Cultivating Online Connection Takes Intelligence

Yesterday, WHO declared the epidemic of loneliness a global health priority and launched a new Commission to help people deepen their social connections. But to foster new social connections – to meet others that you have any interest in starting or maintaining any level of relationship with – requires you to first meet them.

And that’s easier said than done.

Our new Citizen Connections Report, launched just this month, shows that people across the globe have become much more thoughtful about who they spend time with (74% said they think more about who they spend time since the pandemic), limiting their chances of making those impromptu connections. Polarization has made us lose friends (nearly 30% are less likely to talk about anything controversial), so even those that could help grow our social bubbles are susceptible to being socially pruned because of where we are in society today. When we do take the leap to engage with new folks online – whether it’s with the random egg avatar on X or the interesting username on Twitch – only 12% of us trust who we’re talking to. And this ends up affecting brands who’re trying to break into the online space.

Like I said, making social connections is hard.

So we need to make it easier.

While in-person connection is indisputably desired, we need to move on from the “online versus offline” debate as there are clearly unique benefits to both. Our Connections Report clearly shows that online communities are one way to make socially connecting easier.

How? When asked to cite benefits of being part of an online community, respondents said:

  • Can be very specific to my interest
  • Focused on having fun
  • People are just like me

Online communities have the benefits that can help address some of the issues impacting people’s ability to connect with new people. People are way more thoughtful about who they want to spend time around and online communities being filled with people who are just like them and are focused on having fun can be seen as reasons to participate. These benefits also combat the fears and consequences people are facing because of polarization. And when it comes to the issue of trust online – online communities are largely a place where people are bonding over like interests, so there grows a basis of comfort because of that initial relationship building.

Given the role online communities can play, brands should make a concerted effort in developing and supporting their own online communities. But in order for brands to be able to do it strategically and successfully, it will require some extensive intelligence gathering. Why? Before brands can build and manage their online community they need to understand what they are getting into.

Two of the most important things, call it homework, that brands need to do through intelligence gathering before building online communities of their own is to 1) dig deep into understanding their audience culturally, and 2) investigate the relationships and truths that exist between the brand and category and their audience.

Understanding the audience: In order for brands to build online communities it’s imperative to do the work in understanding how their audience operates culturally. Although your audience may purchase and support your brand they exist as a consumer and as a citizen above and beyond the interactions with your brand. It’s important to understand their interests, attitudes, and opinions at large. Once understanding your audience on a more cultural and psychographic level this gives you the ability to identify possible segments within your audience to help you strategically decide how you want to focus and or curate these online community spaces and experiences.

Understanding the relationship: In order for brands to build online communities it’s imperative for brands to acknowledge the good, the bad, and the ugly of how their audience sees and engages with their brand & category. Without this level of intelligence work, without this transparent look inside, it will be difficult for brands to develop the type of community and participate in it as a brand in a relevant but more important – authentic and credible way.

Citizen’s new “Conversational Intelligence” offering is perfectly suited to lead and execute this level of work for brands globally. Our mix of first, second, and third party data sources allow us to paint a clear picture of brand audiences through a cultural lens as well as allow us to present an accurate and insightful read on how a brand’s audience perceives and talks about that brand and its overall product category.

If you want to learn more about Conversational Intelligence or the 2023 Citizen Connections Report, reach out today!

Citizen Wins Big At Industry Shows

Award season has lasted all year for Citizen and the most recent shows attended were no different. Citizen saw tremendous success at The ADCC Award and The Canadian Marketing Awards. Each show is an industry standout in their own right, Citizen is honored to be recognized by the judges and peers.

The ADCC Awards 

Known for championing Canadian advertising and design, The ADCC Awards honor creative excellence each year. While the awards honor work completed in Canada, the judges hail from all over the world to ensure a high standard. Citizen won across the following categories:

1 Gold Award

4 Silver Awards

  • Public Service Non-Traditional for ReclaimYourName.dic
  • Direct Digital and Online for ReclaimYourName.dic
  • Interactive Branded Utility for ReclaimYourName.dic
  • Creative Effectiveness in Advertising for Cheetle in Cheadle

1 Bronze

  • PR Campaign for ReclaimYourName.dic
The Canadian Marketing Awards 

The Canadian Marketing Association gathered on November 10th to award the best marketing campaigns in Canada over the last year. Leaders from across the industry were present to celebrate the achievements of agencies and brands alike. Citizen snagged trophies for the following:

3 Gold

  • Public Relations for Cheetle in Cheadle
  • Public Relations for Talk Money to Me
  • Environics Analytics Data Driven Marketing Award for ReclaimYourName.dic

4 Silver

  • Social Causes- Engagement for ReclaimYourName.dic
  • Food + Beverage- Business/Brand Impact for Cheetle in Cheadle
  • Food + Beverage- Engagement for Cheetle in Cheadle
  • Food + Beverage- Customer Experience for Cheetlen in Cheadle

1 Bronze

  • Financial- Innovative Media for Talk Money to Me

Citizen Relations Takes D.C. at PRovoke’s Global Summit

The PR industry headed to Washington D.C. last week for PRovoke Media’s Global Summit and Citizen was there for all the action. The 3 day conference hosted a series of conversations and panel discussions for senior leaders in Public Relations to explore the most pressing issues of today and their effects on the industry. Citizen was not only part of three different conversations on stage, they took home some well-earned hardware at the Global SABRE awards.

Jenn Duggan, President Ontario & West took the stage first. Moderated by session sponsor Davis + Gilbert, she joined leaders from PAN Communications and Highwire PR to discuss Best Practices to Attract and Retain Today’s Talent. “You’re not just an employee, you show up as your whole self to work – so whether that means supporting DEI needs or those of a young parent, agencies have to be flexible to suit varying and diverse needs.”, Jenn shared on the subject.

Fresh off the launch of the first annual Citizen Connections Report, Citizen’s SVP of Strategy, Lindsay Page, sat down with Susan McPherson, CEO McPherson Strategies and author of “The Lost Art of Connecting”, to explore the key findings of the report and the tremendous opportunity brands have to combat today’s “Connection Deficit”.

Finally, Citizen’s Stephanie Lett-Dawkins, named PRovoke’s North American Young Changemaker for 2023, joined fellow changemakers from the UK and Australia to discuss retaining diverse talent and deconstructing the use of the term BIPOC. When discussing DEI training and mentorship opportunities, Stephanie commented on the support she’s received at Citizen to help meaningfully move her career forward.

Before heading home, Citizen had much to celebrate at the Global SABREs awards; not only did Lett-Dawkins cross the stage to accept her Young Changemakers award, two Citizen campaigns landed on PRovoke’s list of Top 40 global campaigns of the year list. Both “Cheetle in Cheadle” and ReclaimYourName.dic received this honor, beating out over 5,000 global campaigns submitted for consideration. Chief Creative Officer Josh Budd and SVP Lindsay Page accepted the award on behalf of Citizen’s talented creative, strategy and PR teams.

Thank you to the teams at PRovoke Media for such a memorable opportunity to connect with so many leaders from across the globe  – see you next in New York!

Citizen’s 2023 Connections Report Launches Today

New York, N.Y. (November 6, 2023): Today, Citizen launches its inaugural Connections Report – the company’s deep dive into social connection today.

Over the past few years, a crisis of connection has become evident around the world. This year, the US Surgeon General announced the “epidemic of loneliness” to be more fatal than smoking or obesity. The UK’s Minister of Loneliness – a position created in 2018 – has called this crisis “one of the greatest public health challenges today.” And in Canada, Mount Sinai Hospital cites 45,000 deaths a year to loneliness.

“As an agency with a mission to make every conversation count, we see conversation as a catalyst for connection. The Marketing Communications industry is uniquely positioned to combat the connection crisis – but first we have to understand what’s driving it”, says Nick Cowling, Global CEO of Citizen Relations.

Citizen got curious about what social connection looks like today – what has changed in the last few years? How do people choose to connect – and with who? In June 2023, the agency surveyed over 3000 respondents from across North America and the UK to find out. The data revealed that while people almost universally desire more connection than they’re getting today – they’re held back. This “Connection Deficit,” as Citizen calls it,  is driven by a multitude of factors, mainly:

  1. We’ve deliberately shrunk our social circles
  2. It’s not about online vs. offline – we need both 
  3. Mental health is the biggest barrier

Citizen’s Connections Report reveals the way people connect with each other, with themselves and with society – and the new mandate for brands to tackle social connection today.

Click here to learn more and read the full report.

Citizen Takes GOLD For Strategy PR AOY & PR Campaign of the Year

It was a historic night for Citizen at Strategy Magazine’s 2023 Agency of the Year Gala in Toronto.

