CPRS Toronto Events

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Content marketing x public relations workshop
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April 23, 2021 – Content marketing x public relations workshop

According to HubSpot, 70 per cent of marketers are actively investing in content marketing. In this session, we will explore how and why public relations practitioners should include content marketing in their strategy.

What you will learn:

  • Lessons learned from the past year and how to reach Canadians today
  • How to choose between owned, earned, paid and shared channels
  • What content marketing is and how to integrate it into your strategy
  • Best practices for creating and distributing content on channels like Pinterest and Instagram
  • How to measure success using Media Rating Points (MRP) and digital analytics tools

Presenters:

Victoria Procunier, VP Sales & Marketing, Fifth Story

Victoria joined Fifth Story in 2007, taking on increased responsibility and positions of leadership through the organization’s evolution into digital advertising and content.

Working collaboratively with clients across all industries (federal government, major brands, non-profits, associations), Victoria has planned and implemented highly successful multimedia regional, national and international marketing programs.

Niharika Mohanty, Account Director, Digital Strategy at Fifth Story

Niharika has 10 years of experience in marketing communications and client relationship management. She has worked in a diverse range of industries including home goods, technology, financial services, fintech, aviation, real estate and more. She joined the Fifth Story team in May 2020 as Account Director. From developing marcom strategies to overseeing successful campaign executions as an effective client liaison, Niharika excels at ensuring smooth production of brand campaigns.

Jenny Cruxton, Director of Measurement and Analysis, Fifth Story /MRP & Director of Membership, CPRS Toronto

Prior to joining Fifth Story, MRP™ in 2010, Jenny worked for FPinfomart.ca as Sr. Corporate Trainer, Cision in Sales & Marketing and Hill & Knowlton as Information Co-ordinator. She brings over 20 years of experience in PR, media monitoring/analysis and more recently social media. Jenny is a graduate of Durham College, Journalism; F.I.S University of Toronto, Information Professional as an Educator; and earned a certificate in Competitive Intelligence, Market Analysis and Benchmarking, Schulich School of Business, York University

About Fifth Story, a News Canada company: A Toronto-based content marketing agency that specializes in bringing brand stories to life across multiple channels and platforms. In business for almost 40 years, Fifth Story is the original content marketing agency delivering innovative content marketing solutions that appeal to clients’ target markets.

Date: Friday, April 23, 2021

Location: Zoom

Time: Noon

Cost:
Members: $20 + HST
Student Members: $15 + HST
Non-members: $30 + HST

REGISTER HERE>>>

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How to write better branded content
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Written by Diane Begin, CPRS Toronto Co-president

“I would advise anyone who aspires to a writing career that he or she would be wise to develop a thick hide.” Harper Lee

Articles are a powerful tool in public relations for creating user-specific content, encouraging buzz and helping to manage the message.

That’s why author and journalist Jane Stokes offered tips at a recent Toronto Canadian Public Relations Society event, to make your branded editorial even stronger.

The approach seeks to match reporter tone through six characteristics:

  1. Cares that readers will trust the information
  2. Cares that readers receive solutions
  3. Remains neutral with the whole conversation; no persuading
  4. Interviews authorities to get opinions
  5. Does not care if audiences take any action
  6. Wants the audience to return

Ultimately, this is accomplished through the acronym Stokes refers to as “T.H.E.”

  • Build TRUST (Is every last word…Impartial? No selling, no cheerleading. Reliable? Sources given. Comfortable? Upbeat, welcoming, not preachy.)
  • Be HELPFUL (Does my wording…Promise solutions? Get straight to the point? Minimal small talk. Make the reader feel satisfied?)
  • Directly ENGAGE (Do all my words…Create a positive/helpful mood? Stimulate thought? Speak directly to the audience? Show empathy? Vary sentence structure, like posing a questions?)

Stokes offered the following headline with T.H.E. at work, to make it stronger.

