It’s been three month’s since I dove head first into PR agency life, and I have to say it turns out I’m a pretty good swimmer! There is some good, some bad, but nothing sums it up better than slightly misquoting one of my favorite films; “Thornley Fallis, I think that this is the start of a beautiful friendship.”

One of the things I have had to get used to is learning to negotiate a new work/life balance. I rarely leave at 5:00pm, and when I do I usually take home work with me or access it remotely. I’ve become a bit of a hermit, and have had more than one phone call/email/tweet from friends asking where I am and if I am still alive. But on the flip side, I have really started to appreciate that time I do spend with people I care about, something as simple as going to see a movie becomes so much more enjoyable than before when I had a lot more free time and took it for granted.

I think that as long as you are doing something you love and that interests you everything else will fall into place. I get invited out to some pretty nifty Toronto events such as Thirsty Thursdays and Third Tuesday, and have been able to coordinate some really great media interviews and press coverage for some of our clients to date. It’s a great feeling, and I can’t wait to see where I am in another three months, let alone after a few years of their mentoring combined with trial by fire opportunities for me to prove myself!

To all you account coordinators out there, I hope you’re having as great a time as I am!
(And remember, when a good book and a bubble bath fails to calm you after a long stressful day a glass of dry red wine might just do the trick…)

This past weekend, the PR Girlz at TFC had the pleasure of taking part in the 20^th Scotia Bank Toronto Waterfront Marathon.  It’s the biggest in Canada and held right here in Toronto every September.

The marathon is great opportunity for runners of all shapes and sizes to come out and push themselves to their personal best.  In fact, this year a new record was set for the fastest marathon run on Canadian soil by Kenneth Mungara.  Kenneth ran the full marathon in just 2 hours and 8 minutes!  Incredible.   But the marathon also provides the chance for participants to raise money the charity of their choice through sponsorships.  Over, $1.8 million was raised this year alone for dozens of different charities  around the country.

Now, for the reason I’m writing about all of this instead of just providing a link to the Marathon website…

At 8:00am Sunday morning, I rolled out of bed, grabbed a coffee and navigated my way through the maze of re-routed streetcars to meet up with some of my fellow “PR Girlz” at Union Station.  From there we were heading down to the starting line at the CNE grounds to walk the 5km in support of the Canadian Pain Coalition’s first fundraiser “Pennies for Pain.”  The Canadian Pain Coalition is a patient association we’ve had the privilege of working with through one of our clients.

Naturally, we were more than happy to participate and walk in support of such a worthy cause.  I, for one, had a lot of fun on Sunday morning and I’m pretty sure the TFC ladies walking with me feel the same way.  It was so refreshing to be up on a Sunday morning (walking on Lakeshore Boulevard under the Gardiner Expressway!), when I would usually be fast asleep.  But as I watched the marathon runners cross the finish line I felt both lazy and completely inspired.  Perhaps I’ll work my way up to the half-marathon for next year.  Until then, here’s a picture of myself and the TFC “PR Girlz” between the crossing the finish line and breakfast at Fran’s.

Time flies when you’re having fun! It’s been a whole year since my first day with Thornley Fallis, and what a year it’s been: Fantastic clients, great colleagues, a world of new connections and one heck of a learning curve. So, instead of offering a boring recap of my year, I’d like to offer up a few key-learning points I’ve picked up during my last 12 months as an Account Coordinator at TF:

1)     Whatever you think you know, you’re wrong. Okay, maybe not completely, but in some cases, we may think we know a lot – but don’t have the experience to back it up yet. When I began at TF, I thought I knew quite a bit. I thought it would be an easy transition. But it was harder than I thought, and as soon as I realized how much I didn’t know, that’s when I really started learn.

2) Always be open to constructive feedback. Sometimes it’s tough just starting a career. Like I said, you might think you know quite a bit already. It’s easy to get anxious about receiving what you perceive to be negative feedback. The key thing to remember is that more often than not, it actually isn’t negative – it’s meant to be constructive. Always try to look for the learning opportunities in the feedback you’re given.

3) Ask questions. The only way you’re going to really gain knowledge and experience is by asking how to do things better. If you think something is good and ask a senior colleague to look at it only to receive it bleeding all over the page, ask for an explanation why so that you can do better next time.

4) Don’t be afraid. Okay, I think this is a really difficult one for all young professionals and I know personally I’ve struggled with it too, but it’s a key learning opportunity. In public relations and especially in social media, there are times when decisions need to be made, responses need to be drafted and approvals given in a very short time frame. Look at it as an opportunity to offer your opinions, show your talent, and try your best. Right or wrong, your efforts will be noticed and you’ll learn from it one way or the other.

5) Hard work does not go unnoticed. In the agency world, we put in long hours sometimes. We juggle various clients from all different industries with varying levels of involvement. Commitment to your clients and to your colleagues is incredibly important. By instilling a sense of pride in the work that you produce and the time you put into it, others will notice and show their appreciation as well.

