NEW PERSPECTIVES

How PR Professionals Convey Powerful Messages Through Short Films

By Lucy Luc

In a time where attention spans are short and authenticity matters more than ever, PR campaigns are using short films to capture hearts, shape perceptions, and build lasting connections with audiences.

Picture this: you scroll through your social media feed, and a 30-second video stops you in your tracks. You laugh, feel inspired, or even shed a tear. That is the power of short films in public relations. In a world flooded with messages, these brief, emotionally engaging stories can shape perceptions, influence behavior, and leave lasting impressions. For PR students and professionals, understanding how to craft and leverage short-form storytelling is essential to building meaningful connections and delivering results.

By combining authentic storytelling with platform-adapted formats, brands can reach audiences where they are most engaged. From Airbnb and Coca-Cola to Iceland Tourism and GoPro, examples abound of campaigns that leveraged short-form storytelling to deliver meaningful PR impact.

Why short films work in PR

Short videos capture attention quickly and convey complex ideas in digestible ways. They evoke emotion, inspire sharing, and allow brands to communicate authenticity. Platforms like TikTok, Instagram Reels, and YouTube Shorts have revolutionized how PR professionals reach audiences. A concise story paired with a relatable human element creates memorable experiences that extend beyond the screen.

The ALS Ice Bucket Challenge

In 2014, the ALS Association launched the Ice Bucket Challenge, a short-form user-generated video campaign that went viral worldwide. The concept was simple: participants filmed themselves dumping ice water over their heads, nominated friends to do the same, and donated to ALS research.

Why it worked:

• Emotional resonance: The campaign was fun and engaging, yet tied to a serious cause.
• Simplicity and shareability: The short video format was easy to replicate and personalize.
• Social proof: Celebrities and everyday participants created a sense of global community.
• Clear call to action: Each video instructed viewers to donate and nominate others.

Impact: Over 17 million videos were shared, raising $115 million in just a few months and sparking long-term engagement in ALS research.

PR relevance: The campaign demonstrates how a short, authentic, and emotionally resonant story can generate global attention, foster community participation, and deliver measurable results. For PR students, it shows the value of creating content that is simple, shareable, and meaningful.

Lessons from the best

Airbnb has shown how short films can rebuild trust and foster human connection. Their campaigns “Made Possible by Hosts” and #WeAccept emphasized inclusion, diversity, and the real stories of hosts and guests. Coca-Cola’s “Westside’s Finest” and “Share a Coke” campaigns tapped into nostalgia and personal connection, reminding audiences of the brand’s role in everyday life. Iceland Tourism combined humour and authenticity in “Inspired by Iceland” and “Icelandverse,” creating viral content that boosted engagement and economic impact. GoPro turned users into storytellers through the “Million Dollar Challenge,” celebrating real adventures and building loyalty through shared experiences.

Across these campaigns, several key takeaways emerge for PR professionals and students alike. Authenticity wins, emotion drives engagement, user participation amplifies reach, and cultural relevance ensures shareability.

Making short films work for you

For PR students exploring the field or professionals planning their next campaign, the power of short films lies in crafting compelling narratives that resonate. Even a brief, 30-second video can leave a lasting impression if it connects on a human level.

Step-by-step guide to create a short film PR campaign

1. Pick your message: What story do you want to tell? Awareness, advocacy, or brand promotion?
2. Keep it short and simple: One clear idea, one emotion, under 60 seconds is ideal.
3. Use authenticity: Feature real people, genuine reactions, or behind-the-scenes moments.
4. Plan your visuals: Storyboard key shots, even if it’s just your phone camera.
5. Include a call to action: Whether it’s donating, sharing, or participating, guide your audience.
6. Choose your platform wisely: TikTok? Instagram Reels? YouTube Shorts? Each has a unique style and audience.
7. Encourage participation: Make it easy for your peers to engage, share, or replicate your content.
8. Measure impact: Track likes, shares, comments, or other metrics to see what resonates.

Start small, think creatively, and don’t be afraid to test ideas. The next viral short film campaign could start on your phone, in your office and on your campus..

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.

 

Why Follow-Up Thank-You Emails Are a PR Pro’s Signature

By Lucy Luc

Celebrating National Thank You Note Day

Public relations is built on trust, relationships, and meaningful communication. Every connection—whether with a client, journalist, mentor, or colleague—is an opportunity to leave a lasting impression. National Thank You Note Day is the perfect reminder that even a small gesture, like a thoughtful thank-you email, can lay the foundation for long-lasting professional relationships. And whether you’re a student learning the ropes or a seasoned PR professional, mastering the art of the thank-you email is a skill that sets you apart.

