NEW PERSPECTIVES

How Have Influencers Changed Movie Marketing?

By Sanjeev Wignarajah

ACT 1

Coming soon to a theatre near you… In a world where influencers gain access to interviews, go behind the scenes of upcoming and highly anticipated films of the year, and go to red carpet premieres, plus interview celebrities on the project. Especially film festivals. The term ‘movie going experience’ has changed post-pandemic as studios and movie theatres are still recovering from the Pandemic and streaming services dominate the market with mixed results.

Studios have gotten creative for each project that persuades people on why they should go see this film on the big screen. The same applies to film festivals with a twist. A recent example is the 50^th Anniversary of the Toronto International Film Festival. New to the festival is The Criterion Closet Van, where cinephiles line up and enter the van. They have three minutes to pick three favourite films and explain why it’s their favourite and go on a deep dive on the film.

The genius behind Criterion Closet Van is that it unites film lovers of all ages and it’s an experience streaming services can’t replicate. Choosing three of your favourite films may seem an easy but impossible task but finding it in stock is a glorious reward. It’s like Letterboxd asking you for your four favourite films. In addition to that, The Criterion Collection partners with film festivals, local and prestigious movie theatres, and video stores to bring the van to the people. It’s about community.  

A visit to The Criterion Closet will unleash the inner cinephile as you marvel at the artwork and additional content. As well as owning a piece of film history.

ACT 2 – Studio Creativity

Popcorn buckets, product activations and partnerships, and many more on how studio and marketing heads are cooking up with bold and creative ways to build hype for the upcoming, highly anticipated films. There are many creative examples where organic marketing and studio marketing bring the hype to the masses.

Minions – The Rise of Gru (Gentleminions)

The year is 2022. As movie theatres rise from the post-pandemic and a new slate of films that were supposed to be released in 2020 are now being released. One of them is Minions – The Rise Of Gru. The genius behind this organic marketing is that an army of young gentleman dressed in suits and were very polite. The film made $920 Million in the box office.

Product Partnerships

Films and products go hand in hand. Whether it’s the wardrobe, the car, a luxury watch, etc. There’s a story to tell between the influencer and the product. On top of that, there’s even an event in relation to celebrate the product tie-in with the film, thematically.

Popcorn Buckets

Who doesn’t love popcorn at the movies? It’s a tradition as old as time with a twist. 2024 brought us Denis Villeneuve’s Dune Part 2 popcorn bucket which resembles a sandworm. The trend continued with Deadpool & Wolverine, The Fantastic Four: First Steps, and Alien Romulus.

ACT 3 – Content Creation and Independent Journalism

Content Creation on film has been on a huge rise thanks in part of social media. While traditional media outlets are still an integral part of entertainment coverage. Content Creators have been given access to exclusive interviews and access to film sets like never before. Like traditional media, content creators and YouTube Movie Reviewers attend press screenings of highly anticipated films. The huge difference is that they can partner with studios such as partaking advanced screenings or being part of film festivals to take part of the glitz and glamour.

Final Thoughts

Influencers have changed the scene for film marketing for the better in terms of tying products into storytelling that resonates with them and content creation for creating their own entertainment brand and having a unique take on journalism. While traditional media is an integral part of film marketing. It’s the content creators’ bold direction to go where no partnership has ever been before.

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.

 

Prompt Engineering for PR Pros

By Karan Saraf

Prompt engineering is no longer optional for communicators. It’s a strategic writing skill, one that’s quietly reshaping how we create, collaborate and communicate.

In the world of PR and corporate communications, where every word counts and every second matters, knowing how to guide AI tools like ChatGPT isn’t just a “nice to have” anymore. It is an essential workflow.

The purpose of this article is to help PR and comms professionals, and the businesses they support, make sense of prompt engineering and how it can improve how we use AI in real-world communications.

Because it saves time. And time, as we all already know, is money.

I recently attended OpenAI’s “Prompting with Purpose” event through their Academy, and it gave me a new perspective on how prompting works in real-life writing and content workflows, and applied it to my PR and comms specific workflows.

What stuck with me? Good prompts don’t just save time, but they also sharpen your ideas.

They especially help in repetitive tasks.

Imagine how much time you could free up for the greater good like brainstorming, critical thinking, or helping save money for your organization or for yourself if you work independently.

Prompting can turn vague briefs into structured outputs. And it helps you sound like you and not like a robot.

But the catch is that it only works if you prompt right.

And that’s easier than you think.

What Is a Prompt (and Why Should You Care)?

According to an OpenAI instructor, prompt engineering is about refining how you communicate with AI to get the most useful response.

A prompt is simply an instruction you give to an AI tool. It can be as basic as:

“Write a caption for Instagram about coffee.”