Known as Canada’s most prestigious awards show, the AOY Awards celebrates the best of the best in excellence, creativity, and impact across creative, digital, PR, media and design agencies. Citizen took home Gold for the PR Agency of the Year from the field of 11 shortlisted agencies, and paired the agency of the year accolade with one for PR Campaign of the year for their work with PepsiCo Canada,  “Cheetle in Cheadle”.

“It has been an all around incredible year for Citizen and these awards are a reflection of all the passion and talent our teams and clients bring to the work every single day,” said Jenn Duggan, President of Canada (Ontario & West) at Citizen. “These wins just fuel us to keep the momentum going.”

These coveted wins come after an action-packed year of international accolades for Canadian work with wins from such award shows as The Clios, Webbys, The One Show, LIAs, PRWeek Global and the Cannes International Festival of Creativity.

Citizen’s First Annual Value Awards, “The Mods” – 2023 WINNERS

Earlier this year, Citizen Relations announced their first annual value awards, The Mods, celebrating Citizens who live by the company’s three values:

  1. Set The Standard
  2. Champion Equity
  3. Do What’s Right

Off the back of the company’s rebrand a year ago, Citizen’s focus was to build a global community embodying the values of the modern Citizen. With offices across the globe, it was important to celebrate the Citizens who bring these values to life, not just by talking the talk but by walking the walk. Those who truly live and breathe these values – in their work and with their peers – were nominated by their fellow Citizens, who then shortlisted and scored by a judging committee to land on four winners for 2023. Each winner wins the coveted prize of a trip to a Citizen office of their choosing.

Let’s meet our 2023 winners:

1. Annie Robitaille, Account Manager – Montreal

Annie has been with Citoyen for over 2 years and when it comes to Citizen’s values, she says, “Doing what’s right deeply resonates with me because it means making decisions based on integrity and staying true to yourself and your colleagues.”

2. Paige Caldeira, Senior Account Manager – London

A Citizen since the past 2+ years, Paige  says she  has “a real appetite for Citizen to be at the forefront of change and [she] really wants to make sure everyone is aligned on that journey.”

3. Graham Campbell, Associate Account Director, Experiential – Toronto

Graham is a boomerang-er, a Citizen who left and then returned. Back with Citizen for nearly 4 years, Graham believes “We truly have something magical here. there is genuine love and care in this agency, and that is so hard to come by.”

4. Jordan Hernandez, Associate Director, Content Marketing – New York City

Within a year of being at Citizen, Jordan quickly embraced the Citizen values. She says, “To champion equity we have to be unafraid and unapologetic on when and what we speak on.”

A huge congratulations to all!

Citizen Wins Big at London International Awards

Citizen Relations won big at the London International Awards last week. The only award to be fully owned and operated by women, the creative awards festival celebrates the best creative ideas, executions and processes and is one of the most coveted and distinguished creative awards in the marketing and communications industry.

Citizen’s ReclaimYourName.dic campaign, with Elimin8Hate, took home three awards – 2 silvers and 1 bronze:

  • Community & Government Transformation: Sustainable Government & Community – Silver
  • Data Collection & Research – Silver
  • Creative Use of Data – Bronze

The campaign, which set out to normalize Asian identity and names through a custom dictionary of 8,000 Asian names, has been winning accolades throughout the industry. Wins at the PRWeek Global Awards, Fast Company, Innovation SABRES, Webby’s, PRWeek Purpose Awards are just a few of the feathers on the cap. The biggest accolade was Microsoft’s decision to incorporate the plug-in into their own MS Word software update.

A huge congratulations to the team for a campaign that continues to make an impact around the world.

Citizen Takes Home Ultimate Prize at PRWeek Purpose Awards

Last week Citizen Relations packed up several trophies to take home after the 2023 PRWeek Purpose Awards in Chicago. In a world with consumers concerned about a brand’s good business practices and brand leaders concerned about profitability, it can sometimes be difficult to execute on campaigns that show success in both areas. The PRWeek Purpose Awards highlight campaigns that skillfully navigate this balance.

As an agency who aims to live by its values of setting the standard, championing equity, and doing what’s right, Citizen is honored and humbled at having work recognized in this space. Citizen’s work with non-profit organization, Elimin8Hate, on the ReclaimYourName.dic campaign took home three awards, including the award for the Most Purposeful Campaign – an award that recognizes the best in show.

The campaign set out to combat bias towards Asian names and normalize Asian identity through creating a custom dictionary of 8,000 names in the most commonly used digital word processor, MS Word. On the heels of huge industry wins such as PRWeek Global Awards, Innovation SABRES, Fast Company World Changing Ideas, The Webby’s, just to name a few,  being recognized for the impactful and purposeful nature of this campaign from this organization is an incredible distinction.

