Candice Bruton
Candice Bruton, a members of NATIONAL’s Healthcare practice in Toronto, recently celebrated her one-year anniversaries with the Firm. To commemorate the occasion, Candice shared her experience so far at NATIONAL with her first blog post.
What is your role on NATIONAL’S Healthcare team and what are you responsible for? Candice: I am a Senior Consultant on the Healthcare team in Toronto, acting as project lead and support for clients in the health, non-profit and pharmaceutical sectors. From planning and execution to monitoring and reporting, I oversee a number of traditional, social and digital health communications programs.
What has been your favourite thing about working at the Firm? C: My favourite thing about NATIONAL is the people I work with. They’re creative, smart, strategic thinkers and continue to inspire me to challenge myself, think outside of the box and learn as much as possible. I have the opportunity to work with colleagues in Canada, the US and the UK in diverse roles – from traditional PR consultants, to creative directors, analytics and insights gurus, paid media strategists and more. These colleagues have taught me so much in only a year of being with the Firm, and thanks to them, I get to learn something new each and every day.
What does your typical day look like?
C: I’m lucky to say that almost every day is different – from planning and executing campaigns, participating in training and development sessions, and learning about the latest our Firm has to offer from colleagues around the globe – but there are a few daily rituals I never miss, most importantly keeping myself updated on industry trends. My days start with reading the latest health news. As communications experts, it’s important to understand the playground you’re operating in – what your competitors are doing, government priorities, new digital and social trends being explored, and how a reporter’s beat is evolving. Our job is to make our clients’ jobs easier and that starts with being informed and making strategic recommendations based on the knowledge.
Any interesting experiences you can share?
C: I had the opportunity to travel to London this year to support our AXON UK colleagues with one of the global accounts run out of that office. My 6-week trip is one I won’t ever forget. Thanks to several lovely UK-based colleagues and their wonderful British hospitality, I felt at home right away. I learned so much about the strategy, planning and work that goes behind global PR work, different capabilities of our Firm – medical communications for instance – and how offices across our network are working together to help our clients achieve success.
What types of learning opportunities exist at your level? Have you participated in any?
C: This year I participated in the Keystone Leadership Development program with a number of my colleagues in the Toronto office. This year-long program provided us with skills to be an effective manager, resolve conflicts, approach difficult situations and more. The skills I learned in this program have not only helped me learn how to become a better line manager, but have also helped me become a more effective consultant for my clients.
What is the most important thing to know about working in a communications agency?
C: That’s a tough one. If I had to choose just one vital thing about working in an agency environment, I would say it’s important to build trust with both your peers and your clients. It’s important to do what you say you are going to do. Public relations is a fast-paced industry that requires teamwork, honesty, integrity and collaboration. We spend the majority of our time with the people we work with every day, and trust is the glue that holds those relationships together.
What are you looking forward to?
C: Currently, I am becoming Google Analytics Certified through an ongoing training program offered by NATIONAL and am looking forward to applying the skills I learn to digital projects I’m currently working on. ++ With so many diverse areas of expertise in the communications industry it can be difficult to choose just one. Communications agencies provide you the opportunity to explore those areas and find your niche, while also offering continuous learning and growth opportunities. If you’re interested in taking the next step in your career with a leading communications firm, check out NATIONAL’s career opportunities.