In this exclusive CanadianSME Small Business Magazine interview, Sonia Prashar President & Founder at spPR Inc. With more than 20 years of international agency and corporate experience, little stands in the way of this PR dynamo. One of her most notable campaigns is having coordinated Bill Gate’s first trip to India. Not to mention that she also served as the National Brand Manager for Louis Vuitton Moet Hennessy (LVMH) in India. Sonia was an integral part of the start up team that successfully created and implemented the launch of the Moet & Chandon and Hennessy brand across the country.
Your career began with high-profile roles, including managing global brands like Louis Vuitton Moët Hennessy and coordinating Bill Gates’ first trip to India. What pivotal lessons did you carry from those experiences into founding spPR Inc.?
I’ve been very fortunate to have had formative experiences early in my career, working with iconic global brands and leaders. What those years taught me — very clearly — is that there are no shortcuts. Hard work matters. Preparation matters. And relationships matter more than anything else. Working with integrity is a must-have.
That mindset carried directly into spPR and has been the foundation of my business. I’ve always believed in hustling with intention — building on what you’re genuinely good at, staying close to the media ecosystem, and investing in relationships that grow over time. That’s how meaningful work — and lasting impact — happens.
You founded one of Canada’s first virtual PR agencies in 2013, long before remote work became common. How has this model helped spPR stay agile and connected in an evolving media landscape?
I’ve had the opportunity to work across Asia and North America in very traditional agency environments, and I learned a lot from them. I also realized early on that the kind of work we do in PR — strategic thinking, relationship-building, creativity — thrives when people have autonomy, accountability and flexibility.
When I founded spPR, I wanted to build a model that was based on trust and passion for what we do. I am grateful to be surrounded by team members who are deeply committed to our clients, eager to learn and evolve, and also enjoy the work we do. Giving them the freedom to work in a way that suits their strengths has made us more agile and nimble.
That flexibility allows us to move quickly, stay plugged into what’s happening across markets, and adapt as the media landscape shifts — which it does constantly.
You often emphasize the importance of building one’s personal brand. What advice would you give entrepreneurs and small business owners who want to strengthen their public presence without losing authenticity?
My biggest advice — and one we follow at spPR as well — is to always focus on quality over quantity. You don’t need to be everywhere or comment on everything. What matters is understanding what you stand for, what you know deeply, and where you can genuinely add value.
Authenticity comes from consistency. Say what you mean, mean what you say, and show up the same way over time — whether that’s in media interviews, on LinkedIn, or in how you engage with your community. People can sense when something feels forced.
Personal branding isn’t about self-promotion; it’s about perspective. When you lead with integrity, insight, experience, and honesty, your presence will grow naturally — and it will feel real because it is.
Many small businesses struggle with media engagement and messaging. What are the most frequent mistakes you see SMBs making in PR, and how can they overcome these challenges?
One of the most common mistakes is treating PR as an afterthought — or viewing it purely as brand awareness. PR is really about building thought leadership, consistent credibility, and participating in meaningful brand conversations, not just chasing coverage.
Another challenge is focusing too much on what you want to say, instead of what’s relevant to the audience and the news cycle. Earned media works best when brands understand the bigger context — trends, timing, and what journalists are actually looking for. Focus on the so what factor’ – why should Canadian’s care?
Small businesses can overcome this by being intentional. Invest in earned media, spotlight real stories, and be patient. PR compounds over time. When done well, it builds trust, authority, and long-term value – a cost effective yet impactful way to grow awareness and visibility.
As someone who believes in mentorship and better industry metrics, what final advice would you share with Canada’s small business community about building brand credibility and long-term media relationships?
Think long-term. Brand credibility isn’t built overnight, and strong media relationships are earned, not transactional.
Above all, stay human. Businesses that lead with integrity, curiosity, and purpose are the ones that earn trust — from media, from customers, and from their communities. That trust is what sustains growth over the long run.
Disclaimer: The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.
