Wayfinder Newsletter – February 2025

A note from Paula – Celebrating 7 Years in Business

There’s a lot of intrigue with the number “7”. For some, it’s “lucky number 7”, while for others, breaking a mirror can bring 7 years of bad luck. We avoid the 7 deadly sins, but in many beliefs, 7 is a symbol of prosperity and mystique. From ancient civilizations to modern superstitions, people hold the number 7 in high regard, with many associating it as a universal sign of good luck.

For the past 7 years, we have certainly had luck on our side, and we have also created our own good luck, through skill, work ethic, humble confidence, collaboration and trust. These attributes have helped grow Worthington PR & Story and Noble Arrow among the most sought-after PR and communications agencies in the city. I couldn’t be more grateful to our team, clients and partners who share our values and trust our work.

Our journey is just beginning. 

With all of the noise in our environments, our team remains steadfast in our vision, which is to create an authentically connected world through stories. In such a hurried and turbulent time, connection has never been more important. We are continuously examining how we can help our clients best communicate, through the media, owned channels, social media, broadcast opportunities, events, engagement sessions and more. Whether it’s good news, bad news, changes or something new to share, we are always ready with an effective solution.

When I get asked about why we have been successful, it always comes back to our team and our clients: we support and celebrate each other unconditionally. 

I also lean into the following principles: 

“How you do one thing is how you do everything.” We take care in presenting our best selves, thinking about the details, providing quality every step of the way.

“What got you here, won’t get you there.” We aren’t static. Staying curious, nimble and working collaboratively has always been part of our DNA, and that won’t ever change.

Charging towards year 8 (my personal lucky number) with energy and positivity. Let’s go!

 

Paula

Seven Ways to Tell Authentic Stories: 

Our vision is to create an authentically connected world through stories. In today’s fast-paced digital world, connection is more important than ever. That’s why our approach to PR and marketing focuses on crafting and sharing stories that resonate, inspire and engage others. Here are seven ways you can share your stories with a larger audience: 

Media Relations:

Effective media relations is about more than securing press coverage; it’s about fostering real relationships with journalists and media outlets. We focus on building trust with the media by offering valuable insights, human interest stories and thought leader content that aligns with both our clients’ brand and the interests of their audience, ultimately reaching a larger audience in an authentic way. 

Social Media:

Social media is the perfect platform for creating two-way communication with your audience. When we manage social channels for our clients, we don’t just use their platforms to broadcast messages; we engage with the community, respond to comments and share stories that are genuine and relatable. 

Events: 

Events are powerful opportunities for storytelling. Whether they’re in-person or virtual, we focus on creating memorable experiences that allow guests to connect with brands in a personal way. From annual conferences to media events and online webinars, choosing the right type of event and doing it well is a perfect way to connect with your audience in a meaningful way. 

Networking: 

Networking isn’t just about collecting business cards—it’s about cultivating genuine relationships with people who share similar values and interests with you. We approach networking as an opportunity to exchange stories, learn from others and collaborate on projects. By building authentic connections, we strengthen our community and open doors for more impactful collaborations.

Thought Leadership:

Being a thought leader isn’t about positioning yourself as an expert—it’s about sharing knowledge, inspiring others and contributing to the conversation in meaningful ways. We help our clients produce content that’s insightful and relevant. 

Website Improvements: 

Your website is the digital face of your brand, and it should tell your story clearly and authentically. It’s important to frequently review the content on your website, improving it to better reflect who you are, what you stand for, and how you can help your audience. This means creating user-friendly experiences, sharing in-depth stories through blog posts or case studies, and incorporating customer testimonials that bring real-world relevance to your brand. 

Influencer Engagement

Influencers have a unique ability to tell authentic stories to their followers, but the key to working with influencers is finding those who genuinely align with your brand. We help our clients to carefully select influencers who are a perfect match. By collaborating on content that feels natural and true to both parties, we help create stories that resonate with audiences and strengthen brands.

 

Meet our new Operations Administrator, Cate Wilkins

We are thrilled to introduce our newest team member, Cate Wilkins! Cate joined our team in January as an Operations Administrator and is supporting the smooth flow of everyday operations of our office. 

About Cate: As someone whose life flex is her ability to wear many hats, Cate brings a wealth of experience to the team in both administration and communications. After earning a BA in Communications from the University of Calgary, Cate worked as a trusted Communication Advisor in the oil and gas sector before making a detour into the world of motherhood. During her time at home, Cate kept her professional skills active by pursuing passion projects in the non-profit sector as a way of giving back to her community. In 2020, she returned to the workforce, and feels fortunate to now call WPRS her home away from home.

In her personal time, Cate enjoys spending time in the Rockies skiing, golfing and hiking with her husband and three kids – one of whom happens to have four legs, a furry tail and a big bark. And if she’s not in the mountains, you can find her indulging in an extra hot vanilla latte at her local Starbucks.

Our 2025 Vision Boards

It’s a years-old tradition at Worthington PR to sit down as a team and establish new goals and aspirations for the year ahead through vision boarding. In January, our entire team took some afternoon time to cut and paste (the old-school way) some visions for the year ahead. Here’s how they turned out: 

Looking Forward

Thank you for supporting our journey and championing us through our growth. We are tremendously grateful for your support.