All posts by Ila Van Schaik

Career Reflections

Little Miss Professional

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I felt out of place walking into Allied Irish Banks, but I was pleasantly surprised at how quickly I felt comfortable and welcomed. Paul Kelly, Katie Heston, and John McGeown greeted me with firm but inviting handshakes, and their presentation provided me with takeaways that were both eye-opening and reassuring.  

Paul’s insight specifically touched me, and I left with a long list of memorable one-liners. It stopped me in my tracks when he said, “When facts change, my opinion changes.” So casually, he answered a question I’ve been battling with since my first PR class. Am I going to seem inauthentic if I change my mind?  

This wasn’t a question at AIB, a company that believes exploration and questioning to be fundamental assets to sustainable success. With new information should come new ideas. I was shocked that even as a company with international pressure, their values could be so… good—talk about culture shock.  

Their collective opinion on the importance of sustainability for the employees opened my eyes to an entirely different world. I was quickly adjusting to the concept of companies serving not only their employees, but all people, and the planet they live on. Considerations for employees’ well-being, the longevity of environmental impacts, and carbon goals all came from the company’s core. Their mission comes from a genuine hope to do good, not from an attempt to follow trends. It made me uncomfortable that sustainability being practiced authentically seemed so foreign.  

So many of the professional standards I thought I would have to go along with to be in the professional world seemed non-existent under EU regulations.  

I wondered why I felt so committed to America; under EU regulations, I wouldn’t have to worry about my agencies’ partnerships being unethical because it wouldn’t be an option. My ethical and moral boundaries seemed to align much more with the standards within the international organizations we met with than with what I thought to be the American standard.  

In PR classes, we often focus on speed. How fast can you deliver a message? How quickly can you respond to a crisis? But the companies in Dublin honor adjusting to new ideas with patience. As Paul said, “I may be walking slow, but I’ll never walk backwards.”  

The more quotes Paul shot out, the more my insecurities about the public relations industry began to melt away.  

I started to wonder if maybe I was critical of the professional world because I was limiting my interpretation of PR to my experience in America. Maybe I was so worried about fitting into the industry because America rewards fitting in. 

It’s taken me twenty-one years to figure out that I don’t like fitting in. It dampens my abilities, my communication superpowers. Expressing myself through clothing, language, and emotion is what gives me the strength and confidence to stand in front of a class and present a campaign strategy. In some settings, a snappy outfit and brightly colored, long nails would be considered unprofessional—but not at THINKHOUSE. Donna Parsons, one of our hosts, welcomed us in a cute dress and black lace-up boots.  

Now to some that would seem like a pointless fact, but in my eyes, it was game-changing to see someone dressed like me.    

When she and Kieran O’Donovan guided us up to an open room and sat on top of the table to begin the presentation, I felt like I could finally take a deep breath, relax my shoulders, and lean into the conversation.  

As Donna and Kieran introduced themselves, they highlighted the frequency of a “non-traditional” career path leading their employees to THINKHOUSE. It was a brief moment, as if it wasn’t that important or unique for employees of a PR agency to come from various backgrounds. I felt truly seen.  While my PR professors have taught me the tactical skills and techniques that enable me to create a mock campaign on the spot, it’s my life experience that makes my delivery unique.  

My artistic expression helps me generate creative ideas. My connections and conversations with strangers have taught me how to captivate an audience and how to tell a compelling story. My curiosity drives the burning questions that help me get to the bottom of things.  

I credit my non-linear path for my clear head and values that are at the root of all of my communication. Without my experience, without my unique expression, and my unconventional characteristics I would not be the same great asset I am today, and I am thankful to THINKHOUSE for that reminder.  

As we put our skills to the test during a mock campaign I was impressed with my professionalism. I wasn’t in a suit and tie or around a long table but I was captivating an audience with my presentation of a thought-out idea. 

I think I had forgotten that there are many ways to be professional, that some agencies are stricter than others. I had forgotten that there was any other way than the American way. For some reason, I thought that I had to squeeze myself to fit into this perfect, public relations, professional mold.  

I’m not sure when I started believing that being an individual and having high ethical standards was going to make finding a job hard, but I am grateful to all the companies and organizations we met with in Dublin for the wakeup call that I’ve got nothing to worry about—as long as I’m in Ireland. 

-Ila van Schaik

Dublin On Your Own

Dublin Isn’t So Different

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I thought spending time alone would give me some breakthrough, that wandering the city streets of Dublin solo would spark a feeling I had never had before.  

But things in Dublin aren’t so different.  

