In the last two years, while we stayed at home and many things stayed still, the world around us changed drastically. Our content consumption habits evolved overnight, and in turn, the media landscape shifted too. While some brands quickly took on the challenge to build a more socially aware presence through authenticity and empathy, many did not.  

At FHR we knew that to serve our clients best moving forward, we needed to find new ways of mapping their communication goals to the important conversations taking place around the world. Our new approach to meeting these needs and those of their audiences was shaped, and Media and Platforms (M+P) was born.  

What is M+P and why is it the right time to change the way communications professionals tell stories?

When we look across the communications landscape, we see that the media ecosystem is becoming increasingly integrated. To not only compete – but to lead and thrive – in telling our client stories, we concluded that we required an integrated approach, as well. We united our media relations, influencer, social and digital experts into one innovative community. We know top journalists, influencers, creators, and platforms, and we harness insights from them all – now collectively – to deliver maximum impact stories for our clients’ audiences across earned, shared, owned, and paid.  

During this dynamic turning point in world history, we have an opportunity to redraw how companies relate to people. We can re-invent how we connect with Canadians in a whole new world, knowing that relationships are at the centre of connecting brands to their audiences.

We have experienced a platform-first landscape, an audience-first landscape, but what the last two years have taught us is that it doesn’t matter who or where you are, it is the story that matters most. That is the future of the marketing and communications industry as we see it and that is the future we want to focus on at FHR.

How does M+P work?

M+P comes to life through four core strengths that power earned-first, large-scale communication campaigns: storytelling, influential voices, platforms, and paid media.

• Stories (editorial): Comprised of former journalists, creatives and copywriters, this team develops the stories and content that bring a brand’s narrative to life for various audiences across several verticals and interests.

• Influential Voices (relationships): We have a team of experts that bring a deep bench of relationships and expertise in working with journalists and influencers, on both an earned and paid basis. They then tell the story alongside the brands’ owned channels and content.  
• Platforms (channels/places): In parallel, our platform experts help ensure our clients are in the right places where people discover content, most often digital platforms and social channels, focusing on how platform algorithms prioritize quality editorial content for their audiences.   
• Paid media (advertising): Finally, our paid experts ensure brand content drives reach, relevance and results. If you’re going to invest in story development, you need to invest in getting that story in front of the right audiences at the right time!

Our M+P leads have seen consistent success through this approach to integrated communications. Bringing these core skills together to create campaigns built around audience behavior and evolving media ecosystems ensures our clients goals are aligned to what matters most to their audiences.  

How can I find out more about M+P and how FHR is changing the way companies tell their stories?

If you’re interested in learning more about M+P, we’d love to set up a one-hour knowledge sharing session with you to talk about the new communications landscape and how we’re helping clients navigate it to tell the most impactful stories possible. Contact us today!