What’s in a name? A commitment to partnership on the road ahead 

November 2, 2020

Janine Allen

On November 2, 2020, our agency changed our name to Kaiser & Partners (K&P). November marks the start of our tenth year of operations, and as we look forward into the next decade, this change reflects the growth of our agency and the evolution of our business focus.  

The word “partner” is intentional. It reflects our ownership, yes, but it also reflects the relationships we pride ourselves on – with our clients, suppliers, and staff – and our ongoing commitment to delivering on the promises we make to each. 

COVID-19 has changed the way people consume news and information  

We believe that the refreshed branding comes at a pivotal time for the communications profession. The world is rapidly changing, and the art and science of strategic communications must continually adapt to stay ahead. We are no longer single-source news consumers; we are reading, listening to and viewing different mediums, often at the same time, and we expect this information to be served to us on-demand.  

In our recent omnibus* on sources of news and credibility of the source, it wasn’t surprising, then, to find the majority (57%) of Canadians have changed how they consume media since the pandemic began, increasing their attention in certain channels. The digital channels of traditional news media (online newspapers, magazines) have seen the greatest increase (31%), followed by broadcast news and social media (27% each).  

The speed of change and deluge of news and information is overwhelming for our clients, and they trust us to keep them ahead.  

We seek truth and credibility in communications 

Added to this challenge, we are in a time of massive confusion and skepticism about truth in communications. Where can we go to get credible, fact-based information to make informed decisions about our business? Our health? Our purchases?   

Our survey found that 60 percent of respondents cited established news media as the most credible source of news and information, followed by public health agencies (57%) and government (48%)Conversely, only eight per cent of respondents cited social media in general, as a credible source of news and information.  

Canadians need news and information from sources they can trust. This is why now, more than ever, reputation matters.  

As we all navigate through uncharted waters, and adapt to what lies ahead, these findings further highlight the importance of valued partners who provide sound and data-informed counsel. K&P’s approach is research-backed and insight-led, providing communications solutions for business challenges. As we look ahead to the next 10 years, we believe that the way we continue to invest in our partnerships – clients, suppliers, and our best-in-class team – will be key to our ongoing success. We are “glass-half-full” kind of people and we can’t wait to see what the future brings.  

*This online survey of 1500 Canadians was completed between October 21 and 23, 2020, using Angus Reid’s online panel. The margin of error for this study was +/- 2.53%.

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