The campaign was awarded wins in the categories of:

  • Best Diversity, Equity, or Inclusion Campaign
  • Best Impact and Outcomes
  • Most Purposeful Campaign

And was further nominated in the categories of:

  • Best Use of Technology
  • Best Use of Creativity

Hitting Pause on the Digital World–A LinkedIn Live Panel

Being a ‘social influencer’ is a relatively new concept and option for a full-time job. Today, millions of creators online have added ‘influencer’ to their resume. However, according to a recent report from Business Insider, nearly half of all influencers report their work negatively impacts their mental health and 4 out of 5 experience feelings of burnout. In a time where information is available all seconds of the day, Citizen Relations’ Managing Deputy UK and Well-Being Committee Lead, Jules Day, and Senior Account Manager and EDI Committee Lead, Paige Caldiera, hosted a panel on “hitting pause” from the digital world.

Shared on World Mental Health Day, the LinkedIn Live panel discussed the importance of a break in the digital world, even for those who make a living as an influencer. Willow Faith (Canada), Natasha Devon (UK), Samantha Leal (US), and Brittany Krystantos (Canada), shared their experience as creators, speakers, and influencers and how they each take on self and mental health care. From the need for rest, how to shut everything off (but still be relevant), and how to appropriately address social issues, this panel was a riveting conversation on how to engage with social media, but avoid the burn out.

Filled with empowering reading recommendations, professional resources, and unforgettable anecdotes to help encourage hitting pause when we can, we encourage you to head over to our LinkedIn Page to watch the full interview when you are ready (before or after hitting pause).

Here is a full list of resources and reading material shared during the session. Please use these links to help take care of yourself and do not hesitate to seek professional support as needed.

Panelists: 

Natasha Devon 

Brittany Krystantos 

Samantha Leal 

Willow Faith 

Resources: 

The Nap Ministry 

WWW.NATASHADEVON.COM/MENTAL-HEALTH-MEDIA-CHARTER

WWW.MHFAENGLAND.ORG

WWW.MENTALHEALTHFIRSTAID.ORG

WWW.MHFA.CA

WWW.CMHA.CA

WWW.FINDAHELPLINE.COM

WWW.COASTMENTALHEALTH.COM

Samantha’s Newsletter on Rest

Reading Material: 

Rest is Resistance: A Manifesto by Tricia Hersey 

Doppelganger by Naomi Klein 

The Perfection Trap by Thomas Curran

Laziness Does Not Exist by Devon Price 

The Kindness Method by Shahroo Izadi 

The Art Of Managing Expectations

I’ve accumulated over twelve years of experience in the PR industry, working with a diverse range of clients across various fields and industries. And in this time I’ve become well-acquainted with the intricacies of the job – from basic tasks to those demanding more advanced skills and strategic thinking. I’ve gained a profound comprehension of the PR landscape and what it entails. But when I sat down to share my perspective on stakeholder management, I had to take a moment to remember how it actually works. The reason is simple: stakeholder management is a skill no one can really teach you; you hone it over time.

As you progress in the realm of agencies, you’ll find yourself collaborating with an array of colleagues and clients. This immersive experience accelerates your personal growth, forcing you to learn about yourself and how to navigate diverse personalities (and temperaments!) and working methods. This undoubtedly nurtures your self-assurance and adeptness. You learn to infuse your own personal touch into work that’s influenced by your values and what you’ve learned along the way. Eventually, it evolves into intuition – a second-nature – seamlessly integrated into your daily tasks. Yet, this skill remains adaptable, continually expanding to accommodate novel personalities, generations and more. Here are some important lessons I’ve learnt in my own journey on the art of managing internal and external stakeholders.

1. Flexibility

Not all clients are the same nor do all internal teams work the same way. When dealing with stakeholders, it’s crucial to recognize that each one operates differently. Embracing their working styles, processes, expectations (and sometimes, even their moods) can help bridge gaps and foster a smoother collaboration. Accommodating clients’ communication preferences, whether they prefer emails, phone or chat, could be a good starting point. Another good way to show flexibility is in the way we build our client presentations or develop our collaborative tools. Clients don’t always share the same expertise, background, or experience which means we need to be mindful of the PR jargon we use or ensure it is gradually introduced to our clients so they have a foundational understanding of the terminology associated with what we do.

