PARADIGM
Public Relations Agency
We’re a leading Toronto Public Relations and marketing agency, specializing in media relations, influencer relations, and social media marketing. Since Paradigm opened its doors, our team has been delivering national and regional earned media results for our clients through campaigns, always-on media pitching and data driven insights.
Our media relations team has extensive experience pitching business and lifestyle media in national and regional print and broadcast outlets. We also coordinate sponsored opportunities, including national TV tours, print and digital advertorial and radio segments. Our public relations team consists of expert writers who ensure that a brand’s communications tell a cohesive story that aligns with your business objectives and speaks to both external and internal audiences. To that end, Paradigm is a top corporate communications agency, developing brand messaging that integrates with all communications channels across stakeholder groups. We lead media training sessions for executives to deliver high-impact organizational narratives and help with reputation management. From speechwriting to presentation development, we ensure that executives are set up for success at conferences and events. As one of Canada’s top public relations firms, we are skilled at developing thought leadership narratives that inspire audiences and break the mold in their approach to content.
We also have deep expertise in social media management, digital marketing and influencer marketing, helping brands build awareness and drive sales by developing strategic content plans and finding the right influencer partners. We manage social media marketing from content strategy to community management, with the goal of building your brand.
Our PR agency team coordinates paid opportunities, including national TV tours, print and digital advertorials, sponsored broadcast segments and more.
What we do
Our public relations services includes:
Product Launches
Marketing Public Relations
Media Outreach
Event Management
Media Analysis
Thought Leadership Strategy
Stakeholder Relations
Issues and Crisis Communications
Employee Communications
Brand Awareness Campaigns
Corporate Communications
Issues Management
After 20 years of working in PR agencies, our senior leaders are no strangers to crisis and issues management. We’ve counselled, monitored and drafted messaging to support brands through issues and consumer complaints. We’ve triaged and de-escalated call centre and social media conversations, and we’ve managed crisis communications for some of Canada’s largest companies.
Thought Leadership Strategy
Our public relations agency has particular experience in developing thought leadership strategy for executives. Thought leadership that inspires is about being known for making a difference. It introduces new ways of thinking that will reinvent industries and significantly impact business models, the marketplace, employees, consumers and the workplace. It is bold and attracts people through passion for change and information shared. It breaks the mold in its approach to content. We can work with you to develop or refine a thought leadership niche for CEOs or senior executives.
PUBLIC RELATIONS
Case Studies
Pancakes Love Nutella
Challenge:
Nutella is a beloved brand, and while it has long been a breakfast staple in Europe, its position as a breakfast food in Canada is not as widely accepted. The Nutella brand team developed a Pancakes Love Nutella promotion to reinforce the brand’s versatility message and encourage consumers, specifically moms, to shake up their morning routine by pairing pancakes with Nutella as opposed to the traditional maple syrup. As a Toronto-based public relations agency, Paradigm was tasked with amplifying the campaign and bringing the Pancakes Love Nutella messaging to life in a fun, engaging way.
Solution:
How do you make a pancake breakfast fun for families? With Nutella pancake art. The PR agency team partnered with one-of-a-kind pancake artist Nathan Shields to show Canadians how easily they can switch up their morning routines by adding a little joy to breakfast with Nutella and pancakes. Nathan embarked on a cross-country broadcast media tour, where he delighted viewers with entertaining and eye-catching pancake art that families could easily re-create at home. The media tour was supported by media drops and through editorial content on Narcity, an Instagram post on BlogTO and product giveaways.
Results:
The Pancake Loves Nutella promotion was a huge success. The PR agency team’s outreach resulted in six broadcast segments, including Breakfast Television Toronto, The Morning Show and Global Calgary, and more than 24 million print impressions, The blogTO Instagram post generated more than 165,000 impressions, 4,000 likes and 200 comments. The Narcity editorial content generated 2.5 million impressions and 1.4 million impressions on social media.
Sales of Nutella were up during the promotion period and the promotion redemption surpassed targets. The media relations amplification was so successful that Nathan Shields was brought back for year two of the campaign.
RBC Home Ownership Poll
Challenge:
The spring home buying season is a critical period for financial institutions and one where every major bank, along with numerous other organizations, release their own data on the real estate market.
In 2019, market research projected a softer home buying season. Given the combination of a highly competitive and crowded mortgage space and the potential for a quieter spring season, positioning RBC as a leader and trusted partner among potential home buyers was vital. As a Canadian PR agency with strong media relations expertise, Paradigm PR was tasked with with delivering a media relations campaign that generated a high volume of media coverage.
Solution:
Awareness and advice are often the first steps in driving consideration when choosing a mortgage and RBC’s Home Ownership Poll was an important way for the bank to share advice with consumers via media coverage.
To set the bank apart from competitors, the public relations agency team at Paradigm worked to ensure RBC was first-to-market with a compelling media relations campaign that put the latest trends and data in the hands of media across Canada.
Regional pitches and a Quebec-specific release featuring provincial data was leveraged to further pique media interest. Embargoed pitching and interviews ensured a strong start to media coverage and provided opportunities for RBC spokespeople.
Results:
The 2019 public relations campaign reinforced RBC’s leadership among financial institutions in the real estate space with a 370% increase in stories and a 247% increase in impressions over the previous year.
Quebec-specific stories increased by 550%. Paradigm PR’s efforts secured coverage and interviews in top-tier publications across Canada, including outlets such as Toronto Star, CBC Radio One (National), lesaffaires.com, Bloomberg and Calgary Herald. The media relations campaign was not only the most successful to date for the home equity financing team, but similar releases from competing financial institutions only received a fraction of the coverage.
Bulldog Skincare
Challenge:
British brand Bulldog Skincare for Men was launching in Canada in 2018. As the Toronto-based public relations agency for the brand, Paradigm PR, was tasked with generating awareness among the target audience and bringing the distinctive Bulldog brand essence to life.
The challenge was finding a way to stand out in a category dominated by a few key players, while keeping the unique and distinctive voice of the brand.
Solution:
To help create a personal connection with key audiences, the agency team at Paradigm public relations invited media and influencers for a first look at the product line-up at a launch event in a local barber shop. Attendees were treated to a barber service using the Bulldog products and had the opportunity to interview the founder of Bulldog, Simon Duffy.
A targeted media relations strategy was also in place to promote the new brand with both long-lead and short-lead media. An influencer campaign was developed to build awareness when the product line launched, and again at Father’s Day and throughout the summer months. Paid social media on Facebook and Instagram amplified the influencer and media relations campaign.
Results:
The launch program was a success, generating buzz and interest for the British skincare brand, helping it become the fastest growing men’s skincare brand in Canada.
The media relations and influencer work by the PR agency team at Paradigm Public Relations generated 54 stories and 12 million impressions. Bulldog was featured in print, online and broadcast outlets, and featured in several Father’s Day gift guide broadcast segments across Canada. The paid social content across Facebook and Instagram generated more than 4.5 million impressions.
