In an interview with CanadianSME Small Business Magazine, Andrea Anders, Founder & Principal of Andrea Anders Inc., discussed her transition from working with global giants like Emirates Airline and Procter & Gamble to launching her own PR agency. Motivated by the need for strategic, creative thinking in public relations, Andrea applied her extensive experience to create a business that emphasizes measurable, impactful client service. Her approach integrates traditional PR strategies with modern techniques to navigate the complexities of today’s media landscape effectively. Andrea’s firm is committed to transparency and results, offering a fresh yet experienced perspective to the ever-evolving field of public relations. This holistic approach ensures that her clients not only survive but thrive in the competitive digital age.
Andrea Anders is an award-winning communicator who has spent two decades building brands and solving public relations challenges across industries for high profile clients like Emirates Airline and Procter & Gamble.
She’s a strategic thinker who has launched startup category disrupters with impact, built countless CEO profiles, managed high stakes crises for brands like Pampers and Tide and led effective integrated communications re-launches for clients like Genesis Motors Canada.
Andrea is a public relations powerhouse known for her candour, efficiency, quick wit, contact list, understanding of the luxury market and the high standards she applies to life in general.
In addition to leading Andrea Anders Inc., she is an Art Gallery of Ontario Curators’ Circle member, a Canadian Foundation for AIDS Research, Bloor Street Entertains and Can You Do Lunch? committee member, a Can You Do Lunch? 2024 co-chair, a SickKids Innovator, a mentor with both GEM and The Forum, and a longtime supporter of LGBTQ+ rights, animal welfare and the arts.
Andrea, with your extensive experience in public relations across multiple high-profile clients, what motivated you to start your own PR agency, and how has your background with companies like Emirates Airline and Procter & Gamble shaped your approach to your business?
During the pandemic, because of the strain on agencies and, really, almost every industry, I started quietly taking on my own clients on the side and incorporated my business under my name so I would have the time and freedom to figure out what kind of company I wanted to build long-term.
While I wasn’t sure what the future would hold, I quickly realised there was a tremendous market opportunity for strategy-based creative thinking, return on investment and approachable client service delivering no nonsense counsel clients rely on and trust. So, I decided to take the leap and apply this approach combined with two decades of industry experience leading amazing campaigns to build my own client roster.
Throughout your career, you’ve managed high-stakes crises for brands like Pampers and Tide and led re-launches for clients such as Genesis Motors Canada. Can you share a particularly challenging project and how you navigated it to a successful resolution?
I can’t share much about past client projects for confidentiality reasons, but I can tell you that re-launching Genesis Motors Canada was a career highlight. We were tasked with giving target consumers a reason to believe in the brand as a force to contend with in the luxury automotive space by reaching them through an integrated campaign and channels they trusted. The clients were amazing to work with and very collaborative, which is always a dream.
What essential public relations advice would you give to small and medium-sized enterprises looking to build their brand and navigate the complexities of today’s media landscape?
Taking on a public relations and marketing agency can be a heavy line item for many SMEs and too often, the return is not there. If you are starting to think about active marketing efforts, do your research, interview a few firms and be direct in asking for return on investment and expected results. Tough questions are good. The right agency will be able to answer them. While earned media relations is often challenging, results are possible when there’s news.
There are also so many tactics to consider beyond press to reach your objectives, from digital media to events and partnerships. Because every dollar matters when you are an SME, you want to ensure the firm you select understands that, has worked with similar-sized clients and believes they can deliver on whatever success looks like for you. What does success look like? is almost always the last question I ask prospective clients during a meeting. If the firm you are speaking with doesn’t clarify that it’s a definite miss.
Having built numerous CEO profiles and launched startup disruptors, what do you believe are the most important characteristics of a good leader in the PR industry?
Above all, follow through. For PR to be successful, your client needs to be committed to collaboration and treat you like a partner in their success. To do that, clients need to trust you quickly. Though it sounds like common sense you would be surprised to know what a rarity delivering on what’s promised is. That’s exactly why so many agency/client relationships quickly dissolve.
In addition, I think the best industry leaders are connected, direct and know how to manage client expectations. Startups and SMEs are almost always led by ambitious entrepreneurs, which presents so many opportunities. However, realistically, if a client thinks they are getting a TED Talk, for example, the moment they sign a contract, it’s very unlikely that will happen. I prefer to outline baseline KPIs in every contract to ensure clients understand what they will likely get and that results take time before cutting a cheque.
Given your deep understanding of the luxury market and strategic communications, what opportunities do you see in the PR industry today, and how should businesses adapt to stay relevant and impactful?
Motivating consumer behaviour, whether sales or sign-ups, only works when you know the target consumer and where they live, work, and play. Every day, there are new channels to consider, from expected Meta to even the gym where prospects workout or the airline they fly most often. The best first step is understanding where prospects are going, who they trust and how they get information, recommendations and referrals while staying on top of all emerging channels. Engaging a partner who understands your objectives and has the right mix of client experience to guide you is the best next step. The reality is the same approach to public relations and marketing rarely works for all clients. Good PR professionals know this and will start by understanding who you are trying to reach and what they are paying attention to. Sound counsel should flow from there.
