The campaign signs are coming down, victory speeches have been delivered, and the ballots have been counted. As Canadians reflect on the results, PR professionals are analyzing something else: the strategies, stories, and symbols that shaped public perception. Beyond policies and platforms, this election, like every one before it, was driven by one powerful force: public relations.
In Canadian politics, PR is more than press releases and podiums. It’s how parties build trust, frame narratives, and engage a shifting electorate. This election reaffirmed a fundamental truth: communication isn’t just part of the strategy – it is the strategy.
The power of PR isn’t new. In 2015, the Liberal Party’s “sunny ways” campaign didn’t succeed solely on policy, it thrived on values-driven storytelling, strategic optimism, and digital savvy. Those fundamentals remain just as relevant today.
The Medium Is Still the Message
This year’s campaigns confirmed Marshall McLuhan’s insight: “the medium is the message.” Leaders who embraced digital platforms with clarity and consistency stood out. From polished videos and unscripted social moments to targeted emails, the strongest messages were those tailored to the format, the audience, and the moment.
Mark Carney’s Liberal campaign exemplified this approach. Through patriotic imagery and slogans like “Canada Strong,” the campaign tapped into national sentiment, particularly in response to U.S. President Donald Trump’s antagonistic remarks toward Canada.
In a geographically and culturally diverse country, digital tools offered a rare chance to connect with authenticity.
Trust and Authenticity Still Win
Trust remains one of the most valuable, and fragile, currencies in politics. In an age of public skepticism and constant information, PR helped define who candidates were and why they deserved support.
With rising global instability and economic anxiety, voters paid close attention to consistency and credibility. Campaigns that communicated authentically and stayed focused on their core messages earned greater voter confidence, especially among swing and disengaged voters.
Pierre Poilievre’s campaign stood out for its message discipline. While critics pushed him to change his campaign after Trudeau’s resignation, and adopt a Trump-focus tone like Liberal leader Mark Carney, Poilievre stayed focused on affordability and economic issues. For some, this rigidity was a flaw, but for others, it projected reliability and strength. In this case, discipline became its own form of authenticity.
Framing the Narrative, and Managing the Crisis
In today’s fast-paced political environment, public relations is less about promotion and more about real-time positioning. Campaigns that proactively framed issues and communicated priorities clearly built momentum. Those that didn’t fell behind.
This isn’t about spin. It’s about clarity. Voters want to know what a party stands for and why it matters. When missteps happen, the ability to reframe the conversation is key.
A clear example was Prime Minister Mark Carney’s decision to eliminate the consumer carbon tax. Despite the policy’s intention to reduce emissions and provide rebates to households, it faced mounting criticism for contributing to the cost-of-living crisis. Recognizing the growing public dissatisfaction, Carney’s team swiftly reframed the narrative, emphasizing the shift towards alternative climate policies that would not burden consumers. This move aimed to address economic concerns while maintaining a commitment to environmental goals.
This election reinforced that strong PR isn’t just about staying on message, it’s about staying ready. The best teams are both storytellers and crisis managers, balancing speed with strategy in a high-stakes environment.
The Strategy Behind the Strategy
As the dust settles on another federal election, one thing is clear: public relations is not a backdrop to political success; it’s a driver of it. From building trust and navigating crises to cultivating authentic engagement, PR remains one of the most influential forces in Canadian elections.
At Durrell Communications, we believe that strong, ethical public relations has the power to elevate political discourse, empower voters, and contribute to a more informed and engaged public. As politics continues to evolve, so must our commitment to thoughtful, transparent, and values-led communication.
