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Brand-savvy Bedford native shares her story

Monday, May 2, 2016

Meet Nova Scotia expat and ConnectNS network member, Jayne Cassidy, a senior consultant at Porter Novelli in Toronto.



Born and raised in Bedford, Nova Scotia, she has built a successful career in public relations working with high-profile brands such as Tide, Head & Shoulders, and Ford Motor Company.

Jayne shared some of her thoughts on Nova Scotia.

What is the first thing that comes to mind when you hear “Nova Scotia”?

Home! My parents and older sister still live in Nova Scotia, and I love going back during the summer and at Christmas to unwind and be with my family.

What do you love about being a PR professional?

I love that PR is different every day. I could be planning an event for a new product launch one day, writing press releases or dealing with media, and it’s never the same.

I also love that the industry is changing! Earned and paid media are becoming one, and digital/ social media elements are no longer an option in building campaigns – they’re a must. PR professionals are constantly learning and the work is evolving.

What is the best lesson you ever learned?

The best lesson I've learned so far is to never underestimate yourself - to look for opportunities that make you uncomfortable and challenge you, especially early on in your career. Doing what you've always known and are comfortable with won't force you to learn and grow. 

What does Nova Scotia offer your industry?

Nova Scotia is filled with creative, driven people and a very entrepreneurial spirit that’s beneficial to all industries, but especially in marketing and communications.

What do you miss most about Nova Scotia?

There are so many things that I miss about Nova Scotia. Toronto is a very “big pond,” so it can be tough to feel like you’re making a difference in the work you're doing for your clients. In Nova Scotia, your work can have a big impact!  Besides that, I miss donair sauce on my pizza, summering at our family cottage in Pugwash, and fresh seafood all year long.


Jayne Cassidy is a member of the ConnectNS network of proud Nova Scotians, alumni, and expats from over 40 countries. Learn how you too can get involved.