Brookline opens Edmonton Tower, the first high-rise in Edmonton’s ICE District

May 9th, 2017

Sophie Pilon, Account Supervisor 

Brookline had the opportunity to provide public relations support to ICE District as it officially opened Edmonton Tower for business, the first of several planned towers to open its doors to the public. Brookline supported with event management and media relations for the Grand Opening celebration in February.

The announcement was held in the lobby of the Edmonton Tower – a stunning space to match the contemporary architecture and innovative design of ICE District.

ICE District partners, community officials, and executives including Daryl Katz of Katz Group, Darren Durstling of ONE Properties, Bob Nicholson, CEO and Vice-Chair of Oilers Entertainment Group, City of Edmonton Mayor Don Iveson were all present at the event. Guests were treated to speeches from key figures, ribbon cutting with photo opportunity and lively performances from Firefly Theatre and Circus.

Edmonton Tower is a modern, Class AAA office building that not only features world-class sustainability systems, but is designed to be both architecturally-progressive and highly functional. To the west, it will be connected above ground to the forthcoming JW Marriott Edmonton, which will link it directly to Rogers Place. An above-ground walkway joins Edmonton Tower and Bell Tower on the south, providing indoor access to the rest of the downtown pedway system.

The City of Edmonton is the primary tenant of Edmonton Tower, which began transitioning the majority of its staff to the Tower in the fall of 2016. On the second floor of Edmonton Tower, the city opened its Edmonton Service Centre, providing Edmontonians with central, easy access to licensing, ticketing and other City services


ICE District also features the home of the Edmonton Oilers, Rogers Place, and will soon feature a vibrant public plaza, JW Marriott Edmonton, condominiums, retail, restaurants, nightlife and more.


As part of the senior team, Sophie’s strategic thinking and calculated public relations insight have helped effectively guide large brands to reach their goals and objectives. Sophie’s strengths lie in creating innovative and tailored strategic communications and media relations plans tailored for each client and their needs. Her creativity, coupled with a wealth of experience in sports, lifestyle, corporate, not-for-profit and public relations, has led to exceptional results and brand-elevating coverage.

What to expect when you’re expecting (to start your career at a PR Agency)

May 5th, 2017

Bridgette Slater, Senior Intern and Johanna Franconeri, Intern 


Five tips to fitting in when you sign on with an agency 

It is true when they say that agency work is unlike anything you’ve ever experienced, and that’s a great thing! As Brookline’s resident interns for the past four months, we have become familiar with some of the intricacies associated with agency life. If you are considering a career in agency, we have five tips that will help you bring your “A” game and prepare you for the incredible journey ahead.

Attitude is key

One of the most important requirements for a successful agency career is having a positive attitude. Agency requires a lot of self-motivation, teamwork and personal accountability. Each day presents new challenges and opportunities. By having a positive attitude and developing top-notch work, you are doing your part to exceed client expectations and support your talented coworkers. Be approachable, open and flexible – it doesn’t hurt to lead with laughter, so let your sense of humour shine.


There is no “I” in team – but there is “me”

One of the best pieces of advice we have for those entering agency life is to leave competition and ego at the door. Everyone has something to offer and can benefit from learning from one another – don’t forget it! Like a trust fall, you have to lean into it and give others a chance to meet your expectations. Equally as important is self-care and well-being. Don’t run yourself into the ground to feel accomplished. Set boundaries, communicate when you’re feeling overwhelmed and don’t be afraid to let the team know when you score a win.

Idea chameleon

Are you a big picture dreamer, or an in-the-details detective? Either style is an asset as creativity comes in all forms and when it comes to agency work, imagination is always in high demand. You can demonstrate your value by identifying unique and targeted ideas for your agency’s breadth of clients. Especially as a new member of the team, your fresh eyes and outside-the-box ideas are most appreciated. Always try to be a proactive problem solver, it elevates your workplace skills and makes you a valuable asset.

Quantum physics and you

Time flies when you’re having fun and as an active team member, no two days are ever alike. The more involved you become in projects, the more responsibilities and tasks you fulfill in a day. Some days you may even wish there were more working hours – we know it’s hard to imagine, but it’s true! With that being said, work-life balance is very important both for our mental and physical health. To keep all systems in check, we recommend prioritizing your deliverables, scheduling your time accordingly and staying organized to optimize your experience.


Throughout our four month experience, we have documented the various details of Brookline – from our office decor to our daily tasks, details are everywhere. The truth is, it’s ALL in the details, and whether this relates to an event, media report or a simple client email, protocol needs to be followed to get things done and get them done well. This protocol is what sets Brookline apart – we delve deep and take the time to make sure every element has been considered.

The past four months have been a whirlwind and we wouldn’t want it any other way. Experiences, team lunches, client projects, events, meetings – we have loved every minute of it. We have learned how to balance being fresh, creative, professional and solid (Brookline’s four pillars) and this is something we will carry with us forever. We hope we have provided you with some valuable tips that you may use to pursue your dreams and crush your career goals. Most importantly – be yourself, because nine times out of 10 it’s all about fit. As an unknown author once said… attitudes are contagious, so make yours worth catching!


Bridgette Slater is an Intern at Brookline Public Relations. Her experience lies within the realms of event planning, corporate and creative writing, and social media management.


Johanna Franconeri is an Intern at Brookline Public Relations. Integrating previous customer relations and management expertise with her communication skills, she excels in the areas of media relations, research and strategic writing.



A day in the life of at Brookline PR…

May 4th, 2017

Rachel Piers, Guest Blogger

I have to say, being a student visitor at Brookline PR for the day definitely lived up to my expectations (which, to be honest, were pretty high to begin with). As the winner of the “Day in the Life” social media contest held during Brookline’s student open house, I was graciously hosted at their office to learn all about agency life. I have admired the work and culture that Brookline brings to the world of public relations for quite some time, so this opportunity was pretty exciting to say the least.

When I arrived I was warmly welcomed before settling in to one of their conference rooms. Before I go any further, I have to add that the office space there is downright gorgeous; it’s got a real downtown industrial chic feel to it (being an interior décor buff myself, this is something I noticed right away). Continuing on, I then had the unique opportunity to have one-on-one conversations with a few different staff members, one of which was principal and founder Shauna MacDonald herself. It was such a pleasure to chat with people who have the career that I dream to one day have myself. They had a lot of helpful hints on what to expect from the job and how to set yourself apart as a PR professional.

My favourite part of the day came next: sitting in on Brookline’s weekly staff meeting during which the team collaborates and shares on what is happening in the agency that week. As a first-year public relations student, this really was invaluable to observe. I observed strategic decisions being made, learned about the execution of carefully thought out communications plans, and most importantly I got to see just how collaborative the Brookline team really is, with each member contributing their strengths to deliver the best results.

To finish the experience off, I had a lovely lunch with three other staff members, which was yet another opportunity to glean knowledge from and share some laughs with a few PR experts.

All in all, it was a great experience with great people at a great company. Thank you so much Brookline for donating this time to me and for investing your efforts into my continuing education as a public relations professional!


– Rachel Piers is a first-year Public Relations student at Mount Royal University