“Congratulations to our Areté Award winners and a special thank you to everyone who participated in this year’s program,” said Jill Rutherford, co-chair of the Alberta Areté Awards. “The Areté Awards recognize outstanding accomplishments from our fellow communicators within the CPRS community and highlight the great work being done in the Alberta public relations profession.”

The awards for Ms. Bégin, Ms. Braun and Ms. Komanchuk were awarded at CPRS Edmonton’s annual general meeting on May 19, 2011. Mr. McAsey received his award last night at the annual general meeting for CPRS Calgary in front of some of the city’s top PR professionals.  

“David’s four decades of service to the PR profession, including many years with CPRS Calgary, have not gone unnoticed,” said Judi Gunter, APR, FCPRS, L.M., senior counsel to the CPRS Calgary board. “I’m proud to call David a colleague, and more importantly, a friend; one who has provided me with advice and help when it was needed the most."

Mike Lupien, president of CPRS Edmonton, echoed similar respect and admiration for Ms. Bégin’s work in the Edmonton chapter: “In her years of service to the society, Diane’s thoughtful advice and leadership to advance the PR profession has made her a valued member of CPRS Edmonton. We believe the best of Diane is yet to come.”

The Alberta Areté Awards, sponsored by CNW Group, celebrate excellence in public relations and communications in Alberta. In 2011, the awards program entered its fifth year.

1 Accredited in Public Relations
2 Fellow of the Canadian Public Relations Society (Honourary)
3 Life Member of the Canadian Public Relations Society

“The value of these awards comes from the nature of the judging process,” said Martin Waxman, President, CPRS Toronto. “The ACE Awards are judged by experienced professional communicators. Being scored by industry peers adds a level of credibility and validation to the ACE Award brand that the winners can benefit from, especially in today’s competitive market.”

Companies that have been successful at capturing ACE Awards often see positive returns on the time and effort put into their submission. Receiving an ACE Award can help with market differentiation and raise the winning company’s profile which can lead to the growth of existing relationships or help to attract new business. This year, Strategic Objectives and Yum! Canada captured the PR Campaign of the year for their KFC double down campaign, while Edelman captured the award for best creative campaign of the year for their work on Red Bull’s Crashed Ice campaign.  

“Being recognized as an ACE Award winner can help to open doors for any business. Many winners display their trophies in lobbies as a marketing tool showcasing a job well done to visiting clients, prospective employees or even to enhance employee morale,” said Chantelle Bernard, ACE Awards Chair, CPRS Toronto. “When it comes to the ACE Awards, the benefits of winning often far exceed the effort put forth through the application process.”

Congratulations to the 2011 ACE Award winners:

Leadership Awards

• PR Professional of the Year: Lawrence Stevenson, APR
• PR Student of the Year: Oluwadamilola Omolade Okunlola
• Young PR Professional: Erick Bauer

Best Creative PR Campaign

• Edelman Canada – Red Bull Crashed Ice 2010

PR Campaign of the Year

• Strategic Objectives/ Yum! Canada – KFC Canada Double Down

Best Use of Media Relations – Budget Over $50,000

Gold

• Edelman Canada – Red Bull Crashed Ice 2010
• Fleishman- Hillard – Eye Health Month
• Wal-Mart Canada Corp./ APEX Public Relations/ Morin Relations Publiques – Wal-Mart Canada Corp’s “Re-introducing George”
• Faye Clack Communications Inc. – 2010 NWPB Media Relations

Silver

• Strategic Objectives/ Yum! Canada – KFC Canada Double Down
• Fleishman-Hillard Canada – Aviva Community Fund
• Edelman Canada/ Labatt Breweries Canada – Stella Artois Draught Master
• DDB Public Relations – 2009/2010 Bosch Eco-Leadership
• NATIONAL Public Relations - Hankook Tire: Burning Rubber On Ice
• Edelman Canada – Zantac(R) Chilli Challenge
• Edelman Canada – 2010 Canadian Olympic Apparel
• Paradigm Public Relations/TD Canada – TD Canada Trust educates about fraud
• Strategic Objectives – Crohn’s and Colitis Month
• Strategic Objectives – Kraft Salad Dressing Launch
• Fleishman-Hillard – Abbott Laboratories Everest campaign
• Optimum Public Relations – Retire Your Ride Ontario HST

Bronze

• Edelman Canada, Technology Practice – Launch of Mint.com
• Strategic Objectives – Caramilk Key to the Secret
• DDB Public Relations – CTC Locals Know/Gold Medal Getaway
• Edelman Canada – Red Bull Air Race World Champions 2010

Best Use of Media Relations – Budget Under $50,000

Gold

• APEX Public Relations Inc./ UPS Canada – UPS Peak Packing Season 2011
• energi PR – The Powder Room Winter Olympics Campaign
• Argyle Communications – Pain: An Emerging Public Health Crisis
• Environics Communications – Stanfield’s: The Guy At Home
• PraxisPR – The Lifesaving Society: Ethnic Water Safety

Silver

• Argyle Communications – UNICEF Gifts of Magic
• Environics Communications, eBay Canada Team – 2010 eBay Canada Entrepreneur of Year Awards
• Argyle Communications – Maple Leaf: For the Love of Bacon
• Argyle Communications/ HOOPP – HOOPP Speaks out on Retirement Income
• Environics Communications/ CSA Group – CSA’s Grand Rexdale Re-opening
• Environics Communications/ CSA Group – CSA’s Confined Spaces Standard Launch
• Praxis PR – GFV Blushin’ Bridesmaids
• Argyle Communications/ Franklin Templeton – Franklin Templeton Emotions of Investing

Bronze

• Weber Shandwick Canada/ Best Buy – Best Buy Canada Holiday Campaign
• Narrative Advocacy Media/ Ontario Science Centre – Ontario Science Centre Mythic Creatures
• Optimum Public Relations – Toys  “R” Us Black Friday Event

Best Use of Special Events

Silver

• Faye Clack Communications Inc. – Red Prince Apple Civility Launch Event
• APEX Public Relations – Bringing Samsung’s Galaxy to the Street
• Faye Clack Communications Inc. – Score a Touchdown with Ontario Beef
• Optimum Public Relations – Retire your Ride Last Call
• Toronto Hydro-Electric System – Toronto Hydro Smart Experience

Bronze

• Future Shop – Samsung 3D TV Launch
• Argyle Communications – Experience the Caribbean... In Canada!
• CNW Group – Breakfast with the Media: The New Newsroom

New Product or Service Launch

Gold

• Strategic Objectives/ Yum! Canada – KFC Double Down
• Paradigm Public Relations/ BOOM Marketing/ Schick – Schick Quattro for Women TrimStyle Launch

Silver

• GolinHarris Canada – Moores Canadian Suit Drive
• DDB Public Relations – Hennessy Black Ontario Launch
• Faye Clack Communications Inc. – Red Prince Apple Civility Launch

Bronze

• Narrative Advocacy Media/WIND Mobile – WIND Mobile National Launch
• Paradigm Public Relations – The Launch of Molson Canadian 67

Employee Communications of the Year

Gold

• Meridian Credit Union – Strengthening Service and Sales

Silver

• Meridian Credit Union – 2010 Strategic Plan

Investor/Financial Relations Campaign of the Year

• Fleishman-Hillard Canada – Royal LePage HST Education Campaign

Community Relations Campaign of the Year

Gold

• Weber Shandwick Canada/ Best Buy – Best Buy Canada Best in Class Fund
• Women’s College Hospital – One Thousand Voices for Women’s Health

Silver

• Toronto Hydro-Electric System – Light the Night with Toronto Police Service

Bronze

• Foresters – Mobilizing Communities and Families

Best Digital Campaign of the Year

Gold

• Sequentia Environics  – Globe Catalyst

Silver

• Weber Shandwick Canada/ Best Buy – Best Buy Canada UNboxing Day Canada

Best Use of Communication Tools

Gold

• Sequentia Environics – Globe Catalyst

Silver

• RSA Canada – Creating Calm Before the Storm

Brand Development Campaign of the Year

Gold

• Environics Communications/Sequentia/ Free For All Marketing – The Globe and Mail Redesign
• Future Shop – Holiday 2010

Silver

• Fleishman-Hillard Canada – SunChips 100% Compostable Bag Launch

Bronze

• GCI Group Canada/ Mattel Canada – Barbie Basics at Fashion Week
• elevator communications Inc. – Right at Home on Howe
• Weber Shandwick Canada/ Campbell’s Canada – Campbell’s Chunky Most Valuable Coach
• PraxisPR – The Pepsi Refresh Project

Public Affairs/Government Campaign of the Year

Silver

• World Vision Canada – Five for 5

“On behalf of the National Council on Accreditation, I would like congratulate the newly accredited members of CPRS,” said Richard Sparkes APR, FCPRS, Presiding Officer of the National Council on Accreditation. “Achieving Accreditation demonstrates a commitment to the practice of public relations and communications. It creates a level of standards for the profession and adds to its credibility.”

