NEW PERSPECTIVES

Looking ahead into 2022 – A peek at the Student Steering Committee’s exciting lineup of events

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By Ravjeet Singh, Student Representative, Ryerson University 

We hope you’ve come back from the winter break relaxed, reset and recharged for the new year. Mark your calendars because the Student Steering Committee is kicking off 2022 with an exciting lineup of events just for you!

January 13 – #GetHired: how to build a knockout internship application

New year, new resume? Are you ready to embark on your quest for internships? January is typically when recruitment for summer opportunities begins.

If you want to make sure your application makes it to the final round, join us on January 13th at 6 p.m. on Zoom to brush up on your application and hear from a panel of HR experts who will talk about all things resumes, cover letters and LinkedIn profiles ahead of your internship quest. Make sure you register to secure your spot!

January 25-27 – Passport to PR (P2PR)

Our much-awaited bi-annual P2PR event will take place from January 25th to January 27th on Zoom from 6 p.m. to 8 p.m. During the three-day event, students will get a chance to learn about a variety of interesting areas in PR each day: 

  • Day 1 (Jan 25): Influencer relations
  • Day 2 (Jan 26): Consumer public relations
  • Day 3 (Jan 27): Government relations

Experienced PR practitioners will join us for the event to discuss all things PR, including providing an inside scoop on what it’s like to work at some of Toronto’s most celebrated PR organizations. Spots fill up fast for this event, so grab your ticket before it’s too late!

February 15 – Ask the Interns

In February, we are bringing back the ‘Ask the Intern’ virtual chat event on popular demand, where you can ask a panel of interns all of your internship-related questions. Each intern will also be taking over our IG @cprsstudents for a day to show students a day in the life of a PR intern and interact and connect with you. More details to come. Stay tuned.

Throughout the year, SSC will be hosting exciting and engaging IG live events such as Trivia Tuesdays, Wellness Wednesdays and Instagram Story takeovers. Here, you will get a chance to interact with inspiring PR professionals and ask industry-related questions, so keep an eye out! 

We’d love to know what you want to see from the SSC in 2022. We’re conducting a short survey to inform our content strategy. Take 5 minutes to answer our questions and have a chance at winning a $25 VISA gift card.

Lastly, don’t forget to follow us @CPRSStudents on Twitter, Instagram and now TikTok to keep up with all things SSC and CPRS Toronto.

Public relations disasters from 2020 – a dumpster fire review

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By: Michelle Dias, vice president, CPRS Toronto

I’ve seen the dumpster fire ornament flash on my Instagram and Twitter feed a few times this holiday season. The cheeky decoration is supposed to represent the “colossal mess” that has been 2020. A seemingly endless blaze fueled by the pandemic, protests and online feuds. On the flipside, the dumpster fire ornament represents the humour and purging seen in 2020, we have witnessed the best of humanity and old wrongs being exposed. 

What were some memorable “calamities” and how can they be made right? 

The US-Elections – Four Seasons Total Landscaping 

By Chris McGrath/Getty Images

Going into 2020, we knew that the US-elections would take centerstage because of President Trump’s bombastic rallies and Americans’ cries for change. What some of us didn’t anticipate was the four-day election result reveal which left us mesmerized by John King’s deep knowledge of all (or what seemed like all) of the townships, counties and cities on his smart-screen electoral map. MSNBC’s Steve Kornacki’s GAP KHAKIS also saw a 90 per cent surge in sales post-election. Talk about influencer marketing! There were memes, jokes and many calamities that came from the election, but none more memorable than the post-election press conference by the Republican Party at Four Seasons Total Landscaping hosted by a disjointed Rudy Giuliani. As the story goes, a Trump-staffer intended to book the presser at a Four Seasons Hotel (which would have been a more appropriate venue). Nonetheless, the parking lot venue between a sex shop and crematorium is more ironic and maybe more fitting. 

There’s no easy PR “fix” for the US-elections. I predict we will see election reform, and a reinvention of the GOP. Fingers crossed.  

