Student Spotlight: Q&A with Toronto’s Sally Byun
by Janna White
 Editor’s note: Normally this section features a student who is currently enrolled in a university. With the end of the school year and graduation fast approaching for some members, we decided to shift our focus. Sally’s non-traditional educational path and her recent transition from student to professional give her a uniquely relevant perspective.
Things just seem to fall into place for Sally Byun. Don’t misunderstand—she has earned every one of her successes. She just seems to possess both a keen eye for spotting the next big thing, and an expert ability to parlay one opportunity into another.
After graduating from York University in her hometown of Toronto, Ontario, Sally landed her first job as an admissions recruitment officer for her alma mater. For two years, she traveled to Ontario high schools and described the benefits of a York education, until she decided she needed a break from Toronto. “I wanted to travel and see the world, so I moved to London. I was prepared to work in a pub if I had to, but a coworker [at York] knew someone in London looking for help and I already had a work permit, so it worked out perfectly,” says Sally. She joined Boston University’s satellite staff in London as a recruitment officer and used her free time to travel to places like Ireland, Spain, Italy and Wales. In her words, she took “full advantage of life outside of the comfort zone.”
Her sister was preparing to have a baby in Toronto around the same time Sally’s visa was set to expire. She knew it was time to return home. “It was really great to be on my own and gain all of the life experiences I did. I matured a lot, and it was the best thing I could’ve done for myself. I came home with no regrets, but I still felt restless along with some reverse culture shock.”
Faced with reestablishing a life in Toronto, Sally thought back to a conversation she’d had in London with a friend’s mother, who suggested that Sally look into PR as a possible profession. “In some respects, I was already doing PR for the university—representing them, going out and answering questions—and I had always been really sociable.” It was not long before she enrolled in a post-secondary diploma program in public relations at Toronto’s Humber College. Student Connection talked with Sally about her transition into the PR profession.
Q: What was it like returning to school after all that time in the working world?
A: It was hard getting into the grind of going to school every day and doing homework, but it all came back pretty quickly. I was used to writing 40-page essays, so the most difficult course for me was writing because I had to learn how to get the message across in a short one- or two-page news release. Throughout that year [while attending Humber] I kept in touch with contacts I had who practiced PR in London and San Francisco. They were really great and acted as a sounding board for my questions. They helped me with career advice and figuring out which way I wanted to go within the PR field. It was just great to talk to someone who worked in the industry.
I graduated from York in 2000 and I went to Humber in 2006. Being away from school for that long allowed me to gain a lot of perspective regarding my life and my goals. I wanted to do well in school but there was less pressure to get that A++ grade. My focus was more about the experience, getting the internship, making contacts and getting my foot in the door.
Q: So how did you get your foot in the door?
A: Humber placed me in an internship at DDB Public Relations [a division of DDB Canada] to help with the Beaches International Jazz Festival, which is an account that my manager [at DDB] had worked on for a number of years. The experience was amazing because my manager and I were the only two people working on the account, which allowed me to liaise directly with the client. Typically student interns and even junior staff wouldn’t normally get this type of exposure. The internship helped me get my feet wet calling media and pitching the story. You’re always nervous at first but the more calls you make, the more comfortable you become, especially when you start to see the results of your efforts through substantial media coverage.
Applying for a job? Don’t forget that comma...
Sally has recently been reviewing applications for the next DDB intern. “We all make typos, we all make mistakes, but not in something as important as a cover letter! I was surprised to see that.” |
I was also asked to help out with the launch of a British lingerie company that was coming to Canada. Fashion journalists were drooling about the fact that Canada was getting this [line], which really helped me with my comfort level in speaking to them. I was still working on that account when I was offered a full-time position at DDB Public Relations as a communications coordinator.
Q: Did you feel prepared to enter the profession after only eight months of classes?
A: Each agency or corporation has their own style and culture so I had to adjust quickly. But, the skills I learned at Humber provided me with a great foundation. Knowing the basics really helped me out and you are always fine-tuning as you go along. I was lucky that I only had to work on one account [starting out]. It’s rare, especially at an agency. Now that I work on more accounts, it’s challenging. There are deadlines for each different account with its respective manager. Time management is crucial.
Q: DDB Canada’s web site talks about chasing and harnessing “the big idea.” What is the day-to-day culture of the company like?
A: DDB is very much known for its creative thinking. Every month we have [an office celebration] called Hot Dog Friday, which is celebrated across the Canadian network. Each month, a different division of DDB plans the event so there is always a new theme. Our PR division planned the year-end Hot Dog event and we themed it a “Wrap Party.” We got really creative with the event from the food and music to the entertainment. My manager used to be in the music industry and still had a lot of contacts, so we created and recorded a rap song about DDB to play for the staff. It had lots of inside jokes and the staff loved it. We’re always being charged with thinking out of the box and coming up with new and creative ways of doing things. That’s the culture at DDB.
Q: You helped plan an IABC event at Humber that featured PR professionals talking about the first five years of their careers. Did anything in particular from that session resonate with you?
A: Several of the panelists talked about how for two or three years [after graduation], you have to accept and embrace the fact that you’ll be doing the grunt work. It’s about having the right attitude and doing all the little things people ask you to. It speaks volumes about your character and your commitment to the agency and to the account. I know part of the reason my manager hired me on [after I completed the internship] was because I accepted all tasks and did them willingly.
Q: So what’s next?
A:
I have dreams of going back to London or maybe to San Francisco. We’ll see!
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