Students

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.

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 

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 

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 

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. 

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. 

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.

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.

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.

Written by: Carolina Salinas, public relations and corporate communications graduate 

Before the pandemic, students and recent graduates would often conduct meetings with working professionals in face-to-face settings with the hopes of expanding their network. 

However, given recent physical distancing guidelines, these informational interviews have shifted toward interacting remotely and gaining virtual connections in creative formats. Despite conversations taking place online, these new forms of communication have opened up countless opportunities by bringing individuals closer together from anywhere across the world regardless of physical distance. 

Below, I share three best practices for networking during the COVID-19 pandemic through technology.

Leverage social media

The integration of social media within our lives has revolutionized how we connect with each other. Today, virtual networking can foster strong ties even more quickly at times than in-person interactions. Social media platforms including LinkedIn, Twitter and Instagram are useful tools for building your network with professionals and companies of interest. 

When approaching new individuals, it is crucial to practice proper online etiquette and respond in a timely and courteous manner within working hours. For example, while sending an invitation to connect with a new individual, it is important to keep your first message concise and to be mindful of the tone of your delivery. 

Once established as part of their network, you can continue the conversation via LinkedIn’s chat function, which can eventually lead to a phone call or virtual meeting through an online communication platform, such as Zoom, Microsoft Teams or Cisco Webex.

Embrace online platforms

Since the outbreak of COVID-19, many companies have stayed connected remotely using popular online platforms such as Zoom. During recent months, we have witnessed a growing number of these virtual communication tools entering the market.

and being adopted across a large number of organizations. Platforms including Microsoft Teams, Cisco Webex and Zoom have allowed companies to stay connected with their employees, clients and stakeholders using state-of-the-art technology. 

For this reason, it has become increasingly common for individuals to utilize these systems to their benefit and to ask people of interest to hold 30-minute online meetings across these platforms to gain digital facetime.

Attend virtual events

While online events have been around for a long-time, we are beginning to see a rising number of webinars, chat rooms and online conferences. During these gatherings, individuals can reach out and quickly get in touch with speakers, moderators and event panel representatives, or even after these events have concluded. By offering feedback or asking additional questions, participants can engage with organizers who are experts within the field in targeted and meaningful ways. 

By actively getting involved during online events, such as by asking thought-provoking questions during Q&A time, participants can increase their visibility to panelists and encourage them to reflect on their subject-matter expertise while answering. This provides a fantastic opportunity for someone looking to stand out from a larger audience and opens up possibilities to continue the conversation. Specific questions that individuals often ask can range from more open-ended ones, opening the floor for storytelling and experience-sharing, to value-driven conversations, seeking a thoughtful perspective on a particular topic of interest. 

From all this, it is evident the COVID-19 pandemic has provided countless opportunities to pivot our current model and approach to networking. The year 2020 has spotlighted technology within our personal and professional lives as a tool to create and maintain our presence through an online format. 

At CPRS Toronto, we are proud to serve our growing community of public relations practitioners at all different stages throughout their career within their ongoing growth and development. If you’re interested in building your network and connecting with a wide range of diverse and multi-versed professionals across the field, consider attending one of our upcoming virtual events or reaching out directly to a member of our Board of Directors. We’re here to support your needs in whatever ways we can and are always open to your feedback and suggestions.

Written by: Tatiana Ilunga

As the Director of Communications & Marketing on the CPRS Toronto board, Jessica has proven to be a strong team player who has elevated the organization’s social media presence and reach since joining the team. Her contributions to internal and external communications have led to stronger connections being formed between CPRS Toronto and its stakeholders.

Jessica demonstrates excellent leadership qualities by mentoring student volunteers and teaching them foundational skills to help them break into the communications profession. Her work ethic and commitment to the organization are apparent by her willingness to consistently step up and support her teammates whenever they need her help.

In an interview about her recent CPRS Toronto ACE award for Young Public Relations Professional of the Year, under 30 category, Jessica expressed how supportive the CPRS Toronto team has been during her time with the organization and that her engagement with the community has contributed to her professional growth in the public relations industry. 

In the three years since completing Humber College’s graduate public relations program, Jessica has applied storytelling techniques to encourage audience engagement in the private and public sector organizations she has worked for.

Jessica views mentorship as a good platform to learn from experienced leaders.

“I’ve been lucky enough to meet some incredible people early on in my career. My mentors haven’t just offered me valuable career advice, they’ve also supported me along the way.”

Jessica believes it’s important to pass along what she’s learned to public relations students who are entering the industry:

“I always tell new grads to focus on developing relationships with people in an industry that piques their interest. Be confident enough to introduce yourself and showcase what you can bring to the table.”

