What makes a brilliant PR campaign? Relationships with the press? Yes. A comprehensive media list? Of course. But Heth PR goes beyond that. Behind every contact, every relationship, every tactic, we provide something more. We like to think of it as our special sauce, and it's called creative strategy. What we offer is a hard look at what will make your brand a success and a plan to get you and keep you there. So that not in three months, not in a year, but in three years, five years, even ten years from now, you're more successful than ever.
Let's face it, anyone can write a press release, create a guest list, draft an individualized pitch. We like to take things further. Our team has an incredibly diverse skill set: we're photographers, writers, designers and online influencers, which is why results like ours come from a deeper place, where connections between the public and brands are forged. That innate understanding of what a brand is and how to connect people to it, that's real PR.
We know these are bold statements to be making. But think about it. If we can get people talking just by writing a simple mission statement, imagine what we can do for your brand.
In partnership with our sister digital agency, FLDWRK, we offer seamless integration between public relations and social media engagement, also known as the future of smart, wholly integrated PR.
Through our unique alignment between branding and identity organizations, creative designers, photographers and eastern public relations agencies, we're able to offer a 360 degree approach to your campaigns whether, local, regional or national.
SENIOR MEDIA CONSULTANT
As the founder and director of HethPR, Shannon has over 10 years of experience in public relations, marketing and copywriting. Prior to opening her own agency in 2008, Shannon handled public relations in-house for Feenie’s and Lumiere, and acted as Director of Communications for Gastown’s historic Dominion Hotel. From 2007 to 2008, Shannon lived and worked in New York, where she handled public relations for some of the city’s largest galleries, art dealers and foundations.
Beyond the responsibilities of managing a successful PR firm, Shannon also contributes regularly to lifestyle and luxury magazines giving her key insight into the editorial world. With an extensive list of press contacts and an eye for design, Shannon has a keen sense of what makes a great story, and knows what it takes to have that story told.
Brendan is a media relations expert, having spent time on both sides of the story–he started his communications career as a video journalist and a producer. Drawing on his background in broadcast journalism, he is accustomed to delivering tremendous earned media results for clients across business, lifestyle, and general news outlets. With exceptional media contacts across Canada, Brendan works predominately in the consumer space, and has driven media and blogger relations for leading lifestyle brands such as Bombay Sapphire and Tourism British Columbia.
A Vancouver Film School graduate, Nicola worked as an animator and animation director on TV shows for PBS Kids, YTV and Hasbro’s The Hub. After 10 years in the industry, Nicola returned to school to study graphic design, writing and editing at Langara College. She graduated with distinction and a Diploma in Publishing, which landed her a coveted internship with Vancouver Magazine. There she focused on writing about her passions: food, restaurants, and the local animation industry. At Heth PR Nicola melds visual and written communication with her love for Vancouver’s dining culture.
After graduating from the Vancouver College of Art and Design with a diploma in Marketing and Merchandising for Fashion, Kristine landed the coveted position of publicist for the first ever Fashions Night Out Vancouver, 2012. With eleven years in the hospitality industry under her belt and a range of experience doing freelance PR and fashion styling, Kristine brings the perfect fusion of fashion, beauty, food, and wine knowledge to the Heth PR team.
Michelle has a diverse professional background having worked in the design industry, wine sales, and the restaurant industry for over eight years. After completing her B.A. in Political Science she ventured into public relations, a field that allows her to combine her three passions: design, wine and food. Michelle is an avid traveler who loves exploring new and exotic destinations. During her free time you’ll find her biking, reading novels and exploring new wines and restaurants.
Vancouver Art Gallery
BC Wine Institute
Contemporary Art Gallery
mcfarlane green biggar architecture + design
Opus Hotel Vancouver
The Cheaper Show
As the agency of record for the Vancouver International Wine Festival since 2010, HethPR has facilitated over 500 stories across print, television, radio and online outlets for one of North America’s largest wine festivals. These achievements are a direct result of a targeted approach that increased the level and quality of media previews, facilitated more accessible media accreditation and saw strategic assignments of press at winery events.
Eager to broaden their client focus, OMEGA engaged Heth PR to assist with a holiday shopping event that would see Vancouver’s A-list in attendance while keeping a focus on festive fun. Using our connections with the city’s top wine experts and chocolatiers Heth PR coordinated for a sommelier led event, while BETA5 brought their signature chocolates. Shoppers experienced the unique opportunity to try on luxury watches as they sipped on expertly chosen wine pairings.
HethPR was engaged to assist the Interior Design Show West with growing the media exposure for the design show, the largest of its kind in Western Canada. The objective was to both educate and inform the media about the show in new ways that would see both traditional and digital press more involved from an early stage.
Utilizing strategic tactics such as a summer media preview party in the Union Wood Co lot, first looks at a bespoke laneway home and invitations to an exclusive media kick off party on the show floor, Heth PR secured coverage across print, TV and digital mediums, including morning spots on CTV and Global BC, features in the Vancouver Sun, Georgia Straight, Huffington Post, Globe and Mail, and an on-air live show with Breakfast Television.
