The CPRS 2025 State of Public Relations in Canada Report: Ethics, AI and reframing the professional field
Discover how Canadians, business leaders and professionals see the evolving role of communications and public relations and what it means for the future of trust, ethics and technology in our field.
The 2025 State of Public Relations in Canada Report (SOPR) provides providing a data-driven look at how Canadians and professionals perceive the public relations field, and how the profession must evolve.
The 2025 research study underpinning this year’s report was conducted by Léger, integrating quantitative and qualitative data from across Canada. It includes insights from Canadians, business leaders and communications and public relations professionals.
Released October 31, 2025, the SOPR was authored by Kim Blanchette, APR, Chart.PR, FCPRS, MCPRS; Lisa Covens, MA, CAIP, MCPRS; Dr. Terence (Terry) Flynn, APR, FCPRS, LM. MCPRS; and Colleen Killingsworth, MCM, APR, FCPRS, MCPRS in collaboration through the CPRS Thought Leadership Council.
NEW Feature: CPRS Leaders Join “The Crux of the Story” Podcast
We are pleased to share that CPRS leaders Kim Blanchette, MCPRS, APR, FCPRS, Terry Flynn, PhD, FCPRS, and Colleen Killingsworth, MCM, APR, FCPRS recently appeared on the 156th episode of The Crux of the Story podcast to discuss the newly released 2025 State of Public Relations in Canada report.
Hosted by Mike Fernandes, the conversation explores the report’s findings, industry trends, leadership expectations, and what the data means for the future of public relations in Canada. Early feedback from listeners has already been overwhelmingly positive.
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THE REPORT PRESENTS THREE THEMES:
Identity and trust: Among the report’s key findings is a growing divide in how professionals, business leaders, and Canadians perceive the profession, starting with the language used to describe it.
While a strong majority of professionals identify as communications professionals (67%), the term public relations professional presents challenges. Only 36% of Canadians say they trust public relations professionals, compared to 50% who trust communications professionals. Business leaders reflect a similar pattern.
Artificial intelligence: AI is becoming routine for professionals. Fifty-five percent report weekly use, but governance and policy have not kept pace. Only 27% report having a formal AI policy in place.
Meanwhile, 74% of Canadians expect ethical use of AI from professionals. This underlines the need for visible leadership in this area.
Ethics and professional associations: Ethical practice is non-negotiable for both the public and professionals.
The report reinforces CPRS’s mandate to uphold professional standards, visibly enforce them, engage new generations of practitioners, and lead on urgent issues such as misinformation and AI.
Meet SOPR-GPT, your Interactive Research Companion
Ask. Explore. Discover.
SOPR-GPT is an interactive digital companion built exclusively for this project giving you direct access to the findings, comparisons, and insights from the CPRS 2025 State of Public Relations Report data.
Try asking questions like:
“What do Canadians say about trust?”
“How are business leaders using AI?”
“What themes emerged from professionals at the CPRS national conference?”
Public Access: Until November 14, 2025
Type your questions in English or French
CPRS Members: Continue exploring anytime after that by logging into your account plus gain access to future data updates and possible research tools.
CPRS Members enjoy extended access to SOPR-GPT and exclusive research resources.
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Behind the Research
This national project and cross-country report release was developed with the generous support and sponsorship of Changemakers, Léger, McMaster University’s Master of Communications Management program, CK Communications, Notified and the CPRS Thought Leadership Council.
We gratefully acknowledge our members and authors and for their leadership and insight in advancing this important national dialogue and the CPRS Thought Leadership Council.
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| Colleen Killingsworth, MCM, APR, FCPRS, MCPRS |
Kim Blanchette, APR, Chart.PR, FCPRS, EVP, MCPRS |
Lisa Covens, MA, CAIP, MCPRS |
Terry Flynn, Ph.D., APR, FCPRS, LM, MCPRS |
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About the CPRS Thought Leadership Council
The CPRS National Board approved the formal establishment of the CPRS Thought Leadership Council and affirmed the appointment of Colleen Killingsworth, MCM, APR, FCPRS, MCPRS, as Presiding Officer of the Council, June 26, 2025.
The CPRS Thought Leadership Council (TLC) will be a national platform that brings together public relations (PR)/communications management (CM) professionals, academics, and researchers to generate, share, and apply meaningful insights into the top trends and issues in public relations/communications management.
The Council will focus on creating a made-in-Canada approach to research-driven, actionable ideas that advance the profession and elevate PR/CM as a critical part of organizational success. The CPRS Thought Leadership Council will promote research, share knowledge, and build connections between professionals and academics, so that collectively we can influence the evolution of PR/CM in Canada and continue to promote our made-in-Canada profession.
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CPRS Thought Leadership Council Members
Colleen Killingsworth, MCM, APR, FCPRS, MCPRS, Principal, CKCommunications Strategies and TLC Chair
Kim Blanchette, APR, Chart.PR, FCPRS, EVP, MCPRS Castlemain/ChangeMakers and CPRS Board Member
Lisa Covens, MA, CAIP, MCPRS, Senior Vice President, Public Affairs and Communications, Leger
Terry Flynn, Ph.D., APR, FCPRS, LM, MCPRS, Graduate Director, McMaster University –
Master of Communications Management (MCM)
Blair Peberdy, APR, FCPRS, LM, MCPRS Senior Vice President, Regulatory, Government & Corporate, Alectra and CPRS Education Council
Sara Rafuse, MBA, CPF, MCPRS, President, The Rafuse Group and Executive Director, CPRS
Claire Ryan, MCM, APR, MCPRS Director of Public Relations, Cooke Inc.
Alex Sevigny, Ph.D., APR, MCPRS Associate Professor, McMaster University – Master of Communications Management (MCM)
Christine Szustaczek, MCM, APR, SCMP, FCPRS, MCPRS, VP Communications, UofT and College of Fellows
Amy Thurlow, Ph.D., APR, FCPRS, MCPRS Professor, Communication Studies, Mount Saint Vincent University
Richard Truscott, MBA, APR, MCPRS Vice President, Prairie Sky Strategy
Martin Waxman, MCM, APR, MCPRS President, Martin Waxman Communications and CPRS Thought Leadership Major Award Recipient
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Join the Conversation
Share your perspective, insights, and takeaways from the report.
Join the national conversation using #SOPR2025 on LinkedIn.