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Crisis plans built to survive an attack are leaving value on the table. Ours are built to use one.

The full breakdown of the aikido approach, including the Liquid Death case, is at the link in bio.

#REP #reputationmatters #Toronto #PRfromtheinside #Aikido by @reputation.matters

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2 days ago

While everyone obsesses over the next campaign, the real PR moves this week were quietly foundational.

A 17-year-old built Canada’s first Muslim tech conference from scratch. A coalition of organizations made Eid accessible for neurodivergent families. A mayor put her name on the facts when misinformation spread fast.

And Arsenal reminded us that no trophy is big enough to outrun an unethical decision.

The wins this week weren’t viral stunts. They were consistency, community, and showing up. The kind of PR that compounds over time.

The loss? Forgetting that trust, and values alignment aren’t optional extras. They’re the whole job.

@theummahcon @khalidmosque @thedigitalsisterhood @hanalegacyfoundation @smileforsache @mwcanadaorg @arsenal @smilecanada

#REP #reputationmatters #Toronto #WhoWonLossPR #PRThisWeek by @reputation.matters

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2 months ago

Nous sommes ravis d'accueillir Zaineb Karkachi chez rep. comme notre nouvelle coordinatrice des médias sociaux.
Zaineb se joint à nous de l'Université Concordia où elle étudie le journalisme et les sciences politiques, avec un diplôme en arts médiatiques interactifs. Elle apporte un instinct visuel aiguisé, des capacités bilingues, et une compréhension claire de comment les histoires se déplacent au-delà des médias traditionnels vers les fils d'actualité qui façonnent la conversation publique.

Elle créera du contenu qui traduit le travail de plaidoyer complexe en récits sociaux convaincants, gérera des campagnes sur plusieurs plateformes, et bâtira l'infrastructure numérique qui amplifie les voix sous-représentées dans les médias canadiens.

Chez rep., nous construisons des systèmes pour les communautés confrontées à l'exclusion systématique. Le travail de Zaineb transforme les placements médiatiques en moments marquants, positionne les histoires de nos clients là où l'attention se trouve, et s'assure que le travail que nous faisons rejoint les personnes qui doivent le voir.
Si vous travaillez sur une campagne qui doit percer, contactez Zaineb.

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We're excited to welcome Zaineb Karkachi to rep. as our new Social Media Coordinator.
Zaineb joins us from Concordia University where she's studying journalism and political science, with a diploma in Interactive Media Arts. She brings sharp visual instincts, bilingual capabilities, and a clear understanding of how stories move beyond traditional media into the feeds that shape public conversation.

She'll be creating content that translates complex advocacy work into compelling social narratives, managing campaigns across platforms, and building the digital infrastructure that amplifies underrepresented voices in Canadian media.
At rep., we're building systems for communities facing systematic exclusion. Zaineb's work turns media placements into moments, positions client stories where attention lives, and makes sure the work we do reaches the people who need to see it.

If you're working on a campaign that needs to break through, reach out to Zaineb. by @reputation.matters

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4 months ago

Media coverage of Ramadan & Eid can't keep being photo-ops for politicians.

Impactful stories are happening in your community across Canada this Ramadan—we want to help you tell them.

We're Looking For:
Community, mosque and interfaith initiatives, celebrations of Muslim culture, Muslim-owned businesses and charitable giving in action.

And the personal stories like first Ramadan experiences, family traditions, and how people are navigating it all with tragedy and injustice at home and abroad.

What We Will Do:
We help you find a newsworthy angle, pitch your stories to Canadian media (mainstream & alternative)– all with the aim of showing Canadians what Ramadan really is.

Drop a DM to get in touch or email: hello@rep.company by @reputation.matters

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6 months ago

Come on y'all, we're still hiring: Social Media Coordinator

Know how to make boring tech startups interesting? Make law firms human? Make sustainability sexy? Make advocacy impossible to ignore? Know the difference between engagement bait and actual engagement? We should talk.

Mainly looking for third-year (or higher) undergraduate student enrolled in a Canadian university/college co-op program, looking for a full-time, 16-month paid placement from January 2026 to April 30, 2027.