Black Lives Matter – Jessica Mulroney vs. Sasha Exeter 

Jessica Mulroney via SPLASH

The death of George Floyd at the end of May resurged global conversations about racial divide. We witnessed hundreds of protests internationally calling for reform, action, and education. Learning and listening swept corporate settings and social channels as individuals spoke their “truths” about racism. Toronto-based socialite and former TV-wedding planner, Jessica Mulroney, made the deep misstep of sending a string of offside messages to Toronto-influencer, Sasha Exeter, after Exeter’s public plea for others to share messages in support of diversity and the BLM movement. Exeter was speaking her truth and was left overshadowed by negativity. From there, Jessica’s contracts and various commercial deals ended. The learning here is for some a tough pill to swallow – on social media we are quick to be social-pundits, commenting on everything and offering our opinions. Instead, it’s better to pause, listen and reflect and essentially check yourself before you wreck yourself

Awkward federal politics 

Canadian Prime Minister Justin Trudeau speaks during a news conference on COVID-19 situation in Canada from his residence March 23, 2020 in Ottawa, Canada. (Photo by Dave Chan / AFP) (Photo by DAVE CHAN/AFP via Getty Images)

The Canadian government’s response to COVID-19 has been swift and supportive. At the start of the pandemic, the daily reassuring press conferences at the Prime Minister’s residence on Sussex Drive delivered and exemplified the key message of, “stay at home”. CERB and CEWS were deployed to many businesses and individuals while national benefits and programs were quickly put into place. 

There were a few awkward steps throughout the year on a federal level. At the end of August, Andrew Sheer delivered a 13-minute cringeworthy exit speech at the Conservative National Convention. A convention already riddled with technical bumps and virtual delays, Sheer’s “swan song”, was a tirade of complaints while it should/could have been a positive rebirth of the party. The Liberals also fumbled and managed to stir up criticism when issuing a report on new Conservative party leader, Erin O’Toole, for a meeting that didn’t occur. This left Canadians questioning the ethics and “politics” at play during these leadership meetings. 

With days left of 2021 we can only hope for the best in the new year, or at least a fire extinguisher big enough to put out the dumpster fire. 

Student Perspectives: interviewing Lauren Eakins

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Written by: Laik Sweeney, University of Guelph-Humber Public Relations student and Internal Vice President, Student Steering Committee

Lauren Eakins is the 2020 Student Steering Committee Vice-President, External and a third-year student in Humber College’s Bachelor of Public Relations program. She is an avid lover of social media and leads the social media team at the SSC. Lauren is also passionate about social justice, diversity and inclusion.

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

Tell me about your journey into the PR industry.

I can date my journey in public relations back a long time. Both of my parents are graduates of the Carleton University Bachelor of Journalism program. They made the transition from journalism into public relations when PR was becoming more prominent. I always knew that PR was what I wanted to go into, and I always had a knack for communications.

I started my journey by going to the University of Ottawa in 2017 for their bilingual communications program. However, it was not what I expected. So, I completed my first year but then decided not to go back because it wasn’t for me. I ended up applying to Humber’s program two days before the semester started and got accepted. So, that’s how I got into the more specific public relations program, and I love it. It’s very hands-on, and I’m learning the nitty-gritty content that I was hoping to learn when I first embarked on my post-secondary journey.  

What do you think is the most valuable part of your role as SSC Vice-President, External? 

I love building personal relationships and using my interpersonal skills. My favourite part of my SSC experience has been meeting all of these boss women, who are all students and have great aspirations and goals. They are all really focused on pivoting the public relations industry during these COVID times we are enduring right now and just have the want and need to make a difference. Making those connections with fellow students has been amazing. 

Where do you see the public relations industry going in the future?

I feel that we are in a pivotal time right now. The public relations industry is headed down a road that is going to focus on community relations and focus on how audiences from the communities provide the insight that public relations practitioners are really looking for. We are straying away from traditional forms of media that are more one-way streams and starting to engage in an era where communications are more interactive between brands and companies and their customers. I’m looking forward to the way that we are going to be able to foster these communities and figure out different ways to communicate with them.

You have expressed an interest in working in social justice. Could you touch on that? 

I can date my passion for social justice to one point. I was at my grandma’s house, and I remember hearing about the Trayvon Martin murder trial and about George Zimmerman being on trial and then getting off. I was young at the time, probably around 12 years old. I remember feeling a lot of outrage, even before the Black Lives Matter movement, I remember having the thought, “Why are Black lives not valued in America?” Canada has these problems as well, they just aren’t shown as much through media outlets. These problems exist all over the world. I’m a white woman, and I don’t suffer the injustices that the Black community suffers. I think it’s important to be an advocate for them and an ally.

What’s your biggest piece of advice for public relations students?

