Our programs at the School of Communications, Media, Arts and Design are continuously being updated to match the industry standard, and this is, in part, thanks to the incredible input from our Program Advisory Committees (PAC). By providing insight into industry trends (current and future) and addressing changes in their particular field, among other important tasks, we can better prepare our students to become confident and capable professionals.
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Q. Tell us about the company you are working for or the business you started & what your role is there.
I am the co-founder and partner of Strategic Objectives, Canada's most award-winning public relations and marketing communications company in Canada. Our purpose is to support brands and organizations in their achievement of success and connections with their stakeholders and communities. Our clients range from multinational corporations to Canada's most progressive organizations and emerging brands, as well as several leading non-profit and international development organizations working to make our world a better place.
We have been leaders and advocates of corporate social responsibility since the founding of our Strategic Objectives in 1983. My role is TO provide agency and client leadership and strategy. In a volunteer capacity, I am the Chair of the Canadian Council of Public Relations Firms. I am committed to the advancement of the talent and best practices within our profession to advance ethical, transparent, engaging, and effective communications.
Q. How long have you been in the industry you are in, and how did you get started?
Before founding Strategic Objectives together with my sister and business partner, Deborah Weinstein, we both enjoyed successful producer careers in journalism at CBC and CTV. After years of dealing with PRs "on the other side of the fence," we believed there was an opportunity to improve the quality of public relations services for brands and businesses by combining our sophisticated approach to communications and strategy and our understanding of storytelling and media needs.
We established Strategic Objectives as an honest and ethical switchboard of information between clients and the media. We brought new creative approaches and quickly demonstrated the incredible power of Public Relations to achieve marketing goals and objectives and improve reputation. We started Strategic Objectives with no money and no backers, but we had the true entrepreneurial spirit to make it and believed we could change the perception of the profession and establish public relations as an incredible profession for both us and the many talents and clients who believed in our vision.
We started as two, and our agency is now over forty people, with our next generation of leadership in place to take the agency forward into the future with vitality.
Q. What do you enjoy about being a member of a PAC at the School of Communications, Media, Arts and Design?
I truly enjoy being a part of the PAC at the School of Communications, Media, Arts and Design as, in my heart, I am in this profession to advance the quality of professional communications, and that starts at college and university. Our agency is renowned for training some of the best practicing communications professionals in Canada, and our senior team are active mentors. I am honoured to share my experience and insights to help the college produce the best-trained talent possible.
Q. What are your thoughts about the current state of the industry you are in? Do you project any changes, and/or what do you see as the future of your industry?
The future is Ours! The role and appreciation of the importance of communications has never been higher. The profession is in growth mode, and the biggest challenge is accessing enough qualified talent to keep up with the demand for trained, ambitious, creative, strategic communications talent.
The profession has changed with media relations still being very important, but now it has increased opportunities within the digital, social media, and influencer space. Public Relations is no longer limited to Earned opportunities. Public relations and communications no longer have any boundaries and include Earned, Shared, Owned and Paid approaches.
Q. What advice would you give to someone interested in pursuing a career in the industry you are in?
To start, find a place where you will have in-person coaches and mentors willing to teach you and give you the opportunity to find out what areas within communications you like best. Many agencies now offer a hybrid workplace which gives both in-office and more flexible options. The next generation of the best public relations professionals will not emerge from a basement where they have only worked remotely and alone for years. Collaboration is essential.
I would also suggest it is imperative that emerging talent increase their knowledge and understanding of Canada with its diverse cultures and regional priorities. I also believe communications specialists should be "news-junkies" to understand the issues and concerns of Canadians, as well as to be inspired by realities that are relevant to the public and clients, and to know who key opinion leaders are in our country.
Q. In your view, how do the program(s) you advise help prepare graduates to enter the industry and make a difference?
I am regularly impressed by the quality of talent that Centennial is producing in the communications field. The school is producing graduates with an understanding of the landscape.
Q. Any final words of wisdom you would like to share with readers?
Be flexible. Ask questions! Approach life as a continuous Learner. As you are looking to develop your skills and career, choose a place that will be kind to you while challenging you to be the best you can be! Live in the uncomfortable to push yourself to discover how great you can be. It is in you; just don't be complacent. Be driven by opportunity!
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