The power of a thoughtful thank-you

A well-crafted thank-you message does more than close a conversation. It acknowledges someone’s time, effort, or insight and shows that you value the relationship beyond the immediate task. As Andriy Zapisotskyi highlights in Email Etiquette: 11 Rules Every PR Specialist Should Follow, the way we communicate via email reflects our professionalism and shapes our reputation. Attention to details like checking spelling, punctuation, and clarity can signal reliability and build trust.

Even simple acts, like sending a thank-you after a networking event, a guest lecture, or a media meeting, can make you memorable. For students, this could mean thanking a professor, an industry mentor, or a PR professional you met during an informational interview. For professionals, it might mean acknowledging a client, journalist, or partner. These small gestures ripple outward, influencing how people perceive you, your work, and the relationships you cultivate.

Follow-up emails: The secret to building momentum

The follow-up is where a thank-you note becomes a signature. Unlike the initial contact, a follow-up keeps the conversation alive, reinforces your professionalism, revisits key points, and demonstrates proactivity in nurturing relationships. PR students quickly learn that opportunities rarely appear after a single email, while professionals know that persistence, thoughtfulness, and timing can transform a one-time interaction into a long-term partnership.

Specificity is key when following up. Reference a previous conversation, mention a recent story, or offer additional insights. This shows that your email is not generic, but a reflection of genuine care and attention. Being patient, concise, and professional in your follow-up signals respect for the recipient’s time and makes your communication memorable.

Email etiquette tips for students and professionals

To master follow-up emails, consider these key practices:

• Proofread and check clarity: Errors in spelling, grammar, or punctuation can undermine credibility.
• Keep it concise: Long emails can lose attention. Use attachments or links for detailed information.
• Maintain a professional tone: Avoid jokes or overly casual language until you know the recipient well.
• Include a clear signature: Keep it simple, informative, and include multiple ways to connect.
• Be culturally aware: Personalize your email to reflect the recipient’s communication style.
• Follow up strategically: Wait a day or two, reference prior conversations, offer value, and keep your tone professional.

These habits help PR students and professionals alike build trust, demonstrate reliability, and position themselves as thoughtful communicators.

Why follow-ups matter

Follow-up emails express appreciation, reinforce key points, and keep the conversation moving forward. They also demonstrate professionalism that distinguish successful PR practitioners. A well-timed follow-up keeps you top-of-mind, increases engagement, and can turn a single interaction into a meaningful opportunity.

Whether it’s after a networking event, a client meeting, or a media pitch, follow-up emails are a signature move in PR. They convey sincerity, maintain momentum, and set the stage for future collaboration.

Your Takeaway

This National Thank You Note Day, think of your follow-up emails as a reflection of your professional brand. For students, sending a thoughtful thank-you can leave a lasting impression on mentors, guest speakers, or industry contacts. For professionals, it’s a chance to nurture clients, journalists, and partners. Personalize your email, be genuine, and maintain professionalism. These small gestures can open doors and create opportunities for the year ahead.

For templates and guidance, check out this helpful resource for crafting your follow-ups: Follow-Up Email Templates

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.

 

 

 

 

 

A Pause for PR Practitioners in Winter Solstice Time

By Lucy Luc

PR practitioners are some of the busiest people in any organization. On any given day, one client might need an influencer briefing by noon, another is waiting for a media monitoring report before their afternoon call, and a third wants an updated strategy that will boost engagement before the end of the week. Then, layered on top of all that, holiday event planning begins with invitations, logistics, schedules, content rollouts, deadlines and approvals.

It’s no wonder that, as the year winds down, many of us feel stretched between responsibilities and the desire to simply slow down. As we arrive at today’s Winter Solstice, the quietest and most introspective moment of the year, the themes of reflection in public relations take on a deeper resonance.

The Solstice marks the longest night and the first subtle return of light, a moment that invites us to pause, breathe, and acknowledge everything the past year has carried. Just as the season encourages the world to slow down, it is also an invitation for PR practitioners to reflect on the work they have done, the challenges they have navigated, and the growth they have achieved.

In Self-Reflection in Public Relations Leaders: A Study of its Practice and Value in Russia and North America, Bruce K. Berger, Ph.D., and Elina Erzikova, Ph.D., explore how thirty experienced communication leaders weave self-reflection into their daily lives. Their insights provide a meaningful guide for students, emerging professionals, and seasoned leaders who want to enter the new year with sharper clarity and stronger leadership.

Why self-reflection matters in PR

The study highlights a truth many PR professionals instinctively understand: the ability to reflect on one’s thoughts, actions, and motivations is a leadership necessity. PR leaders in both North America and Russia described self-reflection as something they relied on to make better decisions, to navigate conflicts more thoughtfully, and to maintain healthier relationships with coworkers, clients, and stakeholders.

