Member Spotlight: Mirko Petricevic

Mirko Petricevic is an award-winning and proven communication strategist who consistently works with foresight and integrity. He is an effective public-policy promoter. Additionally, he is a proactive communicator and strategic thinker, able to translate multiple threads of information into meaningful and impactful stories. Mirko is adept at conversing respectfully with people from a wide diversity of cultures. He is known for conducting work with integrity, a sense of mission, and exemplary customer service. 

How did you get into the Communications profession?

I came to corporate communications late in my career….after 28 years working at the Waterloo Region Record daily newspaper as a photographer, reporter and copy editor. When I decided to leave the newsroom in 2014, moving into communications was a natural step.

Can you describe a time when you felt your role as a communicator was instrumental in influencing business decisions? 

Until recently, I served as the communications director at Martin Luther University College. The school, the founding institution of Wilfrid Laurier University, has an underlying social justice mission. In response to the death of George Floyd in 2020, I initiated Luther’s process to eventually cut back severely on its use of Facebook. That development brought the institution’s actions in closer alignment with its vision, mission and values. It also sparked many conversations about our society's often uncritical use of social media and their effects on our social environment. More recently— in the wake of Elon Musk's takeover of Twitter — many have raised concerns about potential online harms.

What’s the greatest lesson you have learned as a communicator?

“When in doubt, check it out!” Don’t be shy about asking questions. If you don’t clearly understand what someone is saying to you, ask them to repeat and/or rephrase. The same aphorism goes for editing copy: Take the time to double-check details.

What resources do you find helpful to keep you up to date professionally?

I use many of the tools IABC offers for keeping up to date. And individual members, often IABC Fellows, are generous with their time and talents. They're great resources!

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