claims without evidence can damage credibility.

Showcasing Responsible Alternatives
PR can also shine a light on alternatives that benefit communities and the environment. Featuring local makers, repair services, and circular economy initiatives demonstrates a commitment to responsibility while offering practical options to audiences. Messaging that educates and inspires as well as promotes can position a brand as thoughtful, trustworthy, and aligned with audience values.

Measuring Impact Beyond Sales
Impact should be measured beyond short-term sales. Engagement, sentiment, and media coverage offer a better indication of how purpose-driven communications resonate with audiences. The lessons learned during Green Monday can inform future campaigns, build long-term trust, and strengthen the brand’s reputation for ethical leadership.

Building Meaningful Connections
Green Monday invites PR professionals to move beyond transactional communication and consider the broader social and environmental effects of their messaging. By integrating sustainable practices into storytelling, brands can build meaningful connections with their audiences while contributing positively to the communities they serve.

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.

Co-Presidents Message

As the calendar year draws to a close and we look forward to the holidays, it is the perfect time to pause and reflect on what has been a truly transformative year for public relations. 2025 wasn’t just another year; it was a period of intense pressure, and rapid technological integration, both of which transformed our roles as communications professionals.

The dominant narrative of 2025 was undoubtedly the full-scale integration of Generative AI into our workflows. We’ve moved so far beyond initial experimentation. According to the CPRS State of Public Relations in Canada report, more than half of us now use AI tools daily for everything from first-draft content generation to sophisticated media monitoring and predictive crisis modelling. Are we working our way out of jobs? We’ve had a lot of talk about this amongst the board at CPRS Toronto, and we don’t think so. We see it as an exciting opportunity for our profession to move beyond production and focus on strategy, ethics, and human insight.

Nvidia CEO and co-founder Jensen Huang has an interesting quote: “You’re not going to lose your job to an AI, but you’re going to lose your job to someone who uses AI.” That’s why AI understanding is high on our board’s list of priorities. We know that our members need to know more about how they can use AI and how to adapt in a world where AI is now the norm. This goes beyond using AI to draft a press release, to how to develop systems at the agency level to improve collaboration, customer service and business development.

This will free up time for our real skillsets to shine. We can focus more on what truly defines our profession: strategic insight, ethical judgment, and trusted counsel. While generative tools may help with drafting a press release, they can’t replace the nuanced expertise that’s needed to guide media strategy, crisis planning, internal communications, or any of the many complex programs our members lead every day.

As we look ahead to 2026, we invite you, our members, to help shape how our profession evolves in an AI-enabled environment. Tell us what tools, training, or support you need to adapt and grow. By learning together and strengthening our collective skillset, we can continue to uplift  our profession and deliver the high-value guidance our clients rely on.

Until next time, we wish you a joyful holiday season and all the best for the new year.

Best,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto