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Photos from the CPRS Toronto 2013 ACE Awards now available
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This year’s ACE Awards gala was, as promised, a night to remember! Well, now you can reminisce as much and as often as you like because the pictures are available through CPRSToronto’s flickr.

Thank you to everyone who joined us this past Wednesday, and congratulations again to all of this year’s winners.

[flickrslideshow acct_name=”CPRSToronto” id=”72157633353367492″]

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Congratulations to the 2013 ACE Award Winners!
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The 2013 CPRS Toronto ACE Awards gala was an unforgettable celebration!  On April 24th, CPRS Toronto welcomed over 350 of Toronto’s PR elite to acknowledge and honour the best communications campaigns in the city.

ACE Awards are given to organizations and individuals who have positively influenced the Toronto PR industry, as determined by a judging panel of seasoned communications professionals. Winners left the gala with more than a trophy – being recognized with an ACE Award is a symbol of quality and mutual respect amongst Toronto’s PR community.

Congratulations to the 2013 ACE Award recipients!

Best PR Campaign

  • Argyle Communications and Free for All – 30% off Ontario Tuition

Best Creative PR Campaign 

  • Strategic Objectives and Mondelēz Canada – 100th Birthday of Oreo

Leadership Awards

  • Lois Marsh Award: John Muldoon, APR
  • PR Professional of the Year: Cathy Cowan, Cowan & Company Communications Inc.
  • Volunteer of the Year: Heather Agnew, RBC
  • CPRS Toronto Young PR Professional of the Year: Adrian Seeley, PRAXIS
  • CPRS Toronto Public Relations Student of the Year: Hannah Sunderani, Centennial College

Media Relations – Budget Over $50,000

Gold

  • Strategic Objectives and Mondelēz Canada –  100th Birthday of Oreo
  • Argyle Communications –  The Canadian Pain Summit

Silver 

  • Kraft Canada and Edelman –  MiO Trick Squirts
  • Revera Inc. and Environics Communications –  Thought Leadership – The Revera Reports
  • LOFT and Edelman –  LOFT Canada Launch
  • Novo Nordisk Canada and GCI Group Canada –  Igniting the VA Dialogue
  • NATIONAL Public Relations –  P.F. Chang’s Canadian Launch
  • NATIONAL Public Relations –  Capital One Credit Education Week
  • DDB Public Relations –  autoTRADER.ca: The Most Cars in One Place
  • Shaw Media and Edelman –  The Real Housewives of Vancouver Campaign
  • APEX Public Relations and George Brown College –  George Brown College Waterfront Campus

Bronze 

  • APEX Public Relations, Morin Public Relations and Walmart Canada –  Mom of the Year Award
  • APEX Public Relations and Kao Canada –  John Frieda Precision Foam Colour
  • Environics Communications –  The Talk
  • Citizen Optimum / Future Shop –  Future Shop Holiday 2012
  • eBay and Edelman –  eBay Canada 2012 Holiday program
  • Kraft Canada and Edelman –  Kraft Food for Families
  • NATIONAL Public Relations and Direct Impact –  Ford of Canada Power of Choice Campaign
  • Argyle Communications and PC Financial –  PC Canadian Family Finance Series

Media Relations – Budget under $50,000

Gold

  • APEX Public Relations and Nike Canada –  Sustainable Olympic Track Uniforms

Silver 

  • TD and Paradigm PR –  Credit Cards & You
  • energi PR –  MFPA: Canvassing the Country
  • APEX Public Relations and Nestlé Canada –  Nestlé Assorted Paints the Town Red
  • PRAXIS –  Lifesaving Society: Swim to Survive+
  • Argyle Communications and Staples Canada – Back to School with Staples
  • Fleishman-Hillard Toronto –  One Direction 1D World Toronto
  • SiriusXM and NATIONAL Public Relations – SiriusXM’s Siriusly Sexy Survey

Bronze 

  • APEX Public Relations and Kao Canada –  Summer Beauty with John Frieda and Jergens
  • Citizen Optimum –  ACE Bakery Canada’s Best Sandwich
  • TD and Paradigm PR –  TD Educates About Cyber Fraud

Best Use of Special Events.

