Chantel Cassar

WORK HISTORY

EDUCATION

SKILLS

ABOUT CHANTEL CASSAR

I’m the Co-Founder of Category Communications, a Toronto-based PR agency specializing in technology, real estate, and finance. We partner with changemaking brands to craft and amplify the stories that define their categories.With over 15 years in PR and experiential marketing, I’ve led national campaigns for North American brands, startups, and scale-ups, giving me a deep understanding of how the right strategy and narrative clarity can drive real business impact. Today, AI has fundamentally reshaped how brands are discovered. This is one of the most exciting moments to be working in our industry. Recent industry research found that 89% of links cited by AI responses come from earned media, underscoring why strategic PR is central to visibility in an AI-driven landscape. At Category, we build modern PR strategies rooted in Answer Engine Optimization (AEO), helping brands strengthen discoverability, third party credibility, and long-term relevance. Our perspective on the future of earned media and AEO has been featured in Forbes.Our work spans:• Earned media and strategic media relations• Executive positioning and thought leadership• Data-driven storytelling• Influencer marketing • Experiential events and brand activations• Crisis and reputation managementBecause your brand authority requires more than press, it requires a cohesive storytelling strategy across multiple channels.Beyond client work, I am passionate about building strong, collaborative teams. In two years, we’ve grown Category from 2 to 15 talented PR professionals people that I’m incredibly proud to work alongside.I also serve on the Board of Directors for CPRS Toronto as Corporate Community Chair, committed to evolving our industry and supporting the next generation of talent.