Media Mavens: In conversation with Remy
Public relations (PR) has been ingrained throughout Remy’s life, from successfully engaging every huge editor in the city during her first internship to working for PR firms alongside global brands throughout her career. She has spent the past 10 years collaborating with creative teams to build epic PR and integrated campaigns. Her passion for building relationships and authentic connections drove her to her current role as the managing director of A&C, a Toronto-based boutique public relations, partnerships, and sponsorship agency with integrated digital, social media, and strategic communications.
We chatted with Remy about her career trajectory, the changing landscape of the PR industry, her best advice for getting people excited about your brand, and her top tips for creating genuine connections through networking.
CLEO: How did you land in your current role at A&C? What led your career here?
REMY: I’m what they call a boomerang employee; it's my second time working at A&C. I first landed a role in November of 2018, right after a challenging situation with a former boss that led me to quit with no job lined up – other than my bartending side gig. I loved my time at A&C and ultimately left after getting headhunted to work at an agency that had some of my dream clients on their roster. Throughout the pandemic, I made a few jumps exploring roles at various agencies, and ultimately never felt like I thrived in those settings. I needed a leader who trusted me to make my own decisions. I was also eager to implement new processes that would elevate our work and encourage more work-life balance for my team. Eventually, I made my way back to A&C, excited to be back at an agency where I felt valued and working with clients who shared similar values.
A career in PR/communications, specifically in an agency setting, has always been exciting to me! I loved glossy magazines (a thing of the past now) and loved the idea of working with various brands. I knew from the beginning that I wanted to grow a career in an agency. But it took some time for me to figure out that you need to find an agency and team that supports your values to feel truly fulfilled in your work.
CLEO: In your first internship, you were able to get every huge editor in the city to a new jewelry boutique in Yorkville and have been collaborating on epic PR and integrated campaigns ever since. What do brands need to know to get people excited about their product or business?
REMY: Great question! I would say my first internship was successful because of my ability to launch at the right time and knowing the right people to target. In my case, it was during TIFF when I knew there would be tons of relevant media in the area. Those elements still ring true.
Many agencies will say they have the relationships to secure results, but the truth is the ability to strategize on timing, target, and the positioning of your story far exceeds any relationship. Relationships with media will help with providing insights when needed. But for real results, you need far more strategy behind your outreach.
Now, media relations is only a portion of your overall communications strategy. Earned media won’t generate the same excitement it once did; you need a partner who can help communicate your story and values through multiple channels - owned, earned, and paid! At A&C, we work with clients on a strategy that includes a variety of mediums, choosing the best story for their channel.
CLEO: You’ve been in the industry for almost a decade, what changes have you noticed the most in the PR landscape over the past few years? What excites you the most about the current state of the industry?
REMY: EVERYTHING! I feel like I’m in a completely different career.
I was interested in PR, specifically agency, because I wanted my job to constantly pivot, whether it's through different industries or mastering various tasks. With influencers and social media creating new platforms and engaging audiences, there’s a huge increase in the ways and opportunities brands can tell their story.
Media relations is a passion of mine, and I am so sad the media landscape isn’t what it once was in Canada. However, I do believe there is optimism. There is much more opportunity for telling your story now that we each can create a platform and build engaged communities. I still see a need for a tailored communications strategy and knowing how to tell your story effectively, a skill media relations experts have always mastered!
CLEO: Building connections is a must-have skill for PR specialists, what are your best tips for building genuine connections with clients and colleagues?
REMY: Networking is everything! Whether it’s with the media, influencers, fellow peers, a new employer, or looking for new friends with shared hobbies, networking is essential!
My top four tips would be:
Know your reason for connecting and have a goal in mind. Why are you connecting with people? What are you looking for? Having a sense of direction makes the process easier.
Stay curious. Be prepared to ask questions and make sure they are relevant. Be open to learning!
Research. If you’re pitching media, a new client, or someone who you are looking to be a mentor, research them. Know who you are reaching out to and ask specific questions related to what they do. Whether you are asking them to cover a story in a similar beat, you love their product and think your service can help promote it, or you're impressed by their career path and are looking for tips for making the next step, you need to go in prepared.
Commit to a new habit. Create a new habit of posting on LinkedIn (truthfully, this is still challenging for me), or spend 30 minutes each day on a social platform following or engaging with new content and people that resonate with you. Find small ways of introducing a new habit, it will soon feel like second nature.
CLEO: How have you seen the role of agencies change as digital marketing continues to evolve? What role do you find influencer marketing and digital tactics take in your work for clients.
REMY: A PR strategy always remains the same – using external stakeholders to build awareness and excitement about your brand in an authentic way that speaks to your brand values and story pillars. However, the levers you pull to achieve that goal are now vastly different.
Influencer partnerships and their engaged communities can help amplify your brand's reach to new and receptive audiences. The digital space has created an abundance of opportunities to tell your story through various platforms and audiences. They are essential to any communications strategy.
Having a social presence is vital for your brand; it’s your opportunity to shape your story to new and existing audiences. A cohesive brand presence helps drive your awareness. PR only works when it has strong marketing tactics to support it! It’s a 360 approach and consumers need to hear your story from multiple channels.
CLEO: And a fun one to finish off, what’s your favourite way to take a break from work?
REMY: I absolutely love staying active, whether it’s through my daily yoga practice, a quick spin on the Peloton, or strength training at the gym. Movement has become so vital for my overall well-being. After my workout, I’m usually outdoors or travelling with my boyfriend, curled up on the couch with a book, or cooking while listening to an audiobook. Stanley Tucci’s Taste is a must, if only for his narration!