Frequently Asked Questions

What industries do you serve?

PR Associates is an established expert in communications for the mining, technology and sustainability sectors.

We serve clients in those industries with a long track-record of success.

But we are also experienced media professionals who are used to swimming in many waters.

Our media trainings provide value to any industry, and we use our journalistic research skills to tailor the sessions to any sector you’re in.

Where do trainings take place?

We provide in-person trainings in Toronto, Ottawa, Vancouver, and all across Canada.

Like many people over the course of the pandemic, we have also become experts in teaching through video communications.

Wherever you are, and whatever you need, we’ll be there.

How much does it cost?

Our clients reflect the business community in all shapes and sizes.

We work with the biggest corporations with the biggest budgets, to boutique firms seeking value they can afford.

Talk to us about what your needs are, and we’ll work together on a tailored solution that fits your budget.

Who should take part in media trainings?

CEOs and senior business leaders often see the need for media training, because they are the ones the media calls upon in times of crisis, and they are the ones in the spotlight to secure funding and other opportunities.

That said, these are skills that can benefit anyone on your team.

Clients in the mining industry often see the need to have trainings for the directors of communications and sustainability, should an environmental emergency arise.

Clients in the technology sector often send us their project managers and product experts, so they can learn to effectively communicate the value of their new offerings.

We often train managers, directors, project engineers, corporate spokespeople, community organizers, non-profit leaders, and entire teams of colleagues.

The best time to prepare yourself is before an emergency — or an opportunity — arises.

The more team members you can equip for those situations, the better.

What does the training consist of?

Our media training workshops are interactive and based on real-world scenarios.

We will run mock interviews, record them on tape, and give you actionable advice.

We’ll also share our own stories from the field, and case studies from across the industry.

Our workshops vary greatly depending on the needs of the client, but they are always specifically tailored, and always up-to-date and relevant.

What makes your instructors stand out?

The experience and skills of our media training instructors — Robert Simpson and Carla Bosacki — speak for themselves.

But what you can’t see just from their résumés is their commitment to serving their clients, and how much they care for the people they train.

Simply put: our trainers do more, because they care more.

If you’re looking for a pep talk in the hour before you go on air …

If you’re looking for a last-minute refresher from the workshop you attended a month ago …

If you’re looking for instructors who won’t just go the extra mile, but will go the extra 10 …

Then you should probably meet Robert and Carla yourself.

Solutions for Every Situation

PR Associates provides flexible options to fit the unique needs of any company or business leader.

If you need an intensive, all-day bootcamp to prepare your team — we do that.

If you need one-on-one support as the hours count down to the big interview — we do that too.

In-person or remote, for an individual or a full room, our media training packages are made to match any situation.

One-Hour Training

Get expert help to prepare for that big interview that’s just days or hours away.

Our experienced trainers will research the journalist who will be interviewing you, as well as the publication and audience you’re speaking to.

We’ll conduct a mock interview, hone your key messages, provide actionable tips, and conduct a record-and-playback run-through to make sure nothing is missed.

Half-Day Training

An in-depth workshop for a small group of participants.

Get peace of mind from knowing your senior leaders or mid-tier managers are prepared for crisis communications or positive publicity.

Our trainers will design a half-day training based on the needs of your business and industry, and make sure your team has the necessary level of knowledge and comfort.

Full-Day Training

Lend us your team’s ears, and we’ll leave them ready for anything.

We deliver an interactive workshop for up to 15 participants, covering everything from the fundamentals to hard-won lessons from the frontlines.

Includes on-camera rehearsals with expert critiques, to prepare for both emergency handling and proactive opportunities.

  Training includes:

  • Understanding media, past to present – traditional, online, and citizen journalism.
  • Who are media?
  • Understanding the changing media landscape.
  • Why work with the media? What is media relations? What’s the value?
  • Understanding what makes ‘news’
  • Knowing your audience
  • Learning how to work with the media—what journalists need to develop a story
  • Defining, refining, and delivering your organization’s key messages with clarity and control
  • Addressing tough questions
  • How to prepare for an interview
  • Illustrating your story
  • Providing interview “do’s and don’ts”
  • Assuming the role of a spokesperson with confidence
  • Case studies
  • One-on-one recorded interviews

What People Say About Us

PR Associates offer the training to face the media with confidence. They ensure you get the coverage you want when you’re looking for attention and that you know what to say and how to say it when you’re not.

Kevin McArthur, President & CEO, Goldcorp

Thanks so much for all your help. PR Associates is the MOST professional firm I have ever dealt with, bar none.

Virginia Galt, Journalist, Globe and Mail

I just wanted to thank you for the killer media training session you led yesterday!  I have been involved in several corporate media training sessions over my career, and this was by far the best one I have ever seen.

Allison Muller, Chief Marketing Officer, ACTO

Robert is by far one of the most knowledgeable and experienced media trainers I have ever worked with. The executive media training and media training workshops are exceptional.
Scott Powell, Director of Corporate Communication, Manitoba Hydro

Our Trainers

Robert Simpson

Robert Simpson

President & CEO

Robert Simpson is a teacher, journalist and media trainer. Robert has been providing media training to senior executives, corporate, government and not-for–profit spokespeople for the past 25 years. More than 2500 CEOs, CFOs, COOs, lawyers, engineers, athletes, politicians and corporate media spokespeople have benefited from Robert’s customized media training sessions.

Robert has a Bachelor of Education Degree (B.Ed.) and a master’s degree of Journalism (MJ). He is a former journalist who has worked in regional and national news; in regional print news; and as an online contributor.

Robert draws upon thousands of news media, training, public relations, and crisis communications experiences to give you the best advice available. His approach to media training is unique. Unlike most trainers, he does not use scare tactics or the angry journalist approach to frighten media spokespeople into submission or to fear the media. Rather the media training is more practical and representative of today’s 24-7 media landscape.  Robert teaches compelling storytelling though improved listening skills, interview preparedness and spokesperson presentation skills resulting in confident and interesting media spokespeople.

Carla Bosacki

Carla Bosacki

Account Director

I thought public relations was my first calling, that is what l went to University for, then as so often happens life takes over, and the path before you changes.

That path took me on an incredible career in television. I started my career in Toronto as host/reporter for “Toronto Living”, after a few years transitioned into news. I joined CTV in Winnipeg, shortly thereafter it was off to Halifax, Calgary and back to Toronto. During this time, l interviewed stars on the Red Carpet at the Toronto International Film Festival, covered hurricanes in Halifax, and hailstorms in Calgary.

In all twenty plus years, all experience and knowledge l know bring to media training. In studio or live on location, what l know is that anything can happen, so you need to be prepared, confident, stay calm, and just roll with it.

In work and life, l remain happily optimistic, bringing my energy, passion and personality.

Connecting people. Creating events. Celebrating results. Experienced leader, with a passion for helping others succeed.