TORONTO, May 28, 2018 /CNW/ - Amidst the global discussion on ethics in public relations, the Canadian Public Relations Society (CPRS) today released a strategic framework that redefines the organization's vision as Canada's premier Public Relations association whose members are recognized as champions for ethical, strategic public relations and communications management.
"Public relations in 2018 requires an unwavering commitment to ethics, professional standards and delivering measurable value to the organizations we serve," said National President Dana Dean, APR, FCPRS. "The CPRS is committed to providing our members with professional development and the support required to meet today's challenges as champions of strategic public relations and communications management at every stage of their careers."
The framework, developed after a year of consultation with hundreds of public relations professionals across the country, includes a new vision and mission and focusses on four strategic goals for the CPRS:
Community - A CPRS member is part of a national community with full access to services and benefits regardless of where they live.
Collaboration - CPRS members have direct access to share knowledge with colleagues and professionals, opportunities to engage with thought leaders and discuss trends in the industry.
Careers - CPRS members are supported at every stage of their career.
Conscience - CPRS members are seen as ethical professionals who adhere to and uphold a code of standards.
The process began in May 2017 with the release of a white paper, The elevation of public relations: A discussion paper on a profession's present – and its possible future, written by Daniel Tisch, APR, FCPRS, President and CEO of Argyle Public Relationships, in collaboration with senior public relations professionals from across the country. The paper examines the 'megatrends' prevalent in public relations today and discusses the role public relations can play in helping organizations build better relationships with consumers, audiences and stakeholders.
Consultations on the white paper included a workshop with 300 public relations professionals and an online survey that received 205 responses. That feedback was used to develop a draft strategic framework that was released in January 2018 and received input (via a second survey) from 500 respondents.
"The results of the survey were absolutely definitive," added Dean. "CPRS members and non-members alike are seeking champions for ethical public relations and want professional development that helps them address current trends facing the profession, not just in Canada but around the world."
The work was conducted by the Future of CPRS Committee, which was led by Colleen Killingsworth, MCM, APR, FCPRS and Kim Blanchette, APR FCPRS and included senior public relations professionals from across Canada.
Founded in 1948, the Canadian Public Relations Society (CPRS) is a not-for-profit organization whose members are engaged in the practice, management or teaching of public relations. Members work to maintain the highest standards and to share a uniquely Canadian experience in public relations. CPRS is a federation of more than 2,500 members across 14 Member Societies based in major cities or organized province-wide. For more information, visit our website: cprs.ca.
SOURCE Canadian Public Relations Society
For further information: Media Contact : Karen Dalton, APR, FCPRS(H), CAE, Executive Director, Canadian Public Relations Society, 416-239-7034, [email protected]