About Hype PR
Hype helps brands win cultural relevance through earned-first PR, sports storytelling, creator partnerships, and purpose-led campaigns, blending creativity, data, and modern PR strategy. We are an independent, senior-led public relations and influencer marketing agency based in Toronto, Canada, working nationally and cross-border to connect stories to audiences that matter.
At Hype, we believe that if a brand has to pay for every pair of eyes, the story isn't strong enough. Our DNA was forged in the viral success of the 2016 Ladyballs campaign – a blueprint for purpose-led PR, proving that bold, disruptive creative can shift national discourse. Today, we carry that “impact by design” philosophy into every activation, digital campaign, and talent collaboration we build. We don’t just join the digital conversation; we define it.
What We Do
We blend decades of experience in media, influence, and integrated communications to help brands:
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Shape earned-first narratives that resonate across traditional and digital media
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Develop influencer and creator strategies grounded in credibility and measurable performance
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Build talent and athlete partnerships that extend brand story and cultural footprint
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Lead purpose-driven PR and social impact campaigns that spark awareness and action
We bring this perspective to work with every client – from national brands to cultural innovators – shaping stories that are strategic, memorable, and built to last.
Sports & Culture
Staying on top of the game.
We lead PR and storytelling for sports properties, teams, leagues, and brand partnerships at the intersection of sport and culture.
Talent & Creator Partnerships
Authentic relationships with lasting impact.
We design athlete, celebrity, and creator partnerships that extend beyond one-off posts – built for credibility, earned media value, and long-term narrative.
Influencer Marketing
Influence evolves, but trust endures.
Our creator programs are engineered to drive press, cultural pickup, and real-world conversation – not just impressions.
Purpose-Led Campaigns & CSR
Doing well by doing good.
We help brands show up meaningfully in social impact work, turning purpose into earned attention, action, and trust.
Media Relations
Visibility that matters.
We craft stories that capture attention across traditional, digital, and social platforms, supported by decades of strong editorial relationships and a deep understanding of how media works today.
Publicity
Stories people share.
We turn brand messages into credible conversations, earning coverage that builds engagement and lasting affinity.
Executive Profile Building
Reputation starts at the top.
We help leaders shape their public presence and industry voice through thought leadership, strategic storytelling, and media visibility.
Media Training
Confidence under pressure.
From interviews to keynotes, our senior trainers prepare executives and spokespeople to communicate clearly, authentically, and with control in every media moment.
Meet the Team
Our team is made up of senior communicators, former journalists, strategists, and creators who bring depth of experience and cultural fluency to every engagement. Together, we bring a blend of perspective – strategic, editorial, analytical, and creative – to turn signals into stories and attention into impact.
Founder & Lead Publicist
Erin Richards
Erin Richards is the founder of Hype PR and one of Toronto’s most connected media and influencer relations specialists. Known for her strategic clarity and calm under pressure, she helps brands break through the noise with work that’s insight-driven, culturally aware, and deeply human.
Before starting Hype, Erin led entertainment and sports publicity at CBC, developing a deep understanding of how stories move culture and capture public imagination. She has directed Olympic campaigns for Canadian Tire, launched purpose-driven influencer programs for Special Olympics Canada, represented world-class athletes like Penny Oleksiak, and produced creator events and red carpets for brands including eOne and TIFF.
At Hype, Erin’s focus is on what’s next – how creativity, data, and technology can come together to redefine how stories are told and shared. She’s helping shape a future for PR that’s agile, inclusive, and deeply attuned to how people connect and engage in an ever-evolving media environment.
Director
Brigitte Kenny
Brigitte is a seasoned public relations professional specializing in media relations and influencer marketing within the lifestyle, entertainment and fashion space. She has played a key role in launching high-profile fashion collaborations, including former NHL player P.K. Subban’s suiting collection and Meghan Markle’s capsule collections with Canadian retailer Reitmans. She has also worked closely with high-profile Olympians such as Penny Oleksiak and Kelsey Mitchell to secure brand endorsement deals.
With experience leading PR and influencer efforts for clients like Special Olympics Canada, Canada's Got Talent, Dairy Farmers of Ontario and Penguin Random House Canada, Brigitte excels at crafting compelling narratives that drive media coverage and consumer engagement. Results-driven, Brigitte has cultivated effective relationships with local and national media, and influencers securing top-level coverage for clients.
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Sports Marketing and PR Consultant
James Lamont
James Lamont is an award-winning Sports Communication, Public Relations & Marketing Executive with two decades of experience developing and executing strategic and crisis communications for NHL and NBA franchises, professional and Olympic athletes, and some of North America’s most high-profile brands.