Get involved if you can. I spent my first two years pondering the thought of “what can I do to get my foot in the door in public relations?” It wasn’t until my third year that I heard about the SSC. I got involved. I got my foot in the door. I was honestly down on myself, I never thought I would be considered for the Vice-President position, but I got it. It has helped boost my self-confidence, helped me feel more productive and made me feel more valued as a public relations student. My biggest piece of advice is to get involved, be fearless in your pursuit and follow your passions within public relations. It’s such a wide industry with so many things in it, so follow your dreams. 

A reflection on virtual Passport to PR

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Written by: Laik Sweeney, University of Guelph-Humber Public Relations student and Internal Vice President, Student Steering Committee

CPRS Toronto’s Student Steering Committee recently hosted Virtual Passport to PR—one of the most highly anticipated events of the year. While Passport to PR is traditionally an in-person visit to agencies and organizations in Toronto, it had to be adapted to the new normal of the virtual world. 

The online event featured nine organizations with various professionals to speak to the best and brightest PR students, giving them the opportunity to connect and learn about some of the top workplaces in Toronto. The three-day event took place over Nov. 25 to Nov. 27, where students logged into Zoom to learn from and talk to 18 different speakers from nine organizations about their companies, work history and, of course, how the pandemic has affected businesses across the GTA. 

If you missed the event, here are our top takeaways from each organization:

Day 1

Craft Public Relations 

  • Learn how to write concisely and proofread your work. Writing is a learned skill, so keep practicing and improving. 
  • Be adaptable. You should be flexible to change your work and writing depending on the client and manager.
  • Craft’s start-up mentality allows them to be quick, nimble and agile with results. 

APEX / Ruckus Digital 

  • Become a news junkie early. News and media monitoring is critical in entry-level jobs.
  • Learn to pivot (check out their podcast on the topic). 
  • Top qualities of students and interns: be curious, have a do-anything attitude, be organized and flexible.

Weber Shandwick

  • Don’t be scared to learn new things. Different skills complement one another. If you specialize in something but want to try another job function, just ask!
  • Starting your career agency-side is beneficial because you’re exposed to many things all at once. You get to learn what you like and don’t like faster than working brand-side. 
  • Work culture is essential. Having a fun workplace not only makes you happy but increases work performance. 

Day 2

Edelman

  • Be proactive! It makes you stand out when you’re confident and recognize how you can help your manager. 
  • Trust is more important for brands now than ever before. The Edelman Trust Barometer can help you gauge trust in various industries. 
  • Find ways to facilitate connections online. Learn from those in the industry during school or while interning to advance your knowledge. 

MLSE

  • Be versatile. Be ready to take on any challenge that may arise. 
  • Be a self-starter and be willing to learn and grow within your role. 
  • Be organized! Finding an organization method that works for you is crucial. Whether it’s writing things down or adding to your google calendar, you need to stay on task. 

Rock-it promotions

  • Be nice to everyone because the industry is small and you will have to work with your competitors. 
  • Running a business and being an entrepreneur means sacrifice. 
  • Be passionate. Interns who are passionate stand out against the rest. 

Day 3

Veritas Communications

  • Say yes to every opportunity. You will learn what you love to do when you try out new things. 
  • Ask questions, and don’t be afraid to put your hand up. 
  • Veritas is not a “one size fits all” agency, so you can learn and grow at your own pace. 

NATIONAL public relations

  • If you want people to get engaged, you need to learn about the conversion funnel.
  • Digital is playing a more prominent role in public affairs and advocacy sectors. 
  • Public affairs is the collaboration between slow and fast public relations practices. 

NKPR

  • Don’t follow trends. Set them. 
  • Every campaign is different and unique but will have key pillars (e.g. media relations, influencers, ad campaign) to creating a brand moment.
  • Be eager to learn. 

As mentioned by our speakers, relationships are an essential part of their job. Networking, especially as a student, is crucial and Passport to PR gave attendees the opportunity to interact with agencies all over Toronto. Networking opportunities like Passport to PR make these connections that will help students land their dream jobs and connect employers with the most passionate and ambitious students. While networking virtually can be difficult, the SSC is proud to help facilitate the connections between students and professionals. 

CPRS Toronto’s Student Steering Committee thanks all the participating organizations for taking the time to speak to future PR practitioners. Thank you to Craft Public Relations, Apex PR/ Ruckus Digital, Weber Shandwick, Edelman, MLSE, Rock-it Promotions, Veritas Communications, NATIONAL PR and NKPR—without whom none of this would be possible. 