They shared how reflection helped them stay grounded in emotionally charged situations, how it strengthened their ability to read the room during difficult conversations, and how it guided them through crisis communication moments that demanded both calm and clarity. The habit of reflection, even when used informally, gave them space to analyze their choices and adjust where necessary.

Yet practicing self-reflection is not always easy. Leaders in the study spoke candidly about the obstacles they faced — the pressure to constantly move on to the next task, the tendency to become overly self-critical, and the absence of built-in reflective practices within their workplaces. Despite these challenges, they continued to return to reflection because of the tangible benefits it brought to their work and their well-being.

What leaders shared: common ground and differences

While the study compared leaders across two cultural contexts, what stood out was how similar their experiences were. Leaders in both countries believed self-reflection grounded their judgment, improved their interpersonal communication, and helped them understand how their leadership style affected the people around them.

There were, however, subtle differences in how they approached the process. North American leaders tended to think about their decisions in terms of the broader team or organizational impact — a kind of “we-reflection” that considers how their actions influence others. Russian leaders, on the other hand, often focused more inwardly on their own actions and reasoning, a “me-reflection” that allowed them to examine their personal role in each situation.

Another difference emerged through mentorship. Many North American leaders credited mentors for shaping their reflective habits, while Russian leaders more often turned to theory, reading materials, and personal contemplation. Yet despite these variations, both groups agreed that without reflection, leadership loses its depth.

A meaningful approach: The six-step reflection process

To help practitioners build the habit of self-reflection, the researchers introduced a six-step strategic process that can naturally blend into daily life. The flow is simple and adaptable to any PR practitioner’s routine:

• Make intentional time. This can be during a walk, a quiet commute, or a pause at the end of the workday. Creating space allows the mind to shift from reacting to observing.
• Set the right mindset. Approach reflection with calmness, curiosity, and a willingness to explore without immediate judgment.
• Observe honestly. Look back at your day and notice what worked well, what didn’t feel right, and what emotional reactions arose. Balanced honesty is key, avoiding both self-criticism and defensiveness.
• Gather insights. As patterns or realizations emerge, take note of them. These small understandings often carry the seeds of meaningful change.
• Translate insights into action. Some leaders share their intentions with mentors or peers, while others write them down or internally commit to them. What matters is acting with intention and authenticity.
• Reflect on the outcome. Once actions are taken, revisit the impact. Over time, this cycle becomes less of a formal process and more of a natural way of moving through your personal and professional world.

Mentorship as a spark for reflection

The study also highlights the extraordinary role mentorship plays in fostering reflective habits. Many leaders described mentors who never simply gave them answers, but instead asked thoughtful questions — questions that encouraged them to examine their assumptions, consider alternative approaches, or reflect on the values guiding their decisions.

These mentors didn’t solve problems for them. Instead, they created space for deeper thinking. Questions like “What other approaches might work here?” or “How might others interpret your message?” became catalysts for clearer thinking, emotional growth, and stronger leadership. Whether formal or informal, mentorship became an anchor for self-reflection.

Stepping Into the New Year with Intention

As you settle into this reflective moment, you might explore questions that blend the spirit of the Winter Solstice with the realities of PR practice:

• What have you been holding onto that no longer aligns with the professional you are becoming?
• What lessons emerged during the more difficult moments of the year, especially those that required resilience, patience or adaptability?
• What light do you want to bring into your work as the new year approaches: creativity, clarity, confidence, compassion, or something else entirely?
• How can you honour your need for rest and renewal so you return to your role with a clearer mind and a steadier sense of direction?
• What meaningful intentions do you want to set for the year ahead that will guide your growth as a communicator and a leader?

These questions are more than seasonal reflections; they are tools that help PR practitioners deepen self-awareness, strengthen leadership, and reconnect with the purpose that makes this work meaningful. And on this Winter Solstice, there is no better moment to begin.

 

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.

Women’s Entrepreneurship Day
By Anmol Harjani

Every year on November 19, the world pauses to recognize Women’s Entrepreneurship Day, a moment to acknowledge the vision, creativity, and determination of women who are shaping economies and strengthening communities through business. In the communications industry, where women make up a significant share of the talent and leadership, this day offers a meaningful opportunity to celebrate the entrepreneurs who continue to expand what’s possible in our field.

To mark the day, I connected with four CPRS Toronto board members who are also entrepreneurs and invited them to share their journeys with honesty and depth. Their stories capture the real challenges, the rewarding moments, the lessons learned, and the leadership philosophies that guide them every day. What follows is a collective portrait of courage, clarity, resilience and community.

