Public Relations: The driver of trust in a turbulent world
This week, His Majesty King Charles III delivered Canada’s throne speech – the first time in nearly five decades that a reigning monarch has performed this ceremonial duty. What message does this send to Canadians and the world? That Canada will rise above our current economic tumult with the strong allies. A single act, with unquestionable symbolic heft.
It might seem odd for me, a career agency leader to talk about the case for PR – but with our economy on a knife’s edge, the restructuring of our trading relationships underway, and so much uncertainty ahead, I believe that now, more than ever, is the time for organizations to invest in their internal and external relationships. As someone who’s seen firsthand how relationships shape reputation — I believe the moment we’re in demands it.
At ChangeMakers, our team just wrapped awards season with incredible recognition — including Large Agency of the Year from the Canadian Public Relations Society. It’s an honour. But it’s more than that. It’s a signal that what we’re doing works — not just creatively, but strategically. That when you invest in building meaningful connections with your audiences — when you communicate with clarity, empathy, and purpose — it delivers results.
The data backs this up: organizations with strong reputations outperform competitors and recover faster when crisis hits. Why? Because trust isn’t built in the moment of crisis. It’s built in the everyday moments that come before.
As Canada reshapes its role on the global stage, how organizations communicate — internally and externally — will define who leads and who lags. The smart ones won’t retreat. They’ll step up and build reputational equity while others are still their hedging bets.
Public relations has never been more important. And I’ll be bold here: Because frankly, our future prosperity depends on it.
About ChangeMakers
ChangeMakers is a 400+ person independent reputation management, social impact and marketing firm with offices throughout North America. ChangeMakers combines deep business specialization with human-centered strategies, working alongside our clients to strengthen their reputation and succeed in a disruptive world.
