NEW PERSPECTIVES

Written by: Kate Morris, Corporate Communications and Public Relations Post-graduate Student, Centennial College, Intern at Kaiser & Partners (Fall 2021). Media Relations Lead at MaxSold.

In the wake of discoveries of unmarked graves in Kamloops, B.C., Cowessess, Sask and Brandon, MB, organizations have struggled to respond and to do so appropriately. What is the right tone for a post for National Indigenous Peoples’ Day? What tone is suitable, if any, for Canada Day? Do you feature more Indigenous content? Is it appropriate to lean on Indigenous staff for insight during a time when members of the Indigenous community are grieving? 

Ultimately, these are not the urgent questions that need to be asked in the weeks and months ahead as more unmarked graves are discovered. Instead, consider Gregory Younging’s Elements of Indigenous Style, which provides a helpful starting place for communicators looking to build Indigenous relations, work with Indigenous creators and feature more Indigenous content. 

A Style Guide for Working Together

Style guides provide valuable rules about things that most readers never notice, from capitalization, spelling and abbreviations, to acronyms, foreign language words, titles, and place names. The implicit goal of a style is to make reading seamless, by not calling the reader’s attention away from the content of the words towards the surface of the page over niggling inconsistencies of how those words appear. But Indigenous Peoples are readers, writers and editors too, and as Younging’s Elements of Indigenous Style: A Guide for Writing By and About Indigenous Peoples points out, they are the ultimate source on how their cultures and peoples are represented. The given style of seemingly innocuous things can have significant impacts to Indigenous publics making it more important to get those styles right. Making small but significant changes in how an organization writes (and speaks) about its Indigenous staff or contributors, community members and stakeholders can impact how Indigenous Peoples interact with your organization.

Style guides are an agreed upon system accepted by professionals in the field either explicitly or implicitly, but they can serve as an excuse not to wrestle with complex issues, or not to allow dialogue about the ways that a certain project might exceed the style as it exists today. This extends from how something or someone appears on the page to how we work together which is also a style, and one that the profession considers neutral and thus taken for granted. For Younging, and for the Indigenous communicators that I interviewed as part of a student-led campaign for the Communicators Collective, how we work together is important. 

Younging’s Guide celebrates collaboration in a way that surpasses our current model. As Warren Carriou points out in the foreword, the book “[provides] an Indigenous methodology for working from the basis of relationships,” whether between editor and writer, or journalist and subject. Younging’s book surpasses the kinds of nuts-and-bolts rules that we are accustomed to in publishing and producing content and moves towards a framework of content creation and public relations that is necessary and urgent. Although the book is centred around publishing and print content, it also provides a framework for thinking about collaboration and community-building in the act of making content that is instructive for our industry and in reconsidering business as usual in light of the discoveries of unmarked graves across Canada.

By any measure, Younging was a generative force in Canadian publishing and Indigenous advocacy. From the Opaskwayak Cree Nation, Younging, who passed away in 2019, held an MA from the Institute for Canadian Studies at Carleton University, MPub from Simon Fraser University and a PhD from the University of British Columbia. He was a long serving managing editor and publisher of Theytus Books, an Indigenous publishing house which provided him with a wealth of personal experience which he draws on to illuminate the state of Indigenous storytelling in Canada. He also served on the faculty of the Indigenous Editors Circle at Humber College in Toronto and held many significant advisory roles with the Assembly of First Nations and Royal Commission on Aboriginal Peoples. He was also the assistant director of research for the Truth and Reconciliation Commission of Canada, and I like to think that the communications and public relations profession will take his words on as part of our communal response to Truth and Reconciliation.

