Are podcasts in your communications strategy?

In January, we were looking forward to presenting to the podcast community in person at the Hot Docs Podcast Festival in Toronto. But, of course, Omicron forced everything to go virtual. During the pandemic, we’ve learned to be nimble and flexible, so we delivered a presentation online and enjoyed showcasing some of our latest work to potential clients and podcast creators. We showed examples of how podcasts can play an important role in communications strategies for organizations.

Over the past two years, like many media companies, we are deepening our work in diversity, equity, and inclusion. We have helped clients tell these stories, highlighting successes and key challenges. For Heritage Canada, we published an eight-page supplement both in print and online. “Canadian Multiculturalism: A Work in Progress,” marked fifty years of multiculturalism policy in Canada. We told key stories in English and French that reflect the ongoing journey and the work that continues in anti-racism, diversity, and inclusion. The feature reflected critically on systemic racism that still exists and examined multiculturalism through a 2021 lens.

The pandemic delayed, canceled, or changed many brand promotion strategies. The launch of the YMCA of Greater Toronto Area’s masterbrand campaign was one of these. They came to The Walrus Lab in early 2020 looking for us to produce an in-person event that spring to launch their new initiative, “Shine On," a campaign about improving equity and accessibility in at-risk communities. When COVID-19 hit in March 2020, shutting everything down, it was not the time to put on an in-person event, nor was it an appropriate time to launch a promotional campaign. Flash forward to November 2021, and the time was right for us to produce a virtual panel, launching Shine On with plenty of star power.

Each year, our biggest project is the Amazon First Novel Award (AFNA). We’ve just wrapped up our submissions process for the AFNA novels and youth short stories and look forward to announcing our shortlist in early May. This year, we will be back in person for the award ceremony on June 1 in Toronto. Our 2022 judging panel is made up of Casey Plett, Suzette Mayr, Joshua Whitehead, and David A. Robertson. The goal of the AFNA is to launch a Canadian writer’s career: last year’s AFNA winner was Michelle Good for Five Little Indians, and she has since earned a TV deal, along with numerous other awards.

Stay tuned for more announcements about this year’s AFNA event.