PR: Shaping the Future | Encouraging young storytellers to be agents of change

PR: Shaping the Future
Encouraging young storytellers to be agents of change

CCPRF campaign explores the future of PR and the role of diversity in the PR industry

This spring, a group of Centennial College public relations and corporate communications students and the Canadian Council of Public Relations Firms (CCPRF) are launching PR: Shaping the Future, a campaign that explores how storytellers can shape narratives in a diverse and authentic way to become agents of
change. The campaign includes a three-episode series podcast, a TikTok campaign, and a blog that explores the role diversity, equity and inclusion play in the PR industry, and how young professionals can shape the industry into a vehicle for social change.

The podcasts and TikTok posts feature PR professionals and postsecondary students and explores the different journey each person has taken to become a PR professional; the importance of having a diverse and inclusive industry; and how these values are reflected in the campaigns they’ve helped shape. By highlighting these stories, the campaign aims to show young storytellers how they can use their talents and drive to help create change in the world today.

The communications and PR industry are uniquely positioned to take a leading role in becoming agents of change, as a wave of diverse and young PR professionals helps advance the industry to become more equitable and inclusive. This campaign aims to reach the future storytellers of the PR industry so they can fill those increasingly influential roles where they can transform the narrative for the better and serve as
advocates for the underrepresented.

PR: Shaping the Future begins on March 10, with the launch of the first campaign’s first podcast and complimentary media. The first episode explores how one PR practitioner has used his gift for storytelling to help support Indigenous Canadian communities, and how diversity initiatives have helped shape the PR agency into an industry for social advocates.

The campaign was created by Centennial PR students Daniela Biggart, Nicholas Li, Dhruvy Rawal, Karson Simpson and Chiara Silo in partnership with CCPRF. The campaign was formed during Storyworks, a experiential learning course at Centennial where PR students work on collaborative projects with real world clients.

For more information, question, or to arrange an interview with a CCPRF representative or a Storyworks student, please contact:
Daniela Biggart, dbiggart@my.centennialcollege.ca, 647-972-9626