22 Principles of Indigenous Style

Younging’s central concern in Elements of Indigenous Style is to prevent serious errors, painful biases and the perpetuation of stereotypes in how Indigenous Peoples are written about and represented in published texts. The book provides publishers and editors who “want to do it right” with the tools for doing so and they are equally useful for PR professionals looking for ways to respond and engage communities. (3) Editors often joke about taking the Hippocratic Oath to “do no harm,” and Younging’s book will help content creators to better understand how to do that in an Indigenous context. Specifically, Younging dispels the notion that an Indigenous story could be adequately conveyed by a non-Indigenous person because Indigenous Peoples “are best capable of, and morally empowered to, transmit information about themselves.” To not understand this foundational principle is to perpetuate the “colonial practice of transmitting ‘information’ about Indigenous Peoples rather than transmitting Indigenous Peoples’ perspectives about themselves.”(1) This is why much of the conversation on “how to respond” to colonial injustice needs to shift toward listening to Indigenous voices and boosting Indigenous creation. According to Shani Gwin of Gwin Communications an Indigenous-led PR firm in Alberta, some of the most meaningful projects have been initiated by communities themselves. Building a relationship and making space for those initiatives should be central to how organizations respond long-term.

The book outlines 22 principles of Indigenous style, including Indigenous terminology, capitalization and place names. These sections have concrete applications for all communicators, and outline what to do when there is disagreement between Indigenous style and other style guides in order to maintain respect. Younging centres the relationship between collaborators and the process of working together which take precedent over the finished product. If the project doesn’t build a relationship, then who is benefitting from the work? 

Other principles provide useful salient information about avoiding certain words, phrases and concepts, and these sections are educational and sit at the intersection of communications and issues faced by Indigenous Peoples. There is an explanation of pan-Indigenous terms (blanket, catch-all) and offensive possessives such as “our Indigenous peoples,” which imply a kind of ownership that is highly problematic. There is also a section about referring to Indigenous Peoples in the past tense which regrettably persists. Instead, Younging points out “Indigenous Peoples wish their culture to be perceived as dynamic, in interaction with the modern world, and existing in a continuum between past and future generations of Indigenous Peoples. They are not encapsulated in the past—static and resistant to change or absent.” (19)

Why should an organization take on this work? One possible answer comes from an international PR crisis experienced by Aveda after starting a line of products called “Indigenous.” Younging includes an appendix on copyright and intellectual property in Indigenous cultures which provide instructive case studies of businesses who appropriated Indigenous terms and symbols without adequate consultation. This section shows both the specificity of Indigenous cultural property and how companies have flouted Indigenous communities’ wishes because of limitations in how the law understands and values Indigenous culture. By its very nature, then, in-house legal counsel will not always be able to satisfy questions of Indigenous IP.

Listening and Relationship Building

Elements of Indigenous Style invites readers into a dialogue that is both rigorous and intimate, shuttling between historical research and personal anecdote in a dynamic way that redefines the stylebook genre for the better because it emphasizes the relationships at the centre of a project, whether literary or other: 

“Showing respect does not come from following rules. This chapter won’t tell you “what to do” so you can jump through hoops and check the “did it” box. There is no single, cookbook way to do Indigenous publishing, because Indigenous Peoples are diverse. Indigenous publishing is about finding your way through, grounded in respect for Indigenous ways of being in the world and for Indigenous Peoples as distinct from one another.” (30) 

The overarching message of the book is that “the key to working in a culturally appropriate way is to collaborate with Indigenous Peoples at the centre.”(31) The work doesn’t speak for anyone, but rather enables Indigenous Peoples to speak and be heard, and this certainly is part of the reconciliation work that public relations and the communications profession can participate in. Achieving this will take time and it takes a kind of open-mindedness that is willing to unlearn habits and learn new ways of thinking and being that better inform the work. A simple example is in extending the right of review to contributors and in seeking consent from the right people when using content.

Several of Younging’s principles address other more complex issues that arise such as publishing stories about Indigenous trauma with respect and sensitivity, the reparative work of correcting offensive historical documents and distinct conventions around Indigenous cultural property, such as Oral Traditions and Traditional Knowledge. 

