From the Rockies to Real Talk: Key Lessons from the CPRS 2025 National Conference

Each year, CPRS-VI offers a bursary to a CPRS-VI member that covers the cost of attending Elevate, the CPRS-VI National Conference. In 2025, Cheryl Major, was the recipient of the award. We are grateful to her for providing this in-depth summary of her learnings, and we would also like to recognize her and her team at the Victoria Police Department for being recognized at the awards ceremony at the Conference. Find out more about the National Conference Grant here and Elevate 2026 here.

From the Rockies to Real Talk: Key Lessons from the CPRS 2025 National Conference

By Cheryl Major, CPRS-VI National Conference Award Recipient

This past May, thanks to the generous support of CPRS-VI, I had the opportunity to attend the CPRS National Conference in Banff, Alberta. Nestled in the breathtaking beauty of the Rockies, the conference brought together public relations professionals from across the country for several days of rich conversation, candid insights, and powerful reflection on our ever-evolving profession.

From pressing political narratives to the future of AI, from media disruption to gender equity, the sessions were thought-provoking and invigorating. Here are some highlights and lessons that I’ll be taking with me as I return to my work - and why I believe every PR practitioner should consider attending Elevate next year.

Buckle Up: Andrew Coyne and the Crisis of Democracy

The conference opened with a sobering keynote from journalist and political commentator Andrew Coyne, who delivered a powerful diagnosis of the democratic and information crises gripping North America.

Drawing from his book The Crisis of Canadian Democracy, Coyne outlined three pre-existing conditions that have amplified the rise of misinformation and societal division: class war (organized by culture and geography), societal trauma (from 9/11 to the housing collapse), and the destabilizing power of social media.

Coyne emphasized how modern-day challenges—climate change, pandemics, global conflicts—require international cooperation and trust in science. Yet the erosion of expertise and the rise of “do your own research” populism have made consensus nearly impossible.

PR professionals, he argued, must be aware of how people consume information today: not through authoritative, reasoned debate, but via fragmented, emotionally charged, and often misleading content.

The call to action was clear: We must help rebuild trust - between institutions and citizens, between knowledge workers and those who feel left behind. Communicators must take seriously how our messages land across class divides, and how to foster understanding in an increasingly polarized world.

Navigating Narratives: A Panel on Turbulent Times

One of the most energizing sessions was the keynote panel discussion on communicating in an era of tariffs, trade instability, and geopolitical tension.

Moderated by the Angus Reid Institute’s Shachi Kurl and joined by leaders like Gary Mar and Gitane De Silva, the panel tackled head-on the question: What is the biggest challenge for PR professionals today?

The answer, again and again, was noise. We are living in a VUCA world—volatile, uncertain, complex, and ambiguous. Audiences are inundated with messages from every direction. To cut through, we must be ruthlessly clear, focused, and symbolic in our communication.

"One to two simple, critical key messages," Kurl said. "That’s what will save you." (paraphrased)

The panel also pushed us to consider how political narratives are shaped less by policy and more by symbolism. Voters (and clients) are judging their leaders not by outcomes but by gestures, emotional resonance, and perceived authenticity. As PR professionals, we need to understand how to communicate meaning through more than words—we need to understand the emotional subtext of our messages.

Shift Happens: The Changing Media Landscape

Nela Drury’s session on media disruption was a stark reminder of how rapidly the communication landscape is shifting beneath our feet. Across private, public, and nonprofit sectors, the loss of local media, rise of generative AI, and growing polarization are creating an environment where trust is low, stress is high, and preparedness remains inadequate.

Drury’s session emphasized the importance of proactive adaptation. Whether it’s building internal capacity to counter misinformation, preparing for ethical AI integration, or simply reallocating budgets toward emerging platforms, we need to see media disruption not as a threat—but as a catalyst for change.

One memorable insight: preparedness does not mean prediction. It means having the agility to respond, adapt, and course-correct in real time.

Re-Thinking the Table: Women in PR

The “Women in PR” panel delivered one of the most emotional and empowering conversations of the conference. Grounded in research from the book Re-thinking the Table, the session tackled the persistent leadership gap: women make up over 70% of the PR profession, but only 30% of its leadership.

Panelists shared personal stories of being overlooked, judged differently, and punished for being assertive.

One key message stuck with me: it’s not enough to have women at the table if they are expected to act like men when they get there. We need to rethink what leadership looks like - not just who gets to lead.

We were challenged to rethink work-life expectations, mentorship, and even the concept of mentorship itself.

“Mentorship isn’t just for junior practitioners,” one speaker said. “And we don’t just need mentors - we need champions.”

For PR professionals striving for inclusive, values-based leadership, this session was an important mirror. The call to action? Keep the conversation going, and lead it.

The Power of Authenticity and Storytelling

In a panel featuring Olympic gold medalist Catriona Le May Doan and Banff Film & Book Festival’s Joanna Croston, the conversation turned to narrative—how we tell stories, and more importantly, how we build trust.

Authenticity was the golden thread. Whether in sport, adventure media, or PR, storytelling that connects is rooted in vulnerability, values, and humility. We were reminded that captivating stories are not about perfection or polish—they’re about people. The best stories start by listening.

Le May Doan shared a moving insight: “It doesn’t matter what you achieve. It’s the impact you have on people.” A reminder for all of us that our communications are not about control—they’re about connection.

AI, Ethics & Trust: What Comes Next?

No PR conference in 2025 would be complete without a discussion on artificial intelligence, and a 2025 update from Alex Sevigny with Andrew Blanchette was the perfect fit.

While some organizations are cautiously exploring generative tools, others are already integrating AI into everything from internal communications to media relations. One major takeaway: the slow adoption of AI isn’t due to lack of tools - it’s due to fear and lack of strategic integration.

But there’s opportunity in that fear. Communicators are uniquely positioned to lead the conversation on AI use, standards, and ethics. We understand brand voice, audience impact, and organizational trust. We must bring those skills to AI implementation, rather than watching from the sidelines.

In a standout moment, Alex reminded us: “We’ve glorified the grind in PR for too long. Let AI take the grind—so we can focus on strategy, values, and human connection.”

Proof and Performance: Showing the Value of PR

In the session The Power of Proof, speakers challenged us to go beyond outputs and start measuring outcomes. Too often, we stop at tracking impressions, reach, or engagement - without showing how communications actually advance organizational goals.

Using frameworks like the Barcelona Principles 3.0, we were encouraged to draw clearer lines between communications strategy and organizational success. It’s time for PR to speak the language of business and policy - while staying true to our core values.

Final Thoughts: Why You Should Attend CPRS National

As I flew home from Banff, one thing was abundantly clear: the CPRS National Conference isn’t just a professional development opportunity - it’s a professional community. It’s a space to recharge, reconnect, and reflect with peers from every corner of Canada.

You’ll leave with fresh ideas, but also a renewed sense of purpose. You’ll hear honest, sometimes uncomfortable truths - but also feel the quiet, collective conviction that PR still matters. That truth still matters. That trust can be rebuilt.

So, whether you’re a seasoned executive or an early-career communicator, attending the CPRS National Conference is an investment not only in your career - but in the future of the profession.

See you at next year’s conference. I’ll save you a seat at the table!

Find out more here about Elevate 2026!