The APR is the highest global professional standard of excellence in public relations.  Employers and clients hiring public relations practitioners with an APR are getting leaders in public relations that are recognized in and outside of the profession for their knowledge, experience, expertise and ethics.

Public relations professionals who received their APR in 2010 are:

Thérèse  Beaulieu APR – Ottawa, ON
Diane Bégin APR – Edmonton, AB
Cecilia Bloxom APR – Edmonton, AB
Liliana Busnello APR – Milton, ON
Yanik Deschênes APR – Montréal, QC  
Joanne Fortin APR – Montréal, QC    
Kathleen Garrett APR – Toronto, ON
John Kageorge APR – White Rock, BC
Danielle Kelly APR – Toronto, ON
Tim Kydd APR – Regina, SK
Patti Lauzon APR – Windsor, ON
Jilda Lazer APR – Toronto, ON
Sharon Little APR – Oakville, ON
Nancy MacMillan APR – Toronto, ON
Diane Riddell APR – Ottawa, ON
Aimée Savard APR – Toronto, ON
Kristen Scheel APR – Ottawa, ON
Gisèle Shaw APR – Oakville, ON
Sharon Shore APR – Vancouver, BC
Samantha Thompson APR – Oakville, ON
Victor Vrsnik APR – Vancouver, BC

To become accredited and earn the Accredited Public Relations (APR) designation, a candidate must engage in specialized studies, pass rigorous written and oral examinations, and submit a detailed work sample. To even qualify to take the CPRS accreditation examination, a candidate must have earned a solid reputation of integrity and high ethical standards while completing a minimum of five years of full-time employment in the field of public relations.

• Charlene Gaudet APR, Ottawa-Gatineau
• Judi Gunter APR, Calgary
• Joanne Mysak APR, Saskatoon
• Sandra Thornton APR, Edmonton
• James Toccacelli APR, Toronto

“The Board of Directors heartily embraces the new Fellows,” said Pierrette Leonard APR, FCPRS, National President, CPRS. “These members have made significant contributions to the public relations and communications profession over the years and this is our opportunity to thank them.”

Established in 2000, the College of Fellows recognizes CPRS members who are proven leaders in public relations and communications and in their communities. There are currently 72 members in the College of Fellows, including this year’s appointments, and 21 Honorary Fellows. Fellows are appointed on the recommendation of the College’s Selection Committee.

“We are delighted to welcome the new Fellows into the College, which demands its members to have exemplary professional qualities,” added Bart Mindszenthy APR, FCPRS, Presiding Officer, CPRS College of Fellows. “The Fellows will join their peers who work to advance the state of public relations and communications in Canada through exceptional leadership in the field.”

To qualify for Fellowship status, a member must have 20 years experience practicing public relations/communications, be a CPRS member for at least 10 years, and obtained their accreditation in public relations (APR). The member must also be recognized as having brought a significant contribution to the profession and to the Canadian Public Relations Society.

Hammond’s public relations and communications career spans over 50 years. After pursuing careers in both teaching and journalism, she later formed her own public relations consulting company. Her diverse career included work with Young and Rubicam, Drake International Limited, Ontario College of Art and Vickers and Benson Advertising. Her charitable initiatives included communications work with the Canadian Cancer Society, Ontario Heart & Stroke Foundation, The Lung Association, the YM/WCA of Canada, Girl Guides of Canada and the United Way. Throughout her pursuits, Hammond was an ardent advocate for women’s equal status and position in the industry.

The following is a short list of Hammond’s accomplishments:

• In 1956, Hammond joins CPRS, one of the first women public relations consultants to participate in the Society’s activities
• President, Canadian Women’s Press Club, 1966-67
• First woman to receive the APR designation, 1968
• Director, CPRS Toronto, 1969-1974
• Award of Attainment, CPRS, 1979
• Director, Toronto Press Club, 1980-1994
• Life Member, CPRS Toronto, 1989-present
• First female recipient of the Philip A. Novikoff Memorial Award, CPRS, 1995
• Director, Belmont House Foundation, 1998-2002
• First Honorary Doctorate recipient, Mount Saint Vincent University, 1998
• First female honorary member of the College of Fellows, CPRS, 2001

This year’s remarkable keynote speakers included: Peter Mansbridge, Anchor of CBC’s The National, who captivated the audience with a compelling discussion about “What is a Canadian?”; Richard Bartrem, Vice-President of Communications and Community Relations at WestJet, who shared unique stories that helped make the airline stand apart from its competition and Jon Iwata, Senior Vice-President of Marketing and Communications at IBM, who stressed the importance of reputation and brand.

