The Public
Fibre

Communicate with clarity.
Act with consistency.

We support organizations with varied profiles in defining and asserting their public positioning, both in day-to-day contexts and at key moments. Depending on the issues at stake, we act as a strategic partner or as an integrated communications lead, guiding public messaging and interventions with relevance and sound judgement. 

Strategic
Positioning

An organization’s brand is one of its most valuable assets. Its strength rests on a strategic public positioning that is deliberately defined and rigorously deployed within evolving environments. We support our clients in articulating a clear and credible positioning that strengthens their value and influence across social, economic, and institutional spheres.

  • Public speaking
  • Thought leadership 
  • Networking and events
  • Executive positioning
  • Institutional and government relations
  • Social engagement

     

Media
Relations

Media relations require direct insight into newsroom dynamics and journalists’ expectations. We help clients identify what is genuinely newsworthy and what is not, always in context. Over time, this approach has built trusted relationships with media outlets that now benefit those who entrust us with their media positioning.

  • Media relations
  • Media angles and key messages
  • Public relations tools
  • Spokesperson support and preparation
  • Media monitoring and analysis
  • Press briefings and events
     

Public
Affairs

Public affairs require a strong understanding of how public decisions are made and how institutional actors interact. Our lobbying and interest-representation support is grounded in practical experience across municipal, provincial, and federal environments. We work with organizations to structure their approach, prepare interventions, and engage the right stakeholders.

  • Diagnosis of public and sector-specific issues
  • Stakeholder analysis
  • Structuring of messages and positions
  • Institutional and government relations
  • Collective mobilization and representation
  • Political monitoring

     

Internal
Communications

Strong internal communications directly influence quality of work life and employee motivation. An external perspective gained through long-term collaboration across diverse organizations strengthens these efforts. We support internal teams in solving targeted challenges and increasing the effectiveness of their initiatives.

  • Analysis of tools and processes
  • Employee satisfaction surveys and diagnostics
  • Focus groups
  • Merger and acquisition contexts
  • Internal campaigns
  • Key messages and narratives
     

Issue and
Crisis Management

We have extensive experience managing sensitive issues, including product recalls, strikes, business closures, accidents, defamation cases, cyberattacks, and ethical controversies. Early investment in reputation and public profile strengthens organizational resilience. Proactive, adaptive crisis planning helps organizations manage periods of heightened risk.

  • Identification of sensitive issues
  • Crisis preparedness plans
  • Crisis response teams and support
  • Key messages and scenario planning
  • Spokesperson preparation
  • Issue monitoring and anticipation

     

Training and
Coaching

The impact of a launch, initiative, or transformation depends as much on message quality as on delivery. To maximize this impact, we work directly with organizations in real-world scenarios. Our case-based approach builds strong, autonomous communication practices across public speaking, internal channels, and social media.

  • Spokesperson training
  • Public speaking preparation
  • Internal communications support
  • Social media communications
  • Customized coaching
  • Executive team coaching
     

Our Fibre in Action

Discover how our public fibre comes to life alongside our clients, through concrete projects and partnerships that have made a lasting impact.

Doctors of the World

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Ficodis

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Axa Partners

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Our public fibre takes shape across a wide range of initiatives. Discover what it makes possible.  

Explore Our Portfolio

The deRabane Advantage

Recognized Expertise

More than 25 years of public relations experience working with organizations of all sizes and across all sectors.

Canada–France Reach

Bicultural expertise embedded within media, economic, and institutional ecosystems, brought together within a single team.

Trusted by the Media 

Long-standing, trusted relationships with journalists, some of whom directly recommend us to organizations.

FAQ

Why is public positioning strategic for an organization?

Public positioning is strategic because it guides all communications, helps prioritize the right topics, and ensures consistency even as contexts change. A strong positioning reinforces credibility, supports audience alignment, and protects reputation by reducing conflicting messages.

What role do media relations play today?

Media relations remain essential because the media continue to serve as trusted sources of credibility, even in the age of social media and AI. Media coverage provides external validation that an organization cannot grant itself. Media relations also help structure messages, anchor them in current affairs, and reach influential audiences beyond algorithms and proprietary platforms. Their purpose is not visibility at all costs, but the building of a credible and consistent media presence.

How do you know if a topic deserves media coverage?

A topic deserves media coverage if it offers genuine value to both the public and journalists. It must be timely, relevant, clear, and connected to a broader context. The role of an experienced agency is to apply this critical lens and distinguish what constitutes news from what belongs in internal or promotional communications.

What added value does an agency bring in securing media coverage?

An agency brings in-depth knowledge of the media landscape and established relationships with journalists, helping organizations to communicate more effectively and with greater impact. We know who to speak to, as well as when and how to engage them. This includes identifying the right angles, drafting effective press releases, and presenting information in a way that aligns with newsroom expectations. This expertise improves both the quality and relevance of the coverage obtained.

What is the difference between public relations and marketing communications?

Public relations focus on building credibility, reputation, and long-term trust with the media, stakeholders, and the public. Marketing communications primarily aim to promote products or services to consumers. While the two approaches are complementary, they serve different objectives and rely on different measures of success.

How can an organization prepare for a media crisis?

Preparation starts with anticipation. This involves identifying potential risks, defining key messages, appointing spokespersons, and establishing clear protocols. A well-prepared organization can respond more quickly, limit impact, and maintain trust, even in sensitive situations.

Intertwined for Greater Impact

Our fibres naturally connect. When intertwined, they strengthen action and expand possibilities. Explore our other fibres to see how they can support your needs.