With a small and agile team, Up Public Relations provides creative communications solutions and support for local brands and businesses. Kate Elliot founded this boutique communications firm in 2015, wanting to build a company rooted in trust and sustained by authentic relationships. Over a decade later, Elliot still believes that building relationships is the best part of her job. We talked with her to learn more.
What is your business called and what does it do?
Up Public Relations is a boutique communications firm based in Halifax, Nova Scotia. We work alongside organizations to tell stories that matter, build brands people connect with and create communications that inspire action. We’re a small team that loves tackling big projects, and we believe the best results come from genuine partnership.
What made you want to do this work?
When I founded Up in 2015, I set out to build a company rooted in authenticity, trust and meaningful relationships. I’ve always believed that communications is about connecting people and helping organizations tell stories that make an impact.
What started as just me has grown into a team I’m incredibly proud to be a part of. Alongside my co-collaborator, Jennifer Ashton, we’ve been fortunate to build a company that’s guided by those same values every day.
What problem did you want to solve with the business?
Communications can feel overwhelming, especially for organizations that are already wearing a hundred different hats. We wanted to create a space where partnership and collaboration come first.
By taking the time to understand each organization’s goals, audiences and values, we’re able to develop communications strategies that are creative, intentional and tailored to their unique needs. We don’t believe in one-size-fits-all communications. Every organization is different, so every strategy should be too.
Who are your clientele/demographics?
Many of our partners are small and medium-sized businesses and organizations. Over the years, we’ve had the privilege of partnering with post-secondary institutions, healthcare organizations, Indigenous communities and organizations, municipal and provincial governments, tourism operators and organizations across Nova Scotia and beyond. While we’re grateful for every partnership, there’s something especially rewarding about supporting the organizations—and the people behind them—that help make our province such a vibrant place to live, work and grow.
How does your business make money? How does it work?
Every partnership is different. Some organizations work with us on an ongoing basis, where we become an extension of their team and provide strategic communications support. Others bring us in for one-time projects, such as brand development, website design, communications strategies or campaigns. Regardless of the scope, our work always starts the same way: by listening, understanding their goals and developing an intentional approach that helps them achieve real results.
Where in the city can we find your profession?
Everywhere! That’s one of the things we love most about communications. No two days are ever the same. One day, we’re meeting a partner over coffee, and the next, we’re capturing and creating content, facilitating a strategy session, supporting an event or collaborating virtually. We work remotely, but you’ll often find us out in the community, wherever the work takes us.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
“What sets you apart?”
Many communications firms offer excellent services, so one of the best questions you can ask is what sets them apart. For us, it’s how we show up for the people we work with.
At Up, we believe the best work is built on trust, collaboration and a genuine commitment to being a trusted partner. When it comes to supporting the organizations we work with, the extra mile is where we shine. We care deeply about their success because we believe in the work they’re doing and the impact they’re making in their communities. That’s what motivates us, and we believe it’s what makes all the difference.
What is the best part about what you do? What is the worst part?
The best part is building relationships. Some of the people who came to us as clients a decade ago are now friends, collaborators and people we love to cheer for. That’s a pretty special part of what we do.
The hardest part? Caring so much. When our partners are navigating challenges, we feel those challenges too. But I also think that’s what makes us good at what we do.
What is your favourite joke about your own profession?
One of the biggest misconceptions about PR is that we’re all professional party planners.
To be fair… occasionally there’s cake involved.
Where can we follow you?
You can find us through our website and on social (Instagram, Facebook and LinkedIn). We love sharing client stories, behind-the-scenes moments and the occasional reminder that communications can be really fun.
PAY IT FORWARD: What is another local business that you love?
We’d love to give a shoutout to Stef Claire Photography. Stef is an incredibly talented photographer, a frequent collaborator and someone we’re grateful to call a friend. She has a gift for making people feel comfortable, seen and celebrated. We admire not only the beautiful work she creates, but the thoughtful way she runs her business. She’s someone we’re always cheering on.
