Breanne Talbot landed her dream job in June 2010 when she signed on as Communications Specialist with Winnipeg Airports Authority (WAA). Breanne has been involved in a number of exciting projects and played a key role in organizing grand opening events for the new Winnipeg Richardson International Airport.
Working in WAA’s Communications & Public Affairs department keeps Breanne on the go with writing press releases, speech notes, presentations, award submissions and coordinating internal and external events. She also takes great pride in managing WAA’s social media presence, engaging with external audiences through platforms such as blogging and Twitter.
A few years before touching down at the airport, Breanne realized she would have to further her education beyond a Bachelor of Arts degree and develop specialized skills if she was going to obtain her dream job in communications. In 2006, Breanne enrolled in the full-time Public Relations diploma and Management certificate program. She perfected her written and oral communication skills, gained knowledge about public relations, learned about management, and through hard work and dedication, graduated at the top of her class.
Breanne is a member of the Canadian Public Relations Society (CPRS) and has been actively involved on the local chapter’s board of directors. She has served as a student liaison, communications director, secretary, and most recently as treasurer in 2011-2012.
According to Breanne, learning is a lifelong journey and she welcomes every opportunity to grow personally and professionally. To that end, Breanne is a current participant in Leadership Winnipeg, a program spearheaded by the Winnipeg Chamber of Commerce and Volunteer Manitoba. The program seeks to provide a diverse learning experience for existing and emerging leaders in all sectors of the community, helping to create leadership capacity, which will sustain the future of the city.
Breanne Talbot Member Communications Manager Wawanesa Insurance
Public Relations & Strategic Communication Diploma
It all started over a late Sunday breakfast in September at a nearby diner, the autumn of my graduation from the full-time Public Relations Marketing Management Program. My friend, Stefan Braun, had just returned from tree-planting and we were catching up on our summers. He was telling me how he had been daydreaming about starting a music festival while away, featuring primarily local bands, and had even gone so far as to make a dream list of artists he would have play. I had just finished my internship with the program and was eager for a new project. "What's the worst that could happen?," I asked. This was the moment the Big Fun Festival was born.
What's the worst that could happen? Any number of things when throwing a multi-day multi venue event. We just wrapped our third year and now my contingency plans have contingency plans. That being said, Stefan assembled a crack team that afternoon after breakfast, 5 people, each with a talent that when brought together actually made throwing a large-scale event in four and a half months possible. What I learned in the PRMM program was a real asset to this process. I had to create a recognizable brand with a strong enough pull to get people to leave their homes in the dead of winter. Everything was strategic; we started with guerilla outdoor marketing where we postered all of central Winnipeg and the universities with just our logo in October. These posters were everywhere and it got people talking about and wondering what "Big Fun" was. Without a Facebook page or a website available at this point, it started the rumour mill going. This was invaluable when we leventually aunched our website and Facebook page, letting the city in on our secret. People recognized the brand, but were still voraciously consuming information from us and were curious to hear more. From guerilla marketing we progressed to our online videos. We used local artists who would be playing the festival, filmed them playing a stripped down version of one of their songs in various places around the city and posted it online. These videos still create the most excitement for us, and are personally my favourite type of web content we have. From here we went with outdoor media, print media and social media to create buzz and relay all information during the last 2 months before the festival took place.
Year one was a huge learning curve. It was a guessing game, and I didn't have a boss or mentor to run anything by. We were on our own, blindly figuring things out. Would strategy A or B be the best to reach this goal? Our meetings were long and frequent, but we managed to put together a plan that worked.
In year one we broke-even, which is virtually unheard of for a first year festival, and we have grown steadily ever since. Through Big Fun I've had the opportunity to work with other Canadian festivals like Sled Island out of Calgary, as well as local bands like Royal Canoe. I've been interviewed on TV, radio and print, and what I learned in the Interview Seminar of the program proved invaluable during these experiences.
The biggest challenges I have faced in owning and running my own company is trusting the people around me. Being our own boss means that there is very little consequence if you decide not to show up to bat that day, so we all have to hold ourselves accountable to make this work. We also trust our venue managers and volunteers quite a lot, because without them Big Fun wouldn't be possible.
My advice to other students after graduation would be to have faith in yourself and take the leap. You know more than you think you know, and yet still have so much to learn. I wanted a position in branding and every place I looked at required years of experience before they would even consider my resume. So I created my own experience, and am now being approached by companies and artists (Sled Island, We Speak Music, Junofest, Royal Canoe) to consult on and develop their marketing strategies. So take the leap; what's the worst that could happen?
Lauren Swan Senior Strategic Partnerships Manager; Ecosystem and Alliances Orium
Public Relations & Strategic Communication Diploma
I always knew I wanted to have a career in the marketing industry, but I wasn’t sure how my education could take me there. I graduated with an undergraduate degree from the University of Winnipeg, majoring in English and very quickly realized I needed to go back to school and specialize even further. I enjoyed my time at the U of W; the small class sizes and the one to one connection with the professors, so I started to research professional study programs on their website. When I read the program outline for the Public Relations Diploma/Management Certificate, I knew I had finally found exactly what I was looking for.
While the 10 month program was intense, I excelled and flourished as I learned about the marketing and communications field. I found my first job considerably soon after the program was finished, and have been climbing my career ladder since. I have worked with a pet insurance company, the Winnipeg Art Gallery, and Crosstown Civic Credit Union. Each position has further sharpened my skills and I know that with my education and work experience, the sky is the limit for what I can achieve. While my journey is not over, I know I could have never have come this far and accomplished this much without PACE.
Alisa Raizman Marketing and Communications Client Liaison The College of Family Physicians of Canada
Public Relations & Strategic Communication Diploma
There’s a difference between being ready to work in an industry and that industry recognizing that you’re ready to work. As I was completing my Bachelor of Arts Degree majoring in Rhetoric, Writing and Communications at The University of Winnipeg, I knew it wasn’t enough to get me where I wanted to be. I needed an edge; something that would spark intrigue in my future employer; something that would make me stand out.
I was browsing what options I had when I stumbled across the Public Relations Marketing Management Diploma Program. I stopped my search right then and there. It just made sense. All of the courses offered complemented my degree, going more in depth in what I already knew and branching out to areas that I needed to know. This program was the missing link I was looking for.
I have been able to absorb a multitude of information through my fellow classmates, the instructors and all of the industry-recognized guest speakers featured in my classes, all of whom offer incalculable value to the program.
I have been able to use my tailored skills and the networking connections I've made to obtain hands on industry experience through volunteering opportunities such as being a part of the Media Team for the 2014 Junos.
I believed this program would pave the way for dynamic opportunities and I was right. The full-time program gives students an opportunity to participate in a 4 week internship with an organization in the field once the coursework is complete. Following my communications internship for the Winnipeg Blue Bombers, I was offered a position on the Grey Cup Festival team as the Festival Events and Operations Assistant. I love what I do every day and am thankful for the opportunity to work in such a fun, challenging and fulfilling industry.
Amy Palmquist Senior Marketing and Communications Specialist People Corporation
Public Relations & Strategic Communication Diploma
Originally, Stella thought she would go into advertising, but she says that when she discovered the Public Relations Marketing Management Diploma Program at PACE “it just clicked.”
The condensed structure of the program meant only a short leave from paid employment and would make her career-ready in only one year. Plus, the program focused on all areas that interested her most.
Building great professional networks begins with industry-recognized instructors.
“We also gain memberships in the International Association of Business Communicator and the Canadian Public Relations Society, which is wonderful for networking too,” says Stella.
Stella plans to work with visual and dance artists in the body modification (tattooing) industry and will get her first taste of this through an internship as the PR person and micro blogger for the Northern Ink Xposure (NIX) Convention, the biggest tattoo convention in North America. “Some of the biggest names in the industry will be at this convention and I will be conducting all of the radio interviews. Ultimately, I want to get some great ink for these artists and create my own niche in PR,”.
In 2007 I graduated with a Public Relations Diploma and Management Certificate (now the Public Relations, Marketing & Strategic Communication Diploma). This program helped to enhance my BA, which I had received previously.
After graduating, I worked in the lifestyles and entertainment industry, doing a variety of promotional work, including event management. My studies helped me to create low-cost events, while increasing the client’s visibility, sales and customer traffic.
After my time in that industry, I switched gears and began my current role as a Marketing and Communications Specialist. Being part of a not-for-profit organization means that I am the communications department. I am responsible for the company’s image, brand and all the supporting efforts needed to reinforce our reputation.
One of the duties required of me is to create a yearly integrated marketing and communications strategic plan to meet the organization’s needs. This plan guides the various communications and marketing techniques and tools that I use throughout the year.
Creating, designing and editing newsletters, promotional materials, and advertisements are some of the tools used to meet the objectives of the marketing and communications plan. This is in addition to media buying, sponsorships and media outreach.
Professional development is very important to me and that is why I have sustained my membership with the International Association of Business Communicators (IABC) since I was a PR student. Networking with other professionals and having access to various professional development opportunities led me to not just be a member, but be part of the board.
After graduation, I served as IABC Manitoba’s President. This experience was very rewarding and provided me with opportunities to travel and meet other professionals from around the world. I don’t think I would have been part of this organization if I was not introduced to it while attending the PR program.
There were many benefits to being a part of U of W’s program. It helped to build a foundation of knowledge for me to be able to execute my duties as a communications professional. The projects and assignments that were given to us as students were based on “real job” responsibilities, which helped prepare me to enter the workforce. The classes were delivered by professionals in the field, which enhanced the learning experience. The smaller class size lead to building relationships with classmates that have lasted through the years, often times running into them at industry events and working with them on projects.
Understanding how my initial experience at U of W has positively impacted my career, I decided to continue my studies in the evenings and in 2012 I graduated with a Marketing Management Diploma. I am dedicated to my profession and to continually learning. As in any industry, trends and tools change; this is why I will look to U of W whenever I need to update my education.
Danielle Keenan graduated from PACE’s Public Relations, Marketing & Strategic Communication Diploma program in October of 2015, which she said led to her landing a position that provides her with the ability to combine her love of politics and public relations. Danielle is the Director of Communications, Liberal Research Bureau for the Government of Canada.
Danielle said the PACE program was demanding but highly rewarding. “You’re essentially learning a four-year program in 13 months. Learning to prioritize, work within tight timelines, and consistently deliver quality work are all skills that are needed if you want to succeed in public relations.”
She also said PACE is the perfect choice for someone looking to build on previous education and experience, adding, “The combination of small class sizes and a hands-on approach allows you to apply concepts you’re learning to actual projects.”
Danielle said gaining technical skills in the program has helped her overcome a hesitance to get creative with messaging — such as through photography and graphic design. “I feel confident in my ability to create content, which is necessary in today’s industry.”
Danielle puts those skills to good use in her fast-paced position. Every day is different and there is always a blend of responsibilities. “There are days when I’m helping promote a new government announcement, organizing a community event, or hosting a media scrum,” she said, adding that she also appreciates “the immense privilege of working with people who are committed to making a difference.”
Danielle Keenan Director of Communications, Liberal Research Bureau Government of Canada
Public Relations & Strategic Communication Diploma
Surrounded by ballerinas and the art of dance, Natasha Havrilenko is the Public Relations Coordinator at Canada’s Royal Winnipeg Ballet. Prior to graduating from the Public Relations, Marketing and Strategic Communication Management Diploma at UWinnipeg PACE, she earned a BA in rhetoric, writing and communications — and felt that a PACE diploma would complement her degree.
“Further education was the next necessary step for my career,” she says. “And being able to return to the working world in 13 months was appealing.”
Natasha recognized that the current job market requires flexibility and broad knowledge in public relations, marketing, and communications. She believes the PACE program was instrumental in providing her a well-rounded education that reflects today’s job market. She enjoyed the program’s fast pace, which prepared her for the real world of deadlines. Beyond the classroom, PACE facilitated events that allowed students to network and gain feedback from industry professionals.
“Being able to take creative liberty with assignments was a huge bonus, as were the friendships I made in the program,” says Natasha.
Natasha Havrilenko Director of Marketing and Communications Health Sciences Centre Foundation
Public Relations & Strategic Communication Diploma
Shawna Fagundes has a Bachelor of Arts from UWinnipeg. Prior to attending PACE, she held a number of work and volunteer positions, including: supporting adults with developmental disabilities, planning programs for at-risk youth, and providing guidance as a career advisor for a local high school.
After working for a few years, Fagundes decided to go back to school. “I had a great undergraduate experience at UWinnipeg, but I felt I needed to add to my ‘skills toolkit’ and I had always thought about a career in communications,” she says.
“Enrolling in the PR and Management program was more targeted to my long-term career goals,” says Shauna. “I originally wanted to focus on a career in event planning, but through the program, I was exposed to the whole world of communications — including possible career paths I didn’t realize existed.”
As a full-time student, Shauna loved that she was able to finish the program within one year, which allowed her to get started on her new career faster.
“The instructors were very hands-on and knowledgeable,” she says. “The coursework and internship helped me prepare for the real world. Since the program, I've used most – if not all – of the skills I learned from each course.”
Shauna is currently working as a Manager Executive Communications for Canada Life and volunteering for the International Association of Business Communicator’s Canada (IABCC) West Region Board.
Shawna Fagundes Manager Executive Communications Canada Life
Public Relations & Strategic Communication Diploma
Senior Manager, Media & Community Relations at CentrePort Canada, Jill Chapman says it was her PACE diploma (2002) that allowed her to pursue her dream career in communications.
“I had received my Bachelor of Arts degree from UWinnipeg, and was still really motivated to continue my education while maintaining my first full-time job after university,” explains Chapman. “I wanted to strengthen my skill set to add to my workplace experience.”
Chapman’s employer was very supportive of her taking time to complete the Public Relations Diploma program. “I felt it was a natural extension of my arts degree. It allowed me to specialize in an area of work that I felt passionate about. It also has helped me tremendously over the last 10 years to move into more senior roles.”
Chapman enjoyed the intimate setting and her diverse classmates who ranged in age, experience and education. “I learned a lot by working with real life case studies and being taught by instructors who are experts in the subject. This made the difference.”
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