Agency campaign selected among best PR campaigns of the year

TORONTO, April 26, 2012―The Canadian Public Relations Society Toronto (CPRS Toronto) today announced that Broad Reach Communications has won a prestigious Achieving Communications Excellence (ACE) Award in the “Best Use of Media Relations” category for its “Creating Eminence for Deloitte Canada by Leveraging its 2011 Technology, Media & Telecommunications Predictions” media relations campaign.

The annual CPRS Toronto ACE Awards recognize creativity, innovation and outstanding results in the Toronto PR community. Award winners are selected by a distinguished panel of judges made up of senior public relations practitioners from the agency, corporate, academic and government sectors in Toronto. This year’s gala was held at the Bram & Bluma Appel Salon in Toronto and was attended by hundreds of the city’s leading PR professionals

“The winning campaigns this year are of the highest calibre,” says Vincent Power, president, CPRS Toronto. “After passing through a highly competitive judging process, we truly feel that this year’s ACE Award winners reflect the best of the best in public relations.”

In late 2010, Broad Reach was tasked with developing and executing a national Canadian media relations program on behalf of Deloitte Canada for its 2011 Technology, Media & Telecommunications (TMT) Predictions report ─ an annual series of insights showcasing the emerging global TMT trends expected to significantly affect businesses and consumers in the coming year. To achieve program objectives, Broad Reach conducted extensive media outreach on the program’s global launch date across print, radio, TV and online media in key markets across the country. Broad Reach was also tasked with generating a second round of coverage while co-ordinating a cross-Canada regional media tour over two weeks following the launch. Tailored media materials and strategic outreach helped ignite a national discussion around emerging TMT trends, featuring Deloitte’s Predictions and showcasing its spokespeople prominently and positively in stories.

Media coverage exceeded all campaign goals and expectations, creating an unprecedented volume and quality of media coverage for the program and for Deloitte Canada: more than 128.5 million audience impressions were generated by 210 on-message stories, of which 95% were featured in top-tier media across print, radio, TV and online outlets. High-profile media stories appeared nationally and regionally, with all coverage highlighting Deloitte’s eminence in this area and building its profile among key stakeholder groups across the country.

“I’m thrilled that our team has won another prestigious PR award for Deloitte’s TMT Predictions,” explains Andrea Lekushoff, President, Broad Reach Communications. “This award is a testament to our unique business model of only working with seasoned senior practitioners. It also demonstrates that when talented and experienced practitioners have the opportunity to work in a flexible and supportive work environment, they can produce outstanding results.”

About the Canadian Public Relations Society Toronto

The Canadian Public Relations Society (CPRS) is a national organization that represents the profession of public relations through the establishment and maintenance of high professional, educational and ethical standards. CPRS Toronto was formed in 1948 and is one of the largest of 16 local member societies within the national Canadian Public Relations Society. The Toronto society represents more than 335 public relations professionals from agencies, corporations, government, non-profit groups and other Toronto-based organizations, and nearly 250 students from colleges and universities. Visit for more information.