I’ve always appreciated an errand. I followed my mom to CVS and the grocery store too many times as a child for shopping not to be engraved in my habits. When I walk down the aisles sometimes, I think about my mom, crossing things off her list one by one. 

We really aren’t so different.  

Theres something rewarding crossing things off. 

It reduces the impact of the bill when you feel you’ve been productive.  

And it’s hard to not reward yourself with an impulse buy or two after such a strenuous task. 

In Dublin I quickly ran out of socks and was graced with the need to run an errand.  

A sense of purpose pulled me out of bed and into a caffe for a cup of tea.  

As I perused the morning streets, I realized the buzz at the beginning of the day is universal. 

The line of people waiting to get on the bus was just like the one at home. Silent morning workers waiting to start their day.  

It’s not so different.

In the dollar store my eyes lit up for all the same things as when I’m at home.  

Brightly colored bags of chips with interesting flavors, 

Cheap beauty products that I don’t need, 

Stationary that will sit at the bottom of my purse until I clean it out, 

This dollar store was not so different, 

Not any different than what I was used to. 

Sure, prices may be lower, and items may be fresh to my eyes, but it was familiar.  

How could I be out of place when all of my favorite things are still in theirs? 

Running errands wasn’t any different because I was in a different place. 

Sure, the walk might have felt new, and the passersby are strangers.  

But in no time at all I know things wouldn’t feel different at all.  

Before I realized it, I would know the walk and the people I passed.

I often find that I cling to what I know, habits, people, interests.  

Testing the waters, rocking the boat has never been my cup of tea.  

While I won’t seek out disruption of routine, I know that when things are different, is when things happen.  

When you’re uncomfortable and tested is when you learn. 

But after a week of testing myself the dollar store felt nice.  

Something far from different was what I needed to remind myself that things don’t always have to be different to feel fresh.  

I don’t have to feel stuck by routine or intimidated by new, 

Whether things are different, or not different at all, I know I will take it as it comes. 

And when worst comes to worst, I can always find home in running errands.  

-Ila van Schaik

CSR in the Wild

CSR, Advocacy or Sustainability Communication Scavenger Hunt: Heinz Meanz Meals

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On our final full day in Dublin, a few classmates and I visited the National Botanical Gardens of Ireland. On the way, I noticed a billboard promoting a corporate social responsibility (CSR) campaign: “Heinz Meanz Meals.” The ad featured a diverse group of chidlren enjoying beans and toast alongside a message reading “Donated to Barnados Breakfast Club”. For every limited edition pack sold, Heinz donates one meal—or the cash equivalent—to Bardnados Breakfast Clubs.

The campaign, which is now running for its third consecutive year, highlights food vulnerability, an issue we discussed throughout our trip. At Airfield Estate, we debated organic farming and its potential impact on food accessibility for families with tight schedules and budgets. While visiting Alice PR, my group worked on a mock campaign that focused on an audience concerned with balancing affordability, nutrition, and convince when feeding their families.

Heinz’s campaign ties all of these concerns together, emphasizing the importance of sharing a family meal, specifically without breaking the bank. A three-pack of cans is practical for families. It can cover multiple dinners, reduce the number of trips to the grocery store, and reduce overall spending. The product meets the needs of the consumers, but also gives customers a good feeling about the purchase. Knowing that their purchase helped to give back to society can give customers a feeling of responsibility and can induce empathy.

Teaching children the importance of giving back can be a great dinner table conversation!

I believe that supporting children’s physical, social, and emotional well-being is a true showcase of sustainability. Investing in future generations has a long-term value much more impressive than yearly revenue.

-Ila van Schaik

Say It Like You Meme It

Go Dublin, Go Dublin, Go

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It’s hard to ignore how often companies flaunt their green initiatives and social advocacy commitments.

Like a 5-cent euro, once pointed out, it seems to be everywhere. While these promises sound appealing, hearing from companies like Allied Irish Bank and William Fry Law makes me question their motives in promoting sustainability and social advocacy.

Studying public relations has taught me to look beyond polished messaging to understand what’s really going on.

I often compare learning PR techniques to studying card tricks: the trick may be impressive, but it is less mysterious once you understand the mechanics. The same goes for corporate social responsibility: the messaging may be convincing, but it doesn’t always reflect the totality of real-world impacts.

Throughout our time in Dublin, I quickly came to understand just how challenging it is for companies to balance financial goals with responsibilities to people and the planet.

Without a clear, genuine, company-wide mission, sustainability claims feel superficial and out of place. But when a company holds authenticity at the core of its efforts, its actions can have a global impact.

-Ila van Schaik

Professional Visits, Workshops, etc.

