Welcome to "Why I Love Public Relations," uncover the passion behind the press release: PR pros reveal their journeys, triumphs, and why they wouldn't trade the buzz.
For this episode in our Why I Love Public Relations, we sit down with Emma Coker, Manager, Influencer Relations, Faulhaber.
In the office, I’m known for…
Emma - Being an influencer relations expert and the in-house DJ—whether it’s curating the right
creator list for a campaign or setting the vibe with the perfect playlist, I’ve got it covered.
What drove your interest in the public relations industry?
Emma - It all started with an obsession with the beauty YouTube community. I was fascinated by
how creators could shape trends and introduce people to new brands in such an
authentic way. I knew I wanted to be part of that process—connecting brands, creators,
and consumers in meaningful ways. That curiosity led me to PR, where I get to blend
strategy, creativity, and relationship-building every day.
Can you share a memorable moment that impacted your approach to public relations?
Emma - One of my favourite campaigns was Levi’s 150th anniversary of the 501® Jean in 2023.
As someone who grew up saving up to buy my first pair of 501s as a teenager, it was a
full-circle moment to lead the campaign in Canada. It was also the first major project as
we kicked off our partnership with the brand, which made it even more special. Working
on a brand I’ve personally loved for years reinforced why authenticity in storytelling is so
important—it’s what truly resonates with people.
How do you describe what you do to those outside the industry?
Emma - I help brands tell their stories through meaningful influencer partnerships—but behind
the scenes, it’s a lot of strategy, document writing, and (lately) becoming somewhat of a
contract expert. PR might look like glamorous events and viral moments, but there’s a
lot of thoughtful planning and relationship-building that goes into making those moments
happen.
What are the most pressing challenges facing public relations today?
Emma - Finding creative ways to engage consumers in more meaningful ways. It’s no longer just about securing a traditional media win or getting influencers to show up at a launch
event. Audiences are more selective than ever about the content they engage with, so
brands have to create experiences and partnerships that feel personal, relevant, and
valuable.
How can businesses effectively adapt to the evolving landscape?
Emma - Start by listening—what do your audience and stakeholders actually care about?
Instead of chasing every new trend, focus on authenticity and invest in strategies that
build real, lasting connections. AI, for example, can be an amazing tool to streamline
processes, but it should be used to enhance creativity, not replace human insight. The
brands that succeed will be the ones that stay adaptable but rooted in purpose.
What advice would you give to someone starting out in the PR industry?
Emma - Try it all! When I first started, I thought I wanted to be in the events space and work only
with beauty brands. Fast forward to now, and I’ve spent years specializing in influencer
relations, working across industries from beauty to sports and hospitality. Some of my
favorite campaigns have been in spaces I never expected to love. Keep an open
mind—you never know where your strengths will shine.
Why do you love working in public relations?
Emma - I love the full-circle moments—working with brands I grew up loving and helping tell
their stories in fresh, impactful ways. PR allows me to merge creativity with strategy,
and no two days are the same. Seeing a campaign come to life and knowing it
resonates with people is the best feeling.
Where do you see PR heading in the next 5-10 years?
Emma - We’re going to see a larger shift toward consumer-focused experiences, moving away
from ultra-exclusive, influencer-only activations to more community-driven initiatives.
Brands will put a bigger emphasis on building real connections with their audiences, whether that’s through grassroots campaigns, direct-to-consumer events, or long-term influencer partnerships that feel more like brand ambassadorships than one-off collaborations.
Why should marketers allocate more budget to PR?
Emma - Because PR builds credibility in a way ads can’t. A well-placed media story, an
authentic influencer partnership, or an organic brand moment holds far more weight
than a paid ad. Consumers trust recommendations from real people more than they
trust traditional advertising, and PR is all about fostering those authentic connections.
Investing in PR means investing in relationships that can drive long-term brand loyalty.
What is the most unique job you’ve had?
Emma - Before PR, I had a very different career—I managed swimming pools across Toronto!
Definitely a shift from what I do now, but it taught me a lot about operations, leadership,
and managing a team (all of which still come in handy in PR).
If you could have a superpower, what would it be?
Emma - Teleportation! I’d love to be able to travel the world instantly—no airports, no delays,
just straight to the next destination (probably a music festival).
Do you have a suggestion for a Communications or Public Relations person we should interview? Let us know.
