Public relations helps build lasting connections between an organization and its audience through storytelling.

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To make an impact, people need to feel a connection to an organization, a cause, or a product.

Using public relations strategies and tactics, spark* helps advance your agenda and persuade your audience to take action.


What is public relations?

Public relations is the use of strategic communications to manage how an audience sees and feels about an organization, person, or product. It helps build trust, connection, and positive feelings with an audience.


How is public relations different from advertising?

While advertising uses paid promotion, PR is focused on building a narrative to generate publicity and create champions for your organization.


How can we help your PR efforts?


Earned media/media relations + thought leadership

We understand how modern newsrooms and media work. We handle the packaging of materials, outreach, follow-up, interview prep, and amplification of successful media hits.

Media + presentation coaching

Whether a seasoned veteran or new to media interviews, our team of professionals can provide the coaching to improve your delivery.


From op-eds, to blog posts, to internal communications, we help you establish a voice and increase your presence.


Speech writing + speaking opportunities

We will help you convey your message through succinct, persuasive, and engaging speeches, no matter the occasion. Let us identify strategic speaking opportunities and arm you with the information you need to create an impact and leave a lasting impression.

Crisis communications

Our team of professionals has experience with managing reputations in crisis situations. We are available 24/7 to our clients in these unique and high-pressure moments to provide communications counsel and support.

Event planning + experiential marketing

Virtual or in-person, there is no better way to build a relationship with an audience than through direct interaction. From start to finish we can bring your event to life.


Media monitoring + reporting

Stay up to date on the latest news. Through our media monitoring service, we scan thousands of online, print, broadcast, audio, and social channels for mentions of your brand, keywords, and the topics that matter most. We'll then provide analysis and reporting so you never miss a mention.

Social media + community management

Social media management is essential for building a community online. A robust social media strategy will help your organization increase awareness, establish credibility, communicate important messages, and stay top of mind.

Social listening

Lead the conversation. Social listening takes the guesswork out of social media. It gives insights into who your audience is, how they feel about your organization, what they’re looking for, and how you can effectively connect with them.


Influencer marketing

Further your credibility by allowing us to engage the right influencers to act as your ambassadors.

Content creation

Share your voice by letting us develop content which is purpose built to post across all your owned media channels.

Reputation management

Who you are and what you stand for matters to your key audiences. We will build out a strategy to craft your persona and build and improve on the reputation you want.


Our recent work


Native Women's Association of Canada (NWAC): Get Out The Vote 2021

For too long Indigenous women have been greatly under-represented in voter turnout in Canadian elections and their issues ignored by the government. During the 2021 federal election, we partnered with NWAC on developing the “We’re Done Asking, We’re Voting” campaign.

Aimed at raising awareness and activating Indigenous women in Canada, the campaign used a variety of strategies and tactics including public relations tactics such as content creation and influencer marketing, to advance the story and build authority.


Music Canada: Canada's Music Leaders Event

spark* worked with Music Canada and SOCAN to put on Music Night on the Hill, a Parliament Hill reception celebrating Canada’s music industry. 

Our team worked to develop the event name and theme, the branded collateral materials, and the communications strategy. For the event, our team handled all the event management. We did everything from the guest list to check-in. The evening was well attended by stakeholders, key government and political officials, and the media. It was a night to remember with live performances by Aysanabee, Savannah Ré, and Lili-Ann De Francesco.