NEW PERSPECTIVES

Written by: Carolina Salinas, public relations and corporate communications graduate, Professional Development Inclusion & Equity Co-Chair, CPRS Toronto & Anjali Rego, Professional Development Subcommittee member

Diversity and inclusion have been an ongoing topic of discussion, where awareness has grown following the Black Lives Matter movement that originated in the U.S. However, there is still much work to do to combat racism, discrimination, and inequity within the Canadian public relations and communications industry.

Although systemic racism in the industry and society is not a new topic, talking about the elephant in the room within the public relations industry is a big step toward generating inclusion and diversity within workplaces. This was the topic tackled by CPRS Toronto’s most recent professional development event, held on Feb. 25.

The event was hosted and moderated by Gail Strachan, CPRS Toronto’s Director of Professional Development and Chair of Inclusion and Equity. Guest speakers included  Rohini Mukherji, Vice President Integrated Communications, APEX Public Relations and Rob Ireland, Senior Vice President Hill + Knowlton Strategies (H+K). Each speaker and moderator gave insightful information on inclusion, diversity and equity in Canadian public relations firms and how PR professionals can generate a change among the society so that our employers include this topic in their core values.

Rohini and Rob began the conversation by highlighting that neither of them attended public relations schools. Despite not having traditional educational backgrounds, someone took a chance on them because of their transferable skills, which gave them a foot in the door into the world of PR. This view was confirmed by Gail’s experience as well, now in a completely different industry, Management Consulting, where she is able to leverage her legal background and communication skills in technology transformation projects.

Although an immigrant to Canada, Rohini shared her story as being atypical because she came to Canada as a student at the age of 17, when there weren’t many people of colour working in PR. With university education being an equalizer, she did not face the same barriers as other BIPoC individuals. Being aware of the barriers to entry, Rohini supports those around her who are entering the field.

“Breaking the glass ceiling is great, but we have to send the elevator back down,” she stated.

Despite being a White man, Rob had the opportunity to support the Black North Initiative, its board and committees when H+K Strategies was named the pro bono PR agency of record. To support the Initiative’s commitment to combating anti-black racism in society and Corporate Canada, Rob wore a Black North Initiative t-shirt to the event. He encouraged participants to also support this change of perspective within the PR industry. 

“We need to listen and be able to relate to the communities we serve, and the face of our companies needs to reflect this. As a leader in a PR firm, we need to hire the right people with different lived experiences and thinking,” said Ireland.

Rob mentioned that PR agencies typically hire from PR schools, where students tend to be predominately White. Both Rob and Rohini agreed that Canadian public relations firms must commit to making leadership ranks more diverse, removing barriers to recruitment, retention, and advancement to improve the representation of BIPoC at all levels.

Gail mentioned that it is important to implement unconscious bias training, create safe spaces for employees from underrepresented groups, advocate for change with clients, and foster diverse representation in the content we draft on behalf of employees in our organization and our customers. She also mentioned the importance of making equity and anti-racism a focus topic within public relations firms and organizations. 

When organizations hire someone who is a culture “fit”, Rohini proposed eliminating that requirement so that organizations are more welcoming of an individual.

“It is up to the organization welcoming them, not the individual being interviewed. That is on us,” said Rohini.

The interview process is the start of a relationship. As Rob stated, a relationship should start with dignity.

“We as employers need to create this open environment so people will feel safer being themselves,” said Rob. Gail added, “BIPoC individuals take measures to make White people feel comfortable during interviews. What are White interviewers doing to make candidates feel more comfortable?”

Before concluding, Rob encouraged the audience and candidates to take some action steps by asking future employers bold questions about how the organization supports inclusion and diversity. Run to the organizations that embrace diversity and this will force the other ones to do it,” said Rob.

After the chat, audience members asked questions, which led to interesting discussions about personal growth, new understanding and concerted effort to address a great employee experience in the PR industry. It was a golden opportunity where virtual attendees raised their voices and spoke candidly about their experiences.

The conversation wrapped up for the night, but the discussion continues.

CPRS Toronto plans to continue hosting professional development events, so stay tuned for those.

Written by: Sarah Heiman, Rebecca Moe, Daisy Johanna Uy and Charmaine Blair, CCPR postgraduate students, Centennial College

Today’s powerful zeitgeist is around social responsibility and collective action. With the public’s demand of representation in the workplace and the work that we do, communicators are driven to contribute to the work of diversity, equity and inclusion (DE&I) in our industry.

