Montréal (Québec), May 26, 2026 – Capital-Image is proud to announce that it received a Gold Award last night in the Best Use of Media Relations (Budget of $75,000 or Less) category at the Canadian Public Relations Society (CPRS) Excellence Gala, held this year in St. Andrews-by-the-Sea, New Brunswick. The award recognizes the excellence of the campaign led by Capital-Image for the inauguration of the Pavilion de soins palliatifs et de fin de vie in Northern Lanaudière, a project born from a close collaboration between Medifice Inc., the local Integrated Health and Social Services Center (CISSS), Desjardins, and the Fondation pour la Santé du Nord de Lanaudière. Through a strategic communications approach, Capital-Image successfully elevated this regional story to both provincial and national levels.
The CPRS Awards of Excellence celebrate the best public relations campaigns and practices across Canada. This recognition highlights a media relations strategy that successfully combined strategic thinking, rigour, empathy and the mobilization of a broad network of partners around a project with significant social impact.
“This recognition is especially meaningful because it celebrates a mandate where media relations helped showcase a deeply human, purpose-driven project rooted in the needs of the community. The award also reflects the strength of the collaborative work undertaken by our team to transform a highly local story into a broader public conversation. These are exactly the kinds of mandates that demonstrate the true value of public relations. We were deeply moved by the cause and are extremely proud that this campaign has been recognized by our peers across Canada as a model of excellence,” said Silvie Letendre, PRP, APR, FCPRS, President of Capital-Image.
Implemented over a six-month period, the strategy developed by Capital-Image sought to establish a compelling media narrative around a complex project involving multiple institutional, philanthropic, community, and political partners. The approach was designed to maximize the reach and credibility of the project’s messages and communications, all of which were grounded in dignity, compassion, and a people-first perspective. By focusing on unifying messages, the campaign generated more than 12.5 million media impressions and exceeded all of its established objectives.
About Capital-Image
Founded more than 35 years ago, Capital-Image is an integrated communications agency that provides communications, public relations, reputation management, marketing communications, influencer marketing, content creation, digital communications, corporate communications, crisis and issues management services to a wide range of clients. Its operations are certified A+, the benchmark of excellence for professional quality and client service among public relations firms in Quebec. In addition, Capital-Image was one of the first communications agencies in Montreal to achieve carbon-neutral certification, a distinction it has maintained for the past 17 years.
For more than 30 years, Capital-Image has partnered with Proof Strategies, which has offices in Toronto, Ottawa, and Washington, D.C. and are affiliated with the WE (Waggener Edstrom Communications) network, which operates more than 20 offices worldwide.
-30-
Media Contact:
Camille Gagnon
Senior Consultant, Capital-Image
cgagnon@capital-image.com
C: 514 518-2681