1. Andrea Chrysanthou, APR
Founder and Principal, Amplify Communications
Co-President, CPRS Toronto

Andrea’s journey into entrepreneurship began with a moment that many of us fear: an unexpected layoff. Instead of stepping back, she chose to step forward and registered her business the very next day. She had always been encouraged to build something of her own and this moment simply accelerated what she knew she was capable of.

For Andrea, the hardest part of starting her own firm was not the communications work but everything around it. Incorporation, systems, taxes, IT, and accounting became a crash course in running a business. She approached each unfamiliar task the same way she approaches client challenges by asking questions, listening carefully, and finding the right experts. She believes you do not have to know everything, you just need to know where to find the people who do.

Amplify’s growth has been completely organic, fuelled by long-standing relationships and trust. She intentionally keeps her business small so she can remain present and hands-on with every client. Her advice to women considering entrepreneurship is to prepare before you leap, build your network early, and surround yourself with strong communicators who can act as your sounding board. Andrea’s definition of confidence lies in knowing your strengths and owning them. As technology reshapes the industry, she believes women entrepreneurs will be more essential than ever for their judgment, strategy and intuition.

2. Chantel Cassar
Co-Founder, Category Communications
Corporate Community Chair, CPRS Toronto

Chantel always knew entrepreneurship was in her future. With a family background rooted in business ownership, she grew up understanding both the risk and the reward. Category Communications emerged from a shared vision with her co-founder to build an agency grounded in industries they genuinely love, including technology, real estate and financial services.

One of the biggest challenges she faced was the mental load that comes with being a founder. Decision fatigue can be overwhelming and the pressure that every choice ultimately rests on you is something she had to learn to manage. For Chantel, community has been the most powerful antidote. She surrounds herself with other founders and mentors who understand the reality of entrepreneurship and she values the partnership with her co-founder as a source of balance and perspective.

Hiring has played a central role in shaping the success of her firm. Chantel believes that people are the product and that investing in talent and culture is essential. From curiosity funds to learning sessions and mentorship opportunities, she creates an environment where growth is both supported and expected. Her leadership philosophy centres on humanity. She believes real creativity is rooted in connection, psychological safety and the space to think deeply. Her advice to women aspiring to lead or start their own business is to trust your decisions, avoid overthinking and move forward with intention and conviction.

3. Nela Drury
Partner, Coldwater Communications
Sponsorship Chair, CPRS Toronto

Nela stepped into partnership because she believed in building an agency model that prioritizes both excellence and humanity. She was inspired to support founder Theodora Jean in scaling a purpose-driven agency that values ethics as much as growth.

One of her biggest challenges has been navigating hypergrowth. Rapid expansion requires strong operational discipline, humility and a willingness to treat systems and processes as creative tools. She has approached this phase by developing frameworks, resourcing thoughtfully and investing heavily in people who can contribute to sustainable growth.

Nela’s approach to leadership is built on radical transparency and a commitment to mastery over simple output. She believes teams thrive when they are trusted, supported and given clear pathways to excel. Creativity within her firm is nurtured through open dialogue and psychological safety. She encourages dissent, drafts, options and visible reasoning because she believes the best ideas emerge when people feel safe to express their raw thinking.

One of her most powerful insights is that resilience is not a personality trait but an environmental outcome. It is shaped by the systems we build and the conditions we accept. Her advice to women is to know the value of their craft, price it accordingly and never wait for permission to lead or advocate for themselves.

4. Sarah Louise Gardiner
Founder, Coleraine Communications
ACE Awards Chair, CPRS Toronto

For Sarah, starting her own firm felt like a natural next chapter. With two decades of experience and a strong network built on relationships and trust, she knew she had the foundation to build a successful consultancy. She also found renewed excitement in reconnecting with talented partners she had worked with throughout her career.

The most difficult part of her entrepreneurial journey was learning the operational side of running a business. From insurance to taxes to systems she had never touched before, the first year was full of lessons. She took each challenge one step at a time and learned through persistence, research and trial and error.

Sarah’s business grew through small but consistent actions. Networking, staying connected and being top of mind created a steady pipeline of opportunities. She sees creativity differently depending on the client. For agency teams, collaboration sparks new ideas, while for brand-side clients, she relies more on structured time dedicated to strategy and exploration.

Her advice to women entering entrepreneurship is to embrace the unpredictability of business. Demand shifts and opportunities arise at unexpected moments, so it is important to stay open and willing to take the leap even if the timing is not perfect. She mentors emerging women in the industry by encouraging them to nurture their personal brand and maintain relationships because even a simple coffee meeting can open doors.