If any students missed out on Passport to PR this year, you will have another chance to attend in 2021! Follow the SSC on Instagram and Twitter for updates.

How to host a successful virtual event in 2021

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Written by: Kaila Currie-Bartlett, public relations graduate, Event & Project Specialist, Fluid

The COVID-19 pandemic has brought significant changes to the live event industry. From cancelled events to our new normal, virtual events, organizations have had to strategically pivot to execute gatherings entirely online, while still meeting the needs of their attendees.

Since March, many organizations have embraced the virtual world as we’ve seen numerous creative alternatives surface. For example, organizers of some of the largest conferences, festivals and concerts have all found new ways to safely host events online while reaching their target audiences. Some organizations have even mentioned maintaining a virtual component to their events moving forward.

While live events remain on hold indefinitely and virtual events become the new norm, you may find yourself asking how can you ensure your event is successful? As an event host, how can you overcome Zoom fatigue in a time where many people are craving in-person event energy? How do you stay top of mind in a market that is rapidly evolving? 

In my role as an Event and Project Specialist at Fluid, I have hosted three large virtual events in the form of a gala, educational webinar and corporate holiday party. Keep reading to learn how you can host a successful virtual event in 2021.

1. Hire an event producer and/or advisor (when budget allows)

Many people feel that an event producer is no longer required when hosting a virtual event. People tend to treat the new virtual format as a creative Zoom meeting and fail to see the technical requirements (managing breakout rooms, video transitions, live and pre-recording content, show flow, etc.) associated with hosting a successful and engaging event.

By hiring an event producer and/or advisor you are bringing an experienced professional onboard who can provide you with the ins and outs of hosting a successful virtual event. This expert can also provide support in creating an appropriate show flow, manage the recorded and live content, as well as help everyone navigate this new world.

2. Be strategic with your event time and date

You are no longer just competing with a booked date in someone’s calendar. You are now competing with the everyday demands of attendees working and living at home. One of the biggest challenges with virtual events is getting someone back online after work, giving their full attention. 

According to findings from the Event Leadership Institute and Intrado, the average view time of a 60 minute webcast event is 31 minutes and a large percentage of attendees are more likely to tune into an event during the week as opposed to on the weekend. Although this is a major shift for the events industry, the two above findings are crucial to consider when planning your next online event. 

Although we are moving to shorter programing, one of the biggest advantages of a virtual event is the ability to broaden your reach to a completely new audience. You no longer have to consider only reaching those in close proximity to your venue. Instead, it’s time to consider increasing your event footprint and potentially expanding your event nationally or even internationally. With that being said, in order to take advantage of this, you must be mindful during the planning stages and consider other time zones. If this is not possible, consider making the event accessible post-event either on your company website or your social channels.

3. When possible, pre-record your content  

We all know what it’s like to experience technical troubles, whether it’s poor internet connection or sound drop off. Although these troubles are typically beyond our control in the virtual world, it’s important event planners take advantage of what they can, specifically, pre-recorded content. 

There are several benefits in pre-recording your program’s content including full control over message delivery, little chance of going off script and most importantly, the ability to deliver your message more concisely. 

With the average view time being only 31 minutes, pre-recording your content will allow you to keep to a tight show flow and ensure messages are delivered when the audience is most engaged. While it’s important to control your messaging with pre-recorded content, it’s equally important to have a host or facilitator who is live to keep the feel of an actual event and to keep the show moving forward.

4. Engagement and interaction remain at the heart of your success

No one wants to attend an event with just a bunch of talking heads. Now more than ever, attendees are longing for opportunities to engage and interact in safe but creative ways.

Fortunately since COVID-19 hit, virtual platforms have taken the industry by storm and continue to evolve almost every day with new engagement opportunities. Some creative strategies I have implemented are breakout rooms as ‘tables’ for cocktail hours or as speed networking sessions, polling, live question and answer periods, as well as social media walls.

In addition, to ensure your event meets the wants of your audience, I recommend creating your programming around the three F’s – fast (short, more concise programing), fresh and fun, in order to distinguish itself from an everyday Zoom meeting.

5. Get creative with your value-adds

Prior to COVID-19, attending the live event was the draw. Today and moving forward, much more thought has to go into value-adds to guarantee your attendees are tuning in and that the standards of your event are being met.

