PR Matters

In 2017, in the midst of a global discussion on ethical PR and ‘alternative facts’ the Canadian Public Relations Society led the way with a white paper and strategic framework that turned talk into committed action. Now, we begin to fulfill that commitment and demonstrate that for Canada’s PR professionals, ethics matter.

To lead the charge on this important initiative, CPRS has formed a National Task Force on Ethical Public Relations, which will work with our members across the country to administer a new professional ethics development program. 

As its first deliverable, the Task Force has produced an interview series that will explore current trends in public relations, the value of CPRS membership and how ethical PR shows up in their day-to-day work.

We'll be releasing a new video each month featuring a prominent CPRS member leading up to the 2020 National Conference, where the topic of ethical PR will be explored in depth.

Until then, view our latest inverviews below:

If you’re looking for lollipops and rainbows, you won’t find them with Tim. With a nearly unreal background including disaster communications, public consultations, and marketing small businesses, Tim knows his way through hard work and ugly situations. You will get a true honesty from Tim, or what he calls “hard truths” where he discovers and explores where your organization has issues, and strategic advice on how to solve them in an effort to improve your reputation.
With experience working across Canada’s provinces and territories, he’s developed into one of Canada’s leading rural communicators and marketers, having worked in multiple markets with populations under a half million.
Tim has a diplomas in Public Relations and Business from NSCC, has completed IAP2 foundations in public participation and University of Alberta financial management programs. He serves as CPRS presiding chair of professional development and has served on numerous boards, including on the Board of Governors for one of Canada’s largest colleges.

​In 2018, Tim recieved the CPRS Shield of Public Service along with Emily Epp in recognition of the pair's tireless efforts during the Cariboo Regional District's 77-day response to the largest fire in BC's history,

Jean Valin, APR, FCPRS, LM founded Valin Strategic Communications after a thirty-year career in the federal government - the last fourteen as a head of communications. He is a founding member and past chairman of the Global Alliance and has led several projects leading to the adoption of global standards.

In 2008, along with fellow members Fran Gregory, APR, FCPRS, and Terence Flynn, PhD, APR, FCPRS LM, Jean helped define the term public relations, creating the definition CPRS uses to this day. He is a lifetime member of CPRS, as well as past National President and recipient of the highest individual award- the Philip Novikoff memorial award for lifetime achievements. Read more about Jean's accomplishments in his Yocom Profile.

CPRS National was part of the task force that developed the Global Alliance (GA) Principles of Ethical Practice in Public Relations and Communications Management. We can confirm that our own Code of Professional Standards aligns with the Global Principles of Ethical Practice.