Archive for January, 2012

Re-charging the Batteries in the World of Agency

Monday, January 30th, 2012

Agency life can be busy, busy, busy. Whether it’s navigating through a perfect storm of conflicting deadlines, keeping up with emails on the road or just juggling everyday tasks, we do it because we love it and take true satisfaction in serving our clients and delivering exceptional work.

Everyone has their own means of recharging their batteries to keep themselves at their best. One of my favourite escapes in wintertime is to head to the mountains and put on a pair of skis. Whether it’s exploring cross-country or pointing them downhill, skiing is my outlet to help re-balance and bring mental clarity to a sometimes chaotic world.

There’s something to be said about intrepidly discovering a new trail with friends, or the odd but amazing silence accompanied by turning your skis through pristine, untouched snow. My favourite places to venture are the ski towns of Fernie and Kimberley, which are cozily enveloped by the mountains in southeastern British Columbia. I feel almost instantly rejuvenated when I drive into those welcoming, friendly towns.

Sure, I may face the harsh elements of winter and return to the office on Monday morning with aching legs and wind-chapped skin, but the challenges I take on the mountain help me at work, too. Conquering those black diamond runs give me the confidence to face any double black diamond day at work. As Calgary poet Keith Worthington says in his poem Nakiska, “Carve another turn.  Life is simple when all I do is carve another turn.” How very true.


Paula Worthington is the Account Director at Brookline. She loves the variety of work at Brookline, and in her spare time, she’s also an occasional freelance writer and photographer. She believes that a good adventure is always just a plane or car ride away.

As a new year begins…

Thursday, January 19th, 2012

As a new year begins, I tend to look back on years past. Brookline was founded in 2004 and it seems like yesterday when the name was created and the company’s doors opened. It was exciting and new and there were so many opportunities to consider and so many decisions to be made. What services do we offer? What companies do we approach? And where is the closest Starbucks?

As we move into 2012, I know where the closest Starbucks is and even the closest Tim Horton’s (don’t ask) but the same basic questions still apply. What are the new trends we need to be ahead of? What companies are in need of PR services? And of course, how do we maintain excellent service for our current roster of clients? The years may change but the excitement is constantly there. In fact, I am just as excited, if not more, to find out what lies ahead for Brookline. There is always a new and interesting project that makes its way through the agency’s doors and that is what keeps it fun and challenging.

The agency was established on four pillars: fresh, creative, solid and professional. Simple, clear and attainable values. We work with these pillars each and every day and the team at Brookline exudes these values in all that we do. It is because of these organizational values that Brookline not only survives but thrives in the public relations industry and we are proud to say we are one of Canada’s leading boutique agencies.

During the years I have been asked many times what motto speaks to my passion and love for public relations. “Love what you do.” I wouldn’t have it any other way. ^sm

Shauna MacDonald is Principal and Founder of Brookline Public Relations. When she announced she was opening her own firm, the constant response was, “It’s about time!” If Shauna was not in public relations she would be a rock star.

Gimme a…C-A-N-A-D-A! Game on in Edmonton with Team Canada Pep Rally

Friday, January 6th, 2012

As part of our ongoing involvement with the 2012 IIHF World Junior Championship, Brookline had the opportunity to orchestrate a pep rally in honour of Team Canada at Edmonton’s City Hall on Friday, December 23rd. The event’s special guests included Ed Gibbons, Edmonton City Councillor; Jack Hayden, Provincial Minister of Tourism, Parks and Recreation; Don Hay, Head Coach for Canada’s 2012 National Junior team; Kyle Best, World Junior Championship Co-Chair; and a special video greeting from Country Music Superstar Paul Brandt. The event also featured a video montage, players’ “I Was There” video moments, and a presentation of the “I Was There” music video, complete with dance mob!

The event was a great pre-cursor to the tournament, which officially started a few days later. It was great to see such an enthusiastic crowd to show their support and passion for Canada’s favourite game.

The dance mob practices their moves pre-show.

All smiles after the big event!

– PW