CPRS Nova Scotia is a chapter of the Canadian Public Relations Society, a non-profit professional society for the public relations profession in Canada. Our members belong to a network of communications leaders working in public relations and communications management. By joining, you’re committing to the highest level of professional standards and advocating for the ethical practice of public relations in all forms. With online learning, professional designations and in-person and virtual events, CPRS can help you take your career to the next level. If you have questions about membership, please contact us CPRSnovascotia@gmail.com
Our members have a diverse range of experiences. To help you get to know your fellow members, we are pleased to share their views with you.
If you would like to be featured, please email CPRSnovascotia@gmail.com and we will provide you with the simple questionnaire and framework to complete.
Member Profile 2024
I became a PR and Communications professional because I saw the opportunity to use my love of words and my integrative thinking superpower to help others find their voice.
I joined CPRS because it offers opportunities to meet and learn from both peers and future generations of Communications leaders across the country. The more perspectives I gather, the more effective I am.
PR’s role is to help leaders make our workplaces and communities and society better than we found it. We have a great responsibility to ensure that the words that we use have substance and are backed by action. That’s the power of the pen we hold. And our pens should move only after we have influenced decisions around appropriate actions and only after we understand the actions that have been taken to move organizations and communities and societies forward.
The future of PR inside organizations is to influence and articulate strategies and actions that are true to the values and missions of the organizations we represent. We are in the privileged position of getting our hands into every part of the business and that means we have the insights that can help leaders untangle their thoughts and unstick organizations. Externally, we have a responsibility to be good digital citizens, directly addressing disinformation and misinformation, and helping to hold institutional and government leaders accountable. With the alarmingly rapid decline in regional journalism, smaller communities, like Nova Scotia, need someone to fill the gap left by gutted newsrooms – perhaps there is an evolved role for tomorrow’s PR and Communications Management leaders.
I became a PR and Communications professional because…I really enjoy communications, being creative, and telling stories. As a writer and a people-person it felt like a great fit. I love helping businesses and organizations tell their stories and elevate their brand recognition.
I joined CPRS because…I wanted to be more connected to the community here in Nova Scotia and make new connections in the industry. I also joined because I wanted to provide my perspective as an entrepreneur in the field and a recent graduate student.
PR’s role is to…craft and control compelling narratives for our clients. Telling the right story, the right way at the right time.
The future of PR is to…be able to consistently adapt to the ever-changing landscape of PR and communications. Be early adopters of AI and any new tools that come along. The PR practitioners that remain flexible and adopt a life-long learning approach will have an advantage.
The greatest challenge facing PR and Communications professionals today is…I think there are a few, the scope of our roles constantly changes and demands more technical skills, the prevalence of fake news and distrust of traditional sources of media and information, cancel culture and the risk of making one wrong step that a brand might not recover from.
Member Profiles 2023
I became a PR and Communications professional because: I am passionate about communication and I enjoy building and maintaining relationships between organizations and their stakeholders. PR allows me to use my creative and strategic thinking skills to influence perceptions, shape opinions and build reputation. It also offers opportunities for continuous learning and professional growth in a constantly changing media landscape. By combining my love for communication and my desire to make a positive impact, I can make meaningful contributions to the organization I represent by telling their story and building trust with their audience.
I joined CPRS because: I am passionate about the field of public relations. CPRS provides a platform for PR professionals to network, learn, and grow in their careers through various events, workshops, and webinars. Also, being a member of CPRS demonstrates commitment to ethical and professional PR practices, essential in building trust with stakeholders. By joining CPRS, I have access to valuable resources and a community of PR professionals who are dedicated to advancing the PR industry.
PR’s role is to: build and maintain a positive image and reputation, which is essential for success in today’s competitive marketplace. PR helps companies communicate effectively with their target audiences, build relationships with stakeholders, and enhance their credibility. It also helps to manage perceptions and control the narrative around the company, which is particularly important in times of crisis. PR also allows organizations to reach and influence target audiences in a cost-effective manner, which can be more impactful than traditional advertising.
The relationship between Marketing and PR is: Marketing and Public Relations (PR) are two peas in a pod, intertwined and working toward a common goal – building brand awareness and reputation. While marketing focuses on promoting and selling a product, PR focuses on building and maintaining a positive image for the company. The two complement each other, with marketing creating buzz and PR managing the conversation around it. A successful PR campaign can create organic exposure and add credibility to marketing efforts, while a well-executed marketing strategy can provide valuable content for PR to share with media and stakeholders. Together, they paint a complete picture of the brand, creating a strong and consistent message that resonates with audiences. It’s a beautiful partnership, where both marketing and PR work hand-in-hand to create a brand that shines outstands.
I became a PR and Communications professional because: I was hired by Mount Saint Vincent University for a media relations role. Prior to that I worked as a magazine journalist. While at MSVU, I became familiar with the BPR program and faculty. I learned that PR is about much more than writing a press release or putting a spin on a story – that the practice is rigorous, exciting and strategic. I decided to pursue my PR accreditation as a way of confirming my commitment to the profession.
I joined CPRS because: I wanted to meet others in my profession, have access to professional development opportunities, and ultimately, achieve my accreditation.
PR’s role is to: I look to the CPRS definition as an excellent guidepost for practitioners: “Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest.” I believe that the practice, when conducted with skill and dedication to these principals, is rigorous and strategic; that it is about building relationships through integrity, trust and mutual respect.