Gold 

  • RONA Inc. and MSL Canada –  The Nature of Colour
  • DDB Public Relations –  Subaru’s BRZ Scorches the Competition

Silver 

  • Citizen Optimum / IKEA Canada –  IKEA Winnipeg Store Opening
  • PRAXIS –  CCMadMen Event

Bronze

  • APEX Public Relations and Kao Canada –  YWCA Facility gets a Makeover
  • PRAXIS –  Dean and Todd’s Banff Ice Party at Blue Mountain
  • PRAXIS –  CARSTAR Dirty Car Art Exhibit

New Product or Service Launch Campaign of the Year 

Gold 

  • Energizer Personal Care –  Launch of Schick Hydro Silk
  • McDonald’s Restaurants of Canada Ltd.  –  Our Food. Your Questions.

Silver 

  • Shaw Media –  Continuum Series Launch Campaign
  • Kraft Canada and Edelman –  MiO Trick Squirts
  • Kaiser Lachance Communications –  Sears Canada LOOK! Report Launch
  • NATIONAL Public Relations –  P.F. Chang’s Canadian Launch
  • APEX Public Relations and Kao Canada –  Bioré Welcomes You (Back) to Your 20s

Bronze

  • APEX Public Relations and Nike Canada –  Measuring Movement to Make Life a Sport.
  • Ketchum PR Canada and Philips Canada – Philips Sonicare Diamond Clean Launch

Employee Communications Campaign of the Year

Silver 

  • Toronto Hydro-Electric System Limited –  Grow Your Mo’ for Movember Campaign
  • Bombardier – Employee Communications Campaign of the Year Bombardier Aerospace Toronto Site

Community Relations Campaign of the Year 

Gold 

  • Argyle Communications and Free For All  –  30% Off Ontario Tuition

Silver 

  • Citizen Optimum –  Hyundai Hockey Helpers
  • Argyle Communications –  The Crosstown and the Community

Bronze 

  • Ontario Tire Stewardship, OARA and Environics Communications –  Ontario Tire Stewardship and OARA: Annual Tire Take Back Events
  • PRAXIS –  The Courvoisier Collection
  • Environics Communications and Stewardship Ontario –  Make the Drop, Battery Recycling Program

Best Digital Communications Campaign of the Year 

Silver 

  • Energizer Personal Care and Paradigm PR –  Playtex Gentle Glide Communications
  • Unilever Canada and Edelman –  Salty’s Missing Again’s Digital Journey
  • Kraft Canada and Edelman –  Kraft Foods DessertCentre.ca Program

Best Use of Communication Tools (Internet, A/V, Research & Measurement, Print and Publications)

Gold

  • Environics Communications and Pfizer Consumer Healthcare –  Advil Nighttime Year II

Brand Development Campaign of the Year

Gold

  • McDonald’s Restaurants of Canada Ltd.  –  Our Food. Your Questions.

Silver

  • Environics Communications – airmilesshops.ca Holiday Campaign
  • PRAXIS –  Canadian Club 2013 Brand Development

Bronze

  • Veritas Communications Inc. –  SUBWAY Restaurants Commit to Fit
  • Environics Communications –  Panasonic Cooking Canada Campaign
  • Randstad and MSL Canada –  Randstad: 2013 Public Relations Program
  • Ketchum PR Canada and Philips Canada –  Philips Consumer Lighting Campaign
  • Citizen Optimum –  ACE Bakery Canada’s Best Sandwich
  • NATIONAL Public Relations –  Hankook Tire Canada, The Road to the Top
  • PRAXIS –  Pepsi Ultimate Taste Challenge
  • Real Estate Council of Ontario –  RECO’s Consumer Awareness Campaign

Crisis or Issues Management Campaign of the Year 

Bronze 

  • MAVERICK–  Crisis at Toronto Eaton Centre

Best Student PR Campaign of the Year 

Gold

  • Talk is Cheap 5.0 Team, Centennial College –  Talk is Cheap 5.0

Silver

  • BraveArt Committee, Centennial College –  BraveArt
  • Cheryl, Hannah, Kassandra, Jessica & Brittany, Centennial College –  It’s Your Moment LGFB Fashion Show
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CASE STUDY: High Road Communications’ Brighter Life for Sun Life Financial
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By: Miranda Germani

Today’s the big day: the ACE Awards gala takes place this evening! The ACE committee is busy at Arcadian Court rolling out the (metaphorical) red carpet at this very moment. Just like the Oscars’ broadcast rehashes past years’ movies and fashion before the big show, this is the perfect moment for us to take a look into our past with an ACE Awards standout.

