energi PR (EN)

Study by CCPRF Shows Consumers #1 Path to Purchase: the Media

Admin — Tue, 24 Jan 2012 02:30:29 +0000

Canadian Council of PR Firms’ New Study, The Impact of Influence, Uncovers Hierarchy of Influences that Pave Consumers’ Path to Purchase

TORONTO, Jan. 24, 2012 /CNW/ – Beyond celebrity endorsements and social media reviews, traditional media opinions still reign supreme in shaping Canadians’ purchasing decisions, although there is a significant generational gap, according to new research released today by the Canadian Council of Public Relations Firms (CCPRF). For example, when asked whose opinion of a new product matters more – an editor’s or a celebrity’s – a full 42 per cent of Canadians reported caring more about an editor’s opinion, compared to only four per cent who felt a celebrity’s take mattered more.

“Our study delved into the dynamics of influence on Canadians’ shopping habits, examining media influences, ‘circles of trust’, and the impact of social media on our buying process,” said Carol Levine, chair of the CCPRF. “What we discovered is that hierarchy of influence is a much more complex force than people may expect.”

According to The Impact of Influence poll findings, commissioned by the CCPRF and conducted by Angus Reid/Vision Critical, when Canadians are ready to purchase a product or service today, the hierarchy of go-to research sources plays out as follows:

Facebook trumps Twitter (21 per cent versus 15 per cent), but blogs trump Facebook (29 per cent versus 21 per cent)
Company websites, however, trump blogs by more than a 2:1 ratio (68 per cent versus 29 per cent)
Ultimately, traditional media sources – newspapers (86 per cent), TV (83 per cent), radio (78 per cent), and magazines (73 per cent) — still outrank all of the above as the go-to source for information

But this equation of influence changes dramatically for younger generations:

Almost four in ten Canadians (38 per cent) aged 18-34 consider blogs to be one of their top research sources when purchasing a product or service, compared to less than half that (16 per cent) of Canadians aged 55 or older
YouTube mirrored the same pattern, with 27 per cent of Canadians under 34 years of age reporting it as one of their top research sources versus only 15 per cent of the boomer generation (adults over the age of 55)
Moreover, 18-34 year old Canadians were twice as likely as their older counterparts (aged 35-54) to list social media sources such as Facebook as credible news sources (22 per cent versus 12 per cent). Interestingly, they were also more trusting of company websites as credible news sources than boomer Canadians (23 per cent versus 10 per cent)

“A significant portion of our younger generation sees blogs, YouTube, Facebook and company websites as credible sources of news. This suggests to us, that in their minds – and in contrast to older Canadians – the boundaries of credibility between news, “circle of trust” conversations and marketing are blurring,” explained Levine. “In our social media world, where one individual’s opinion can stand out against a sea of other information, ‘exposure’ as we know it is passé; young Canadians are hand-picking who they want to pay attention to, no matter the source.”

In addition to generational differences, there is a wide gap between how all Canadians are influenced today, versus how self-identified socially engaged respondents are influenced on what to purchase. For example, The Impact of Influence study found:

If a blogger posts a positive product review that is contradictory to a traditional news report (newspaper or magazine), average Canadians are more likely to believe traditional media according to the survey (32 per cent versus 13 per cent). In contrast however, self-identified influencers were almost twice as likely to believe bloggers over media (21 per cent versus 13 per cent)
41 per cent of self-identified “early adopters” of new products and services, and 41 per cent of avid smart phone app users count on blogs as one of their top research tools, when considering buying a product or service, compared to 29 per cent of the general population
While one in five Canadians (21 per cent) rely on Facebook to research new product/service information, in advance of a purchase, that figure jumps to 30 per cent among self-identified social media savvy consumers
35 per cent of bloggers use YouTube for researching products and services they are considering buying whereas only 21 per cent of average Canadians do the same
Just over six-in-ten poll respondents (62 per cent) who considered themselves to be the influencers among their social circles, said they would visit their favourite stores online to stay in the know. This figure drops to 52 per cent when looking at the national average
Interestingly, almost 1 in 3 Canadians (31 per cent) admit conducting research simply as a means to justify their purchase

“The vast differences in media usage and social media credibility among socially engaged Canadians compared to other Canadians have great implications for PR professionals and marketers as a whole,” said Levine. “The mind map of the socially engaged Canadians in contrast to their counterparts shows us that the future of public relations lies in strategies that are inherently share-worthy by design.”

