What’s Your Why?

Christina & Peter Pilarski • June 7, 2021

We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.


In our previous two podcasts, we looked at the first two steps in creating a successful Value of Tourism campaign. Before you go any further into crafting the campaign and its related communications, there is one very important question you need to stop and ask: “Why am I doing this?” What is your “why?” What is your reason for starting your campaign in the first place? There is not much point in going any further until you can answer this question clearly and decisively.

Establishing Your Why

Deciding on your why is not important only for tourism campaigns, but for anything you set out to accomplish. Interestingly, so many organizations and individuals struggle with this, meaning that they often move forward with decision after decision without ever clarifying their fundamental purpose. It is often more difficult to establish your why as the scale of your organization increases. Destination management organizations (DMOs) serving small communities or towns, usually find it relatively easier to decide on a unifying, driving purpose. When you get to the regional, provincial or national level, where the interests of more stakeholders are involved, establishing a set of aims that everyone can agree on becomes that much more complicated.


A good PR and marketing consultant will spend a lot of time asking an organization to define its why before moving on to the next step. It is usually not effective to come straight out and ask what your “why” is. It is better to ask a series of questions that will get the conversation going, nudging everyone involved in the process to explore together with the aim of finding that unifying purpose at the heart of the project. There is no formula for what makes a good ‘why.’ It could be as simple as gaining general recognition for the value of tourism, or as complex as identifying and targeting viable sources of funding. The exact ‘why’ will be unearthed during these early discussions and will make it easier to hone and refine your strategies going forward.


Listen to our podcast to find out more about how to discover your ‘why’ and how to implement your plans accordingly. You can go back and listen to previous episodes for more tips on marketing strategies, public relations and more. Contact us for more information!

April 29, 2022
CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's Energize Don't Hide event. CALGARY, AB, April 28, 2022 /CNW/ - Calgary businesses CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's (CMHA Calgary) Energize Don't Hide event to raise awareness about mental health, build connection and community, and fundraise for the ongoing delivery and expansion of CHMA Calgary programs. These local companies are committed to helping the Canadian Mental Health Association's Energize Don't Hide Calgary campaign and are encouraging other businesses to participate through incentives and prizes. The first two businesses that contact Peter Pilarski ( peter@ciprcommunications.com ) to join Energize Don't Hide as a result of this challenge will receive a free Digital Competitive Analysis Report from CIPR Communications. Certified Flourishing Coaching will also provide complimentary Life Coach Training and Certification to the first individual or solopreneur who contacts Abe Brown ( abe@momentumcoach.ca ) to sign up a team. Additionally, Rumble Boxing Studio has agreed to provide $100 Personal Training Gift Certificates for a First Free Session, a Free Heavy Bag Class and Complimentary Group Bookings to all companies that participate in Energize Don't Hide. "We know that physical activity and a sense of belonging to a community can help to improve mental health," said CIPR Communications Vice President Peter Pilarski. "We wanted to take advantage of Energize Don't Hide Calgary to bring local businesses together to raise awareness, lift our collective spirits, raise some money for CHMA Calgary and have some fun while we are at it." In addition to challenging other businesses and individuals to participate in Energize Don't Hide, CIPR Communications invites registered teams to join their team every Friday for a weekly group training or outdoor fitness session, starting with a private group heavy bag session at Rumble Boxing Studio 17 AVE on Friday, May 6th at 1:30 PM. Interested participants can email peter@ciprcommunications.com to take part. "We are thrilled to host the CIPR Communications Team and anyone who joins them at Rumble Boxing Studio on May 6th," said Kealan Bailey, founding trainer at Rumble Boxing Studio. "While getting any kind of exercise is great for mental health, participating in group fitness adds a sense of community that enhances the experience and punching a heavy bag has many therapeutic benefits." Energize Don't Hide runs from May 2 to June 30. During this time participants are challenged to complete 3,300 minutes of activity and teams are challenged to complete 33,000 minutes of activity while raising money for CHMA Calgary's mental health programs. For more information, visit the Energize Don't Hide website. About Certified Flourishing Coaching The Certified Flourishing Coach Model™ is evidence-based and practitioner focused, meaning that it is based on science and psychology. "Evidence-based" describes an approach to medicine, education, and other disciplines that emphasizes the practical application of the findings of the best available current research. Essentially, it means that a concept or practice is supported by a large amount of scientific research. So, when we describe the Flourishing Coaching Model™ as evidence-based, we mean that we are taking the best available current research around people, change, and specifically how people flourish, and practically applying it with a coaching lens. About Rumble Boxing Studio Rumble offers a one-of-a-kind badass fitness experience, with a fight club meets nightclub vibe. We bring together a high-intensity boxing workout with the powerful platform of group fitness. We are more than just fitness; we are a community. All experience levels are welcome.
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