Insights: The Canadian Media Crisis

Written by Matthew Celestial

Canada’s media is in a precarious state. Shrinking newsrooms, the closure of local broadcasters and the struggles of online media platforms have created a perfect storm, threatening the way Canadians consume and connect through news. As the lifeline of information in a democracy, media is essential to maintaining transparency, accountability and the stories that unite us. However, these challenges have reached a breaking point, leaving PR agency with an urgent question: What can we do to help?

Over the years, we’ve watched the media landscape shift dramatically, especially in Canada. While discussions in the PR industry increasingly centre around integrating AI, influencer marketing and data-driven campaigns, we just can’t simply ignore the elephant in the room. Canadian media is struggling, and as communicators who rely on the press to amplify messages, we have a shared responsibility to help stabilize and strengthen the media ecosystem.

Understanding the Crisis

The decline of Canadian media is multi-faceted. Here are some of the most pressing issues:

• Shrinking Newsrooms: Over the past decade, newsroom staff across Canada have been cut to the bone. Journalists are now expected to cover multiple beats, churn out stories at breakneck speed, and do so with limited resources.

• Closure of Local Outlets: Small towns and rural communities have lost their local news outlets, leaving residents without a reliable source of information about their own communities.

• Unsustainable Digital Models: Online media, while innovative and promising, often struggles with funding and monetization. Advertising revenue has largely been siphoned away by tech giants, leaving digital-first outlets scrambling to stay afloat.

• Challenges in Reaching Canadians: Canada’s vast geography and diverse population make it uniquely challenging to distribute news equitably. Many communities—particularly Indigenous and rural ones—are underrepresented or excluded entirely.

These issues aren’t just “media problems”—they’re societal problems. A weakened press means fewer watchdogs, fewer stories that reflect the lived experiences of Canadians and a population that grows more disconnected by the day.

Why PR Professionals Must Take Action

PR professionals are uniquely positioned to help address these challenges. Our work often intersects with that of journalists, editors and publishers, and we rely on their platforms to share our clients’ stories. But now, it’s time for us to do more than simply pitch stories. We need to take an active role in supporting and advocating for the media industry.

Here are four ways we can lead the charge:

1. Support Journalists as Partners

Journalists are overworked and overwhelmed. By providing them with thoughtful, well-researched pitches, PR professionals can ease some of their burdens. Respect their deadlines, understand their beats, and focus on providing value, not just visibility for your clients. Remember, behind every story is a journalist trying to do their best with limited resources.

2. Think and Work Like Journalists

Gone are the days when PR could focus solely on promoting products or corporate initiatives. Today, we must approach storytelling with the same rigor as journalists. This means pitching stories that matter—ones that inform, inspire and resonate with audiences. Prioritize narratives that reflect public interest, highlight diverse voices, and align with the values of the publications you’re pitching to.

3. Innovate on New Platforms

While traditional media is shrinking, new platforms are emerging. Podcasts, independent newsletters and niche digital communities offer opportunities to share stories in fresh and engaging ways. PR professionals must learn to navigate these spaces, experimenting with formats and platforms that bridge the gap between brands and audiences.

4. Advocate for Canadian Media

Finally, we need to champion the media industry itself. Support initiatives that fund local journalism, advocate for policies that promote media diversity and collaborate with stakeholders to find sustainable solutions. This will help us preserve jobs. But most importantly, we can safeguard the stories that define us as Canadians.

Reconnecting with Canadians

Canada’s media landscape is not beyond saving. But it will take collaboration, innovation and advocacy to rebuild it into something more resilient and representative of our country’s stories. Public relations professionals have the skills, networks and creativity to lead this effort, but we must be willing to step outside our comfort zones and take bold action.

The next time you pitch a story, think beyond your client’s needs. Consider how you can support the journalist, contribute to the media ecosystem, and ensure the story serves the public good. Together, we can help Canadian media not only survive but thrive in this era of change.

