NEW PERSPECTIVES

Listening, Giving and Buying Better: How Communicators Can Make November 28 Count

By Anmol Harjani

November 28 brings a unique communications trifecta: National Day of Listening, You’re Welcome Giving Day, and Black Friday. Together, they form a perfect moment to pause, give back, and engage the public with purpose. It’s an invitation for communicators to rethink how we listen, give, and influence – not just today, but year-round.

Tip 1: Listen like a strategist, not just a storyteller

Great communicators know that listening isn’t passive – it’s data, empathy, and strategy rolled into one. This National Day of Listening, practice strategic listening by:

• Hosting mini “listening labs” – invite employees, customers, or community members to share what they really think about your brand or campaigns.
• Using social listening tools not just for trends, but for tone – what emotions drive conversations around your industry?
• Asking more “why” questions – understanding motivations helps prevent tone-deaf messaging later.

When we listen deeply, our messages land more authentically. Listening transforms campaigns from “for” audiences to “with” audiences.

Tip 2: Give with intention, not obligation

You’re Welcome Giving Day reminds us that generosity goes far beyond donations. In PR, giving can mean sharing expertise, offering a platform, or amplifying voices that might otherwise go unheard.

Try these ways to integrate intentional giving into your work:

• Offer mentorship to a student or early-career practitioner – generosity grows the profession.
• Co-create with communities rather than speaking for them. Let local leaders define success.
• Recognize small acts publicly – a simple internal “thank you” post can boost culture and connection.

When giving is guided by gratitude, it turns audiences into advocates.

Tip 3: Turn Black Friday into a values moment

While the world chases discounts, communicators can chase depth. Black Friday doesn’t have to be about flash sales – it can be a platform for brand storytelling rooted in purpose.

Consider helping brands or clients:

• Highlight sustainability – share the impact of mindful purchasing or circular initiatives.
• Celebrate local creators – pitch a “Shop Local Friday” story that champions small businesses.
• Show your receipts – be transparent about ethical sourcing or social impact commitments.

Black Friday can either fuel noise or amplify meaning. The difference lies in how we frame it.

Tip 4: Lead with empathy and purpose

November 28 is more than a date – it’s a reminder of our profession’s influence. The best communicators don’t just manage messages; they shape movements.

Ask yourself:

• Are we listening before we speak?
• Are we giving before we gain?
• Are we using moments of mass attention to build trust, not just clicks?

When empathy meets influence, our work becomes transformative.

Final Thoughts

This November 28, challenge yourself to approach communication with fresh eyes: listen with intention, give with generosity, and buy (or promote) with purpose.

Each action, no matter how small, helps shape a communications culture that’s grounded in humanity and driven by meaning.

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.

More Than a Moustache: Leveraging Movember for Impactful Communications

By Anmol Harjani

Each November, men around the world grow moustaches to raise awareness for men’s health issues such as mental health, prostate cancer, and testicular cancer. While Movember is widely recognized for its iconic moustaches, it represents much more than a fun tradition. It is a movement encouraging open conversations about men’s health and well-being.

For communications professionals, Movember presents an opportunity to engage audiences with purpose-driven campaigns that resonate on a personal and social level. It also demonstrates how brands can contribute to meaningful causes while connecting authentically with their communities.

Why Movember Matters

Men are often less likely to discuss their health openly or seek professional help when needed. Movember provides a platform to challenge these barriers, normalize conversations around health, and inspire action. For organizations, participating in this movement signals a commitment to social responsibility and awareness beyond business objectives.

How Brands Are Leveraging Movember

Many brands creatively use Movember to combine awareness with engagement. Some common approaches include sharing compelling stories of individuals impacted by health issues, launching social media challenges to encourage participation, and organizing fundraising initiatives for research and support programs. Beyond external audiences, companies often involve their employees, creating internal campaigns that foster team collaboration and shared purpose.

