Talia Beckett Davis

Instructor
Public Relations

Talia Beckett Davis is one of the newest instructors in our Public Relations Certificate program. She is the owner and managing director of Pink Pearl PR, an agency that specializes in baby, kids and women’s lifestyle products.

She also founded the networking organizations Canadian Women in Public Relations and American Women in Public Relations (Women in PR North America). We spoke with Talia about the challenging aspects of the PR profession along with what makes her work so rewarding.

What do you enjoy most about working in PR?

Working in public relations is full of variety, and I love keeping on top of PR trends! The best part about working in PR is that your skills as a communicator are transferrable across industries.

When I get the opportunity to work with a new brand that wants to grow their online presence, I find it rewarding to be part of their growth plans. From writing a brand’s story, attracting media attention, to planning media events, there is no shortage of work in the PR field.

Today, everyone is connected online and has a voice that is equal to a large organization. As a public relations professional, it is your job to help create the platform. That is what I enjoy most about working in PR—being part of the process of bringing a brand to life and creating a credible online reputation.

What is the most valuable thing that students will learn in your course?

In my course Crisis Communications and Media Relations, students will learn what to do when that credible online reputation becomes tarnished and negative comments are amplified on social media. When you are working with an organization, a CEO is generally concerned with growing revenue, reducing cost and decreasing risk. The risk profile is often on the bottom of the list and it can be unpredictable, although it can have the biggest impact on the long-term viability of an organization if things go wrong.

The unpredictable nature of a crisis is the most challenging for communicators. Although you can prepare for a crisis by developing a plan, it is impossible to know exactly what you are preparing for. We will discuss what to do in a product recall, how to communicate with the media and how to work with internal employees during a crisis. With information moving at lightning speed on social media, my students will understand how to control a brand’s image online.

Do you have any advice for students considering a career in PR?

Work on your personal brand and your business writing skills. Build your portfolio and always maintain a professional image. Working in public relations is a very visible career, and your reputation is everything.

Network with others in your field and learn from each other. Become known for something specific to help you stand out. I believe that you need to be willing to move outside of your comfort zone if you want to be successful in public relations. Always remember that your network is your net worth. You need to create meaningful connections with others in your field through groups such as Canadian Women in Public Relations and build your relationships with media professionals.