PR in a Changing World: Trust, Media & Independence with bicom

Welcome to the CanadianSME Small Business Podcast, hosted by Kripa Anand. In this episode, we explore how public relations built on authenticity, creativity, and trust can help brands rise above the noise in an ever-changing communications landscape.Joining us is Polina Lichagina, VP of Operations and Client Service at bicom, one of Canada’s leading independent PR and communications agencies. With over 14 years at bicom, Polina has played a pivotal role in expanding the agency’s presence across Canada, helping brands connect meaningfully with audiences through strategy, storytelling, and local insight.Key Highlights:Building Relationships, Not Transactions: Why trust and authenticity fuel long-term success for independent agencies. The Evolving Role of PR: How consistent messaging and a journalistic mindset amplify brand credibility. Creative Deliveries: The impact of hands-on, intuitive marketing in lifestyle PR campaigns. Staying Independent: The advantages and challenges of maintaining autonomy in a globalized industry. Bicom’s Future Vision: How a local-first approach continues to drive global brand impact and innovation.Special Thanks to Our Partners:RBC: https://www.rbcroyalbank.com/dms/business/accounts/beyond-banking/index.htmlUPS: https://solutions.ups.com/ca-beunstoppable.html?WT.mc_id=BUSMEWAGoogle: https://www.google.ca/A1 Global College: https://a1globalcollege.ca/ADP Canada: https://www.adp.ca/en.aspxFor more expert insights, visit www.canadiansme.ca and subscribe to the CanadianSME Small Business Magazine. Stay innovative, stay informed, and thrive in the digital age!Disclaimer: The information shared in this podcast is for general informational purposes only and should not be considered as direct financial or business advice. Always consult with a qualified professional for advice specific to your situation.