Where I’ve Been/New Directions

Hi world!

I’m afraid its been too long – and I only have myself to blame for that! It has been a busy summer thus far as I work my way through a fabulous internship at a telecommunications company. When I’m not seen working at my current internship, you’ll find me either A) looking for jobs or B) out socializing on my two-day breaks.

I won’t lie, finding the motivation to write over the summer has been almost impossible. Writing solely about public relations is often challenging, and since I’m not fully immersed in the industry, I can’t say I can do it 24/7 with a blog intact.

With that being said, I want to take a new direction. It all started last year when I launched this blog and I already met the obstacle of tackling topic ideas. One of my classmates, who put it so simply, said to write about what I like. That’s not to say I don’t like writing about PR; but I like a lot of different things.

Many PR blogs – and I honestly love reading other people’s PR blogs – have a lot of lists and a lot of wonderful pieces of advice. But I don’t want to replicate what’s already out there. I want to write outside my comfort zone and I don’t want to be limited to a few topics.

So to you fine people, I present the direction of my blog….there won’t be one! Here, you’ll soon find articles about sports, fashion, food, film, technology, photography, books and TV and just about anything else.  It’s a mosaic, basically.

You’ll find me here much more often now and I hope you keep coming back.

 

Cheers,                                                                                                                                     Melissa

 

P.S. Expect a follow-up to my Raptors-Drake article. I’ve been wanting to do it since forever and I’m finally going to do it!

Humber PR ; eight months later

Throwback Thursday –Myself and some of my fabulous classmates way back in September.

What a crazy year.

After reading over my last post on the Humber experience six weeks in, it’s interesting to see what has changed. I’ve been in school for the last 17 years and the last three years have been the most affirming and life changing, by far. Carving out my path into PR has been stressful, anxious, but also rewarding. Finding a way into the workplace only seems to get harder for students leaving university. I was there, which is why I came right to Humber. I needed the practical experience and the connections to find my way into PR–and some direction for that matter. 

Landing an internship this summer at Rogers Media really solidified my direction and helped me apply everything I’ve learned throughout my education to a field I’m most passionate about –media. When I left science and dreams of medical school aside for the world of communications, working in media was always a hope, but never a target for me. I’m so happy that I can begin my PR career where I’ve always wanted to be.

Since today is my last (official) day at Humber Lakeshore, I thought I’d share eight lessons I’ve learned in lieu of finishing eight months. It’s advice I’ll surely carry on within my career.

1) Organization skills will make or break you. Everything you’ll do will be on-the-go, timely and likely be group-focused. The amount of group projects I’ve done at Humber PR is insane, but indicative of what working will be like. Find a way to keep yourself organized, whether it be an agenda, colour coded Google Docs or on your smartphone.

2) Everyone works differently. I’d define myself as “Type-A,” and that’s been a struggle for me to part with this year. As a former procrastinator, I understand that lifestyle works for some. Adaptability is key in PR, so recognizing and compromising for other people’s work style is important.

3) Positivity will help you persevere.  I’d lie if I said every day was rainbows and sunshine. You’ll be tired, agitated, frustrated with others, etc. This year wasn’t perfect in any sense, but nothing really is. Focusing your energy into positive aspects of any situation will almost always render positive results. It’s also a great skill that employers will take note of.

4) Keep learning. Coming from a communications background, I scoffed at the idea of re-learning PR fundamentals, communication methods and social media. I was surprised when it came to creating a portfolio for interviews or sitting in an interview how much I learned over the year. Beyond that, I read as much news and PR industry info that I could. Staying current is obviously important, since PR is an ever changing industry. Never stop learning, even when you’re done school. It will keep you sharp and desirable in the job market.

5) Manage your stress. With assignments, interviews and networking opportunities all coinciding, stress eating and not sleeping may seem like the only viable solution. Your well-being is more important than any school assignment or work task. If you’re not your best self, you can’t deliver your best work. Keeping up a healthy regimen, good sleep patterns and a work-life balance will benefit you in all circumstances.

6) Constructive criticism will help you, not hurt you. This has been my biggest hurdle in life. I used to shy away from sharing my work because I didn’t want anyone to judge me. Turns out people are actually quite nice and will help you bring your work to the next level. Whether you like it or not, you’ll get constructive criticism, and maybe brutally honest criticism, in the workplace. Let PR school give you the opportunity to build up your confidence.

