As the PR profession continues to expand beyond traditional communications roles, practitioners are increasingly being called on to collaborate across disciplines, advise business leaders and help shape decisions. For September’s In Conversation With blog series, we connected with Jennifer McCormack, Vice President and Practice Lead, Healthcare, and Interim Managing Partner, Toronto at NATIONAL Public Relations.
With 24 years of communications experience, including 11 years at Johnson & Johnson Innovative Medicine Canada and four years at AstraZeneca Canada, Jennifer brings a wealth of experience in healthcare communications and senior leadership. We spoke with Jennifer about the evolution of her role, the value of cross-functional collaboration, the continued impact of AI and why communicators need to see themselves as business leaders and advisors.
How has your role as a PR practitioner evolved in recent years?
In recent years, my role as a PR practitioner has evolved into senior leadership and greater management of our business at NATIONAL. I am still very involved in the day-to-day management of client work but have added this greater responsibility.
What major shifts have you seen in the PR profession, and how are they shaping your work today?
I am so proud of our profession. I have seen the shift and evolution to so many areas of expertise. In my case, I have been in healthcare communications for some time, but there isn’t a day when I don’t work with my colleagues in public affairs, strategy, social or Indigenous relations etc. To do our work well, we need to collaborate with experts beyond our individual skillsets. As PR practitioners, we are also critical advisors within businesses. This wasn’t always the case, but we are making progress.
Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future?
AI will continue to change the way we work and will improve efficiencies, but nothing can beat human counsel and advice. We always need to have our audiences in mind and remain empathetic and human-centric in what we do. What we do matters, but how we say it matters most.
What is your biggest piece of advice for PR practitioners moving forward?
My biggest piece of advice is to stay curious and learn the businesses you are in, whether it be in-house or on the agency side. As communicators, we are business leaders and advisors and need to see ourselves beyond tactical support. We can shape business decisions and policies, and it’s important we believe in that.
About CPRS Toronto’s In Conversation With blog series
Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.
If you would like to share your story or nominate a colleague, please contact us at communications@cprstoronto.com.