Sarah believes AI will expand productivity and create new opportunities for specialized consultants, making women-led firms even more relevant in the future.

A Collective Portrait of Women Leading the Future of PR

Across these four stories, a clear theme emerges that women entrepreneurs in PR are redefining leadership through authenticity, clarity, courage, community and craft. Their experiences highlight the qualities that matter most in today’s industry, including resilience, confidence, strategic thinking, self-awareness, curiosity, and people-centred leadership.

These women are building businesses with intention and integrity. They are shaping culture, mentoring emerging talent and driving the future of communications with empathy and strategy. Women’s Entrepreneurship Day reminds us that the future of communications is being shaped every day by women who choose to lead with heart, vision and strength.

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.

What went wrong with TTC and Metrolinx during Game 7 of the World Series and How To Fix It?

By Sanjeev Wignarajah

There are two words in the sports realm uttered by fans in times like this: Game 7. It was the Los Angeles Dodgers versus the Toronto Blue Jays in a winner take all at home in the Rogers Centre. While the Blue Jays were in the lead. The Dodgers began chipping the lead and tying the game forcing it into extra innings, which led to heartbreak and anguish as the Dodgers won back-to-back World Series.

As thousands of fans head home in agony. They faced another obstacle… subway service ended at 1:30 a.m. Subways, GO Trains, and UP Express trains were at capacity. The same thousands were frustrated and took to social media to express their frustration.

The Tweet That Started It All

https://x.com/TTChelps/status/1984746546064142430

The TTC put out a Tweet after 6 p.m. before the decisive game started informing customers that subway service would end at 1:30 a.m. Both the TTC and Metrolinx also informed customers that they will add extra trains to accommodate more passengers. Thousands descended into Union Station and nearby streetcar routes as the game ended in extra innings of heartbreak past midnight. The heartbreak and frustration continued to spill inside the station.

Communication Errors

Given the unpredictability of Game 7 that night, the tweet was set in stone, which left riders in dismay. There are a million ways to theorize why both transit agencies could have done to ease the pain. The obvious one is extending service to 4 a.m. similar to New Year’s. Others would be the technical side of running subway service such as frequency, track conditions, etc. Another factor would be the timing of the matches given game 6 ended on schedule.

The lessons transit agencies can learn from is to monitor the situation and have a plan ahead of schedule. Whether it’s providing real time social media updates on X and Instagram, even on the transit’s website. As well as the possibility of extending service if there is a game 7 and the outcome of said game 7, even if it means all hands on deck from customer service representatives to signage posted on subway stations and nearby points of interest to the transit vicinity.

Best Practice In The Future

As Toronto gears up to host the World Cup next Summer. One city councillor, Josh Matlow (Ward 12 – Toronto – St. Paul’s) will address the matter at a TTC board meeting to ensure fans don’t get stranded trying to go home post-game. While communication is key to earn trust to the public, the actions of game 7 of the World Series won’t be repeated at the world’s biggest sporting event. It will be a coordinated effort between the event venue and transit agencies to ensure fans getting home safely.

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

 

 

 

 

CPRS Toronto: In conversation with Samantha Berdini

For our December In Conversation With blog series, we connected with Samantha Berdini, Senior Account Manager at Category Communications, a Toronto-based PR agency specializing in technology and real estate. Samantha began her career in journalism at Global News before transitioning to public relations, where she now leads strategic communication programs that drive clarity, credibility and impact. Drawing from her newsroom experience, Samantha brings a unique perspective on how the evolving media landscape and rise of AI are reshaping the PR profession.

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

I’ve only been in PR for about a year and a half now, after starting my career in a newsroom. That experience has shaped how I see the industry because so much of what’s happening in PR is connected to what’s happening in journalism.

One of the biggest shifts I’ve noticed is the idea that PR professionals aren’t just responsible for earned media anymore. When I came into the field, I thought PR was mostly about pitching stories. But in reality, we’re wearing a lot more hats. Teams across industries are shrinking, and many companies, especially startups are asking PR professionals to take on new, hybrid roles like fractional marketing or influencer relations.

We’re also writing a lot more content, from thought leadership to blogs. Clients are realizing that PR people, many of whom are former journalists, bring strong writing and storytelling skills that can support multiple areas of the business.

And of course, AI is changing everything. A big part of my work now involves helping clients understand how they show up in large language models (LLMs). There’s a growing focus on AEO (Answer Engine Optimization) as the next evolution of SEO. It’s about understanding how brands appear in AI-generated results and making sure they’re represented accurately and consistently. PR professionals are going to play a big role in that shift.