We PR students talked to Fatyma Khan, Meghann Cox, Jeannette Holder and Mubashira Farooqi, four Toronto-based communicators from different sectors, about this critical issue. Here are just a few of the things we learned from them:

1. Put yourself out there.

Meet people outside your normal circle. Mubashira shared this realization: “If I don’t use my voice, how can I ask anyone else to?” How can we expect people to engage when we don’t engage ourselves? Putting ourselves out there encourages others to do so too.

2. If you see something, say something.

As communicators, we have our ears to the ground so we can do effective work. That means we can prompt colleagues and people in power when acceptance is missing. Fatyma says we can “nudge executives and remind them that, ‘Hey, there’s a little imbalance here. Do you notice that imbalance? Here are the things that you can do…’”

Often, something continues in the industry because it’s familiar and it’s the way it’s always been done. This doesn’t mean it needs to repeat though, and we can help the learning process of diversity along with these simple nudges.

3. Small actions can create ripples of influence. 

Some actions may seem small; some initiatives may not feel noteworthy. Reframing those actions as the start of meaningful progress is a reminder that every step is a contribution. Be it a scholarship or a wider campaign, taking those tiny steps often snowball into meaningful work that can influence the industry.

4. Recognize that no two people have had the same life experiences.

Fatyma reminds us that, “representation helps us identify that no one person has lived the same life or had the same life experiences, and there’s something to learn from each other.” When we take in different perspectives and stories and put ourselves out there in turn, we learn to be kinder with each other. That makes us more humane, and our work more interesting as well.

This realization also leads to significant interactions in the workplace, just like when Jeannette shared about PwC employees sharing their lived experiences.

5. Emotional intelligence is important especially in leadership roles.

We are increasingly seeing the role of emotion in effective leadership, particularly in uncertain times. Empathy, respect and concern for people go a long way towards creating connection with the people we work with and our audiences as well.

Today’s episode and our reflections show the beginnings of more acceptance in the PR industry, even as there’s space for work to be done. As forward-thinking communicators, we can be part of that change, helping shape the industry in the work that we do. You can listen to the full episode by clicking here.

The Future of PR Looks Like Us campaign

The Future of PR Looks Like Us is led by a team of Centennial College PR and corporate communications postgraduate students in partnership with the Canadian Council of Public Relations Firms (CCPRF). We intend to highlight the importance of diversity, equity and inclusion (DE&I) in the PR industry. 

This blog accompanies a podcast series exploring diverse voices that influenced the industry and featuring work done by PR students from Centennial College. Learn about diverse figures of PR’s past who have shaped the industry for today’s BIPOC professionals. Listen in to uncover misconceptions and learn about the opportunities the industry holds. The series closes by highlighting the bright future PR professionals and students see as diversity grows within the industry. 

Written by: Madelynn Vahrmeyer, SSC Assistant VP External and Humber College Post-Graduate Public Relations Student

Up until this past year, I found every excuse in the book to avoid the task of networking. It felt like every time I had tried, my efforts brought me nowhere, and connections remained surface level.

Maybe it was hearing the phrase “It’s not what you know, it’s who you know” one too many times, or reading about the “hidden job market” – but eventually, I realized my excuses were mainly rooted in fear and decided it was time to adopt a new mindset towards networking.

Not surprisingly, the more I started reaching out to people for coffee chats and attending networking events, the less scary it became. Not to mention the current virtual environment making it easier than ever to hop on a Zoom call for a virtual chat. 

Throughout the process, I gained confidence in my networking abilities and discovered there is no single right way to network. There are, however, certain practices that will help you get the most out of your networking efforts. Here are six tips to help you make meaningful connections and build a strong network. 

Get clear about your networking goals

Before you start sending out the same generic message to everyone on your LinkedIn profile, think hard about your end goal. Are you simply trying to expand your network and meet new people? Are you looking for a new opportunity? Is there a person with a career you admire that you want advice from? 

Having a clear goal in mind will allow you to be strategic with your networking efforts and target the right people with intention and purpose. 

Refrain from making it about you

If you’re a student and you’ve scored the opportunity to speak with a professional or someone whose career you admire, the last thing you want to do is focus the conversation on yourself. Remember, networking is not the same as interviewing.

In fact, you shouldn’t be networking if the only thing on your mind is your personal agenda. Enter conversations with the goal of being open, friendly, and curious. Your most genuine connections will be made with this approach.