The challenge that CEOs face that can be addressed by PR is: Companies need to differentiate themselves to be competitive and to stand out from the rest. In today’s world, the public also holds companies to high standards for ethics and social responsibility. The CEO is the face of the organization, and PR can help the CEO project an image consistent with the company’s brand – while at the same time helping her/him to execute his vision for the company. In times of crisis, PR counsel can help shape the company’s response (generally through the CEO as spokesperson) in a way that is credible, truthful and timely.
The relationship between Marketing and PR is: PR focuses on creating a positive image for an organization, while marketing is focused on selling products and service. The two can and should be complementary and work collaboratively – but they are two different functions. “Integrated marketing” is a function that integrates various marketing/communications functions across an organization, but the role of PR remains distinct in that it is a strategic function that focuses on relationship-building with stakeholders.
I became a PR and Communications professional because: I thrive on storytelling, in all its forms.
I joined CPRS because: I wanted to connect with other practitioners locally and nationally.
PR’s role is: to inform, educate, inspire and sometimes, mobilize.
On the future of PR: The greatest challenge facing PR and Communications professionals today is finding new ways to get through the noise and misinformation to reach the target audience. The good news is there are more options than ever to help organizations get their message across. However, there’s also an incredible amount of fake news and negativity out there. People are also busier than ever and attention spans keep getting shorter and shorter. It takes knowledge, skill, and creativity to help an organization get noticed and be heard. A healthy dose of patience and flexibility also helps. If a particular strategy isn’t working, it’s time to switch things up and try another approach, even though that’s not always easy.
I became a PR and Communications professional because I love writing, public speaking, business and working with people and teams in a fast-paced environment.
I joined CPRS because I want to be a part of my profession’s leading professional national organization, to stay connected with my PR peers and build new relationships in the industry, to learn and grow professionally throughout all the stages of my career, and to volunteer by giving back to the profession with my time and experience.
PR’s role is to manage the flow of information between an organization and the public, while managing the image and public perception of a business or organization from within. The role requires engaging the media, customers, clients and stakeholders on important issues that can affect an organization’s reputation. All roles in public relations focus on creating and implementing a strategic communication process to develop and nurture lasting relationships with the organization’s audiences using a wide range of information distribution channels.
Pursuing professional accreditation like Accreditation in Public Relations (APR) is important because it gives you a chance to evaluate your expertise and adjust your goals as a professional while building relationships with practitioners who can mentor and provide you with direction on how to further your expertise. A widely recognized and valued designation in the public relations industry, it communicates professional expertise, plus personal and professional dedication and values. The credential certifies your drive, professionalism, and principles, and positions you as a leader and mentor in the field. After 8 years in public relations and marketing communications, I pursed accreditation. It was a challenging and rewarding experience that I am glad I undertook. I am proud to have APR listed after my name and I encourage all public relations practitioners, at any stage of their professional career, to contact me to learn more about the accreditation process. As CPRS Nova Scotia’s Accreditation Chair, I would be delighted to provide support and guidance throughout your APR journey. I can speak from experience that it is manageable to achieve with your work and life commitments. I encourage you to take the leap in 2023 – you won’t regret it!
January 2023
I joined CPRS because: I think it’s important to support and learn from each other within the public relations industry and to uphold the highest ethical standards of the profession.
PR’s role is: (in the simplest of terms) to build positive relationships between an organization and its publics.
Contrary to popular belief, a public relations professional isn’t just a strong writer who builds solid relationships with the media. A public relations role can also involve event planning, community engagement, issues management, government relations, social media management, market research, government relations, and more. In fact, it’s possible for two public relations roles to look very different from one another, but a strong foundation is always honesty, the ability to think on your feet and a strategic mind.
While the public relations arm of an organization may own or lead the execution of PR strategy in some of the aforementioned areas, it also exists as a support function for senior management and other departments, advising them on how to best communicate to and engage audiences on their own projects and initiatives.
The role of data in PR is: to evaluate the work that has been done and serve as a benchmark and guide for the work that is to come. Too often, organizations make reactionary decisions based on assumptions rather than hard data. To achieve the highest level of success, data should guide every decision, from the strategic plan to the resulting departmental plans and individual projects and tactics.
January 2023
I joined CPRS because: I wanted to learn more from experienced professionals in the industry while completing my formal education in PR, as well as have an opportunity to give back to the industry since I’m gaining so much from it as a student.
PR’s role is to: serve as a conduit between an organization and the public, having the ability to shape understanding, perceptions, and relationships through effective communications. PR’s role requires honesty, transparency, and integrity to be able to share messages and information responsibly and purposefully in a way that meets the needs of both the organization and the audiences they communicate with.
The role of data in PR is: to serve as the foundation for a message in a way that adds context and legitimacy for what’s being communicated. Including data in PR makes the message stronger. Having data available for use in a PR capacity provides an opportunity to breathe life into information that can be more easily understood, meaningful and memorable once a PR professional gets their hands on it. Data is also important in PR from an evaluation perspective. Gathering data on PR activities helps understand how different tactics perform and are perceived by the public. It helps show what is working and what needs to be improved. Data in PR also explains a situation at a given moment in time, serving as a benchmark that can be looked back on when mapping trends over time, as well as for setting future targets. PR professionals with a good grasp on data have a leg up in that they can effectively reach audiences with different levels of data aptitude: those who need a message to be grounded in fact and proof, as well as those who aren’t familiar with data and need it translated into something more palatable.
January 2023