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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 Maddie Tanenbaum Senior Account Specialist Pomp & Circumstance.
In the office, I’m known for…
Maddie - In the office, I’m known as the 'high-low queen'—a nickname that comes from two of my largest accounts I work on - Tiffany & Co. (diamonds) and Shake Shack (burgers)
What drove your interest in the public relations industry?
Maddie - I did my undergraduate degree in Communications at McGill University, followed by a Master’s in Professional Communication at Ryerson where I studied strategic comms, with a particular interest in how celebrity and influencer voices shape public perception.
I also gained hands-on experience through a co-op position on the SickKids brand strategy team, where I first dove into the world of influencers, media, and audience behavior. This sparked my love for brand marketing and PR, eventually leading me to the agency side.
Can you share a memorable moment that significantly impacted your approach to public relations?
Maddie - Navigating a crisis comes to mind. I worked on the Bud Light account a few years ago and what began as a simple influencer collaboration escalated into a viral controversy, drawing in voices from celebrities, politicians, and media outlets. The conversation shifted from brand marketing to broader debates, showing how the smallest of gestures can be amplified in today’s digital world. This experience reinforced the importance of strategic decision-making in working to protect a brand’s image and rebuilding trust with audiences.
How do you describe what you do to those outside the industry?
Maddie - PR is really about building connections between brands & their audiences. It’s about finding ways to tell stories that feel real and spark conversations - ones that people actually care about and remember.
What are the most pressing challenges facing public relations today?
Maddie - We are facing an evolving landscape with challenges such as the speed of the news cycle and how it shifts every day. Alongside the shifting media landscape is the decline of traditional journalism and the rise of digital platforms, requiring us to rethink our approaches and strategies.
What advice would you give to someone starting out in the PR industry?
Maddie -
- Build strong media relationships IRL: Establishing relationships IRL with media, influencers, and industry professionals is so important
- Focus on writing: Clear and compelling storytelling is at the heart of our industry and learning the art of writing is essential
- Be adaptable & flexible: PR is fast-paced and learning how to pivot quickly is a great skill to succeed
Where do you see the public industry heading in the next 5-10 years?
Maddie - I think we’ll see a stronger use of AI to track things like sentiment and to measure campaigns. Social media will of course remain a key platform but we’ll need to adapt alongside any new & niche platforms as well.
Why should marketers allocate more to public relations?
Maddie - PR helps build real relationships, often in a more cost-effective way than traditional marketing. You’re really earning attention through organic buzz and genuine connections with your audience.
If you could have a ‘superpower,’ what would you want?
Maddie - If I could have a superpower, I’d choose the ability to instantly understand and speak any language. Imagine being able to connect with anyone, anywhere in the world.
Do you have a suggestion for a Communications or Public Relations person we should interview? Let us know.
Other interviews in the series:
