I Am Amber Ciolfe, And This Is Why I Love Public Relations

In the office, I’m known for…

Amber - I’m known for leading integrated campaigns that combine public relations, digital, experiential and creative. That means bringing together big teams to align on a cohesive vision. 

What drove your interest in the public relations industry?

Amber - I’ve always considered myself to be a creative person, but wasn’t interested in pursuing art as a career. My high school self considered advertising to be a logical step considering my interests, but in the process of applying to schools I discovered public relations. I hadn’t heard of it before then - and honestly wouldn’t truly understand it until about a year into my degree - but PR seemed like a broader horizon. Broader in the sense that there are more ways to tell a story than solely through advertisements. At the time, there were very few public relations degrees. I started at the University of Ottawa with their joint PR program with Algonquin college, but after completing the two years of university, I opted to switch to another school rather than going to Algonquin. The East Coast was calling, and I was off to the land with the most universities per capita - Halifax. Mount Saint Vincent University was one of two programs in the country (at that time) that had a public relations co-op program. That’s where I completed my PR degree before saying farewell and coming back to Toronto - home base - to officially start my career.

Can you share a memorable moment that impacted your approach to public relations?

Amber - In the early days of legalization of cannabis in Canada, I was working with an emerging cannabis brand as they expanded nationally. It was a challenging media landscape with lots of new brands clamouring for consumer attention while also navigating new legislation around how you can talk about your brand and your product. With strict restrictions on advertising, earned media became one of the strongest channels for cannabis storytelling and it was a unique challenge to craft compelling stories that talk about the product, without talking too much about the product. Staying on top of shifting legislation and an evolving media landscape was a perpetual puzzle that pushed me to think differently about how to approach public relations.

What are the most pressing challenges facing public relations today? 

Amber - Today's public relations professionals face a shrinking and fragmented media landscape which makes it challenging to secure earned coverage. Coupled with the rapid pace of technological change demands and evolving global affairs - it all requires constant adaptation. That's why a model of fully integrated communications is crucial, which is a huge part of the work I get to do at Citizen. While many organizations struggle with these demands, agencies investing in innovation and technology are better equipped to navigate this complex environment and deliver effective results.

How can businesses effectively adapt to the evolving landscape?

Amber - Businesses need a deep understanding of how their objectives intersect with the interests of their key stakeholders. And in that crossover, they can make strategic decisions about priorities. Clients should expect their agency partners to bring the outside in for their teams, to be fully immersed (in real time!) as leaders at the forefront of the evolution. At Citizen, we help clients find unexpected opportunities within this dynamic landscape - giving them the curiosity, confidence and courage to unleash their potential amidst a time of accelerated change.

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

Amber - Exposure to various aspects of the industry is the best thing you can do for yourself. Get super curious about everything! Sometimes you won’t know if you like something until you’ve tried it. There will be times where you don’t have clarity in terms of what you want for your career, so start with what you don’t want. The process of elimination works too. And even if you find yourself doing something you don’t love, it’s never wasted time or effort - you’ll always leave with more knowledge than when you started. And knowledge is power in PR.

Why do you love working in public relations?

Amber - I love making complex matters simple. In PR you are taking in a lot of factors (like business goals, audience interests, emerging trends, current affairs, the newscycle) and sorting through the information to make a strategy for your communications efforts. It can sometimes be like a puzzle, mixed with a bit of instinct, understanding of human nature, and experience to make a change in the world, or spark a conversation.

Why should marketers allocate more budget to PR?

Amber - If marketers are interested in having a chance at earned media coverage they absolutely need a PR agency to conceive and create their campaign. There is a nuance to building a campaign concept that works for reporters (who PR agencies would have relationships with!) and can make a real impact with the public. A lot of agencies sell in their ideas with headlines, but your PR team can tell you if that headline is realistic and what levers you really need to sell the story in with a reporter. And this is really just the start - a fully integrated PR agency can be the catalyst to significant growth for a client, not just the team that delivers the headlines.

What is the most unique job you’ve had?

Amber - Scooping ice cream for a summer was the most unique job I’ve had. It was at Marble Slab and by the end one arm was much stronger than the other. 

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

Amber - Teleportation, hands down. I’d travel across the world every weekend and skip any commute.

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

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