Always come prepared

It’s not enough to have a pen and paper in hand. If you want to get the most out of your networking, you have to do your research. A quick scan of someone’s LinkedIn profile or a company website will give you enough information to form questions that demonstrate a genuine interest in the person you’re talking to. It’s also a great way to show that you are proactive and take your career growth seriously. 

Become a LinkedIn pro

With over 722 million users, LinkedIn is a professional networking goldmine. Being familiar with the platform is good, but using it beyond the basic functions will be extremely beneficial for your networking. To start, follow the professionals and companies you’d like to work for and engage with their content. Actively post your accomplishments, and always keep your profile up to date. After all, if you didn’t post it on LinkedIn, did you even do it?

Pro Tip: Use LinkedIn’s tailored search tool to find alumni from your college or university. If you find someone at a company you want to work for or in a role you admire, use the shared interest to spark up a conversation with them.

Join professional organizations and attend their events

Nearly every professional networking event I’ve attended has led to a new connection. Events are a great way to meet other people with similar goals and interests and learn from those hosting the event. 

To stay in the loop about industry events that are relevant to you, join the professional organizations within your industry that are frequently hosting webinars, panels, and Q&As. Becoming a member of these organizations will also introduce you to a like-minded network of industry professionals. 

Always say thank you

It may seem like a no-brainer, but it is imperative to express your gratitude for every networking opportunity. If you had a one-on-one chat, follow up a few days after with a thank you note. If an organization threw a great event, shout them out on your LinkedIn with a thank you.

This effort will not go unnoticed and may even open another networking opportunity in the process!

Use these tips to help you take your networking to the next level. Remember, the best results will come from truly believing in the power of networking as a tool to advance your career. A robust and reliable network could be the ticket to your next big opportunity. 

Written by: Samiha Fariha, Account Executive, Torchia Communications

The media landscape has changed significantly and COVID-19 has brought even more changes. To gain top coverage on those popular mornings, afternoon and weekend shows on TV and radio or even editorial opportunities on print/web, public relations professionals need to be creative more than ever. 

It is no longer feasible to pitch media every news that comes from your brand that it might consider important or newsworthy. If your pitch is not targeted, offering value or clear and specific then your pitch will not get the coverage you are hoping for. Below are some useful tips you can follow the next time you are doing media relations for your brand. 

1. Tailor your pitch note to the media type

When pitching media, make sure to personalize your pitch according to the media type. If you are pitching radio, make sure to mention in the pitch “this pitch will appeal to your listeners.” If you are pitching TV, mention “this pitch will appeal to your viewers” or if you are pitching print/web, mention “this pitch will appeal to your readers.”

Remember to further personalize your pitch for engaged media. If a media covered your brand before for a similar story, remember to mention it in the pitch note. For example, if a media covered your brand’s Easter toy segment last year then mention it in the pitch note and also highlight how the viewers or listeners will benefit from this segment.   

2. Be clear and specific in the subject line about the opportunity 

In one day, your media contacts probably receive over 50 pitches. That is why being clear and specific in the subject line about your opportunity will lead more media to open your emails. 

If you are pitching morning, afternoon or weekend shows on TV and radio with segment opportunities then remember to mention in all capital letters “SEGMENT IDEAS” in the subject line. If you are pitching, print/web media with story ideas then remember to mention in all capital letters “STORY IDEAS” in the subject line. However, if you are pitching your spokesperson for interviews, remember to make it very clear in the subject line what the pitch is about by mentioning in all capital letters “INTERVIEW OPPORTUNITIES” or “INTERVIEW OPP.”     

3. Prioritize follow-ups with media by email over the phone 

Due to the COVID restrictions, more media are working from home and this makes following up by phone difficult. To have your pitch really be effective in this current time, you need to follow up by email. 

When following up with the media by email, make it clear to them that you are following up about your pitch. For example, add in the subject line mention in all capital letters “FOLLOWING UP.” Taking this approach will lead more media to respond to you to let you know of their interest in covering your pitch or not.   

4. Partner with influencers for media tours to prevent being charged for segment opportunities

The media landscape is constantly changing. More media are moving towards a ‘pay to play’ business model, which involves brands paying a cost to secure a segment opportunity on the morning or afternoon shows on TV. Sometimes these segment opportunities could cost up to $1000 to $3000. The best way to secure an editorial opportunity in this current time is to partner with an influencer who is doing media tours. These influencers are usually regular brand experts on these popular shows and also these influencers have a relationship with these producers.  

