My favourite part of the new year, once we’re past resolutions made, kept or forgotten, is award season. As a long-time movie watcher, I have loved the simultaneous scheduling of the Academy Awards and the PR industry awards in Canada.
One of my favourite things about 2020 – despite everything the year brought – was that PR stepped into the light in a way that’s different than ever before. Genuine – dare I say – authentic communications shone through, pushing tired, superficial lip service marketing to the curb.
With the whole world stuck at home – watching, reading, doomscrolling – brands were quickly and definitely sorted into keep and toss piles.
PR rose to the occasion in shaping how brands adapted to the global pandemic. As a returning award show judge, I can’t wait to read these stories of resilience from the rollercoaster year that was 2020. What I’ve had the fortune to witness over the years is a testament to the high quality of talent in the Canadian communications industry. Over just the past three years, I’ve seen PR go from traditional media relations to winning accolades for documentary production, changing the way we donate, buy local and rally the public around causes that matter. PR has also soared past other avenues as the most effective way to preserve brand trust and loyalty.
This rapid evolution of integrated communications – with brilliant storytelling always at its core – is testament to the growing level of trust in communications among senior marketers and C-suite leaders.
The conversations we have had with clients and prospects in the past year alone about the role of integrated communications foreshadow an exciting road ahead for our industry. We’re seated in a prime spot at the table, and it’s only going to get better from here on out.
Rohini Mukherji is a VP, Integrated Communications at APEX Public Relations. She is also the Marketing Chair of the CPRS Foundation.