Media Relations

The media landscape has fundamentally changed but the importance of media relations has not. As that landscape shifts, one constant remains – people are voracious consumers of news and information.

At the heart of what we do is storytelling. The story is the foundation, supported by a strong core narrative that influences all communications in a campaign. In all of our projects, we work closely with our clients to ensure they reach their goals and achieve their media relations objecgives.

Look Inside

Our success stems from our determination to understand the motivation driving behaviour – yours and your audience’s. We go below the surface to discover the emotional and rational drivers at play in any situation.

We call this process “Look Inside” and it is at the heart of our business. Journalists and influencers are are looking for stories and content that resonate with their readers, viewers, listeners and followers; emotion is the — often subconscious — driver of this.

Our Look Inside process is a proven way to find key insights that allow us to connect with key target audiences through a compelling core narrative.

Our Work

The Canadian International AutoShow is Canada’s largest consumer and trade show, annually welcoming more than 350,000 visitors to the Metro Toronto Convention Centre over 10 days in February. Since we started engaging the media for the AutoShow, it has set record attendance numbers both for the overall attendance at the Show and a single-day high and helped the AutoShow earn 3,183 media mentions, reaching a potential audience in excess of 1.7 billion since 2019.

What Sets Us Apart

With a staff of 50 – that includes eight former journalists who maintain strong and enduring relationships with journalists, influencers and national, provincial and local media outlets – we have the up-to-the-minute knowledge of the media and experience to make the right connections at the right time to deliver results.

We have a proven track record of developing compelling story ideas, identifying the right platforms for reaching target audiences and directly engaging journalists and influencers to drive earned coverage.

Our Team

Stephen Murdoch

Vice President, Public Relations

Stephen leads our public relations practice and delivers PR campaigns that click for clients with global reach and local feel alike. From building reputations for new players in the market or creating stories for a new product line, he puts story-telling skills developed through extensive experience to work.

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Kalvin Reid

Director, Public Relations

A former newspaper reporter and editor, Kalvin now puts his way with the written word and grasp of today’s media landscape to work to help get our clients’ message into traditional and digital media alike. He also helps people prepare for media interviews and writes engaging content, from speeches to reports and everything in between.

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Peter Downs

Senior Consultant, Health Practice

Peter puts his two decades of newsroom experience to good use, giving expert counsel to clients who need to be heard in public affairs. Much of his time as a reporter was on the health beat, where he earned the respect of health officials across Ontario and developed insights in complex, often contentious, issues.

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Erin Bell

Account Director

Erin is a seasoned marketing and communications professional with a decade of experience in developing and leading public relations campaigns that help move and sway target audiences. She is an integral member of our public and media relations team, bringing significant knowledge and understanding of how to apply digital-first thinking to ensure alignment across earned, owned and paid channels to help clients achieve KPIs and business goals.

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Our Services