ChangeMakers

In February 2026, two AI companies faced the same decision. One said no, one said yes. The outcome was one of the most significant reputation rupture events in recent memory — and it played out in real time, in public, over a single weekend. What happened wasn't a surprise to anyone tracking the right signals. Reputation rarely collapses without warning. The warning signs are usually there. They appear in complaint patterns, employee sentiment, gaps between what an organization promises and what its audiences actually experience. What's missing, in most cases, is a way to see them before they compound. Our latest piece explores how trust is built, how it breaks, and what organizations can do to track the pressure before it reaches a tipping point. Read the full article here: https://lnkd.in/eeyV6dJ9

Food has always been personal. But right now, it's also political, economic, and deeply scrutinized. Kyla Best, our VP of Agribusiness and International Trade, has been tracking this shift for the past 18 months. Recent conversations at Farm & Food Care Ontario, Canadian Produce Marketing Association (CPMA),SIAL Canada, and Bakery Showcase have only brought it into sharper focus. Her takeaway: when external conditions are this unpredictable, communication becomes one of the most powerful levers an organization has. Not just to protect consumer confidence, but to actively build it. Read the full piece: https://lnkd.in/emwWG8bi

Mondaq's In-House Counsel Celebration in Chicago brought together an impressive group of leaders from across the legal community, and ChangeMakers was proud to sponsor the welcome reception. As reputation and crisis advisors, we frequently work alongside in-house legal teams during high-stakes moments that require sound judgment and close collaboration. Supporting organizations as they navigate complex and critical situations is at the core of what we do. Congratulations to this year’s award winners, and thank you to Mondaq for hosting a great evening of connection and celebration, accompanied by our leaders, Robert Gemmill, Megan Gabriel Jorge Ortega, and Veronica Van Loon, MS, PMP, Prosci.

Canada has a troubling habit of building world-class talent, and watching it leave. As Toronto Tech Week approaches, ChangeMakers' David Troya-Alvarez Director of Technology and Consumer Communications, makes the case for why 2026 needs to be the year Canadian tech stops building to sell, and starts building to stay. Read his take on why strategic communications is central to protecting sovereign innovation on our website: https://lnkd.in/e9qtP2WK

We're proud to celebrate ChangeMakers leaders Natasha McKenzie and Jordan Carrier for their contributions at the 2026 Public Interest Communications Summer Institute co-hosted by the Arizona State University and the University of Florida. Through their session, “Responsible Storytelling, Relationship, and Belonging in Indigenous Communications,” Natasha and Jordan shared powerful reflections and practical approaches to narrative sovereignty, accountability, and relational storytelling. Their conversation invited participants to consider how communications can foster connection, belonging, and trust — without reinforcing division or othering. This work reflects the heart of what we believe at ChangeMakers and Castlemain: that meaningful communication is rooted in relationship, responsibility, and community. We are deeply grateful for the leadership Natasha and Jordan continue to bring to the field and to the important conversations shaping public interest communications today. Thank you to the organizers of the Public Interest Communications Summer Institute for creating space for these critical conversations and for bringing together leaders committed to more ethical, inclusive, and impactful communications practice.

Strong reputation is a business advantage. At this year's CPRS National Conference (May 25–26, St. Andrews, New Brunswick), we're showcasing the latest evolution of RepScore™, our proprietary platform that helps organizations understand, track, and act on their corporate reputation. Powered by AI and led by senior advisors, ChangeMakers RepScore gives you a clear, customized score to measure brand effectiveness, predict risk, and manage long-term strategy. Find us at our booth to learn more about how RepScore can help your business. Not attending? Head to our website to learn more and book a demo: https://lnkd.in/eGtTArPe

This week in Chicago, ChangeMakers hosted a thoughtful discussion: “In the room where it happens: Partnering with legal on high-stakes decisions". Joined by a group of senior communications leaders, we explored: - How communications and legal teams can build stronger, more productive relationships - Common points of tension, and where alignment matters most - The tools, systems, and decision-making frameworks that support stronger crisis management and reputational protection - How the relationship between legal and communications has evolved in today’s increasingly complex stakeholder environment One theme was clear throughout the conversation: the strongest organizations don’t treat legal and communications as separate functions operating in parallel; they operate as strategic partners, especially when the stakes are highest. Our leaders Megan Gabriel, Jorge Ortega, Robert Gemmill, and Veronica Van Loon, MS, PMP, Prosci were grateful to connect and continue to convene this community through the CCO Collective, ChangeMakers’ network for senior in-house communications leaders across sectors. For those leading communications or working closely with legal teams: What’s been the biggest challenge. or biggest breakthrough, in building alignment between legal and communications at your organization?

What happens when AI makes a mistake, and your organization has to answer for it? Our President of Class Action Advisory Kim Blanchette, MCPRS, APR, Chart.PR, Fellow CPRS opened her session at the P World Crisis Communications Bootcamp in Toronto with a disclosure: she uses AI in her work. The reaction was split. Some people said it increased their trust, while others said it made them skeptical immediately. That tension is exactly the problem most organizations aren't prepared for. AI incidents are following the same pattern as early cyber crises: blame the tool, downplay the impact, avoid accountability. But the principles of good crisis communications haven't changed. Own it. Acknowledge it. Fix it. In her latest piece, Kim maps out a framework for navigating AI-related crises and the five questions every executive should be able to answer before the machines make a mistake. Read the full article on our website: https://lnkd.in/eznXFc55

Managing an online presence used to feel optional. It doesn't anymore. How individuals show up, whether online, in their communities, or in interviews, shapes how the organizations they're part of are perceived — the two are inseparable. We see this in boardrooms, in entertainment, and increasingly, in professional sport. We recently worked with the athletes of Halifax Tides FC on exactly this, leading a workshop designed to help players build their personal brands with intention: clarifying their values, shaping their message, and showing up consistently in a way that's true to who they are. Women's professional sport is one of the fastest-growing engagement categories right now, and the athletes driving that growth are the ones who've learned to tell their own story in a way that is authentic and engaging. The same is true in any industry. Whatever niche or industry you're in, there are four key things your audience is looking for. Do you know what they are? Swipe through this carousel to learn more.

We’re thrilled to share ChangeMakers has been recognized as one of the top agencies in Canada and named a finalist for Canadian Agency of the Year at the SABRE North America Awards, hosted by PRovoke Media! Our leadership team had the pleasure of attending the awards ceremony in New York City earlier this month, alongside the world’s leading communications experts and premier agencies. From innovation to creativity, this event highlighted the influence and momentum driving the industry forward. The work showcased by our peers and partners encompassed meaningful, purpose-driven campaigns delivering significant impact for brands, organizations and communities alike. Thank you to our clients, partners and team members who continue to help shape what ChangeMakers achieves on a global scale—and we’re just getting started.