PR Skills & Training

canadian ceo during a press meet after a pr skills and training program

Build PR Skills for Sustainable In-House Impact

Data says 82% of respondents are more likely to trust a company whose executives actively engage via public communications.

PR is no longer limited to external agencies or reactive communications. Investors expect founders to lead the story and employees want to hear directly from C-level staff, not through a press release.

That’s why, as a PR and communications agency in Toronto, we support startups and corporate businesses in building valuable PR skills in-house. We prepare training programs that focus on media interviews, executive messaging, internal announcements, and crisis response across multiple channels.

Build skills before you’re in the spotlight

We train internal teams, spokespeople, and executive leaders to deliver clear, confident communication in high-stakes moments. Research shows that media training initiatives can yield up to a 220% ROI and has a direct impact on brand representation and reputation.

Our PR skills and training program helps companies with:

Media training for founders and functional leaders speaking to press, analysts, or trade media
Message alignment workshops to ensure every department is saying the same thing, the same way
Executive interview prep for earned media, panels, or high-impact podcast opportunities
Simulated Q&A with on-the-spot coaching and structured feedback from senior comms professionals
Crisis response drills focused on timing, tone, and message control under pressure
Internal communication coaching for town halls, restructuring, or culture-related announcements
Follow-up evaluation and advisory support to refine performance over time

Verified Communications is a Toronto-based public relations and communications agency trusted by startups, founders, CEOs, and business leaders since 2016. We’ve worked with the likes of Gap Inc., Amazon, and Walmart. Now, we partner with clients that demand big-brand thinking without the big agency bloat.

Lean by design and built to scale, we blend strategy with storytelling to make audiences feel something real. Our project and retained services for startups, established brands, and executives include public relations, executive communications, corporate communications, media relations, media training, message development, crisis communications, and thought leadership content development.

Equip your team to speak with purpose.

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Our Clients

View Our Work

From sauce-proof ponchos, to agtech and healthcare startups, we get to the root of your story across earned, owned and shared channels.

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Testimonials

“Victoria and her team at Verified ensured Rocky Health was featured in top news outlets. As a DTC men’s health platform, it’s important we stand out and are trusted. They developed innovative and newsworthy digital PR campaigns that reinforced our brand positioning and credibility in short order. They also got us interview ready which helped us capitalize on opportunities. Highly recommend them if you want to be in the news, fast.”

– Nikita Semin, Former CMO Tiggy Food Rocket

“Verified Communications has been instrumental in helping us gain visibility in key U.S. trade publications, which is crucial for influencing important retailers, and driving our distribution efforts. Their strategic communications approach has also secured valuable press coverage in lifestyle and food media, aligning with our DTC channel.”

– Morgan Kingdon, Director of Marketing, Protein Candy

– Aba Anton, CEO & Co-Founder, Rocky Health

“Verified Communications excelled at helping to build awareness and credibility of the Frida brand and what differentiated us from the competition. I appreciated their hustle to mobilize opportunities quickly. In all, Verified was able to secure nearly 80 earned media hits across Canada for us in a very short time frame.“

– Corey Sherwood, VP Marketing, Frida

Working with Victoria and Verified Communications was a game-changer for our brand. “Their deep understanding of the marketing mix—balancing our business goals, marketing plan with PR, strategic communications, and stakeholder relations—truly set them apart. They leveraged their expertise in crafting compelling narratives that not only resonated with media but also drove a significant lift in consumer acquisition. The team’s results-oriented approach and ability to align strategy with measurable outcomes made a noticeable impact. I highly recommend Verified Communications for any brand looking to amplify its presence, build trust, and deliver meaningful results.”
– Alyssa Hunter (Agnew), Sr. Program Manager, Ascend Funding Solutions (Split the Pot Lottery)

“Great service. Very skilled in marketing and public relations. You won’t go wrong using them.” – Kal Khaled, Founder, Dentistry for Everyone

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Frequently Asked Questions

How should technical founders prepare for interviews with non-technical media outlets?

Founders must simplify technical language to be understood by journalists and their audience. Preparation includes structured message development, practice sessions focused on clarity and tone, and reframing jargon-heavy responses into accessible, value-focused statements.

What are common mistakes companies make during live Q&A or panel events?

Misaligned messaging, over-explaining, and speaking without strategic framing are frequent issues. We train teams to prepare core messages in advance, stay focused under pressure, and respond with confidence. Simulated Q&A sessions emphasize message control, bridging techniques, and delivery refinement.

How early should we involve PR training when preparing for a funding round or launch?

Training should begin at least four to six weeks before external outreach begins. Early alignment allows time for message development, spokesperson coaching, and rehearsal for investor conversations or press interviews. Companies that struggle with consistent branding often feel unprepared for follow-up questions, so as your agency partner, our biggest goal is to align messaging among the spokespersons.

What does long-term spokesperson development look like beyond a one-time session?

We provide ongoing coaching that evolves alongside company goals. This includes regular feedback loops, message refinement, scenario-based training, and support ahead of key announcements or events. Our approach to PR skills and training has enabled several brands across North America maintain executive readiness across contexts such as funding, leadership transitions, or market shifts.

Can we customize the training based on our industry or growth stage?

All training programs are tailored to the organization’s sector, maturity, and internal communication needs. We adjust for technical complexity, leadership visibility, and anticipated audience. Customization is key to our PR training program planning.

Do you offer one-on-one coaching for founders or spokespeople?

Yes. Senior-level coaches deliver private sessions for founders, executives, and internal experts. Each engagement includes message development, delivery coaching, scenario preparation, and feedback tailored to their goals, responsibilities, and upcoming opportunities.

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