Feature -- by Mark Sproxton

Click. On goes the TV camera light, and the reporter begins to speak into the camera before turning to Denise Guichon. Comfortable in front of the camera, she smiles, laughs and delivers clear, concise answers to all questions posed. This is her fifth interview today, and the busiest three weeks of her year are only half over. With the Calgary Stampede running full steam, the organization's publicity and media manger has more interviews to do today, another 10 lined up for tomorrow, and then there's the unexpected.

The chuckwagon races sometimes earn special attention from publicists.

"During Stampede, I'm here at 8 a.m. doing interviews, answering the phone, talking to media, and trouble shooting," she explained. "It's about being around for anything that happens." When there are thousands of people on the exhibition grounds, and numerous rodeo competitions taking place, the unexpected will happen. "It's crisis management. I can't give the details of everything I do during Stampede. It's a blur. We put in 15 hour days for three weeks straight, without a day off, but it's exciting and fun."

With 25 years experience in communications, Guichon has come to learn what makes for successful public relations. "I think you have to have a lot of patience," she said. "Especially when dealing with the media. They can be aggressive. You also have to have an ability to write and speak well, and not have a fear of standing in front of a camera."

While Guichon has plenty of experience in her chosen career, it's not a path she originally considered. "I fell into it," she said. After graduating from university having studied english and political science, Guichon knew of a position coming open in government. The woman working as a communications officer in the premier's office at the time was selected as Miss Canada, so Guichon went to the office the next day and said she'd like the job. And the rest is history. "I developed from there," she added.

Now working for one of Calgary's largest attractions, and an event with a high international profile, Guichon keeps busy throughout the year, not just in July. Working a regular eight-hour day Monday to Friday, she must deal with filing, writing reports, the annual report, accreditation for media at the next Stampede, and keep in touch with over 46 committees related to the event. All the while she's continually distributing information about the Stampede, and helping to keep it "looking good" in the eyes of the public. "I like writing and dealing with the media most," Guichon said. "I dislike the administration end of it. Probably about one-third of my time is spent dealing with the administrative part."

Anyone considering a career as a spin doctor, as they are sometimes called, whether working in government, oil and gas, or for private businesses, should be aware of the labor market for the industry. "It's competitive," Guichon said. "You really have to plug away and enjoy what you're doing. Even though communication with the public is one of the most important functions (for business), whenever there's a downturn in the economy, that area is the first to be let go."

That said, there are positive signs for the communications industry. "It has to grow," Guichon said. "Communication is extremely important and is becoming more important as we globalize. People are more educated and need to be communicated with."