Fourteen years ago, I was sitting in a coffee shop with a laptop and an idea: to create a communications agency rooted in Waterloo Region. At the time, local companies had to look to Toronto or across the border for media relations and crisis communications support. I saw an opportunity to change that – to build something meaningful, impactful, and community-driven.
Like many entrepreneurs, my initial focus was simple: amplify our clients’ stories and pay my rent. The vision wasn’t grand, it was about independence. Starting as a female entrepreneur came with its own challenges, but also with incredible opportunities for connection and support. It was in this “big dreams” stage that I connected with female entrepreneur groups in the Region. Surrounded by a deep sense of camaraderie and mentorship, I was able to navigate the ups and downs of a growing business while meeting some of the women pivotal to my career trajectory. Over the years, I’ve had the privilege of growing from a mentee into a mentor, working with, and guiding incredibly inspiring and gifted women. If it all went away tomorrow, the work I’ve done mentoring would be the accomplishment I’m most proud of.
I believe being immersed and surrounded by the vibrancy of Waterloo Region has made all the difference. This pocket of southwestern Ontario is brimming with a network of entrepreneurs, business leaders, and innovators who truly support each other. Durrell Communications has been rooted and nurtured in Uptown Waterloo, and from the beginning stages up until now, it has been an honour to call this environment our home base. Since my days as a Waterloo City Councillor, I have always felt like the community has taken care of me. That kind of community support is rare and invaluable.
Fourteen years later, we have grown into a mature company, a go-to resource for many companies’ communications needs. Through all the growth, changes, and adaptations, Durrell Communications’ core mission remains the same: helping organizations tell their stories. Today, we support a diverse range of clients, guiding them through both their most challenging and rewarding moments. Whether it’s internal communications or crisis management, we bring a level of expertise that sets us apart—I believe we’re among the best in the industry.
Witnessing and reflecting on our growth, I’ve come to realize just how much I have grown along the way as well. At first, I was so deeply involved in the work we did that I didn’t always have the chance to mentor my team or focus on leadership – one of my greatest passions. As we expanded I had the opportunity to bring on a COO, Geena Deweerd, to help carry that load. Bringing in a COO really changed the way the business was able to run. It was no longer all on me, and because of that we became a greater team and a greater company. If I could give any advice to someone starting their own business I would say to never give up and to build a team you trust and can rely upon.
I’ve learned a lot about what makes a great leader. Everyone has their own strengths and styles, and for me it’s leading by example. Everyday I show up at my best and do the best work I can. I try to keep my journalistic curiosity fresh by learning something new everyday.
So what’s next for Durrell Communications? The industry has changed dramatically since we started. We used to be able to pitch 25 local media organizations, reporters, journalists – now there’s only a handful left. The decline of local media is one of the most concerning trends I’ve witnessed. I still believe that a healthy democracy needs healthy media. But if the media isn’t going to tell our stories, we have to tell them ourselves – and if you can’t, you have to find a company that can.
That’s where I believe we will find our longevity and success. Telling the stories that matter and amplifying the changemakers who envision them. Looking ahead, I aspire for us to be the go-to communications team for the next tech titan, like Blackberry. We’re surrounded by incredible companies and work within one of the most dynamic tech communities outside of Silicon Valley. The innovation and ambition in the Waterloo community constantly inspire us, and we’re proud to help amplify the stories shaping the future. But more than anything, I’m grateful for the work we’ve done. Did I think I’d have such incredible women working for me and doing amazing work for such awesome companies? It was always a dream, but did I believe it would become a reality? No.
I’m so grateful for the incredible people I’ve had the privilege of working with, for the clients who trust us to tell their stories, and for the community that has supported Durrell Communications from day one.
Here’s to the next 14 years of storytelling.
Dream on.
