[By Lindsay Butt]

Sheridan PRCC students recently attended ‘Passport to PR’, an event hosted by CPRS Toronto. Students got an inside scoop on the best businesses in communications. Keep reading to find out what it’s like to work at Maple Leaf Sports Entertainment Ltd (MLSE), Liquor Control Board of Ontario (LCBO), and Weber Shandwick.

1. MLSE
MLSE is responsible for representing the Toronto Maple Leafs (NHL), the Toronto Raptors (NBA), Toronto FC (MLS), as well as music and entertainment events. The communications team at MLSE are full of energy, but they also know when it’s crunch time. Whether it’s pitching to the media or dealing with media relations, working at MLSE is not a nine-to-five job. Their days consist of scheduling interviews with players, holding press conferences, travelling on the road for away games and more. This team eats, breathes, and sleeps sports!

2. LCBO
The communications team at the LCBO is a small group, with backgrounds in journalism and videography. Although they work for a government enterprise, the team still gets to be creative. They are proud of their corporate social responsibility and like to implement it in their work. They have recently changed their holiday slogan from “Deflate the Elephant”, to “Always taking care”. This holiday season, they are trying to send the message to the public that it’s okay to drink a delicious cocktail that doesn’t have any alcohol in it.

3. Weber Shandwick
Weber Shandwick is one of the leading communications and engagement firms, with offices in 34 countries. The firm is divided into different departments: strategists, analysts, producers, designers, and more. Some of their recent clients have been McDonald’s, McCormick & Company, and Ovarian Cancer Canada. They believe working in a team setting is the best, and their office is full of creativity. They also love to hire interns who have the willingness to learn and get their hands dirty!

The next CPRS event will be held on November 30th, 2016. 

(Photo owned by Vivian Sadeh)

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