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

Beyond AI, the biggest shift I’ve seen is how much the media landscape itself has changed. Newsrooms are shrinking, and reporters are stretched thinner than ever. That’s changed how we approach pitching.

The old “spray and pray” method just doesn’t work anymore. Journalists can see right through it. Now, it’s all about being helpful, targeted, and respectful of their time. When I was on a recent CPRS panel, I talked about how important it is to meet journalists eye to eye, understand what they need, know their beat, and build real relationships.

Another interesting shift is that even though there are fewer journalists, there’s actually more airtime to fill, especially with 24/7 news networks like CP24 and Global News expanding their coverage. That means there are more opportunities for PR professionals to get their stories picked up, but only if they understand how those newsrooms work. Knowing who makes decisions, how stories are shared between markets, and where your pitch fits in has never been more important.

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

AI will be the defining change for our field, no question. As LLMs increasingly do the “research” for people, PR professionals will need to make sure their clients’ messages are accurate, consistent, and discoverable across platforms.

For example, press releases don’t really rank in LLMs right now, what does rank are trusted earned media sources like The Globe and Mail, Toronto Star and CBC. That’s great news for PR because it underscores how valuable earned coverage still is. It also reinforces the importance of message consistency. When AI scrapes the web for information, you want every blurb it finds about your client to align with their key messages.

At Category Communications, we’ve started building this thinking into our strategies. Even if it’s not formally labelled “AEO,” we’re advising clients on how to show up effectively in both traditional SEO and emerging AI-driven search. Staying informed about how these tools evolve and giving clients sound, up-to-date advice will be critical.

Any advice for emerging PR professionals or journalists transitioning into PR?

Build your network early and nurture it often. That’s your currency in PR. I wish I had spent more time in my journalism days meeting people outside my newsroom, because those connections are invaluable now.

If you’re a student, don’t just stick to your own program, journalism students should meet PR students and vice versa. Those relationships will matter down the line. And don’t be afraid of outreach. At Category, we always say, “Embrace the cringe.” Sending a cold LinkedIn message or email might feel awkward, but it’s worth it.

The key is to lead with kindness and empathy. The PR and journalism worlds are small, and everyone knows everyone. Every interaction counts. Approach people with genuine interest, offer value, and always make their job easier, that’s the foundation of strong, lasting relationships in this field.

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.

The Shuttering of Centennial College Public Relations program: How it impacts Public Relations education and how the industry can save it?

By Sanjeev Wignarajah

How do you say goodbye to a campus that’s a second home to you? You think about the good times, connections made, and the skills taught which culminates into a better storyteller. When news broke that Public Relations was one of the programs suspended in the wake of cuts to post-secondary education, along with the closure of Centennial College Story Arts Centre by summer 2026. I was in a state of shock and sadness. It has been my home away from home after graduating from high school in Fall 2012. It was a different environment. Its small, intimate campus makes it easier to find classrooms and the sleek architecture allows natural light to flow through the building.

I didn’t know what to expect when I was enrolled in the public relations program in Winter 2023. I hit the ground running learning about:

• Event planning
• A.C.E. formula
• Primary Research
• Secondary Research
• PESO model (Paid, Earned, Shared, and Owned)
• Influencer relations
• Client collaboration for media campaign
• Internal Communications, External Communications, Crisis Communications
• Data analysis
• Media monitoring and media reporting
• Presentation skills
• Business For Corporate Communications
• Writing & Copy Editing

If these walls could talk. It would tell you the lessons learned, assignments (mostly group assignments), event planning, and presentations. That and working with real clients for creating a media campaign. The two semesters I was in the program, the more I was immersed given my background in journalism. One of the highlights of Centennial College’s Public Relations program is working on a media campaign for a client. It was a team effort. Months of research, drafting a communications plan and collaborating with our client and updating our progress to our professors. CityNews Toronto covered our campaign. It was a surreal experience.

The suspension of the public relations program sends a rippling shockwave to the profession as students who wish to study the PR program will look elsewhere, either in the city or across Canada as the nation faces a post-secondary education crisis because of the Federal Government’s cap on international students and the Provincial Government’s years of underfunding post-secondary education.

What the public relations industry can do is to advocate the provincial and federal government to invest more into post-secondary education because education is vital to strengthen the country’s economy and each and every student willsucceed in their respective careers. Being a PR professional is more than informing leaders and the public. It’s being an agent of change. A change to do better for the betterment of society.

The memories will live on at Story Arts Centre. Once a storyteller, always a storyteller.

