Tammy Vineberg, APR
There is a very quiet change that is happening in the public relations industry. Post-secondary institutions across Canada are slashing funding for PR programs. My counterpart at CPRS Toronto, Andrea Chrysanthou, wrote an excellent president’s message in February about this issue that I encourage you to read and share widely.
I started my career as a journalist and when I attempted to enter the public relations profession, I was told by many employers that I needed education in this field. That prompted me to attend the diploma program at MacEwan University. At the time, I could take courses in the evenings while balancing a full-time job, raising two young children, and volunteering for CPRS Edmonton. It was only after I graduated from the program that I understood how important these courses were for my future employment.
When I meet those who are considering communications, marketing, or public relations, I always advise them to adopt continuous learning—whether it be a professional development session, a conference, or accreditation. CPRS Edmonton hosted a speed mentoring dinner recently and quite a few attendees asked me which route they should take for their education. My advice to them depended on the stage of their career and what they are balancing in their lives right now. But everyone in this profession needs to know the elements of a strategic communications plan and these programs that are disappearing can teach these fundamentals.
While I encourage you to support these programs, the accreditation process through CPRS is another way to solidify your knowledge about strategic communications. Our chapter held an online APR information session this past fall and we will be hosting an APR themed mixer on Thursday, April 10 at Hart’s Table and Bar. It’s a chance to celebrate Simon Yackulic, APR who received his accreditation in December, meet those who have their APR and those who are currently going through the program. If you’re interested in accreditation, I hope you attend so you can hear from personal experiences. Tickets are on sale now.
Remember to support those students who have invested in their education. As the school year closes, many will be searching for paid summer internships. If you are lucky enough to employ a student, take the time to mentor them and not have the mindset that they can do the grunge work. We need to keep supporting education in our profession at all levels. This can be taking a course, getting a CPRS membership, or attending local professional development events. Your career will thank you for it.