A Call to Action

Let’s shift the conversation. Instead of focusing solely on AI and influencer marketing, let’s talk about how we can better support our media counterparts. Let’s advocate for policies that sustain journalism, explore new ways to connect with audiences, and collaborate to tell stories that matter.

Canada needs a strong, vibrant media—and it’s up to all of us to make it happen.

What are your thoughts? How can PR professionals step up to support Canadian media? Let’s start the conversation.

THE POWER OF ADAPTABILITY: HOW TO THRIVE IN A CHANGING ECONOMY

Written by: Matthew Celestial

In 2024, the global workforce is experiencing unprecedented shifts. A recent PwC survey revealed that 28% of workers are "very or extremely likely" to change jobs within the next year, up from 19% in 2022.This trend, coupled with rapid technological advancements and economic uncertainties, underscores the critical need for adaptability and continuous skill development.

Major corporations are increasingly integrating artificial intelligence and automation to enhance efficiency. While these technologies drive progress, some suggest that they might also render certain job roles obsolete, pushing workers to pivot. This will result in the need to acquire new skillsets. 

The demand now centres on uniquely human skills—creativity, emotional intelligence, and adaptability—that machines cannot replicate. With major corporations enacting sweeping layoffs, artificial intelligence transforming entire industries and the concept of “less is more” permeating business strategies, the question arises: 

How will the rest of the world navigate these shifts and continue to thrive? 

The answer lies in embracing adaptability, continuous skill development and creating opportunities that empower everyone to “eat at the table.”  

THE CALL FOR LIFELONG LEARNING

Our current workforce requires a mindset shift. We can’t rely solely on our formal education or traditional career trajectories. Instead, a commitment to lifelong learning and skill diversification is essential. 

Consider this: major businesses are investing in automation and artificial intelligence to streamline operations. While this undeniably creates efficiency, it also highlights the need for individuals to pivot, upskill and discover roles that technology cannot replace. Creativity, emotional intelligence and adaptability are now some of the most valuable professional assets.

This calls for a consistent review of our personal and professional toolkits. What skills do we have that remain relevant? What knowledge do we lack that could position us for future opportunities? Being proactive in answering these questions ensures we remain employable, innovative and a valued partner in the workplace.

BEYOND THE WORKPLACE: PROJECTS THAT FUEL GROWTH

Traditionally, we have defined our worth in the workplace through our contributions. However, today’s economic climate requires us to step beyond the confines of the office and seek projects that challenge our minds, expand our creativity and sharpen our resilience. 

These could include launching a side project, volunteering or exploring hobbies that push boundaries. Think: learning a new language or mastering a new technology. These activities do more than enhance our skill sets. They train our minds to adapt to change, solve problems creatively and find joy and purpose in uncertainty. 

PHYSICAL TRAINING FOR MENTAL RESILIENCE

Adaptability isn’t just a mental exercise. We have to also look at it from a physical lens. Regular physical activity, whether it’s through structured fitness routines or outdoor adventures, strengthens our ability to handle stress, boosts mental clarity and builds the stamina required to weather difficult times. Trainingxfes of tomorrow. 

THE ROLE OF THE BUSINESS LEADER

As a business leader, adaptability must be practiced as a collective effort. One individual should never have to carry the weight of creating an ambitious environment. In order for businesses to survive, they must prioritize the well-being of their workforce and create environments where employees feel empowered to learn and grow. Companies must also act as stewards of opportunity, ensuring that resources, training and support are accessible to everyone. 

This philosophy guides every decision. We believe in creating solutions that account for not just immediate needs but also bring long-term resilience. Our mission is to foster innovation, inclusion and sustainability in all our ventures.                                                                                                                                                                                             

A FUTURE WHERE EVERYONE EATS AT THE TABLE 

The current economic and workforce landscape presents undeniable challenges. However, it also offers incredible opportunities to reimagine how we work, learn and grow. By embracing adaptability, staying committed to continuous improvement and working on ourselves inside and outside the workplace, we can create a future where everyone thrives. 

