"Trust me, I’m in PR": Trust, relationships & the profession in Canada

Abstract

Trust me, I’m in PR is based on the findings of a unique survey conducted in 2020 by the Canadian Public Relations Society (CPRS) in partnership with Leger, one of Canada’s leading market research firms. While many professional organizations and academic institutions conduct research on public relations professionals, few, if any, seek to gain insights from the public.

This research helped to establish a benchmark of public perception of public relations in Canada and better understand where Canadians and public relations professionals agree and where they differ, and how public relations is perceived by the public. The survey also set out to test the value of the work the CPRS carries out in advocating for accreditation, professional development and overseeing ethical standards. And finally, it provided CPRS with the ability to measure the results of our advocacy and communications efforts going forward.