What Media Profile does

Media Profile is a Toronto-headquartered, employee-owned public relations and corporate communications agency founded in 1985 by Patrick Gossage. The firm operates from a single location (500-579 Richmond St W) and serves a roster that spans blue-chip consumer brands (Uber, Starbucks Canada, Google, Honda Canada, Home Depot Canada, Indigo, Dairy Queen, OpenTable, Uber Eats), large public-sector infrastructure projects (Mobilinx and Trillium Guideway Partners on the $4.6-billion Hazel McCallion LRT), and non-profit and Indigenous organizations (Daily Bread Food Bank, APTN, Canadian Journalism Foundation, Métis Nation of Ontario and Alberta). With 51-100 employees, the firm is structured as female-led under President Alison King, with an average senior-tenure exceeding 15 years and bench strength drawn from journalism, political communications, and former Metrolinx transit-infrastructure staff.

The firm's service offering is a full-service communications suite delivered as professional consulting engagements rather than software: twelve service lines including public relations and corporate communications, social strategy and influencer marketing, integrated campaigns, community and stakeholder engagement, media relations, event management, creative services (in-house photography, videography, drone production, copywriting), crisis communications and issues management, corporate thought leadership, copy/content, and media training. Revenue is generated via project-based fees, monthly retainers, and hourly consulting, typical of mid-market PR agencies. Distribution is direct — sales-led through pitches, referrals, networking, and relationship-based business development — supplemented by a thought-leadership content marketing engine ('Our Take' blog), industry award competition, and PRGN membership providing 50-agency global reach without M&A.

There is no proprietary technology platform; the business is service- and relationship-intensive. Cost structure is dominated by senior billable talent, supported by profit-sharing under the employee-ownership model established at founding. Competitive positioning rests on independence (answering only to clients and values), Canadian coast-to-coast relationships, female and employee-led governance, and a specialized infrastructure communications practice that differentiates it from generalist boutiques. The firm has accumulated third-party validation including Great Place to Work certification, Best Workplace Managed by Women, Ontario Living Wage Employer status, and five 2023 PRGN awards placing it second among 50 network member agencies.

Name

Media Profile

Legal name

Media Profile

Website

https://mediaprofile.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Media Profile is Canada's largest independent, female-led, employee-owned public relations and corporate communications agency, founded in 1985 in Toronto, serving consumer brands, large infrastructure projects, and non-profits across twelve integrated service lines.

Ownership category

akta.pro rank

Product category

Public Relations and Communications Services

NAICS

Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Media Relations & Press Office Services (MPAAADAI)

akta.pro secondary industries

Media Relations & Press Office Services (BPAFADAF), Media Relations, Monitoring & Rapid Response (MPAAAOAK), Executive & Leadership Reputation Management (MPAAAOAE), Digital PR & Social Media Communications (MPAAADAJ), Thought Leadership & Executive Visibility (BPAFADAG)

Keywords

• Public relations services
• Corporate communications
• Media relations
• Influencer marketing
• Crisis communications

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. PR and Communications Services: Media Profile generates revenue through professional communications services including public relations, corporate communications, social media strategy, creative services, influencer marketing, community engagement, media relations, event management, and crisis communications. Revenue is likely generated through project-based fees, retainers, or hourly consulting arrangements typical of PR agencies.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Media Profile is a Toronto-based communications agency that delivers public relations, corporate communications, social media strategy, influencer marketing, creative production, crisis communications, and community/stakeholder engagement services to enterprise clients. The firm provides integrated campaigns, media relations, media training, event management, and specialized infrastructure communications for major projects, operating as a full-service professional services agency rather than a software or platform provider.

Product overview

Media Profile operates as a full-service communications agency offering a unified suite of PR and marketing services. The core offering spans public relations, corporate communications, social strategy, creative services, and influencer marketing, supported by specialized practice areas including integrated campaigns, community engagement, event management, and crisis communications. The agency does not operate a software product or platform; all services are delivered as professional consulting engagements.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Relations and Corporate Communications
• Social Strategy and Influencer Marketing
• Integrated Campaigns
• Community and Stakeholder Engagement
• Media Relations
• Social Media Marketing
• Corporate Communications, Thought Leadership and Profile Building
• Event Management
• Creative Services and Production
• Crisis Communication and Issues Management
• Copy and Content
• Media Training

Named customers17 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Public Relations Global Network (PRGN)coreStrategic or Co-development PartnerMedia Profile is a proud member of the Public Relations Global Network, a global network of independent, local, owner-operated public relations and marketing communications firms. Through this network, Media Profile has access to global resources and can serve clients with international needs through trusted partner agencies. The relationship enables co-development of best practices and participation in annual awards competitions.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• NATIONAL PR (Canada): One of Canada's largest Canadian-owned PR firms, with offices in Toronto, Montreal, Calgary, and Vancouver. Directly comparable in offering scope and enterprise client focus, with a stronger multi-office footprint.
• energi PR (energi): Canadian independent PR firm with strong consumer, retail, and technology practices. Directly comparable in size, service mix, and enterprise consumer-brand client overlap.
• Argyle Communications: Mid-sized Canadian independent PR firm with deep public-relations, public-affairs, and stakeholder-engagement practices. Particularly comparable on infrastructure and Indigenous engagement work, an area of overlap with Media Profile's Mobilinx practice.
• Strategic Objectives: Toronto-headquartered independent Canadian PR and communications agency serving consumer and corporate brands. Closely comparable to Media Profile in size, geography, and independent positioning, with overlapping B2B and consumer client rosters.
• Citizen Relations: Toronto-headquartered independent PR and influencer-marketing agency. Comparable in independent positioning, social/influencer capabilities, and consumer-brand client roster, with a stronger North American footprint.

Regional players

• APEC Communications: Canadian independent PR firm focused on consumer, lifestyle, and food & beverage brands. Overlaps with Media Profile's consumer-brand and Starbucks/Dairy Queen-style work, but primarily serves Quebec and Eastern Canadian clients.

Broad incumbents

• Edelman: Largest global PR firm with a substantial Canadian operation. Competes with Media Profile for enterprise AOR relationships, but operates at vastly greater scale and offers broader specialty practices (health, policy, creative) under one network.
• Hill+Knowlton: Global WPP-owned PR firm with Canadian operations. Competes for the same enterprise and public-sector RFPs as Media Profile, particularly on infrastructure and government mandates.
• Weber Shandwick: Global Interpublic-owned PR network with significant Canadian operations. Competes for the same integrated campaign, influencer, and social strategy mandates as Media Profile, with broader geographic and specialty reach.
• FleishmanHillard: Global Omnicom-owned PR network with a Toronto office serving Canadian enterprise clients. Comparable on integrated communications and crisis work, with the advantage of global network reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mediaprofile
• Facebookfacebook.com/mediaprofile
• LinkedInlinkedin.com/company/media-profile

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Media Profile