7) Find a new skill, and build on it. Until I came to Humber, I thought oral communications/presentations was my weakest skill. I hated presenting all through university, mainly because of lesson #6. With that self awareness, I worked on presenting all year. I offered to present group assignments, even one’s I felt less knowledgeable about. Take challenges in PR school because it’s just that–school.

8) The people make the experience. I was nervous to attend Humber PR; I’m 22, fresh out of university in a new place with people who’ve been in the working world for a bit. I really thought I’d be the runt of the C2 litter. Eight months later, I’ve made some great friendships that I hope to carry out in the future as we all cross paths in the PR world. I have the utmost respect for my fellow 35 classmates and wish them all the best in the future.

Ford, Kimmel & Tinseltown: (another) lesson in media relations

Comedian Jimmy Kimmel picking up Toronto Mayor Rob Ford at LAX.

Last weekend was a busy time in Hollywood. As awards season came to an end, A-list celebrities were left right and centre for film’s most prestigious night. Joining that group was an “average, hard-working guy” who doesn’t think of himself as a celebrity.” Yes, that’s yours truly, Toronto Mayor Rob Ford.

No one can deny that Ford’s relationship with the media is anything but cordial. It’s clear in his decisions to boycott Canadian media for interviews with Matt Lauer, Bill O’Reilly and recently, comedian Jimmy Kimmel. Ford’s recent trip to Hollywood, CA was to promote “Hollywood North,” also known as Toronto.

But was this necessary?

According to Greg Nott, Manager of Wallace Film Studios, doesn’t think so. In an interview with the Toronto Star, Nott couldn’t see any benefit from having Ford be an ambassador for Canadian film. “People in the industry already know where Toronto is,” he said, “They’ve been coming here for years.” The Ontario Media Development Corporation often spearheads trips to Los Angeles, and found out about Ford’s trip when the public did.

It was clear to everyone that Kimmel was going to roast Ford, as he’s been doing since cocaine allegations began last year. Everyone but Ford.

A media relations nightmare, Kimmel even addressed the poor choice to be a guest on his show,

“Why are you here? What good could come of this? Have you ever seen the show?”

Kimmel’s questions didn’t stray far from anything the Toronto Star or other local media has thrown in Ford’s direction. It’s clear that transparency hasn’t been in Ford’s crisis communications handbook, nor does it contain media relations. Ford even threw t-shirts into the audience. T-shirts! As if he’s an artist with a sold out show.

So what can we learn from this fiasco? Obviously the best way to avoid crisis is to never have one in the first place, but what do you do once it’s too late? Many would agree that Ford is in over his head at this point. A break from politics to handle his demons means much less as time passes, but it seems to be his best option. He first and foremost must regain the trust of Canadian media, which won’t be overnight. This means taking interviews, answering the tough questions and acknowledging where fault has occurred and communicate a plan for change. This change needs to be as transparent as possible.

Toronto needs a media cleanse. People like Kimmel, who benefit heavily from Ford’s appearance, need to leave it alone. Torontonians need a break from Fords’ antics, and these media blitzes affect not only Ford, but the integrity of this great city. We can’t change Ford, but we can change how Toronto is perceived in North American media. Ford thrives on media attention and isn’t fooling anyone who knows he loves his infamous celebrity status.   

 

A personal guide to portfolio building

 

Ladies and gentlemen, the job hunt is upon us! This can be a daunting time for students, as you move through a time filled with assignment, extra curricular commitments and overall insanity. Firing off resumes and cover letters becomes a skill for survival, but all hopeful employees look for a personal edge—this is where a portfolio can be helpful. While seemingly “old-school,” a portfolio provides employers with the evidence of your professional experience. It’s essentially the “show” in your show and tell, which is essentially what an interview is.

Within Humber PR’s curriculum, students are required to create a portfolio and participate in a “mock interview” with a professor. This experience, while stressful, was important in demonstrating my abilities as an aspiring public relations professional and has provided me with the confidence and reassurance that I’ve entered the right profession.

I want to share with you some tips and tricks to making your portfolio experience seamless and organized. In no way do I deem myself an “expert” in portfolio creation, but my experience can hopefully assist you in your job hunt.

 

Tip #1: Choose examples that you’re most proud of

Don’t feel as though you must choose pieces to seem diverse. I have examples from university and Humber that I didn’t enjoy, so I didn’t place them in my portfolio. If I didn’t enjoy the experience, why would my employer want to know that?