The Sun Life Financial and High Road Communications teams took home an award last year with the BrighterLife.ca initiative, awarded in the Digital Communications Campaign category.

I was pleased to talk to Adrienne Connell, Vice President, High Road Communications before the 2013 ACE Awards officially arrive, about the success of this digital campaign.

Can you tell me about your winning campaign? 

BrighterLife.ca is Sun Life Financial’s innovative digital content marketing platform. It is aimed at helping Canadians answer their money, health, family and career questions in an informal, engaging and no-pressure way. The goal is to add real value to Canadians through the power of relevant, credible, useful content. It’s a revolutionary approach that puts the needs of consumers at the forefront and it’s helped Sun Life to connect with a whole new target audience.

What was the objective and why was it so successful?

Sun Life Financial wanted to engage consumers earlier in the sales cycle, before they had considered Sun Life or were even aware that they had a need that might be met by a financial product. They already had digital marketing platforms to engage both prospective and current customers but needed a way to reach consumers who were just at the beginning of their buying journey. Typically, customers have a trigger event, such as starting a family, changing careers or thinking about retirement.  Enter BrighterLife.ca to engage a wide span of Canadians from young professionals, to young families through to mature families and pre-retirees. It’s been a success because there is an incredible team of individuals behind it that ensure we’re creating magnetic content that is portable, and by that I mean letting audiences consume the content in the channels of their choice, be that on the website, e-newsletters, Facebook, Twitter or RSS. They also make a phenomenal commitment to activating that content across channels leveraging a combination of paid, earned, owned and shared channels.

How did winning an award contribute to the agency’s brand? 

At both High Road and Sun Life we’re very proud to work on this award-winning initiative. It’s an amazing honour to be recognized by our peers in the industry for creating innovative ideas that hopefully inspire other brands and it has helped to solidify our voice as thought leaders in the Canadian content marketing space.

What inspired you to submit?

We are always committed to celebrating our client’s successes, and awards such as this play a key role in recognizing their great work and our continued partnership together.

What were the challenges associated with submitting an award?

While we are always looking at metrics to evaluate a program’s success, distilling those down to the highlights and capturing the essence of what makes a particular effort such as BrighterLife.ca unique isn’t always quick to pull together. It took support from Sun Life’s team and High Road’s to ensure our submission told the story of BrighterLife.ca.

What was a “must-include”in your binder submission?

Creative samples of the writing on BrighterLife.ca and the user experience design of the site. We also made sure we included materials that spoke to the overall strategy and goals. Finally we included materials that illustrated the impact we’ve had with BrighterLife.ca and the vibrant community we have built around the brand.

How did it feel to receive your award at the gala?

Really good! We enjoyed a chance to bring our two teams together for a night of celebration and fun.

What advice would you give to other entrants?

Submit! Be creative in your submission while giving a clear indication of what you set out to do, how you did it and what you ultimately achieved.

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THANK YOU TO THE CPRS TORONTO 2013 ACE AWARDS SPONSORS
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By: Natasha Nitsopoulos

The prestigious ACE Awards gala is just two days away. As we’re putting the finishing touches on what promises to be a memorable night, CPRS Toronto and the ACE Awards committee we would like to take this opportunity to thank our sponsors who have helped make this celebration of communications excellence possible!

On behalf of CPRS Toronto, we appreciate your support and would like to say thank you to:

AVW TEL-AV, a full-service audio visual resource rental company for corporate events, exhibit programs, trade shows and conventions of all sizes.

Marketwired, a customized communications solutions provider, offering targeted coverage across all media and measurement services.

