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PR Isn't Dead, It's Mutating
Reputation isn’t built the old way anymore. This week’s story explains why.
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If 2025 has taught us anything, it’s that the ground keeps moving. Tariff wars. Tighter spend. Channels changing under our feet. The way trust gets built in Canada is shifting fast, and PR is evolving right along with it. Our featured story breaks down what’s changing now, and why being ready for 2026 matters.
Last week, you voted for a mix of Weekly News and Signals we are seeing. We will be mixing it up from here on out to keep things fresh!
Coming Up
PR Is Entering a New Era and 2026 Will Separate the Reactive From the Ready
If you work anywhere near PR right now, you’ve probably felt the shift. The pace is faster, the risks are bigger, and the channels that shape reputation don’t look like they did even a few years ago.
In a new blog post shared with Marketing News Canada, Madi Secareanu (Founder & CEO of The Spox Agency) lays out why she believes we’re entering a new era of communications, and why 2026 will be the year that rewards the ready and exposes the reactive.
Her view is simple: PR isn’t fading out. It’s widening. And the teams that adapt early will have a real edge.
Madi points to a handful of changes already reshaping the industry, including:
Politics becoming unavoidable in brand communications — and why values-anchored strategy matters more than “staying neutral.”
Substack and newsletters rising as high-trust PR channels — where influence comes from credibility, not just scale.
The press release making a comeback as an essential source of truth in an AI-filtered media world.
A shift toward realness over polish — with audiences rewarding brands that show up with conviction, not just control.
Custom AI tools becoming part of the next PR toolkit — helping teams move faster without losing strategy.
Why this matters for Canadian marketers: audiences here are tuning out noisy platforms and leaning into trusted niches, which makes newsletters, creators, and credibility-first media plays more valuable than ever.
Community Pulse: Your Top Channel of 2025
2025 was a year for marketers: platform shakeups, tighter budgets, tariff wars, and a news cycle that never let up. So we want to hear from the people who were actually out there doing the work.
What was your top performing channel of 2025 |
Bonus: if you’re up for it, add a quick line on why it worked for you or what you’d tweak next time. We’re shaping a “straight from the community” Marketing News Canada article on what actually drove results in 2025 (and what’s worth improving heading into 2026). If your story’s a fit, we may follow up to feature it.
Want to share more than a quick comment? The Shaniece from the SNMA is hosting an open Community Coffee Hangout this afternoon: no slides, no stage, just a casual space to swap 2025 wins, lessons, and what you’re taking into 2026. If you’ve got a story to share (or want to hear what others are seeing), come by.
SocialEast 2025 - Photo by Mat Higgins-Savidant
SNMA Webinar Calendar
Thursday, December 4 | 10 AM MST/12 PM EST
Email Strategies to Keep BFCM Shoppers Coming Back for the Holidays
Turn your BFCM subscriber surge into holiday sales that stick. Bruna Miranda (Cyberimpact) breaks down smart segmentation and retention automations that convert one-time deal hunters into loyal, repeat buyers, long after the rush.
Tickets to SocialNext could be the perfect gift for the marketer or team member in your life! Here’s upcoming price deadlines:
SocialNext: Nonprofit & Public Sector (Ottawa), Jan 28 - 29: Whether it’s AI, PR, Social Media or somewhere else in the marketing mix, the sessions at SocialNext: Ottawa are tailored to the unique needs of nonprofit and public sector marketers. Explore the topics and get your ticket.
SocialNext: Toronto, Apr 9: Today is your last chance to save $200 with Pre-Sale pricing. Secure yours now to save!
SocialWest (Calgary), May 27-29: You won’t want to miss the 10th Anniversary of SocialWest. You can save $350 with Advance Early Bird pricing only until the end of the day. Get yours now!
SocialNext: Montreal, Jun 11: On sale soon! Get updates.
SocialPacific (Vancouver), Sep 23-24: On sale soon! Get updates.
SocialEast (Halifax), Oct 29-30: On sale soon! Get updates.
Weekly News Brief
Sleeman Signs On With Hockey Canada — A new multi-year partnership through 2027–28 puts Sleeman in front of Canada’s biggest hockey audiences just as brands double down on national passion points.
Market Manipulation Cases Are Up — Canadian regulators say investigations are rising, with more algorithm-driven schemes in play, another trust warning shot for brands in finance, retail, and emerging tech.
De Minimis Rollbacks Hit Online Sellers — Canada and the U.S. are both tightening low-value import rules, meaning more duties and friction for Canadian e-comm brands selling cross-border.
Ottawa–Alberta Energy Deal Lands — A new federal-provincial MOU on energy infrastructure is being framed as an economic-sovereignty move in a trade-pressured era.
Trends & Insights
Canada’s AI Confidence Gap Is the Real Story — Growclass’ new AI for All report found only 1 in 3 Canadians feel confident using AI at work, and while 68% want training, just 14% have gotten it. Adoption is rising, skills aren’t.
AI Adoption Is High, But ROI Isn’t — Canadian companies are rolling out AI everywhere, yet meaningful returns are still rare. The next edge isn’t “using AI,” it’s proving impact.
CTV Works… Until You Buy the Wrong Inventory — Vibe’s 2026 CTV Performance Playbook says streaming TV is booming for performance marketers, but the channel is still packed with fraud, recycled inventory, and unverifiable impressions. Clean supply + verified lift are now must-haves.
Canadian Marketing Leaders Say 2026 Needs More Boldness — Campaign’s new State of the Nation survey of execs argues Canada’s industry is being held back by risk-aversion and short-termism, and the path forward is bigger ambition, braver work, and smarter AI maturity.
Find customers on Roku this holiday season
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Bonus: we’re gifting you $5K in ad credits when you spend your first $5K on Roku Ads Manager. Just sign up and use code GET5K. Terms apply.
Coast-to-Coast Job Opportunities
Advertising Media Buyer — Banch Marketing (Remote, BC)
Digital Content Writer — Western Canada Lottery Corporation (Remote, AB)
Manager, Marketing Programs — SGI (Regina, SK)
Manager, Marketing, Digital Services and Communications — Tourism Industry Association of Ontario (Toronto, ON)
Growth Marketer — Meroka (Montreal, QC)
Have a great story or big news to share?
We’re always looking for fresh campaigns, smart strategies, and standout wins from Canada’s marketing community. Send us your news at [email protected] and you could be featured in an upcoming edition.
Thanks for reading and being a part of the MNC community!
We’re so happy you’re here.
Marketing News Canada
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