Marketing Communications Insights

When we first started integrating AI into our work at PRAXIS, the conversation was all about productivity. How could we use these tools to move faster, deliver more, and find efficiencies across teams?

September has always felt like a new year. After the natural slowdown of summer, it’s a chance to reset, refocus, and re-energize—not just for myself, but for the PRAXIS team as well. The fall season brings excitement and urgency as we move toward year-end goals, but it also offers a powerful opportunity to strengthen culture, celebrate progress, and create clarity about what’s next.

When I first started leading teams at PRAXIS, before becoming CEO, I had a fairly rigid idea of what leadership meant. I believed it required having all the answers, guiding every aspect of a project, and personally carrying the responsibility for success.

Influencer marketing used to be about one thing: visibility. Brands chased celebrity endorsements and splashy shout-outs—rarely considering fit, message, or real connection. It was all about the numbers. Big names meant big reach.

Whether or not you’re going on a big trip, stepping away from work is critical to avoiding burnout. You simply can’t show up every day, all year, and bring your best. If you’re consistently on — always available, always thinking about work — you might assume that leads to better output. But in reality, you end up with diminishing returns.

At PRAXIS, we often say that relationships are our strongest asset. That’s not just a sentiment—it’s the foundation of how we work. Many of our recent client wins came directly through connections.

Nobody wants to think about a PR crisis until it’s already happening — but how you respond in those first few hours can define your brand for years to come. A real time response guide on how to lead through a crisis — because when things go sideways, you need more than a plan.

In PR, crises are not a question of if, but when. Effective PR crisis management is not just about handling fallout when it happens—it is about having the right systems, people, and strategies in place ahead of time.

In the high stakes world of PR and communications, success isn’t merely about crafting the perfect message—it’s about understanding people. At its core, PR is a business of relationships, credibility and trust all of which hinge on an essential skill: Emotional intelligence (EI) is at the core of what we do, shaping how we build relationships, navigate crises, and foster strong teams.

With tariff tensions on the rise, Canadian businesses and those operating in Canada face growing uncertainty. From increased costs on imported materials to potential consumer backlash, companies must navigate these challenges strategically.

Welcoming 2025, the PR world is more dynamic than ever, driven by constantly evolving digital advances, varying client needs, and a reinvigorated focus on authentic connection.

In today’s interconnected world, businesses face a myriad of challenges that can impact their reputation and operations. Issues management is a proactive approach that organizations employ to identify, address, and mitigate potential problems before they escalate into crises.