Real-World Examples

1. Pringles: In 2023, Pringles partnered with Movember to raise awareness for men’s mental health. Their campaign sparked over 127,000 conversations about men’s health, demonstrating how brands can leverage their platforms to promote important causes. In 2024, they expanded their efforts by providing free point-of-sale kits to retailers, further amplifying their message and encouraging consumer participation.

2. Gillette: Gillette has a long history of supporting Movember. In 2012, they launched a retro-style print campaign and opened a pop-up barbershop in London’s Carnaby Street, offering professional shaves and grooming to men participating in Movember. This initiative not only promoted men’s health awareness but also aligned with Gillette’s brand identity as a grooming expert.

3. Billie: Razor company Billie took a progressive approach in 2019 by featuring women with real moustaches in their Movember campaign. They encouraged other women to participate by growing their own moustaches and matched every dollar raised up to $50,000. This campaign highlighted the inclusivity of Movember and challenged traditional gender norms.

4. Movember Foundation and BBDO Toronto: The Movember Foundation collaborated with BBDO Toronto to create humorous posters inspired by classic literature, promoting the Movember cause. This creative approach not only captured attention but also conveyed the message of men’s health awareness in a memorable way.

5. Lamborghini: In 2021, Lamborghini partnered with Movember to raise awareness for men’s health through global Bull Runs. They released a short film discussing courage, fear, prevention, self-care, and what it means to be a man. This campaign utilized Lamborghini’s luxury brand image to elevate the conversation around men’s health.

Lessons for Communications Professionals

Communications teams can draw several lessons from successful Movember campaigns:

• Align messaging with values to maintain authenticity and credibility.

• Use multi-channel storytelling, including social media, blogs, newsletters and visuals to maximize reach.

• Collaborate with influencers, community leaders, or spokespeople to amplify messages.

• Measure impact by tracking engagement, awareness, and audience participation to refine future campaigns.

By integrating these strategies, PR and communications professionals can turn a seasonal awareness initiative into a meaningful engagement opportunity while demonstrating their organization’s commitment to social causes.

Movember reminds us that meaningful conversations and campaigns go beyond promotion. They reflect empathy, authenticity, and a willingness to make a positive difference in the lives of communities we 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.

National Stress Awareness Day: Prioritizing Wellbeing in Communications

By Anmol Harjani

Stress is an inevitable part of our professional lives, especially for communications professionals who often navigate tight deadlines, high expectations, and the constant demand for creativity. However, it’s crucial to recognize that stress doesn’t have to be overwhelming. With the right strategies and support systems, we can manage stress effectively and maintain our wellbeing.

Understanding Stress in the Workplace

Stress manifests differently for everyone. For some, it might be the pressure of an impending deadline; for others, it could be the challenge of balancing multiple projects simultaneously. Recognizing the signs of stress is the first step toward managing it. These signs can include irritability, fatigue, difficulty concentrating, and physical symptoms like headaches or muscle tension.

Strategies for Managing Stress

1. Prioritize Sleep and Nutrition: Adequate sleep and a balanced diet are foundational to mental health. Lack of sleep and poor nutrition can exacerbate stress levels and impair cognitive function. Aim for 7-9 hours of sleep per night and incorporate a variety of fruits, vegetables, and whole grains into your diet.

2. Regular Physical Activity: Exercise is a proven stress reliever. Activities like walking, yoga, or stretching can help reduce tension and improve mood. Even short bursts of physical activity can make a significant difference.

3. Mindfulness and Deep Breathing: Techniques such as deep breathing exercises, meditation, and mindfulness can help calm the mind and reduce stress. Practices like box breathing or alternate nostril breathing can be particularly effective in moments of acute stress.

4. Set Realistic Goals and Boundaries: It’s essential to set achievable goals and communicate boundaries effectively. Overcommitting can lead to burnout. Learn to say no when necessary and delegate tasks when possible.

5. Seek Social Support: Connecting with colleagues, friends, or family members can provide emotional support and perspective. Sharing your experiences and feelings can alleviate stress and foster a sense of community.

