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David Gordon Appointed Chair of CCPRF

TORONTO, February 14, 2013 – The board and members of the Canadian Council of Public Relations Firms (CCPRF) are pleased to announce the appointment of David Gordon as Chair of the organization effective January 2013.

Mr. Gordon is the Managing Partner of Cohn & Wolfe | Toronto, having joined the agency in 1999.  The recipient of a number of industry awards for communication excellence, Mr. Gordon also has a background in public policy and political strategy and holds both an MA and MBA.  Mr. Gordon serves on the Boards of a number of non-profit organizations.

“With the explosive growth in new communication channels, executives and marketers are often challenged to identify the right solution to their communication challenge, be it reputation management, employee communication or product marketing.  CCPRF member firms bring both local experience and global resources to their clients, providing valuable insights to help them make the right decisions,” said Mr. Gordon.  “I look forward to working with my CCPRF colleagues to ensure the value of public relations as a strategic business tool, is both nurtured and recognized at the highest levels of Canadian business.”

Mr. Gordon succeeds Carol Levine APR, Fellow CPRS, Managing Partner of energi public relations, who has held the position for the past three years.


The Canadian Council of Public Relations Firms, the only trade organization for public relations in Canada, represents close to 25 multinational and independently owned consultancies with the majority of their revenue generated from the business of public relations.  The goal of the Council is to promote the professionalism and development of public relations consulting and provide thought leadership in areas that influence industry growth.

For more information visit

What CEOs Can Learn From Best Buy, Unexpected Ways to Engage, Facebook Combats False Likes and Much More! – Now Trending @SO_pr, September 4 2012

Here’s what’s trending this week for all of us at Strategic Objectives – a Toronto PR Firm specializing in public relations, crisis communications, and social PR:


What every CEO can learn from Best Buy’s (Continued) Branding Mistakes

For the past 18 months, Best Buy’s U.S. Marketing Team has been working tirelessly to reframe their brand proposition and this is the new tagline they came up with: “Making technology work for you.” In this case study, David Brier addresses the problem with Best Buy’s branding efforts. Not only is the slogan boring, worn and uninspiring, it’s a “death sentence”.  Looking at more successful brands like Apple, Nike, and Dyson, it is what they stand for and what they are passionately opposed to that sets them apart. Nike stands for athletic achievement and is opposed to laziness. Apple stands for adaptable technology and opposes those that constrain. Until Best Buy can identify what it is that they stand for and oppose, their brand will remain in the background. Read more about it here.

Unexpected ways to impress consumers and boost PR

While following a PR blueprint can lead to success, it’s important to remember that competition is high: other brands are working for consumer attention too. To stand out, brands should consider engaging with consumers in unexpected ways: engage in unexpected places, use products in unexpected ways and do unexpected good. Read more on how brands are leaving their marks by doing the unexpected here.

Facebook improving site integrity systems to combat false Likes

Facebook updated its site integrity system today in an effort to eliminate fake Likes. A recent report announced that approximately 83 million Facebook accounts are fake, while a startup company revealed that many Facebook Ad clicks came from bots.  To benefit users and brands alike, Facebook implemented a system that is able to detect and remove Likes obtained by malware, compromised accounts, deceived users or purchased mass Likes. Read more about these improvements here >


18 Facebook Users You Should Subscribe To

How to Make a Call to Action More Effective

The 5 Worst Media Disasters in August

Chaz Ortiz on Branding with Social Media

Twitter Launches Certified Products Program

Editor Share Important Dos and Don’ts of Pitching

Pros and Cons of Prescheduled Tweets

Career Lessons From the Forbes 100 Most Powerful Women Rankings

SMM Strategy: Inbound Marketing Vs. Traditional Marketing

How 4 Small Businesses are Winning on Pinterest

Instagram for PR: 4 Overlooked Ways to Use the App

PR STORY OF THE WEEK: “Romney Delivers, While #eastwooding Goes Viral’

On the final night of the Republican National Convention, surprise guest and actor Clint Eastwood took the stage to support Team Romney. While it was supposed to be Romney’s night, all eyes were glued to Clint’s unscripted and uncomfortable performance, where he pretended to have surreal  conversations with an empty chair meant to be US President Barack Obama. The Twitter-sphere went haywire with thousands of new tweets each minute. The hashtag#eastwooding was used as people shared photos of themselves pointing to an empty chair. A new Twitter account called @InvisibleObama acquired 50,000 followers within 30 minutes after the speech was over. Even President Obama tweeted “This seat’s taken” along with a photo of himself seated in a chair. The Romney campaign sent out a release to diffuse the issue saying that it wasn’t an official speech, but rather a break from them.

The meme #eastwooding has brought citizens together by way of political satire. Although it will most likely die off by the end of this week, here’s a sample of #eastwooding at its best!

