Interview with Carol Panasiuk

As a to gain insight into the public relations industry I recently conducted an online interview with the Senior Vice President of Cohn & Wolfe, Carol Panasiuk.

Here is what I unfolded;

How does a typical day (if you have any typical days) play out at Cohn & Wolfe? What are your main responsibilities?

Carol Panasiuk - My main responsibilities are providing strategic communications counsel to a wide range of clients, helping them to achieve their business objectives through communications. I also have responsibilities for new business development (bringing new clients into the firm) and developing resources and tools for the three Cohn & Wolfe offices across Canada.


How did you acquire your position? How did you get introduced into the field of public relations?

CP - I dropped out of university after two years (although I did go back and finish my undergrad degree at night and in the summers) and took Humber’s Public Relations degree program. I did an internship at Burson-Marsteller in Toronto. I was hired full time after the internship and stayed for ten years, leaving as a Vice President when I moved to our sister company, Cohn & Wolfe and founding the first Canadian office of that agency. I was introduced into public relations when I met a number of people who worked in the field and then did some aptitude tests that steered me in that direction and led me to take the Humber program.


What are some of your major achievements within that organization?

CP - Founding the agency, making it into one of the top ten agencies in Canada, working on three acquisitions, creating a award winning work for our clients, working for some the best companies in Canada, seeing Cohn & Wolfe staff grow their skill sets and achieve great things.


What are the most challenging and most rewarding aspects of the job?

CP - Running a business is always challenging - - e.g. making sure there is a return for the owners of the firm. Rewarding: seeing Cohn & Wolfe team members succeed.


What is the corporate culture of Cohn & Wolfe? Can you comment on the organizations approach to doing business?

CP - Cohn & Wolfe is a entrepreneurial firm that is willing to try new things in order to achieve results for our clients. The team as a “can do / whatever it takes” attitude that forges real partnerships with our clients.


Are you a member of any clubs, organizations or professional associations?

CP - I’m a member of the Canadian Public Relations Society (and have my accreditation). I sit on the Canadian Council of Public Relations Firms. I also sit on the President’s Advisory Council of Victoria University, University of Toronto.


What has the benefit of such an association been to you?

CP - Primarily networking and industry knowledge


What kinds of previous work and education experience do you have?

CP - I’ve always worked in public relations and on the agency side - - it’s the best if you like a fast pace, lots of variety and you like to learn a lot about a wide range of industries and businesses. I went back to school after ten years of working and got my MBA at the Rotman School of Management at U of T.


How has PR changed since you first entered the field? How have you responded?

CP - Things move much more quickly with the impact of instant news and communications…in terms of response – you just adapt and plunge into new technologies – don’t look back!


Do you have a personal philosophy?

CP - At any given time in your career ask yourself three questions: Are you learning? Are you making enough money? Are you having any fun? If you say yes to two out of three then you’re in good shape.


What advice would you give a new graduate entering into this industry?

CP - Be prepared to work hard, take initiative and be serious. Business isn’t about having fun – although it is fun.