In this episode of The Bottom Line, Erick welcomes Matt Juniper, CEO of PRAXIS, for an in-depth conversation about the evolving role of storytelling across the marketing and communications landscape. From his early days as an intern to now leading one of Canada’s top independent agencies, Matt reflects on nearly two decades in the industry—and how the definition of “PR” has expanded to include everything from earned media and influencer campaigns to experiential activations, digital content, and media buying. Matt shares insights on how his agency has grown alongside the shifting demands of clients, blending traditional public relations with modern marketing tactics to help brands tell sharper, more meaningful stories. The conversation covers everything from the rise of social media and the pressures of real-time communication to the growing influence of AI and the renewed need for strategic counsel. At its core, this episode is about leadership, adaptability, and the power of narrative to cut through noise, build trust, and create impact. Whether you're a PR professional, a brand marketer, or simply passionate about the craft of communication, this one offers plenty of inspiration and real-world perspective.