About The Impact of Influence study
From the context of shopping habits, The Impact of Influence study dissected the opinions and behaviours of socially engaged Canadians including experimenters, early adopters, and social media savvy consumers such as bloggers, and avid smart phone app users to discover who and what influences them. The study then examined how far behind average consumers lag in their thinking patterns.

Survey Methodology.
From September 29th to September 30th 2011, an online survey was conducted among a sample of 1,014 Canadian adults, who are Angus Reid Forum panel members. The margin of error — which measures sampling variability — is +/- 3.08%, 19 times out of 20. The sample was balanced by age, gender and region according to the most recent census data. Discrepancies in or between totals are due to rounding.

About CCPRF
The Canadian Council of Public Relations Firms (CCPRF) is a national organization of relations consulting firms operating in Canada. The CCPRF is dedicated to promoting the role of public relations in business strategy and organizational performance. The goal of the Council is to promote the professionalism and development of public relations consulting and provide thought leadership in areas that influence industry growth. The CCPRF also aims to advance the business of public relations by building its value as a strategic business tool, by helping member firms manage successful and profitable businesses, by promoting the benefits of a career in public relations consulting and by providing professional development. For more information visit www.ccprf.ca.

Healthcare PR Group Hiring in Toronto & Montreal

Admin — Mon, 16 Jan 2012 15:41:15 +0000

If you’ve spent some time exploring the world of public relations and along the way have discovered a passion for healthcare PR, in all its highly-regulated glory, we may have an opportunity for you at energiPR.

We are a mid-sized but mighty team that is growing our healthcare practice. We are energetic and knowledgeable. And we love what we do. If you possess a keen understanding of the Canadian healthcare landscape, believe in investing time and energy in the development of exceptional media and client relationships, and are energized by the prospect of a new challenge or puzzle, we should talk.

We are looking to fill an intermediate position in both our Toronto and Montreal offices. Ideally, you will have between 5 and 8 years public relations experience. Healthcare PR experience is required and agency experience is preferred. Obsessive attention to detail, a creative spark, and an entrepreneurial spirit top the list of other must-have requirements.

If you want to grow along with us and work with a team determined to exceed client – and our own – expectations, please submit your resume. Only qualified candidates will be contacted.

Marlo Taylor named VP, Healthcare and Practice Group Lead

Admin — Wed, 07 Dec 2011 06:35:53 +0000

energi PR, Communications, Digital is pleased to welcome Marlo Taylor to its Toronto office as Vice President, leading the agency’s healthcare practice.

Marlo brings a wealth of healthcare and pharmaceutical experience to energi PR, in addition to strong leadership and managerial capabilities, which will contribute to further evolving the agency’s established healthcare practice. Her deep understanding of the Canadian healthcare communications landscape, along with her expertise in driving traditional and social media strategies for clients across a broad range of industries, will bring tremendous value to the entire organization.

Prior to joining energi PR, Marlo was a Vice President at NATIONAL Public Relations, where she provided senior-level counsel to the agency’s pharmaceutical and healthcare-related clients. Before that she served as Vice President in the healthcare practice at Fleishman-Hillard leading key accounts including Pfizer’s oncology portfolio.

In addition to further building the agency’s bench strength in healthcare public relations, Marlo will focus on leading the client service teams in their development of innovative communications strategies as well as on business development and mentorship.

“As our clients face increasingly challenging business environments, putting into play targeted and expertly executed healthcare public relations initiatives can become a key competitive advantage. Marlo’s expertise, as well as her understanding of the unique dimensions of this industry, will only further benefit our existing and growing client base,” said Carol Levine, APR, Fellow CPRS and co-founder of energi PR.

