Publicist Q&A: Getting to Know Amy Burstyn-Fritz, Partner of the Knot Group

The Knot Group is a Toronto-based PR and event management and production group, specializing in clients in Arts & Culture, Fashion & Beauty, and Health & Hospitality. The agency recently announced their international expansion into the US and Latin American market with representatives in PR and Event Management based out of New York City. TKG’s phased expansion is a direct response to increasing opportunities they have identified in the Canadian market and the commitment to provide top-level service for their clients on a full-service scale, both in Canada and abroad.

How did you get started in PR? What was your first job?

I was an English major in university and initially thought I wanted to be a journalist. My first job was with Fashion Magazine as their acting online editor. Through my work in this position I had the opportunity to work with a wide range of PR firms and found I had a strong affinity with this other side of the business. Shortly after my contract ended I decided to cross over and took on a PR role with a boutique agency in Toronto.

The Knot Group Office Designed by Lisa Canning Interiors 

What is the mood like in the office? What are you working on right now?

The office is always busy and bustling with exciting projects on the go. As we lead into September we have a number of marquee events surrounding TIFF including Toronto Life’s Best Dressed event, Birks Diamond Tribute to the Year’s Women in Film in partnership with Telefilm and the Canadian Art Foundation’s 20th Anniversary Gala. We are also about to execute some really cool strategic campaigns for some of our retainer clients including WAXON Waxbar, Purdys Chocolatier and Aveda.

What are three must-have tools, apps, or products that are essential to your job?

All forms of computer (laptop, desktop, iPad), cell phone and Google Docs.

What makes an ideal client for your agency?

We see ourselves as an extension of the brands we work with so it’s important that we work with like-minded clients.

What is a recent success story you’re proud of?

In February we expanded our business to include a new Event Management division, planning and executing large scale events. In just a few short months we have increased our business with existing clients and retained new brands  including Birks, Town Shoes, Toronto Life, Generation Capital Ltd. and Burgundy Asset Management Ltd.

Working smart is more important

than working hard.

What’s the most important thing you’ve learned since you started working in PR?

Working smart is more important than working hard.

The Knot Group Partners, Tatiana Victoria Read, Hilary Bonebakker and Amy Burstyn-Fritz

How do you get the word out about your agency?

Word of mouth is always the most powerful tool. We pride ourselves on delivering top-level service and let our satisfied clients sing our praises.

What excites you about PR these days?

There are so many platforms in which to communicate your message these days — it makes strategizing more creative and tailored.  

Word of mouth is always the most powerful tool. We pride ourselves on delivering top-level service and let our satisfied clients sing our praises.

What cross border services do you offer?

Our mandate at TKG is always to provide the most senior level of service to our clients and have that high quality work resonate throughout all of our service sectors. On the ground in the US we have both a seasoned Event Management and Public Relations point person to provide the same wide range of services we offer in Canada including strategic planning, media relations, brand ambassador profiling, celebrity relations, writing services and content development, guest list management, vendor management, decor and concept design.

What was the process of expanding? When did you know it was time to grow?

The US was always on our radar but it was critical to us that our team on the other side of the border be highly skilled, senior representatives that are local to the market we were entering. When Hilary Bonebakker joined our team in February, having just returned from over a decade in New York, we saw a great advantage in the fact that her contact base and reputation in the US was so strong. As they say, strike while the iron is hot!

The Knot Group Office Designed by Lisa Canning Interiors 

What does this expansion mean for TKG?

We are seeing more demand from our Canadian clients to be serviced cross-border. It’s a great time for Canadian businesses to expand in the US–the American economy is surging, the operations are close to home and it can be very lucrative when done right.

It’s a great time for Canadian businesses to expand in the US–the American economy is surging, the operations are close to home and it can be very lucrative when done right.

Providing the TKG experience in the US allows us to continue to grow with our clients and opens the door to new opportunities both abroad and from International companies entering into the Canadian market.

Thanks, Amy! Keep up with Amy and the team at the Knot Group on Instagram, and Twitter!