Dannie Wang, Director of Membership, CPRS Vancouver
When I was interviewing Rashpal Raj on the lawn outside Burnaby Public Library, one question lingered in my mind: how had he established himself and advanced into leadership positions while carrying such a visible marker of identity in a profession where representation has not always been a given?
Along the way, Rashpal became a trailblazer within CPRS, making history as the first turbaned Sikh to serve in leadership roles across local chapters and the national society. His experiences have shaped a strong commitment to fostering greater diversity, equity and inclusion within the profession.
As a long-time member of CPRS, Rashpal has played an important role in advancing representation and inclusion within the profession, often finding himself among only a handful of People of Colour (POC) practitioners at the national level. His commitment to pushing boundaries and creating space for others has left a lasting impact on the organization and the communications community.
In this edition of Member Uncovered, Rashpal reflects on the milestones that shaped his career, the value of community and mentorship, and why advocating for yourself remains one of the most important skills any communications professional can develop.
Q: How did you get to know CPRS and join it?
A: While in my first year at Camosun College in Victoria in 1990s, I had the opportunity to meet with the Manager of College Relations who just happened to be the outgoing CPRS National President. She introduced me to CPRS and suggested I contact the National Office to gather some information about the profession and about the PR education programs available in Canada.
I heard about the Bachelors of Public Relations program that was offered at Mount Saint Vincent University in Halifax, NS. It was the only bachelor program in public relations in Canada at the time and I went through the program.
Q: How did you expect CPRS to shape your career back then?
A: Early in my career, I was looking for a professional home that would support my growth, offer meaningful professional development, and connect me with others in the field.
Importantly, as a turbaned Sikh Canadian, I didn’t see others who looked like me, or other non-white practitioners in the field at the local or national levels. I was looking for a community where I could find belonging, mentorship, and objective perspectives to help navigate challenges and affirm my place in the profession. CPRS seemed like the place where I could feel the sense of belonging and not being judged for how I looked.
Q: Can you describe your journey with CPRS throughout your career?
A: My journey with CPRS has always been grounded in a belief in giving back. From early on, I felt that contributing to the profession was essential to gaining value from it.
I started with student membership, then became an affiliate member with the Vancouver Island chapter in 1997 and served on their Board in 1998 before moving to Vancouver. I became a national member in 1999 and volunteered for the 2001 CPRS National Conference in Whistler and later became a volunteer with the Vancouver chapter.
I served as a Secretary and Treasurer for CPRS Vancouver in 2007/08, and from 2009 onwards I meanwhile served a couple of roles on the National board. Serving on both local and national boards allowed me to develop my leadership skills and contribute more actively at the senior decision-making table, engaging in discussions on issues impacting both the Society and the profession.
Over time, I was able to play a more active role in raising and advancing conversations on emerging priorities—particularly diversity and representation beyond gender, which had not previously been seen as central to the profession, while also progressing into more senior roles in my own career.
Q: What skills do you think are most important for a career in public relations? How did CPRS help you polish them?
A: While strong writing skills and an understanding of communications tools—including emerging technologies like social media and AI—are essential, I believe success in PR increasingly depends on soft skills and strategic thinking. Professionals need business acumen, the ability to understand the broader organizational context (the bigger picture), and the confidence to operate as strategic advisors at the leadership table.
Above includes planning, strategy development, and cross-functional awareness of areas like finance, HR, and operations. CPRS played a key role in helping me build these competencies. Through volunteering — whether grading APRs, serving on committees, or taking on board leadership roles — I developed my leadership style, gained hands-on experience, and developed a deeper understanding of CPRS as a professional association.
Q: Can you summarize your professional journey and the milestones of your achievements in the PR industry?
A: I began my career in 1999 as a Communications Assistant at Langara College before moving to Envirotest Canada later that year, where I spent over 15 years progressing into a senior leadership role.
A key highlight was leading the communications strategy for the closure of the AirCare program, where I developed and executed a comprehensive change communications plan during a complex, multi-stakeholder transition as the sole communications lead. Since then, I’ve held leadership roles with organizations such as the B.C. Liquor Distribution Branch, ICBC, Vancouver Coastal Health, and UBC.
One of the most defining aspects of my career is being among the first—if not the first turbaned Sikh to enter the Canadian public relations field in 1994, a milestone that reflects both personal and professional significance.
Alongside my professional work, my long-standing involvement with CPRS has been central to my journey. I am currently a director on the CPRS National Board and the CPRS Foundation Board.
Q: As a long-standing member to CPRS, why are you still sticking with it?
A: It’s a community where I genuinely feel a sense of belonging. I value the ability to continuously learn and to draw on the wisdom of fellow members—particularly APRs and Fellows—when navigating complex challenges with senior leadership. Maintaining connections with practitioners across the country is also important to me. I also value CPRS's strong commitment to ethics and its Code of Professional Standards.
Personally, I am motivated to maintain my APR designation—as the first turbaned Sikh to achieve it—and to pursue Fellowship in the near future. More broadly, I remain committed to seeing CPRS grow, strengthen its advocacy for the profession, and become more diverse and representative of both its membership and the broader communications landscape in Canada.
Q: What's your current plan for your future career development?
A: My goal is to continue taking on greater responsibility through senior leadership roles, maintaining a seat at the leadership table, and helping shape strategic direction within organizations. I am also interested in eventually moving into teaching as a way to give back to the profession and support the next generation of communications practitioners.
Another area of interest for me is diversity and representation within the profession. Throughout my career, I was often one of only a handful of People of Colour (POC) practitioners—and later, one of the few practitioners wearing a turban or other visible head covering—in attendance at national conferences and in leadership spaces. At the time, leadership positions, as well as the ranks of APRs and Fellows, were still predominantly occupied by Caucasian practitioners.
As a result, I am interested in contributing to Canadian public relations research and literature that explores the lived experiences of practitioners from diverse backgrounds. This includes examining the biases and barriers they may encounter and how these experiences can influence participation, advancement, and representation at the leadership table.
A: As you build your career in communications, here are a few key pieces of advice that I believe will guide your growth and long-term success:
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Learn from experienced practitioners and actively absorb insights from every project you work on—no matter the size or scope
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Be patient with your career progression; take time to develop your knowledge, refine your skills, and earn experience before moving to the next level
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Recognize that the profession offers many paths—explore whether you prefer to be a generalist or specialize (e.g., social media, media relations, internal/external communications)
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Choose industries and roles that genuinely interest you to sustain motivation and support long-term growth
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Treat every task as a learning opportunity to build your expertise and credibility
Ultimately, your willingness to learn, stay patient, and think strategically will set you apart as a strong and impactful communications professional.