Originally published September 2020. Updated June 2026.
Vancouver-based Yulu Public Relations is one of the most-cited examples in North America of a PR firm built around impact rather than industry. Founded in 2011 by Melissa Orozco, Yulu was the first Canadian PR agency to receive B Corp certification — a designation that requires verified social and environmental performance, public transparency, and legal accountability. The firm has held and renewed that certification each cycle since.
Yulu's positioning is specific: B Corp PR, nonprofit communications, social-enterprise PR, and corporate social responsibility (CSR) communications. The agency partners with mission-driven brands — and with traditional consumer brands running mission-driven campaigns — to grow reach, shift behavior, and drive systemic change. Notable client work has included Red Bull, ALDO, Live Nation, and Carbon Engineering, the British Columbia-based carbon-capture company.
Leadership
Melissa Orozco — Founder and Creative Director
Orozco began her career in New York, working with lifestyle brands including Patrón Silver Tequila, St. Regis Resorts, and Perrier. She relocated to Vancouver in 2008 and founded Yulu in 2011. Recognition includes Marketing Magazine's 30 Under 30 and a 2012 International Stevie Award for Best Global Social Good PR Campaign for the F-Cancer initiative. Orozco served as chair of communications for the Urban Land Institute of British Columbia and led PR for the World Housing campaign, which contributed to more than 2,000 homes built for families in Cambodia.
Charlotte Gilmour — Director, Environmental Communications
Gilmour joined Yulu in 2017 with more than 15 years of experience in environmental communications. Her practice spans carbon offsetting, renewable energy, conservation, reforestation, and carbon capture. The agency's work on the Carbon Engineering awareness campaign won the PR Daily Award and the Gold Stevie Award.
Jenna Kuchinsky — Senior Operations Manager
Kuchinsky began her career with Vancouver nonprofits, coordinating fundraising and event programs. She now leads financial, administrative, and human resources operations for Yulu.
Awards
International Stevie Awards — Best Global Issues PR Campaign (2019); Best Global Social Good PR Campaign (2012).
PR Daily Media Relations Awards — Best Global Media Relations Campaign (2019).
B Lab "Best for the World: Changemaker" (2019).
PR Daily Award and Gold Stevie Award — Carbon Engineering campaign.
Where impact PR sits inside the AI era
The discipline Yulu helped define — impact relations — has become measurable in a way it could not be a decade ago. Buyers, regulators, and investors now query the chatbox before they query Google. More than a third of consumers begin product research with AI, not search. That means a B Corp's reputation, a CSR program's credibility, and a mission-driven brand's authority are increasingly arbitrated inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews — not just inside earned media coverage.
Specialist firms in the impact category have an unusual structural advantage in AI Communications: their clients are the entities AI engines are most often asked to evaluate on values, sourcing, governance, and verified third-party certification. Citation Share inside the answer engines is now part of the impact-PR scorecard.
Yulu at a glance
Founded: 2011
Headquarters: Vancouver, British Columbia, Canada
Founder: Melissa Orozco
Certifications: B Corp (first Canadian PR agency to certify)
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