Decolonize Your Style

Whether doing media relations and strategy or editing and writing newsletters and annual reports, Canadian communications professionals live by The Canadian Press Stylebook: A Guide for Writers and Editors. To this tome, we sometimes add an in-house style guide to address the particularities of branding and other organization-specific elements. Combined these guides determine how something should appear, ensuring consistency across communications products.  At times, we are guilty of clinging to these rules to such an extent that would-be collaborators who beg to differ get the proverbial book thrown at them, as if it contained the only way, as if the latest edition provides the last word in style debates. 

We forget that how we use language and the styles that we accept as given are nonetheless active decisions that we make every time we use the style. And those decisions and assumptions feed back into our assumptions about what makes a story good or newsworthy, in a way that is limiting and may lack inclusion by default.

From Younging’s perspective, “Indigenous ways of knowing and being should inform the work of publishing,” particularly when the content pertains to Indigenous Peoples. The takeaway, for a profession looking for ways to ‘Indigenize’, to be inclusive and to respond to Truth and Reconciliation, is that relationships are central to the act of producing Indigenous content. And they may be more important than what we ultimately produce.  

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Elements of Indigenous Style: A Guide for Writing By and About Indigenous Peoples by Gregory Younging was published in 2018 by Brush Education, with a foreword by Warren Carriou. The book is available for purchase online at the link above for $19.95 in print and $11.95 in digital. 

This article was written as part of a student campaign on Indigenous communications for The Communicators Collective, a group fostering diversity, equity and inclusion in the communications profession. To hear more from Indigenous communicators, check out the podcast we produced here. Thank you to Seán Kinsella, director of The Eighth Fire for the book recommendation.

Written by: Kaila Currie-Bartlett, Account Executive, Craft Public Relations & Co-Chair of Digital Communications and Marketing, CPRS Toronto

For our July In Conversation With series, we connected with Media and Communications Specialist, Wemimo Onikan, who works with organizations to amplify the impact of their work. From public to private and social sectors, she has led communications and public relations strategies for diverse organizations and specializes in media engagement, strategic communications and storytelling.

How did 2020 change your role as a PR practitioner?

2020 was an unprecedented year. No one imagined the year would turn out the way it did. Now, one year later, our world of work has totally shifted. As a PR practitioner, it has meant virtual meetings with clients and co-workers rather than in person. It has also meant a heightened need for trust and empathy, as we all make the best of the situation right now. Unfortunately, the changes over the last year has meant less connection with co-workers and key stakeholders in our space, due to the distance. 

What other changes to your career/role as a PR practitioner do you see emerging in 2021 and beyond? Why?

Remote work is definitely here to stay thoughout  2021 and beyond. In cases where organizations are open to having staff work from the office, a hybrid option will likely be adopted by many. In my role as a PR practitioner, this definitely means flexibility as we support clients through the changes everyone is experiencing.  

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

Network, never stop learning and understand the dynamics of the media landscape. The world is changing rapidly, including the tools and platforms available to deliver content and messages to various audiences. The needs and focus of the media per time is also changing. We need to keep up with the trends to stay at the cutting edge of our craft and continue to deliver quality in this period and beyond. 

About CPRS Toronto’s In Conversation With blog seriesOnce a month, CPRS Toronto’s communications and marketing subcommittee posts quick conversations with GTA public relations practitioners and industry thought leaders. During these conversations we look to explore the impact COVID-19 has had on communication practitioners, as well as provide insights into the future of public relations. If you are interested in participating, please contact our Digital Communications Coordinator, Kaila Currie-Bartlett.

Written by: Matthew Celestial, Executive Director, Statement Strategies & Mentor, CPRS Toronto

I was living above a restaurant in The Village when I launched my public relations firm, Statement Strategies. Back then, I made sure to keep my personal life a mystery, to present myself as a PR enigma. The closet is a terrifying place to be in. It isn’t for the claustrophobic. For many years, I struggled a lot with my identity. When I came to terms with being queer, I knew that life would present itself with challenges. For queer people of colour, like myself, our solution is to remain hidden. These feelings aren’t foreign. We often try to stay away from the spotlight. 

