President’s Message – June 2024

Tammy Vineberg, APR

Artificial intelligence is everywhere, especially in our profession. It’s this year’s hot topic. At the upcoming 2024 CPRS National Conference in Mont Tremblant, the majority of the sessions revolve around AI. Recently, the Upper Bound conference in Edmonton packed its four day schedule with all aspects of AI, including a panel discussion on AI and marketing. Upper Bound is organized by Amii (Alberta Machine Intelligence Institute), one of Canada’s three centres of AI excellence, as part of the Pan-Canadian AI Strategy.

Understanding that this topic is at the forefront of many people’s minds, CPRS Edmonton couldn’t end the 2023-24 year without a professional development session on AI. At the core of communications strategy, CPRS uses the RACE method (research, analysis, communication, and evaluation). If you submit a case study for the National Awards of Excellence, you need to have it structured based on RACE. You also need to understand it thoroughly if you are seeking accreditation.  

Evaluating strategies or communication campaigns is frequently a low priority for many organizations. I know this from my personal experience. I may send out a post-event survey but rarely have the time to dig into the data. What if AI could help with this?

CPRS Edmonton is offering a fireside chat on June 26 to examine the aspects of AI and communication evaluation. We’ll be asking our panelists Peter Pilarski and Katrina Ingram questions around the pros and cons of using AI for evaluation. Katrina has an extensive background in AI and ethics and this issue will be examined as well. Former CTV Edmonton Morning Live host Ziyah Karmali will be the moderator.

One thing AI can’t do is be a member of our board of directors. CPRS Edmonton is still seeking potential candidates and we will be holding a very brief annual general meeting at this event before the panel begins. It’s important that members take the time to attend and vote or if you can’t attend, send in your proxy.

I plan to put my name forward as president for a second term. I’m also hosting the Communication Coffee Chats through the summer and the next one is on Saturday, June 15 at 10 a.m. at the Ark Coffee and Bistro. Rob LeLacheur, who recently published a book with Joe Pulizzi called The Content Entrepreneur, will be our special guest and lead the conversation on content marketing.

The sunshine and warm weather may be calling you outside, but I hope you will take time to attend these upcoming events.

Something to add?