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Media buyers, stop wasting time trying to find the right sales rep? Turn to the Rep Finder and get connected to our database of the most up-to-date sales contacts fro Broadcast, OOH, Publishers, Social Networks and more from across Canada.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 Rebecca McLaren, Senior Account Manager at Middle Child.
In the office, I’m known for…
Rebecca - I’m known for my organizational skills. Nothing gets me hyped quite like leading a productive meeting or crafting the perfect, colour-coded workback schedule… 🤓
What drove your interest in the public relations industry?
Rebecca - I’d actually planned to go into advertising or entertainment, but my first public relations internship got me hooked! PR has allowed me to wear all the hats I love: writer, project manager, graphic designer, strategist, copywriter, event planner, and so much more. Now, I’ve made it a goal to teach more young professionals about the industry since it wasn’t on my radar.
How do you describe what you do to those outside the industry?
Rebecca - I always describe PR in relation to advertising, because the latter is more generally understood:
Traditional advertising, like commercials or print ads, provide brands with full control of what they say and where they say it–but consumers know that and are therefore less likely to trust it. PR tactics enable less control of the ‘what’ and ‘where,’ but they deliver messaging more authentically, through real people, like expert spokespeople, your favourite influencers, or even your go-to news outlets. Together, the two industries help brands strike the perfect balance to meet their marketing objectives.
What are the most pressing challenges facing public relations today?
Rebecca - I think the blurring lines between different agencies’ roles are being pegged as a challenge across the creative industries. That said, PR professionals have always been marketing generalists, with experience flexing between traditional PR tactics–like earned media relations–and other agency functions, like social media, events, and stunts. I, myself, have decorated venues, edited social content, developed shot lists, and written podcast ads all while working in PR, so I’d say we’re pretty well-equipped to expand our offerings and deliver even more value to our clients!
What advice would you give to someone starting out in the PR industry?
Rebecca - Know your impact! Tasks like daily media monitoring can feel tedious, but they lay the foundation for your brands’ strategic decision-making, from crisis responses, to proactive pitches and insight-driven plans. Your role is more important than you think
Why do you love working in public relations?
Rebecca - Whether it’s the task at hand, the industry or brand, or the team I’m working with, I love that each day is different in a public relations agency! As a senior account manager, I’m constantly tackling new brand challenges and brainstorming first-of-its-kind ideas. It’s much more a passion than a job. And I’m surrounded by such creative and hardworking people.
Where do you see the public industry heading in the next 5-10 years?
Rebecca - I think our measurements for success are going to change–and they’ve already started to! Brands used to prioritize the outlets they landed in and their corresponding impressions, but the rise of social media is enabling us to look a step ahead to see if those placements are actually driving meaningful consumer conversation. At Middle Child, we use our Resonance Framework: Engage Community, Forge Connection, Infiltrate Culture, and Generate Conversation. To me, these pillars push us to prioritize the end consumer throughout the planning process, ensuring we’re not only securing stories from the media, but also encouraging real people to amplify our stories.
Why should marketers allocate more budget to PR?
Rebecca - While there’s value in every area of marketing, the ROI on PR can be incredibly high. PR teams know what it takes to make a campaign go viral and have the relationships to land earned coverage in the outlets brands crave. Plus–as consumers become more and more skeptical of brands–it’s increasingly important to have real, authentic voices vouching for your products and services.
What is the most unique job you’ve had?
Rebecca - Before I got into PR, I had a brief film stint as a “Playback,” meaning I pressed the play button on an iPod for a music video. No photo evidence exists, so you’ll just have to picture me crouched down on the floor while a camera crew tripped over me. Only lasted a day 🫣
Do you have a suggestion for a Communications or Public Relations person we should interview? Let us know.