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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 Courtney Crites, Account Associate - Talk Shop Media.
In the office, I’m known for…
Courtney - Being willing to help, being enthusiastic about new ideas, and making my own butter!
What drove your interest in the public relations industry?
Courtney - Growing up, I always loved writing. When I got to high school, I developed a love for business courses. As I got ready to go to university, I considered a communications degree but ultimately chose a business degree, knowing how valuable it would be. After a few internships, I found myself really drawn to marketing and communications, so I decided to pursue a one-year graduate certificate in PR at Humber College. Moving to the Toronto area was a big step for me, but it paid off. I didn’t always know I wanted to do PR, but anyone who knows me can tell you this is the perfect job for me - it combines my love of writing, creativity, and constantly being on TikTok with all my business education.
How do you describe what you do to those outside the industry?
Courtney - I usually tell people PR is reputation management. We help brands and clients show up in the media, run influencer campaigns, and ensure you hear about them from people you trust and look up to. It’s really about awareness and getting the word out.
What are the most pressing challenges facing public relations today?
Courtney - The biggest challenges include a dwindling media landscape, budget restrictions from brands which limit PR efforts, and the pressure on editorial teams. There’s also the reality of news cycles being heavily focused on politics these days in Canada, which can make it difficult to cut through the noise.
What advice would you give to someone starting out in the PR industry?
Courtney - If you don’t land a job, it’s likely because you’re going to be a better fit somewhere else. Keep pushing, and the right opportunity will come. Also, it’s okay to ask for help and ask questions. Everyone around you is there to support you, just like you’re there to help them. And don’t be afraid to connect with journalists—they’re not as intimidating as some people make them out to be. Worst case, they don’t respond or let you know your pitch isn’t a fit, but best case, you build a really solid relationship that can be valuable for years to come.
Why do you love working in public relations?
Courtney - I love working in PR because it’s never the same day twice - there’s always something new. Working at an agency, I get to collaborate on different accounts and projects, which keeps things interesting. I’m especially passionate about lifestyle and consumer products, but I also get the chance to work across industries like health, tech, and real estate. The constant learning and variety make it exciting, and I love being in such a fast-paced environment where I can keep expanding my skill set.
Where do you see PR heading in the next 5-10 years?
Courtney - In the next 5-10 years, I see the PR industry continuing to evolve with the rapid growth of digital media, AI, and data-driven strategies. The role of PR professionals will shift more toward creating authentic, real-time engagement with audiences through new platforms and technology. I think PR will play an even bigger role in crisis management, as brands will need to be increasingly agile in responding to social issues, sustainability concerns, and rapidly changing market conditions. However, I do think the focus will continue to be on building genuine, long-term relationships.
Why should marketers allocate more budget to PR?
Courtney - PR is all about building trust and credibility, which is becoming even more important as consumers crave authenticity. While creative and advertising are crucial for visibility, PR helps brands establish meaningful, long-lasting relationships with their audience. It’s not just about flashy campaigns or ads - PR drives word-of-mouth, media coverage, and influencer partnerships that can amplify a brand’s message in ways other channels can’t.
What is the most unique job you’ve had?
Courtney - The most unique job I’ve had was working at a zoo the summer before university. It was a crazy experience for someone who’s allergic to most animals, but I was involved with running attractions. It was a fun and unexpected way to spend the summer before starting university!
If you could have a superpower, what would it be?
Courtney - I’d probably go with teleportation. As an adult, paying for travel can really add up, so how amazing would it be to just teleport to my dream destinations whenever I wanted? It would make travel so much easier (and way more affordable)!
Do you have a suggestion for a Communications or Public Relations person we should interview? Let us know.
Other interviews in the series:
