Fake news, empowered audiences and declining trust: Canada's PR professionals plan 'elevation' of their profession

TORONTO, June 7, 2017 /CNW/ - After a national conference that gathered more than 300 Canadian public relations and communications professionals, the Canadian Public Relations Society today releases a white paper and a call-to-action for Canada's public relations professionals to weigh in on the future of PR and communications.

The paper, The elevation of public relations: A discussion paper on a profession's present – and its possible future, was written by Daniel Tisch, APR, FCPRS in collaboration with senior public relations professionals from across the country. It 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.

"Public relations is in a period of rapid growth and change, driven by the empowerment of the public through the social web and the rising business value of reputation as an intangible asset," said Daniel Tisch. "In an era of endless content, fake news and a loss of trust, there are both big risks and vast opportunities for professional, ethical public relations. That is what this paper is all about."

From a renewed focus on data and analytics to becoming better listeners and managing an explosion of content, the white paper explores what Canada's public relations professionals need to do to help build relationships, support their organizations and address the integration of marketing and public relations.

“CPRS members and public relations professionals overall feel the incredible pace at which the industry is changing,” said National President Sarah Hanel, APR. “This white paper gives us all an opportunity to discuss these changes to ensure CPRS is positioned to support public relations professionals with services and programs that meet their needs today and well into the future.”

The CPRS will use the white paper and results from an online survey to develop a new strategic framework to be released in Fall 2017.

About CPRS 
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.

About the Author

Daniel Tisch, APR, FCPRS is the President and CEO for Argyle Public Relationships, one of Canada's largest independent PR firms, and was the 2011-2013 chair of the Global Alliance for Public Relations and Communication Management. Tisch worked at senior levels in the Canadian government before embarking on a 20-year consulting career in which he has advised CEOs, boards, government leaders and some of the world's biggest brands. Tisch has an MBA from Queen's University and is Vice-Chair of the University's Board of Trustees. He received the Philip A. Novikoff Award for career achievement from the Canadian Public Relations Society in 2016.

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, kdalton@cprs.ca

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