People are not looking for a box of miscellaneous swag. Instead, it is better to strategically consider the items going inside your box by connecting it to the program and/or organization, using the items inside as a tool for social sharing and a way to connect with your audience. A few creative suggestions include meal boxes, cocktail kits and event boxes delivered directly to attendees homes. Food vouchers are also an easier alternative and a great way to support local businesses. 

As we can see, despite having to navigate restrictions on gatherings and attendees comfortability, there are still many ways to host successful events and stay connected with our target audiences. CRPS Toronto hosts a wide range of events for its members on an annual basis. Learn more about the events hosted in 2020 including the Student Steering Committee’s  Virtual Coffee Chat and Fake News: Understanding the facts. Stay tuned for details surrounding our full lineup of virtual events happening in 2021.

Crowdsourcing a strategic plan

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Written by: Nikki Luscombe, APR

In 2018, George Brown College needed to create a new strategic plan. We had one, but that was written back in 2010 for the decade ahead. Remember 10-year strategic plans? Back when we thought we could actually predict the future? 

In a world that is changing so rapidly and unpredictably, (and this was pre-COVID) the college knew that it had to design a plan that anticipated and responded to external trends and disruptors like economic transformations, climate change, urbanization and disruptive technologies but could also allow the college to strategize in shorter sprints. 

We asked ourselves – what will the graduating class of 2022 need? Will it be the same as the class of 2025 or 2028? 

Giving employees a say and voice 

In the past, strategic plans were written by a few senior leaders at the top and then mandated and passed down. Unfortunately, this approach was met with resistance. Employees at all levels said the plans were too vague and they just couldn’t connect with the material.

This time around, we were going to ask early, ask often and ask in all kinds of ways. We would ask for input so that employees really felt that they had a say, a voice and were heard. 

We started by surveying our employees about topics related to our strategy to start to validate some of our early ideas. We learned that employees wanted the George Brown of the future to be more innovative, agile and transformative. They also wanted the college to be less complacent, bureaucratic and traditional. 

We invited employees to contribute in many ways. There were surveys, think tanks, roundtables, workshops and “extreme exchanges” over several months. While these in-person events were meaningful, fun and interesting, they were not sustainable. We knew that we needed to scale up. We tried crowdsourcing.  

Breaking down siloes by crowdsourcing ideas

We created iGBC.ca – a place where innovative ideas thrive. Using iGBC as an ideation platform, we could flatten the organization and start silo-busting. We could crowdsource ideas for our Vision for 2030 and our Strategy for 2022.  

We wanted the user to engage in one of three ways: they could “like” the idea by voting for it; or they could add a comment to build on an existing idea; or they could contribute their own, new idea.  

Ideas worth sharing

We started to see lots of great new ideas emerge including posts about:

  • Flexibility in the Workplace – expressing the importance of flexibility from the organization – which we’ve been forced to learn over the past year.  
  • Turning George Brown’s verticals into student horizontals – reimagining a typical diploma or degree and instead allowing a student to pick and choose credentials that could lead them down a customized career path. 
  • Extending classes into the evenings – providing students with access to services and supports whenever and wherever they need it. 
  • Sustainability – empowering our community to up our game in being even more environmentally aware and sustainable in daily practice.

Overall, it was great to see ideas coming to life on this platform, and it was encouraging to see that colleagues were supportive, innovative and collaborative. Many of the ideas published on iGBC in some way, influenced the final strategic plan.  

Engaging employees in strategic directions

In just over six months, 939 employees visited the site. They generated 123 ideas, voted 1,800 times and posted 400 comments. We originally aimed to get 10 per cent of our workforce engaged, but we actually managed to almost double that with a 19 per cent engagement rate. 

We’re still inviting input and conversation on new strategic projects as we encourage a culture of innovation and collaboration. We’re still asking our employees to share ideas all their own and ask how they can make a difference – to help shape the future of George Brown College. 

Read more about George Brown College’s strategic plan, Imagining Possibilities: Vision 2030/Strategy 2022.

Takeaways from the SSC’s first virtual event

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Written by: Angela Frangos, University of Guelph-Humber Public Relations student and CPRS Student Steering Committee Representative

On Oct. 27, CPRS Toronto’s Student Steering Committee (SSC) hosted its first virtual networking event, a Virtual Coffee Chat. With speakers Jenny Shin, Mark Strong and Michelle Dias, 38 attendees learned about their careers and how COVID-19 has impacted them in small breakout rooms. 