Or as complex as:

“Act as a social media manager for a sustainability non-profit. Write three Instagram captions in a hopeful tone about how small lifestyle changes can reduce plastic use.”

Do you see the difference?

The first gets you something generic, but the second gives context, tone, purpose and audience.

That is where the magic happens.

If you work in PR, brand strategy, digital content, or corporate comms, the quality of your prompt can make or break your output.

It’s like a creative brief which is just shorter and more literal.

Structuring Prompts Like a Pro

According to the instructor at OpenAI’s “Mastering Prompts” session, a two-part approach makes a big difference in getting clear and useful results:

1. Context — Who are you, and what’s the situation?
2. Expectations — What do you want the AI to produce? In what tone? For which audience?

This structure helps you cut through ambiguity.

Funny enough, I was recently at a Cision event and one of the panelists said, “Garbage in = Garbage out.”

I think there’s no better way to put it. That line is going to stay in my mind rent-free.

Let me give you an example that shows how structured prompting changes everything:

Basic prompt:

“Write a media pitch about our new app.”

Now compare that with a refined version:

“You are a PR manager at a fintech startup. Write a 150-word email pitch to a tech reporter at the Globe and Mail about our new budgeting app for Gen Z. Keep the tone informative but casual.”

See how much clearer that is?

Where Prompting Actually Helps

Here are real ways I’ve used prompting to improve my work:

• Press releases: I use prompting to break writer’s block and get a structured AI draft based on the best practices for writing a solid press release. These are things we discussed in our Foundational PR class at University of Toronto, and it genuinely helps me communicate better.
• Social media calendars: I ask the AI to list major national holidays and celebrations to generate 10 content ideas for my page 2xToronto — all while staying on brand.
• Internal comms: I feed in a rough draft of a leadership message and ask AI to help with grammar and mechanics, keeping the tone empathetic and human.
• Media pitches: I have created custom projects using AI to tailor pitches for different journalists and outlets over time. I work on the core content, and AI helps me turn that into a clean, on-target message.

Did I lose my voice in the process? No.

The message I want to send is accurate and crisp because I follow a well-designed template.

I would also suggest updating those templates regularly to meet the moment and reflect what’s relevant.

Good prompting doesn’t replace your voice, in fact it gives you a strong first draft, faster.

If you use it as a drafting tool (not an authoring tool), you stay in control.

You should be able to guide it and not the other way around.

Common Mistakes to Avoid

• Being too vague (e.g., “Write a good caption” — remember? Garbage in = Garbage out)
• Forgetting to specify tone or audience
• Not reviewing or editing the AI’s output (you still need to humanize it)
• Overloading the prompt with seven tasks at once

Start small, iterate, and learn what works. Prompting is a skill like any other.

Tools and Resources I Recommend

• OpenAI Academy — Especially their courses on prompt engineering, all levels
• ChatGPT Custom Instructions — Fill these in to personalize your assistant
• OpenAI’s Prompt Examples — Save and reuse prompts that work well for you
• PEARL method — Persona, Example, Audience, Role, Language (a helpful mental model)

Final Thought: AI Is a Tool — Not a Voice

AI is changing how we fast communicate. But tools are only as good as the inputs we give them.

If we want to stay sharp, efficient, and actually sound like ourselves online, we need to treat prompting as a writing skill and not a shortcut.

So no, it is not just for coders.

It’s for anyone who writes.

Especially our industry — PR and comms.

A Note on Ethical Use and Human Intent

This article was created with the help of AI, but the thoughts, structure, wordings and research are fully mine.

Through practice, and a lot of trial and error, I have learned how to use AI not as a shortcut, but as a thinking partner. I use it to help shape ideas, test angles, and speed up the drafting process.

But the voice, strategy, and intention always come from me.

Like I mentioned earlier, a good prompt sharpens your thinking.

Over time, I have figured out how to write better prompts that pull out better drafts — drafts that still sound like me.

AI helps with flow and speed, but it doesn’t replace human judgment or creative intent.

Being open about how we use these tools matters.

Ethical use of AI shows credibility, not laziness.

And it can also help us build trust with clients, colleagues, and audiences because you’re not pretending. You’re just being honest about the process.

I recently came across a video that made an interesting point (I still trying to find it, and I will tag it here once I do).

It imagined a future where purely human-created intellectual property becomes rare, and maybe even premium.

The analogy?

Just like organic food today costs more than the standard stuff, because of the care that goes into how it’s made. That stuck with me.

And honestly? It makes sense.

There is value in the knowing the how along with just the what.

So here is my take: In a world full of AI-generated content, it’s the intention behind the work that will stand out.

When we combine smart tools with our own thinking and stay honest about how we use them, we don’t just keep up with it. We lead.