Marlo’s focus on healthcare has remained a constant throughout her career, working early on as the Communications Manager for the Canadian Breast Cancer Research Initiative as well as with the Canadian Society of Hospital Pharmacists. Marlo is a graduate of Queen’s University and holds a post-graduate certificate in Public Relations from Humber College in Toronto, Ontario.

ABOUT energi PR, Communications, Digital

energi PR is a bilingual, full service and independently-owned public relations and digital communications firm with offices in Toronto and Montreal. The agency services a diverse roster of clients in the consumer goods, technology and hospitality sectors with a dedicated healthcare practice.

Please visit us at http://www.energipr.com and www.facebook/energipr.com.

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For more information:

Lindsay Peterson-Chisholm, APR
Vice-President
lindsay.chisholm@energipr.com
416-425-9143 ext. 12

energi PR grows consumer practice – promotes one, hires two

Admin — Fri, 28 Oct 2011 16:36:08 +0000

Naz Araghian has been promoted to Group Account Manager. Naz will be responsible for all consumer accounts running out of energi PR’s Toronto office which include the agency’s beauty, travel and lifestyle brands. Naz returned to energi PR in 2010 after spending two years with GCI Group. Naz began as a coordinator at Communications MECA – now energi PR – in 2006.

Mylene Menard returns to energi PR as Senior Account Manager. Mylene will be responsible for the agency’s Quebec-based consumer clients and will support the growth of the agency’s beauty and lifestyle business while further developing new opportunities in the Quebec market. Prior to joining energi PR, Mylene spent six years at L’Oreal Canada.

Samantha Sabatini joins energi PR as Jr. Account Coordinator. Sam interned with the agency throughout the summer and has returned for a full-time position. Sam will support all energi PR accounts for both the consumer and healthcare practice.

This promotion and these new hires are only the beginning of great things to come from energi PR. Stay tuned…

@energipr
www.energipr.com
www.facebook.com/energiPR

Ownership change at energi PR, Communications, Digital

Admin — Mon, 17 Oct 2011 12:33:48 +0000

Big news at energi PR…

What began as a new chapter for PR firm Communications MECA when it merged with Toronto-based Palette PR in 2010 to form energi PR, Communications, Digital, has evolved yet again with their buyout late last week of Palette’s partnership interest.

Carol Levine, APR, Fellow CPRS and Esther Buchsbaum, APR, Fellow CPRS, business partners in Communications MECA for twenty years prior to the merger, will continue to build their business under the energi PR, Communications, Digital, brand. Former partner, Palette President Martin Waxman has left to pursue other interests. “The buyout was a business decision that everyone was very pleased with and we wish Martin every success,” stated Carol Levine. “We love what we do and are continually stimulated and challenged by the quantum changes in the practice and the business of PR,” she said.

Stevens Gould Pincus (SGP), the leading management consultancy in the United States dedicated to the public relations firm business sector, provided strategic counsel to energi for the transaction and will continue to advise the firm going forward. “It was SGP’s privilege to provide counsel to Carol and Esther in assessing and finalizing details for this transaction. They are the ultimate PR and business professionals, and we look forward to working with them as they plan for their firm’s successful future,” said SGP partner Mike Muraszko. SGP recently announced the latest PR agency sale transaction it facilitated, the acquisition of Schwartz Communications, the 9th largest independent PR firm in the U.S. with annual revenues approaching $30 million, by Paris-headquartered Publicis Groupe.

“This is a new and exciting day for energi PR,” said Esther Buchsbaum. “This added momentum will allow us to move forward, even more aggressively than before. We will continue to add to our team of the best and the brightest in the business and to grow our roster of blue chip clients. The opportunities are endless,” she concluded.

energi PR, with offices in Toronto and Montreal, provides communications counsel to leading national and multi-national brands in the consumer packaged goods, healthcare and corporate and hospitality sectors. MECA is also a founding member of the Canadian Council of PR firms, the organization that represents Canada’s leading PR consultancies. For more information on energi PR visit www.energipr.com.

