we change the story
Fraser Torosay™ — Strategy That Wins
Fraser Torosay is a strategic communications advisory firm for CEOs and executive teams in serious industries with serious operational objectives.
We work inside complex sectors like mining, healthcare, tech, engineering, finance, and construction — where decisions are high-stakes, timelines are compressed, and alignment isn’t optional. Leaders bring us in to get traction where it matters: across employees, investors, regulators, communities, and boards.
Founded in 2009, our agency has worked with thousands of leaders and is led by award-winning former journalist and bestselling author on issues management, Conway Fraser.
The Challenge
Even the strongest leadership teams can run into a common issue: tactical drift. When there’s no clear strategy guiding how different audiences — employees, regulators, investors, communities, or customers — should perceive the organization, departments default to tactics. Messages become reactive. Campaigns lack traction. Teams confuse activity for progress. This isn’t about execution. It’s about direction. Persuasive narrative isn’t just a communications function. It’s a leadership function — one that must be anchored to business outcomes and owned at the executive level. Otherwise, your teams are guessing.
We help close that gap by guiding leaders and giving them the horsepower required to ensure tactical drift doesn't become a virus that paralyzes growth and creativity.
Fraser Torosay works directly with CEOs and senior leadership to define the strategy that shapes how your story is told — internally and externally — with clarity, consistency, and purpose. When your direct reports know where you’re going and why, they can finally row in the same direction. Whether it's in person or virtually, we help you change the story — internally and externally — so you can lead with clarity, command, and momentum when the cost of failure is high and the playbook isn’t always clear when it comes to strategic communications and reputation management.
Reach out and let’s talk about how we can help your leadership team gain traction where it matters most. We offer free consultations.
✔️ What We Do
Leaders call us in because we ask tough questions, see the entire field, stay calm under pressure, give unfiltered advice that internal team members often won't give out of self-preservation, and we help them win. We also help develop their teams. Our broad selection of workshops are consistently ranked among the best in the business — high-impact professional development that builds stronger teams and opens doors to aligned, strategic traction.
✨ We help executive leadership:
- Align strategy, narrative, and execution across the organization
- Build confidence and cohesion inside teams and across stakeholders
- Navigate complexity, conflict, and visibility with clarity and control
- Drive business-critical initiatives — not just communicate them
- Solve for talent — using narrative to recruit, retain, and re-engage top performers
✔️ How We Help
✨ Executive Strategy & Counsel
- Boardroom decision support
- Risk, change, and crisis architecture
- Government, regulatory, and union navigation
- Strategic communications planning
- Crisis communications protocol development
✨ Organizational Clarity & Alignment
- Talent recruitment and retention strategy
- Internal traction and communication systems
- Leadership visibility and narrative development
✨ Leadership & Team Workshops
- Winning in the boardroom
- Strategic writing and messaging
- Preparing to Respond to Crisis Situations
- Media readiness and high-pressure interviews
- Executive presence and performance coaching
✨ Narrative & Visibility Strategy
- Crisis, change, and reputation narrative development
- Executive communication coaching
- Persuasive writing, media, and presentation prep
- Video content with strategic intent (hearts & minds style videos)
- Digital and media campaigns that support the plan
what clients say
High-Stakes Industries
High-Stakes Industries
High-Stakes Industries
"I worked closely with Fraser Torosay in the areas of media training, message preparation, and crisis communications -- areas that are not native to mining professionals and our everyday responsibilities. Conway Fraser was able to help me understand the value in clearly communicating, both externally with the media and internally with employees. His counsel in this area was invaluable and his training helped me prepare for tough questions. He was an invaluable asset in getting our message out. The added value is the fact that Conway isn't like other professional communicators -- he truly understands the mining sector and the challenges it faces in getting its message out in a positive manner."
Boardroom Performance
High-Stakes Industries
High-Stakes Industries
"I worked with Jensen Fraser as an executive presence coach a few months ago, and I was impressed by how much ground we covered. Through targeted video analysis and practical feedback, she helped me identify specific areas for growth in my presentation style. Her systematic approach to both verbal and non-verbal elements of executive presence gave me concrete tools I could implement immediately. What stood out was Jensen's no-nonsense emphasis on preparation and fundamentals. From our session, I gained insights that proved valuable in my next strategy presentation, where I felt notably more confident and prepared. Months later, I still find myself applying several of her techniques."
Play to Win
High-Stakes Industries
Business Strategy
"Conway Fraser is the kind of advisor every tech-based company should have on its roster. Conway has the uncanny ability to take the most complicated processes and distill them down into clear, concise and effective messaging that connects with whatever audience you’re trying to reach — potential customers, interested investors and prospective employees. He is a natural storyteller and an analytical, strategic thinker... He is an advisor who approaches his clients with the kind of passion and vigour that you would expect from someone who actually has ownership in the company. He is highly recommended."
Business Strategy
Business Strategy
Business Strategy
"His role was crucial in enhancing our internal and external communications, especially amid our negotiations with IMAX. Conway’s adept handling of strategic communications, including talent engagement and pitch development, was exemplary. His understanding of the subtleties in body language and tonality significantly improved our messaging effectiveness. This was particularly vital when sensitive information limited what could be openly communicated. Conway’s guidance helped us navigate these challenges with finesse and confidence. I highly recommend Conway for any executive requiring sophisticated communication skills and strategic insight. His impact on our team and our success was undeniable and deeply appreciated."
Best of the Best
Business Strategy
Best of the Best
"Conway is the best of the best – a true communications pro through and through. From his expert input on crisis communications planning, to coaching startup founders and corporate CEOs on speaking with media, handing sensitive topics and getting to the heart of a good news story – Conway does it all. He even jumped on an emergency crisis comms call to coach a CEO using a GPS satellite connection while on vacation – he’s always reliable, and always in your corner. There's no one else I'd trust or turn to in tough situations quite like Conway."
Word of Mouth
Business Strategy
Best of the Best
"I have recommended Conway Fraser to many of my clients and friends needing effective communication strategies to deal with sensitive business issues. Conway is a master of communication, he is able to distill subject matter to its essence and then prescribe the best strategy to achieve the desired outcomes. From the words chosen, to the tones used to communicate them, one can easily conceive of the successful alchemy. Many of my referrals have thanked me for recommending Conway. Affirmation enough for me to continue."
Contact
Fraser Torosay Inc.™
Waterloo Region, Ontario, Canada