Clothing retailer Roots to present at 14th annual Award

01 Jan '06

4 min read

In the presence of 300 people from the fields of business, media, entertainment, sports and fashion, the Canadian Public Relations Society (CPRS) presented Roots Co-founders Michael Budman and Don Green with the 14th annual Award of Excellence for Communication and Public Relations. The award ceremony and luncheon took place at the Fairmont Royal Hotel in Toronto.

Michael and Don gave the keynote address in which they discussed the ideas, principles and sources of inspiration that have guided them in their approach to communication and PR for Roots over the years.

“Ahead of today's event, I was thinking a lot about the role of communication in what we've been able to achieve since we started Roots in 1973,” said Michael early in the presentation. “I asked myself about the relationship between communication and the perception of Roots in 2006. I reflected on how our communication and PR have evolved in recent years.

“I truly believe that one of the most critically important elements to the success of a major business today is its communication, both internal and external. When it comes to Roots, our communication operates on many levels in many ways. From our website to our internal weekly newsletter, to the special events at our stores to our interaction with celebrities, from our marketing and advertising to our charity work, from our sponsoring of Canadian athletes to our in-store literature and the recently-launched Roots of Music series of CDs. It's all part of the Roots narrative. It's an integral aspect of who we are and what we do.

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