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THEBACHA/FORT SMITH - Jayne Murray did not intended to go into a public affairs career.

She has done just that for the past two-and-a-half years, as public affairs co-ordinator with the South Slave Divisional Education Council (SSDEC) based in Fort Smith.

Jayne Murray: is the public relations co-ordinator for the South Slave Divisional Education Council - Paul Bickford/NNSL photo

"I came to it by accident," she said of the communications field, saying she originally obtained a bachelor of journalism degree from Ottawa's Carleton University.

Afterwards, she worked at several newspapers in southern Canada. Eventually, she found herself a divorced mother of two children, and the hours and pay in journalism didn't allow her to stay in the field. So she moved into public relations.

"It was a natural progression and allowed me to support my family and use my skills and do a job that I enjoyed," she said.

Last fall, she started taking distance education courses from the University of Victoria towards a certificate of public relations.

"You definitely need to get training now, because things are changing so quickly with new media," she said.

While she didn't have formal training, Murray had plenty of public relations experience before joining the education council, including time spent with a school board in her hometown of Kenora, Ont. That district is similar to the South Slave as it serves schools in isolated communities spread out over a large area.

"It's not something that I haven't dealt with before, she said."

She was also public affairs manager with a multinational forest company in Ontario and owned her own public relations company.

Murray said she has been working on and off in the public relations field for a total of 15 years, including some volunteer work.

Public relations allows her to use the skills of interviewing, writing, dealing with people, research, layout, advertising and working with the media.

She said public relations also involves crisis communications, issues management and government relations.

"You never know what the day is going to bring," she said.

However, unlike the sense of power and freedom that journalists have in being the public's eyes and ears, Murray said there is a different attitude in public relations.

"You become a representative of the organization, and it's not just you," she said, adding the work involves more collaboration and teamwork than being a journalist.

"It's still communicating, but you communicate from the viewpoint of an organization. You still try to be as open and honest as you can."

Murray said there are legitimate reasons, such as legal or personnel issues, that prevent a public relations person from providing all the information he or she may have.

"You just can't say anything," she said.

With the education council, Murray works with eight schools in five communities - Fort Smith, Hay River, Lutsel K'e, the Hay River Reserve and Fort Resolution.

"In this job, I act more as a resource to the council, the superintendent, the administration and local (District Education Authorities)," she said.

With the SSDEC, she is not the official spokesperson for the organization. That role is filled by the chairperson and the superintendent.

Murray said she makes sure the spokesperson has accurate information when dealing with the media.

She also sets up interviews, writes news releases, designs advertising and keeps track of media coverage.

"I enjoy the variety and the people," she said of the work.

"I enjoy working with people."