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Thoughts From Our President

07.28.23 / Nadia Beale

6 ways MSL Canada is doing PR differently

From media relations to public affairs to crisis management, public relations agencies provide a wide range of services to generate awareness and positive sentiment for their clients’ brands, products and services.

But not all PR firms are created equally. Here’s what sets MSL Canada apart from the competition.


1) Our unsiloed approach

At MSL Canada, we pride ourselves on our entrepreneurial spirit and our unsiloed approach to PR. As a flat organization, we empower everyone at every level to be connected and invested in shared goals, which includes nurturing a culture of collaboration, respect and growth.

This “unsiloed” approach means that the team that develops the creative strategy will be the same team that will be executing the campaign, making the work more meaningful, the experience more fluid and the results more easily aligned with objectives. 


2) Our record-breaking AOR relationships

From GM and Walmart to Kellogg’s and P&G, we take pride in our client partnerships and focus on being great partners, fostering relationships on a foundation of trust above all. This approach is why we’ve become known in the industry for our long-standing client partnerships.

For example, we’re incredibly fortunate to enjoy a 15-year-long relationship with P&G. In fact, it’s become so meaningful that P&G holds an annual P&G x MSL Awards ceremony to recognize campaigns and MSL team members — a truly unique client-agency partnership. And for the last six years, Coty and MSL have been working side by side on the evolution of many of their brands, supporting marketing initiatives that breathe new life into some older-generation brands.

In addition to our clients, MSL Canada has cultivated long-lasting relationships with Canadian media, such as The Bay Street Bull, CTV News and The Kit, to drive earned coverage and impact for our clients.


3) Our behind-the-scenes storytelling advantage

From op-eds and thought leadership features to positive product reviews and lifestyle coverage that moves the needle, we understand that optimizing the impact of a great story hangs on the artful blend of a compelling narrative and bold creativity that captures the attention of Canadians.

Unlike other agencies, MSL has an ace up its sleeve. We have a team of reporters from The National Post, CTV News, The Toronto Star as well as Hello Magazine, Fashion and Vogue writers who bring decades of experience and insights into the ever-shifting media landscape.

These media veterans also lead our crisis communications and media training offerings.


4) Our unique in-house services

Unlike many of our competitors, MSL Canada offers several in-house services.

Our in-house, full-service production agency MSL Studios produces award-winning, scalable, and cost-effective social media and PR video content on demand for our clients—some of our work has also made its way to TV! As a collaborative, producer-led team, MSL Studios is ready to help clients connect to consumers with an always-on, creative approach to content production.

Additionally, our latest Multicultural Communications offering is comprised of professionals from various lived experiences and backgrounds who bring a wealth of diverse perspectives and in language skills to the table.


5) Our positive and supportive culture 

At the end of the day, we’re a team that works hard and likes to have fun. We see ourselves as a community that supports each other, gives back and works hard to create an environment where people are energized and inspired by the everyday.

To support this, our Social Committee is dedicated to ensuring we stay connected through regular team events and off-sites.

Our MSL Parents Group was created to provide a support network for the parents on our team and those new moms and dads who are transitioning back into work after parental leave.

And finally, the MSL Community Love group is all about giving back to our communities. Our goal is to pick a different local organization every quarter and volunteer our time and efforts to support them.


6) Our active DE&I efforts

MSL Canada and our parent company Publicis Groupe are committed to making our workplaces more diverse, equitable and inclusive.

To do this, the Groupe appointed a Head of Diversity & Inclusion, a DEI council and established four pillars for the Groupe’s mandate towards progress, education, outreach, talent management and giving back.

As part of this commitment, the Groupe launched a new initiative called This Is The Job (, an outreach initiative for Black, Indigenous and racialized teens and young adults to educate, inspire and encourage them to consider a career in advertising and communications. The Groupe also established an always-on approach to educate and enrich the Groupe network through a speaker series and educational programs, building on the success of more than 20 sessions in 2021.


Choosing the right agency

PR agencies will often have varying degrees of industry knowledge, expertise, connections, tools and capabilities that are important to consider when selecting one for a campaign or an ongoing partnership. Beyond these, there are also less obvious characteristics that will determine an agency’s effectiveness, including their strategic approach, collaboration with clients, and creativity in their work.

With so many factors to consider, choosing the right PR agency can seem like a daunting task, but with the differentiators laid out above, a partnership with MSL Canada is certainly one worth considering.

Contact us today