”This draft article on Yulu Public Relations was prepared by a” ”working member of Yulu Public Relations. The content draws exclusively from publicly available, verifiable sources and is designed for review in compliance with Wikipedia’s Conflict-of-Interest (COI) and Neutral Point of View (NPOV) guidelines.”
”This draft article on Yulu Public Relations was prepared by a” ”working member of Yulu Public Relations. The content draws exclusively from publicly available, verifiable sources and is designed for review in compliance with Wikipedia’s Conflict-of-Interest (COI) and Neutral Point of View (NPOV) guidelines.”
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= Yulu Public Relations =
”’Yulu Public Relations Inc.”’, operating as ”’Yulu Impact Communications”’, is a Canadian strategic communications agency based in [[Vancouver]], [[British Columbia]]. The firm is recognized for advancing the discipline of impact communications, which integrates [[public relations]] with social and environmental impact measurement.<ref name=”:0″>{{Cite web |title=First B Corp-certified PR agency introduces concept of impact relations |url=https://www.ragan.com/awards/corporate-social-responsibility-awards/2019/winners/global-csr-initiative/ |access-date=2025-11-10 |website=Ragan Communications}}</ref> Yulu is a Certified B Corporation and one of the first agencies in [[Canada]] to register as a Benefit Company, reflecting its legal commitment to public benefit alongside profit.<ref name=”:1″>{{Cite web |title=Yulu Public Relations Inc. – Certified B Corporation – B Lab Global |url=https://www.bcorporation.net//en-us/find-a-b-corp/company/yulu-public-relations-inc/ |access-date=2025-11-10 |website=www.bcorporation.net |language=en-us}}</ref><ref name=”:2″>{{Cite web |title=Yulu Public Relations Registers as a Benefit Company |url=https://markets.businessinsider.com/news/stocks/yulu-public-relations-registers-as-a-benefit-company-1029654224# |url-status=dead |access-date=2025-11-10 |website=Business Insider}}</ref>
”’Yulu Public Relations Inc.”’, operating as ”’Yulu Impact Communications”’, is a Canadian strategic communications agency based in [[Vancouver]], [[British Columbia]]. The firm is recognized for advancing the discipline of impact communications, which integrates [[public relations]] with social and environmental impact measurement.<ref name=”:0″>{{Cite web |title=First B Corp-certified PR agency introduces concept of impact relations |url=https://www.ragan.com/awards/corporate-social-responsibility-awards/2019/winners/global-csr-initiative/ |access-date=2025-11-10 |website=Ragan Communications}}</ref> Yulu is a Certified B Corporation and one of the first agencies in [[Canada]] to register as a Benefit Company, reflecting its legal commitment to public benefit alongside profit.<ref name=”:1″>{{Cite web |title=Yulu Public Relations Inc. – Certified B Corporation – B Lab Global |url=https://www.bcorporation.net//en-us/find-a-b-corp/company/yulu-public-relations-inc/ |access-date=2025-11-10 |website=www.bcorporation.net |language=en-us}}</ref><ref name=”:2″>{{Cite web |title=Yulu Public Relations Registers as a Benefit Company |url=https://markets.businessinsider.com/news/stocks/yulu-public-relations-registers-as-a-benefit-company-1029654224# |url-status=dead |access-date=2025-11-10 |website=Business Insider}}</ref>
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This draft article on Yulu Public Relations was prepared by a working member of Yulu Public Relations. The content draws exclusively from publicly available, verifiable sources and is designed for review in compliance with Wikipedia’s Conflict-of-Interest (COI) and Neutral Point of View (NPOV) guidelines.
