Violet MacLeod

Director of Communications

Bachelor of Journalism (Honours), 2013

One of the top things I learned was to trust and follow your bold ideas. Even if—or maybe, especially if—you’re new to something, having a real conviction in yourself, your competencies and abilities can be such a powerful thing.

Violet MacLeod, BJ(Hons)’13, thinks that one of the best things about the journalism program at King’s is that it sets you up for success no matter what you choose to do. “I know many UKC graduates who are doing amazing things—from advocates lobbying for change, writers, journalists and producers in radio, film and television, to people working in politics, technology and the service industry. For me, I had my heart set on public relations and communications before graduating, and I’ve stuck with it ever since.” 

MacLeod has worked for the City of Calgary, Ontario Real Estate Association, Sobeys, the Government of Nova Scotia and the Mass Casualty Commission. She is now a Director of Communications in the Nova Scotia Department of Health with two key portfolios: Addictions and Mental Health, and Seniors and Long-Term Care.   

What are some of the skills you learned at King’s that serve you well in your career? 

One of the top things I learned was to trust and follow your bold ideas. Even if—or maybe, especially if—you’re new to something, having a real conviction in yourself, your competencies and abilities can be such a powerful thing. 

The professors at King’s encouraged boldness and conviction in their students and then helped us to build the competencies and skills to support it. Throughout my career, I’ve had a lot of opportunities come my way because of this.  

A good example is when I was at Sobeys, I was working on standard communications deliverables for a new grocery store opening. It was not terribly exciting—take a picture, write a press release. But, while on site the construction team told me about a project in Mexico where a company was using recycled plastic in asphalt. At the time, Sobeys was working to eliminate single-use plastic bags in all their stores. I had that feeling your professors tell you to watch for, when you know there’s a story somewhere nearby. So, even though I was new to the company, I stepped outside my lane and worked with the construction team putting together a pitch for why Sobeys should invest its time and money into developing a recycled plastic and asphalt aggregate. The result: Sobeys, in Timberlea, has Canada’s first-ever parking lot made from post-consumer plastics diverted from the landfill. It’s made from the equivalent of more than six million recycled bags.  

After Sobeys, you moved on to the Government of Nova Scotia, correct? 

I left Sobeys and went to the province during Covid. I came onboard with the Department of Education and Early Childhood Development to support the Back-to-School plan. I’ve always been a person who follows my intuition and gut. And, although I was proud to be part of the team at Sobeys, I’ve always been forward-looking, drawn to difficult projects with impact—getting kids back to school, well, that was important.  

Nova Scotia was the first province in the country to get students back in the classroom. This was at a critical time, when there were lots of conversations and opinions about if kids should be returning to school in-person. There was still a lot of fear surrounding public and communal spaces. Communications played a key role throughout that first year back. For months, we worked closely with the Chief Medical Officer of Health and were constantly drafting, writing and sending information to families, parents, kids and the media to keep everyone well informed.  

Tell me about the kind of work you do now? 

A big part of my role at the province is telling Nova Scotians what their government is doing and why. Right now, I’m dedicated to two files: Seniors and Long-Term Care and Mental Health and Addictions.  

The work being done under both these departments has tremendous value for Nova Scotians. Some of the projects are historic. For example: Nova Scotia was the first province in Canada to commit to providing Nova Scotians with universal mental health and addictions care; meaning that no matter where you live in the province, what issues you’re facing, and regardless of your ability to pay out of pocket, Nova Scotians have access to mental health and addictions support.  

It’s my and my team’s job to identify and tell the stories connected to this work. We share these stories through social media, video, photography, press releases, events, interviews, speeches. Luckily, storytelling is a skill that journalism graduates have in spades. I see it in myself and in my team and colleagues (many of whom are trained journalists). I firmly believe that journalists and the skills they have can be just as effective on the “other side” of the interview or the camera. Knowing how to best share information, clearly and well, and how to anticipate and answer questions asked by the media, that’s a tremendous skillset that is highly valued. Over the years I’ve drawn on that skill time and time again. Like moderating nationally and internationally streamed press conferences for CEOs, Premiers, Ministers of the crown and countless other spokespeople—being a trained journalist gave me the skills and confidence to take on that role.  

Your files, Addictions and Mental Health, and Seniors and Long-Term Care, serve some very vulnerable members of our community in need of specialized care. Can you share a bit about the rewards of this difficult and yet much-needed work?    

It’s always rewarding. There are certainly people who face complex challenges, and while some may be vulnerable, they are often also vibrant and resilient community members. Take seniors, for example. Many older Nova Scotia are working, volunteering, mentoring and contributing greatly to their communities. And, I feel that, over the years, there’s been a real destigmatization of mental health. Many of us now recognize that seeking the care we need is a sign of strength. 

This comes through in all my storytelling, whether writing a speech for a Minister, issuing a press release, writing a video script, or capturing a photo. I’m always careful to avoid bias and instead foster awareness, dignity, and compassion—because everyone deserves care, compassion and understanding without judgment. 

Can you share anything about what you’re working on now? 

Unfortunately, I can’t. But, if I do my job right, you’ll be hearing about it!