Before
Top things Canadians love about travel reward programs

After
How to multiply the rewards of travelling

She also offered the following tips for headlines, leads and branding.

HEADLINE TIPS

  • Use the ‘reporter’ voice
  • No unnecessary words
  • Identify the topic exactly
  • Begin your headline with a present-tense verb

LEAD TIPS

  • Don’t repeat the headline
  • Hook the audience
  • Use the ‘reporter’ voice
  • Ask a question
  • Use quick, short sentences
  • No small talk
  • Never begin with boring word “Whether…”

BRANDING TIPS

  • Less is more: 1 brand mention is powerful; 2 exact name mentions are risky; 3 repeats of the brand name are a waste of time (a branded URL is also a brand mention)
  • Quoting an authority allows opinion in the article – a natural path to branding. Quotes give articles a credible Two-Voice quality:
    1. The Reporter Voice: Delivers the topic; guides the article
    2. The Authority Voice: Gives tips (quoted, or tip-list) based on expertise; delivers the branded information
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2016 CPRS ACE Award PR Campaign of the Year: Edelman for Ontario Association of Optometrists
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2016 CPRS ACE Award Creative Campaign of the Year: Narrative PR for Scotiabank
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2016 CPRS ACE Award Best in Show Contender: APEX PR for Polysporin
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2016 CPRS ACE Award Best in Show Contender: Narrative PR for Bacardi
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2016 CPRS ACE Award Best in Show Contender: APEX PR for Walmart Canada
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2016 CPRS ACE Award Best in Show Contender: Veritas for Stella Artois
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Speed Networking – A look inside PR 360
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On April 7, the CPRS Toronto Student Steering Committee (SSC) hosted their last event of the 2015/2016 school year, which took place at the Chelsea Hotel in downtown Toronto. A total of 72 public relations students from across the GTA attended the event, which allows small groups of students to intimately sit with professionals from a variety of public relations sectors.

Of course, the hot topic of the night for students was internships. They sought out advice on how to be exceptional during the internship hiring season and how to better their chances at landing their dream job.  In additional to these useful tips, the participating professionals shared additional industry insights.

At the Finance table, Laurrell Mohammed, Corporate and Public Affairs Manager at TD Bank Group, stressed the importance of being able to “sell yourself” in an interview. David Rowney, Senior Manager of Canadian Banking Communications at Scotiabank, added that volunteering for your choice company is a good place to start.

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Mike Van Soelen, Senior Principal from Navigator Ltd., seated at the Crisis Communications table, defined the process of building media relationships as “tricky” and explaining the importance of developing thick skin. While Vice President of NATIONAL PR, Jeff Roman, and NATIONAL PR Associate, Laura Poplak, advised that students should consider how to help the media you’re working with, and to offer them your support.

In the Government session Keerthana Kamalavasan, Senior Communications Advisor for the Office of the Mayor, recommended letting your coworkers know which projects you’re especially interested in and making yourself invaluable. Brendan Agnew-Iler, Account Director from Argyle Public Relationships, gave the students wise words to ponder whilst pursuing a career in PR: “If you’re not failing sometimes, you’re not trying hard enough.”

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From left to right: Lauren Poplak, Brian Rosevear, Linda Andross, Tracy Ford, Dan Young, Jeff Roman, Mike Van Soelen, David Rowney, Laurrell Mohammed, Abby Albino, Brendan Agnew-Iler, Christine Faulhaber, Jeanette Jones, Sandra Gregory, Debra Goldblatt-Sadowski, Jennifer Wasley, Samantha Taus, Ogho Ikhalo and Keerthana Kamalavasan

 The event showcased the range of positions in which public relations students could find themselves in their future. Other sectors included in the event were Consumer/Corporate, Global/Mid-size Agency, Non-Profit, Sports, Entertainment and Hospitality. Following the table discussions, attendees were free to mingle, network and try to glean final bits of crucial advice.