For example, popular shows like The Morning Show on Global News have their own toy experts they like to use on the show. However, if you would like to be on this show with your own toy expert showcasing the toys available at your brand’s store for the season then you will need to pay for the segment. However, when you partner with an influencer, the segment will be more editorial focused such as a multitude of products will be covered as part of the segment along with your brand’s product. Also, these influencers offer an affordable rate to be part of their media tour such as for four interviews on top morning shows across Canada you can pay potentially $3000 to $4000.   

5. Ask an influencer to be your brand’s ambassador or spokesperson to prevent your pitch from being too advertorial 

You might have the best intention when you pitch media with your segment opportunity or a story idea for radio, TV or print/web, but oftentimes in the midst of pitching, we forget whether our pitch sounds advertorial or editorial. If you are pushing your spokesperson for lifestyle segments to talk about your products then the chances are high that your pitch sounds advertorial. Also, the producers you are pushing this pitch at probably know it as well, so you should not be surprised if your pitch gets forwarded to the media outlet’s sales representative. 

The best way to prevent your pitch from sounding too advertorial would be by partnering with an influencer. Hire the influencer to be your spokesperson or brand ambassador. This will help the pitch to be more editorial-focused because the story will add value instead of just being focused on your brand’s key messages.

6. Media train your spokesperson for Zoom or Skype interviews to make the interview engaging

Due to the CODVID-19 restrictions, more morning, afternoon and weekend shows on TV have shifted to Zoom or Skype interviews. Although, virtual interviews are more convenient, sometimes without proper media training the spokesperson can get too comfortable in these interviews and make mistakes and also the interview can come out as visually unappealing.

When you have secured the virtual interviews for your spokesperson on a popular morning, afternoon and weekend show on TV, remember to media train them properly. In the media training session, go through how to properly answer the interview questions on air, what to wear during the interview, the appropriate Zoom or Skype background to have during the interview and finally how to set up the table during the lifestyle interview, so the spokesperson is able to go through the top products in order.   

Written by: Anjali Rego, Communications Consultant, Milestones Public Relations and Contributing Writer, CPRS Toronto

I landed in Canada as a permanent resident in April 2018, but I moved here a year later in April 2019 with my 16-month-old daughter during my fifth month of pregnancy with the next baby. Settling my daughter in and preparing her for the arrival of a sibling was my priority. However, I was worried about taking a break from my career and having a gap in my resume, which employers often frown upon. 

Therefore, I enrolled in a bridging program for internationally trained media professionals. Before remote learning became popular, the administrators allowed me to take the program online since I was caring for an infant and a toddler. I started the program in September 2019, six weeks after having a baby. As technology allowed me to attend classes online, my daughters and I were virtually present in class. 

The job market for media and communications professionals is almost inaccessible to new Canadians. Most employers do not value international work experience and insist on hiring candidates with Canadian work experience. The best way to gain Canadian work experience is through volunteering. However, with a single income that paid the rent and bills, there was no way I could afford to send my daughters to daycare while I volunteered to gain Canadian experience. 

While I was applying for jobs online, I also knew the importance of networking and having coffee chats. To attend networking events and have coffee chats, I would have to wait until my husband got home from work, and only then could I travel from Mississauga to Toronto. When I had a job interview, my husband would take a day off work to stay home with our daughters.

When my younger daughter was six months, I started job hunting in full swing, but we went into lockdown. Many people were laid off, and with more people in the job market, a person like me with no Canadian work experience would get to the bottom of the pile.

With everything now being virtual, I reached out to professionals on LinkedIn whose careers inspired me. I requested informational interviews. Many professionals I approached agreed to speak with me over the phone and on video. They introduced me to others in their network. I could have virtual coffee chats and connect with professionals in the industry without leaving my house. I could even attend job interviews virtually.

I joined professional associations like the International Association of Business Communicators (IABC) and the Canadian Public Relations Society (CPRS). The fee to join professional associations can be prohibitive for new Canadians as there are no membership subsidies for this category. Nonetheless, I was in the middle of a bridging program and was eligible to join as a student member, making it affordable. I attended professional development workshops and networking events without leaving my house. I started volunteering with both organizations remotely.

