Performance Marketing · 08 Advanced Marketing & PR
Earned media, story development, crisis communications and stakeholder relations, planned and measured alongside your paid and owned channels. OlDevs builds PR programs for associations, councils, franchises and corporations across Canada.
You own accounts, data and IP Monthly reporting Reply within one business day
Advanced marketing and public relations is the practice of earning attention through media coverage, credible storytelling and stakeholder relationships rather than paid placement alone.OlDevs, a full-stack technology studio in Vancouver, British Columbia, runs PR programs that combine media relations, thought leadership, crisis planning and reputation management with the paid and owned channels a campaign already uses. The work is measured on share of voice, message pull through, referral traffic and branded search, not raw impression counts. Clients own every media list, message document, newsroom and account we build.
Key facts
08 · Advanced Marketing & PR
What the program covers
We develop stories worth covering, build the newsroom and media kit behind them, and pitch reporters, editors and trade press directly. Press releases are written for pickup, with quotable lines, facts you can defend and assets ready to publish.
Before anything happens we map the issues, agree holding statements, name approvers and rehearse. When something does happen you have a first response ready in minutes, a single source of truth and a plan for staff, members, regulators and reporters.
Associations, councils and government bodies answer to members, boards and the public at once. We build stakeholder maps, consultation materials, briefing notes and member communications so every audience hears the same message in language it recognises.
We position executives and subject experts with a point of view worth quoting: bylines, commentary programs, podcast and conference pitching, award submissions and speaker abstracts, plus the LinkedIn cadence that keeps a profile warm between placements.
Creator partnerships briefed properly, with disclosure that follows Canadian advertising standards, plus trade show and event marketing: pre show outreach, on stand content capture, launch moments and the follow up sequence that turns a badge scan into a real conversation.
PR is planned with paid and owned in one calendar, so a placement lands while search, social and email are ready to catch it. We report share of voice, message pull through, referral traffic in GA4 and branded search demand instead of impression estimates.
Process
Discovery and audit
We review current coverage, competitor share of voice, existing messaging, spokespeople, past issues and the channels already running. You get a plain reading of where the reputation stands today.
Message and plan
A message house, audience map, story pipeline and calendar, with named owners and approvals. Risks and no go topics are agreed in writing at the same time, not improvised later.
Build the assets
Newsroom and press kit, releases, bylines, briefing notes, spokesperson training, creator briefs and event materials, published to WCAG 2.2 AA and available in English and French where needed.
Run the program
Pitching, relationship building, award and speaking submissions, monitoring and rapid response, with one accountable team and a working piece of the program delivered every week.
Measure and adjust
Reporting on share of voice, message pull through, referral traffic and branded search, followed by a clear decision on what to keep, what to drop and what to test next quarter.
How we work
We agree the two or three things you want said in public, the proof behind each one and the words you will not use. Every pitch, byline and statement traces back to that document.
Lists are researched by what a reporter actually covers and has recently written, not exported wholesale from a database. Smaller lists, better fit, fewer relationships burnt.
A release only travels if it carries a real story: a decision, a first, a data set, a human consequence. We find the angle before we write, and drop the ones that will not stand up to questions.
Media training with practice interviews, bridging, hostile questions and on camera work, so the person in front of the microphone stays calm, accurate and on message.
PR moments sit next to campaign flights, email sends and content publishing, so coverage lands when the rest of the funnel is ready to convert the attention it creates.
Share of voice baselines, referral tracking in GA4, branded search reporting in Google Search Console and a message pull through rubric are set up first, so the first report compares against something real.
Who it's for
Whether the audience is a customer, a member, a citizen, or your own team, the work has to hold up under real use.
Multi brand and multi market organisations that need consistent messaging, executive positioning and a crisis plan that survives contact with a real incident.
Member organisations, councils and public bodies balancing member communications, consultation, media enquiries and bilingual, accessible publishing obligations.
Networks that need national story development plus local media relations and community programs that franchisees can run without drifting off message.
Founders building a public profile from a standing start: launch stories, founder positioning, award and speaking programs and first trade or analyst coverage.
1 day
Reply to every enquiry within one business day
Weekly
A working piece of the program delivered every week
100%
Client ownership of media lists, newsrooms and accounts
Works well with
Technical audits, keyword & intent research, and an editorial engine that ranks and converts.
Explore02Google & Bing search, Performance Max, and shopping with disciplined bid and budget control.
Explore03Full-funnel campaigns across the major platforms, from cold prospecting to warm retargeting.
ExploreSelected work
Client names are withheld; the problem and the outcome are the point.
“We went from having no clear record of what our marketing was doing to a single place where growers, government and our own team can see the whole picture, and the industry now knows who we are.”
Challenge
The council came to us with a website that no longer reflected the industry it represented. Domestic and international marketing were running without a shared plan, and the data behind both sat in scattered files and databases with no single reliable record of activity. Awareness was low enough that many growers did not know the council existed or what it did on their behalf. Public relations was thin, so the council had little presence with media, government and the wider industry.
Solution
We rebranded the council and rebuilt its digital presence from the ground up. We reorganised domestic and international marketing into one planned program and produced 430+ content pieces across 8 channels, with international campaigns aimed at priority export markets. We cleaned up and restructured the underlying data, then built a reporting system where the council and government bodies log in to see all activity related to growers and the current marketing status, so funding and program reporting is evidence-based rather than anecdotal. Alongside that we built a public relations program that keeps the council visible to growers, media, government and export markets.
20.9M+
Combined marketing impressions
9.1M+
Unique people reached on Meta
7.5M
Reached by international campaigns
FAQ
Paid advertising buys guaranteed placement and full control of the message. Public relations earns attention from journalists, editors, analysts and creators who decide on merit, which is slower but carries third party credibility. We run both in one plan so an earned placement lands while your search, social and email channels are ready to catch the interest.
No, and no honest agency does, because editors decide what runs. What we control is the quality of the story, the fit of the pitch, the timing against the news cycle and the assets a newsroom needs to say yes quickly. We report pitches sent, conversations opened and coverage earned, so you can see the pipeline and not only the result.
We track share of voice against named competitors, message pull through, meaning how much of your intended message survives into the published piece, plus referral traffic and conversion paths in GA4, branded search demand in Google Search Console and the quality of inbound enquiries. Impression estimates appear as context only, never as the headline number.
Yes. We start with the verified facts, a holding statement and a single approval chain, then handle media enquiries, staff and member communications and monitoring while the situation moves. Crisis work goes far better when the plan already exists, so we prefer to build the playbook and rehearse it before you need it.
Often. Associations, councils and public sector organisations have to speak to members, boards, media and the public without contradicting themselves. We build message documents, consultation and member communications, briefing notes and bilingual English and French materials, and we publish to WCAG 2.2 AA so the material is accessible.
You do. Every media list, message house, newsroom, press kit, tracking configuration and platform account belongs to the client, including anything set up in your name in Google Ads, Meta Ads Manager, LinkedIn Campaign Manager or GA4, product names current at the time of writing. Nothing is held back if the engagement ends, and nothing sits under an agency login.
We reply to every enquiry within one business day and can usually begin discovery the same week. A first message document and media list take a short cycle of interviews and research. From there you see a working piece of the program every week rather than waiting months for one large reveal. Request a quote to begin.
Let’s connect
Tell us what you’re building. We’ll reply within one business day with next steps and a tailored quote — no obligation.