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 an issue.

While advertising uses paid promotion, public relations is focused on building a narrative to generate publicity, create champions for your organization or cause, advance your agenda, and persuade your audience to take actions.


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?


Media + presentation coaching

From learning how to speak to the media to building confidence in your presentation skills, we offer in-depth, interactive coaching sessions. Whether you’re a beginner spokesperson or C-Suite executive, our team of professionals will help you improve your delivery.

Earned media

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.

Social media + community management

A robust social media strategy will help your organization increase awareness, establish credibility, and stay top of mind. From full service community management to campaign-specific content creation, we’ll develop a strategy that meets your organization’s unique needs.


Media monitoring

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 listening

Social listening gives insights into your audience, including how they feel about you and how to connect with them. Through regular reporting, we’ll monitor direct mentions, plus conversations and trends around the keywords, topics, competitors, or industries that matter most.

Email marketing + newsletters

We’ll launch your email marketing efforts or take your newsletter to the next level through list building, template design, content creation, scheduling, and reporting.


Video creation

Why wait for the mainstream media to pick up your story? Share your point of view through our video creation and editing services. Working with a photojournalist we’ll bring your vision to life.

Social media training

Begin with the basics of content creation and community management or jump right into social media growth and expansion strategies. We’ll provide a personalized deck and presentation based on what you’re looking to achieve.

Social media audit

We’ll do a deep dive into a your current social media efforts, focusing on strengths and weaknesses. You’ll be provided with a deck that identifies opportunities for growth and outlines specific and detailed recommendations to level up your social media strategy.


Crisis communications + reputation management

A crisis needs a leader. We’ll guide you through the uncomfortable moments and get you to the other side. Our sound advice is only a call away.


Need some extra writing support? We’ll help you establish your voice and increase your presence. Whether you’re looking for assistance with blog posts, newsletters, press releases, op-eds, presentation notes or speeches, at spark* we do it all.

Influencer marketing

Influencers can help you reach and build trust with highly engaged audiences. We'll recommend influencers, build a content strategy, and act as a liaison to handle all communications and contracts.


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.