Case Study —
Public Relations • Thought Leadership
Safeguarded the interests of clients in Canada’s most prestigious real estate transactions through high-stakes public relations, stakeholder management and rigorous internal privacy protocols.
UHNW Clientele
Legal Counsel
Family Office
Agency Management
Press Release Writing
Media Training
Privacy Strategy
Contingency Planning
UHNW Clientele
Legal Counsel
Family Office
Agency Management
Press Release Writing
Media Training
Privacy Strategy
Contingency Planning
Sotheby’s International Realty Canada represents properties for influential clientele ranging from global business leaders and A-list celebrities, to political figures and royalty. Such transactions can attract significant publicity and demand communications strategies tailored to each client. At times this requires harnessing media interest to generate headlines and shape desired narratives; at other times, this requires strict discretion and high-stakes management of internal messaging and privacy protocols while navigating the unpredictable dynamics of the press.
As CMO, I oversaw and executed strategy to ensure discretion and controlled messaging on every sensitive listing transaction. Working closely with our PR agency-of-record Talk Shop Media, we developed a client-first media relations approach for prestige properties to shape coverage of landmark listings and sales when appropriate. At the same time, within the company, I also established robust confidentiality protocols, contingency planning, and customized messaging to support clients with elevated privacy needs. I navigated legal and regulatory requirements, and advised real estate advisors, management, clients and their representatives to implement strict messaging and privacy protocols.
Led the strategic direction of public relations for landmark listings and sales that achieved national and international headlines, establishing them as market-defining milestones and reinforcing Sotheby’s International Realty Canada’s leadership in the luxury sector. Oversaw messaging and press release development in collaboration with Talk Shop Media, whose media relations expertise supported campaign execution.
Designed company protocols to honour client privacy, including selective disclosure strategies, controlled messaging and crisis communication preparation for sensitive situations.
Guided disciplined strategy on high-stakes, record-setting listings and sales, advising client representatives, real estate advisors, and executives. This ensured client privacy when required, while shaping impactful narratives around significant properties when it served clients’ interests.
By striking the balance between controlled media impact and client confidentiality, Sotheby’s International Realty Canada became the benchmark for prestige property PR in Canada.
Maintained discretion and client trust through carefully managed communications strategies, safeguarding relationships with some of the world’s most high-profile individuals and families.
Controlled national and international media coverage for extraordinary listings and sales in outlets such as Mansion Global, Wall Street Journal, Barron’s, Yahoo! News, Yahoo! Finance, The Globe & Mail, CTV News, Global News, MSN, Toronto Star, Montreal Gazette, LaPresse+, Vancouver Sun, Victoria Times Colonist
Delivered 50–150 controlled media placements per transaction that reinforced client messaging while strengthening Sotheby’s International Realty Canada’s authority in high-value transactions.
Controlled Media Placements Per Major Transaction