BSSLP Participants Gain Real-World Experience in Communications, Marketing and Events

For three Black students, a summer placement at Proof Strategies and Proof Experiences offered more than a glimpse into the world of communications, marketing and events. It gave them an opportunity to step into the industry, ask questions, build practical skills and begin imagining themselves in careers they are passionate about.

The Black Student Summer Leadership Program (BSSLP) offered by the Centre of Excellence for Black Student Achievement has collaborated with Proof Strategies and Proof Experiences for more than seven years to provide students with meaningful experiential learning opportunities.

“We believe that there is a need for greater diversity in the PR and Communications industry, and efforts to achieve this need to start early, before young Black adults make decisions on post-secondary education and career aspirations. The Black Student Summer Leadership Program is an excellent way to influence these decisions by exposing promising students to our profession. The program also benefits our staff, who get to see the world through the lens of the students they mentor. It’s truly a win-win opportunity.” Josh Cobden, EVP, Proof Strategies

Proof Strategies is an award-winning strategic communications and marketing firm. Its sister company, Proof Experiences, is an experiential marketing agency that creates memorable events and brand experiences.

Stationed at Proof Strategies, recent graduates Llea and Animi were introduced to different aspects of working in a public relations and communications agency.

Their placement included numerous meet-and-greets with Proof team members, giving them an opportunity to learn directly from professionals across the organization. They also attended presentations from staff representing different roles and departments. After each presentation, the students were given follow-up tasks that allowed them to put their learning into practice.

One of those tasks involved creating media lists by researching journalists and influencers who would be a strong fit for specific campaigns.

Through these experiences, Llea and Animi developed practical research and public relations skills while gaining a better understanding of what it is like to work in a professional communications environment.

Both students are interested in pursuing careers in communications and public relations, making the placement a valuable opportunity to connect their interests with real-world experience.

“My aspirations are to do something in communications… A company that does stuff with influencers is very my style. I think this placement has equipped me for what I want to do in the future,” says Llea.

Llea and Animi will begin university in September, taking with them the skills, knowledge and workplace experience gained through their BSSLP placements.

Behind the scenes at Proof Experiences

Jada, a recent TDSB graduate participating in BSSLP for a second year, learned about three areas of the business: experiential education, experiential marketing, and conferences and events.

Her placement gave her the opportunity to contribute to a wide range of projects and activities. She supported new business pitches, worked on campaigns for a smoking cessation tour and Nutella, contributed to an onboarding campaign for brand ambassadors, and gained experience with human resources. She also sat in on meetings, providing her with a firsthand look at how ideas and projects move from planning to execution.

For Jada, the experience was about more than completing tasks. It was an opportunity to develop skills she can carry into her future education and career.

“I did a lot of sitting in on interviews and that is a good skill of understanding the differences between what a good interview is and what it is not. I learned about resume writing, public speaking and communicating with people in different spaces, which is very impactful and something that I will take with me in the future,” says Jada.

Jada encourages students to make the most of their placement. Her advice to future junior leaders is simple:

“Ask questions, be engaged, put your phone down and conversate,” she says. “There is so much you can gain from speaking to a variety of individuals.”

The collaboration between BSSLP, Proof Strategies and Proof Experiences demonstrates the impact of experiential learning and allows students to explore their interests in workplace settings. By connecting Black students with professionals and organizations across different industries, the program helps students build skills, expand their networks and see new possibilities for their futures.

“Our hope is that the students we host gain an appreciation for the crucial role that communications play in all areas of society, and harness this to create stronger human relationships in whatever career they choose. We also know that word of mouth is powerful, and with each positive internship experience we create for young Black adults, word will spread among their networks about the important work communicators do, driving even more interest in our profession.” Colleen DeVan, Director, Proof Strategies.

The Black Student Summer Leadership Program runs annually through the Centre of Excellence for Black Student Achievement at the Toronto District School Board. This year, BSSLP welcomed its largest cohort ever, with more than 200 students participating in the program.

To learn more about the Black Student Summer Leadership Program, visit the BSSLP webpage.