 

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

CPRS Toronto: State of PR 2025 Roadshow Event Recap

By Sanjeev Wignarajah

Ethics, trust, AI, and the Toronto Blue Jays were the topics of the CPRS Toronto: State of PR 2025 Roadshow. As guests were mingling on a moody Thursday morning, talking about work and the Toronto Blue Jays World Series run, the presentation began with acknowledging the Toronto Blue Jays World Series matchup and digging deep into brand identity, trust and artificial intelligence.

Peter Mathewson, a consultant at pressrelations, says that there are two takeaways from the State of PR.

“One is that the CPRS is really concerned with AI and figuring out how to integrate AI usage in a way that’s strategically useful,” Mathewson said.

Colleen Killingsworth, founder of CKCommunications Strategy Inc., says AI can be used to aid in content development, deep research and data analytics.

“Some practitioners are really using it to analyze their data analysis from a measurement perspective. It’s also being used to look at workflows,” Killingsworth said. “We can bring efficiency to the work that we’re doing but the real opportunity that is coming out of the report is how do we become even more strategic with the use of AI and bring the guardrails that need to be in place to help organizations use it ethically and manage their reputation.”

While AI has been useful in the industry, it does share its criticism in the film industry. Killingsworth says humans bring the human element to AI.

“We bring it in a matter of deliver the prompts, review and validate the information that it provides, understanding potential bias that AI can develop its content from,” she said.

The second takeaway Mathewson pointed out was brand identity.

“As a writer, I’m just curious to unpack how those words are resonating differently for the respondents of the survey who are quoting in the research,” he said.

While misinformation runs amok in the United States and in Canada. Killingsworth says the public expects communication professionals to combat misinformation.

“79% of Canadians believe part of a professional communications role is to help combat misinformation and we can do that through fact-checking, getting the right information out there and just being proactive in validating information,” she said.

Kim Blanchette, Executive Vice-President of Castlemain, says each of us can make a difference to combat misinformation.

“Helping our audience understand what’s real, by helping leaders speak to audiences in a meaningful way. Not relying only on AI tools to form our communication,” Blanchette said. “Really get back to listening to our audiences, really good engagement, and ultimately trust is something awarded to you as you constantly do or say you’re going to do. You do all the right things and your audience will trust you.”

Lisa Covens, Senior Vice-President at Leger, says the AI formula should be 20-60-20 rule.

“Do 20 percent of the work upfront making sure you’re asking the right questions and giving it the right prompts. Let ChatGPT or AI do 60 percent of the middle work. You need to finesse it, read it, and fact-check it yourself and make sure it has your own voice before you start sending it to clients or media.” Covens said.

When asked about the Toronto Blue Jays chances to win the World Series. Mathewson said that they’ll win.

“I’m extremely confident. I’m certain that we are going to win at least one of the next two but I have a feeling something good will happen in the next game,” he said. “I don’t want to say the words out loud. I am a little superstitious.”

 

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

CPRS Toronto: In conversation with Lindsay Peterson, APR

For our November In Conversation With blog series, we connected with Lindsay Peterson, APR, Managing Director at Golin Canada, who has led the agency’s growth from a two-person start-up to a 35+ person integrated communications powerhouse. With more than two decades of experience shaping reputations for Fortune 500 companies, Lindsay serves clients such as Specsavers, Staples Canada, Ferrero, and the LEGO Group, while championing AI innovation and breakthrough creative work across corporate, healthcare and consumer sectors.

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

The pace of change in our industry has been extraordinary, and honestly, I’m here for it.

When I joined Golin to launch our Canadian operations in 2016, we were a single-client office with two employees. Today, I lead a team of 35+ integrated specialists delivering everything from large-scale, earned-first creative campaigns to national brand reputation initiatives to immersive experiential activations. I lead our corporate practice as well, and it’s seen exceptional growth, particularly accelerating during Covid as organizations recognized the critical importance of strategic communications. We’re seeing the tide turn again with the emergence of Gen AI and search optimization. It’s an exciting time.

I’m part of Golin’s global AI Champions team, so I’m actively shaping how artificial intelligence transforms our work and businesses of all sizes. From our newly launched FIRST ANSWER platform that helps brands optimize their visibility in ChatGPT and Gemini, to leveraging AI for research, strategic support and campaign optimization, we’re leading the industry transformation.

The breadth of expertise required in our profession has expanded dramatically. Today, I oversee teams across research and insights, social media and strategy. We have our own in-house content studio, digital innovation, influencer marketing, corporate reputation and sports marketing. We’re not just advisors anymore. We’re strategic business partners who understand data analytics, emerging platforms, AI applications, cultural movements, and how to create content that drives measurable business impact while building emotional connections with audiences.

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

A few fundamental shifts are reshaping everything we do at Golin.