Read more about this “Clintastrophe” here.


After a long work week, it’s nice to be able to catch up on some sleep. These people must have been working REALLY hard!

Happy Canada Day from Cohn & Wolfe!

CCPRF Set To Release Survey Findings On The Dynamics Of Influence On Shopping Behavior

The Canadian Council of Public Relations Firms (CCPRF) is set to release findings from its new study, entitled The Impact of Influence.

“The study delves into the dynamics of influence on Canadians’ shopping habits, examining media influences, ‘circles of trust’, the impact of social media and citizen journalism on our buying process,” said Carol Levine, chairman of the CCPRF. “What we discovered is that equation of influence is a much more complex force than people may expect.”

The CCPRF commissioned the study by Angus Reid/Vision Critical earlier this year.  The survey polled 1,014 respondents from across the country and delved into the hierarchy of influences that pave the path to purchase for today’s consumers.

The survey asked questions that highlight how consumers find and process information that ultimately lead them to make purchases.  It delved into the “trust” factor that consumers assign to various media and other sources of information, attempting to rank “credibility” and its influence within the path to purchase cycle. The survey also looked at generational differences and the influences of and by early adopters on purchase behavior.

The findings from The Impact of Influence are expected to be released in the next few weeks.

Second Annual CCPRF PR Agency Boot Camp January 20, 2012 – Registration Now Open!

Make sure you get registered for the 2012 CCPRF PR Agency Boot Camp, as this event is sure to sell out quickly! Registration is now open, and an Early Bird rate is available until December 1! To register and view all the details of the event, including the preliminary agenda and breakout sessions, click here. Don’t delay registration, or you may be disappointed!

PR Agency Boot Camp is hosted by Canada’s top PR agency owners and CEOs. Designed for intermediate to senior-level practitioners, it is a jam-packed day of learning from the best!

Take advantage of $50 off if you register before December 1, 2011.
Rates after December 1 are: $495 for CCPRF members, $595 for non-members and $395 for agencies sending 3 or more people.
To register now, click here.

The Bram & Bluma Appel Salon
Toronto Reference Library
789 Yonge Street (1 street north of Bloor)
2nd floor Toronto, ON M4W 2G8

We have made arrangements for a special hotel room rate for Boot Camp attendees. Rooms are available at The Toronto Marriott Bloor Yorkville Hotel which is located three blocks from the Salon.

The Toronto Marriott Bloor Yorkville Hotel
90 Bloor Street East
Toronto, ON M4W 1A7

Single or double rooms: $169 plus taxes
Triples: $189 plus taxes
Quad: $209 plus taxes

The rate applies to rooms booked for Thursday, January 19 and Friday, January 20, 2012. Reservations must be made by Tuesday, December 20, 2011.

To reserve by phone: Call 1-800-859-7180 or 416-961-8000 and identify yourself as being with the Canadian Council of Public Relations Firms group.
To reserve online: click here.

A special thank you to our partners confirmed so far for their support of our PR Agency Boot Camp:

As of December 20, 2011

8 – 8:30 a.m. Registration/Breakfast
8:30 – 9:15 a.m.
Client Panel
The Impact of Influence

Moderator: Susan Reisler, Vice-President, Media Profile
Panel Members: Lubor Keliar, Director of Communications, Red Bull Canada; Andrew Pelletier, Vice-President of Corporate Affairs & Sustainability, Walmart Canada Corp.; Krista Scaldwell, Vice-President Government Relations, Communications and External Affairs, Johnson & Johnson Inc.

9:30 – 10:30 a.m.
Concurrent Sessions
1A. Client Relationships: It’s All About Love
Speaker: François Taschereau, Executive Vice-President, Weber Shandwick Canada & General Manager, Montreal

Speaker: Barry Snetsinger, Owner, Barry Inc.
10:45 – 11:45 a.m. Creativity: Big Ideas That Will Knock Your Socks Off!
Speaker: Marilyn Barefoot, President, Barefoot Brainstorming
noon – 1:30 p.m. Lunch and Keynote Presentation
UnMarketing: Stop Marketing. Start Engaging.
Scott Stratten, President, Un-Marketing
1:45 – 2:45 p.m.
Concurrent Sessions
2A. The Science of Motivation
Speaker: Louisa Jewell, President, Positive Matters2B. The Media Steeplechase: The art of the “tough talk” Interview
Speaker: Ken Evans, Senior Vice-President, APEX
3 – 4 p.m.
Concurrent Sessions
3A. Demystifying Social Media Measurement
Speaker: Boyd Neil, Senior Vice-President, National Practice Leader, Social Media & Digital Communications, Hill & Knowlton Strategies

Speaker: Dan Tisch, President, Argyle Communications