Bonnie Shelton, BS ’10 (journalism & electronic media production), Communications and Marketing Superintendent, Parks and Recreation Department for the City of Boise

Tell us about your current role with the City of Boise, Idaho.

My title within the Boise Parks and Recreation Department is Communications and Marketing Superintendent, which is a fancy way of saying I oversee all of the communications and marketing efforts for Boise’s ninety-six developed parks, two hundred and ten miles of trails in the Boise Foothills, a wide variety of recreational facilities, activities, and so much more. My team oversees the department’s website, visual assets, social media platforms, and marketing materials and coordinates media coverage with the goal of sharing stories and information about our affordable and accessible community offerings. Every week is different, which is music to my ears as a former reporter. On any given day I could be facilitating an interview about a new playground with accessible features, creating an Instagram reel highlighting the city’s pollinator gardens, or writing a news release announcing a new land purchase for a park. I get to use my writing skills to tell the stories of our employees and users, while also helping to visually show the behind-the-scenes of initiatives like animal care at Zoo Boise. I am also called upon by city leadership to help solve complex problems and break down complicated topics into easy-to-understand messages for our community. It’s a dream job I didn’t even know existed when I was in college studying electronic media and broadcast journalism.

How did UO faculty mentors impact your experience as a student in the School of Journalism and Communications?

I lucked out in the mentor department during my time at the University of Oregon. Two professors come to mind immediately: Rebecca Force and Dan Morrison. They provided constant encouragement and pushed me to further my skills in a variety of mediums. I am the storyteller I am today because of the writing foundation I received in Rebecca’s courses. From Dan, I learned how to frame an image, create interest, and communicate emotion visually. I am so glad I branched out from my electronic media and television courses to take photography and digital media classes. It has served me well throughout my career and continues to be an asset. Both mentors also provided references and shared job opportunities with me early in my career, including helping me secure an internship at CBS News in New York City. Their vocal support gave me confidence and the jump start I needed to find my way in a competitive industry.

Many of us have experienced being at a crossroads in our career. How can we look beyond our niche and take a leap toward something brand new when stuck in a rut?

Believe in your skillset and the unique perspective you bring to any job or assignment. I was very nervous to leave my career as a television reporter. I had worked so hard to reach that dream, and, to be honest, my career was a part of my identity. It took a lot of soul searching to convince myself that finding a new dream was okay after seven years of time and investment—and to embrace the fact that what made me a good journalist also makes me a valuable hire who can immediately contribute to other industries. Changing tracks doesn’t discount all you’ve done or the skills you’ve developed. It is proof the more positive you are, the more valuable you are no matter where you land. There is a world of opportunity out there! When in doubt, reach out to other professionals and ask them how they’ve had the courage to pivot throughout their career. It’s refreshing to hear the stories of other successful people because most of the time, they have not followed a linear path to the top.

You encourage women to “take a seat at the table” and embrace their natural leadership qualities. How can women advocate for one another, or self-advocate for themselves in the workplace? How can women find mentors in their workplace?

This is something I wish was talked about and taught more, especially among women. We tend to naturally take a backseat and not want to be seen as pushy or aggressive. However, I have found that the women I work with often have incredible instincts. When they speak up, solutions are achieved faster and with positive results. I have been blessed to find bosses and mentors at the City of Boise who gave me a seat at the table from the beginning. This has instilled in me a desire to do the same for others early in their careers. If speaking up in a meeting is tough, I always encourage my employees to pull me aside separately to discuss ideas or solutions. Sometimes, a one-on-one conversation is much more manageable, especially as you practice advocating for yourself in a larger setting. One of my favorite pieces of advice to give to young professionals is, “If you never ask, the answer is always no.” It can take time to feel comfortable speaking up, especially with powerful people in the room. Keep practicing! It’s important to give yourself grace and remember even a small step forward can build the confidence you need to try again.

Showcasing diverse voices has been a priority for you through your work. What are some challenges you’ve faced in meeting this goal and how have you overcome those challenges?

While working as a reporter, I was always seeking opportunities to highlight the voices of people who are underserved and underrepresented. My work at the City of Boise is no different, and, often, I find myself working hard to better understand the interactions people of all backgrounds have with the services and outdoor recreation opportunities we provide. How can we increase access and awareness of low-cost and free programming within our community? How can we hire and promote women, people of color, and non-traditional candidates into leadership positions? It’s important to me to give others a seat at the table because I have benefitted from similar opportunities throughout my career. However, it can be challenging to reach more marginalized or underrepresented community members using standard outreach tactics. If taking a survey to weigh in on a project or apply for a job opening requires reliable access to the internet, for example, how can we ensure our users have access to all of the tools they need to get involved? Often, partnerships are key. I’ve facilitated focus groups at the local library, held non-traditional job fairs, solicited survey responses at markets and community events, and worked to translate important city documents into a variety of languages to increase access to services in Boise. The quality of our work and the impact we can make expands when people with diverse voices share their experiences with us.

You are a self-described a “jack of all trades,” with a winding, yet strategic career path. What advice do you have for UO students who worry about not landing their “dream job” immediately following graduation?

The idea of a “dream job” can change over time, and that’s totally normal! I have always been very goal-oriented, and, in the past, that made my choices appear limited. Right out of college, I planned to work as hard as possible until I made it into a top 50 news market as a reporter. Over time, my priorities changed. I wanted a better work/life balance. I needed more flexibility outside of daily newscast deadlines because my mental health was suffering. Those new priorities meant rethinking what a dream job meant to me. It wasn’t until I gave myself the freedom to take a leap and try something new that I realized there is a world of opportunity out there for skilled writers and communicators, and the work is just as fulfilling. I have no idea what the future holds for me, but I rest in the understanding that I have the skillset and experience to succeed regardless of my job title. That “knowing” and belief in what I can bring to any workplace is so much more powerful than simply achieving a certain job title or career accomplishment. Every place you land is teaching you something you’ll need along the way. Embrace the zigs and zags in your career path and be open to every opportunity that comes your way.