Perspective: Canada's PR Industry Is Innately Skeptical And That's Good For All Of Us

(MENAFN- PRovoke) Canada's total population is only 40 million people, roughly the size of California, so it may be shocking to some that public relations firms across Canada punch above their weight and bring in roughly $775M USD in revenue each year, employing over 6,000 professionals along the way. In fact, it can be predicted that 36,000 new job openings will occur in the Canadian public relations industry by 2026, despite the grim economic challenges currently facing the country and recent threats from south of its border of becoming the '51^st state'.

As someone who has only ever worked in agency PR, started her career in Toronto, moved to New York and traveled the world managing global clients by her mid-thirties and then found herself back in Toronto for personal reasons, I can say with first-hand experience (and a slight bias), that Canada is the toughest and best training ground for cultivating globally minded PR practitioners. It's essential in this market that professionals not only understand how to operate successfully in Canada but are educated about and are highly attuned to the rest of the world. Tethered to the US economically, and colonially connected to the UK, our PR market is trained to look and listen outside of our border and across the pond and then synthesize news with cautious skepticism that 'balances' viewpoints from all countries.

The current state of political and economic tension between Canada and the US, combined with a very 'un-Canadian' like reaction that has unleashed a hurricane of nationalism, protectionism and abject rejection to anything that reeks of exaggeration or political hyperbole, is a good reminder from the 'North' about our professional responsibility as communicators to always be the watchdogs for 'fake news'” and why a healthy amount of skepticism is actually good for all of us.

New Economic Realities Reshaping Canadian PR Landscape

According to a recent public opinion study by Harris Poll Canada, after only six weeks of US fueled threats and tariffs, most Canadians (83%) say our relationship with our American neighbours has been irreparably harmed and the vast majority would like to see a meaningful diversification of our trade partnerships so that we aren't so heavily reliant on the US. This new mindset is already reshaping the PR landscape. We aren't just nice skeptics now; we also have a newfound confidence in our own market offering.

Buy Canadian: Talent & Acquisitions

While Canada may not love the current sentiment that is floating up from the 49^th parallel, Canadian PR professionals are also realists and still appreciate that most of our Canadian clients are employed by Fortune 500 companies and that their budgets are either fueled or influenced by the success of US headquarters. For savvy Canadian PR agencies with top talent that have worked abroad and come back to Canada with US experience, earning the respect of influential Canadian clients working for US companies, the opportunity to 'sell' their agency services to US clients at a 30 percent Canadian discount is a real possibility. This selling concept completely turns the idea of 'buy Canadian' on its head, but it feels like the market is ready to strut its stuff on a larger PR stage. The natural extension of this trend for Canadian agencies that are part of US Holding Co.'s would be to pitch their talent to sister agencies as an 'ready-made' talent solution vs. hiring US talent given economic unknowns. Understanding that typical PR budgets in Canada are only 10-20 percent of what the same campaign in the US would fetch, the upside of selling our services at a discount to the US could be financially transformative.

Conversely, for multinationals who want to ramp up their Canadian agency presence given the same 'buy Canadian' trend, would - on the flip side - benefit from our weaker dollar and be able to buy talented PR or influencer firms north of the border for less right now.

From Oversaturation to Are You Canadian Enough?

Toronto is the largest agency hub for multinationals with Canadian offices. Add to that the number of independent PR firms that have popped up since Covid, and Toronto is now the most competitive and oversaturated PR market in the world next to New York. Fast forward to the last few weeks and every PR agency in Canada - either a subsidiary office of a multinational or local independent – has had to redefine itself against the backdrop of 'how Canadian are you', not just as a source of pride, but as a means for survival. I say survival because in the same Harris Poll Canada study, 96% of Canadians agree that it is more important than ever before to support Canadian businesses and buy Canadian (even if the cost to do so is more expensive). While it is too early to say this 'new reality' could have significant long-term negative impact on agencies that aren't Canadian-owned or Canadian-founded, what it has done is immediately ignite the need for Holding Co's with Canadian offices and US brands alike to reconcile 'how 'Canadian are we', as companies, cultures and the products we market.

The positive unifying PR upside for all types of PR firms in recent weeks is an increase in budget allocation for 'Made for Canada or Made in Canada' communications campaigns that aim to leverage national pride in exchange for brand love.

Regional Is the New National

Canadian, American and global companies marketing in Canada have an opportunity to further capitalize on the Canadian patriotism bandwagon through local story telling.

Quebec-specific campaigns tailored to French Canadians, which are sadly often the first cut in a budget line, are now the topic du jour and hopefully here to stay. Agencies that have invested in setting up a Montréal office from scratch or through an acquisition will do better in our current climate and the ones that haven't done so, are likely scrambling to figure it out quickly. Calgary and Vancouver-based PR programs that support Canada's West, have also seen a significant rise in interest over the last few months and despite a predicted slow-down in Toronto (national) budgets in the back half of the year, I would bet my last PR dollar on a hiring spree and commensurate talent war in Canada's West this year and next. I also believe that the East Coast of Canada, the Maritimes, will emerge as a more important PR market, especially given the number of large, family-owned, Canadian food companies with national and global selling power that are headquartered there.

Canada Is in the PR Spotlight

In a market that is largely local and often an afterthought, journalists, communicators, press secretaries and global political leaders have for the first time ever over the last two months, spent more time talking about Canada than Canadians. Historically, we haven't always been great at 'PR'ing' ourselves because it has always felt in stark contrast to our behind the scenes, humble and authentic tone as an industry, and as a country. Studies would suggest that the paradigm is fundamentally shifting, and that Canada is done defining itself against the US and UK and finally found its own distinct voice and PR swagger for the long run.

As a proud Canadian, I would like to believe that.

But as a seasoned Canadian PR professional, I am still slightly skeptical.

* Data sourced from The Harris Poll Canada's Omnibus, April 2-3, 2025 with a sample size of 1,515 general population Canadians.

Krista Webster is the Toronto-based CEO of Veritas Communications. Earlier this month, she received a SABRE Award for Individual Achievement.

Note: This article reflects the views of the author and is published as part of PRovoke Media's opinion section. It does not necessarily represent the views of PRovoke Media or its editorial team. We welcome a range of perspectives and invite readers to submit thoughtful responses or counterpoints for consideration to [email protected] .

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