Corporate Initiatives Supporting Employee Wellbeing

Many organizations are recognizing the importance of mental health and are implementing programs to support their employees:

• IBM: IBM has been recognized for its efforts in promoting employee mental health and well-being through various programs and initiatives. The company has long adopted a systemic approach to provide mental health support to employees and improve overall health. The system relies on a “planning, implementation, evaluation, and review” cycle that audits employee wellness programs and requirements for health in the workplace.

• SAP: SAP has declared May 31 as SAP Mental Health Day 2022, an additional fully paid day off for all employees. This comes as an addition to the company’s “Are You Okay” campaign, which aims to prioritize mental health and raise awareness of the importance of early detection.

• American Express: American Express offers mental health counseling, stress management resources, and mindfulness training. The company also provides flexible work options and promotes work-life integration through wellness initiatives.

• Procter & Gamble: Procter & Gamble offers access to mental health resources, stress management programs, and on-site fitness centres. The company promotes a supportive work environment and encourages work-life balance through various initiatives.

Final thoughts

Managing stress is not about eliminating it entirely but about developing resilience and coping mechanisms to handle it effectively. By prioritizing sleep, nutrition, physical activity, mindfulness, and social support, we can navigate the challenges of our professional lives with greater ease. Additionally, supporting and advocating for workplace initiatives that promote mental health can create a more sustainable and supportive environment for all professionals.

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

November is here and it’s hard to accept that 2025 is coming to a rapid close. Depending on the industries and organizations you support, things may be slowing down for the year; or perhaps you’re just ramping up for the holiday season. No matter what you have on your plate, we hope you’re finding time to fill your cup and enjoy the changing of the seasons.

October was an exciting month for CPRS. We kicked off the academic year with another sold out iteration of Passport to PR. This is such a highly anticipated and exciting event for students, giving them a real glimpse into what a career in PR can look like.  We know these events are inspiring, motivating and energizing and we’re so happy to connect some of the leading agencies and organizations in Toronto with eager and engaged future professionals. I want to give a special shout out to Calissa Busby, who has served as the president of our student steering committee for the past two years and has managed such a successful run of Passport to PR events. While this marked her final event in that role as it’s time to pass the torch, we’re so proud of the connections she facilitated and are very proud to welcome her on to the Board in her new director position. Thank you for your hard work and dedication, Calissa!

The month ended celebrating CPRS Week with the State of Public Relations Report Roadshow in Toronto, a highlight that brought together practitioners to explore the trends shaping our field. From AI’s influence on communications strategy to the evolving role of trust and transparency, these discussions reinforced why continuous learning and community are at the heart of CPRS. Thank you to ChangeMakers for hosting such an informative event.

As we look forward into the coming months, we have lots of excitement in store. Our team has been hard at work to bring value to you, our members. Make sure you keep a close eye on your emails and on social media so you don’t miss out on the opportunities for connection, professional development and education coming your way. If your membership term is coming to an end soon, make sure to renew! You don’t want to miss out on all we have in store.

Thank you for being a member of CPRS Toronto, and thank you for being part of our vibrant PR community.

Best,

Andrea Chrysanthou, APR & Erin Griffin

Co-Presidents, CPRS Toronto

From Vanity Metrics to Real Impact: The Rise of Data-Driven PR

By Lucy Luc

 

Gone are the days when likes and impressions were enough to prove a campaign’s success. Today, PR teams are under growing pressure to connect storytelling directly to business results. With more brands demanding measurable outcomes, communicators are turning to data-driven strategies to prove the real return on investment (ROI) of their work.

As a Public Relations student at Humber Polytechnic, I learned through a class called Numeric Information in the Data World that numbers tell stories too. They can either inspire trust or cause confusion, depending on how we translate them. When PR professionals merge data with storytelling, numbers stop being cold statistics and become narratives that move people to action.

Here is how data breathes life into every stage of the RACE(E) model: Research, Action, Communication, Evaluation and Expansion.

Research: Turning Numbers into Narratives

Research is the foundation of any effective PR strategy. In today’s digital world, it is also where data first proves its value.

