51猎奇入口

Rebecca McNeil has two degrees in environmental studies and runs her own communications agency. But before enrolling in the Public Relations Certificate program, she鈥檇 never had formal PR training.

Rebecca鈥檚 career evolved organically. She started out 20 years ago in an entry-level communications role in Toronto. Curious by nature and tasked with doing 鈥渁 little bit of everything,鈥� she always wanted to learn more: 鈥淲hy a press release or why an event for this? Why this tactic for what we鈥檙e trying to accomplish?鈥�

Over time鈥攁nd with moves from Toronto to Halifax to Vancouver鈥擱ebecca鈥檚 skills and contacts grew. Today, her agency, , helps progressive organizations turn digital engagement into offline impact. Together is a family business: Rebecca鈥檚 husband is its senior technologist. Their daughter and dog provide moral support and the occasional distraction.

Ultimately, Rebecca鈥檚 drive to learn about PR is fuelled by her desire to deliver more for clients. Much of her work focuses on policy issues, where communicating clearly and compellingly can have tangible outcomes.

鈥淭hat might be reversing privatization in healthcare in Alberta, or it might be increasing the number of affordable daycare spots,鈥� she says. 鈥淚 always want to keep the bar extremely high for what I can bring to the table because sometimes that does make the difference: Does this policy get accepted? Do we get the budget needed for this idea?鈥�

Choosing 51猎奇入口Continuing Studies鈥� Public Relations Certificate program in 2025 felt like a natural fit. 鈥淔or a client of mine, the Georgia Strait Alliance, we actually hosted an event at SFU, which was wonderful,鈥� she says. 鈥淭here鈥檚 just a lot of community engagement from the university that I鈥檇 experienced firsthand.鈥�

The StrongerBC future skills grant was another critical piece in her decision. 鈥淚t enabled me to get to a yes very quickly because of the financial support,鈥� she says. 鈥淵ou do make some financial commitment even with the grant, but it鈥檚 so much more feasible.鈥�

The program鈥檚 flexible online format allowed Rebecca to complete most of the courses within a year, even while running a business and raising a child. She admits, however, that her studies have also become a family affair: 鈥淚 do a lot of homework alongside my daughter,鈥� she laughs, 鈥渨hile she鈥檚 doing her subtraction and addition.鈥�

Rebecca has been surprised by the depth and relevance of what she鈥檚 learning. 鈥淭here were a lot of civic case studies, a lot looking at reconciliation and First Nations issues. This is incredibly important right now for anyone in any industry, but particularly the one I work in.鈥�

The Media Relations course has been most impactful. 鈥淢edia relations is one of those soft skills that鈥檚 so critical,鈥� she says. 鈥淐lients of mine who used to get a lot of media attention now say the landscape is changing so much. It鈥檚 very hard for something that would have been a story five years ago to be a story now.鈥�

Part of the solution to media saturation, Rebecca notes, is prioritizing human connection and impact. For example, authentic storytelling can bring policy issues to life and help them reach both the public and government decision-makers.

鈥淭he courses have presented these case studies, these ideas鈥攚ays to take your key messages and then make them interesting and appealing and alive to people,鈥� she says. 鈥淭hose have been really good for ideation and brainstorming.鈥�

On track to complete the program in late 2026, Rebecca is excited to expand the PR support she can offer clients.

鈥淎s a business owner in the digital AI age, I can provide an offering that is very human,鈥� she says. 鈥淚t makes me feel like I鈥檓 providing value they couldn鈥檛 get elsewhere, and I think that鈥檚 pretty critical to still being able to break through on policy issues.鈥�

By Colleen Bryon