At just 16, Aditi Soni knew she wanted to pursue a career in Public Relations—before she even fully understood what PR entailed.

Fast forward a few years: after graduating and gaining some work experience, she realized that to excel in PR, she needed advanced training. Seeking a top-tier education, Aditi enrolled in York University’s Post-Graduate Certificate in Public Relations to bridge her skill and knowledge gaps. Now a recent graduate, she’s ready to turn her long-term career goals into reality and establish herself as a leading PR professional.

Could you describe your educational and career background before enroling at York University’s School of Continuing Studies?

I completed a Bachelor of Arts (Honours) degree, majoring in Mass Communication and minoring in Marketing and Corporate Communication. After graduation, I worked for a year at a well-known 360-degree advertising agency, where my role was Media Manager for Digital Advertising and Public Relations. I was responsible for planning, executing and managing client campaigns across different industries. This experience gave me insights into the nuances of public relations and highlighted areas where I need to develop my skills to excel in the field. It gave me a clear understanding of the steps needed to enhance my expertise in Public Relations.

What inspired you to continue your education?

The need to learn more and build a solid theoretical foundation in public relations motivated me to continue my studies after a year of working. I understood that there were gaps in my skills and analytical approach. Despite my diverse academic background and acquisition of various technical abilities, I sensed a need for refinement specifically in my knowledge and expertise in public relations. I sought a shift from a broad approach to a more concentrated and focused one. I believed that focusing on a public relations program would give me a clear understanding of how PR campaigns are planned and executed step by step. I also expected to learn about the different roles within the profession and the tasks associated with each role. This choice would help me refine my theoretical knowledge and gain the practical skills needed to handle the diverse challenges of the public relations field.

What drives your passion in PR?

You know, this question would have resonated with sixteen-year-old Aditi. In 10th grade, I realized my passion lay behind the scenes, crafting impactful creative work. I vividly remember sitting in front of the TV, watching commercials, and pondering how they could be improved – quite bold for a teenager with zero advertising knowledge! As time passed, I found my calling in public relations. It felt like a perfect fit, aligning with my personality and offering a blend of structure, strategy and creativity. What drives me now is the same curiosity and excitement that fuelled me as a teenager. I’m determined to fulfil our shared dream and create work that not only makes a difference but also leaves a lasting impact. It’s about embracing the journey and striving to produce work that both sixteen-year-old me and I can look back on with pride.

Why did you choose York University’s School of Continuing Studies for your program?

Deciding on a university for my studies was a big deal for me. I saw it as a major investment in my future. After considering all my options, York University’s School of Continuing Studies seemed the best fit among the schools offering Public Relations or similar courses. Being situated in Toronto, a city buzzing with business and innovation, was incredibly exciting. Being in such a vibrant hub would provide unparalleled networking opportunities and direct exposure to esteemed PR agencies and organizations. It felt like the perfect environment to immerse myself in and grow within the field. Moreover, knowing that the curriculum was crafted hand-in-hand with industry experts gave me confidence. I felt reassured knowing that the skills I would acquire were not just theoretical but highly practical and directly applicable to real-world scenarios. A credential from York University enables me to have a career not only anywhere in Canada but also across the globe, as it is a well-respected institution with a strong international reputation.

How would you describe your experience with the instructors at the School?

Our instructors were incredibly passionate about public relations, and that enthusiasm was palpable in every class. They didn’t just stick to the textbooks; they shared their real-world experiences and the projects they’d worked on in their organizations. I have to give a big shoutout to all of them – they brought their expertise to the table and held nothing back in teaching us everything they knew.

Thanks to their guidance, we didn’t just study theory; we actively engaged in practical exercises, networking, creativity, portfolio building and delving into real-world scenarios of internal, external and crisis communication strategies. They even incorporated marketing into the curriculum, recognizing its integral role in PR. Through interviews and practical exercises, they prepared us for the realities of the industry. They didn’t just stop at the classroom – they opened our eyes to the wider world of opportunities. I was inspired to join the Canadian Public Relations Society (CPRS) and Re-Defined, all because of the incredible guest speakers they invited to enrich our learning experience even further.

Can you share a moment from your time at the School that you are particularly proud of?

There were so many moments that made me genuinely proud. It all came down to my commitment to studying public relations and giving my best in every part of my education. Whenever a major assignment or presentation went smoothly and earned praise from instructors, it wasn’t just a win; it was a real confidence boost. Taking the lead in nearly every project was a big responsibility, but also an honour. I’m thankful for the trust my group members had in me. Every project felt like my baby, and making sure it was done well and up to professional standards was my top priority. Whether working on a project alone or with a team, completing it successfully always filled me with pride and accomplishment.  

Looking ahead, what are your long-term career goals, and how do you feel your program has prepared you to achieve them?

Honestly, with this program, I achieved what I set out to do. The School of Continuing Studies provided me with a robust theoretical foundation, essential technical skills and a strategic mindset crucial for a PR professional. I’m confident I can add significant value to any organization I join. Now, I’m eager to gain more hands-on experience and push the boundaries of my work. The long-term career goals that I envision for myself are simple but ambitious. I want to:

• Lead a team of PR professionals to develop and execute high-impact, integrated communication strategies that contribute to the overall success and growth of the organization.
• Channel my skills into a nonprofit focused on animal welfare, aiming to integrate myself and deliver tangible results that make a meaningful impact.
• Develop creative and strategic campaigns that make me and the sixteen-year-old Aditi proud and cry happy tears.  

Thank you to Aditi for talking the time to speak with us. If you feel like public relations is your calling too, you can learn more about our full-time Post-Graduate Certificate in Public Relations.