Every community. Every conversation.
Culturally relevant campaigns that reach B.C.'s and Canada's diverse communities through the media and digital voices they already trust.
Canada's audiences are not one audience. Metro Vancouver is one of the most culturally diverse regions in North America, served by a rich landscape of multicultural media outlets, digital leaders and platforms — and brands that only communicate through mainstream English-language channels are missing whole communities. Multicultural PR closes that gap.
Thexton PR was one of the first Canadian PR firms to prioritize and implement communications tactics for Canada's diverse communities. That means campaigns built with cultural relevance from the start — not translated as an afterthought — with outreach and influencer initiatives across Chinese and South Asian media, and platforms such as WeChat and Weibo.
Using personalized outreach, Rachel Thexton connects with diverse audiences from within Canada's multicultural communities: the newspapers, radio and TV programs, digital publications and content creators that each community reads, watches and trusts. Your voice joins timely dialogues across cultures, sparking conversation with lasting impact.
How we help.
- Multicultural media strategy for campaigns in Vancouver, across BC and Canada-wide.
- Outreach to Chinese and South Asian media outlets — print, radio, TV and digital.
- Campaigns and influencer initiatives on WeChat, Weibo and community platforms.
- Culturally relevant messaging and story angles developed with each community in mind.
- Multicultural digital-influencer and content-creator partnerships.
- Integration with mainstream media relations so every campaign reaches every audience.
Frequently asked.
What is multicultural PR?
Multicultural PR is public relations designed to reach communities in the media they actually consume — which is often not mainstream English-language media. It means building culturally relevant campaigns for specific communities, working with multicultural newspapers, radio, TV and digital outlets, and partnering with the content creators those communities trust. Done well, it is planned into a campaign from the start, not added as a translation afterward.
Which communities and platforms does Thexton PR work with?
Thexton PR runs outreach and influencer initiatives across Chinese and South Asian media in B.C. and Canada, including campaigns on WeChat and Weibo, alongside the multicultural digital leaders and content creators serving these communities. The firm was one of the first in Canadian PR to prioritize communications tactics for Canada's diverse communities.
Why does multicultural outreach matter for a Vancouver brand?
Metro Vancouver is one of the most culturally diverse regions in North America, and a large share of its residents get news and recommendations from multicultural media and platforms like WeChat rather than mainstream English-language outlets. A campaign that skips those channels simply never reaches those audiences — customers, clients and community members who would otherwise never hear your story.
Can multicultural PR be combined with a mainstream media campaign?
Yes — that is how Thexton PR prefers to work. The strongest campaigns tell one story across mainstream media, multicultural media and social channels at the same time, adapted so it is culturally relevant in each. One firm running both sides keeps messaging consistent while reaching every community that matters to your brand.
Let’s tell your story.
Every campaign starts with a conversation — with the same person who will run your PR from day one.
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