Public Relations: A Career Shaped by Stories

Discovering PR at 18

My journey in Public Relations began earlier than I could have imagined. At 18, while pursuing an Advanced Diploma in Advertising, Sales Management, and PR, I landed an internship at IPAN India (later acquired by Hill & Knowlton).

The work was far from glamorous — I spent hours creating PR reports, doing inch-by-inch analysis of newspaper clippings, and ensuring client dossiers were always current for accounts like Aviva Insurance and Kingfisher. But these tasks gave me a solid foundation. They showed me that in PR, even the smallest detail matters.

With guidance from generous colleagues, I began to see the bigger picture: from client brief to ideation, execution, and finally the reports I helped compile. One colleague even gave me the chance to draft a press release — a small but pivotal moment that sparked my passion for PR.

What PR Really Means

Public Relations is often misunderstood as simply “getting press.” In reality, it’s about building and managing relationships between a brand and its audiences. Unlike advertising, which is paid, PR thrives on earned media — coverage secured because a story is relevant and credible.

The responsibilities of a Public Relations Officer (PRO) can range widely, but often include:

• Designing PR plans aligned to business objectives
• Building media lists and nurturing journalist relationships
• Pitching stories and arranging interviews
• Profiling CEOs and key leaders
• Coordinating press conferences, launch events, and panel discussions
• Preparing press kits, which typically contain press releases, fact sheets, company backgrounders, bios, and images

At its heart, PR is about telling stories that people believe and trust.

Traditional PR – Lifestyle and Corporate Brands

In 2007, I began my career at ActiMedia, stepping into the fast-paced world of Lifestyle PR. This was where I learned the art of brand storytelling for clients such as L’Oréal Paris, Maybelline, Garnier, PUMA, Roberto Cavalli & Just Cavalli eyewear, and Percept D’Mark, a wedding planning leader.

But my experience wasn’t limited to lifestyle. I also worked with aviation brands, Cleartrip, tourism boards like Singapore Tourism Board, Hong Kong Tourism Board, and Malaysia Tourism, as well as the Starwood Group of Hotels (Le Méridien, Westin, and Aloft). These accounts introduced me to Corporate PR — shaping narratives around travel, hospitality, and large-scale industries where precision, reputation, and thought leadership mattered just as much as glamour. 

This blend of lifestyle and corporate gave me a 360-degree perspective. I learned how to tell aspirational brand stories in fashion and beauty while also navigating the more complex messaging of aviation, tourism, and hospitality.

The Digital Evolution of PR

As the late 2000s unfolded, the industry began to change dramatically. Blogs, e-newspapers, and online magazines gained influence. Advertorials turned into sponsored articles, and independent bloggers evolved into influencers with loyal followings. PR professionals had to adapt, engaging not just with editors but also with digital creators who spoke directly to consumers.

By 2013, my roles naturally evolved into dual mandates: PR and Social Media. I was no longer just pitching stories to journalists; I was also creating strategies for Facebook, Twitter, Instagram, and later, LinkedIn. This integration mirrored the shift happening across the industry, where brand storytelling demanded consistency across traditional and digital platforms.

Digital PR also began to overlap with SEO. Backlink building — once a technical SEO task — became a strategic PR focus. Securing coverage on high-authority sites like The Globe and Mail or Toronto Star wasn’t only about visibility; it also boosted search rankings and online authority. PR was no longer just about media clippings; it was driving measurable digital outcomes.

Crisis Management: A Core Responsibility

PR isn’t always about launches and success stories. Sometimes, it’s about managing challenges. A product recall, negative reviews, or even an ill-timed tweet can escalate into a crisis.

In these moments, PR becomes the brand’s defense line. Crafting holding statements, preparing spokespeople, monitoring sentiment, and reassuring stakeholders all play a role. When handled well, a crisis can become an opportunity to reinforce trust.

Understanding PR in Canada

Relocating to Canada gave me new insights into the practice of PR. The fundamentals remain the same, but the Canadian media ecosystem is distinctive. National publications like The Globe and Mail, National Post, and Toronto Star coexist with strong regional outlets and community papers, requiring strategies that balance national visibility with local storytelling.

PR here also places strong emphasis on inclusivity and credibility. Bilingual communications (English and French), Indigenous relations, and multicultural engagement are not optional add-ons; they are central to building authentic connections.

Why PR Holds Its Place

Today, brands often prioritize owned channels (social media, websites) and paid campaigns (advertising, sponsored posts). These deliver reach and immediacy, but PR remains unmatched in one area: credibility.

Earned media cannot be bought. An article in a respected newspaper, a feature on a trusted site, or an organic influencer mention builds trust in a way no advertisement can. PR builds reputation slowly and steadily, brick by brick — and that foundation lasts.

The strongest communications strategies balance earned, owned, and paid media. Paid campaigns generate awareness, owned platforms foster engagement, and PR ensures the narrative is authentic and credible.

Conclusion

When I look back at that 18-year-old intern carefully measuring newspaper clippings with a ruler, I smile. She couldn’t have imagined how PR would evolve — or how her own career would grow alongside it.

From glossy magazines to digital-first campaigns, from traditional press kits to influencer collaborations, PR has transformed in many ways. But one thing hasn’t changed: the power of storytelling.

In a world overflowing with ads and algorithms, PR remains the discipline that reminds us of a simple truth: trust is not bought — it’s earned.