 

Tip #2: Organize your portfolio by skills

If you’re a student like me, you might lack public relations experience. Showing your portfolio by skill set (i.e., writing, strategy, research) is easy to follow and will clearly demonstrate to your interviewer what skills you have.

 

Tip #3: Proofread every single piece in your portfolio

I cannot stress this enough. Errors might mean losing marks on an assignment, but in a job hunt, it’s an instant K.O. Ensure that your spelling is spotless and keep wording consistent. It’s a time consuming task, but it’ll reward you in the end.

 

Tip #4: Include between 10-12 pieces in your portfolio

This is the standard amount of pieces desired by an employer, which includes your resume and cover letter. You want to show diverse skills without overbearing your potential employer.

 

Tip #5: Make it professional!

How you choose to do this is up to you. I took some pieces and finished them in Adobe InDesign. Whether it’s creating a header, logo, standardizing your font or choosing high quality paper, make sure it’s professional and make it you!

 

 

 

 

CrisisAlert –Valentino & Fake Photo-Ops

Valentino was under fire this weekend after a press release was sent out with an image of Amy Adams carrying the “Valentino Garavani Rockstud Duble” bag from its upcoming Spring/Summer collection. Doesn’t seem so bad, right? Adams, 39, was on her way to the funeral of celebrated actor Philip Seymour Hoffman.

What happened?

Attached to the image read the following:

“We are pleased to announce Amy Adams carrying the Valentino Garavany Rockstud Duble bag from the Spring/Summer 2014 collection on Feb. 6 in New York.”

Adams’ rep denies that she’s a paid spokesperson for Valentino and that the suggestion of Adams using “this moment to participate in a promotion is truly appalling.”

The fashion house issued an apology on Twitter:

And to Page Six:

“We sincerely regret releasing a photo to the media this morning of Amy Adams with a Valentino bag,” Swanson said. “We were not aware the photograph was taken while she was attending the wake of Philip Seymour Hoffman. It was an innocent mistake, and we apologize to Ms. Adams, who was not aware, or a part of, our PR efforts.” 

How to avoid this crisis?

Always fact check. A simple Google search would’ve alerted Valentino that Adams was attending Hoffman’s funeral. Beyond that, the release implies endorsement. While Adams is carrying the bag willingly, companies shouldn’t take it upon themselves to imply endorsement. Valentino really didn’t need to say anything; the picture would’ve spoken for itself.

The morale of the story? There’s a time and place for everything. PR can wait when there are greater matters at hand.

 

How Stratcomm Gets You Ready for the PR World

Official logo for CSMM Stratcomm

As I’ve mentioned before, I attended McMaster University for my undergrad. Public relations wasn’t part of the curriculum when I began in 2009, but now represents a large majority of communications students within the program. I was excited at the opportunity to build my public relations skills beyond what the classroom offered, and Stratcomm gave me the opportunity to do that. It’s partially why I’m pursing a career in public relations.

Disclaimer: I realize not all of my readers are McMaster students, but this is still a great initative that you could suggest to your Faculty at your university/college. After all, Stratcomm was created at McMaster by students.

What’s Stratcomm?

Stratcomm, an annual public relations case study competition at McMaster University, gives groups the challenge to write a full strategic communications plan and present it to their faculty. You’ve given a client and must evaluate their situation, create communication objectives and meet your goals with strategies and tactics. You must also have a timeline, budget and evaluation strategy for your plan.

In 2012, the first year Stratcomm ran, we were given the Faculty of Humanities as our client and were given the objective to raise enrolment. The competition has been restructured to participants creating a communications plans for a non-for-profit group.

My team: Other Public Relations! From left: Julie Truong, Holly Unruh, Kassandra Lenters, Melissa Meyer

So why should you consider doing Stratcomm?

1. You’ll do it in the working world
If you want to work in public relations, this is experience that you can put on a resume, place in a portfolio and will use in the real world. There aren’t many opportunities in university to practical pieces of work, unless of course you’ve taken Professional Writing, as I did.

2. You get the opportunity to be peer-reviewed
Stratcomm presents at a communications symposium (Fresh). You’ll present in front of faculty members and industry professionals. They provide helpful feedback on your written plan and presentation skills. Both are vital in public relations.

3. You can build on important skills employers are looking for

Stratcomm required a lot of time and skill in order to complete it. From my experience, I strengthened skills including: time management, team work, written communications, public speaking, confidence and having a positive attitude. These are skills employers want. Why not build on them as much as possible?

