The Latest from NATIONAL

NATIONAL Proudly Welcomes John Parisella as Senior Advisor, Business Outreach

NATIONAL Proudly Welcomes John Parisella as Senior Advisor, Business Outreach

Posted Thursday, January 12, 2017


We are proud to announce that John Parisella is joining NATIONAL’s Montreal office on January 23, 2017. He will serve as Senior Advisor, Business outreach.

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A Gentle Introduction to KPIs

A Gentle Introduction to KPIs

Posted Tuesday, January 10, 2017

Jonathan Litwack


There are a lot of words that get thrown around when we talk about measurement. Words are used frequently and interchangeably, and as a result, incorrectly. The most frequent of which is the term KPI – Key Performance Indicator. The keyword here being Indicator. In today’s post, our colleague Jon Litwack, Director of Analytics & Insights at NATIONAL’s Toronto office, explains why a KPI is not a benchmark, not a score, but just an indicator. Jon helps us clear things up with a relatable metaphor about driving.

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Building on Integrated Solutions and Staff Training

Building on Integrated Solutions and Staff Training

Posted Monday, January 9, 2017


Reflecting its desire to pursue and accelerate the development of its integrated communications and data-driven public relations approach, NATIONAL’s Montreal office Digital Communications team took an important turn in early 2017 with the creation of a new Integrated Solutions team led by Judith Lebel.

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Planning for 2017 and Beyond – Like a Futurist

Planning for 2017 and Beyond – Like a Futurist

Posted Friday, January 6, 2017

Catherine Cosgrove


January is the time to plan for the year ahead. In this blog post, Catherine Cosgrove, from the RES PUBLICA team shares her insights on how she is planning for 2017. Catherine holds a master’s degree from the University of Houston (M. Tech. Studies of the Future), and serves on the Board of the Association of Professional Futurists. Read more to learn how to plan for 2017 and beyond – like a futurist.

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Three Public Relations Mega-Trends in 2017

Three Public Relations Mega-Trends in 2017

Posted Thursday, January 5, 2017

Christopher Penn


What does the public relations industry have to look forward to in 2017? What’s in stock for us as practitioners, as agencies, as companies seeking to build awareness, reputation, and trust?

Chris uses data to make his points about three inescapable themes about our imminent future:

• Content overload (better content, better distribution)
• The owned media imperative (given the decline in reach and impact of traditional media)
• The growing influence of “dark” (unmeasurable) social (and why we need to master it)

In this piece, Christopher S. Penn, Vice President, Marketing Technology, SHIFT Communications, examines public relations mega-trends in 2017.


In the end he asks the very simple question: Which future will you be part of?

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Sephora Canada Appoints NATIONAL as Public Relations Agency of Record

Sephora Canada Appoints NATIONAL as Public Relations Agency of Record

Posted Wednesday, January 4, 2017


NATIONAL has been appointed by Sephora Canada, the leading prestige beauty retailer, as their PR agency of record for English and French Canada.

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