Not only was the night a fantastic chance to meet professionals, but it also provided a great opportunity to connect with other PR students entering the field. The SSC will be back in September for another great year of student-focused events.

It is a wonderful time to be in public relations and good luck to all the students this year heading into the industry!

—

Elyse Carney is a representative on the SSC currently attending Durham College.

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Passport to PR’s Shaw Media, Paradigm PR and FleishmanHillard Sessions
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Group A visits the Shaw Media, Paradigm PR and FleishmanHillard offices

Battling spring showers and Toronto traffic, we arrived unscathed and (fairly) dry at one of Toronto’s communications hot spots – Bloor Street. We were set to meet and explore three diverse and equally awesome communications and PR organizations: Shaw Media, Paradigm PR and FleishmanHillard.

We heard it all from the Shaw Media crew

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First up on the list, Shaw Media. Right from the start the team had our group laughing and well caffeinated. We learned that a day in the life of a Shaw Media communicator is always varied. From organizing media tours for Chopped Canada’s Brad Smith to establishing their talent as subject matter experts to sending Supergirl capes across the country, Shaw Media communicators are constantly on the move. The team also gave some great advice for any PR and communications student looking for their first internship.

“Be resourceful and people will remember you.” – Jacqui, Senior Publicist for Global

“Volunteer inside of your organization to meet new people and expand your professional network.” – April, Publicity Coordinator for Food Network Canada

As for the golden rule of media relations, Greg, Associate Publicist, told students to be “100 per cent reliable, 100 per cent of the time.”

Paradigm PR gives us a glimpse into agency life

Next up on our route, Paradigm PR, a creative consumer PR agency. After introductions and Timbits we saw a number of client case studies. A favourite was definitely the media relations for Toy “R” Us’ ‘Chief Play Officer’ (every child’s dream job).

Johnathon, an intern turned account coordinator, went on to describe the variety of accounts he gets to work on, and the challenges he faced when transitioning from school to work. Anticipating what’s next in agency life can be difficult, as you’re moving top speed (almost) all the time. He credits attention to detail and meeting last minute requests as a sure way to build great relationships inside and outside your agency.

The Paradigm PR team also stressed the importance of company culture fit. Do your research, ask for informational interviews and find out as much as you can about the dynamic, clients and day-to-day rhythm of the agency. When you know the company culture you’ll know if it’s the right place for you to thrive.

Johnathon’s parting words of wisdom, “Be hungry.”

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FleishmanHillard introduces us to the diversity of PR

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FleishmanHillard greeted the group with a number of faces from across different practices and various levels. From associate consultant to senior partner, the presentation was full of interesting insight into FleishmanHillard and the communications industry itself. The unanimous decision from the FleishmanHillard team, agency is the right place to “earn your chops”, build your professional network and gain exposure to many different elements of the industry.

We saw sizzle reels from consumer brands such as Uncle Ben’s Beginners, which leveraged influencer Logan Guleff (MasterChef Junior winner) to get more kids in the kitchen. We also learned about their work with Bayer, a healthcare company, for a completely different take on communications. The campaign was creative in building community around “Hemophilia Champions.” Without direct mention of the brand in any of the communications, it was all about relationship building between stakeholders.

One of the best pieces of advice we learned from FleishmanHillard: take a shot; initiative goes a long way.

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Until next year

Passport to PR was an amazing introduction into the very busy lives of PR and communications professionals. The candid conversations, exposures to real client work and bits of wisdoms from so many talented professionals were extremely valuable. If you get the chance to join a CPRS Passport to PR group, don’t hesitate. It’s a learning experience that you cannot find in any classroom at school.

To see more photos of the event and other locations click here: http://on.fb.me/1YRX3Pa 

—

Written by Sarah Rogers, Centennial (Story Arts Centre) PR Post-Graduate Certificate Program student and representative on the Student Steering Committee

 

 

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