Keeping The Balance

Juggling what life throws at you.


IMG_1314I’m a Toronto-based freelance writer, photographer and PR consultant. I’m passionate about bringing interesting stories to the attention of my readers including new and innovative beauty products, updates in the world of entertainment, tips and advice for today’s working woman, and more.

I’ve been working in the print media industry for well over 14 years and got my start at Metro Newspaper in Toronto covering the premiere of Canadian Idol. I have covered lifestyle and entertainment events in and around Toronto, including the Toronto Fashion Week and the Toronto International Film Festival. I have met many interesting people from all walks of life – including celebrities like Denzel Washington, Ryan Reynolds, Jack Black, Nicole Kidman, Natalie Portman, Liam Neeson, Jake Gyllenhaal, Justin Bieber, Cyndi Lauper, Enrique Iglesias, Taylor Swift, Lionel Richie, Shemar Moore, comic maverick Stan Lee, UFC President Dana White, Chef Michael Smith, Susur Lee, Roger Mooking, David Rocco, Anna Olson, Massimo Capra and the list goes on. It’s been a fun and amazing career so far!

I have also contributed to media outlets such as SunMedia, T.O.Night Newspaper, 2: The Magazine for Couples,,, and Top Choice Magazine (a business magazine distributed in the GTA) to name a few.

I am also working on my very first novel, a story I am very passionate about, which you will be able to read chapter by chapter as I post it on my website. Though writing is still very much the love of my life, I have also embarked in the world of photography where I shoot portraits, baby and child photography, maternity sessions, family photos, events and much more.

More recently, I have jumped the fence and immersed myself into the world of public relations. I got my start at Strategic Objectives, one of Canada’s most award winning public relations agencies, as a Media Relations Specialist where I worked with an amazing team of PR pros who showed me the ropes and helped me fall in love with PR. At SO I had the pleasure of working with a roster of wonderful clients that included; A&W Food Services of Canada Inc., Second Cup Coffee Co., Pizza Nova, Green & Black’s Organic Chocolate, Muskoka Woods Summer Camp, duBreton Certified Humane and organic pork, Sears Canada and Kellogg’s Canada.

In my role at SO I was able to reacquaint myself with fellow members of the media, many of whom I had already met covering stories or shooting events in my 14 years as a journalist and photographer. Being a journalist and knowing what they are looking for gave me a better understanding of the media landscape in terms of how to pitch a story. Yes the priority is to sell your client and their products/services, but it’s how you tell that story that makes the difference. It’s about weaving a story that resonates with the journalist, the consumer and of course the client. Give your audience something they are going to want to know more about, I mean if you can’t tell them why they should care, then what’s the point?

Follow me as I broaden my career as a working mom and continue to figure out exactly how to keep the balance in our every day lives.

Looking forward to taking this journey with you!

Sandy 😉


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