Through analytics, communicators can identify audience behaviour, preferences, and motivations. This insight shapes targeted communication, helping PR teams determine who to reach, where to reach them, and when to make an impact. Data transforms guesswork into precision.

• “Data transforms guesswork into precision and storytelling into strategy.”

According to Agility PR Solutions (2024), integrating data analytics allows PR professionals to uncover trends and identify key audience segments, ensuring messages resonate with the right people at the right time. Similarly, PR News Online (2023) notes that data-backed research strengthens credibility by providing objective proof, something increasingly demanded in a world flooded with information.

When used creatively, primary data can also uncover emerging trends and serve as compelling news hooks. Brands that leverage these insights often position themselves as thought leaders, attracting both media coverage and audience trust.

Action Planning: From Insight to Strategy

Once research insights are collected, data guides action. Strategic planning rooted in analytics ensures every decision, whether about messaging, platform selection, or timing, is grounded in evidence rather than assumption.

Data-driven planning does more than optimize ROI. It helps teams learn what narratives perform best and what content connects most deeply. Forbes (2023) emphasizes that data insights reduce campaign risk and sharpen strategy by showing which stories resonate across different channels.

• “Data is more than a performance tracker. It is a strategic compass.”

As Rasmussen College (2024) explains, data storytelling makes information accessible and actionable. By turning raw numbers into meaningful insights, communicators can present results that stakeholders understand and act on.

Communication: Building Credibility Through Proof

Every PR professional knows that credibility is the currency of communication. Data strengthens that currency.

When organizations back their messages with verifiable data, they increase trust among journalists and audiences alike. Original insights or proprietary statistics can give brands an edge, transforming ordinary press releases into credible, newsworthy stories.

Visualizing metrics through infographics or charts also helps audiences understand complex ideas quickly. As Agility PR Solutions (2024) highlights, audiences respond more positively to information supported by data than to opinion-based claims. The result is a story that is not only compelling but credible.

Evaluation: Measuring What Truly Matters

For decades, PR success was measured in vanity metrics such as likes, impressions, and media mentions. While still relevant, these surface-level indicators rarely capture long-term impact.

Today, PR evaluation has evolved. Forbes (2023) notes that data allows communicators to identify what drives engagement, uncover inefficiencies, and refine future strategies. Rather than counting clicks, PR professionals now assess how campaigns influence perception, loyalty, and behaviour.

• “Data reveals the story behind the story. It tells us why something worked and how to make it better.”

Expansion: Stories That Break Through the Noise

In an overcrowded media landscape, journalists receive dozens, sometimes hundreds, of pitches each week. Cision’s 2022 Global State of the Media Report found that more than 50 per cent of journalists receive over 50 pitches a week, and 24 per cent receive up to 100. To stand out, your story needs more than a catchy subject line. It needs substance.

Data offers that substance. A press release enriched with quality statistics appears more legitimate, helping journalists see your story as credible and newsworthy. In the long term, data-backed pitches can strengthen relationships with media professionals by demonstrating reliability and expertise.

Beyond media outreach, analytics tools such as website traffic reports, social listening dashboards, and sentiment analysis provide ongoing insights into how audiences interact with content. These insights help PR professionals make smarter, evidence-based decisions about future campaigns (Cision, 2022).

Conclusion: Data-Literate Storytellers

The rise of data-driven PR marks a new era in communication, one where numbers and narratives coexist. PR professionals who can interpret data, craft stories around it, and translate insights into strategy will lead the industry forward.

Lucy Luc is 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.

How Post-Season Marketing Campaigns Add Fuel To The Fire For Professional Sports Teams?

By Sanjeev Wignarajah

Want It All, We The North, Northern Uprising.

What do all these marketing campaigns have in common? It’s the post-season for teams that made it to the playoffs with a statement. After a gruelling season with roster rebuilding and adding in the missing pieces. One of the 16 teams will enter the gauntlet to win the ultimate prize. As fans root for their team throughout the season. Their social media team cooks a secret sauce to create hype and deliver a powerful message and statement not just for the team… but for fans. Here are some examples where sports teams use post-season marketing campaigns to build hype.