This isn’t always the case in public relations. If anyone had told me I’d land a career in public relations, I’d simply be confused. After all, I was a timid teenager infatuated with MuchMusic, reading Vogue late at night from underneath my bed, and dreaming about becoming a dermatologist because I felt self-conscious about my own skin.

Life doesn’t always work out that way. I fell into this career with an excitement to tell stories, share the work of some of the most talented people I’ve had the privilege of representing, and to empower others. The journey has been difficult, and being a queer person of colour, I haven’t always been immune to the bigotry in the world. But being queer gives you a lot of life lessons, and sometimes, I find myself reminding my teenage self a lot of things. 

You belong here. 

There is room and a seat at the table for you and your ideas. No one is too small to contribute to the team effort. No matter how many times people try to close the door on you, remember that you are right where you need to be. 

There are people who want to see you win. 

For so long, queer people have spent a lot of time being alert. Sometimes, it’s a learned habit to be on guard, terrified of what people might think about you, and defensive. However, there are people who want to see you succeed – from your mentors to colleagues to family and friends.  

You are a leader. 

A career title might mean a lot to people, but I believe the title that everyone can earn is ’leader’. This doesn’t always mean you need to lead a large team or be in a management role. Queer people have spent many years leading themselves through some of the most difficult times. You can make a huge impact by drawing from your experiences and reflecting those takeaways into your everyday actions. 

Be yourself. 

The only person you need to be in this career is yourself. Along the way, you’ll find what works for you, what doesn’t, and you’ll learn from your mistakes. There is no one single pathway to success, so show up for yourself and be the most authentic version of you each and every day.

You’ll make mistakes. Just own it.

There are going to be tough days in this career. It’s a reality of being human and the world we live in. While we may not always have control over what happens in every situation, what we do hold power over is how we bounce back and move forward.

Empower others. 

One day, you’ll be comfortable under your own skin. When that day comes, pay it forward. Help others speak up when they can’t. We already do that work for a living and it can mean more than you know for someone to see a piece of themself represented through you. Let’s build each other up together so we can create a more inclusive and prosperous industry.

Stay curious and continue to learn.

Everything is constantly changing. We don’t have to be fixated or contained in a box. Keep learning. Whether that’s about yourself, the world you live in or where you want to go. Life is meant to be dynamic and ever-evolving, so go with the flow and embrace every opportunity.

One last thing: Enjoy the process. Because it’s going to be a wild ride. 

For more resources, check out the following organizations:

• Pride at Work Canada
• RainbowConnect.ca
• Canada’s LGBT+ Chamber of Commerce (CGLCC)
• The 519

About Matthew Celestial 

Matthew Celestial is the Executive Director of Statement Strategies, a communications and public strategy firm, specializing in technology, entertainment, and innovative lifestyle brands. He has handled PR campaigns for Pixar Animation, DreamWorks Animation, Corus Entertainment, Paramount Pictures, and others. He is passionate about professional development programming for minority groups.

Written by: Kaila Currie-Bartlett, Account Executive, Craft Public Relations & Digital Communications Coordinator, CPRS Toronto

For our June In Conversation With series, we connected with Melissa Retty, Senior Vice President at Craft Public Relations and previously named PR in Canada’s Top 30 Under 30. She is a seasoned PR practitioner and industry thought leader, who has helped some of the world’s leading brands build and execute award-winning communication plans including GE Appliances, Tetley Canada, Keurig Dr Pepper and many, many more. 

How did 2020 change your role as a PR practitioner?

There’s been no shortage of change in the PR world during the past year! The Canadian media landscape continues to evolve and unfortunately, has taken a hard hit in 2020-21 – and this in and of itself has made the role of PR more challenging than ever. We’ve had to completely rethink the way we execute events, adapting to a virtual world. And we’ve seen many shifts in the influencer landscape as new platforms and channels continue to emerge on a weekly – if not daily – basis. 

