In the office, I’m known for…

Rachel - “Brains, spreadsheets, and bold ideas - she’s quietly fierce and flawlessly organized.” - Rachel’s colleagues 

What drove your interest in the public relations industry?

Rachel - I’ve always been a social butterfly, so I knew from a young age that I wanted a career where I could interact with people daily. Growing up, I looked up to women in movies and TV shows who worked in event planning or communications – think JLo in The Wedding Planner and Samantha Jones in Sex and the City.

When I was studying business at Western University, marketing and communications were the subjects I enjoyed the most, and I excelled at writing as well. During my undergrad years, I did a summer internship at a wedding event planning company, which was so much fun, but I quickly learned that industry was a little too much for me. That’s when I discovered the perfect career that would combine my background in business and love for events. I went straight into a Public Relations postgraduate program at Western, and after a short internship, I landed my first job as an Account Coordinator at a Toronto agency. Seven years later, I’m now an Account Director at Flying Camel, and I feel extremely lucky to say that I absolutely love my job!

How do you describe what you do to those outside the industry?

Rachel - To those outside the industry, I describe public relations and social media as being the voice of a brand, but with a twist. It’s all about promoting my client’s products or services through various marketing channels - like an engaging social media post, or a well-timed press release. Our role is to manage the brand’s reputation, build relationships, and get the right message out to the right people.

Can you share a memorable moment or campaign from your career that significantly impacted your approach to public relations?

Rachel - I don’t have one defining moment that significantly impacted my approach to public relations, but starting at Flying Camel really opened my eyes to how crucial social media and digital strategies are in PR. Before that, I was mostly focused on traditional PR - press releases, media outreach, events - but I quickly realized that digital plays a huge role in any successful campaign. Whether I’m working with B2B or B2C clients, I’ve seen how well these elements work together. There’s a formula to it that helps make product launches and brand announcements much more impactful. It’s about blending the right mix of digital, social, and traditional PR to get the best results.

What are the most pressing challenges facing public relations today?

Rachel - One of the biggest challenges in PR right now is keeping up with all the new media. With traditional media shifting and social/digital platforms constantly changing, PR pros must remain agile. It’s all about being adaptable, keeping up to date on the latest trends, and always learning to stay ahead of the game.

How can businesses effectively adapt to the evolving landscape?

Rachel - With everything changing so fast, it’s all about being flexible and smart. Brands don’t need to jump on every new trend, but they do need to keep an eye on what matters for their industry. Start small, test things out, and see what works without blowing the budget. It’s less about doing everything at once and more about making thoughtful moves that keep you relevant without losing the plot!

What advice would you give to someone starting out in the PR industry?

Rachel - The advice I would give to someone who is starting out in the public relations agency would be to take the agency route! Whether you plan to stay agency-side or eventually go in-house, I always recommend starting in an agency. It’s fast-paced, you have the chance to work on several different brands and it never gets boring. You’ll gain tons of experience and learn something new every day. Plus, the teamwork and energy are unmatched. I love it so much that I’ve never left.

Why do you love working in public relations?

Rachel - I’ve always been an extrovert and a people person, so working in PR is the perfect fit. My job is all about communication and building relationships, which I absolutely love. Plus, it’s a fast-moving industry where every day brings something new. One of the things I really appreciate is how female-driven the industry is. I have the privilege of working with so many strong, intelligent women who inspire me and have played a huge role in shaping my career - you know who you are!

Where do you see PR heading in the next 5-10 years?

Rachel - Looking ahead, I see the PR industry continuing to evolve with a significant focus on social, digital, and technology integration. PR pros will need to stay on their toes, adapting to new platforms and tools. At the same time, I think the focus on authenticity will keep growing. People want to connect with brands that are genuine and transparent. It’s an interesting balance!

Why should marketers allocate more budget to PR?

Rachel - PR may not always get the biggest budget, but it’s one of the most powerful tools in marketing. PR builds long-term trust, credibility, shapes a brand’s story, and connects with audiences more authentically. When done right, PR amplifies everything else, so it’s worth investing in.

What is the most unique job you’ve had?

Rachel - During my summers in university, working as an office administrator for a camp with over 300 campers turned me into an organizational pro! I managed registrations, schedules, and endless calls from parents, all while keeping things running smoothly. Now, I have a reputation for organization, and it keeps me on top of my game!

If you could have a superpower, what would it be?

Rachel - If I could have a superpower, it would be the ability to speak to animals. Imagine being able to chat with my boxer, Bruno, and finally know exactly what he’s thinking?!

Do you have a suggestion for a Communications or Public Relations person we should interview? Let us know.

Other interviews in the series: