FEATURE

Strategic Objectives
184, Front Street E, Suite 400
Klara Butty
Phone: 289-828-6015
E-mail: kbutty@strategicobjectives.com

The Key to Strategic Objectives is Strategic Mingling

TORONTO, March 16, 2021 – In Toronto Public Relations, there is one name that strikes

fear into the hearts of its competitors. The agency haunting nightmares of other professionals

with sharply executed Public Relations campaigns, a hunger for creative solutions, and distaste

for anything in their way. With a reputation lined with awards like IABC Toronto Agency of the

Year, 2020 and United Nations Grand Award for Outstanding Achievement in Public Relations

under their belt, they are a force to be reckoned with. It is undeniable that Strategic Objectives is

a powerhouse in Public Relations.

Having spent three months at Strategic Objectives, I found the key to their united

success was not from otherworldly technology or a group of all-star prodigies. Instead, it was in

the times they were mingling. As Public Relations professionals with a workweek wedged with

meetings and calls, the Strategic Objectives staff make room for one crucial event – TGIF.

The Philosophy

Most people say that the sign of a good workplace is when co-workers feel like family,

for the co-founders of Strategic Objectives that could not be more true. Sisters, Deborah

Weinstein, and Judy Lewis never miss an end-of-the-week TGIF event. Despite being awarded

the Queen’s Diamond and Golden Jubilee Medals for Outstanding Service to Canada and its

Communications Industry, among other honors, Deborah, and Judy always find time to spend

with their staff. Promptly, Friday at 4 p.m., the ladies can be found smiling on Zoom, bringing

their dogs to the camera, and discussing the latest episode of TLC’s 90-day Fiancé, or bizarre

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Amazon foot masks, with long-time executives to temporary interns.

“I feel like we are family,” Deborah Weinstein said, “We have such a good group of

people and we like staying connected to see how everyone is doing.” After founding Strategic

Objectives 35 years ago, alongside her sister, Deborah Weinstein is continuously a hands-on-

mentor to all her staff. She prides herself on being up to date on trends and investing in what is

relevant and cutting-edge.

The Practice

In the workplace, the Strategic Objectives staff are the masterminds behind campaigns

like the Cashmere Fashion Show to fight breast cancer, which is 17 years running, and Kia

Canada, #powertogive campaigns, that have given them international success. However, in

Zoom meetings, bonds go beyond productivity and deadlines.

“I would always tell my friends that Friday nights were off-limits,” reflected Amanda

Chouinard, account coordinator at Strategic Objective. “We would stay up all night, chatting,

sometimes even after midnight.”

In COVID times the emphasis on connection was strengthened. Working from home

since March meant numerous employees have never been in the same room with their co-

workers. Still, thirty zoom screens were lit up buzzing with conversation every Friday evening.

Often, the group members would jump to reflect on their favorite candy, cartoon, or celebrity to

interview. On other days account executives, founders, and interns alike were put on teams,

racing to the chat function, to choose the correct answer for Black-History Month Trivia.

Perhaps, it was a day where everyone swapped their suits for leggings to stretch into bizarre

yoga positions with their bosses on camera.

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 The Point

What Strategic Objectives is doing is not a secret. Maintaining a good corporate culture

is integral to producing good work. However, executing and building strong connections

between all levels of a workplace is a skill. Articles like those

found in Forbes called, “How to build positive company

culture,” give a nod to the fact that the little moments create

a sense of belonging for employees. The emphasis on

moments like TGIF builds positive corporate culture, making

for better employee morale, job satisfaction, collaboration,

and less stress.

Strategic Objectives visualizes how maintaining

corporate morale and community does not sacrifice the

Figure 1 Strategic Objectives Valentine's day overall product. The efforts through TGIF boost a sense of
TGIF – February 12, 2021
community among staff, even virtually. More than ever, the

weekly TGIF allows Strategic Objectives to foster communication, build a sense of community,

listen to staff, and put emphasis on employee wellness.

While Strategic objectives make big waves in Toronto Public Relations it is the small

moments that other agencies should fear. The small moments when Strategic Objectives staff

create a bond to blow past the competition. To the opposition, the exterior of Strategic

Objectives is untouchable but, on the inside, it is the warm community that brings it all together.

Forbes “How to Build Positive Company Culture”:

https://www.forbes.com/sites/alankohll/2018/08/14/how-to-build-a-positive-company-

culture/?sh=1e59a0dc49b5

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