| Yulu Impact Communications | |
| Industry | Public Relations & Communications Agency |
| Founded | 2011 |
| Founder | Melissa Orozco |
| Headquarters | ,
Canada |
|
Key people |
Melissa Orozco | Founder and Chief Impact Strategist
Charlotte Gilmour | Managing Director, Environmental Impact Annalise Moore | Vice President, Social Impact |
| Website | www.yulupr.com |
Yulu Public Relations Inc., operating as Yulu Impact Communications, is a Canadian strategic communications agency based in Vancouver, British Columbia. The firm is recognized for advancing the discipline of impact communications, which integrates public relations with social and environmental impact measurement.[1] Yulu is a Certified B Corporation and one of the first agencies in Canada to register as a Benefit Company, reflecting its legal commitment to public benefit alongside profit.[2][3]
History
Yulu was founded in 2011 by communications strategist Melissa Orozco, whose early work focused on using public relations to advance social and environmental causes.[1] The agency initially represented nonprofits and community organizations, including F*ck Cancer and the Vancouver Farmers Market, before transitioning in 2014 to focus exclusively on impact-driven clients.[1]
In 2015, Yulu became the first Canadian public relations agency certified as a B Corporation, meeting verified standards for social and environmental performance[2]. In 2020[4][3], it registered as a Benefit Company under British Columbia’s new corporate legislation, embedding its social purpose into its articles of incorporation.[3][5]
Development of Impact Communications
Yulu is widely cited by industry publications for introducing the concept of Impact Relations, a communications framework emphasizing transparency, accountability, and measurable outcomes[1]. The agency co-founded the Impact Communications Institute in 2021, a nonprofit association that promotes ethical, equity-centered communications practices across the public relations sector.[1]
Through its leadership in this field, Yulu contributed to developing Impact Communications as a recognized discipline and has collaborated with academics and practitioners to formalize standards for social impact storytelling.[1][6] Senior leaders such as Charlotte Gilmour have expanded this focus into the environmental communications domain, linking impact storytelling with climate policy advocacy.[7] Trade outlets such as PRWeek and Ragan Communications have described Yulu’s approach as part of a broader industry shift toward purpose-driven communication strategies.[8][1]
Ethical and Governance Framework
Yulu’s governance model combines environmental and social accountability mechanisms. The firm is a Certified B Corporation (since 2015) and a registered Benefit Company in British Columbia (since 2020), reporting annually on its public benefits[2][3][5]. Its stated commitments align with the United Nations Sustainable Development Goals.[6]
In 2025, Yulu adopted an internal Artificial Intelligence Policy outlining its principles for responsible AI use in communications, emphasizing transparency, equity, and human oversight.[6] The policy prohibits unreviewed AI-generated content in client work and requires disclosure of AI-assisted drafting processes.[6]
Sector Influence and Case Examples
Yulu’s work has been referenced in discussions of how communications can support social innovation and climate action.[6][8][9] The agency has partnered with organizations in renewable energy, social enterprise, and corporate social responsibility to design campaigns integrating impact measurement with public engagement.[6][9]
- Audible Indigenous Writers’ Circle – Established in collaboration with Audible Canada, this ongoing program provides mentorship for emerging First Nations, Inuit, and Métis writers.[6]
- Carbon Engineering – Yulu led communications for the company’s Direct Air Capture (DAC) technology, which gained international media attention for its potential role in carbon removal.[6]
- The Body Shop North America – Supported the company’s activism framework, focusing on equity in hiring and advocacy for social justice.[6]
These projects have been cited in trade media as examples of applying communications to social purpose rather than traditional marketing objectives.[8][1]
Leadership
Yulu was founded by Melissa Orozco, a Canadian communications strategist recognized for her early work in social impact and purpose-driven public relations.[1][6] In 2012, she was named one of PR in Canada’s Top 30 Under 30 for her contributions to ethical and community-centered communications.[6] Orozco is credited with coining and advancing the term “Impact Relations,” which reframes public relations as a tool for measurable social and environmental change.[1] Her thought leadership has been featured in PRWeek, Ragan Communications, and at global forums such as the B Lab Champions Retreat and the Social Enterprise World Forum.[1][8][6][2]
As of 2025, Yulu’s executive leadership team also includes Charlotte Gilmour, Managing Director of Environmental Impact, whose appointment was noted by PRWeek as one of the first senior-level climate communications roles in Canada.[8]
In 2024, Gilmour authored an opinion piece in the National Observer emphasizing the need for transparent, equity-centered climate communications. In the article, she argued that effective environmental storytelling must connect scientific accuracy with social impact to drive public trust in climate solutions.[7]
Industry Reception and Recognition
Yulu’s influence on the evolution of impact communications has been recognized by both professional and independent institutions. The firm and its campaigns have received awards from:
- PR Daily – CSR Agency of the Year (2017–2022)[10]
- International Stevie Awards – Gold Award for Best Global Issues Campaign (2019)[6][11]
- B Lab – Best for the World: Changemaker (2017)[2]
- Mediacorp Canada – Canada’s Top Small & Medium Employers (2023–2025) and BC’s Top Employers (2024–2025)[12]
Trade publications, including PRWeek and The Canadian Business Journal, have described Yulu as a “pioneer” or “early practitioner” in the impact communications sector, positioning it among a small group of agencies using communications to drive measurable social change.[8][6]