Pre-event

For many members of the SSC, this was our first experience attending and running a virtual event. We knew that for students to benefit from this event, groups needed to be small. Rather than limit the number of potential attendees, we opted for breakout rooms. We began with all attendees in the main Zoom room, broke them up into three breakout rooms and rotated the speakers through the three rooms at 30-minute intervals. 

With the truncated time-frame that this event was planned in, promoting to students was essential. Our social media team began by planning posts on our Twitter and Instagram accounts, which were shared with accounts specific to schools with PR programs. We also planned a giveaway, incentivizing attending this first event, with the winner receiving free tickets to our highly anticipated Passport to PR event in November. SSC student representatives also emailed program coordinators, who contacted PR students at various GTA schools. This direct outreach with various contacts not only fostered relationships but increased the reach of our event. 

When running a virtual event, a thorough knowledge of the technology being used is key. Aside from researching the registration and event platforms, we completed run-throughs of the event in advance. We ran through the event with and without the speakers in attendance to determine how to set up the breakout rooms, whether to move attendees or the speakers through the rooms and facilitating that transition. Having a leader, in our case, SSC President Arefeh Ghane, facilitate the event from a technical standpoint was beneficial and avoided confusion. 

Post-event

Perhaps the most challenging part of any event is keeping the audience engaged. With virtual events, this engagement is even more difficult to achieve, particularly for students who are suffering from Zoom fatigue from their long, daily lectures. Our exit poll results show that attendees enjoyed small breakout rooms because it allowed them to interact with speakers and other students, which is much different than the format of their usual lectures. We desperately lack these interactions during this time of physical distancing, so finding ways to make an event feel as “physical” as possible will engage attendees best. 

Key takeaways

This event provided a vital learning experience for all SSC members as we venture into a drastically different world of event planning. Here are some key takeaways from this experience: 

  • Plan your event as early as possible. Just as with any in-person event, the earlier the event is planned, the more time promotions have to reach their intended audience. 
  • Find a way to make the event interactive. Whether that’s by utilizing the chatbox, sending polls during the event, or having everyone introduce themselves, make sure to keep attendees engaged throughout.
  • Keep groups as small as possible. Particularly for a networking event where you want discussions to happen, the smaller the group of attendees, the easier that is to facilitate. Even with our small breakout rooms, our exit survey’s main critique was that there was not enough time to network, so if that is the main purpose of your event, breakouts of 10 and under would be best. 
  • Practice, practice, practice. Do not wait until during the event to see if you are familiar with the technology you will be using. Complete at least one event run-through, making sure to practice everything that you will be using. Are your speakers using a Powerpoint presentation? Will each speaker be sharing their screen, or will a member of your team be sharing on their behalf? Will you be recording the event, and how will you be saving that recording? Make sure every aspect of your event is well-practiced. It may not eliminate every bump in the road, but it will leave you better prepared to handle any hiccups that do arise. 
  • Learn from mistakes to improve the next event. As we plan Passport to PR, we are thinking about switching to a different platform that better suits the larger volume of attendees and facilitates communication. Without this first event, we may not have known that another platform could be a better option. 

Passport to PR will be taking place virtually from Nov. 25-27. This virtual networking event will give students the opportunity to learn about different PR agencies and departments from the companies themselves. Registration is not live yet, but students can go here to see the latest CPRS updates. 

Fake news

Event Recap: Fake news: Understanding the facts

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Written by: Allie Martin, Public Relations Intern

With the current election still in motion (as of Nov. 6, 2020) for our American neighbours and with the rise of social media, it seems that the topic of fake news appears within the media on the daily. 

Recognizing this, the timely and relevant topic was the subject of CPRS Toronto’s most recent virtual event. The professional development event was held on Oct. 28 and was open to all CPRS Toronto members. The goal of the event was to give audience members the 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. 

The event was hosted and moderated by Gail Strachan, CPRS Toronto’s Director of Professional Development and Chair of Inclusion and Diversity. Guest speakers included Jessica Samuels, Communications Manager of the Canadian Mental Health Association, Melissa Retty, Senior Vice President of Craft Public Relations, and John Ferri, Vice President of Current Affairs and Documentaries at TVO. Each speaker gave insightful information on fake news in this day and age and how we can navigate it as communications professionals. 