Jessica offers more advice for those who are looking to start a career in public relations:  

1. Never be afraid to approach other professionals in the industry
2. Develop your personal brand and sell it
3. Show your strengths and be confident about what you have to offer     

Learn more about the annual ACE Awards program and submission requirements.

A look at Black female representation in PR

Written by: Sharlyn Carrington, Founder & Director, Content Strong by CONTENTEVENTS

Everyone is finally talking about diversity and particularly anti-Black racism. Hundreds of days worth of protests have emboldened this conversation. 

The people want to know more about the composition of teams, specific actions to address race-based barriers and how leaders are taking steps to make concrete changes. Organizations are increasingly under the spotlight to demonstrate action on these issues, and they’re looking to communicators to give guidance on how to engage in dialogue. Increasingly they’re noticing what I noticed a few years ago, their communications teams are not diverse. 

In 2018, I researched whether there was a lack of Black women in public relations, and if so, what was keeping them out. Limited research about Canadian public relations led me to draw on data from the U.S. which uncovered four key insights: 

PR’s image is lily-white

A study conducted on movies and TV over a 15-year period showed women in public relations were portrayed as attractive, social, stylish, and mostly, if not all, white. 

Studies on reputation and image made it clear:

If we only see one image of the ideal public relations practitioner, we become programmed to believe the field is only for that one type of person.

This common reputation, image and identity can greatly impact the way PR is valued as a business function.

PR teams are not diverse

• PR teams are mostly composed of white females, yet leadership teams are largely male.
• Disparities are even more obvious when it comes to racial and ethnic groups.
• Practitioner demographics don’t proportionately reflect the diversity of the country.
• Black women are underrepresented in senior management.

Gender and racial barriers still exist

• Women account for more than two-thirds of all practitioners, yet still make an average of 6 per cent less than male practitioners. 
• Factors like ethnicity and race impact where women are placed in the gender-power scheme, where white women are placed higher than others.
• Black women face dual discrimination, are more likely to be in worst situations when it comes to job level, income, security and satisfaction, and overall have more barriers that exclude them from getting promoted.
• Although discrimination is of course a barrier, so too is a lack of Black role models and mentors to emulate, learn from, or create support groups with.

Diversity is vital

• There should be as much diversity inside the organization as there is outside for the organization to be the most effective. 
• When organizations or in this case PR, neglects to embrace diversity it can miss huge opportunities not only to reach diverse publics, but it can become more vulnerable to possible crises. 

Study participants

I privately interviewed 21 Black female practitioners about working in Ontario PR. Participants worked mostly in intermediate and middle management levels, in a range of industries, between the ages of 31 and 54 years old. 

THEIR ANSWERS BELOW, MIRRORED PREVIOUS RESEARCH:

Mentors: Most participants had mentors, but many were not Black, and those that were, did not work in public relations.

Inclusivity: Participants felt PR was not inclusive, it was white-dominated, and many told stories not of explicit exclusion, but of a knowledge that they were not “part of the club.”

Barriers: Many cited being held back by managers, discrimination, and motherhood as barriers to their advancement.

Covert racism: Participants described that their experiences with racism were mostly not direct, yet they experienced microaggressions; subtle, engrained, and unconscious biases; and having felt they were discriminated against, but couldn’t prove it.

Code-switching: Participants described being held to a higher standard; having to suppress their voice as to avoid the “angry Black stereotype;” and changing their hairstyle and wardrobe in response to negative comments, microaggressions, direct sabotage and to appear non-threatening. 

Mostly white leadership: Almost all spoke about their organizational leaders being mostly white, and therefore not having a comfortable space to talk about their race-salient experiences.

Deterrents: Participants mentioned a lack of Black role models, leaders, and professors, and not having the right network as deterrents to entering PR.

The bottom line

The reputation of and representation within PR is narrow and could be deterring black women as they may not consider it a field with which to enter and excel.

All participants agreed, diversity is vital to the effectiveness and credibility of PR. Therefore, it’s crucial to encourage more people of all races to pursue careers in the practice and to create spaces where diverse practitioners feel safe, included and empowered to do their jobs effectively.

Sharlyn is a storyteller and strategist with 12 years of experience in communications, marketing, and events. She’s held a myriad of fast-paced roles advising five Ontario ministries and 12 Cabinet ministers, leading a team of advisors for two Premiers’ offices, conducting media relations for tech and lifestyle clients, and writing and leading operations for a lifestyle magazine. She holds a Master’s degree in Communications Management from McMaster University, (for which this research was conducted), and from concept to design she is now running a content strategy and copywriting business.

References:

1 Pompper, D. (2005). Multiculturalism in the public relations curriculum: Female African American
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