Worth noting, many elements can reflect broader Canadian trends, as Québec's trajectory often also illustrates practices observed across Canada. And at the dawn of the new millennium, many shifts were palpable in Québec. Like these ones:

• Formerly a male-dominated specialty, women had become the main PR representatives; with income equity finally achieved, a more assertive role and career advancement now possible.
• Knowledge of PR code of ethics had also hit a major surge as only 10% of professionals were claiming to have no knowledge of their profession's code, as opposed to a substantial difference of nearly 60% ten years earlier. And, most importantly, the vast majority were clearly underlining the importance they attached to ethical concerns in their daily practice.
• As well, professionals would easily showcase their skills and values by leveraging information and communication sciences, continuous improvement and measurable processes, thereby unmasking untrained people who usurped the credibility of PR.
• A major step has also been taken as issues management, crisis communications and government relations have become professional priorities.
• What's more, public relations was gradually establishing itself as a strategic function within organisations, marking an important shift in the recognition of the central role of communications in helping organisations communicate in the public arena.
• But sustainable development and CSR were still far from their minds. And only a tiny proportion knew how to identify their roles and even recognize their relevance to their communications responsibilities, underlining the major gaps they would need to fill.
• In other respects, the brand-new bachelor's degrees in PR − finally offered in Montréal and Québec cities after many years of waiting − had fulfilled their promise as young graduates, trained in the most innovative trends, arrived in force, confident and ambitious.

A world of information to explore for educators, researchers, students, and of course, PR professionals. To recall key changes and better envision the future, firmly anchored in concrete foundations.

To consult its pages, a simple click is needed at the end of the analysis Les relations publiques au début du nouveau millénaire – Une pratique en route vers son avenir, which took an in-depth look at this key period in 2020.

Some highlights are also available in English ► The State of Public Relations in Québec − Highlights.

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This research benefited from the support and participation of all the Québec associations − Société québécoise des professionnels(le)s en relations publiques (then known as SRQ), IABC QC, Association des communicateurs municipaux du Québec, Alliance des cabinets de relations publiques du Québec, Forum des responsables de communication du gouvernement du Québec − major allies for professionals who were able to better define their priorities.

Building this first major reference on the practice of PR in Québec with Danielle Maisonneuve, then founding holder of the newly created Chair in public relations (2001) and our late colleague, André A. Lafrance, was a true privilege. Such wonderful memories.

Our thanks once again to UQAM for its support throughout this long process, and to all our colleagues over the years. Sustained links between professional and academic communities are a major strength to be nurtured. This period eloquently testifies to this. Warmest greetings to all those who contribute to this vitality.

 

Solange Tremblay

June 2024