De ses bureaux de Toronto et Montréal, deux des plus grandes villes du Canada, et forte de ses expériences nord-américaine et mondiale, l’équipe Torchia propose des programmes et services intégrés et adaptés à d’éminentes entreprises, petites ou grandes.
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Career Chat: What does a career in PR look like? – Torchia Communications
With offices in Toronto and Montreal, and with extensive North American and global experience, the Torchia team delivers integrated and ad-hoc Public Relations programs and services to leading organizations, small and large. Torchia Communications remains a highly regarded Canadian Public Relations firm.
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Career Chat: What does a career in PR look like?


On Thursday, October 22, I was invited by the Academic Advising & Career Centre office from the University of Toronto’s Scarborough campus to speak to students about the exciting field of PR as part of the school’s Chat with a Professional session. This event brings professionals from different industries to speak to students about their career, education and the skills required to be successful in their field.


Most students joining the session had at least a partial understanding of PR. During this event, I was able to deliver a 15-minute presentation highlighting my career journey, education, essential skills required for this field and the different sectors one can work in within PR. After my presentation, 45 minutes were dedicated to the question and answer (Q&A) session. Most questions focused on my roles and responsibilities, how I got into this field, what my advice would be for students looking to learn about a field of their interest, how working with media was like and how could students stand out in the workforce. Among the questions I received, here are the most frequently asked:

1. How I got into PR?


The public relations field is not everyone’s calling. I did not know much about this field until I started working in marketing. I loved writing and social media and the concept of working with media sounded really interesting to me. I wanted to move towards a long-term career where I could use my writing skills, social media knowledge and potentially engage with media. Through research I learned about the Humber PR program and also learned from a friend who did the program that if you want to work in PR and work on those cool lifestyle brands, then an education from Humber will open those doors. It was after the Humber program that I started my career in PR as an account coordinator at Torchia Communications.


2. How could students learn about their field of interest?


There are a lot of careers out there to choose from. Sometimes it can get overwhelming with the number of options. The best way to learn about a potential field you are interested in is to learn from someone who is already in that field. Informational interviews are a great way for students to get an overview into their interested field. Platforms like LinkedIn are a great research tool to search for those contacts. If you want to go into the communication field, mentorship networks like PR Ramp are a great resource to use for connecting and doing informational interviews.


3. What is it like to work with media?


Any good PR professional will tell you media can be your biggest allies. You count on them, over time, to pick up your news and use you as a resource for their upcoming story. However, no PR professional will tell you that media relations is fun. Media relations is probably one of the most stressful tasks you could be doing depending on the client and topic. Core responsibilities for media relations usually entail sharing news related to your client, actively pitching media stories with various angles with the goal of securing coverage for your client, doing media monitoring and actively interjecting with media to provide your client as a resource for their next story. However, one thing is for certain, if you want to gain media relations experience, you need to start your career at a PR agency. In most cases companies usually outsource their PR tasks to PR agencies, so if you really want to get those media relations experience, agency is the way to go.


4. How could students stand out in the workforce?


Getting your first job in the communications field can be hard, but not impossible. Employers want to hire for the right fit and skill set, the best way to showcase your skill set is by creating an online portfolio in the form of a Wix website. In your online portfolio, showcase your writing skills, media relations skills, social media savviness, graphic design skills and video editing skills by adding elements of the body of work you have done in school or in your internship. To get more visibility on your online portfolio, add it to your LinkedIn and Twitter profiles – along with your resume. Using this approach will not only help you stand out from the crowd, but also will verify your skill set. To learn more about what to include in your online portfolio, check out this helpful article from Generation PR called What to include in your digital communications portfolio.


A career in PR can be both fun and stressful, but one thing is for certain you will never get bored. If you are a student who enjoys reading current events, working in a team, love designing stuff on Canva or the thought of working with media, maybe a career in PR is your calling.