What was earlier inaccessible and unaffordable to me now became accessible and possible because of COVID-19. Though I am still finding my feet professionally, since the lockdown, I have found an opportunity in public relations, had over 100 virtual coffee chats, built relationships with the professional community, volunteered, and attended professional development events. I managed to do this while caring for an infant and a toddler only because virtual is the new normal. 

While COVID-19 was challenging for many, I took advantage of the new normal. Instead of being a victim of exclusion and limited opportunities as a newcomer and a new mother, I owned the situation and found ways to develop professionally and connect with the professional community.

Written by: Kaila Currie-Bartlett, public relations graduate, Event & Project Specialist, Fluid & Digital Communications Coordinator, CPRS Toronto & James King, public relations graduate, Account Executive, Earned Media, Technology, Edelman & Co-Chair, Communications & Marketing, CPRS Toronto 

2020 was a year filled with wakeup calls for many organizations and PR practitioners when it came to crisis and internal communications. It forced us to address global issues, navigate a pandemic and put transparency at the forefront of the way we communicate with our audiences, stakeholders, as well as internal staff.

As we continue to navigate the pandemic and adjust to employees working remotely for the near future, here are the top three trends to consider as you communicate to your audiences and employees.

Crisis and internal communications remain a top priority

The pandemic made many practitioners deviate from their traditional plans and was a true test to an organization’s internal and external communication plans. It was very unexpected, but an important learning for many. 

Far more often than normal, senior leaders and executives were required to get in front of stakeholders to explain strategies and decisions, as well as express any organizational changes. Employees have made it very clear that strong leadership requires transparency even when the news may not be positive. In being upfront and creating a more company-wide dialogue, organizations have the opportunity to build a more trusting environment with more invested employees.

Moving forward, we can expect that many organizations will prioritize crisis and internal communications to ensure the overall health of the business. 

Trust – organizations must focus on being authentic and transparent 

As noted in the 2020 Edelman Trust Barometer spring update, none of the four societal institutions (government, business, NGOs and media) were particularly trusted to address the onset of the COVID-19 pandemic in both an effective and ethical manner. Furthermore, findings shared in the most recent 2021 Edelman Trust Barometer annual update found that the public’s uncertainty about the future had heightened, especially in light of the impacts of additional crises including the ongoing economic downturn and issues related to systemic racism.

Given all of these major shifts happening across the global landscape, trust continues to be a key priority area that must be directly addressed moving forward. With ongoing problems in the context of systemic barriers and socioeconomic inequalities, trust has become a crucial aspect for leaders to consider when using their influence and power to chart the path forward.

Organizations should look to display their conviction through enacting internal policy changes and industry-wide mandates that demonstrate their commitment to meaningful and deliberate  long-term action. From all this, the public will also look to senior C-suite leaders and their integrity to continue acting in a dependable, purposeful and sustainable manner over time. 

In partnering with other institutions, companies who lead with facts, act with empathy and position themselves as trusted collaborators seeking to better society will ultimately come out on top as reputable and honest institutions who are well-respected by their audiences.

Credibility – the need for detecting fake news

Over the past century, the way people collect news has become significantly different. From fake social networking accounts to fast journalism and deceptive news outlets, misinformation has the ability to spread quickly and influence an individual and the public’s actions. Through 2020, we witnessed this on several accounts during the American election, throughout COVID-19 and the Capitol Hill riot. 

There is no doubt that individuals will be looking to counter misinformation and place a heavy emphasis on the need to detect and identify fake news stories in real-time. Now more than ever, the public will be more vigilant in checking that the source is trusted and that the information shared is accurate. 

PR practitioners are going to be challenged with positioning themselves as verified experts, while also being responsible for educating on how and where to find accurate and credible information. Last year, CPRS Toronto hosted Fake News: Understanding the Facts, a virtual event that gave audience members knowledge on how to spot fake news, understand its impact on our lives and the tips needed to validate and disseminate trustworthy information, both personally and professionally. 

In whole, the communications industry changed drastically in 2020 and in many cases organizations did so with improvisation. It’s important that through 2021 and moving forward we are prepared with diverse communication tools and strategies.

Written by: Carolina Salinas, public relations and corporate communications graduate, Professional Development Inclusion & Equity Co-Chair, CPRS Toronto

Are you still unsure about the precise role of public relations within museums? In part four of our series “The Role of Public Relations within GLAMs during the COVID-19 lockdown”, we interviewed the Gardiner Museum’s Senior Marketing Manager!

Gardiner Museum

The Gardiner is one of a few museums in the world that specializes in ceramics. Recognized worldwide as a centre where creativity and community converge through the history of clay and ceramics, it is a place that engages audiences with exhibitions and programs inspired by its permanent collection and temporary displays.

The Gardiner contributes greatly to building community by connecting ceramics to the broader world and generating meaningful discussion. Its mission revolves around making, looking, and thinking through clay. From this perspective, public relations is a key element in promoting the work of this innovative museum.

In an interview with the Gardiner Museum’s Senior Marketing Manager, Rachel Weiner, she mentioned that public relations and earned media coverage are vital aspects of the Museum’s public relations and marketing strategy.

“As a small- to midsize museum with a limited advertising budget, we rely on media coverage of our exhibitions and programs to spread awareness and to attract visitors,” said Weiner. “We find that articles and reviews often drive more traffic than paid advertising, so while print and digital ads are an important part of our marketing formula, public relations often results in a greater return on investment.”

She added that the Gardiner’s ability to entice editors, journalists, bloggers, and social media influencers depends on the content of its exhibitions and its programs being timely, thought-provoking, and original.

According to Gardiner’s latest Annual Report, the Marketing Department designed and implemented a series of successful print, digital, and media relations campaigns in 2019 to promote the Gardiner’s exhibitions, education programs, and special events. This reflects its commitment to presenting content and material in innovative and exciting new ways.

A major challenge that the Museum’s public relations and marketing team has to deal with is its lack of financial resources. The Gardiner is classified both as a museum and a not-for-profit organization. Nevertheless, this situation also offers both advantages and disadvantages to Gardiner as a creative centre.

“The Gardiner handles public relations in-house, and we don’t have the budget to stage elaborate media previews or events,” said Weiner. “On the other hand, I find that the media are often receptive to our pitches. There are so many genuinely fascinating and important things happening in the arts—we’re engaging with the most pressing social and environmental issues. I think that makes the media receptive to us. They’re looking for unique and topical stories, and museums are able to provide that content.”

The GLAMs sector is widely known for its collaboration with other cultural institutions locally and sometimes internationally, and the Gardiner Museum is no exception. This creative and community-driven centre has generated engagement through partnerships with the Art Gallery of Ontario (AGO), Royal Ontario Museum (ROM), Aga Khan Museum, Bata Shoe Museum, and Textile Museum of Canada.

“We’re also part of a wonderful network called the Bloor St Culture Corridor that allows us to engage in joint promotion with neighbouring arts organizations like the Japan Foundation, Tafelmusik, The Royal Conservatory of Music, and Hot Docs Ted Rogers Cinema,” said Weiner. “While we’re all incredibly busy and working with limited resources, when we are able to find the time to strategize together, it’s always worth the effort. Particularly for arts institutions, where budgets and staff teams are generally small, leveraging each other’s audiences is a valuable tool. We tend to find that those who enjoy one museum or cultural activity will be open to exploring others.”

According to Weiner, the Gardiner has been forced to once again close temporarily after a brief reopening over the summer. Even though there are no in-person events at the moment, and although they cannot invite the media to the museum, they have been active on social media and other digital platforms, as well as updating their communities regularly through their e-newsletters. They have continued to reach out to the media with interesting story ideas, tailoring their pitches to fit the current moment by addressing wellness and isolation themes.

Weiner added that it’s vital that when they reach out to the media, they offer as much information as possible in the form of press releases, image galleries, digital catalogues, and exhibition text.

“We’ve also had to rethink the kind of stories we pitch since they should relate to something that readers can engage with online while the Museum is closed. It’s certainly a challenge,” said Weiner. “Right now, we’re taking time to work on our exhibitions and programming, in addition to taking care of our communities, including staff. When the Museum reopens, we’ll once again dedicate more time to public relations.”

What are the challenges facing the Gardiner Museum for 2021?

Weiner mentioned that there’s still a lot of uncertainty around when the Museum will reopen and when visitors will feel comfortable returning to the galleries in significant numbers:

“We have so many exciting exhibitions and programs in the works, and it’s really difficult not knowing whether they’ll be able to happen as planned and on schedule. Of course, this is compounded by the revenue concerns that we’re all facing. Without admissions, events, classes, and rentals, our ability to deliver world-class programming is at risk.”

Nevertheless, the Marketing team feels confident that the lockdown is something they can weather despite the challenges.