But the core of everything we do as PR practitioners is storytelling. And even as we work our way through the biggest global pandemic, that hasn’t changed. Of course, we’ve had to adapt and evolve the way we choose to tell those stories to reach the masses but whether we’re pitching a magazine, working with a TikTok creator or leading a brand partnership program, we’re just using a different approach to tell our stories and I don’t think that will ever change.

What other changes to your career/role as a PR practitioner do you see emerging in 2021 and beyond? Why?

With clients busier than ever working to adapt their businesses to meet the new realities of the world, there’s never been more of a need for smart, strategic counsel from PR agencies. 

The ability to come to the table with creative, strategic ideas and be nimble enough to adapt and implement these ideas with the world on fire around us has now become table stakes.  I think the role of PR agencies on the whole will only continue to evolve in this way.

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

Every day at Craft, we challenge ourselves to be creative and think outside the box. We are constantly asking ourselves – is this the right approach to drive our clients’ business forward? And if it’s not, we’re not afraid to change course to make sure our PR efforts are making an impact. Fostering an environment where everyone on the team feels empowered to be creative and ask themselves this question every step of the way will not only make our work stronger as individual practitioners, but I do believe it can help breathe new life into the industry as a whole. 

About CPRS Toronto’s In Conversation With blog series

Once a month, CPRS Toronto’s communications and marketing subcommittee will post quick conversations with GTA public relations practitioners and industry thought leaders. During these conversations we look to explore the impact COVID-19 has had on communication practitioners, as well as provide insights into the future of public relations moving forward. If you are interested in participating, please contact our Digital Communications Coordinator, Kaila Currie-Bartlett at kailacurriebartlett@gmail.com.

The ongoing COVID-19 pandemic has been a rollercoaster ride for everyone, personally and professionally. However, the past year has allowed us to reflect and change, hopefully for the better. A key takeaway from this pandemic is that growth is imperative in all facets of life, especially in the workplace. We understand the need to pivot, which will help our CPRS Toronto chapter evolve and help our profession and the communications community. We will do this with the launch of our new strategic plan and a revamped mission statement. 

Mission Statement: Our mission is to strengthen the communications industry in Ontario by providing leadership on best practices, ethics, diversity, and inclusion while providing professionals, students, and new Canadians with awards of excellence, certifications, networking, and professional development. 

Our strategic plan outlines the changes we plan on implementing over three years to support our mission statement. During this time, we will be focusing on three core priorities; identity, membership, and financial health. After multiple discussions and meetings, the consensus was that these three are the most integral aspects of our organization that we need to focus on and improve.

Identity: The past year has been a whirlwind, politically and socially. In many instances, we are different, but unity has been at the forefront of all movements. Unity in our communities is who we are as an organization and how we can enhance the industry, and our professionals are imperative for our strategic plan. To support these goals, we will broaden our reach and connections in our communities, encourage and create networking opportunities, and elevate the profession. 

Membership:  Our organization should represent all Canadians; therefore, we need to increase and diversify our membership. We want to create an environment that is inclusive of all communicators. Membership gives an individual a sense of belonging and holds great value in the industry. To diversify our membership, we have decided to focus on cost efficiency for students and young professionals and create greater avenues and connections for new Canadians and visible minorities. 

Financial health: Ensuring our financial stability and sustainability is vital now more than ever. The pandemic has left many businesses with no real future. As a non-profit volunteer organization, we need to be proactive in strengthening our financial position. Creating greater revenue opportunities is one of our goals, followed by increasing sponsorship opportunities, creating a legacy fund, and decreasing our costs. 

As an organization, we are committed to inclusion and growth. Following the landmark year that was 2020, we need to implement changes that will make us stronger as an organization. Our revised mission statement and strategic plan are essential tools to provide our industry and professionals with greater inclusivity, diversity, and financial stability.