成人大片

Interview by: Jaclyn Mika (School of Journalism '08).

Kasi McGurk, School of Journalism 鈥�15, was a Public Relations Specialist, North America, for the Intrepid Group when this Q&A was conducted. She is now the Director of Marketing, Communications & Events at WeTravel.

What did you originally see yourself doing when you first enrolled in journalism school?

I had two different visions of my career after [the School of Journalism]: I love long-form journalism, so I wanted to be a features editor at a fashion magazine; I also wanted to be an anchor for a sports channel (TSN or Sportsnet). If I鈥檓 honest, there was also a part of me that wished I鈥檇 become a speech writer for a corporate executive. Oh, on the odd occasion I鈥檇 dream about being an investigative journalist.

Realistically, like many students, I had a whole load of dreams that all seemed so different, but they circled around my passions, which were鈥攁nd still are鈥攋ournalism, sustainability and female empowerment. Given my passion for journalism and my dreams to be a writer, I enrolled in [the School of Journalism], knowing the internationally recognized program would help me fulfill my dreams 鈥� any of them, potentially all of them.

How did that vision change as the years went by?

So, clearly, I never became an editor or a broadcast personality, or even an investigative journalist; however, I do find a piece of all the 鈥渄reams鈥� I had five years ago have now formed my career. It鈥檚 hard to depict the exact (TSN) turning point鈥攕ee, I still have my sports broadcast references鈥攂ut I think it was in second year that I realized the skills I learned at [the School of Journalism] were transferrable to many different fields, including PR.

As I learned more about journalism and PR, I moulded this 鈥渟uper-career鈥� in my mind, where I could work on broadcast and long-form stories, but I could also become the speech writer and the investigator I wanted to be. See, to me, PR is a great asset to journalism and, in order to be a successful PR person, you need to understand (think like) a journalist.

Thinking back to your first-year self, how do you think they would react to where you are now?

 I hate clich茅s鈥攁nd any [School of Journalism] professor will tell you to remove them from your writing鈥攂ut my first-year self wouldn鈥檛 recognize who I am today, I鈥檇 be so proud of where I am now. In my still-evolving career, I鈥檝e worked with North American journalists from many publications鈥攖he New York Times, Washington Post, Boston Globe, CNN, BNN, Toronto Star, Globe and Mail鈥攁nd I鈥檝e been able to help their editorial teams share stories that I鈥檓 equally passionate about: the impact sustainability and purpose-led business strategies have on the bottom line; how championing for women equality in tourism can impact local economies; businesses carbon offsetting their operations can help alleviate the government鈥檚 lack of involvement in sustaining the planet. I鈥檝e also spent time with many executives (the best of the best at Intrepid Group, my current employer) in many global offices from Australia to Morocco to prepare them for speeches and media blitzes.

What do you think the School of Journalism experience offers that you can鈥檛 get anywhere else?

[The School of Journalism] turned me into a journalist. The real-life experiences and teaching methods allowed me to refine my writing skills and, with much mentoring, tweak my brain to find the news 鈥� not in everything, which is important. Before hands-on learning became a buzzword in education, [the School of Journalism]鈥檚 curriculum was crafted to be immersive and integrated. The real-life newsroom simulations and鈥攕hockingly鈥攖he fatal error automatic 50% grade were purposely training me to think precisely and to understand the bustle of the news cycle. If I had gone anywhere else, I firmly believe I wouldn鈥檛 have received the same training or instruction, which is why I chose the program initially.

What have you done since graduating/how did you arrive at your current position? 

Since graduating in 2015, I鈥檝e pursued a career in PR. I started interning (a requirement of the [School of Journalism] program) at a PR agency near the degree鈥檚 end. Since then鈥攚ith some, ok, a lot of travels and further education intermingled鈥擨鈥檝e moved from an Associate to a Coordinator to a Specialist. I鈥檝e also pursued additional education through a post-graduate degree and I鈥檓 currently applying for a MBA, simply because I love learning and value education.

