Founded in 2001, Sass Communications Inc. is a boutique public relations agency specializing in media, stakeholder and community relations. Since its inception, Sass has developed a solid reputation as one of Calgary’s most result-conscious, efficient and easy to work with agencies.
Sarah Geddes, Founder & Principal
Sarah has diverse public relations experience in various industries, including publicity and media relations, social media, marketing communications, internal communications, crisis communications, community investment and special event planning. To sum it up, Sarah is good at creating conversation, regardless of the intended audience.
She began her career at Chateau Lake Louise where she developed and implemented a multi-faceted public relations program including proactive media relations, crisis communications, community relations, and special event planning. In addition, Sarah was responsible for overseeing the hotel’s environmental program, including the development and supervision of all green initiatives and for generating public awareness of conservation messages through a media relations campaign. Her efforts led to Chateau Lake Louise’s recognition as Green Hotel of the Year in 1997.
In 1998, she was offered a contract position with Canadian Pacific Hotels in Toronto to announce the Company’s acquisition of Princess Hotels, including properties in the US, Mexico, Barbados and Bermuda.
Following the contract, she relocated to Vancouver to open the newest hotel in the portfolio, The Fairmont Vancouver Airport. Charged with the planning and execution of an aggressive media relations campaign to create awareness of the new product, Sarah oversaw all aspects of media relations, community relations, government relations, special event planning and environmental stewardship. Sarah was soon after promoted to Communications & Promotions Manager for all three of the Company’s Vancouver properties where she had continued responsibility for media relations and event promotions.
Sarah moved to Calgary in 2000, joining a local public relations agency, Enslin Group, as Account Executive. Within a year, she was promoted to Vice President, Client Services, overseeing all aspects of agency management. In this capacity, Sarah had the opportunity to work on a diverse range of client portfolios including Banff Centre, Chinook Centre, Genstar Development Company, Kicking Horse Mountain Resort and TransCanada Pipelines.
In October 2001, Sarah founded Sass Communications. In September 2002, Sarah’s entrepreneurial spirit and success was recognized by CalgaryInc magazine and she was presented as one of the year’s ‘Top 40 Under 40’. In 2003, she was recognized by the Calgary Herald as one of the ‘Top 20 Calgarian’s to Watch’. And the rest they say, is history!