Where purpose meets action — How Emdash Strategists drive social change

At Emdash, Strategists are at the heart of every project, blending creativity, research, and strategy to help clients reach their audiences and achieve meaningful results. 

We sat down with two of Emdash’s talented Strategists, Darnell Dobson (he/him) and Shayla Breen (they/her), to explore what life is like in their roles.

What Does a Strategist Do?

The Strategist role isn’t straightforward—it’s part art, part science, and wholly unique. As Darnell puts it, the role of a Strategist is about balancing creativity with research and data to craft compelling communication strategies. "We need to be analytical while thinking outside the box," he said. "Every project requires a mix of creative ideas and practical insights to connect with the target audience."

“A Strategist's goal is helping our clients change their audiences' hearts and minds,” added Shayla. “It’s about finding the best path to communicate a message and achieve client goals.”

Getting Your Start in Communications

Neither of our Strategists originally envisioned a career in comms. Darnell's journey began with a deep interest in government, policy, and research, which led to a natural progression into strategic communications. 

The ability to communicate effectively and shape public perception is a powerful tool. I found myself drawn to how communication strategies can influence policy and public opinion.

— Darnell Dobson, Strategist

Shayla's path was similarly unexpected. While in university, they got involved in student government, public speaking, and media interviews, which sparked her interest in communications. "I realized how much strategic thinking went into these activities and saw that communications could be a career path," they said. "It’s about using media and messaging to amplify advocacy and create impact."

A Day in the Life

While every day is different, the rhythm often begins with a media scan. Shayla starts by tracking client activities and identifying relevant trends. From there, the day might include brainstorming campaigns, researching best practices, drafting content, or analyzing audience behaviours. “It really depends on the client’s needs at the time,” she explained.

Darnell also highlights the variety. Some days are deeply collaborative, spent workshopping ideas with teammates. Others are more independent, focused on writing or developing strategies. “No two days are the same, but the thread that ties it all together is curiosity,” he said.

What They Love Most

Both Darnell and Shayla agree that one of the best aspects of being a Strategist at Emdash is the opportunity to learn and grow. “What I love about this role is the chance to constantly learn,” said Shayla.

You're always tackling new challenges, exploring unfamiliar topics, and coming up with creative solutions. I’m always exposed to fresh perspectives and new ideas, and that makes the work exciting.

— Shayla Breen, Strategist

Darnell echoes this sentiment, saying that the variety of clients and industries Emdash works with makes the role especially rewarding. "I get to work with clients from diverse fields, each with its own unique challenges. It keeps me on my toes and allows me to apply my creativity in different ways."

The Challenges 

Being a Strategist is not always smooth sailing. Shayla highlights the need to be adaptable, particularly when timelines and client needs change rapidly. "The most challenging part is having to pivot quickly when priorities shift or when projects need to be accelerated. But the great thing about Emdash is the support from the team, which makes these challenges easier to navigate.”

For Darnell, staying organized and managing multiple projects at once is a challenge. "We often work on several campaigns at the same time, and staying on top of each one while making sure everything stays aligned can be tough. But it’s all about prioritizing and managing time effectively."

The Future of Communications

Looking ahead, both Darnell and Shayla are excited about the evolving nature of communications. Shayla envisions taking on more complex projects, particularly around emerging trends like AI and misinformation. "I see myself developing expertise in these areas and using that to help clients tackle the challenges they face," they said.

Darnell is equally enthusiastic, noting that the rise of new communication channels—especially social media—requires constant adaptation. "As a Strategist, staying ahead of the curve and understanding how to leverage new tools is key. Part of my job is staying up-to-date on the digital landscape by skimming TechCrunch, Spin Sucks, PR Daily, and other great sources of information."

What Do Aspiring Communications Strategists Need to Know?

So, what advice do they have for those looking to enter strategic communications?

Shayla emphasizes that life experience can be just as valuable as formal education. "Communication is a part of everyday life. Pay attention to how you communicate, whether it's in your personal relationships or at work. You might already have more experience than you think.”

Darnell added: “Be ready to learn and adapt. The world of communications is always changing, so be open to new ideas and approaches. Stay curious, and never stop honing your craft."