Two Talk Shop vice presidents have left their roles to open Category Communications, a boutique, specialized PR agency.
A joint creation of Chantel Cassar and Lauren Arnold, with branding by Berners Bowie Lee, Category is being created to work with innovative changemakers and use data-led storytelling strategies to drive results in the areas of tech, real estate and retail.
Cassar (above, left) tells strategy the decision to launch Category Communications is rooted in recognizing the shift in communication and market dynamics that many businesses are navigating today.
“To succeed in today’s rapidly evolving business climate, clients are looking for specialized and strategic senior teams, alongside budget efficiencies, and we want to provide a more boutique, relationship-focused approach to our clients,” Cassar explains, adding that the media landscape has changed so much and that a client’s PR strategy needs to be integrated within its marketing efforts.
“We do not want to silo marketing and PR strategies but rather offer flexible communication solutions that marry both.”
Thought leadership is a key strategy and will be a core service offering for the new shop.
“At Category, we are offering a content marketing approach to thought leadership, which includes media relations, social media (with a focus on LinkedIn) and digital content that can be shared across earned and owned channels,” Cassar says.
Most brands do not appreciate that effective, tailored PR is a critical driver of the business, Cassar says. Category intends to take a tailored approach to its work that prioritizes search engine optimization with an onboarding process that includes an SEO audit and communications keyword strategy to inform all PR, and that will work hand-in-hand with a client’s marketing strategy.
“We always tell our clients that their communications team is really their storytellers, and they should be the consistent red thread of all their marketing efforts,” Cassar says.
Category is launching with an advisory board that includes Lisa Kimmel, co-founder of Lantern Media and former chair and CEO of Edelman Canada and Latin America; Sarah Berman, owner of American real estate PR and marketing firm, The Berman Group; Fatima Zaidi, founder and CEO of production agency, Quill and co-host and Erin Bury, co-founder and CEO of estate planning startup, Willful.