I鈥檇 like to say my passion and dedication has led me to the position I鈥檓 in. However, I firmly believe that passion can only take you so far, which is why I entirely value the importance of my education and professional experiences.

How has your journalism degree and what you learned in school prepared you for your current career?

[The School of Journalism] taught me a myriad of skills: How to talk and deal with journalists and editors; how to think like a journalists; journalism ethics, which is increasingly important in PR; how to write and edit effectively (you just wait for the first-year grammar test, it鈥檚 fun!). Not only is the program鈥檚 global recognition a value, but its curriculum prepares you for the working world.

I鈥檝e elevated my [School of Journalism] degree in interviews for employment, education and volunteer experiences. Pursing an education from [the School of Journalism] will be one of your strongest assets in any avenue you want to pursue after graduation.

Can you talk about one of the biggest:

Accomplishments you've made?

In 2019, I was award Intrepid Group鈥檚 Business Impact Award鈥攇iven to one of more than 2,000 global employees鈥攔ecognizing my impact and innovation within the business. The award recognized my ability to open new journalistic opportunities and find impactful stories to share. It was an honour to accept the award in front of hundreds of colleagues in Australia, while I was able to talk to the incredible pieces of journalism I鈥檝e had my hand in since starting with the business.

Challenges you've faced as a journalist?

When I started at [the School of Journalism] there were many talks about the changing media landscape, which was favouring online articles instead of broadcast and print. Well, in five years, I鈥檝e been part of the drastic shift in news sources that were a speculation during my schooling.

There鈥檚 this idea that the reader doesn鈥檛 have the patience to wait for news or to read news, which welcomes Twitter鈥檚 function and the importance of always-on online articles. Once the public would wait until 6 p.m. to get the latest news, now it鈥檚 鈥渂reaking news鈥� all the time.

However, about five years ago, I read an incredibly inspiring book by former Globe and Mail Editor in Chief, John Stackhouse, about his thirty years 鈥渙n the Front Lines of a Media Revolution鈥�. Even then, the technology and Internet surge brought disruption to the media. Like any industry, the publications that can evolve will survive, it鈥檚 about knowing your audience. In my time, now on the PR side, I鈥檝e found that businesses and readers (tracked through click through rates) still value long-form storytelling, because if it鈥檚 worth reading customers/readers will read it and that鈥檚 where the best brand stories and journalism comes from. Sure, there needs to be adaptation to provide 鈥渂reaking news鈥�, but don鈥檛 forget the true value in storytelling.

What's one of your favourite memories from j-school?

In first year鈥攊n what feels like my first day鈥擨 was sent to cover a court hearing for an accused murderer. After the hearing, I came back to [the university] to draft an article that blatantly stated the accused was guilty. Well, it turns out he wasn鈥檛 guilty and, even if he was, I鈥檇 made a fatal error in reporting: I injected my opinion into an unsolved murder case. Needless to write, Anne shamed me (nicely, of course) and I now remain completely impartial in my writing. Seems bizarre, but a memory that sticks like tack. Of course, there鈥檚 the typical freshman parties and life-changing experiences 鈥� but don鈥檛 tell me that covering a real murder case in your first year isn鈥檛 memorable!

Any memorable School of Journalism professors during your time at the university?

You鈥檙e learning from the best at [the university]. I can鈥檛 say one professor is more memorable over the other. What I can say, their real-life experience brings real-world application to your education and helps as you transition into the working world.

What advice would you give to current journalism students?

I鈥檇 say: Experiment. [The School of Journalism] allows you the opportunity to try different journalism verticals, it also opens doors in connecting fields. If you鈥檙e set on a specific career, great, still try courses in other directions. If you aren鈥檛 sure what you want to do but know you love to write, you鈥檙e a lot like me and, again, you鈥檙e set to experiment.

Grads at Work is an occasional series of profiles of alums. If you know of a notable grad you鈥檇 like to see featured, send us an email at office.journalism@torontomu.ca.