Changing Minds in Atlantic Canada

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About Us

Public Affairs Atlantic Inc. is a Halifax-based consultancy that provides senior communications counsel to corporations and governments throughout Atlantic Canada.

The firm was founded by Noel Sampson and Jim Meek and joined by Sasha Irving, to provide senior, strategic communications advice to decision-makers in the private and public sectors.

The Public Affairs Atlantic team has decades of experience helping international, national and regional clients. We pride ourselves on collaborating directly and confidentially with clients to help them achieve their business goals.


Communications Consulting
Need a professional  review of your plans, communications needs and opportunities?
We can help with:
  • Strategic Thinking
  • Advice & Client Coaching
  • Messaging & Writing
  • Planning & Executing
  • Audience Outreach
Issue & Advocacy Campaigns
Do you need to affect government decisions by creating public support for your position?
We can help with:
  • Campaign Planning & Execution
  • Creative Messaging & Collateral Production
  • Go To Market Channel Selection
  • Campaign Tracking
Wondering how to interact with and deliver your messages through
traditional and new media?
We can help you with:
  • Choosing The Right Media Channel/Platform
  • Message Development & Media Training
  • Media Outreach & Advocacy
Will government policies or regulatory changes affect your organization?
We can help with:
  • Intelligence Gathering
  • Strategy Development & Government Outreach
  • Public consultations & Hearings Support
Is your organization facing threat or emergency situation impacting your operations?
We can help with:
  • Crisis Planning & Training
  • Real time counsel & support
  • Traditional and social media engagement and response

This place is down-home, friendly, complex and challenging. Atlantic Canada is more than meets the eye.

With a population of only 2.3 million people, the region features four distinct provinces with 172 MLAs or MHAs, 32 federal MPs, and hundreds of municipalities, incorporated villages, local service districts, cities and towns.

The region also has 17 universities, thousands of community organizations, and dozens of media outlets.

More than ever in Atlantic Canada, making the right choices for your organization demands an understanding of the relationships among corporations, governments, customers, media, and citizens.

In this complex environment, Public Affairs Atlantic can help.



We help clients communicate effectively to get things done.

We work with clients to open new businesses and close old ones. Compel governments to act and stop them from acting. Generate media attention and avoid it. Prepare for a crisis and respond in a real one.

Launch campaigns and derail opposing ones. Understand public opinion and change it. We think a lot and write enough. We plan ahead and pursue relentlessly.


We provide discreet communications advice to business and government leaders.

We pride ourselves on thinking clearly, speaking directly, and taking the surest path to success. We are often told we are seasoned, friendly and approachable.

We always work in confidence. We always look out for our client’s interests. That is our commitment.

Our Team

Noel Sampson


Noel Sampson is one of Atlantic Canada’s most experienced and accomplished communications consultants. Prior to entering the private sector, he served as an Atlantic Canadian advisor inside the Prime Minister’s Office. His deep awareness of the region’s public environment enables him to provide expert counsel to CEOs, political leaders and senior communicators. Noel has an Honours Bachelor of Business Administration Degree (Marketing) from St. F.X. University. He regularly speaks to organizations and participates on conference panels discussing public relations practices and approaches. In his spare time, Noel enjoys angling and other outdoor activities, spending time with his family, and indulging his passion for U.S. politics.

Call: 1 902 471-0447

Sasha Irving


Sasha Irving is a strategic communications and public affairs leader with over 20 years of corporate, agency and government experience. Sasha has worked in complex organizations, advising Boards and C-Suite executives through times of rapid growth and change.  She has led government relations, communications, reputation management, stakeholder and community engagement efforts for businesses and government. Sasha joined Public Affairs Atlantic after 12 years in communications leadership positions with Emera Inc. and its affiliates (including Nova Scotia Power) throughout North America and the Caribbean. Sasha’s corporate experience, along with her work as Communications Director for the Office of the Premier of NS, has helped her better understand the integral role public policy plays in the success of organizations.

A New Brunswick native, Sasha holds a Bachelor of Business degree (Marketing) from Mount Allison University. In her spare time she enjoys skiing, antiquing, paddling and boating on Nova Scotia’s St. Margaret’s Bay and the Restigouche River in Northern NB.

Call: 1 902 229-5104

Jim Meek

Senior Counsel

Jim Meek has extensive experience as a consultant, public values researcher, writer, and journalist. He has worked in project planning, media relations and training, advocacy campaigning and on the front lines in crisis environments. Jim worked in senior editorial positions at The Chronicle Herald and at CBC Television News in Nova Scotia. Jim holds an MA in English literature from York University and was awarded a Nieman fellowship at Harvard University. He is also a recipient of Canada’s Hyman Solomon Award, which recognizes excellence in public policy journalism. A published author, Jim is a columnist with The Chronicle Herald and Progress, Atlantic Canada’s leading business magazine. In his spare time, Jim likes to paddle, hike, travel, read, visit family members and golf badly.

Call: 1 902 220-2076

Kristin MacNeil

Digital Communications Consultant

Kristin is a Digital Communications Consultant helping clients broaden their communications reach through digital platforms. Before joining PAAI, Kristin supported communications and event initiatives at the provincial, and federal levels working with the Nova Scotia Health Authority, Health Canada and the Cape Breton Regional Hospital Foundation. She joined PAAI this year from the department of Health and Wellness where she was a core member of Nova Scotia’s COVID-19 communications response team. Kristin has experience with social media communications, crisis communications and issues management, event coordination and planning, working with stakeholders, and developing key messages to support media responses.

Kristin has a Bachelor of Public Relations degree and a Certificate in Marketing from Mount Saint Vincent University. In her spare time, she enjoys golfing, coaching girls’ basketball, traveling, playing the fiddle and visiting her family and friends in Cape Breton.  

Call: 1 902 802-3659






    Public Affairs Atlantic Inc.

    Suite 230
    1718 Argyle Street
    Halifax, Nova Scotia
    Canada B3J 3N6

    General Inquiries
    Call: 1 902 425-1600