Freeze Frame with Candice MacAulay (Loyalist PR 07/08)

Today’s Freeze Frame features Candice MacAulay (Loyalist PR 07/08) who is now the Public Relations and Media Co-ordinator for the national office of the Girl Guides of Canada.

Prior to enrolling in the Post-Graduate Public Relations Program at Loyalist College, Candice completed a degree in Anthropology and Women’s Studies at Trent University. She also spent a semester at Kansai Gaisai University in Osaka, Japan where she majored in Japanese Language and Asian Studies.

Freeze Frame: What kind of PR projects are you working on right now with the Girl Guides of Canada?

Candice MacAulay: One of the coolest things I'm working on is a partnership with HarperCollins Canada to get "recommended by Girl Guides" stickers on the covers of children's/middle grade and young adult books that we feature in our online book club. They did a similar cross-promotion campaign with Hello!Canada magazine, and it won an award from the 2008 Canadian Marketing Association Awards.

So sometime in the next few months if you're at a bookstore and see a book display with the Girl Guide logo, you'll know I had a hand in that!

FF: How did Loyalist PR help prepare you for your job?

CM: All the case studies were really helpful because it showed you what works well and what crashes and burns. I'm able to say, "Well, I think this will/won't work because…" and then actually give real life examples.

All the writing practice also helped because I'm always writing media advisories, articles for our magazine Canadian Guider, corporate sponsorship proposals, etc.

FF: What are the three skills you use the most in your line of work?

CM: Media relations, corporate partnership/sponsorship relations and writing/editing.

FF: What do you enjoy most about your job?

CM: I'm pretty much in charge of all the online marketing/social media stuff like monitoring blogs on RSS feeds, writing content for the GGC Girls website, researching web sites and companies to see where we can get the most ROI from web banners, etc.

FF: Tell us a little known fact about the Girl Guides of Canada.

CM: Girl Guides has been around for almost 100 years in Canada. We're celebrating our 100th anniversary in 2010 with a huge international camp called Guiding Mosaic 2010. We're estimating around 3,500 girls from over 144 countries will be there. I'm also working on getting an author to do a book signing/creative writing workshop/book reading or some such!