For further information:
Lindsay Peterson-Chisholm, APR
Vice-President, energi PR, Communications, Digital
416-425-9143 ext 12
Lindsay.peterson@energipr.com

energi PR boosts its healthcare team: Stephanie Fitch joins Toronto office

Admin — Thu, 09 Jun 2011 14:22:46 +0000

June 9, 2011, TORONTO: energi PR, Communications, Digital is pleased to announce that Stephanie Fitch has joined its Toronto office as an Account Executive with the agency’s healthcare practice.

Stephanie has a solid understanding of the Canadian healthcare communications landscape along with experience in both traditional and social media.

“Healthcare public relations demands a real passion and strong interest in science, medicine, health and wellness, and the payback is the rewarding feeling that comes with working in this space,” said Carol Levine, APR, Fellow CPRS and Managing Partner at energi PR. “Stephanie’s love of healthcare communications as well as her capabilities and experience will bring tremendous value to our practice.”

Stephanie’s contributions at energi PR will focus on strategic planning, program management and execution, research, writing, media relations, promotional campaigns and digital communications.

Stephanie was formerly at Fleishman Hillard, where she worked in the cardiovascular, respiratory and digestive disease-areas for AstraZeneca, Boehringer Ingelheim, Pfizer, Bayer and Abbott Laboratories. She has a Bachelor of Arts from the University of Western Ontario and a post-graduate certificate in Corporate Communications and Public Relations from Fanshawe College in London, Ontario.

ABOUT energi PR
energi PR is a full service, independently-owned firm specializing in public relations, social media/digital and corporate communications. The bilingual agency, with offices in Montreal and Toronto, works with a diverse range of national and multi-national clients including Astellas Pharma Canada, Inc.; P&G Beauty brands – Olay, Herbal Essences, Secret, Venus; Atkins; Visit Orlando; Triton Pharma, ShāToBu; Krown; and Staples Canada. Please visit: http://www.energipr.com.

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For more information:

Lynnette Visaya
416-425-9143 ex 22
lynnette.visaya@energipr.com

energi PR Goes Double Platinum: energi PR wins two Platinum Awards for Publicity and Public Relations

Admin — Fri, 20 May 2011 20:35:05 +0000

May 19, 2011, TORONTO: energi PR, Communications, Digital, is a Platinum winner for two Hermes Creative Awards for the Public Relations and Publicity categories. The awards are for a unique campaign developed by energi for The Powder Room – an awareness program for Canadians with a medical condition called overactive bladder (OAB).

The Powder Room is an interactive online community launched in 2006 for Astellas Pharma Canada, Inc. The site celebrates its fifth anniversary this year.

“Each year, we’ve developed creative ways to exceed the primary objective of the Powder Room program: to raise awareness and understanding of overactive bladder in Canada, and encourage sufferers to speak to their physicians about it,” says Lindsay Peterson, APR, Vice-President, energi PR.

The award-winning program is a result of the media and consumer interest energi PR leveraged around the Vancouver 2010 Olympic Games. The agency worked with British Columbia tourism organizations and visitors to the province to compile a list of public restrooms along Highway 99, the Sea to Skyway route from Vancouver to Whistler. energi’s Cross Canada Powder Room Map uses Google mapping technology to plot public restrooms with a view to provide “relief” to travelers and commuters.

“Our client, Astellas Pharma Canada, values and supports innovative thinking and interactive initiatives that engage sufferers and promote health and wellness,” says Carol Levine APR, FCPRS, Managing Partner, energi PR. “This campaign is an example of how we can create a sustainable and proprietary public education program and help take a relatively unknown medical condition mainstream.”

ABOUT Hermes Creative Awards
Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, and emerging technologies. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies, web-based innovators and freelancers. Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals.

ABOUT energi PR
energi PR is a full service, independently-owned firm specializing in public relations, social media/digital and corporate communications. The bilingual agency, with offices in Montreal and Toronto, works with a diverse range of national and multi-national clients including Astellas Pharma Canada, Inc.; P&G Beauty brands – Olay, Herbal Essences, Secret, Venus; Atkins; Visit Orlando; St. Maarten; ShāToBu; Krown; and Staples Canada. Please visit: http://www.energipr.com.