Matthew Celestial

President & CEO 

Q3 2024 Round-Up: Navigating Change, Embracing Growth, and Innovating for the Future

Written by: Matthew Celestial

As we move through the final quarter of 2024, it's a perfect moment to reflect on the ever-evolving landscape of the media, entertainment and consumer industries. This past quarter has brought both challenges and opportunities as we’ve seen a shift in how consumers engage with brands and make purchases.

Media and Entertainment Challenges 

The media and entertainment industries continue to face hurdles, from adapting to new technologies to overcoming changes in consumer behavior, resulting in a decline in advertising. Audiences are demanding more personalized, meaningful content, while traditional media outlets grapple with a shrinking share of attention. We are committed to closely follow these developments, keeping a finger on the pulse of how we can adapt and thrive amidst the disruption. 

Consumer Shifts to Health, Wellness, and Social Commerce 

Consumers are increasingly prioritizing health and wellness, investing more in products and services that help them lead healthier, more balanced lives. We've seen a remarkable shift toward this lifestyle, not just in the products they buy but in how they make purchasing decisions. Moreover, we've witnessed how social media platforms have become the new marketplace, where consumers turn for product recommendations, reviews and direct purchases.

As we prepare for Q4, it's clear that our focus must evolve to meet these shifting demands. The importance of creating a seamless, social-commerce-ready experience for consumers is now more pressing than ever.

Our Q3 Successes 

Despite the challenges, this quarter has brought exciting progress for Statement Worldwide and its divisions. Our PR, Advertising, and Branding initiatives continue to thrive under the Statement Strategies banner. We are proud to represent high-profile and international clients, reinforcing our reputation in the global market.

As we enter the final stretch of 2024, we’re excited to announce an expansion of our services. In addition to our work with established brands, we’re building resources for both current and new clients to build robust communications platforms. While Statement Strategies originally folded its PR activities under Statement Worldwide, the firm will continue to function as its own PR entity, as part of the Statement Worldwide network, allowing for a clearer focus on serving a diverse range of clients, from emerging innovators to industry leaders. The company will expand its offerings in media planning, media buying, experiential marketing and events. 

Consumer Products: Matte Equation’s Growth 

On the consumer brand side, 2024 marked the launch of Matte Equation, our lifestyle-driven skincare brand, which debuted with the release of its first product, the Quantum Mud Mask. The mask has been a hit, blending detoxifying ingredients with a luxurious feel, helping users feel both refreshed and renewed.

We followed up with two new launches last month: the Function Flow Cleanser, a gentle but effective daily cleanser, and the Infinite Dimensions Moisturizer, a deeply hydrating cream designed to lock in moisture and promote radiant skin. These two products completed the Beyond Limits collection, a line that embodies our mission of providing health-conscious, high-performance skincare solutions. Our focus remains on delivering products that not only serve Canadians but resonate with a global audience.

Media Content Development 

On the media side, we’re excited to share that we’re developing a major new product under the Statement Animation banner—more details on this will be shared in the coming months. Additionally, we’ve soft-launched The Matte Report, a health and well-being magazine aimed at professionals on the go. It's an extension of the Matte Equation brand, providing accessible, expert-backed content to help readers live healthier lives.

New Ventures: Beyond 29 and Pop Canada 

As we move into this quarter, we will be introducing two new media outlets. Beyond 29 is an online platform designed for the busy professional, specifically targeting those entering their 30s and beyond. It will serve as a hub for lifestyle, wellness, career, and relationship advice tailored to this audience.

Meanwhile, Pop Canada will serve as our independent entertainment news outlet, offering a fresh take on the Canadian entertainment industry. This platform will elevate the stories, creators and personalities shaping our cultural landscape, with a focus on supporting homegrown talent.

Looking Ahead 

At Statement Worldwide, our commitment remains steadfast: to push boundaries, innovate and find meaningful ways to connect with our communities, both locally and globally. As President & CEO of this independent yet growing brand, my vision remains the same as it was on day one: to amplify the voices that want to move the world.