Leger Marketing, the largest Canadian-owned polling, research and strategic marketing firm, with offices across Canada and the United States.

CNW Group, Canada’s leading newswire service specializing in media monitoring, photography and video services, translation, webcasting, conference call services, regulatory filling and measurement.

Canadian Press, Canada’s trusted news leader, multimedia news agency and creator of our favourite book: CP Style.

Cision, a leader in public relations planning, media monitoring, reporting and communications analysis.

News Canada, a leading provider of ready-to-use, timely, credible, newsworthy and copyright-free news content for editors, broadcasters, web and video content providers.

Infomart, a division of Postmedia Network Inc., is Canada’s leading media consultancy providing media monitoring services, research, brand solutions and corporate data.

See you on Wednesday for the 2013 ACE Awards gala!! Tweeting at the Awards? Make sure to hashtag #CPRSACE.

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Why attending the ACE Awards is a must for Toronto’s PR professionals: Insight from a past attendee
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By: Miranda Germani

Haven’t bought your ACE Awards gala ticket yet? What are you waiting for? The ACE Awards, the Toronto PR must-attend event, is fast approaching. Tracey Bochner, President of Paradigm Public Relations, helps us break down the benefits of attending the gala.

“It is important to support CPRS and the PR industry in Toronto in general, and attending the gala is good way to do this,” says Tracey. “The ACE Awards is a place to recognize the innovative work of the PR industry in Toronto.”

The gala isn’t just a fun event, it’s also a learning opportunity. “The ACE Awards showcases some of the best work being done by communications professionals in the city. Whether the award-winning work is from agencies, corporations, government or not-for-profits, there is always something that we can learn from the creative thinking and success of others,” says Tracey.

It is also a great opportunity for networking. Each year at the gala Tracey reconnects with industry colleagues.

“The ACE Awards is an important night for us at Paradigm PR. My business partner Mike Abbass and I look forward to the gala every year,” says Tracey. “We celebrate with our amazing clients, who give us the latitude to execute creative campaigns, which result in award-winning programs, we recognize our incredibly talented staff, and we connect with colleagues to toast their successes. We never miss it.”

Ready to reap the benefits of attending the ACE Awards? Hurry, tickets are almost sold out. More information is available on the ACE Awards page.

Tweeting about the ACE Awards? Follow @CPRSToronto and use the hashtag #CPRSACE.

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One more week to get your ACE Award tickets!
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Don’t wait any longer before getting your tickets for the 2013 ACE Awards gala, which will be held one week from today! It’s the Oscars of PR – a chance to recognize and celebrate the excellence in public relations and communications. It will be a fabulous night of networking with colleagues, while enjoying a delicious three-course dinner. Tickets are selling fast, so make sure to reserve your spot at this prestigious event you don’t want to miss.

Our host for the night will be Global Toronto’s Sean O’Shea, award-winning investigative and consumer reporter who is regarded as one of the most tenacious reporters on local television.

Date:

Wednesday, April 24, 2013

  • 5:15 p.m. Registration and Cocktail Reception
  • 6 p.m. Dinner and Awards Ceremony

Location:

Arcadian Court
401 Bay Street
Simpson Tower, 8th floor
Toronto, ON
M5H 2Y4

Ticket costs:

  • Member: $130
  • Table of 10: $1,250
  • Non-member: $165
  • Student member: $70
  • Student non-member: $85

For more information, and to buy your ticket, visit the CPRS Toronto website.

 

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Inside the ACE Awards Gala – Thoughts from a veteran attendee
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By: Miranda Germani

Are you considering attending the hottest PR event in town but aren’t quite sure what to expect? Blair Peberdy, vice-president, marketing, communications and public affairs, Toronto Hydro-Electric System, has attended every ACE Awards Gala for the past decade. Blair gives us the inside scoop on what it’s like to join more than 300 of Toronto’s PR practitioners and students to celebrate the best in PR, network with colleagues, and enjoy a delicious meal.

For those who haven’t attended an ACE Awards gala before, this repeat guest and award-winner describes the event as “one of the few opportunities for Toronto’s PR and communications professionals to get together to celebrate excellence in our business. There’s always a fantastic buzz in the room and the quality of the awards submissions is very impressive.”

