Big Ideas. Made in Canada.
Public Relations & Earned Media
Public relations and strategic communications · Serving Ottawa and Toronto
Say what matters.
Meet the moment.
Earned media can build credibility, open markets and create demand.
Jackpine helps leaders make it a central part of their growth strategy. Find the story. Prepare the message. Meet the moment.
Understand the moment. Find the opportunity.
News cycles, culture and public mood shape what gets attention. We help you understand those forces, how journalists work and where your story can contribute something useful.
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Read the landscape.
Follow the news flow. Understand the audience, the questions being asked and why your story matters now.
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Build the message.
Define the core message, support it with concrete examples and develop lines worth quoting and ideas worth sharing.
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Prepare the person.
Rehearse the interview. Work through difficult questions. Build the confidence and message discipline to speak clearly under pressure.
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Build on the attention.
Develop lasting, professional relationships with journalists. Carry relevant coverage into your campaigns, sales conversations and next opportunity.
One story. Different audiences.
Local media can build community trust. Regional media connects shared interests. National coverage brings a story into a wider conversation. Global media interprets it for audiences with different cultural, political and economic perspectives.
The angle, context and examples should reflect the audience. The core message stays consistent.
“There was a global curiosity and everybody interpreted it differently.”
Selected media coverage
From Ottawa to the world.
Our own ventures, Canada Is Not For Sale® and Lake Ontario Hat, put this approach into practice. Emma leads design. Liam leads strategy, partnerships and public communications. Here is some of the coverage.
The Lake Ontario launch, timing and early demand.
The design and message behind the Lake Ontario Hat.
Liam’s interview with Paul Hunter.
The story reaches audiences across the border.
Read the report published by Malay Mail.
Japanese-language reporting published September 2026.
Make your message work.
Launch and grow.
Earned media strategy, tailored pitches, press kits and launch communications built around your business goals.
Prepare to speak.
Media training, interview preparation and a clear message structure for leaders and spokespeople.
Respond clearly.
Reputation management, crisis communications and executive counsel. Clear statements, Q&As and stakeholder messages when the stakes are high.
Work directly with Liam and Emma.
Liam Mooney leads communications and counsel. Emma Cochrane leads creative direction and design. Together, we carry the message from the first decision to the materials people see.
Liam taught at Carleton University for nine years, including several years teaching a fourth-year course in the School of Journalism and Communication.
Launching something important? Explore Spotlight. Need help with an urgent issue? Explore Rapid Response.
For a broader rollout, see our campaign strategy and launch support.
What needs to be heard?
Tell us what is happening, who needs to understand it and when you need to act.
Start a conversation