As Canada’s top Sports PR Consultant, clients benefit from strategic guidance, industry insight and deep connections with the country's top sports executives, athletes, media and influencers.
Current and past athlete clients include Canadian National Team soccer players, Christine Sinclair and Atiba Hutchinson, NHL MVPs, Connor McDavid and Nathan MacKinnon; NBA All-Star Pascal Siakam and Andrew Wiggins; UFC Legend Georges St-Pierre, along multiple Olympians, including Andre De Grasse and Penny Oleksiak.
Strategic advisor on multiple NHL, NBA, MLB, Olympic, eSport and MLS campaigns on behalf of Budweiser, Bud Light, Subway, Kraft, Royal Bank of Canada, General Mills, P&G, Canadian Tire, BioSteel, Domino's Pizza and more.
Communications Strategist
Aliya Jiwan-Thawer
Aliya is an award-winning journalist who spent nearly a decade working as a television and radio news reporter, anchor and producer with the CBC, CTV and CP24 in Edmonton, Ottawa, Halifax and Toronto and gained valuable work experience at the CBC bureau in London, England and at SABC in Johannesburg, South Africa.
Following a successful journalism career, she transitioned into the world of public relations where she worked in large and boutique PR agencies creating and executing public and media relations campaigns in a variety of industries including financial, health, IT, education, childcare, corporate and non-profit sectors.
Over the years, she has successfully launched products and charities, media trained spokespeople, planned and managed fundraising events and positively positioned clients to help raise their profile and drive their bottom line.
Communications Strategist
Kerline Hall
Kerline is a communications strategist who helps brands earn attention and trust through intentional PR and influencer strategies that blend creativity, culture, and data.
She guides teams in finding clarity in their message, aligning stakeholders, and shaping stories that connect and drive meaningful impact.
With more than a decade of experience across sport, wellness, entertainment, and social impact, she has collaborated on campaigns spanning athlete and influencer partnerships, brand storytelling, and community initiatives for clients including Rogers Sports & Media, the Coaching Association of Canada, Dairy Farmers of Ontario, and Special Olympics Canada.
Influencer Marketing Manager
Kayla Vaz
Kayla has a strong background in influencer marketing where she has managed talent directly, as well as led integrated campaigns on behalf of brands. She specializes in creating content strategies to maintain brand consistency for top brands, brings expertise and thought leadership on industry trends and best practices for influencer marketing to advertisers across all verticals including key performance metrics, creator content and attribution methodologies across all marketing channels.
With a keen interest in data and analytics, she thrives when conducing thorough audits of social and digital media channels to identify new opportunities and areas of improvement.
Influencer Marketing Specialist
Adrienne St. Louis
Adrienne got her start in the beauty space, working to identify emerging trends and content creators for Coty Inc. With a creative eye and strong attention to detail, she excels at developing strategic campaigns designed to drive brand awareness and engagement. She is always up to date on trends and passionate about emerging social platforms, bringing a thoughtful approach to ensure brands achieve impactful results in a constantly evolving market.
Influencer Marketing Specialist
Brenda Raftlova
Brenda is a versatile communications professional with experience across social media strategy, influencer marketing, public relations and content creation. Perfectly bilingual in English and French, she excels at crafting compelling stories, building authentic relationships with creators and media, and bringing campaigns to life from conception to execution.
Beyond her professional work, Brenda pours her creativity into her own content platforms, where her passion project has grown into meaningful partnerships with brands such as Fisher & Price, Meta, Walmart, Canadian Tire and more.
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Content & Influencer Marketing Specialist
Ruby Castle
Ruby is a creative strategist with a background in content management and social media, driven by storytelling, influencer partnerships, and building real brand–audience connections.
She’s led national campaigns across food and beverage, hospitality, and lifestyle, blending big-picture strategy with hands-on creative execution.
Communications Advisor /
Event Management
Julie D'Uva
Julie’s background in Sociology ignited her curiosity about human behavior, fueling an expansive career in PR, events, and storytelling. With a keen eye for design and a collaborative spirit, she has brought bold ideas to life for both independent brands and global icons like SoulCycle, NBA All-Star, and Saks Fifth Avenue.
She thrives on creating memorable experiences and amplifying messages that leave a lasting impact. Working with talent is a special skill—she’s connected personalities like Sir Elton John, Karl Lagerfeld, Cindy Crawford, and Brunello Cucinelli with the media to generate exciting coverage.
On a personal note, Julie grounds herself with gratitude and is deeply committed to movement and well-being. Now three years cancer-free, she balances her passion for PR with teaching Pilates, bringing the same energy and purpose to both.
Whether producing an event, pitching a story, or teaching, Julie believes leading with purpose isn’t just important—it’s absolutely essential.
