PR in Practise: Marketing Students Explore the Future of Public Relations

HLOs:

Fourth-year Bachelor of Commerce - Marketing students in the MKTG 4007: Advertising and Public Relations class explored the rapidly evolving world of public relations with Jenny Cruxton, Member of Canadian Public Relations Society (MCPRS), Director of Measurement & Analysis at Fifth Story.

Jenny shared how public relations has shifted in recent years and how the field continues to evolve, beginning with its name. Today, 67% of Public Relations Professionals now describe themselves as Communications Professionals. She also walked students through how brands strategically integrate paid, earned, shared, and owned media to build credibility, shape brand narratives, and drive meaningful business results.

With career top of mind for many fourth-year students, Jenny outlined entry-level roles, growth opportunities, and the key skills needed to succeed in today’s communications landscape. Her advice for getting started was simple and practical: join the Canadian Public Relations Society (CPRS) to access certifications, a career centre, and valuable networking opportunities.

As media continues to evolve and increase in complexity, the demand for new talent across the communications industry continues to grow, creating exciting opportunities for graduates.

Thank you, Jenny, for inspiring students and sharing her expertise with the next generation of marketing and communications professionals. A special thank you to Professor Yvonne Yip-Berkenblit, MBA, CPM, for creating this valuable opportunity.

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