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For more information:

Lynnette Visaya
416-425-9143 ex 22
lynnette.visaya@energipr.com

Energi PR wins GOLD at the Canadian Public Relations Society Toronto ACE Awards Gala: Best media relations campaign under 50K

Admin — Tue, 03 May 2011 16:39:39 +0000

May 3, 2011, TORONTO: energi PR, Communications, Digital received a gold award for ‘Best Media Relations Campaign Under $50K’ from the Canadian Public Relations Society Toronto at the 2011 ACE Awards. energi developed the unique campaign for the Powder Room – an awareness program for Canadians with overactive bladder, a condition that affects 12 to 18 per cent of Canadians.

The Powder Room, www.powderroom.ca, is an interactive online community launched in 2006 for Astellas Pharma Canada, Inc. – a long-standing client of energi PR. The program celebrates its fifth anniversary this year and is a pioneer in digital/social community-building.

“Each year, we’re challenged to develop creative ways to exceed the main objective of the Powder Room program: to raise awareness and understanding of overactive bladder in Canada and to encourage sufferers to speak to their physicians about it,” says Lindsay Peterson, APR, Vice-President, energi PR.

The winning campaign came as a result of the media and consumer interest energi PR leveraged around the Vancouver 2010 Olympic Games. The account team worked with British Columbia tourism organizations to compile a list of public restrooms along Highway 99 with a view to providing “relief” to the thousands of travelers driving from Vancouver to Whistler. The agency created a custom map to the website that identified the best “powder rooms” along the Sea-to-Sky highway during the games.

“Our client values and supports innovative thinking and interactive initiatives in health promotion,” says Carol Levine APR, FCPRS Managing Partner at energi PR. “This campaign showcases how our creativity with proprietary consumer health programs can yield exceptional results for years post-launch.”

ABOUT CPRS ACE Awards
The CPRS ACE (Achieving Communications Excellence) Awards recognize creativity and excellence in public relations for Toronto and the surrounding areas. Each year awards are presented to entrants from corporate, agency, not-for-profit and government sectors, who have submitted entries demonstrating excellence in strategic communications.

ABOUT energi PR
energi PR is a full service, privately-owned firm specializing in public relations, social media/digital and corporate communications. The bilingual agency with offices in Montreal and Toronto, works with a diverse clientele of national and multi-national clients including Astellas Pharma Canada, Inc.; Visit Orlando; St. Maarten; P&G Beauty brands – Olay, Herbal Essences, Secret, Venus; Atkins; ShāToBu; Krown; and Staples Canada.

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For more information:

Lindsay Peterson APR
416-425-9143 ex 12
lindsay.peterson@energipr.com

No dispute: DAS Canada, the country’s premier provider of legal expense insurance, selects energi PR as its public relations agency

Admin — Wed, 23 Mar 2011 18:32:30 +0000

Toronto/Montreal, March 23, 2011— Legal expense insurance (LEI) covers costs associated with pursuing and defending legal rights following an unforeseen event. As Canada’s newest insurance provider, DAS Canada is looking to build awareness for its brand as well as educating Canadians on LEI, the unique form of protection the company is offering in Canada. And to do that, DAS hired energi PR as its Canadian PR and social media agency.

“Most people don’t realize the costs involved in legal representation,” says Martin Waxman, APR, managing partner at energi PR. “It’s our job to explain and demonstrate the benefits and value of legal expense insurance and how it helps Canadians. We’re thrilled to be working with a company with such a long and respected international history as DAS.”

“Introducing and marketing our brand is a two-fold challenge,” says Barbara Haynes, CEO of DAS Canada. “We’re creating awareness for both our company and a new category. We have many wonderful stories and we’re relying on energi’s talent and expertise in traditional and social channels to help us tell them.”