Big Lessons from a Small Team

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How Alice PR Put Our Learning to the Test

When I made the switch from Communication Studies to Public Relations, I knew instantly I had found my niche. I felt a real click- like school was preparing me for the career I actually wanted. Our visit to Alice PR confirmed not only that public relations is my professional calling but also that I have the skills to thrive in the field. 

Alice PR is a small but mighty public relations agency with a core staff of just 13. They’ve produced campaigns that spark conversations, shift public attitudes, and influence national policy- on issues ranging from climate action and social integration to children’s rights, employment opportunities, LGBTQ+ rights, and health awareness. Beyond client work, they run their own initiatives, including Alice Asks, an event series open to clients and friends of the company featuring expert speakers sharing insight on the profession, and Academy for Activists, a bootcamp for aspiring activists.  Their work proves that a small team can make a big impact.  

The highlight of our visit was an exercise led by Emma Walsh, one of Alice’s client directors. She divided us into teams, assigned each group a client brief, and challenged us to develop short-, medium-, and long-term campaigns. The briefs included background information, objectives, and an assigned target audience.  

Thanks to our coursework, I knew exactly how to approach the challenge: by staying authentic to our client’s brand, selecting the right formats and media, and tailoring messages to resonate with our specific audience. Each group’s pitch was unique and professional, and creative, and Emma was impressed! She revealed that Alice had been assigned very similar clients and very similar briefs to the ones we received, which meant that we had just done the work of real PR professionals.  

Every exercise, discussion, and outing in this class reminds me why I chose this field and how prepared I am to enter it. The practice pitches were more than an assignment; they were a test of everything we’ve been learning. Having the opportunity to apply my knowledge reinforced my skills, boosted my confidence, and confirmed what I already knew: I have a place in PR.  

-Ila van Schaik

Professional Visits, Workshops, etc.

Banking Gone Green

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Pollinators Hard at Work on the Roof of Allied Irish Bank

Meeting with Allied Irish Bank was truly a unique experience. Before hearing from John, Katie, and Paul, I thought of money and sustainability as separate conversations and never considered a bank with a mission centered around sustainability. AIB proved me wrong.  

The bank aims to be net zero in its operations by 2030. It may not be easy, but their practices are fundamental. At its very core, AIB is a company that believes in everything they do; they aren’t just checking off boxes. 

Katie explained how America’s reluctance to commit to sustainability has forced the EU to lighten certain regulations, but AIB has doubled down. “This is us”. It may not be easy, but their practices are fundamental. At its very core, AIB is a company that believes in everything they do; they aren’t just checking off boxes. 

Paul works to show property managers that sustainability requirements enhance management, rather than impose on it. He put it perfectly, “If you’re not investing in the sustainability of the property, you’re always investing.”  

John’s explanation of AIB’s carbon goals sparked a question: What happens if they fall short of their goals? The choice, as they put it, is simple. Invest in sustainability or pay the fine. If they pass their carbon budget, they plan to purchase energy credits from Spain.  

I didn’t even know energy credits existed!  

I have full faith in AIB as a leader in climate action and am grateful for their ability to transform my previous assumptions about banking’s relationship to sustainability.  

I was lucky enough to document our day, check out @KleinGlobal on Instagram to see my takeover!

-Ila van Schaik

Meet Our Bloggers

Ila goes to Ireland!

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My name is Ila van Schaik, and I am headed off to Ireland!

I am beyond excited for this trip. I haven’t gotten the chance to travel internationally in a long time and am grateful to be doing it with such a great group.

Since I was a little girl, I knew studying abroad was going to be part of my education. I was worried I wouldn’t be able to fit a trip abroad into my schedule, but Fair Play checked all of my boxes. It’s an eight-day trip with an itinerary flexible enough that I’ll have plenty of time to explore.

Traveling has taught me my most valuable lessons, which are often prompted by the need to problem solve. Who knows what my exploring may lead to!

I could not tell you how many buses I’ve missed, phones I’ve forgotten, or wallets I’ve misplaced. But, no matter what got in my way, I always reached my destination.

I’ve learned to take things as they come.

And to be early.

I am going into this trip with an open mind and open eyes. I’m looking forward to seeing giant castles and landscapes that feel straight out of Narnia. I’m looking forward to an Irish breakfast and a pub visit, or two. And most of all, I’m looking forward to the strange paths my mistakes will lead me down!

Follow along! I’ll be taking over the Klein Global Instagram as we explore the wonderful city of Dublin, Ireland.

I will be sharing every step of my journey, the good, the bad, and the awesome.

If reading is more your speed, I have an extended blog post on my thoughts pre-departure, which you can read here.

See you on the other side!

Ila van Schaik