CR & Co. is an award-winning boutique PR and Creative agency helping brands make waves in the media.
Through intentional storytelling, I help you make a splash in your industry and put your brand, small business or not-for-profit on the map by landing the kind of media coverage you could only dream of when you started your business.
I’m a little bit of Alexis Rose… A little bit of Save the Whales… And a little bit of “Can I show you my seaglass?”
CR & Co.
PR & Creative
When I was a little girl, I never in my wildest dreams thought I could tell stories for a living. But today, with over a decade of experience as a publicist and creative entrepreneur, I’ve helped clients worldwide secure brag worthy media coverage in the world’s top publications and share their stories and brilliance with the world, creating a ripple effect for their business.
At CR & Co., I work one-on-one with clients to help them make waves in their industry by seeing their company and story written about, talked about, and featured in media outlets. From the local six o’clock news to global coverage in Forbes or Business Insider, we are always sharing your story together.
Are You Ready
to Make Waves?
Want to know my PR superpower? I love to help small businesses, many of whom are based right here in Atlantic Canada, get their story told in the kind of brag-worthy media outlets around the world their competition could only dream about.
Yes, you can be a Maritime business and get featured in Forbes, Business Insider, MacLeans, Bloomberg, and more.
Let’s Work Together
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The Tidal Package is my signature and the one I recommend most for brands looking to make the biggest splash. Whether you’re launching your business or a new product, offering, or event - this package is considered all hands on deck to ensure that you have everything you need to start getting media coverage.
The Tidal Package is the Perfect Catch for you if:
You’re an established small business, entrepreneur or not-for-profit ready to get consistent media coverage month-over-month that will make your competition green with envy.
You (or someone on your team) can dedicate 1-2 hours a week (often less) to working with a publicist to answer media queries, prep for interviews, and chat strategy & ideas.
Aside from the expected growing pains, things are smooth sailing at your company, and you don’t have a deep sea locker of skeletons and secrets. Translation: If you’re looking for crisis PR, it ain’t me, babe.
You are comfortable investing between $3,000 to $4,000 monthly on PR for a minimum of four months, but you’ve also got your eyes on the horizon and are open to investing in PR long-term.
What’s Included:
Earned Media Strategy and PR Road Map, created just for you within two weeks of our kickoff call.
24/7, high tide or low tide access to your exclusive Media List and PR Dashboard that is updated in real-time so that you can always know what’s happening behind the scenes, no mystery here.
A weekly touch-base, if needed, to chat about our direction, new ideas, upcoming interviews, or gush over the weather - I am Canadian, it’s what we do.
Proactive AND reactive outreach to media across North America, including digital, print, TV, radio, podcasts and everything in between. If you’ve got a dream outlet in sight, I’m here to help make it happen.
The creation of press releases for events and launches as needed. Writing great press releases is one of my PR superpowers.
I am happy to provide media training as part of the Tidal Package, and I’ll be available before every interview to prep you if needed, including custom talking points.
Parlez-vous francais? As a proud Acadian, all my services and packages are available in English and French.
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My second most popular PR package is the Ripple Package. We’re not quite making tsunami waves but we’re creating consistent motion in the media ocean to get your brand noticed.
The Ripple Package is the Perfect Catch for you if:
You’re a busy small business owner, entrepreneur, not-for-profit that would like to feel the power of media coverage, but you know that in this season of your life (and business), you’re unable to commit a lot of time to work with a publicist to get media coverage.
In the tourism industry and launching a seasonal offering, tour, festival or event? Thinking you need a little PR media magic but know you have zero capacity to handle the logistics? The Ripple Package could be perfect for you in
In a perfect world, you’d be happy with 1-2 great pieces of media coverage a month with minimal effort required on your end.
You’re comfortable spending between $1500 to $2,000 monthly on PR for your business for a minimum of 3-6 months. You’re also open to exploring long-term PR options too.
What’s Included:
Following our kickoff meeting, I’ll create a very strategic strategy that we will adjust month over month to ensure that we’re going after the types of media wins you need most right now. It will include targeted media outlets for that month AND media angles sure to lure those outlets right in.
We’ll identify up to 8-10 outlets to pitch on your behalf strategically each month.
24/7, high tide or low tide access to your exclusive Media List and PR Dashboard that is updated in real-time so that you can always know what’s happening behind the scenes, no mystery here.
A monthly touch-base to set monthly goals, identify what outlets we want to pitch and discuss possible angles and themes.
Talking points and recommendations ahead of each secured media interview.
Parlez-vous francais? As a proud Acadian, all my services and packages are available in English and French.
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Over the last 8 years, I’ve successfully built a lifestyle brand with fans and followers around the world, securing media attention in outlets such as CBC The National, The Weather Network, CTV News, Global News and more, while reaching over 8M people on Instagram and Facebook in 2023.
After building my community with East Coast Mermaid, you could say I know a thing or two about creating an authentic brand and growing that brand on social media. This is why, in 2024, I’m thrilled to offer the Splash Package now to help small businesses and brands in the lifestyle, food and beverage, and tourism industries create more content and share more stories on social media.
The Splash Package is the Perfect Catch for you if:
You’re a small business in the lifestyle, food and beverage, or tourism industry that is creating great content and growing steadily on social media, but you still feel like there is something missing. You want to create and share more stories, but you’re unsure where to start or how to truly double down on your online brand presence.
You have someone in-house capable of managing your social media accounts, but they could use an extra creative brain to come up with content strategy and ideas.
You’re comfortable spending between $750 to $1,500 a month on social strategy and content creation for a minimum of 4 months.
What’s Included:
A monthly content strategy meeting to discuss goals and ideas and to create a plan for the content we’ll create together that month.
Depending on your goals, I will create a monthly content plan featuring 2 to 5 pieces of unique content a week that can be customized and tweaked for Instagram, Facebook, TikTok, LinkedIn, Threads, and Twitter.
Need help creating all of that content? We can identify how I can help photograph or shoot content for you, so you can focus on what you do best - grow your business.
As a digital creator, I have a serious pulse on social media trends and what's working and what's not, and I can share that insight with you in each month's unique strategy.
Creation and management of a Social Content Calendar that we'll all have access to that will be updated as we post. This will always be kept updated in real time.
Parlez-vous francais? As a proud Acadian, all my services and packages are available in English and French.
Hi, I’m Crystal
Crystal Richard is the award-winning entrepreneur and publicist behind CR & Co., a bilingual boutique PR and creative agency that helps small businesses, not-for-profit organizations, and brands make waves in the media.
In over a decade as a publicist, she has helped her clients secure dreamy media coverage from Forbes, Bloomberg, Cosmopolitan, Canadian Business Magazine, New York Magazine, CBC, GQ, MacLeans, the Globe and Mail, Chatelaine, Business Insider, CTV News, Global News and more.
A natural storyteller since birth, Crystal is also the Founder of East Coast Mermaid, a lifestyle brand helping people worldwide develop a coastal crush on New Brunswick. In 2023, she was featured on CBC’s The National, The Weather Network, and CTV News multiple times, sharing her coastal lifestyle and Maritime treasures.
She, her husband, and their thumbed-cat Bella divide their time between the mainland and Grand Manan Island, where she can often be found searching for seaglass or moonlighting as crew on a whale-watching boat.
She’s passionate about keeping straws out of sea turtles’ noses and saving the whales. She donates a portion of her profits to various ocean conservation organizations annually, including the Campobello Whale Rescue Team.
