The most important thing is you

As I write my first message as national president of the Canadian Public Relations Society (CPRS), I begin by saying how much I look forward to serving CPRS members across the country.   
I am especially honoured to be the 64th person chosen to do so. Not because it represents a significant milestone, but because it connects me and all CPRS members to over 7 decades of being Canada’s leading bilingual, not-for-profit professional association dedicated to the practice, management and teaching of public relations and communications.
As we work to serve our members and advance our profession through accreditation, professional development, education, and networking, as well as numerous other member services and benefits, there are many more numbers that are important to CPRS.
I am joined on the 2020-21 CPRS national board of directors by Cam McAlpine, APR as VP/Treasurer and 10 dedicated and talented communications professionals.  We oversee a national budget of more than $500,000. 
At the end of August 2020, there were just over 1,400 CPRS members, spread across 13 local societies.  In addition, there are 16 other Committees, Councils and Task Forces focused on the work of CPRS.  The work of the local societies and committees is key to a strong national association. 
Our work at CPRS is guided by our Strategic Plan, entitled “One Community. Many Voices.”  It builds its action items from the work of the Future of CPRS Committee and the subsequent Strategic Framework outlining what is important to CPRS members. 
The four C’s of the framework, which support our vision to be recognized as the champions for ethical, strategic public relations and communications management, are community, collaboration, careers, and conscience. 
Underlying all these numbers, however, is the most important thing to the CPRS organization … you, the CPRS member.
As with any organization, our success depends on securing the long-term viability of CPRS through our revenue sources, volunteer resources, governance structures, and cost-efficient internal processes.
We also collaborate with professional associations in other countries to raise standards, share knowledge, strengthen the professional community and advocate for public relations in the public interest.  We have also recently partnered with the CPRS Foundation, to increase public knowledge and awareness of the role of PR and communications through educational initiatives and research.
In all of this, my commitment for the coming year is very simple … to remain focussed on you, the CPRS member.  I look forward to working with the board, local societies and you to ensure the sustainability of Canada’s leading communications and public relations association.
Wishing you a safe, healthy and happy Thanksgiving.


Wayne Knorr, APR
CPRS National President