The first speaker was Jessica, who spoke about our information foundation and the rise of fast journalism. We are living in a 24/7 hyper-digital age, which has led to the appetite for faster journalism. The emphasis is now placed on being the first to report on information and not necessarily being right; accuracy falls behind at times when quick reporting is the priority. This has resulted in constant ‘updates’ and ‘corrections’ to news stories, and consumers are okay with it, allowing fake news to continue. The rise of social media has also allowed people to purposely set the public on the wrong information path. She emphasized how because of all of this we have to do our own fact-checking and cannot take everything we read as credible.

The next speaker was John, whose insights were greatly tied to Jessica’s. He spoke on the current state of journalism and how digital disruption has led to the loss of thousands of jobs in the traditional media landscape. Mentioning that traditional media wasn’t perfect either on keeping out fake news, but it was a key player in public information as it was the gatekeeper of reliable information. With the rise of social media and more people relying on it for information, there is a heightened risk of receiving misinformation. He recommended watching The Social Dilemma to help understand this. He concluded that fake journalism’s main goal is to have the reader undermine their faith in anything they read as being true. Creating uncertainty in the public means that we don’t know how to separate fact from fiction. 

The last speaker, Melissa, spoke about some possible solutions to help us better “spot” fake news, particularly as communications professionals. She spoke on how everyone is likely to have experience in being fooled by something we read online and how it is unfortunately our reality. Melissa highlighted a campaign created by Craft Public Relations to help the public SPOT fake news online. It involves asking four questions as a consumer including:

  • Is it a credible source? 
  • Is it from a biased perspective? 
  • Are other sources reporting on the same story? 
  • Is it timely? 

We need to understand what sources we can trust and to know the difference between news channels and news sources. 

After the presentations, audience members had the opportunity to ask questions which led to some further discussions. It was an excellent event where audience members gained insights on fake news and how our information has changed with the rise of social media in the digital age. It is essential to understand that we can no longer believe everything we see and read as true, as we used to in the past.  

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

Special thanks to Cision for sponsoring the event.

 Bonus content:

To stay up-to-date on the latest news, blog articles and upcoming events, subscribe to CPRS Toronto’s newsletter.

Student Perspectives: interviewing Arefeh Ghane

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Written by: Laik Sweeny, Internal Vice President, Student Steering Committee

Arefeh Ghane, the 2020 Student Steering Committee President and fourth-year student in Humber College’s Bachelor of Public Relations program is a leader in every capacity. Her work ethic allows her to lead this year’s Student Steering Committee through the new virtual event space, engaging students in her passion for PR.
*Responses have been edited for clarity

Tell me a little about yourself and your journey to choosing PR.
I graduated from Fitness and Health Promotion at Fanshawe College in 2016. From there, I worked at
Goodlife in their head office for their membership call center. If members had any type of issues, I would
be on the other line answering those questions. One of my favourite things was to look at [customers’]
social media, and solve member issues from there. I brought up the idea of moving to the social media
team, but in order to move there, you needed at least a certificate in public relations.

So, I had applied to the one-year Fanshawe program and then had the ability to apply for others. I had a friend who said that Humber had the best program, so I also applied to the Humber bachelor and two-year diploma. I honestly wasn’t even thinking I was going to accept the bachelor’s program because English was not my greatest strength in high school, so when I was accepted I said, at least it’s a degree and if I’m not a fan I’ll just drop down to the diploma. But, I’m so glad I chose to stay in the bachelor’s program because I’m really enjoying everything I’ve been learning and the opportunities it’s brought me. But, it’s such a drastic difference between what I went to school for and what I’m doing now.

How have your past experiences helped you with your internship now and your role as the SSC president?
I would say that many of my past experiences, even going back to high school experiences, have always
been in leadership positions. I had a high school class called Leadership where we planned all the events
like semi-formals or the Christmas assembly every year. Every year we would have a Black History month
event that I helped plan with the school board and our students and teachers against racism group, so we
would plan out how to teach elementary school students about diversity, inclusion and equity.

So, what I do now has always been ingrained in what I’ve been doing throughout my life. Being a president in a leadership role has always been something that I’ve been used to, but it’s definitely allowed me to
continue to be able to take on new things that I’m “scared” of. So, being the president of the SSC is just
another thing where I don’t know if I can do this, but I’m going to have a grand old time doing it anyway.

What has been the most valuable part of your role as president so far?
I would say the most valuable part would be actually building the committee team and being able to meet
with so many different students across the GTA. It was really great to be able to learn about what they do,
why they got into PR, and what it is they love so much about the industry. Being on the committee has also allowed me to see how all the other committee members do things and learn from them as well. So, I always take everything as a learning opportunity.