Hybrid (Toronto).
To apply, send your portfolio to: hello@rep.company by @reputation.matters

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6 months ago

Are you a third-year (or higher) undergraduate student enrolled in a Canadian university co-op program, looking for a full-time, 16-month paid placement from January 2026 to April 30, 2027?

rep. agency is hiring for two positions: PR Coordinator and Social Media Coordinator.

rep. agency engineers cultural moments that challenge who gets access to world-class communications. We combine traditional media relations with proprietary AI systems to amplify underrepresented voices. You’ll work directly with Canada’s major newsrooms and leading alternative media platforms, gaining hands-on experience that shapes coverage for communities and causes that define 2026.

Eligibility (both roles):

Currently a 3rd-year or higher undergraduate student
Enrolled in a recognized Canadian university co-op program
Hybrid role with one on-site day per week at our Toronto office

Apply now: Send your resume/portfolio to hello@rep.company and specify which position you’re applying for. by @reputation.matters

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7 months ago

Breaking stories that matter. Building brands that last. Rewriting who gets heard in Canadian media.

This is what happens when strategy meets substance.

2025, only the beginning. #✌🏾 by @reputation.matters

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7 months ago

Urgent before the holiday break begins!

If you are a parent or educator please send this to the principal.

Tell them to book me easily via the new hellohope.ca by @reputation.matters

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8 months ago

Take your grade 9 to work day in Toronto. Can’t believe I have a higher schooler – WHAT IS TIME! by @reputation.matters

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9 months ago

Mohamed did everything right. Six years of preparation. Passed his Canadian medical board exams. Chose Canada over the US because this is home. Ready to help address Ontario's doctor shortage.
Then, five days after his final exams, the province changed the rules. The new criteria? Two years of Ontario high school. It doesn't matter that he's a permanent resident whose family owns a home here. It doesn't matter that he's invested tens of thousands of dollars and years of electives in Canadian medical training and service. None of it counts.
Ontario is telling residents they're not "Ontarian enough" based on where they went to high school—while leaving 100+ residency spots unfilled during a healthcare crisis.
This isn't about protecting jobs. It's arbitrary discrimination that pushes away qualified doctors when we desperately need them. Mohamed could practice in another province or the US tomorrow, but he chose Ontario. Now Ontario is pushing him and many others away.
The timing is particularly cruel. These rule changes were announced with zero transition period for people who spent years preparing under the old system.
Listen to Mohamed explain the real-world impact of this decision. 🎙️

#HealthcareCrisis #OntarioHealthcare #MedicalResidency #CaRMS #DoctorShortage #Immigration #CanadianHealthcare #OnPoli #CanPoli #InternationallyTrainedDoctors by @reputation.matters

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9 months ago

When a Canadian diplomat serving abroad faces racial harassment and her own government refuses to investigate, something is fundamentally broken.
Madina Iltireh had to take Global Affairs Canada to Federal Court just to be heard. The court ruled in her favor. The investigation confirmed workplace discrimination. Yet still—no apology, no accountability.
She's not alone. Over 100 federal employees have come forward with similar stories of racism and discrimination, only to be dismissed, gaslit, and silenced by the very systems meant to protect them.
@blackclassaction is demanding three urgent reforms: independent investigations separate from departments, a resolutions committee with worker representatives, and implementation of Employment Equity Act reforms that recognize Black employees as an employment equity group.
When the people representing Canada abroad can't get protection from discrimination at home, the system isn't just failing—it's actively harming those who serve it.
Real change requires accountability. More news to come.

#WorkplaceDiscrimination #SystemicRacism #GlobalAffairsCanada #AntiBlackRacism #EmploymentEquity #Accountability #CanPoli #FederalPublicService by @reputation.matters

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9 months ago

The moment you realize your kid’s AI friend knows them better than you do 💔

After 1000+ speaking engagements at schools all over the place, I’m seeing something that should terrify every parent: kids are practicing being human... with machines.

Here’s what’s actually happening in classrooms right now ↓

The stats don’t lie - Canadian youth rating their mental health as “poor” has DOUBLED since 2019. But this isn’t about taking away phones or limiting screen time.

It’s about teaching real connection in a world that’s forgotten how.

Three things you can do tonight:

→ Ask “Who made you smile today?” instead of “How was school?”

→ Do something boring together (grocery shopping counts:).

→ Share a real struggle from your day

Because here’s the truth: A like isn’t a hug. A comment isn’t a conversation. And our kids are starving for authentic human connection.

What’s one real conversation you could have with your kid today?

#EmpathyEmergency #ParentingInTheDigitalAge #StudentMentalHealth #RealConnection

Hellohope.ca by @reputation.matters

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a year ago