There’s an old saying:
It’s a bad day if you don’t learn something new. I don’t know if it’s a common
saying or just something I heard from my dad, but in either case, I have found it to
be almost universally true. If you can walk into a new experience and walk back
out without learning something new or interesting, you were either watching TLC
or you’ve wasted an opportunity.
This outlook took me
all the way to university, and when I graduated, I found myself looking for
something new to learn that would preferably lead to a career in the not-so-distant future. I vaguely knew what I was looking for; something
writing related that would let me travel. More importantly, I knew what I didn’t
want: Journalism. This presented a slight problem since, for as long as I could
remember, I’ve wanted to be a photojournalist. It was partly familial
influence, and partly because I was inspired by a version of journalism defined
by Walter Kronkite. In either case, I realized shortly after beginning a
Bachelor of Journalism that, outside of being a brain surgeon, there was
nothing I wanted less.
Fortunately, I realized
that before it was too late, and transferred to the looser field of
Communication Studies. While that gave me some breathing space, it left me in a
bit of a bind. I found myself asking: What am I going to do for the rest of my
life? What exactly can I do with a degree in communication studies that wasn’t
journalism or telemarketing?
Courtesy of Carleton University's Communication Studies admissions page, http://admissions.carleton.ca/programs/communication-studies/ |
Then Lance Armstrong
and his doping scandal happened. When I heard about it, somewhere in my mind, I
made a connection between the media reaction to the scandal and something my
first year journalism professor told us during lecture. She told us that there
were two strands of media: journalism and public relations. In short order, I figured out which strand I wanted
to fall into.
I saw media handlers
shuttling Lance Armstrong from interview to interview, fielding questions from
reporters with answers that had obviously been pre-assigned. I listened as
communications officials from Team Radio Shack and the Union Cycliste
Internationale, the global governing body for cycling, run journalists around
like a herd of cats, trying to keep a handle on the situation.
Courtesy of Union Cycliste Internationale, http://www.uci.ch/Templates/UCI/UCI8/layout.asp?MenuID=MTYzMDQ&LangId=1 |
I watched as the
North American media went rabid, and it seemed like every late night talk show
was filled with Lance Armstrong jokes. I saw reactions from other cyclists,
some genuine and some so obviously fabricated and filtered that it was
hilarious.
As I watched, the
pieces clicked together in my head and for the first time since my first year
of university, I knew what I wanted. I began to focus on learning more about
public relations, both in North America and in Europe. At one point, I had
forty different texts on public relations on my e-reader, and had followed the
communications directors of each of the major Tour De France teams on Twitter. I
filled my social media feeds with information, picking up the details of crises
management when the world is watching. I wanted to be the person writing those
Facebook posts and Twitter team updates. I wanted to be the one arranging
interviews and media appearances.
However, this left me
with a new problem: I knew what I wanted, but I had no idea how to get there. I
was almost entirely certain that applying to MSNBC straight out of university would
end in a painful silence, so I fell back onto my earlier assertion, that it’s a
bad day when you don’t learn something new, and began investigating further
education on public relations.
Courtesy of Mohawk College's website, mohawkcollege.ca |
That decision led me to
researching graduate programs for public relations, finding one here at Mohawk
with rave reviews. It seemed like a perfect fit, and three months into the
program, I can honestly say that it was a good decision on my part. Taking what
I already knew about my desired strand of public relations, as a team publicist
or communications official, and looking at it in context with what I’m learning
in the program has helped me gain a clearer understanding of what it means to
be a public relations practitioner. I’m learning something new every day and
heavy course load or not, I count those as good days.
When people ask me why
I chose public relations, my default answer is to say that I chose it because
of a deeply ingrained disdain for journalism, with some vague references to
Star Wars thrown in for comedy. In reality, the fall of Lance Armstrong helped
me decide my career path, changing what I wanted to get out of a career after
ten years of schooling.
Whether the stars will
align and I’ll become a team communications official is still to be determined,
but what I’ve learned, and will continue to learn in the program, will help me build a life
after graduation. I wouldn’t have had the motivation to continue an education
in Public Relations if it hadn’t been for Lance Armstrong’s self-destruction,
so when it gets down to brass tacks, it’s thanks to him that I’m in this
program at all.
It all comes down to
opportunities, and learning everything you can. I consider myself lucky, both
for being in this program and having the good fortune to have had a front row
seat to the Lance Armstrong media circus. It wasn’t expected, but it changed my
life, something I’ll be grateful of for a very long time.
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