Karan Saraf is a PR consultant at Amplify and a recent graduate of the Strategic Public Relations program at the University of Toronto. With a background in journalism and communications, he is especially interested in how AI can serve as a practical assistant for communicators while keeping human storytelling at the core.

Green media in Canada and how PR leads the way

By Lucy Luc

On June 11, 2023, 22 Canadian broadcasters made history at the Banff World Media Festival by forming the Canadian Broadcasters for Sustainability. This first-of-its-kind coalition of public and private broadcasters committed to embedding environmental sustainability into media production and communication, signaling a major shift in Canadian media practices.

This milestone reflects the evolution of public relations from traditional storytelling to what we now call Green Media, a purpose-driven communication that promotes sustainability, corporate responsibility and meaningful connections with communities. What began as a vision for authentic, long-lasting PR campaigns has now become a strategic movement shaping Canada’s media and PR landscape.

This article explores why PR leads the way in Canada’s Green Media movement and highlights the top five practices driving change today.

1. Embedding sustainability into every message

Sustainability should not feel like an “add-on” but part of an organization’s identity. For PR practitioners, this means learning how to write messages or campaigns that link sustainability to broader organizational values such as community engagement, workplace diversity, or supply chain ethics. Practicing this skill will prepare you to help future employers avoid greenwashing and instead build long-term credibility.

2. Mastering ESG communication

Environmental, Social, and Governance (ESG) reporting is a fast-growing area where PR meets data. PR professionals can practice turning technical or research-based findings into clear, accessible narratives. For example, you might take a sustainability report and rewrite it into a social media post or infographic. This helps you prepare for careers where translating complex data into engaging content is highly valued.

3. Leveraging green influencer marketing and employee advocacy

Consumers often trust people more than corporations. Learning how to work with authentic voices like green influencers or employee advocates is key. Students and PR professionals can practice by analyzing influencers in the sustainability space, identifying what makes their content authentic, and drafting sample pitches or campaign ideas. This builds skills in grassroots communication that resonates with audiences.

4. Practicing purpose-driven storytelling

At the heart of green media is storytelling that focuses on people and impact, not just products. PR practitioners should practice framing stories around real-world change like how a program reduces waste, supports communities, or protects the environment. Developing this narrative style early will make your campaigns more engaging and future-proof in a job market that values impact-driven communication.

5. Building transparency through technology

Technology like blockchain, AI, and analytics is increasingly used to verify sustainability claims. While the industry is adapting with these tools, it’s important to understand how they add credibility to messages. You can practice by researching how companies in Canada showcase transparency and brainstorming ways to turn that proof into clear, compelling communication pieces.

How PR leads the way in green media

Public relations plays a central role in Canada’s Green Media landscape by connecting organizations to their broader environment, natural, social, cultural, political and technological. Reputation management has evolved: Green PR is no longer about damage control; it’s about embedding sustainability values into everyday communication.

A strong example of sustainable PR in practice is Edelman’s partnership with Sustana Group to promote its closed-loop fiber innovations, including a project with Starbucks that recycled 25 million coffee cups. Faced with growing concerns about packaging waste and environmental damage, Edelman designed an integrated campaign combining strategic messaging, thought leadership, digital content, and creative storytelling. The results were significant with 128 million earned impressions, and nearly 10,000 YouTube views, demonstrating that thoughtful PR can amplify sustainability initiatives, educate the public, and build both brand credibility and environmental impact.

The future of green media in Canada

Looking ahead to 2025 and beyond, the role of Green Media will only intensify. As stricter regulations emerge and conscious consumerism grows, PR will remain central in helping brands navigate the balance between accountability and advocacy.

We can expect to see:

• More data-driven storytelling, using AI analytics to measure and share real impact.
• A rise in strategic partnerships between companies, nonprofits, and governments to scale sustainability initiatives.
• Stronger emphasis on anti-greenwashing practices, with third-party validations becoming standard.
• Continued growth of digital-first Green PR campaigns, amplified by influencers and interactive platforms.

Final Thoughts

Green Media is the future of Canadian public relations. PR professionals can embed sustainability into brand strategies, amplify authentic voices, leverage technology and prioritize transparency. This approach helps organizations connect meaningfully with their communities.

For young practitioners and seasoned professionals alike, embracing these practices is an opportunity to elevate ethical standards, strengthen community engagement and create meaningful impact. Those who adopt this mindset will not only enhance their organizations’ reputation but also contribute to a more resilient, sustainable future for all.

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.

Storytelling as a Career Tool!

