Virtual PR event celebrates student and alumni success
Advice and achievement were in the spotlight during a recent Public Relations Grad Panel.
Students from the College’s graduate certificate program had an opportunity to connect with six successful program alumni and celebrate student awards from their own class during the virtual event on March 25.
Six graduates, invited by professor Emily McInerney, shared their experiences and career advice with soon-to-be graduates from their alma mater. Participating alumni included three repeat Grad Panel guests from the Class of 2008 Dave Mammoliti (De Groote School of Business), Ray McIlroy (No Fixed Address) and Jason Petznick (Blue Mountain); as well as 2011 graduates Steph Porter (Canadian Tire head office), and Kirstin Glover (Herjavec Group).
McInerney noted that the PR Grad Panel is an annual tradition for the program dating back at least 15 years. It is held on the final day of classes before students begin their internships.
“The student response is always 100% positive,” she said. “We deliberately schedule it on the last day of school in the program and many have shared how they walk away feeling really excited and inspired to launch their careers.”
While the event was cancelled last year due to the pandemic, this year’s event was held virtually – a format which this class of PR students have become well accustomed to over the course of their studies. With the program delivered remotely, McInerney noted that they had dozens of guest speakers visit the class virtually and several attended industry-networking events virtually as well.
“Nothing beats face to face but this was a great opportunity for our current students to interact with some of our amazing NC PR grads,” she said. “It was a great chance for them to ask questions and glean insights and advice before they began their internships on March 29.”
McInerney noted that this year’s class transitioned beautifully to remote studies and were highly engaged and committed to the program. Many of the students had also completed their last month or two of university online last year and were all accustomed to online learning as they began the program.
“I feel they have demonstrated resilience. They have impressed all our many virtual guest speakers with their thoughtful questions and high level of participation,” said McInerney. “Although we would all prefer to be face to face, the students and staff alike made an effort to make this a positive and impactful learning experience. I feel really confident we succeeded based on student feedback.”
Panel participants
Ray McIlroy (Class of 2008)
McIlroy who is now VP, Public Relations for No Fixed Address Inc. was interested in participating in the Grad Panel because he feels it’s important to help provide knowledge, context and relevant advice after a dozen years of leaving Niagara and entering the PR agency world in Toronto.
“It’s on all of us to help each other succeed and to help foster new talent in PR,” he said.
His key message to students: to know their worth and to not work for free.
“If companies want to bring on junior employees, they need to pay them in more than just experience. Cost of living isn’t going down anytime soon and unpaid internships are an outdated concept,” he said.
McIlroy noted that helping his clients and helping to develop new PR-focused communications professionals is the most rewarding aspect of his career today.
“It’s a small industry so the more we can raise the standard, the better it reflects on all of us,” he said.
Jason Petznick (Class of 2008)
Petznick, who is currently an account marketing manager at Blue Mountain Resort, is proud of being able to forge a path for himself in an industry that allows him to go snowboarding or mountain biking on his lunch breaks. A snowboarder since Grade 7, he always dreamed of finding a career related to action sports in some way – and he found it in PR.
“My career gives me the opportunity to talk on a daily basis about sports and activities I’m passionate about,” he said.
As a graduate from NC’s Journalism-Print (2007) program, he was drawn to PR by the diversity of the industry.
“Communications is a broad field that allows you to explore classic public relations, along with events, marketing, social media, writing, editing, working with media and much more,” he said. “It seemed like there would be a lot of opportunities available to me after I graduated from the program.”
His key message to the students was that NC’s PR program sets them up with all the foundational skills they need to take their career in many different directions. He spoke about his own career, which began in social media and email marketing and progressed through graphic design, digital marketing and web design, to his current role.
“There was a lot of on-the-job learning involved in some of those positions but there have been direct or indirect ties back to what I learned in the PR program at every step of the path,” he said.
Steph Porter (Class of 2011)
Porter, a communications advisor for Canadian Tire – External – said she was interested in participating in the grad panel because she benefitted so much from NC’s PR program. She now hopes to be a resource for current students making their way through the PR industry.
“I found it was extremely organized and the students were keen and eager to ask questions,” she said.
She recalled that she never knew what PR was until she spoke to a guidance counsellor in university. “I just had this Communications degree that I didn’t know what to do with,” she recalled.
Since graduating from PR, Porter has built up a rewarding career in the industry. She has been part of a communications team at Canadian Tire which has been recognized with several recent notable industry awards including the Canadian Public Relations Society’s International Association of Business Communication Award (2019 and 2020), the Shorty Awards (2020), the CPRS Best Creative Award (2020) and CPRS Best Social Media Influencer Campaign Award (2020).
“I get to be creative, think outside of the box and learn from and collaborate with really smart people,” she said.
Porter’s summed up her advice to students with two letters: TP. “Tenacity plus Positivity will take you far in your PR career,” she said.
Student awards
Two current PR students were recognized for their achievements during the PR Grad Panel event.
Keith Davey Memorial Public Relations Award
Nicholas Mertens was announced as the recipient of the Keith Davey Memorial Public Relations Award. Given to the PR student who has shown extraordinary skills as a mentor to their peers and who has actively pursued, cultivated and benefited from the mentorship of faculty and industry partners, this $1,500 award was established by Terry O’Malley, a strong supporter of Niagara College and a long-time friend of Senator Keith Davey.
Mertens, who resides in Hamilton, was drawn to study PR following the results of a career aptitude test and hopes to grow his freelance business after graduation. He said that he felt validated receiving the award.
“I applied to so many jobs with my BA, never landing an interview,” he said. “With the College’s support, I feel confident I will get a good job and build a rewarding career.”
Coordinator Award of Excellence
Brier Barclay, of Smithville, was honoured with the Coordinator Award of Excellence. This award celebrates a PR student who has demonstrated a strong work ethic combined with a high level of engagement and professionalism. With a positive attitude, a collegial spirit and constantly striving to learn and improve, the recipient is recognized as a future ambassador for the program.
Barclay was grateful to be recognized with the award.
“I had such an amazing experience in this program and am so thankful that I chose to enrol, even in a virtual year,” said Barclay. “Overall, this award shows me that the hard work and dedication I put into this year was seen and appreciated by my peers. I will forever be an advocate for the NC PR program.”
Barclay entered the program with a bachelor’s degree in Sport Management and a minor in Communication Studies. She felt the PR program was the perfect opportunity to expand in an area she is passionate about.
“As COVID hit, jobs relating to sports were somewhat off the table so I believed now was a good time to expand my knowledge and I’m happy I did,” she said. “I am truly excited to see where I go – whether it be working in sports-related communications or starting my own public relations business.”
She found the panel speakers “insightful and passionate” and noted that her main takeaway was to continue to grow as a professional and ensure that she truly loves what she is doing at the end of the day.
“I hope to see myself and my classmates in one of these panels in the future,” she said.