We knew Homer St Café and Bar was going to be exceptional and we wanted the media to be just as excited as we were. So what did we do? We involved them in the construction process and six weeks prior to opening day designer Craig Stanghetta walked a select group of media through the design of the room, while chefs Marc-André Choquette and Tret Jordan provided small preview bites from the menu. By the time the restaurant opened its doors several of the city’s top media were eager to visit to see the finished space and final menu. Wide spread local and national coverage included Vancouver Magazine, The Georgia Straight, CTV, The Vancouver Sun, The Globe & Mail, NUVO magazine, Vitamin Daily, and Eater.com
As the social media representatives for iconic Thai restaurant Maenam, Heth PR employed a strategic mix of keyword monitoring, conversation initiation and high-engagement post scheduling to significantly enhance online presence and brand awareness. In a mere three months, Heth PR increased Maenam’s Facebook followers by 8%, their Twitter followers by 10%, established an active Instagram feed with over 200 followers and increased engagement across platforms by over 80%. In that time, Maenam interacted with over 2,000 unique users and garnered over one million online impressions.
Ethical Bean was one of our earliest clients and we still remember the thrill of creating our first ever creative campaign strategy to roll out their free-standing carbon neutral cafe on the Commercial Drive skytrain platform. The launch was timed with Earth Day and designed to get people talking about what it means to be carbon neutral, something the company prides itself on, in addition to its tremendous support of the coffee community both here and abroad.
To announce the launch of the cafe we decided to send media their own carbon cutters by way of a baby fir tree planted in one of the company’s compostable coffee cups. With the tree came well executed and on-brand instructions for planting directly into the soil; since the cup was compostable it acted as a planter, while simultaneously showing off the brand’s commitment to sustainable products good for the earth. The craziest part of this campaign? It contained not a drop of coffee. Instead it delivered was stronger than that: a message. The campaign was so well received that CTV put the launch of the carbon neutral cafe at the top of their Earth Day evening news broadcast. Several other media planted their trees and still have them in their gardens to this day.
To secure short-lead media coverage and increase awareness for Ravenswood Besieged, Narrative PR recommended a tie-in to Halloween for the macabre bottle.
Creating awareness through trial, Heth PR provided 15 key lifestyle and wine media with a bottle of Besieged in the fall of 2014, along with a carefully crafted spooky story about the wine used to create a hook for Halloween-themed wine and drink columns and on-air opportunities. This story was expanded upon into larger sponsored blog posts and advertorial placements which were written by Heth PR and paid for as part of an online campaign in both Vancouver and Calgary. Additionally, Heth PR assisted with coordinating a one-on-one tasting for winemaker Joel Peterson with top tier Western Canadian outlet Western Living.
Heth PR worked with Narrative PR to create a compelling story delving into the iconography of the ravens on the bottle and the story behind the naming of the wine. Knowing that wine media are always looking for round-ups and themed reviews, we felt a strong Halloween story would resonate with the West’s top wine critics.
Results were tremendous. The integrated approach between PR and social media engagement garnered 15 media stories with millions of media impressions across outlets in Victoria, Vancouver and Calgary.
Heth PR began working with the Loden Hotel in January of 2012. Tasked with refreshing the brand with the media and by extension, the public, Heth PR created a year-long campaign plan that would see more creative packages, a press trip to key markets of Toronto and New York, more consistent social placements for the hotel’s marketing director, and a refresh to the brand’s media tactics. Our strategic messaging: this is a local hotel, owned by a second generation Vancouver family. When you want an authentic Vancouver experience, you stay here. Smart, on brand packages that evolved around yoga and fitness evolved in year two into creating a wellness sanctuary within the hotel, a unique offering that was so well received it was written up by several media outlets including Hemisphere’s Magazine (America’s most widely read inflight). Effective creative thinking combined with participation in travel media conferences, campaigning for Conde Nast Traveler Top 100 and and creative charitable initiatives with the BCSPCA and the Dr. Peter Centre, has placed the Loden among the city’s top hotels with and tens of millions of media impressions from earned placements.
When Pidgin restaurant came to us in mid 2013 it wasn’t because they needed the attention. As the restaurant at the centre of the gentrification debate in Vancouver’s downtown eastside it was already getting plenty of exposure. What Pidgin needed from us was a plan to change the conversation, steering away from controversy and towards its original mission: to become one of the city’s top restaurants.
To achieve this, we took a decidedly strategic approach, leaving restaurant management to continue the gentrification debate while we owned the task of bringing the food and beverage media on-side. A thoughtful plan for media engagement, dedicated in-restaurant hosting and chef profile building took place that summer. By the fall Pidgin was listed as a nominee for enRoute Magazine’s top Canadian restaurants issue. We fanned the excitement by developing a one-night only event to celebrate all of the Vancouver enRoute nominees called Cook the Vote. Each restaurant presented one-bite winning dishes that guests could vote on live during the event, a tactic that caught the attention of enRoute editor Ilana Weitzman, earning Pidgin mention in her Top Ten Restaurant’s issue editor’s letter. Pidgin landed spot no.5 on the 2013 enRoute list, the highest ranking of any restaurant in Western Canada. This accolade was used to lure Grant Van Gameron of no.1 ranked Bar Isabel to Vancouver for an enRoute east vs. west dinner sponsored by Visa Infinite in the spring of 2014. By that summer we were shooting with chef Makoto Ono for the cover of BC Living magazine and today, Pidgin enjoys its place as one of the highest ranking restaurants in Vancouver.