I Am Jonathan Siemens, And This Is Why I Love Public Relations

In the office, I’m known for…

Jonathan - In the office, I’m known for always wearing black hoodies or being very loud!

What drove your interest in the public relations industry?

Jonathan - I started my academic career with a completely different vision: I was convinced I would be an architect. I was drawn to the blend of creativity and structure, the idea of shaping spaces and experiences. However, life, as it often does, had other plans. After finishing my undergrad, I took a marketing role with a Toronto-based fashion brand. It was a fantastic, fast-paced environment, and I quickly realized I had a knack for connecting with people and crafting compelling narratives. I was drawn to the strategic communication aspects of marketing, mainly how we positioned the brand and engaged with the public. A significant part of that role involved working with influencers. This was during a period of rapid growth in the influencer marketing space, and it was fascinating to see how authentic collaborations could drive brand awareness and engagement. I learned firsthand how powerful it was to connect with audiences through trusted voices, and how crucial it was to build genuine relationships. We weren't just looking for someone to post a product; we were looking for partners who truly resonated with the brand's values and aesthetic. It was during this time that I discovered the power of public relations, amplified by these influencer relationships. I saw how effectively crafted stories, combined with authentic influencer endorsements, could shape perceptions, build relationships, and ultimately drive business success. It was like architecture, but instead of shaping physical spaces, I was shaping the narrative space around a brand or idea, and influencers were key architects in that space. The dynamic nature of PR, its blend of strategy, creativity, relationship-building, and now, the critical component of influencer collaboration, really resonated with me. I found myself naturally gravitating towards the PR-focused aspects of my marketing role. It was a 'falling backwards' kind of moment – I wasn't actively seeking PR, but it found me, and it felt like a perfect fit. I realized that the skills I was developing – understanding audiences, crafting messages, building relationships, and navigating the complex world of influencer partnerships – were directly transferable to the PR world. So, I began to focus on honing those skills, exploring PR strategies, and immersing myself in the industry. 

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

Jonathan - I help brands and organizations tell their stories in a way that people actually care about. Essentially, I build and maintain positive relationships between them and their audiences. Though, honestly, I'm still not entirely sure my parents understand what that means. They just nod and say, 'So, you're on the computer a lot?'

What are the most pressing challenges facing public relations today?

Jonathan - The most pressing challenges facing PR professionals today stem from the shrinking newsroom landscape, the consolidation of media outlets, and the increasing push towards paid content. This makes securing earned media placements more competitive than ever, requiring more creative and strategic approaches to reach target audiences.

How can businesses effectively adapt to the evolving landscape?

Jonathan - It's all about leaning into the chaos and staying seriously curious. Think of AI and these new technologies as powerful (and honestly, pretty fun) tools. At Citizen, we've jumped in headfirst and are finding all sorts of ways to use them. The trick isn't to have all the answers right away, it's about being brave enough to take some swings, even if you strike out sometimes. Those 'failures' are just lessons in disguise, helping you figure out what actually works in this crazy new landscape. It's about building that adaptable muscle. What works today might be old news tomorrow, so staying curious, experimenting, and not being afraid to tweak your approach is crucial. It's a mindset thing – embrace the challenge, have some fun with it, and remember we're all navigating this evolving world together.

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

Jonathan -It would be: consume, consume, consume! And be nice!

• Consume Media: Stay relentlessly informed. Read everything: news, industry publications, blogs, social media trends. Understand how different media outlets operate and what kind of stories they tell. This is vital for knowing how to best pitch and place stories.
• Consume Influencer Content: Especially in today's digital landscape, understand influencer culture. Know who the key players are, what their audiences respond to, and how to build authentic partnerships. 
• Consume News: Current events shape public opinion. PR is about understanding and navigating that landscape. You need to be aware of what's happening in the world to be effective.
• Consume Opportunities to Learn: Attend industry events, webinars, and workshops. Seek out mentors, and don't be afraid to ask questions. PR is constantly evolving, so you need to be a lifelong learner. 
• Talk (and be nice) to everyone!: PR is built on relationships. Build your network, and treat everyone with respect. You never know where a connection might lead. Be known as someone who is reliable and pleasant to work with. The person getting coffee today, could be a future client, or boss tomorrow.  

Why should marketers allocate more budget to PR?

Jonathan - It's true, PR often operates with a leaner budget, but that's precisely why it's so powerful. Marketers should allocate more resources because the lines between PR, creative, and advertising are increasingly blurred. We're fortunate to offer all those services under one roof, allowing us to work collaboratively—whether as a sole team or part of an Integrated Agency Team (IAT)—to solve client challenges holistically. PR excels at leveraging the most trusted voices—third-party endorsements, earned media, and influencer collaborations—which resonate more authentically with audiences than paid advertising alone. In a world saturated with ads, genuine storytelling and relationship-building cut through the noise. When PR is integrated strategically, it amplifies the impact of creative and advertising efforts, generating earned credibility and driving sustainable brand loyalty. It's not about replacing other marketing functions, but about maximizing their effectiveness through the power of authentic communication and strategic influence.

What is the most unique job you’ve had?

Jonathan - What is the most unique job you’ve had? [feel free to include a photo] That's a fun question! Growing up in Winnipeg, I definitely had my share of unique gigs. From modeling for an Indigenous cola to working at the local IMAX and Winnipeg Goldeyes, there was never a dull moment. But the most unique? Hands down, it was being paid to dress up as Victor, the Just for Laughs mascot, and attend events. Talk about a crash course in crowd engagement and physical comedy!

If you could have a ‘superpower,’ what would you want?

Jonathan - If I could have any superpower, it would be the ability to accurately predict the future. In PR, that would be invaluable! Imagine knowing exactly how a campaign would resonate, anticipating potential crises, or identifying emerging trends before anyone else. It would allow us to craft perfectly targeted strategies and stay ahead of the curve.

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

Other interviews in the series: