Mohawk College's Public Relations Graduate Certificate program gives students a great opportunity to put theory into practice. Over the course of the first semester, we have learned how to create a wide range of materials that will follow us throughout our careers. But before potential graduates can produce press releases, social media calendars and communications plans at their own places of work, they need to find those jobs first. Thankfully, the public relations field is is growing at a rapid rate and former students are finding employment soon after graduating.
One of those graduates is my close friend Alana Piedl, who successfully completed the program in 2018. She is currently working at St. Catharines' Henry of Pelham Family Estate Winery as a Marketing/Public Relations Associate. We recently connected to discuss her experience at Mohawk, current role with the winery, and tips for future graduates as they embark on their careers.
NB: Describe your educational background before joining Mohawk’s Public Relations Graduate Certificate program.
AP: Prior to applying for Mohawk’s Public Relations Graduate Certificate program, I completed my undergraduate degree in English Language & Literature with a minor in Media & Communications Studies (B.A. Honours) and a Post Graduate Certificate in Rhetoric & Professional Writing (Honours) from Brock University.
NB: What was your perception of the public relations field before you joined the program? Did it change after you graduated?
AP: Before entering the program, I thought my day-to-day tasks would include numerous press releases and media-focused tasks. While writing is a large component in my scope of work, I had anticipated to write in a much more formal manner and correspond with media on a more frequent basis.
NB: Describe your current job and some of the daily tasks you are asked to complete.
AP: My current role is a Marketing/Public Relations Associate at Henry of Pelham Family Estate Winery. Some of my daily responsibilities include but are not limited to:
1. Managing, planning and creating content for social media accounts for seven brands
2. Advertising
3. Design including but not limited to: social media, POS material, advertisements and sell sheets
4. Media relations and correspondence with key media in and outside of the wine industry
5. Newsletters for Henry of Pelham and Family Wine Merchants (FWM Canada), an agency owned by Henry of Pelham
6. Sourcing branded merchandise
7. Event planning and execution
NB: How has the knowledge that you gained during your time at Mohawk prepared you for your current role?
AP: The Public Relations Graduate Certificate at Mohawk prepared me for my current role by highlighting different facets of the PR industry. My role is constantly evolving, however the program provided me with solid foundation which I can build new skills from.
NB: Is there a specific skill/trait that has helped you succeed in your job?
AP: One of the most valuable skills to be a successful Public Relations professional is the ability to assess your projects and prioritize accordingly. No two days are ever the same in my role and I’m assigned to new projects daily. This requires me to have strong time management skills and shift tasks to meet new deadlines.
NB: What is one piece of advice that you would give to future graduates of the Public Relations Graduate Certificate program?
AP: A piece of advice I would offer future graduates of the Public Relations Graduate Certificate program would be to keep track of your time. As PR professionals, we’re trained to be detail oriented and it’s easy to get caught up in tasks. Taking the time to reflect on how your time is spent will give you the opportunity to evaluate the bigger picture and see where your time is spent. I try and set specific times to work on projects and stick to those timelines.
I would like to thank Alana for taking time out of her busy schedule to assist with this graduate profile. If you have any additional questions surrounding her education or profession, be sure to connect with her on LinkedIn.
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