2025 Toronto Blue Jays – #WANTITALL

The 2025 Toronto Blue Jays made it to the American League Divisional Series (ALDS). It’s also been 10 years since they made it to the ALDS. While October Baseball is the official slogan for the post-season. Each team’s campaign is different. Want It All is the Toronto Blue Jays’ post-season marketing campaign. It is also the name of the British rock band Queen song.

The campaign is a psychological and emotional one as the Toronto Blue Jays have gone through a rebuild since 2017 with new ownership, new managers, and a new roster. Beyond that, it’s been 32 years since the Blue Jays won the World Series and a quest to bring the title back to Canada. Want It All is a spin-off from Win It All. The fans know it and their passion runs deep from memorabilia to the countless archival recordings on the screen etched into the memories.

The message is clear: Win and the country will party like no tomorrow. As Drake said, “What a time to be alive.” To quote The Roots off of their track for the 2016 NBA Finals Champion: “If you a champion, show me you a champion.”

Toronto Raptors – #WeTheNorth

The Toronto Raptors won their first ever NBA Championship in 2019. It was an epic journey from Kawhi Leonard’s buzzer-beater shot in game 7 against the Philadelphia 76ers in the Eastern Conference Semi-Finals to a down to the wire game 6 battle against the Golden State Warriors in the Finals.

It wasn’t just the city that went off throughout the playoff run. It was the entire country. WeTheNorth wasn’t just a statement… It’s a symbolic one. Canada’s contribution to the sport of basketball runs deep from Dr. James Naismith to the birth of two Canadian franchises: Toronto Raptors and the Vancouver Grizzlies (Later moved to Memphis in 2001).

The amount of talent coming from Canada has been tremendous from Jamal Murray, RJ Barrett, Steve Nash, Shai Gilgeous-Alexander (SGA), Lu Dort, and many more Canadian ballers who are dominating in the NBA and Canada’s men’s national team. Let’s not forget the Canadian women who are making waves in the WNBA and Canada’s women’s national team. The Toronto Tempo will make its WNBA debut in the 2026 season.

Basketball is a universal sport. All you need is a ball, some friends, and a basketball court. The passion runs deep in communities from coast to coast to coast.

Toronto FC – All For One

Toronto FC, a Major League Soccer (MLS) team, have been in the league since 2007. They have won one MLS cup and made it to three MLS Cup finals. Similar to the Toronto Raptors’ marketing campaign. TFC’s marketing campaign All For One signifies a united front. More of a legion of passionate football fans and futbolistas bringing their passion onto the pitch to win.

Off the pitch is a completely different story. While the sport is still growing and Toronto being one of the host cities of the 2026 FIFA World Cup. Both the men’s and women’s national teams have made strides on the international level. Beyond that, there are grassroots levels to help mentor communities to teach foundational skills that will help them in the future.

Final Whistle

The post-season brings excitement through marketing campaigns that will not only bring the hype but connect passionate fans. With each post-season comes a story of the journey to the playoffs. The highs and lows. The ill-will to win and to be a champion.

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.

Illuminating Connections: What Diwali Can Teach PR Professionals

By Anmol Harjani

As Diwali approaches on October 20, PR professionals across Canada have an opportunity to reflect on the festival’s cultural significance and its relevance to communications strategies. While not a national public holiday, Diwali is celebrated widely, with municipalities like Toronto and Mississauga hosting large-scale events that attract thousands of attendees, highlighting the increasing visibility of South Asian culture in Canada.

Understanding Diwali in the Canadian Context

Diwali, known as the Festival of Lights, is celebrated by millions of Canadians, particularly within Hindu, Sikh, Jain, and Buddhist communities. With over 2.6 million Canadians identifying as South Asian, Diwali has become an important cultural touchpoint. People from diverse backgrounds increasingly attend local Diwali events, participate in community celebrations, and engage with related cultural content, creating opportunities for PR professionals to design communications that resonate across audiences.