Written by: Kaila Currie-Bartlett, public relations graduate, Event & Project Specialist, Fluid & Digital Communications Coordinator, CPRS Toronto

Introducing you to CPRS Toronto’s new ‘In Conversation With’ blog series. Once a month, our marketing and communications 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. 

For our first In Conversation With, we chatted with Jessica Rabaey, Communications Advisor, Town of Milton and Director of Communications and Marketing, CPRS Toronto. Jessica plays a critical role with the Town of Milton in building and maintaining the corporation’s public image. Jessica also leads the communications and marketing portfolio for CPRS Toronto. She and her sub-committee of volunteers are responsible for driving membership engagement and building strong relationships with stakeholder groups. 

How did 2020 change your role as a PR practitioner?

Prior to the pandemic, a lot of my time was spent on planning and executing campaigns about various services and programs. Throughout the pandemic, the focus of all internal and external communication shifted entirely to the well-being of employees, residents and public safety. In the public sector, all of my energy was directed at communicating factual, trustworthy information to educate residents and other stakeholders about the pandemic and how it was impacting service delivery within the municipality.

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

I think every organization I work for now and in the future will prioritize the importance of crisis communications and internal communications. On that note, the pandemic has provided senior leaders the opportunity to get in front of their employees with more transparent and personal messaging. Unsurprisingly, employees don’t appreciate being kept in the dark and they want to know how the pandemic will impact their jobs and what the organization is doing to manage the crisis. Even if you don’t have all the answers, sharing what you do know will improve the overall health of the business and creates a sense of transparency that people respect. 

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

My biggest piece of advice for PR practitioners moving forward is to prioritize their own mental health. As communicators, we are often tasked with solving and mitigating problems and keeping a pulse on stressful situations behind the scenes.

Throughout the pandemic, communicators have been working around the clock to build and execute internal and external communication strategies. With mounting pressure to communicate quickly and often, stress is inevitable. The best thing you can do for yourself is to set aside time for self-care and realize that your mental health and wellbeing is vital to how you perform at work. 

If you are interested in participating in our new In Conversation With interview series, please complete the online form here or reach out to CPRS Toronto’s Digital Communications Coordinator, Kaila Currie-Bartlett at kailacurriebartlett@gmail.com. 

Written by: Carolina Salinas, public relations and corporate communications graduate, Professional Development Inclusion & Equity Co-Chair, CPRS Toronto.

Are you curious about what the role of public relations is within libraries? We bring you part 2 of our series “The Role of Public Relations within GLAMs during the COVID-19 lockdown.” This time, we interviewed the Director of Communications, Programming and Customer Engagement at the Toronto Public Library.

Toronto Public Library (TPL)

Did you know that Toronto has the largest public library system in North America, with 100 branches, including two research and reference libraries, as well as one of the most used e-collection in the world? These libraries contain a wide range of material, such as books, magazines, digital archives, e-books, e-magazines and audiobooks, among other material. What you may find surprising in this digital era is that the libraries still receive over 18 million visitors each year.

Public relations role is crucial to promote a library’s content and services. In an interview with Linda Hazzan, Director of Communications, Programming & Customer Engagement for the Toronto Public Library, she mentioned that public relations play different roles within the library sector, depending on their needs.

“In our department, we have a few different functions. We have the traditional marketing communications roles, and we also have the equally important strategic communications and stakeholder relations roles, with the public relations function sitting within that division. This team really focuses on telling the library’s story proactively, as well as managing our communications reactively. Issues management, crisis communications and public and media relations all support our reactive and proactive communications.”

Hazzan added that TPL’s public relations role supports its marketing communications’ promotion, advertising and brand building.

“We build public relations into our marketing plans so that we can proactively reach out to influencers and other stakeholders who can tell our story and support our awareness-raising and promotion goals.”

Hazzan also mentioned that as a public institution, the public relations role within TPL is really about supporting their ability to be transparent and accountable.

“When I talk about telling our story, it is certainly about making people aware of who we are, what we do and why we matter; but it is also about making sure that we are held accountable to the people who we serve. This is important as a public sector organization. I also think that public relations can be used as an advocacy tool, which is a significant role for a library or public institution to play, particularly around funding and communicating organizational value. In a for-profit organization, public relations is often used to help generate revenue. For a public service organization, public relations helps us communicate the value we deliver to our constituents.” 

