Deb has over 15 years of experience in public relations and communications. After completing her Master’s degree at the London School of Economics, she worked as a communications advisor to cabinet ministers in the Ontario Government before rounding out her communications experience across a number of sectors with Hill & Knowlton and GCI Group in Toronto and Hill & Knowlton, New York. Deb worked in-house for a media agency during the dotcom boom, and ultimately returned to Toronto to set up her own shop, launching Deb McCain Communications in 2004.
Since starting DMC, Deb has worked with many HGTV personalities from Sarah Richardson and Tommy Smythe to Peter Fallico, Suzanne Dimma and the original Designer Guys, Steven & Chris. She was involved with the creation of Inside Entertainment magazine and FQ Magazine (with editor Jeanne Beker) and has worked extensively with Canadian fashion brands Ron White, Smythe jackets and Dealuxe. Deb has substantial experience in Canadian television across a range of production companies and networks including CBC, CTV, W Network, HGTV, Slice, Discovery and TVO.
DMC works with a number of charitable initiatives throughout the year including CAMH (Unmasked Fundraiser 2008-2011), The Ron White Foundation (White Knight Galas 2009-2011), The Writer’s Trust (Gala Dinner 2010), and Casey House (Snowball 2012). Outside of the office, Deb stays busy on the home front with a husband and two young girls.
How long have you been in your current position?
How does your company leverage PR (i.e. to generate press, to build reputation, to manage crisis communications, etc)?
We use media to extend our client’s brands. We look for opportunities to layer stories and create multiple points of contact. We know the right people to get it done.
What qualities are most important to you when hiring a PR team member (PR degree, internships, etc.)?
Strong knowledge in the sector and loads of initiative.
Who gave you your first big career break?
Mike Coates, CEO of Hill & Knowlton Canada. He let me talk him into transferring me to the New York office. The rest is history.
What’s your biggest piece of advice for PR pros, both junior and senior?
Know your journalists and what they’re writing about. Read as much as you can and stay current. Some of the best pitches have a hook that ties in with this week’s news.
What do you love most about your job?
The thrill of the kill. There’s nothing like opening three newspapers on a Saturday morning and seeing our stuff in ALL of them.
If you weren’t doing PR, what would you do?
I’m a media junkie so I don’t know. Maybe work in TV? Or magazines? I should definitely NOT own a bar.
Smythe – I’m biased, but I’ve loved their stuff since day one and probably have one of the largest existing collections outside of the designers themselves (and Sarah Richardson).
Again, biased…Ron White Shoes. But, c’mon, where else can you go and get a foot massage and luxury water (chilled or room temp) and get to try on things for hours??
Naked by David Sedaris and Catcher in the Rye both have a perm spot on my nightstand. Guiltily half-read at the moment is My Horizontal Life by Chelsea Handler.
Rainforest crisps with any and all cheeses.
My daughters Davis and Daphne.
Plenty of white wine.
Motto in two words:
Under promise/over deliver (take your pick but they are best together).
Idea of perfect happiness:
The sweetspot of the weekend – Friday night 7 to 11 p.m.
Owen Wilson, hands down.