Blair thinks it’s important for communications professionals to attend the ACE Awards gala, regardless of whether they’re winning an award.

“Attendees have the opportunity to network with some of the best communicators in the country from the agency, corporate, government and not-for-profit sectors at an event that is fun and well attended by senior, intermediate and entry-level practitioners,” said Blair. “The atmosphere is friendly and it’s the best event in Canada featuring top creative and strategic communications programs, executed exceptionally well.”

The ACE Awards gala is a great way to celebrate with colleagues and friends, and everyone can learn something to use in their professional career. As Blair explains, “Great campaigns are always featured and well-presented in a fast-paced format. I usually come away with one or two great ideas. It’s also a fantastic opportunity to quietly gauge how your own communications programs stack-up against some of the top PR professionals in Canada — and it’s usually a pleasant surprise!”

Blair concluded explaining why he has been a loyal attendee. “I like to attend because I enjoy the networking, but most importantly I find the quality of the awards submissions and the excitement at the event to be inspiring.”

The ACE Awards gala is fast-approaching. This year’s ACE Awards is being held on Wednesday, April 24, 2013 at the Arcadian Court, hosted by Global Toronto’s Sean O’Shea.

Eager to get your hands on the hottest PR ticket in town? More information is available on the ACE Awards page. But don’t delay – this event always sells out!

Tweeting about the ACE Awards? Follow @CPRSToronto and use the hashtag #CPRSACE

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Open doors with a CPRS Toronto Leadership Award
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By Miranda Germani

A Beatles’ top award was accidentally used as a doorstop for 30 years* (intrigued? See footnote below), but in a not-so-literal sense, awards can truly open many doors to a young PR professional.

Matt Juniper, winner of the CPRS Toronto Young Public Relations Professional of the Year Award in 2012, realized the impact of the recognition almost immediately.

“Receiving my ACE Award was an extremely rewarding experience,” Matt said. “To be honoured for my work in front of some of the most successful public relations practitioners in Toronto was a memorable and rewarding experience.”

In just a year, the award has made a difference to Matt’s career.

“The award has been not only an excellent addition to my resume, it’s given me stronger name recognition in the Toronto public relations industry. I’ve been invited to multiple conferences as a panelist, I’m frequently asked to contribute as a guest writer on public relations blogs and my colleagues in the industry have greater awareness of who I am. In an industry where networking is so crucial, this added name recognition has been invaluable.”

Matt encourages all PR professionals to consider nominating a young PR professional that they know for this award. “Not only will the award open doors for that individual, nominators will be helping pay tribute to younger professionals in the field. In an industry that moves and changes so quickly, young public relations professionals are a valuable asset and I believe it is important to recognize them.”

Tempted to apply and not sure what to include?

Matt thinks a diverse submission made him stand out, giving these tips:

  • A successful award submission shows balance between work and other experience, like volunteering
  • Highlight many areas of experience – Matt has been involved in corporate, political and not-for-profit communications campaigns through his volunteer work
  • Staying informed and involved in industry trends like social media, and other emerging communications trends

But that’s just Matt’s experience – the judges are looking for you to put your personal stamp on your submission.

The CPRS Toronto Leadership Awards recognizes individuals who have achieved excellence in their careers or made significant contributions to the field of public relations. In addition to the CPRS Toronto Young Public Relations Professional of the Year Award, there are also award categories for Public Relations Student of the Year Leadership Award, Public Relations Professional of the Year, Mentor of the Year and Volunteer of the Year.

More information is available on the CPRS Toronto Leadership Awards page.

The nominations deadline has been EXTENDED to Thursday, March 7, 2013. This is your last chance to nominate yourself or someone else.

The Leadership Awards will be presented at the ACE Awards Gala on Wednesday, April 24, 2013.

* The Beatles’ top gong, a prestigious Ivor Novello award, was given to them after Yellow Submarine sold 1.2 million copies. A woman found it in a derelict London office building in the early 1980s, took it home, and used it to prop open a door for three decades. The now-elderly woman apparently didn’t realize what she had found for 30 years, but found out and sold the award last year at auction.