TPL is a public institution that continues to offer its services to all Torontonians. Although TPL had to completely shut down its physical locations during the first lockdown due to the COVID-19 pandemic, its digital services continued operating, and are rapidly increasing in popularity and use.

 When the first lockdown started in March 2020, TPL had to monitor regulations from the province to keep offering its services based on protocol measures and the health and safety of Torontonians. Over the summer and fall, as provincial regulations slowly lifted, TPL was able to reopen almost all of its 100 branches with modified services and maintaining strict conditions to avoid spreading of the virus. 

According to Hazzan, the first lockdown was certainly a challenge to communicate all of TPL’s service changes. Despite conveying this information through digital channels, unfortunately, not everybody accessed this information ahead of time. As part of its communications strategy, the TPL made use of their physical channels, including staff, signage with partners and coordination with the City of Toronto to get their messages out. She added that internal communications had also been a key element in their ability to support effective communications with the public as well.

“As a library, we do emergency planning as a regular exercise, so when the pandemic hit, our emergency and business continuity planning was operationalized. This included standing up our Library Operations Centre, which coordinated our efforts City’s Emergency Operations Centre. This planning and coordination was critical to our success, and was invaluable to our information gathering, information sharing and ongoing communications with all of our stakeholders,” said Hazzan.

Managing disruptions, the unknown, and the ambiguity is something that everybody is currently dealing with due to the pandemic. As any organization, according to Hazzan, the key is doing as much planning as possible, keeping in mind the factor of change within the safe delivery of the TPL’s services, while also taking care of TPL staff.

Written by: Laik Sweeney, SSC President and University of Guelph-Humber student

Madelynn Vahrmeyer is a student representative for the Humber Post-Graduate Public Relations program and an Assistant VP, External. Madelynn stepped up last semester to help take on the new challenges a virtual world imposed on the Student Steering Committee.

*Responses have been edited for clarity. Watch the full interview here. 

Why did you get into PR and why did you take this post-grad program? 

I’ve had a roundabout journey to PR. I wasn’t very fond of math and science, so I automatically put myself in an “I’m going to be a creative person” box and went to media production at Ryerson. However, I quickly found out that wasn’t for me, and I gravitated more to the strategic writing assignments. I moved home after my first year at Ryerson, and I ended up going to Brock University, and I did Business Administration for two years. I did not feel like that was for me either. I was feeling very lost at this point as I hadn’t fit into the creative or the business side of things. 

A lot of the marketing courses at Brock were shared with the program called Corporate Communications. I would meet with people in these classes and they would say, “You should join our program, it’s like business without the math.” And I thought that sounded perfect. I ended up finishing my undergrad at Brock in the communications program. It was there that I finally felt like I was in the right place. I felt passionate about what I was doing which just made the work naturally easier. 

In my final year of the communications program I had a PR course—loved the content, loved the professor. I graduated that year through the pandemic, and I thought it would be good to go back to school and invest in my education, so I started looking into PR programs, and Humber stood out to me. So I did the interview, and when I heard back that I had gotten in, I was overjoyed. 

What are your next steps? What niche do you find yourself leaning towards in the PR industry? 

The internship that I completed this summer was marketing focused, so I’m really excited to do a PR internship and get experience in that area. I’m personally leaning towards agency, more lifestyle type of work, but I’m also really passionate about women’s rights so I’m looking at agencies that do a bit of both (like with nonprofit but they do some lifestyle brands).

You have shown leadership with the SSC. Stepping up as a student representative into your assistant VP role, I’d love to know your experience and how it’s been for you. 

I was thrilled, first of all, to become a student rep for the SSC. One thing I always regretted through my undergrad and even during high school was not being on a student committee and being involved. I was so happy to come on the SSC. I’ve loved working with the ladies on this team. Everyone just wants to support each other and everyone and is so understanding of the crazy times. So, it’s been a really great support system. 

What’s your advice for students coming up into the PR industry? 

I have two pieces of advice. My first is don’t put yourself in a box. It’s something I did, which kind of put my off track in the beginning of my post-secondary education. Don’t think you’re restricted to one type of PR because there are so many things you can do with PR. There’s PR practitioners in government, agency, non-profits, and more. 

My second piece of advice is to network. The best and more effective way to figure out what you like is to talk to people who are doing it now. Ask about their day-to-day, ask them what they like and dislike about their job just to figure out if you can see yourself doing that and if that’s something you want to pursue. I’ve found people are really willing to connect and talk.