About Us

Established in March 2007, Instigator Communications Inc. is a PR agency experienced in communication strategy and planning, media, influencer and blogger relations, social media, strategic partnerships, and event planning.

What separates Instigator from the pack is our research-driven journalistic approach, our deep commitment to our clients and our drive and enthusiasm for learning. We genuinely and passionately believe in what we do, and that belief translates directly to our clients’ success.

We’re also great listeners and have a knack for understanding the unique nuances of each of our clients’ business. That understanding stems from our motivation to immerse ourselves completely – whatever that may entail.

Our clients aren’t merely an account to be juggled, or a line-item on a roster, they are our partners. We work hard to gain – and maintain – our clients’ trust, and know it should never be taken for granted.

How an Instigator story grows

Survey the land

Survey the land

It starts with research. We survey the media and social media landscape, evaluate the competition, identify key media and influencers, and monitor the conversation of your target audience to gain insights and determine the best environments to grow your story.

Identify the seed

Identify the seed

Informed by our findings, we hone in on the seed or ‘heart of your story’ and develop a compelling communication strategy to break through and connect with your target markets. We recognize a successful communications strategy should allow for a range of approaches without diluting the core messaging.

Identify the seed

Seed your story

At Instigator we don’t blindly scatter your story with generic and “fill in the blank” press releases or one-sided social media content. We pinpoint the right approach for your story and where that story should land. We research what target media, influencers and consumers are writing, talking, tweeting and blogging about.  We monitor their output daily – constantly mining for moments of connection and opportunities to respond to their needs. Armed with that insight, we are able to craft relevant, timely content that gets read and most importantly – gets shared.

Identify the seed

Nurture

Through outreach and conversations with media, influencers and your existing client base, we discover the most compelling aspects of your brand story, unearth objections and praise, and gain invaluable insight while seeking out opportunities to build trust. Based on the collected knowledge, we can adapt, re-focus, and re-seed. During the process we look for new places to share your story and unexpected, influential people to connect with your brand.  We believe a strong communications strategy should not only nurture existing markets, but also broaden their scope.

Cultivate

Cultivate

We foster our strong relationships with media and influencers through quality pitches, persistent follow up and unique events and experiences. Our existing media contacts trust us, and consistently expand our reach among their peers, sharing our clients’ stories and driving media awareness. We spur on conversations with and within target markets through engaging social media content, pointed messaging and meaningful daily interaction.  Relationships are key and we recognize they need to be cultivated in order to retain their strength and remain impactful.

Instigating for Munchkin Baby!

We’ve turned our brand crush on MunchkinBaby into a new client relationship. Munchkin Baby creates smart, colourful and playful products that make life easier for today's parents. Founded in 1991 in Los Angeles, Munchkin has always placed great emphasis on innovation,...

read more