Amber Daugherty is a strategic communicator with a decade of experience building strong, trusting relationships and finding and telling great stories. She champions PR research and, in 2023, successfully defended a capstone project for McMaster University’s Master of Communications Management (MCM) program focused on how PR practitioners could better measure the impact of and connect their efforts to business goals. This is her focus at Big Valley Marketing as the organization’s first Value & Impact Consultant. Daugherty worked previously in public healthcare communications and in journalism. She completed her Print and Broadcast Journalism diploma at Humber College and her Bachelor of Professional Arts, Communication Studies degree at Athabasca University.