 

More Information?

Contact the Stratcomm Managers

• csmmstratcomm@gmail.com
• Twitter @CSMM_Stratcomm.

If you have any further questions about Stratcomm or communications plans in general, feel free to contact me via email: melissameyerpr@gmail.com

Lessons Learned from CPRS “Passport to PR”

Last week a classmate and I attended the Canadian Public Relations Society (CPRS) Toronto’s Passport to PR event. Running the past six years, the event’s essentially a “backstage pass” or informational interview in the leading public relations offices in Toronto. I jumped at the opportunity to sign up as I’ve never toured a PR firm before.

It was a chance to speak to those in the field, many who were Humber and other PR post-grads. After weeks full of projects and stress, it was nice to be reminded what my end goal will look like after eight months.

I visited the following three firms:

1. Hill + Knowlton (H+K) Strategies Canada

H+K, a leading international communications consultancy, offers services to local, national and global clients. They have 89 offices in 52 countries. Clientele includes TMX, WestJet and 20th Century Fox.

2. Shaw Media

Under the Shaw Communications umbrella, Shaw Media operates Global Television as well as 19 specialty channels such as Food Network Canada, HGTV and Slice. Programming includes Survivor, Glee and Entertainment Tonight Canada.

3. Paradigm PR

Paradigm, a full-service and mid-sized agency, specializes in brand marketing communications, corporate communications and issues management. Clients include NBA Canada, Tim Hortons and Toys “R” Us.

While I won’t highly detail my time at each firm, I will share their thoughts on qualities they want to see and advice for PR grads.

Top Hiring Qualities for a PR Grad

• Accountability: learn from your mistakes and know how to accept constructive criticism
• Boldness: it shows initiative and you’ll likely receive more responsibility/opportunities because of it
• Collaborative/Team Player: everything you do will be team-based
• Diverse/Well roundedness: employers don’t want to have carbon copied staff
• Enthusiastic: even for the little things like grabbing coffee
• Tenacious: be persistent until you’ve solved a problem/completed an objective
• The right attitude: this is where organizational fit comes into play
• Be passionate about PR: otherwise, why be there?
• Ability to Multitask: I’m sure you’ve mastered this as a post-grad student

–Knowing Media Relations and how to do Media Relations Ratings Points (MRP) is key to entry-level PR positions

To conclude, here’s some advice I picked up from staff that I talked to at Passport.

1.  Always under promise and over deliver

• It’s never good to promise something to a client that you can’t guarantee

2. Understanding the Big Picture is important, but the devil’s in the details

• It’s imperative to understand the details before structuring a strategic communications plan for a client

3. Develop a thick skin–its not about you

• Nothing in the PR business is about you, it’s about the client. When you’re given feedback, don’t take it personally or get defensive. You’ll make mistakes and that’s ok, how you handle it is important.

4.  Be a planner, then be flexible

• Be highly organized in planning a communications plan, but always be flexible if unforeseen circumstances occur. It happens, a lot.

5. The relationships you create are yours to keep

• We all know PR’s about relationship building. Don’t forget about the one’s your harbour with clients. They’re yours for the future and you never know where they can take you

 

If you have any more in-depth questions about my experience at Passport to PR, e-mail me at melissameyerpr@gmail.com

Discovering Your Personal Brand

Dwight Schrute brands himself via acronyms. What’s your method?

Brands are everywhere. They’re on TV, on your smartphone, on billboards, fighting for your attention. Most of us forget the most important brand; ourselves. We’re all brands. Everything we do, say and experience contribute to our personal brand. Scary right? It’s an interesting concept because many people (myself included) would admit that we don’t know who we are. We might know who we aspire to be, and how we think others perceive us, but thinking about ourselves can be difficult. Presenting your personal brand can be difficult, but building the brand can be half the battle. Through research and advice from personal experience, I’ll try to explain some ways that you can try to build your personal brand. The focus, since I’m a student, will be on new PR professionals/students. 

 

Dan Schawbel, owner of the Personal Branding Blog, defines personal branding as the process by which we market ourselves to others. Brands aren’t just for products and celebrities. Personal branding’s especially important for us students trying to find work. Students need to market themselves to potential employers, creating a cohesive brand that (hopefully) aligns with their corporate brand. 

