When it comes to discussing the top PR agencies in Vancouver, the powerful duo that makes up Armstrong + Lan are often brought up.

Specializing in strategic public relations and marketing, Michelle Lan and Tara Armstrong’s boutique agency takes a personalized and integrated approach to make brands shine. They offer a suite of services including long- and short-term communications planning, media relations, event management, social media marketing, and some seriously captivating brand storytelling.

Over the years, they have worked tirelessly to cultivate authentic relationships with both traditional and emerging media across the Lower Mainland and beyond.

To provide you with more insight about their work, we recently chatted with Tara (the A) and Michelle (the L) to learn more about their PR agency.

What inspired you to start your PR agency, and what was your journey like leading up to it?

“I had been working as an independent PR consultant for a few years before co-founding Armstrong and Lan with Tara. Our paths crossed when a mutual media contact introduced us, saying we’d make a great team. At the time, Tara was also working independently, and we quickly realized that the services we each offered complemented one another. Many of our own clients were requesting a wider range of PR, marketing and social media services, and we saw an opportunity to combine our expertise to meet those needs,” said Michelle.

Armstrong + Lan

“After meeting Tara for a drink to discuss potential collaboration, we both felt it was the perfect fit. It just clicked! From there, we decided to join forces and create Armstrong and Lan, where we could offer a broader, more cohesive set of services to our clients. And the rest, as they say, is history!”

What makes your agency unique compared to others in the industry?

“Our agency isn’t just about pitching stories—it’s about creating them. We approach every campaign with a “why not?” mindset, which keeps our work fresh, fearless, and fun. We’re not just strategists; we’re also connectors, uniting people and ideas in unexpected ways. Whether it’s turning a quiet Tuesday into a trending moment or taking a small, family-run spot to local fame, we thrive on pushing boundaries. Plus, we’re foodies at heart and community builders by nature.”

What personal values or experiences have shaped your approach to public relations?

“We both started in this industry because we love food and we love stories. Whether it’s a chef’s journey from peeling potatoes or squeezing orange juice to earning Michelin stars or a small business owner’s hustle to keep their dream alive, those stories fuel us. We value authenticity above all else—it’s the secret sauce that makes the message stick.”

“Personally, being a mom has also given me a deeper sense of purpose and empathy. We know what it’s like to juggle, to hustle, to dream big, and that perspective infuses how we champion our clients,” said Tara.

“I’ve always believed that at the heart of great public relations is authentic connection. For me, it’s not just about professional relationships. I genuinely enjoy connecting with people on a personal level as well. I value the stories they share, their passions, and the experiences that shape who they are. This approach allows me to tell those stories in a way that resonates with others. I find that by learning from the people I work with, I grow as both a professional and a person. It’s this continuous learning and connection that really fuels my love for PR and keeps me inspired every day,” added Michelle.

Having worked with many of Vancouver’s top restaurants, how would you describe the city’s food scene, and how does it stack up internationally?

“Vancouver’s food scene is vibrant, diverse, and unapologetically bold. It’s where innovation meets tradition. You can grab a perfect bowl of ramen one day and discover a creative twist on West Coast seafood the next. Internationally, we stack up as one of the most exciting cities. Our chefs push boundaries with a commitment to local ingredients, cultural fusion, and sustainability.”

You had a number of clients recognized at the Michelin Guide ceremony back in October. What does it mean for you both to see your clients gain such recognition?

“It’s absolutely everything! Seeing our clients on that stage, knowing the blood, sweat, and sleepless nights they’ve poured into their craft, is pure magic. It’s also a testament to Vancouver’s culinary scene and why we’re so passionate about representing it. When our clients win, we all win. It feels like watching your best friend score the winning goal! It’s pride, joy, and just the right amount of happy tears.”

What would you say to someone who is trying to start their own PR agency today?

“Build relationships, not just a contact list. Be curious. And above all, be adaptable. This industry moves fast, and staying relevant means staying nimble. Oh, and find your own Michelle or Tara—someone who makes you laugh when a campaign goes sideways and celebrates with you when it goes viral. Partnerships like ours are what make it worth it.”