Bios
Meet the Power Duo Behind the Momentum
At the heart of Next PR is a powerhouse partnership that balances strategy with soul, precision with passion. Together, these two industry vets bring the perfect mix of bold vision and roll-up-your-sleeves execution. One sees the big picture with laser clarity, the other brings it to life with storytelling that sticks. Where one leads with sharp instinct and media savvy, the other dives deep into culture, connection, and creative spark. Different strengths, shared values — and a united obsession with getting results that make clients say, “Hell yes.” This isn’t just leadership — it’s next-level partnership designed to move brands forward with real momentum.
Laurie J. Weir
President & Founder
With over 20 years of experience leading communications for some of Canada’s most influential brands, Laurie is the strategic mind and driving force behind NextPR. She founded the agency in 2016 with a mission to do things differently — blending bold storytelling with business-savvy thinking, and delivering PR that actually moves the needle. From national launches to viral moments, she knows what it takes to turn attention into impact.
Laurie brings a unique blend of sharp strategy, creative instinct, and high EQ to every project. Whether she’s shaping integrated campaigns, leading earned media efforts, building influencer partnerships, or jumping into fast-moving moments with agility, she sees the big picture and the blind spots. Her ability to spot opportunities early — and bring calm clarity when things pivot — is one of her true superpowers.
She’s led everything from global press trips and destination storytelling to CEO media training and experiential brand activations. Her work has landed everywhere from People Magazine to national morning shows, and once included a McMuffin-carrying NYC rat that broke the internet. (Yes, really.)
Off-duty, Laurie’s usually on a Pilates Reformer, discovering a new coffee spot, or wandering through her favourite home décor shops. She brings curiosity, precision, and real partnership to every relationship, turning clarity into action, and action into momentum.
Will Lamont
Vice President
With over two decades of experience in public relations and strategic communications, Will has been the trusted force behind some of Canada’s most respected lifestyle, destination, food & beverage, and arts & culture brands. From iconic festivals to national brand launches, he’s built reputations, navigated crises, and created campaigns that don’t just make headlines — they make impact. Will brings more than just experience, he brings razor-sharp intuition and an instinctive understanding of what stories land, why they land, and how to get them there. Journalists trust him. Clients rely on him. And when the pressure’s on, he’s the calm, creative problem-solver who knows how to turn chaos into clarity.
His work spans the full PR spectrum — from leading high-stakes media tours and shaping strategic narratives, to producing branded podcasts, managing large-scale events, and stepping in with confidence when crisis communications are needed most. He has a unique talent for translating complex ideas into stories that resonate across channels and cultures.
Off the clock, you’ll find him mapping out his next getaway, curating his ever-growing “where to dine next” list, or exploring Toronto’s vibrant food, art, and music scene. Equal parts strategic mind and cultural sponge, Will is the kind of partner who sees what others miss — and turns it into momentum.
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