Here are some Tips when trying to create your personal brand

1. Be an Expert on Something

Wherever your passions lie, make it marketable. Learn all you can about a specific topic and share it with others. You could end up attracting a company focusing on your concept. I love watching movies, talking about potential Oscar nominees and reviewing and would go to the movie theatre every week if my budget allowed it. Of course though, pick a reasonable topic. Being an expert on ecstasy may not help you land your dream job.

2. Have a Social Media Plan

Each social medium is different in purpose and function. You can choose to either have a cohesive brand over all social platforms or tailor each medium to shine a spotlight on one of your many attributes. I’ll share my social media plan to give you a better idea of what I mean:

LinkedIn: professional self –eloquent but succinct descriptions about my past employment, education and relevant experience. 

Twitter: talk about things I’m interested in (Film, TV, Canadian Politics, Public Relations, Fashion, etc.), balance between professional and witty humoured-tweets.

Facebook: more personal information, but I choose to keep my content limited. My general rule of thumb: if I wouldn’t want my parents to see it, I won’t post/be tagged in it. 

 

3. Google Yourself

Check the image section as well as the Web results. You might be surprised to see yourself. Explore the links related to you and see where they come from. If they’re sites you’ve got control over, align the content with your looking-glass self (aka how you want others to see you)

 

4. Create a Set of Branding Tools

Dan Schawbel created his own Personal Branding Toolkit that you can use to highlight parts of your brand. Here’s a brief list of tools you can employ in your own brand:

-Business Cards, Resume/Cover Letter/References, Portfolio, Blog/Website, Video Resume, Wardrobe, Email Address

 

I hope these tips serve you well. Happy Branding! 

 

 

 

 

Six Tips After Six Weeks: Humber PR

It has been a crazy first month here at Humber PR. It’s definitely an adjustment from university especially commuting in from Oakville every day. I will not say that Humber PR is easy, because it definitely is not. You have to want to be in public relations and give it 110 percent, otherwise, what’s the point of putting yourself through the stress? But don’t worry, if you’re like myself and work part-time, it’s manageable! With my sanity still intact, I have learned many lessons about the industry and more importantly, about myself. I have loved getting to know new friends, and learn more about topics that I am thoroughly interested in. I wanted to share some advice that I would have love to know before stepping foot on campus. It’s advice that can carry with you to any new endeavor, whether it be a new job, program, or simple change of pace.

Tip #1: Get Organized, and fast!

I was never one to use an agenda back in university but if I don’t write something down now, I will likely forget all about it. You are juggling many things at once, eight classes to be exact! You will have group meetings almost daily, and assignments due practically every day. Find the best way to organize yourself, whether you need an agenda, a Google calendar, alarms on your phone: anything! Just make sure it works for you.

Tip #2: Don’t Obsess About Grades

In high school, your grades matter because they dictate what university/college will accept you. In university, your grades matter because they decide whether you pass to the next year, and eventually graduate. That’s no different here, as you must pass your Humber PR courses in order to graduate. What is different, however, is that grades don’t matter beyond pass/fail. The Humber PR philosophy (as I see it) is that its more about the lessons learned and experiencing a workplace environment than whether you get a 78 or 80 on your press release. Now, you could argue (like I initially did) that grades is an indicator of how well you’re grasping the concepts. Fair enough, but the bottom line here is to care about your grades, just don’t let them consume you!

Tip #3: Get Well Acquainted with Google Docs

Probably 90 percent of my assessments are done in a group. You’ll be busy trying to coordinate four or more schedules, so Google Docs will be your best friend for life! It lets you and your groups members simultaneously work on the same document from anyplace at anytime. The “Chat” option let’s you make comments and discuss the assignment in an online forum. My fabulous classmates also made spreadsheets of group contacts and a calendar filled with all our tests/due dates, so it’s definitely a resource worth checking out!

Tip #4: Your Writing Can Always Be Better

My writing skills have always been my prized skill (that’s why I blog after all!). But I quickly learned in my first writing class to throw out everything I learned about writing in high school and university was wrong. Basically, your flowery language to get your essay within the required page limits was out, and plain and simple language is in. This isn’t meant to discourage you, but more to encourage you if you aren’t confident in your writing. The Canadian Press has two wonderful reference guides: CP Stylebook, and Caps and Spelling, which will help you better write under Canadian Press guidelines. The only way to get better at your writing is to just keep at it.

