Media relations
Earn it. Own it.
We don’t just work with media.
We come from media.
We’ve worked in newsrooms. We’ve worked in corporate. We know how to land a story when it’s your moment, and how to avoid headlines when it’s not.
Today’s media landscape is messy. It can feel unpredictable — even adversarial. But with the right strategy, there’s always opportunity. We help you find it, shape the story and work with journalists instead of bracing against them.
And it’s not just the 6 o’clock news or morning paper anymore. Podcasts, newsletters, online outlets, social feeds, influencers — audience habits are changing fast. We help you figure out which channels matter for your story and how to get you in the mix.
This isn’t about blasting news releases and hoping for the best. It’s about relevance, timing and knowing how to make your story work for the people telling it.
These days, thoughtful communication isn’t optional. It’s everything.
Service breakdown
Here’s what we offer to help you show up well and get the right kind of attention:
Media strategy
Smart, modern strategies for if, when and how to use media – traditional or “new” — to reach the right people, with the right message, at the right time.
Media training
We teach media strategy and spokesperson skills from a journalistic lens. Learn from experts who have been on both sides of the mic.
Proactive and reactive media support
Whether it’s your moment or your mess, we help you seize the moment.
Story development
Shape timely, relevant stories that hit the sweet spot between what your audience cares about, what you need them to know and what media are looking for.
Pitching and outreach
Strategic, respectful outreach that builds real media relationships — and gets your story picked up.
Media management
A relationship-based approach to handling media — whether it’s navigating tough questions, managing sensitive coverage or maintaining trust through tension.
Media materials
Messages, Q&As, backgrounders, statements and supporting content in every format, written with a journalistic eye and a clear voice.
Spokesperson support
Prep, coaching, logistics and live support to help your spokespeople show up at their best — on camera, on the record or in the room.
Media monitoring and reporting
We track coverage, monitor the conversation and listen in real time so you can measure impact, manage risks and stay ahead of the story.
Highlights
Just a few ways we’ve helped clients shape the story — and steer clear of trouble:
Raised public concern
Led urgent media outreach for a professional association regarding provincial legislation, earning widespread coverage and a direct response from government officials.
Achieved national coverage
Delivered national results for an energy infrastructure launch — reviving an old announcement with a fresh PR strategy and coordinated execution.
Impacted public policy
Ran a cross-Canada campaign for a pharmaceutical client, coordinating patient and physician spokespeople and contributing to a major provincial policy win.
Secured coverage for a product demo
Helped an Alberta-based startup earn national attention for its wildfire technology by crafting a compelling story that made tough media outlets take notice.
Avoided negative coverage
Quietly managed a serious executive misconduct situation for a post-secondary institution — without it ever hitting the headlines.
Controlled the media cycle
Talked multiple clients down from avoidable media missteps with clear counsel and the right kind of “don’t do it” advice.
FAQ
What makes your media relations approach different?
We’ve worked inside newsrooms and on corporate comms teams. We know how stories are chosen, shaped and cut — and we bring that insight to every pitch, every plan and every interview.
Why is working with media so hard?
It doesn’t have to be. Journalists are people doing a job. We help you understand their world, anticipate what they need and respond in a way that’s respectful, clear and effective.
Can you help with both proactive and reactive media?
Yes. We love telling a good story, but we’re also experienced in handling tough moments. Whether it’s an exciting launch or a fast-moving issue, we know how to show up with credibility.
Do you offer media training?
Absolutely. We coach spokespeople and executives on how to handle media interviews with confidence — whether it’s live, pre-taped, or a phone call out of the blue.
Will you write our materials?
Yes. We write news releases, backgrounders, key messages, Q&As — anything you need to show up clearly and consistently.
Do you monitor media coverage?
We do. We track what was picked up, how it performed and what the tone and traction mean for your next move. We also build clean, useful media reports.
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