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LEADERSHIP AWARD NOMINATIONS DEADLINE EXTENDED!
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What better way to set yourself apart at this year’s ACE Awards Gala than by winning an award?

The Leadership Awards nominations window has been extended for ONE more week! This is your chance to nominate yourself, or a deserving peer or colleague for one of these prestigious awards. Please submit your nominations to ace@cprstoronto.com by March 7, 2013.

Entry is free of charge. Winners will be announced and recognized at the ACE Awards Gala on April 24, 2013. Winning an award at the ACE Gala provides valuable recognition in front of a room of PR professionals, industry mavens and communications experts – better than a business card!

Categories include:

CPRS Toronto Public Relations Student of the Year – Recognizing a CPRS Toronto full or part-time student graduating this year who has a solid academic record and has demonstrated interest in professional development. Click here to read about what last year’s Student of the Year is doing now.

CPRS Toronto Young Public Relations Professional of the Year (Under 30 years of age) – Recognizing a public relations professional (under 30 years on March 23, 2013) who has been in the industry for less than three years (i.e., since March 23, 2010) who has made significant achievements in his or her career.

CPRS Toronto Public Relations Professional of the Year – Recognizing outstanding personal achievement within the public relations industry over their career, with particular focus on their successes over the past year (2012-2013).

CPRS Toronto Mentor of the Year Award – Recognizing a volunteer who has served as a mentor to public relations professionals or students in the year of 2012/2013.

CPRS Toronto Volunteer of the Year Award – Recognizing a volunteer within CPRS Toronto during the previous year (2012/2013) year.

Click here for more information about each category, and submission requirements.

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Stand out (!) with a CPRS Toronto Public Relations Student of the Year Leadership Award
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By Miranda Germani

It can be tough for students and new grads to stand out from the crowd when looking for that perfect first job. Everyone’s education and work experience tend to be similar, so winning an award can really make you shine.

One person who did just that is Robin Smith, winner of the CPRS Toronto Public Relations Student of the Year Leadership Award at the ACE Awards gala in 2012. Here’s how he used this opportunity to land a role with one of the top agencies in Canada.

“Winning the Student of the Year Leadership Award was a major stepping stone for me. I used my acceptance speech as a ‘pitch’ and advertised myself to the people most likely to make new hires. Before leaving the stage I had received my first business card, and by the end of the night I had met some very important people,” Robin says. This strategy worked, and as Robin went on to explain, “By following up on the contacts I made at the ACE Awards Gala I was able to secure a full-time position with one of the best agencies in Canada, starting my first job after graduating from Seneca College.”

Robin encourages anyone to apply, saying “I think a self-nomination is a great career building move. I knew going into the nomination that it would be a long shot, but the satisfaction and confidence that being recognized brought was a huge reward. If you’re not nominating yourself and you’re giving your colleague the nod, it is a big show of respect for that person. Taking the time to highlight the talents of one of your colleagues is a great way to show that they are appreciated and valued.”

Robin thinks his application stood out to the judges due to a shining reference, with solid volunteer experience sealing the deal.

“Receiving an ACE Award was amazing, totally fantastic. When I got the message from the President of CPRS Toronto it caught me so off guard that I just started laughing. Toronto is one of the most important cities for Canadian PR practitioners, with a large and active community, and being recognized by the group was a huge honour, especially considering how many PR students there are in post-grad programs across the city.”

If you think you or someone else should be recognized, now is your chance to nominate yourself or a deserving peer for the CPRS Toronto Public Relations Student of the Year Leadership Award. And there are no barriers to throwing your hat into the ring – entry is free!

In addition to the CPRS Toronto Public Relations Student of the Year Leadership Award there are also Award categories for Young Public Relations Professional of the Year, Public Relations Professional of the Year, Mentor of the Year and Volunteer of the Year.

More information is available on the CPRS Toronto Leadership Awards page. But hurry, the deadline is soon! Nominations must be submitted by February 24, 2013.

The Leadership Awards will be presented at the ACE Awards Gala on Wednesday, April 24, 2013.

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