Conversations with Craft - Melissa Retty

1. How did you get started in PR?

While I was at university, one of my summer jobs back home was a Program Coordinator for a local arts school. As part of the job, I had to promote the summer program for kids, which included (little did I know it at the time!) some PR work - securing and conducting media interviews with the local newspaper and radio stations. After that experience - and multiple people telling me I would be good at "PR" - I decided to look into what the heck PR was to see if it was something I should explore as a career option. Fast forward to a few months later, and after much contemplation, I opted to do a post-grad PR certificate at Humber College over a Master's degree. The rest is history.

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

From day one, I've always been fascinated by the agency model and agency life. I find the idea of working across multiple brands, multitasking from one thing to the next and developing creative campaigns that drive business results, incredibly exciting. I know it's cliche, but I love that every day is a new adventure, and you never know what to expect. Keeps me on my toes!

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

It's not super tech-forward, but my to-do list is my only way of staying organized and keeping deliverables on track. I also love my print newspaper subscription; it keeps me informed and connected on the news of the day, and seeing client coverage in print never gets old!

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

Take time to consume the media you are pitching! Be diligent when reading articles and take note of who is writing what so you know what kind of pitches they'll be receptive to receiving. I never pitch anyone without checking their Twitter or Instagram to know what is happening in their lives so you can personalize the note. The art of PR hinges on relationship building, and like any relationship, it takes time and effort - there are no shortcuts. But the payoff is always worth it.

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

Don't be afraid of agency work! I feel like so many PR students think corporate PR is the way to go but I always recommend students start by trying out agency-side. You don't have to stick with it forever, but the vast experience you'll gain in even a short period of time is always a good foundation for any PR career.

6. Name one person (dead or alive) who is on your ultimate dinner party invite list?

My ultimate dinner party invite list would include all of my fave female artists: Celine Dion, Shania Twain, Lady Gaga and Brandi Carlile. Of course, part of the experience would include an intimate and epic concert for guests with multiple duets and perhaps a round or two of karaoke.