Jessyca Grigg

Someone once told me "develop your writing skills. It is the most important skill to have in communications and public relations." It is because of this advice that I am constantly trying to become a better writer and improve in every aspect of my writing. I owe it all to Michael Jacoby.

I met Michael Jacoby when I was in the ninth grade. It was 'bring your kid to work day' and he was a coworker of my mothers at MPAC (Municipal Property Assessment Corporation). At the time, the only career I had in mind was becoming a firefighter but when Michael was done giving an inspiring speech to a large group of 'minor niners', that had all changed. So when Kerry, my PR teacher at Loyalist College asked us to interview a PR professional, I knew just who I wanted to contact.

Below is the interview I conducted with Michael Jacoby through email. He was kind enough to share a moment of his time with me as well as great words of advice. Enjoy.

1) What is your specific job title?
Director of Communications

2) What is your education background?
I have Bachelor of Arts Degree from York University and a Certificate in Public Relations from Ryerson.

3) What inspired you to get involved in public relations or communications?

I took a few social science and communications courses in university. These courses taught me about media and communications I also enjoyed writing, which is an essential skill for public relations and communications.

4) Are you involved in any professional associations? If so, which ones and how do you benefit from this?

I am a member of the International Association of Business Communicators (IABC). This is the largest association of communications professionals in the world. I benefit from attending IABC conferences as they give me an opportunity to learn about what others in my profession are doing to be successful. Most recently, I was given an Award of Merit from the IABC for MPAC's marketing and communications. It was a great honor for my team and MPAC.

5) How has this field evolved or changed since you began your career?
There have been many changes, but I would have to say that new technologies, particularly new media, have changed the field of communications.

6) Do you believe these changes to have a positive effect on the industry and how did you adjust? I definitely believe the changes have been really positive for the communications industry. It has given communicators many new channels to reach key audiences. Through the Internet, for example, our communications can be multi-dimensional and interactive. This is much different that having an ad in a newspaper. The Internet, if it is done correctly, can capture and hold the attention of your audience more than conventional advertising.

At MPAC, we have embraced online technology and it really has improved our communications with our customers, the property taxpayers of Ontario.

7) What has been your biggest success in this industry?
I would have to say the recent IABC award, but I have been a part of many successful campaigns in my 20 year career.

8) If you could change one thing about this industry, what would it be and why?
Tough question, but I would have to say the industry needs to keep pace with the latest technologies, particularly social media such as Facebook and Twitter. These have become powerful communications tools.

9) If you could give public relations students one piece of advice what would it be?
Develop your writing skills. It is the most important skill to have in communications and public relations. Also, learn how to use design programs such as photoshop, indesign and Quark Express. If you are just starting out in the profession, try to get into a PR consulting firm. You may not get paid much at the beginning, but the experience will more than pay off down the road.

10) What is the best part of your job?

I enjoy writing and strategy development. It's also fun to see when an idea you have actually comes to life.

11) What is your least favourite part of your job?
Really long meetings.