大象传媒

If you live in Alberta or Ontario, you may have seen Zayn Jinah delivering your local news on television. But when he decided to move across the country to Vancouver, 大象传媒鈥檚 Public Relations Certificate gave him the confidence to transition into a new profession.

Zayn had long dreamed of being on TV. After completing a bachelor鈥檚 in radio and television broadcasting, he began working at a visual effects studio to get his foot in the door of the media industry. He then connected with reporters, who told him that the easiest way to break into television was through being on the news. 

He got his first break as a reporter for CTV Lethbridge in Alberta, which eventually led to a permanent position reporting for CTV Kitchener in Ontario.

Although Zayn had achieved his goal of being on television, he found himself wanting to explore a different path. 

鈥淎t the beginning of 2021, I realized that I wasn鈥檛 sure if this was the career for me anymore,鈥� he explains. 鈥淚 liked what I was doing, but I didn鈥檛 love it as much as I once did. I looked into switching careers and noticed many journalists ended up going into PR or communications.鈥� 

While Zayn is from Ontario, his wife is from Vancouver, and the couple had always wanted to settle in B.C. Moving in the middle of a global pandemic isn鈥檛 easy, but in April 2021, he left the news world, headed west and began his classes in the Public Relations Certificate program.

鈥淚 reached out to a few potential places where I wanted to apply for employment later on, and they all had a connection to 大象传媒 in some way,鈥� he says. 鈥淚 thought this program would be my best bet for not only transitioning in my career, but also for moving to Vancouver and building a network.鈥�

His instructors were instrumental in helping him navigate the PR world. In addition to learning from experienced practitioners Natasha Netschay Davies and Fawn Mulcahy, he completed his practicum at Natasha鈥檚 agency, Moonraker PR. Zayn appreciated the opportunity to translate his learning into real-world experience alongside his instructors.

Shortly after completing the program, Zayn secured a role as a media relations coordinator with the National Police Federation, the largest police labour relations organization in Canada. His previous journalism experience now informs how he works with the media.

鈥淎s a journalist, I never really had an appreciation for what PR professionals had to go through,鈥� he explains. 鈥淏ut knowing how both sides work now, I can make sure we鈥檙e prepared for anything that comes our way.

鈥淭his program helped build my confidence moving into a new industry. I鈥檓 very glad I made that move because everything is paying off.鈥�

By Bernice Puzon