Other keynote speakers were The Honourable Lynda Haverstock, C.M., S.O.M., Ph.D., LL.D, President and CEO of Tourism Saskatchewan; Sheila Bird, Executive Director of Public Affairs for the RCMP; Jillian de Beer, Owner of de Beer Marketing and Communications; Bert Crowfoot, Founder and CEO of the Aboriginal Multi-Media Society (AMMSA); Sarah K. Jones APR, FCPRS, Partner at Kennedy Jones and Sweeney, Inc.; Patricia Parsons APR, FCPRS, Professor at Mount Saint Vincent University; Murray Mandryk, Political Columnist at the Regina Leader-Post and Blair Peberdy APR, Vice-President of Marketing, Communications and Public Affairs at Toronto Hydro. Their sessions covered a variety of topics from corporate branding to social media to ethics and transparency.

Each year, CPRS hosts a national conference opened to public relations and communications professionals from all levels. Last year, the conference was in Vancouver. Next year, the Canadian Public Relations Conference will be held in Saint John, New Brunswick from June 5-7, 2011 at the Hilton Hotel.

This year’s generous sponsors include CNW Group, Marketwire, Farm Credit Canada, The Canadian Press Images, NATIONAL, City of Regina, SaskEnergy, Partnership Group, McMaster University Michael G. DeGroote School of Business, Bravo Tango, Frischkorn Audiovisual, Gilles Bureau, SGI, Communications + Public Relations Foundation, Crown Investments Corporation of Saskatchewan, SaskPower, University of Regina, Marketing, SaskTel, Prairie Advertising and Savaria Public Relations Inc.

Leonard, an Ottawa/Gatineau Society Member, is Senior Advisor for National Partners in the Ottawa office of the Canadian Patient Safety Institute. Giles, another Ottawa/Gatineau Member, is Senior Communications Advisor with the Privy Council Office/Public Safety Canada. McCloskey, a Northern Lights Society Member, is Manager of External Communications with the Regional District of Fraser Fort George.

The 2010-2011 executive officers are:

President – Pierrette Leonard APR, FCPRS, Senior Advisor – National Partners, Canadian Patient Safety Institute (Ottawa/Gatineau)
Vice-President/Treasurer – Richard Truscott APR, Director of Provincial Affairs, Canadian Federation of Independent Business (Calgary)
Vice-President/Corporate Secretary – Martine Dorval APR, FCPRS, Consultant (Montréal)

Director members include:

Robert W. Ellis APR, FCPRS – Saskatchewan Ministry of Energy and resources (Regina)
Lucie-Anne Fabien APR, FCPRS – Ville de Montréal (Montréal)
Mark Giles APR – Privy Council Office/Public Safety Canada (Ottawa/Gatineau)
Sean Kelly APR, FCPRS – Canada – Newfoundland and Labrador Offshore Petroleum (St. John’s)
Reneé McCloskey APR – Regional District of Fraser Fort George (Prince George)
Lynn McGregor APR – World Search Alliance (Toronto)
Derrick Pieters APR, FCPRS – Department of Justice Canada (Edmonton)
Anita Wasiuta APR – BC Transit (Victoria)
Christina Winsor APR – Communications New Brunswick (Fredericton)

Ex-officio members include:

Karen Dalton APR – Canadian Public Relations Society Executive Director
Dr. Terence Flynn APR, FCPRS – DeGroote School of Business – McMaster University (Hamilton) CPRS Past President

• Blair Peberdy APR, Vice-President of Marketing, Communications and Public Affairs at Toronto Hydro-Electric System Ltd., was selected as the 2010 Philip A. Novikoff Memorial Award recipient.
• He received a certificate and cash award amongst his peers at the CPRS national conference awards gala on June 15 at the Delta Regina in Regina, Sask.
• Established in 1989 in memory of the long-time CPRS member, the late Philip A. Novikoff, the award is given to an accredited CPRS member who has furthered the standing of the public relations profession in Canada and contributes to the enhancement of CPRS and the betterment of the community.
• Peberdy’s contribution to public relations and the community includes:
  • President of CPRS Toronto from 1992-1993
  • CPRS Toronto Mentor of the Year in 2002
  • Vice-president/Treasurer of CPRS National Board from 1992-1993 and from 2004-2007
  • Current presiding officer of the CPRS Audit and Investment Committee
  • Current board of directors member of the Canadian Centre for Ethics in Business, the Ontario Energy Network, the Ontario Forestry Association and the Toronto Hydro Employees Charity Trust/United Way
  • Currently sits on the advisory committee for the public relations and communications programs at Humber College and Seneca College