PR SERVICES IN
Sunderland.
PR is persuasion in public. It's reputation, trust and narrative — all rolled into one. At CannyWorks, we craft stories that the media actually wants to publish.
CANNYWORKS CLIENT GOES VIRAL AGAIN
"This is exactly the kind of story our readers have been waiting for. Authentic, timely, and perfectly pitched."
What We Do
We position your story where influence lives. Click cards for details.
Media Strategy
Narrative development that cuts through the noise.
Press Releases
Stories that journalists actually want to open.
Media Lists
Tailored databases of relevant contacts.
Thought Leadership
Op-eds and editorial placement for founders.
Outreach
Building long-term relationships, not spamming.
Broadcast
TV and radio coordination and prep.
Why It Works
The Reach
Whether you’re launching a new service, tackling a crisis, scaling nationally or entering new markets.
PR & Communications Sunderland | Strategic Media Relations
The Power of Voice in the Wearside Community
Sunderland is a city built on stories. From the legendary tales of the "Lambton Worm" to the gritty industrial narratives of the shipyards and coal mines, communication has always been the lifeblood of this community. In 2025, your story is told across social media feeds, digital news outlets, community forums, and industry publications.
At Canny Works, we provide comprehensive PR & Communications services in Sunderland. We understand that effective PR is about strategic reputation management—ensuring that when people in the SR postcode think of your business, they think of trust, innovation, and community value. Whether you are a local charity near Mowbray Park, a tech firm in the Software Centre, or a global player at the Vaux site, we help you find your voice.
Navigating the Sunderland Media Landscape
- Traditional Media Relations: A feature in the Sunderland Echo, BBC Radio Newcastle, or ITV Tyne Tees provides third-party validation that paid advertising cannot buy. We know what local journalists are looking for.
- The Rise of the Digital Influencer: From local lifestyle bloggers to LinkedIn thought leaders—we identify key digital voices and facilitate authentic partnerships with the Sunderland audience.
- Stakeholder Communications: Professional briefings, white papers, and annual reports for local councillors, investors, and major stakeholders like Sunderland City Council.
Why Every Sunderland Business Needs a PR Strategy
Building Trust
Sunderland values authenticity. We help you communicate successes without the fluff, building a bedrock of trust with the local audience—honest, smart, and relatable.
Boosting Digital SEO
When reputable news sites link back to your website, Google sees your business as an authority. Digital PR is one of the most effective ways to climb search rankings.
Attracting Top Talent
Strong PR highlights your company culture, CSR initiatives, and vision, making you the employer of choice for University of Sunderland graduates and experienced professionals.
Our PR & Communications Toolkit
- Press Release Writing & Distribution: "Punchy" stories that get picked up
- Media Training: Preparing executives for interviews at The Beam or on-camera
- Event PR: Ensuring the right people attend and the story is captured
- Internal Communications: Aligning your Sunderland staff with company goals
- Thought Leadership: Ghostwritten articles for industry journals and local business magazines
Our Research-Led Approach
- 1Discovery: Audit your current reputation in the North East
- 2Strategy: Define your three key messages for Sunderland
- 3Execution: Roll out across earned, owned, and shared media
- 4Evaluation: Track sentiment, reach, and business impact
Serving All Areas
- City Centre & Sunniside: The urban heart of Wearside
- Washington & IAMP: Industrial excellence and innovation
- Coalfield Area (Houghton/Hetton): Traditional and emerging businesses
- The Coast (Roker/Seaburn/Whitburn): Leisure and tourism
Tell a Story Worth Hearing
Sunderland is a city finally getting the recognition it deserves—a city of grit, heart, and immense potential. Your business is a vital part of that tapestry, but in a world of constant noise, you need a professional partner.
At Canny Works, we combine local passion with professional precision. Let us help you build a reputation with PR and communications in Sunderland that stands the test of time.