How do you see being president of the SSC helping you in the future?
I would say that it’s definitely helping me hone my leadership skills because this is an actual industry
role. I would also say that because it’s with CPRS, and it’s such a respected organization within the PR
industry, seeing that on a resume is definitely something that’s going to help in everyone’s career. Even if
you’re just a part of CPRS as a volunteer and not in a leadership position, it’s definitely something that
will allow us to continue to build our network, promote the industry, but then also execute change that is
important to the growth of the PR industry.

Where do you see your PR career heading?
In my dreams, I see it heading to a very executive, high-up level. I’m speaking it into existence now
because the title CEO sounds fantastic, and you always just aim for the top. I kind of just see myself being
a thought-leader of the industry, hopefully, and just being someone that people can look to and come to
for advice. Someone that is able to give things back to the industry. I’ve always wanted to be that kind of
person, where yes, I’m getting something out of this, but what is it that I can do in return. It’s kind of hard
to tell the future, but CEO sounds great.

What’s your biggest piece of advice for students hoping to enter the industry?
If you’re thinking about coming into PR, definitely do it. There are so many sectors, it’s not just social
media, it’s not just influencers, and there are so many industries that require it that it will never get boring.
It’s always changing, there are always new things. It’s funny because yesterday my boyfriend said if social
media were to ever end, what happens to your job? I said, nothing. My job keeps going because social
media was just something that was added on, and PR has been around for ages. It’s just so interesting and
exciting to see how it continuously evolves, and what there is for everyone to be able to do. You
continuously learn, and there are so many amazing people in the industry. So, if you’re thinking about it, I
highly recommend it.

Online learning: a student’s perspective

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Written by: Jennifer Smith, Humber College Bachelor of Public Relations student and CPRS Student
Steering Committee Representative

I expected to face challenges as a student, but the challenges that the pandemic brought were unprecedented. When my school shut down and my classes were postponed, I was worried. How was the remainder of the semester going to be carried out?

Eventually, our college informed us that we would be taking our classes online until further notice. I was happy to know that my studies could continue, and while this relieved some of my stresses, I had never taken an online course before.

Setting up for success
I have been a full-time online student for nearly nine months now (I took summer classes) and I
feel I have adapted to online learning fairly well. While it came with a lot of trial and error, making some key adjustments and learning to adapt to online communication was inevitable if I wanted to remain successful in the online world.

Organizing and planning
I have always used a planner but moving online made my schedule very open-ended. I had to refer to
my planner more frequently to stay on task as opposed to looking at it only once or twice a day. I found
that this helped me to remember and keep track of the smaller tasks that I may have been prone to
forget.

Time-management was key as the days tend to bleed together when you’re home all day every day.
Effectively using and referencing my planner ensured that I met the daily work quota that I set for myself
and other important deadlines.

Online communication
Most of my classes have had meetings via Blackboard and Zoom once a week. My professors recorded these meetings, which I found helpful to refer back to at a later date.

Engagement in these virtual classrooms is hard for professors. I noticed many of my peers did not turn on their cameras or microphones leading the professor to talk to themselves. I found it helpful to use my camera, microphone and chat function; these items helped me engage with the class more, absorb information better and made the class more interesting. Doing these things made a big difference in the class’s quality because it made me accountable for my learning. I know that I learned more than I would have if I just remained silent.

We are all feeling the effects of Zoom Fatigue, so I recommend other students take control of their education and make the best of online learning by engaging with their professors and peers. Professors can make the most of this by asking students to use their cameras, mics and chat functions as well as using polls and other interactive features to keep students engaged.

A second way I learned to successfully communicate with my peers and professors online was through the group discussion boards. Interacting with my peers on the discussion boards was very similar to the conversations that would happen in class as we would respond to articles and weekly questions. The group discussion boards are an important aspect to pay attention to and utilize because of that.

So, what do I think?

While I feel I have been successful in my studies so far, it wasn’t without a few bumps along the way. Online learning is different for everyone and making sure I engaged and organized improved the quality of my classes significantly. While I know Zoom fatigue is hitting both educators and students alike, I encourage professors to continue to use interactive components of Blackboard, Zoom and other platforms to enhance our learning. I would also like to encourage students to give their online classes their best efforts and engage with their professors and peers as much as possible. It is your choice if you let the pandemic come between you and the quality of your education.