About DAS Canada

DAS Legal Protection Insurance Company Limited (DAS Canada) is a subsidiary of DAS Group, a global leader in the ten billion dollar legal expense insurance market. DAS Group is based in Germany and is a subsidiary of ERGO, Munich Re’s primary insurer in Europe and Asia. DAS Canada is committed to bringing a fresh, modern approach to the marketplace, combining a forward-thinking attitude with almost a century of expertise. A full-service specialist in legal expense insurance, DAS Canada offers access to affordable justice for individuals, groups and small and mid-sized businesses. Policies are currently available in Ontario, Alberta and British Columbia, and will eventually be available nation-wide. For more information, please visit www.das.ca.

About energi PR

energi PR is a full service, privately-owned firm specializing in public relations, social media/digital and corporate communications. With offices in Montreal and Toronto, the bilingual agency works with national and multi-national clients including Astellas Pharma Canada, Inc.; P&G Beauty brands – Olay, Herbal Essences, Secret, Venus; Visit Orlando; St. Maarten; Atkins; Ingenico; ShāToBu and Staples Canada.

energi PR’s three founding partners, Esther Buchsbaum, APR, FCPRS, Carol Levine, APR, FCPRS and Martin Waxman, APR, are industry leaders and strategic counselors with a proven track record and wide-ranging experience. Carol Levine is currently Chair of the Canadian Council of Public Relations Firms; Esther Buchsbaum is Chair of the Canadian Public Relations Society’s National Advocacy Committee; and Martin Waxman, a blogger and host of the Inside PR Podcast, is CPRS Toronto President and the Canadian board representative for PRSA’s Counselors Academy. Currently, five APRs are part of the larger energi team. Please visit www.energipr.com. -30-

energi PR begins 2011 with a one… two… three

Admin — Tue, 04 Jan 2011 14:36:02 +0000

Agency adds new talent to the Toronto team

Toronto, January 4, 2011 — energi PR is pleased to announce the appointment of Naz Araghian as senior account manager, Lynnette Visaya as senior account executive and Jonathan MacIndoe as account coordinator for the Toronto office.

Naz is not new to the energi PR team; she began her agency career at Communications MECA, one of the founding agencies. Before returning, Naz was senior consultant at a national PR agency in Toronto and through her experience, she brings a strategic approach, great ideas and strong media relations. She will lead the national teams for several of the agency’s major beauty, consumer lifestyle and healthcare accounts.

“Naz’s track record and her extensive skill set managing teams in both consumer and healthcare make her a valuable addition to energi,” says Martin Waxman, APR, managing partner, energi PR.

Prior to joining energi PR, Lynnette worked at ING DIRECT Canada, as an instrumental member of its in-house public relations team. Her diverse background also includes working in government relations, entertainment, and technology sectors.

Jonathan’s experience at a Toronto-based international children’s rights charity gave him the opportunity to work with Nobel Laureates and leaders in social responsibility, and participate in two school building trips to Kenya’s Maasai Mara.

“Naz, Lynnette and Jonathan all bring their talents, enthusiasm and dedication to our Toronto team as the agency continues to grow,” says Waxman.

energi PR is a full service, privately-owned firm specializing in public relations, social media/digital and corporate communications. The bilingual agency, with offices in Montreal and Toronto, works with a diverse roster of national and multi-national clients including Astellas Pharma Canada, Inc.; Orlando/Orange Country CVB; Sint Maarten; P&G Beauty – Olay, Herbal Essences, Secret, Venus; Larabar; Atkins; and Staples Canada.

energi PR’s three founding partners, Esther Buchsbaum APR, FCPRS, Carol Levine APR, FCPRS and Martin Waxman APR, are industry leaders and strategic counsellors with a proven track record and wide-ranging sector experience. Carol Levine is currently Chair of the Canadian Council of Public Relations Firms; Esther Buchsbaum is Chair of the Canadian Public Relations Society’s national advocacy committee; and Martin Waxman, a blogger and host of the Inside PR Podcast, is CPRS Toronto President and the Canadian board representative for PRSA’s Counselors Academy. Currently, five APRs are part of the larger energi team. To learn more, please visit www.energipr.com.

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Media contact:

Lynnette Visaya

energi PR

lynnette.visaya@energipr.com

416-425-9143 ex 22