But that’s all for now—exciting things are on the horizon, and I can't wait to share what comes next.

The Wellbeing Mission: A CEO’s Honest Look at the Journey So Far

Written by: Matthew Celestial

Starting your own venture can be incredibly exciting and rewarding. I’ve always encouraged others to take that leap, believing there’s plenty of room at the table for new ideas and solutions. When I entered the world of entrepreneurship at a young age, I saw it as a stepping stone to something greater. Over time, I’ve learned invaluable lessons and realized that it’s become more than just a stepping stone—it’s an integral part of who I am. This journey instills a sense of fearlessness, a belief that you can achieve more—if you’re willing to push yourself and, most importantly, if you truly believe in yourself.

Not everyone shares your vision, and not everyone will believe in you. Some may even try to bring you down, and the hardest part is that sometimes it’s the people closest to you—or even yourself, the inner critic in your head.

I’ve spent countless restless nights staring at the ceiling, trying to solve problems that, more often than not, are rooted in human nature and driven by ego. There have been many days when I’ve questioned whether I should have chosen a different path. And there have been moments when I’ve tried and failed. I could fill a book with all the business ideas I’ve had that never saw the light of day because maybe they weren’t as great as I thought.

There are a couple of things that have always worked out for me though. Sticking with my authenticity, being comfortable in my own skin and leading fearlessly with good intentions. Doing this job requires a lot of self-drive. While it hasn't always been the case, I believe in myself and my ability to seek things through. I also believe in my team, my family, my friends and the people I surround myself with.

Starting Statement was a leap into the unknown. However, the reality is that starting a venture will always be a constant loop of jumping in and out of the unknown. One moment you feel like you've got it figured out and the next, it feels like the ground beneath you is crumbling apart. When I started this business, I had a greater vision for creating a space that embodied health and well-being. Somewhere along the lines, I lost that vision and even lost what health and well-being meant to me, personally. Moreover, the reality of running a business, especially in an industry that demands authenticity and connection, has tested me in ways I never anticipated.

Physically, the demands of entrepreneurship have been relentless. The late nights, the early mornings, the constant hustle and bustle—it all takes a toll. There have been times when I've pushed my body to its limits, trying to balance the growth of my business with my own well-being. I gained weight, my skin was breaking out, I couldn't sleep as well as I used to. And let me tell you, it's not always been pretty. The stress, the lack of sleep, the never-ending to-do lists—sometimes it feels like an uphill battle just to keep myself in one piece.

Mentally, the journey has been equally, if not more, challenging. The self-doubt, the imposter syndrome, the pressure to always be "on", these are the unseen struggles that many founders face but rarely talk about. I've questioned my path more times than I can count. I've wondered if I'm cut out for this, if I have what it takes to build something meaningful in a space that demands so much. But each time, I've found a way to push through, to remind myself why I started in the first place.

And yet, despite the challenges, there have been incredible moments of triumph. The strides we’ve made as a company—expanding our reach, innovating in ways I never imagined, connecting with brands that share our vision—these are the successes that make it all worthwhile. Seeing the impact of our work, hearing the stories of how we’ve helped brands grow and knowing that we’re contributing to a healthier, more vibrant world—it’s these moments that keep me going.

So, why am I sharing all of this? Because I believe in being real, in showing that the path to success, however you want to define that, is rarely a straight line. It’s messy, it’s hard and it’s full of unexpected twists and turns. But it’s also incredibly rewarding. That said, I don’t want my passion for building brands to be mistaken for glamorizing entrepreneurship. I want to use this space to not only celebrate our successes but also to talk openly about the struggles that come with building something from the ground up.

Welcome to The Statement Journal, a space where I hope to share not just the successes of the journey, but also the challenges, the doubts and the moments that have shaped me as a founder in the lifestyle and wellness space. It's time we be candid. I'm happy to be another founder who is willing to take you on this journey with me—to share the highs, the lows, and everything in between. Because these challenges make us more resilient and remind us why we started. And for me that means being committed to living well, being well and making a lasting impact.