earned media · brand journalism

There’s a reason “deepfake” has become a dirty word. It’s synonymous with deception, with digitally altered images used to mislead or manipulate. So when CTV’s W5 used AI-generated visuals to help tell a story of sexual violence, I didn’t know how to feel.

We may be new to content strategy game — at least by title. In reality, we’re former journalists and editorial leaders who’ve spent years getting very good at doing whatever was asked of us — often on impossible deadlines, with no bathroom breaks, eating a sandwich with one hand and typing with the other.

For Canadian brands, the trade war isn’t just a story to watch — it’s a story to navigate. There are important decisions to be made about budgets and jobs — but also about messaging. About where you stand and whether you make that clear to your customers and clients.

The on-again, off-again tariffs are causing chaos for consumers and brands alike—everyone is figuring it out in real-time. Here’s our take on how Province of Canada is staying true to its values and navigating this moment with authenticity.

Ask anyone about AI, and you’re bound to get a strong reaction. Some people outright hate it, fearing it's destroying jobs—or even humanity. Others have fully embraced it in their personal and professional lives.

Yes, using AI for writing can be great. It can help you organize your thoughts, identify missing themes or arguments, edit for clarity, and make your writing more concise. But when brands lean on it too heavily to do branding, PR or comms work, I can see it from a mile away. And trust me, so can your audience.

We use filler words all the time, often without knowing it. Like. You know. Umm. Right? We share our top three tips taken straight from the newsroom to help you ditch your filler words for good.

AI content creation is far more than just a trend. It is all about giving new and emerging brands the ability to imagine and create stunning content for product launches–without the exorbitant cost of admission.

From billboards at bus stops—thanks to Mount Sinai's brilliant “Hot and Bothered” campaign—to The Toronto’s Star Talking Out Loud series and Naomi Watts's upcoming book, menopause seems to be everywhere.

We get it. Why pay for something when you could get it for free? Doesn’t a PR pitch feel more authentic if a newsroom chooses to run with it–rather than being forced to? Not so fast. Here’s why.

Building a business is part intention, part opportunity, part luck, and a whole lot of serendipity. Where you start is rarely where you end up.

We reached out to founders we admire to talk about their own start-up stories—how they found their niche, how they navigated the messiness, and what they’ve learned along the way.