Flexibility also resides in adapting your leadership style to provide the appropriate level of autonomy and guidance. For instance, some team members may thrive with minimal supervision, while others require more guidance and support. It can seem challenging, but try to tailor your leadership style to specific accounts or team members and recognize when to be more directive or supportive. Allowing for flexibility in adjusting your team’s timelines and goals or delegating tasks and responsibilities based on your team members’ strengths and interests could also be great examples of flexibility. But most importantly, do frequent touchpoints with each one of them to make sure you continuously test and optimize your ways of working.

2. Relationship Building

Building robust relationships with clients, your own internal teams or other stakeholders is essential for long-term success. A positive relationship nurtures open communication, trust and a sense of partnership. This can lead to improved collaboration, swifter resolution of challenges and a greater willingness to support each other and go the extra mile. Some things I try to do as much as possible is to personalize my interactions with my team and my clients – I try to find common interests (restaurants, hobbies, travel) so we can engage in some small talk at the beginning of our calls and start to build a relationship in a genuine way. When you feel like you’re being pulled in both directions or stuck between a rock and a hard place, having a good relationship with your team, client or vendor can definitely help with those tough conversations, because they’ll know it comes from a good place.

BUT a very important caveat: you have to accept that it’s okay if you don’t have an amazing or easy working relationship with everybody. You don’t have to be personal with everyone either! Just stay authentic, be accessible, keep clients informed about project progress or potential challenges. As long as you keep things professional and keep the communication channels open, you’re doing a great job!

3. Transparency & Open Communication

We can all agree, transparency is the foundation of any healthy relationship. And it’s no different with stakeholders either! Try to be open about your organization’s goals, your expectations and limitations and share constant feedback with your teams and clients; this will automatically set the stage for clear understanding and open communication, and everyone will know where you stand. Furthermore, actively seek client feedback, listen to their suggestions, and be willing to make improvements based on their insights. This not only demonstrates flexibility, but also shows your commitment to client satisfaction.

I’m a strong believer in including all team members in all spheres and processes of our work. Whether in discussions, brainstorming sessions, meetings or problem-solving discussions, having the junior team involved is a great way to show them how much you acknowledge their expertise and value their input. Plus, let’s be real, two (or more) heads are better than one! Share information about changes in strategy, requirements, or potential challenges so you can all align your collective efforts and plan accordingly.  When you have your entire team in the driver’s seat with you, there’s a greater sense of shared ownership and that’s how everyone learns. Your team members will see the mutual benefits – they will know they’re valued, their contributions are integral to the team’s success and, hence,  be more likely to invest in the relationship you both have and go beyond the basic working requirements.

4. Tap Into Your Team’s Expertise

We may be experts in our field or become connoisseurs of our client’s business, but there are certain things that we don’t know – whether your client wants to explore new ways of measuring success or expand a certain side of their business, it is essential to tap into your team’s expertise to onboard additional experts that can help you in delivering successful results for your clients and your team.

The beauty at Citizen is that we have a wide range of experts we can count on. From EDI, to digital gurus, to creative minds and so on, leveraging the power of our international network has been critical for many of our clients who were looking for a truly integrated service. It’s also true for some of them who wanted to develop their business in different markets as they needed a fully bilingual team with boots on the ground to understand the language and cultural nuances.

It’s fantastic when great minds come together, but it can definitely feel like a crowd. As the account lead, ensure you foster a culture where collaboration and knowledge sharing are encouraged. Assign clear roles and responsibilities and make sure you all align on common goals and objectives as a team. And remember that at the end of the day, it all comes down to flexibility, relationship building, transparency, open communication and tapping into your team’s expertise. By following these basic principles, you’ll find yourself in a great place to foster productive and successful collaborations that will contribute to your organization’s – and your own – success!

 

About The Author: 

Audrey Ann Laurin has more than twelve years of communications and marketing experience in a PR and ad agency environment, much of it in the fields of consumer goods, technology, lifestyle, and beauty. As a Director, she knows how to make the most of her knowledge and uses her passion to make her clients shine on the national stage.

Creative and determined, Audrey Ann is known for her attentiveness to detail and her ability to lead teams and accounts effectively to achieve the best results for her clients. Over the course of her career, she has honed her abilities in strategic planning, corporate and marketing communications, executive positioning and c-suite profiling, media and influencer relations, crisis management, event planning and social media management. Her energy, leadership, and listening skills make her a valued resource for both her colleagues and her clients. She is constantly on the lookout for the latest trends and the best ways to integrate them into her campaigns.