Lucid helps build brands that everyone loves

About Us

We believe that the best way to generate exceptional results is to love what you do, have fun while you're doing it, and most of all: be good at what you do.

Lucid Communications is a full-service and no-nonsense boutique Public Relations agency with a small team of results-driven, senior PR executives specialized in aligning modern lifestyle brands with influential audiences and journalists. For over 22 years, Lucid has carved out a niche in the industry, becoming the agency of choice for sustainable and conscious lifestyle brands looking for editorial coverage in both the U.S. and Canada.

We have developed a unique PR formula for emerging and established fashion, beauty, health & wellness, and lifestyle brands to grow their business by generating credibility and buzz through high-profile media exposure, propelling new product and brand launches, and creating thought leadership campaigns to position clients as experts in their field.

What We Do

We're constantly evolving and adapting to new technologies and methodologies to keep our clients top-of-mind and relevant in a rapidly changing industry. From major fashion labels, indie beauty collections, health & wellness brands to holistic nutritionists, we have a deep well of knowledge and experience in all things lifestyle. We work one-on-one with our clients to develop a strategy that reaches and exceeds their brand, product and industry goals. Specializing in clean beauty, fashion, health and wellness and sustainability, we practice what we preach and live and breathe the lifestyle. Lucid helps cut through the clutter and tells our client's story authentically to media. Lucid combines a boutique PR firm's personalized client service, efficiency, and cost benefits with a large PR firm's senior-level staff experience and expertise. We have a track record based on established relationships, not 'spray and pray' tactics - not to mention an incredibly tight and up-to-date contact list and close relationships with our media partners. We position our clients' products and stories into the right hands at the right time, the basis of success in authentic press coverage.

We have devised a small business PR formula that works on two to three fronts. While we get our clients in front of consumer outlets and key lifestyle outlets to review the product's features and benefits, we also establish the company founders in stories as thought leaders in their field. This type of exposure is paramount for attracting and sustaining investors, building credibility in their industry, and catapulting companies to the next level. This multi-faceted campaign approach has allowed Lucid to avoid the pitfalls of traditional public relations campaigns, where post-launch media coverage fizzles in a few months. With campaigns buoyed by executive positioning, where company principles are quoted in trending industry stories, media exposure is ongoing, even when the client has no significant news to promote.

Lucid has become a disruptor in the industry by approaching public relations in this manner, enticing our clients to leave the big box Toronto, LA and NYC PR firms while gaining more coverage and attention at a fraction of the cost.

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Who We Are

MICHELLE CALVERT WAS BORN at a very young and tender age.

Shortly thereafter – about 40 odd years – she launched a modern lifestyle PR agency focusing on creative thinking and changing perceptions. Taking on a no-nonsense approach to the industry, Calvert has led Lucid into its 21st year of business and has become a well-established firm offering personalized client service, efficiency and cost benefits of a boutique PR firm, leaving the big-box, traditional, over-priced PR firms behind in her dust.

Calvert has carved out a niche for herself, positioning Lucid as the sustainable and clean beauty PR agency of choice for both the US and Canada. Combining her core values of living clean with her passion for health and wellness, she is a natural fit with any brand looking to partner with a company that speaks its language and can genuinely communicate it to the press.

She has held the position(s) of Regional Director of Fashion Group International Toronto and Los Angeles, taught at the International Academy of Design and Technology PR to Fashion Merchandising students, and has been sourced as an industry expert herself, both on and off camera. Additionally, Michelle gives back to Princess Margaret Foundation, Second Harvest, Rethink Breast Cancer, The Regent Park School of Music, and The MacLaren Art Centre. In memory of her mother, Gloria, Michelle also instituted her own fundraiser, Hit the Slope for Hope, a charity ski event raising funds and awareness to build the Simcoe-Muskoka Regional Cancer Centre at Royal Victoria Hospital in Barrie.

Michelle splits her time between Toronto, New York City and Los Angeles. Whichever time zone you catch her in, she is most likely hiking with her rescue dog, Iggy Pup, playing euchre with her girlfriends on her clunker boat on Toronto Island or at an exercise class. With a background in dance, Michelle is a fitness fanatic, packing her Google Calendar with as many dance cardio and spin classes as her body can take!

With an entrepreneurial spirit, hankering for every movement modality, and effortless spunk, Michelle embodies holistic and conscious wellbeing by partnering with sustainably driven and radically inspiring brands at Lucid. Calvert's chutzpah* enables her to set her brands apart from their competitors, bottom-line.

* chutz·pah also hutz·pah n : (Yiddish) unbelievable nerve; esteem; boldness.

Alanna leads as an Account Director at Lucid Communications with extensive experience with all project management, events coordination, creative/design, and social media management. Initially joining the team back in 2009 as an intern from the Humber College Fashion Business program, Alanna has been honing her skill set for a decade while also completing a Digital Design course at HackerYou. She prides herself on her clear communication skills and creative ability to connect and share the remarkable stories of Lucid's clientele.

With a long-time passion for health and wellness, Alanna was naturally drawn to yoga and completed her 200hr yoga certification with Power Yoga Canada back in 2014. Understanding the importance of being mindful for one's self and the world we live in, working with like-minded client's allows Alanna to have an authentic approach to implementing multi-faceted PR plans that communicate our client's unique visions.

Alanna's extensive experience in the health and wellness industry combined with working in PR for over the last decade has allowed her to form incredibly strong relationships with like-minded clients and media. She ultimately contributes to a personalized environment that creates unparalleled opportunities for collaboration and new creative avenues.

Here’s a sneak peek into our Annual Media Preview’s Home for the Holidays and Spring Fever that we host twice a year in both NYC and Toronto for major national media and influencers.

• Note that we have had to transition from ‘real life’ events to hosting these bi-yearly events over Zoom. So instead of Jetsetting to NYC and Toronto hitting up the major media centers, we were successfully able to move it to a virtual platform, and quite honestly amped up our audience reach. We are still able to maintain ‘facetime’ with our media guests, and get immediate feedback - while one of our staff moderated the chat room throughout. The silver lining is we also be able to reach more media over having them physically come to the events in either city! We have now hosted three of these, and have over 100 major media outlets join in for the call, garnering a ton of press for our clients and keeping them fresh in their radar with as close to ‘hands on’ way of telling their story, and highlighting key products and new product launches.