Tip #5: Don’t Forget Your “Me Time”

No one expects you to work every minute of every day, because no one does that. I myself have class Mon-Friday and work over the weekend, but take advantage of my time off to relax. Read a book, go for a walk, heck, go have a night on the town! These are the best years of your life, or so I’ve been told, so enjoy every moment of it!

Tip #6: Stay Positive

One piece of advice that stuck with me from my undergrad was my social media professor telling us how public relations and communication practitioners need to be the happiest people in a room. If you are happy, surely those around you will be happy. There will be moments in this program and in the future where I’ll likely want to shut my laptop, pull my hair out and call it a night. There is nothing wrong with that. What matters most is how you handle yourself in frustrating moments. Public relations is all about relationship management as well as managing not only your client’s brand, but also your own. Be known as the positive member of your team and you’ll go far. Believe me.

Drake & Raptors–A Match Made in Basketball Heaven

Drake, with Raptors GM Masai Uriji, and MLSE President & CEO Tim Leiweke 

It has been a whirlwind of an offseason for the Toronto Raptors. New General Manager (GM), Masai Ujiri, has been adamant to the Press about significant changes to the lineup, bench and staff. The Raptors are under brand renovations, coming out with a new logo and colours in 2016. They also just received hosting duties for the 2016 NBA all-star game, a first for a Canadian city (the only one with an NBA team).

The Raptors, alongside Maple Leaf Sports and Entertainment (MLSE), announced a partnership September 30 with rapper Drake. He will become the “Global Ambassador” for the Raptors, having ample creative input on the rebranding of the Raptors and will help promote the 2016 all-star game.

Drake said the following about his partnership:

“I want to bring the excitement into this building, I want a team that people are dying to come see, I want the tickets to be extremely hard to get,” he said. “I want to bring that aggression, I want to bring that energy. Obviously, I want it to be a top team in the NBA, if not the top team.”

Celebrities have entered the basketball court before: actor Jack Nicholson famously owns shares and supports the L.A Lakers, and rapper Jay-Z owned portions of the Brooklyn Nets. Celebrity involvement is nothing out of the ordinary, but do teams like the Lakers need celebrity support to be successful? Not really.

NBA has created its own form of Hollywood in which those who succeed have the most power. Take Lebron James–he got a press conference and TV special when deciding where he would sign in 2010. If you’re a superstar, you can ultimately control the game. This comes down to politics, and despite Drake not being an NBA player or athlete in general, he wields power that could help this struggling organization.

The PR Connection: partnerships need to work towards an organization’s objective. The right fit is critical for the success or failure of a public relations strategy. In my eyes, this partnership is absolutely perfect for the Raptors. his partnership is ideal for the Raptors, who have been struggling since the departure of Vince Carter, and were critically wounded by Chris Bosh’s exit to the Miami Heat. Bosh, Carter and fans have all felt the same way; the Raptors are not a winning team. Fans had been promised year after year by former GM Bryan Colangelo that big changes were coming. Despite signing bigger players like Shawn Marion (who has left) and Rudy Gay, the team hasn’t made the playoffs in the last 5 years.

But not all teams need such a connection? The Toronto Maple Leafs sell out every game, despite not winning a Stanley Cup in over 40 years and only making the playoffs once in the last 10 years. What keeps them going? Dedicated fans. The Raptors have never experienced the deep and diehard devotion that the Leafs have had.

Why the Drake-Raptors Partnership Works

• Their brands co-incide. Drake, despite his international success, is very proud of his Toronto upbringing. Constantly referring to it in his songs and in interviews, he makes it clear to fans that he’s committed and genuinely cares about Toronto.  The Raptors need to re-invoke this passion in their fans.
• Rap/Hip Hop and Basketball have a steady partnership. Connecting two already intertwined brands makes too much sense not to attempt it.
• Drake is cool, the Raptors are not. The Raptors have a very young and inexperienced team. They need to re-invent themselves as a cool and innovative team. Drake is the perfect example of a performer that exploded onto the music scene in 2009 and continues garnering critical and commercial success.

Will Drake fix everything? No. He isn’t a quick fix either. While this partnership makes sense from a branding and marketing perspective, the Raptors need to succeed in the basketball court, otherwise there is nothing to be excited about.

Fans not only need to see that their team is cool, but they also need to be successful. Drake will get the basketball world to take a glance at Toronto, but it’s up to the Raptors to turn that glance into steady contact.