With over a decade of experience in public relations, Krista Lochhead recently made the bold decision to start her own firm: Archer Public Relations. Named for Lochhead’s Australian Labradoodle and CTO (Chief Treat Officer), as well as her grandfather Archie, Archer PR is a boutique, founder-led firm that supports tourism, hospitality, food and beverage, lifestyle, and pet brands across British Columbia by pairing senior-level strategy with hands-on execution. We spoke with Lochhead to learn more.
What is your business called and what does it do?
Archer PR is a Vancouver-based boutique public relations firm that helps brands across B.C. tell better stories and turn them into real momentum. I work mainly with tourism, hospitality, food and beverage, lifestyle, wellness, and pet brands, combining strategy, media relations, partnerships, and hands-on execution to help them build visibility and trust over time.
What made you want to do this work?
After more than a decade in agency environments, I knew this was the kind of work I was built for. I’ve always been drawn to the mix of strategy, storytelling, creativity, and relationships. I like taking something complex, finding the clearest way to say it, and helping the right people understand why it matters. Over time, I realized I was at my best in fast-moving environments where there are a lot of moving parts and a real need for calm, thoughtful execution. I enjoy the pace, the problem-solving, and the responsibility that comes with helping clients communicate well when it matters. I’m especially drawn to brands with a strong point of view and teams that need both strategic thinking and someone who can roll up their sleeves and execute.
What problem did you want to solve with the business?
I started Archer PR because I saw that many good businesses had the story, but not always the clarity, capacity, or follow-through needed to tell it well. I wanted to build a business that brings strategy and execution together, helping clients sharpen their messaging, build credibility, and move forward with calm, practical support when timing and reputation matter.
Who are your clientele/demographics?
My clientele is primarily B.C.-based tourism, hospitality, food and beverage, lifestyle, wellness, and pet brands. That often includes destination organizations, hotels and resorts, restaurants, chefs, wineries, breweries and distilleries, food producers, and experience-led businesses looking to strengthen their story, build credibility, and grow through earned media and strategic communications.
How does your business make money? How does it work?
Archer PR is a boutique service business. Clients hire me to help them build credibility, visibility, and momentum through earned media and strategic communications. Sometimes that is ongoing PR support, and sometimes it is tied to a specific need like a launch, media outreach, a partnership, or crisis planning. The work usually starts with strategy and planning, then moves into execution and follow-through, so clients get both senior counsel and someone who can carry the work through.
Where in the city can we find your profession?
PR is not a one-location profession. You will find us wherever brands, media, and communities meet, at openings, tastings, launches, site visits, photoshoots, newsrooms, and usually somewhere in the middle of it all with a laptop and a backup phone charger.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
The best question a prospective customer can ask is, “How do you define success for a business like mine, and how do you decide what is actually worth pursuing?”
My answer would be that success in PR is not one-size-fits-all. Sometimes it is earned coverage and visibility. Sometimes it is stronger positioning, better stakeholder alignment, or a clear communications plan during a sensitive or high-pressure moment. Good PR is not about pitching everything to everyone or chasing attention for the sake of it. It is about understanding the business objective first, then identifying the stories, timing, angles, and opportunities that are actually credible and worth pursuing. The best PR support is grounded in strategy, backed by judgment, and focused on what will move the business forward.
What is the best part about what you do? What is the worst part?
The best part is helping a good business find the clearest version of its story and seeing that turn into real traction, whether that is coverage, stronger partnerships, or a launch that lands well. The worst part is that PR can be unpredictable. Timing shifts, the news cycle changes, and sometimes you can do everything right and still have to pivot quickly.
What is your favourite joke about your own profession?
One of the biggest jokes about PR is that we are all spin doctors with a magical media Rolodex. I wish. Good PR is really about having a clear strategy, a smart plan, strong relationships, and the credibility to tell a story people actually care about. Archie, our Chief Treat Officer, understands this instinctively. He knows trust comes first, and treats help.
Where can we follow you?
You can find Archer PR online at archerpr.ca and on Instagram and Facebook. I’m also always happy to connect directly by email.
PAY IT FORWARD: What is another local business that you love?
Another local business I love is Chef Dez Lo Catering. I’ve had the chance to work with Dez, and she is incredibly talented and extremely funny. She brings Top Chef-calibre food (she was Season 10 runner-up) and a real sense of occasion to private dinners, corporate events, and special experiences.
