Conversations with Craft - Linda Yahya

1. How did you get started in PR?

It all started with three of my inherent loves: writing, travel and striking up conversations with strangers. As a youngin in University (Gen Zers may cringe at that millennial term), I desperately wanted to be a travel writer. It was when I was completing a double major in Communications and French at McMaster University that a friend of mine introduced me to the wonderful world of PR. And I was hooked.

I could exercise my creative muscle? And help tell the incredible stories of incredible brands? All while getting to build lasting and valuable relationships? I immediately set my sights on getting into Humber’s post-graduate PR program. And it turns out my original career choice had many transferable skills. I completed the course and began my professional communications journey at a few agencies working on recognizable brands like Proctor & Gamble and Mo?t Hennessy. After a few years - which also included a role in-house as the communications lead launching Collective Arts Brewing - I saw a LinkedIn post for a ‘Media Relations Specialist’ at Craft Public Relations. Even then, through a screen, the creative, visionary and inspirational energy that embodies Craft screamed out at me. I thank my lucky stars all the time that I landed here - and that I get to grow, learn from and work alongside the best of the best every single day. And yes, I still get to chat up people I don’t know on the daily, which I just love!

2. What is your favourite thing about working in PR??

I’ve already alluded to it, but for me, it really is the emphasis on cultivating great relationships. As a true ‘people person’, I get my motivation from working in a collaborative environment and feeding off the ideas of my smart and interesting colleagues. And that sentiment extends beyond the team: I thrive on getting to know our clients on a personal level (while also getting to know the ins and outs of their business) and fostering friendships with the media and influencers we interact with. It’s our ‘secret sauce’ - and I wouldn’t have it any other way.

3. What item/tool/system could you not go one workday without??

The tabs function on my browser :). In all seriousness, one of Craft’s values is ‘Cultivate Curiosity’. And I am forever finding fascinating - and often incredibly random - articles that I like to have on hand for when I need a spurt of inspiration in between projects, whether it’s learning about the origins of ketchup packets or doing a deep dive on Bolivian skateboarders. I could benefit from utilizing the ‘group tabs’ ability, though.?

4. What is your best piece of advice for working with media?

I’ll call upon my first-ever experience pitching media. I was just starting out in my career and a nervous wreck, but my manager sat me down in a room (in front of a telephone!) and said the words that have stuck with me ever since: pitch xyz like you would explain it to a friend. She taught me the invaluable lesson of simply getting excited about the story you’re about to tell - and that applies to whether you’re crafting an email or, indeed, picking up the phone to chat with media. Even just framing it up that way in your mind - that you’re just chatting to a friend - can help build confidence. Arm yourself with a few key messages you want to communicate and don’t be afraid to let your personality come through. You’ll find that approach will pay off in dividends.

5. What is one piece of advice you’d give to someone looking to start a career in PR?

Don’t underestimate the power of networking! Whether that’s signing up for a CPRS or IABC membership and attending their events (I was an IABC student member myself!) or just simply reaching out to people you admire in the ‘biz (through LinkedIn or even a cold email) and asking for a moment of their time to pick their brain on their career trajectory and/or insights on the industry, the key is to get yourself out there.?

Once you land the internship or job of your dreams, I cannot preach enough about going that extra mile beyond your assigned tasks. Maybe you’ve been asked to create an influencer list, for example - could you add an extra section where you could include tidbits you’ve noticed about each one to make outreach that much more meaningful and personal? Anything you can do to stand out can help solidify your value as you grow in your career.?

6. What is something you are weirdly passionate about?

I am not-so-mildly obsessed with reality TV…but not just any reality TV. Specifically, a long-running British series (12 years and counting!) called Made in Chelsea. Those who know, know, but for those who don’t, it follows a group of 20-somethings as they navigate life and all its tribulations in the utterly posh and utterly privileged London borough of Chelsea (and their various escapades to places like Bali and Marbella). Call it a penchant for accents or just pure escapism, but I’ve never missed a season!