So there you have it, my top 5 learning points after one whole year with Thornley Fallis. Now, please don’t assume I’m saying that I’ve mastered all of these points. I’m not totally there yet, but I think recognizing the need to learn them is a step in the right direction. I whole-heartedly admit that I still have a lot to learn – and I’m looking forward to it!

Both articles discuss PR in relation to Michael Bryant’s case, and from my reading of it and as someone working in PR I was a bit put off.  To pull a few quotes from the Star article; “It helps to have friends in PR”, “Look, the headline of this story should be: ‘Navigator, changing your perceptions without you even knowing it” and “He refers, of course, to Navigator Limited, the smooth public relations firm hired by Bryant (when exactly is unclear) to massage the message”. The article then continues to a full page analysis of the inner working of the messaging surrounding this tragic incident. The Globe article takes a look at Navigator’s use of social media (Twitter, Blog and Facebook) in relation to their client.

Personally, I resent the fact that PR is often tied to “spin”, deception and manipulation. I do not feel that reflects the work that I do, or the many other professionals who are passionate about communication and social media. However I did find it very interesting that the article pulls into the spotlight a PR firm, whereas usually the agency stays in the background.

I want to make it very clear that I am not choosing sides and making statements about Michael Bryant’s guilt or innocence.  I feel this is a very tragic situation for both sides. Lives have been changed forever. But facing these serious charges and the media onslaught, I can sympathize with Michael Bryant for enlisting the services of Navigator just as I respect the work they are doing on behalf of someone who will be forever affected by this moment in time. PR does not change “the facts”.  A strong team of media savvy professionals helping in the face of any crisis can provide advice, support and direction.

What do you think of the role PR plays in image management issues when a crime or tragedy has occurred?

I was pleasantly surprised (and a bit overwhelmed) at how fast I was thrown into working on projects. My first day felt like; here is your office, here is the kitchen, here are your supplies and this is how we track time (that’s another matter in itself). And then, I basically got straight to work! This past month I have had the opportunity to do a number of different tasks;

• Writing pitches
• Doing research into locations for upcoming venues
• Working on media lists
• Media monitoring

Since I work on consumer, health and food clients there has been a fairly good variety and I’m really enjoying it.

I don’t think I would be able to manage all of the different tasks and files on my desk if I wasn’t an organized and structured person who loves a bit of chaos thrown into her life. I stay organized by keeping a spreadsheet where I list tasks that need to be done, and the deadline I need to have it completed by. This way I can start my morning by planning my day based on what deadlines are quickly creeping up on me. (And trust me, they can creep up quickly!)

In all, I’m very happy with my experience so far. I think the best part is that I feel like I’m a part of a great team, and am really looking forward to continuing to learn and grow in my role here.

Any advice on what I should look out for in the coming months?

I thought that I would make my first official post about education, since I have just finished my degree at York University.  Just remember, this is only my experience and there are lots of different ways to get where you want in PR.

My degree was in Communications Studies, and I took English as a minor. I think that writing, close reading and research skills are very important to a job in PR and that taking English classes was a great way to practice and develop these abilities. (Especially when you are writing a few 15-25 page research papers in your final year.)

But before that I took a year off from school to work abroad, which was great experience and a chance to meet people while working in another country (England). I did a number of general office tasks, but also worked specifically on proposals for new business as a part of a marketing team. This is where my research, writing and computer formatting skills came into play.

Near the end of my degree I volunteered with Walk Now for Autism, and it was another great experience. Some of the responsibilities I had were helping with donation mail out letters, and assisting with fundraising events. I had never realized before how much attention to detail and organization went into planning one event! Organization was very important to keep track of large lists of contacts and people who had previously donated. Then there was around this time a brief stint as a freelance fashion writer, where I did store reviews and spotlights. My passion for writing was a great asset, and I was able to add to my portfolio this way at my own pace.

During my first actual PR job, I worked to promote baseball clinics on behalf of Kelly Gruber. The clinics were being held in St. John’s Newfoundland, but I was working out of Toronto. So the time difference and making contacts over there was a challenge, but I learnt a lot and had a great mentor throughout the entire process. I think with any learning experience, having great people to support and teach you are invaluable.

When I graduated I looked into the course offered by Seneca and considered it, but for me personally I felt fairly prepared by my course work and experience to date to try working firsthand in an agency. Of course, internships and specialized courses are a great way to gain experience and I think they are worth exploring. And that’s about sums up how I came to work with Thornley Fallis!

So, what are your plans for a future in PR?

Or, if you currently work in PR, how did you get into the field?