Consumer Behaviour and Market Insights

Diwali is also a key economic moment. Research indicates that 95% of Indian Canadians make specific shopping trips for the festival and 84% attend public Diwali events. Additionally, 62% of shoppers plan to spend more during Diwali compared to the previous year, with 47% starting their purchase journey before July and 78% before September. For PR professionals, these trends highlight the value of early, targeted engagement to reach audiences during the festive season.

PR Opportunities Around Diwali

For PR professionals, Diwali offers a chance to craft campaigns that are culturally relevant, community-focused, and strategically timed. Consider these approaches:

• Cultural Sensitivity and Inclusion: Build campaigns that respect the religious and cultural significance of Diwali, focusing on themes such as light, hope, and renewal to connect authentically with audiences.
• Community Engagement: Collaborate with cultural organizations and community leaders to co-create initiatives that celebrate Diwali traditions and foster meaningful engagement.
• Brand Storytelling: Share stories that highlight personal or family experiences of Diwali, emphasizing values such as unity, gratitude, and resilience.
• Multimedia Strategies: Use visual and digital platforms to showcase Diwali celebrations, DIY decorations, or festive recipes, ensuring content is engaging and shareable.

The Growing Influence of Multicultural Marketing

Canada’s multicultural landscape presents both challenges and opportunities for PR professionals. The increasing diversity of the Canadian population necessitates a more inclusive approach to communications. Brands that recognize and celebrate cultural events like Diwali can build stronger connections with diverse audiences, fostering loyalty and trust.

Moreover, the rise of digital platforms has amplified the reach of multicultural campaigns. Social media, influencer partnerships, and digital storytelling have become powerful tools for engaging audiences during festive seasons. PR professionals can leverage these platforms to create authentic and impactful campaigns that resonate with multicultural communities.

Looking Ahead: The Future of Diwali in Canadian PR

As Diwali continues to grow in prominence, its influence on Canadian PR strategies will likely increase. PR professionals should stay informed about cultural trends, consumer behaviour, and digital marketing innovations to effectively engage with diverse audiences during festive seasons.

By embracing cultural diversity and integrating inclusive practices into their campaigns, PR professionals can not only enhance their brand’s reputation but also contribute to a more inclusive and connected Canadian society.

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.

Narrow Feeds, Shorter Attention: What Instagram’s Interest Targeting Means for PR
By Anmol Harjani

Instagram’s latest move toward interest-based content targeting marks a significant shift in how audiences engage with media, brands and ideas online. In a recent update, users are being prompted to select specific topics they want to see more of, from skincare and education to tech, apparel and food. While this may appear to be an advertising-focused feature, it has real implications for public relations and communications strategy.

When audiences begin curating their feeds intentionally, the open space for discovery narrows. What used to be a passive content stream is becoming increasingly filtered, segmented and preference driven. For PR practitioners, this shift introduces both a challenge and an opportunity: precision will matter more than presence.

Discovery Is No Longer Accidental

A core function of PR has always been visibility and getting the right message into the right public sphere. Platforms like Instagram have historically allowed for broader reach through algorithmic exposure and organic spill over. With interest targeting, that spill over becomes less frequent.

Audiences who opt into predefined categories may unintentionally filter out stories, campaigns or community content that would have otherwise appeared in their periphery. It’s not that people are less open to engagement, they’re simply less likely to encounter content that wasn’t created with them directly in mind.

This means communicators will need to think beyond demographics and build strategies around interest identities. Knowing who the audience is will no longer be enough and PR teams must understand what they have told platforms they care about.

The Attention Window Was Already Short

The modern attention span on social media is short and constantly shrinking. Creators, brands and media outlets have only a few seconds to land a message before audiences scroll past. Now, with curated content streams, there is even less room for experimentation, slower storytelling or generic messaging.

In this environment, campaigns that rely on build up or delayed payoffs risk getting lost entirely. The first line, first visual or first three seconds of content must signal immediate relevance and not just aesthetic appeal. PR messaging needs to start with clarity rather than context.

Short-form video, in-feed hooks, interactive posts and fast-framed storytelling will play a larger role in making initial contact. Content that assumes attention will not earn it.

Impacts on Campaigns, Collaborations and Media Relations

With narrower discovery paths, partnerships and placements must be far more intentional. Influencers, creators and media outlets selected for amplification will need clear alignment with audience interest tags and not just follower counts.

A travel campaign, for example, might previously have relied on a lifestyle influencer with broad reach. With interest-based segmentation in place, the same story may perform better through micro-collaborators in sub-sectors such as budget travel, sustainable tourism or local experiences.

Similarly, earned coverage will compete in more curated feeds. Journalists and creators who already specialize in niche categories will carry more weight than general voices. For PR professionals, this means reframing media lists, refining pitches and building relationships that map to evolving digital behaviours.

From Broad Messaging to Micro-Relevance

This shift doesn’t eliminate opportunity but it reshapes it. Communicators who adapt early can deliver higher-impact stories with less noise. Key considerations going forward include:

• Lead with specificity, not slogans
• Tie message angles to interest-driven themes
• Use multiple formats to reach segmented audiences
• Build relationships with creators and media rooted in niche authority
• Test, measure and revisit distribution rather than assume reach

Rather than competing for every feed, practitioners will need to understand which feeds they belong in and why.

A New Layer in the Attention Economy

Interest targeting does not diminish the role of PR, it raises the bar for relevance. The competition is no longer simply for space, it is for intentional inclusion in spaces audiences have already defined for themselves.

As platforms continue to formalize preference-based feeds, communicators will need to plan with the same precision as advertisers while maintaining the credibility and narrative depth that define public relations.

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.

 

Authenticity Over Aesthetics: Audience Fatigue in PR Today

By Anmol Harjani

Attention isn’t disappearing, it’s disengaging. In Canadian PR spaces, the biggest challenge isn’t reach, it’s relevance. Audiences are tuning out anything that feels overproduced, promotional or inauthentic.

Rising Fatigue, Declining Trust
The constant flow of branded messaging has reduced attention spans and lowered tolerance for anything that feels like advertising. What once signalled credibility now risks being ignored. Audiences respond more to content that feels human, spontaneous and grounded in real experience.

Authenticity as Strategy, Not Style
Authenticity is no longer a tone, it’s an expectation. It’s less about appearing casual and more about aligning messaging with values, voice and intent. Organizations that incorporate real perspectives, behind-the-scenes storytelling, and human tone are seeing stronger engagement than those relying solely on polish.

Why UGC and Micro Creators Are Gaining Ground
User-generated content (UGC) and smaller creators are resonating because trust is built through relatability. Micro creators often outperform larger influencers by offering content that feels personal, unfiltered, and experience-based. Their audiences engage not because of production quality, but because the message feels real.

What Local Creators Are Seeing
We asked two Toronto-based UGC creators why audiences are less responsive to polished brand content, and what performs best with their followers. Here’s what they shared:

Kalpana Parmar said:
“People are craving realness. When content feels too perfect or staged, it’s harder to connect with, especially when you’re scrolling and looking for something genuine or relatable. Anything personal and unfiltered—like GRWMs, casual voiceovers or real moments from my day—always performs best. My audience connects more when it feels like a conversation, not a commercial.”

Rashi Agarwal added:
“People know when content is scripted or coming from a brand playbook. When five creators post the same product the same way in the same week, it takes the originality out of it. My best-performing content is always real-time, experience-based and unfiltered. When people can imagine themselves in the moment, they connect—and I think UGC creators need to be the new focus for brands.”

From Output to Connection
The future of PR lies less in presentation and more in perspective. Trust is being built through real voices, grounded storytelling, and partnerships with creators who feel accessible, not aspirational.

In an era of content fatigue, authenticity isn’t a trend. It’s the new entry point to attention.

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.