Media Relations
Media Relations & Press Management
Shape your story before someone else shapes it for you.
A journalist covering your story carries a credibility that paid promotion never reaches.
Reporters will cover your project whether you take part or not. Media relations puts your side of the story in front of the people writing it, on the deadline they are working to.
Good media relations builds working relationships with the journalists who cover infrastructure and the public sector. When the news breaks, your spokesperson is ready and the facts come from you.
What strong media relations earns you
Positive positioning
Shape how your projects and your organization are seen by the public.
Third-party credibility
A journalist validating your work reaches audiences that paid promotion cannot.
An industry voice
A regular media presence puts your leaders in the room as trusted experts.
Stakeholder confidence
Positive coverage reassures partners and the communities you work in.
Competitive position
Organizations with a steady media presence win more public support.
Crisis readiness
Relationships built in good times hold up when a story turns difficult.
A full media relations program
The strategy, the relationships and the materials that turn a project into coverage.
Media strategy & planning
The outlets and reporters worth knowing, and the plan to reach them.
Press releases & distribution
Releases for milestones and announcements, written to earn coverage and sent to the right desks.
Pitch development & outreach
Story angles a reporter wants to pursue, taken to the people who cover your sector.
Media event coordination
Press conferences and site tours that generate coverage and build relationships.
Thought leadership & positioning
Commentary and op-ed placement that put your experts on the record.
Media inquiry management
Field incoming requests and get your spokesperson ready before deadline.
Media training
Prepare your people to handle interviews with confidence. See media training →
Executive media coaching
One-on-one preparation for leaders facing regular media exposure.
Media monitoring & analysis
Track coverage and sentiment across the outlets that matter to you. Media monitoring →
reVerb clients and projects in the headlines
Coverage we have helped shape for infrastructure and transit across the Edmonton region.
Edmonton judge denies effort to save Cloverdale Footbridge
Read coverage →
Learning while you wait for the LRT in Edmonton
Read coverage →
Valley Line LRT safety message: if you see tracks, expect a train
Read coverage →
LRT to west Edmonton should not be derailed, some councillors say
Read coverage →We have been on the other side of the interview
Led by a newsroom
Our media practice is led by Glenn Kubish, a former news director at CTV Edmonton. We know how a newsroom decides what runs, because we have run one.
Both sides of the story
Glenn spent 25 years as a reporter and editor, then led media and communications work at ATB Financial and the City of Edmonton.
Alberta infrastructure in the headlines
We have managed media and coverage on LRT and major infrastructure across the Edmonton region.
An extension of your team
We add media capacity during the announcements and hearings when reporters start calling, then step back.
Media relations across sectors
Infrastructure & construction
Coverage for project milestones and a steady voice through construction disruption.
Learn more →Municipal governments
Council announcements, resident updates and media support for project owners.
Learn more →Transit agencies
Public information and earned coverage through planning, construction and opening.
Industry associations & non-profits
Expert commentary and a coordinated media presence around shared interests.
Learn more →Provincial & federal agencies
Public-facing announcements and media coordination on policy and programs.
Energy & resource sector
Media relations and public understanding through regulatory and community attention.
Learn more →When to build media relationships
Build the coverage and the relationships before you need them.
During planning
Shape the first story before opposition organizes.
At major milestones
Turn good news into coverage while you have it.
Before regulatory processes
Build public understanding ahead of approvals and hearings.
During leadership transitions
Introduce new leaders and signal stability.
When launching initiatives
Create awareness for a new program or project.
Throughout delivery
Stay in the news for reasons other than problems.
Need media capacity on call?
Our month-to-month communications packages put media support behind you for inquiries and the stretches when coverage picks up, without long-term commitments.
Media relations questions we hear
How is media relations different from media training?
Media relations manages the relationship with journalists and the flow of information to them. Media training prepares your people to perform once they are in the interview. We offer both, and they work well together.
Do you write and distribute press releases?
Yes. We write releases for milestones and announcements, and send them to the outlets that cover your sector. We also track the coverage that follows.
Can you handle media inquiries for us?
Yes. We field incoming requests and get your spokesperson ready so reporters get answers on deadline, with your messaging held consistent.
What happens when coverage turns negative?
We move quickly with a holding statement and a prepared spokesperson, so the story stays grounded in fact while you decide your next step.
Do you have relationships with Alberta media?
Our team includes a former Edmonton news director and people who have worked in and around newsrooms across the province.
Be ready when the media calls
Whether you need a full media relations program, a press release out the door or a spokesperson prepared for an interview, tell us what you are facing.