By Pooja Arora

My friend, Ankit Verma, a 40-year-old former journalist, turned his love for food into his full-time career. It was not an easy decision to leave the comfort of an air-conditioned news studio and start a journey as a food blogger. But he noticed the trend towards food blogging during the pandemic when everyone was turning into a chef, staying at home. He used his oratory skills to his advantage, and there has been no looking back! His social media channel, ‘Khichdi’ (which means a dish made of rice and legumes), showcases small street-food vendors in India making delicious snacks and cousins. But that’s not all; he shares his story as part of his content. He talks about his favourite food, features videos of his father cooking, and shares cafeteria stories, among others. He engages with his audience live and ensures that he is connected to them throughout each episode.

And it’s not just about food. Take Niharikaa Sood, for example. On LinkedIn, she mostly shares her story of failure in the corporate world and how she eventually became a successful writer by freelancing on platforms like ‘Medium’ and learning all about how social media algorithms work. All she wanted to do was write articles, but she didn’t know how to handle the 9-to-5 job culture. She sells her content strategies in the form of engaging workshops, and she claims to earn through LinkedIn. Her story is relatable to many who struggle to start a career in writing! Similarly, Ankur Warikoo, an engineer turned content creator, has built a massive following by sharing career highs, failures, and life lessons in a way that feels relevant.

Another friend of mine, Kathryn Lancioni, is an entrepreneur and a Public Relations expert. She helps new entrepreneurs leverage their personal stories to grow their businesses. Her workshops emphasize that every individual’s story is not just about their past; it is their brand! Individuals across sectors, including nutritionists, doctors, tutors, and real estate agents, among others, are adopting this strategy and achieving success.

As a Public Relations professional settled in Canada, I work with influencers regularly for brand promotion. Most of these influencers (nano, micro, and macro) are technically doing what Ankit did many years ago, i.e., they try to balance a full-time career with a side hustle for extra income. But eventually they aim to become full-time content creators!

Storytelling, therefore, is no longer an option. It’s a great tool to connect meaningfully with the right audience, be it brands or individuals. Whether it’s Ankit’s favourite food memory, Niharika’s new workshop, or Kathryn’s professional journey, every unique story matters, and it can take you places you never imagined.

As Steve Jobs rightly said, “The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.”

Pooja Arora, PhD, is a Strategic Communications and Public Relations professional with 16 years of experience. She is working with BLS International in Canada as part of the marketing communications department. Besides this, she is an award-winning educator and a researcher.

 

Announcing the Winners of the 2025 Canadian Public Relations Society (CPRS) Toronto Chapter’s Achieving Communications Excellence (ACE) Awards 

Edery & Lord Communications win Best in Show Campaign. Paradigm and Edgewell take home Top Creative Campaign of the Year

TORONTO, May 21, 2025 – The Canadian Public Relations Society (CPRS) Toronto Chapter has announced the winners of the 2025 annual ACE Awards. The prestigious awards celebrate the industry’s top communicators and public relations programs and campaigns from the past year.

The ACE Awards Gala was held last night at The Carlu in Toronto, during which 25 gold, 53 silver and 56 bronze trophies were presented to PR professionals from the Greater Toronto Area.

“Congratulations to all the 2025 ACE Awards finalists and winners,” said Andrea Chrysanthou, President of the CPRS Toronto Chapter. “We received more than 150 incredible entries highlighting this year’s most creative and impactful campaigns. They all demonstrate the exceptional level of expertise within our industry.”

Read the full press release here

There is a war raging against DEI (Diversity, Equity and Inclusion) south of the border. Companies are abandoning DEI initiatives after pressure from President Trump.

At CPRS Toronto, we’ve been doubling down on our diversity efforts because we believe that they are important, now more than ever.

The Right Thing to Do

DEI is sometimes misrepresented as an unfair platform that allows people with lesser qualifications to be brought into jobs or academic programs, and thus, makes an organization less competitive. This is simply false. DEI provides opportunities for historically underrepresented populations to shine. It removes discriminatory practices and creates a level playing field for people of all ethnicities, sexes, sexual orientations and abilities. It aims to right the wrongs of hundreds of years of inequality and injustice.

The Smart Thing to Do

Beyond being the right thing to do, economists agree that DEI is the cornerstone of organizational success. Study after study proves that diverse companies are more innovative and profitable. According to McKinsey & Company, companies in the top quartile for ethnic diversity on executive teams were 33% more likely to have industry-leading profitability. Furthermore, a BCG study found that companies with more diverse management teams have 19% higher revenues due to innovation.

It is time to stop looking at DEI initiatives as charitable gestures and begin reframing them as integral tools for the improvement of our schools and workplaces.

Attacks on DEI are unwarranted and rooted in falsehood and fear. As President of CPRS Toronto, I urge our members and partners to stand with us as we continue to prioritize DEI in all we do. Please follow our social media and email newsletters for our upcoming events and programs. At CPRS Toronto we are better because of our diversity. We are stronger. More resilient and better.