I’m no stranger to writing, and have been blogging on and off for well over five years now. It began innocently enough with a Livejournal, and then evolved onto Myspace. Today I contribute sporadic entries on my Facebook page as well as write on my most recent Blogger account “PR Musings” (which due to my hectic post-graduation schedule is sadly lacking in the musings department).

However, I’m excited that I’m being invited by the team to contribute to PR Girlz as an Account Coordinator and recent graduate.  It was from the gentle nudge given to me by our CEO Joe Thornley combined with resident PR Girl Kerri Birtch and the other ladies here at TFC that I am going to (hopefully) become a weekly contributor. For now I plan to give honest feedback and advice to students and recent graduates.

But first, a bit about me…

I’m originally from Sudbury, Ontario (yes, we have a rather large nickel statue) where I attended Laurentian University for two years until I decided (for a number of reasons) to transfer to York University in Toronto. I love English and writing, so I supplemented my Communications degree with a minor in English. Before I graduated, I jumped at an opportunity to work abroad in England for a year, and was an office temp (very unglamorous) until I landed a job in the “Strategic Marketing” department of Fair Isaac (FICO). Then, after a few pints and tearful goodbyes at the year’s end, I came back to Toronto to finish my degree.

I wanted to grow my portfolio, so I began to look for opportunities. I networked, made contacts and worked briefly as a freelance fashion writer, volunteered for Walk Now for Autism and was the only PR person to promote Kelly Gruber’s 2009 baseball clinics (where I learnt a great deal via “trial by fire”).

I love to write (especially when people are so inclined to read it), and so I hope to give you food for thought through my entries on PR Girlz. Even if during some hectic weeks, it turns out to only be an appetizer.

If there is anything you would like to ask me about, feel free to write it in the comments section and it may just turn into a post!

I have decided, after much reflection, to go back to school to pursue a degree in Nutritional Science. I know I know, quite a change! I realize I am straying very far from the PR world but this is something I think, for many reasons, is right for me.

Of course leaving will be bittersweet. I am excited about the challenges and new experiences ahead of me, but I will miss a lot of things about working here. Mostly, I will miss the people. It will not be easy to leave such a kind, smart and talented group.

I have learned a lot while working here at TFC. And even though I am not continuing on in PR, I feel like I am equipped to face new challenges wherever I may go with the skills and knowledge I have gained here. So, thanks guys.

I also wanted to thank you all for reading PR Girlz. I have really enjoyed writing on here and hope to continue my blogging adventures on my own in the near future. Keep reading!

Farewell!

I decided for today’s post, as it is Friday, that I would go ahead and bring back “Casual Friday’s“. They used to be a more frequent occurrence on PR Girlz  as way to ease into the weekend on a more lighthearted and not necessarily PR related way.  On that note I bring you, Casual Friday!

I’m going to play devil’s advocate and talk about the potential downsides to social networking sites. So, I saw the e-card above a little while back and besides making me chuckle, it actually got me thinking. Now I love Facebook and Twitter as much as the next 20-something who lives at their computer. I love the fact that I can keep in touch with my friends and family through pictures, wall posts, and 140 character messages. It’s awesome. But, after seeing this e-card, I asked myself ”Could Facebook and Twitter actually be doing friendships and relationships more harm than good ?”

Facebook and Twitter give you the ability to see basically everything about what is going on in your friends lives without ever talking to them. Sometimes it’s easier to look at someone’s Facebook profile every now and then instead of actually keeping in touch. Sometimes it’s just easier to write your friend a quick wall-post instead of giving them a call.

Have you ever felt awkward seeing someone after a while and asking what they’ve been up to even though you already knew full well what they’d been up to because you have them on facebook and have obviously seen every single one of their status updates and photos? I have! Even with my closest friends, we are so connected online that when I actually see them in person I sometimes feel like we have nothing to talk about because we’ve already said it all!

Is it just me, or have we somewhat lost the ability to communicate in more traditional ways? Sometimes I find myself just looking at my own brothers facebook profiles or sending them a quick wall-post and convincing myself that I’m “keeping in touch” with them. And that sort of makes me sad. Communicating solely through a computer can only get you so far. It erases the human factor of communication. There are no expressions, emotions… no human voice.

At this point I think it’s important that I reiterate that I love Facebook and I love Twitter. I think they are excellent communication tools, especially if you are unable to see people face-to-face and I can’t really remember life before them. But I think it’s important, especially for us folks who spend 99% of our time “connected” to realize that communication through social networks is only one part of communication. It shouldn’t replace the face-to-face communication in our lives, it should be an addition to it. It’s easy to get excited and constantly post everything we’re doing or thinking while at the same time forgetting to actually step away for a little bit and live!

Do you think we’ve lost the ability to communicate in traditional ways? Do you feel like you spend too much time on social networking sites? Or am I way off base?

In the meantime, we’d like to know who you want to hear from – tell us your favorite Geek Girlz and we’ll see what we can do!