The collapse of traditional media gatekeepers means earning attention requires a completely integrated approach. Our consumer practice, including sports marketing, exemplifies this evolution. We use real-time social listening and cultural insights to activate campaigns across multiple touchpoints simultaneously. Whether it’s leveraging Reddit conversations, partnering with micro-influencers, or creating TikTok-first content, we meet audiences where they are with authentic, culturally relevant messaging.

AI isn’t just changing how we work. It’s completely redefining brand visibility. With 67% of Gen Z using AI for research instead of Google, first impressions increasingly happen in ChatGPT responses, not on websites. This reality drove us to develop FIRST ANSWER, ensuring our clients appear prominently and accurately in AI-generated content. We’re experiencing the third major technological tipping point after the dotcom boom and iPhone launch, and Golin is at the forefront of this transformation.

The demand for integrated, measurable solutions has also intensified exponentially. Our work with CPG clients demonstrates this integration well. Campaigns rooted in strong insights designed to activate creative simply and seamlessly across earned, paid, owned, and shared channels. We’ve invested heavily in proprietary tools like Influencer IQ for real-time measurement and Emotiv Intelligence for predictive content testing. The days of PR operating in isolation are over. Today’s practitioners must be equally comfortable discussing impression share, conversion rates, emotional resonance scores, and brand sentiment. We need to be driving impact, not just impressions.

What truly differentiates Golin Canada is our commitment to building a culture where innovation meets humanity. We’ve created an environment where our team feels supported to experiment, fail fast, learn faster, and in turn, they consistently deliver smart work for our clients that cuts through.

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

The future belongs to practitioners who embrace change. Period. This includes intelligence augmentation, using AI to enhance rather than replace human creativity. As Golin becomes the first fully AI-integrated global PR agency by 2026, we’re discovering that the most powerful outcomes emerge when human insight guides technological capability.

Hyper-personalization at scale will become table stakes. With AI analyzing millions of conversations in real-time, we’ll move beyond demographic targeting to understanding individual contexts, emotions, and micro-moments. Our tools can even measure emotional intelligence in conversations. Imagine applying this granularity to every stakeholder interaction across every platform.

The earned media renaissance is coming, and Canada is uniquely positioned to lead it. As paid media faces growing scepticism and AI systems prioritize earned sources for credibility, PR’s influence will expand exponentially. Our bilingual, multicultural landscape demands nuanced approaches that larger markets often miss. This complexity is our competitive advantage, fostering creativity and cultural fluency that resonates worldwide.

Purpose and profit will become inseparable. The next generation demands authentic action, not just messaging. Practitioners who can navigate this complexity, connecting brand purpose to business outcomes while maintaining credibility, will thrive.

The most successful PR professionals will be those who can orchestrate complex ecosystems of human creativity, AI capabilities, cultural understanding, and business acumen. It’s not about choosing between technology and humanity. It’s about amplifying what makes us uniquely human through intelligent use of technology.

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

Become obsessed with continuous learning, but never lose sight of the fundamentals of PR.

Yes, you need to understand how AI works, why Reddit threads influence ChatGPT responses, and how to optimize content for machine learning. But technology amplifies skill. It doesn’t replace it. The practitioners who will thrive are those who combine cutting-edge capabilities with timeless expertise in storytelling, relationship building, and strategic thinking.

Dedicate time every week to experimenting with new tools and platforms. Join AI workshops, test emerging channels, analyze what’s working in other markets. But equally important, invest in deepening your core competencies. Can you distill complex ideas into compelling narratives? Do you understand the business dynamics driving your clients’ industries? Can you build authentic relationships in an increasingly digital world?

At Golin Canada, we’ve proven that success comes from creating an environment where people feel empowered to think beyond what’s in front of them, supported to grow professionally, and celebrated for their unique contributions. Encourage “working in beta.” Share knowledge generously. When you build a culture of curiosity, collaboration, and courage, exceptional work follows.

As Golin Canada nears its 10th anniversary in 2026, what excites you most about the future of communications?

As Golin Canada approaches our 10th anniversary in 2026, I’ve never been more energized about what’s possible for brands today. We’re living through the most exciting transformation in modern marketing. AI is opening entirely new ways for people to discover and connect with brands, audiences are looking for authenticity and genuine impact, and the brands winning today are those bold enough to lead culture rather than follow it.

Technology and humanity shouldn’t compete. Combined, they create experiences we couldn’t have imagined a decade ago. The brands thriving in this moment understand that business growth and social impact fuel each other, and that transparency and speed matter more than perfection.

I feel like we’ve spent ten years building our business for exactly this moment. Where some may see chaos, we see the most exciting opportunity in modern communications, and we’re looking for the brands and people ready to seize it with us.

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.