Archive for April, 2012

The Importance of Spokesperson Preparedness

Monday, April 30th, 2012

Part of the expertise we offer to our clients at Brookline is media training. Recently, I have had the opportunity to participate in several client media training sessions. Each media training session is different, but one thing is always clear. Proper media training, and spokesperson preparedness is crucial in any organization.
A competent, well-prepared media spokesperson will earn the respect of reporters while positioning themselves as a thought leader and elevating their organization’s position in the marketplace.
Whether for a press conference, a one-on-one print, radio or television interview, it is essential to be prepared, and know your key messages.

Spokesperson Tips:

• Prepare and practise: Before any interview take a few minutes to review and rehearse what you plan on saying. Consider conducting a mini “mock interview” with a colleague.
• Know in advance the two or three ideas, or key messages, you want to communicate in any interview.
• Not all reporters are experts in the topics they cover. In most cases, they don’t know or want to know your jargon, so speak in plain English and avoid using acronyms or technical terms specific to your industry.
• Don’t agree to “off the record.” Never say anything to a reporter that you wouldn’t be comfortable seeing in print, hearing on the radio, or seeing on television or online. Everything is on the record!
• Don’t stonewall a reporter. Saying “no comment” signals mistrust. Instead, give the reasons: “I am not aware of that” or “I’m not the right person to provide that kind of information.”

Interviewing Techniques:

• Create a pre-interview checklist, and prepare prior to any interview. This checklist should include the media outlet, reporters name, reporter interest/angle etc.
• Use anecdotes to illustrate your key points enable your audience to relate to and comprehend your message, especially when dealing with more complicated topics.
• Use facts—simply expressed statements describing the way things are, this is especially important when dealing with a crisis.
• Make an analogy or comparison between two things. This makes your statements more memorable.
• Always keep cool, professional, and in control of the interview, even in the face of hostile reporters and questions.

– JM

BROOKLINE PUBLIC RELATIONS CHOSEN TO LAUNCH “BETTER BURGER” ESTABLISHMENT SMASHBURGER

Thursday, April 26th, 2012

BROOKLINE PUBLIC RELATIONS CHOSEN TO LAUNCH “BETTER BURGER” ESTABLISHMENT SMASHBURGER

Fast-growing American restaurant chain partners with PR firm to open first Canadian locations

CALGARY ALBERTA – (April 26, 2012) Brookline Public Relations, Inc. (Brookline) announced today it was selected by Smashburger, the rapidly expanding better burger restaurant concept, to manage the public relations surrounding the grand opening of its first Canadian locations.

An award-winning boutique PR firm, Brookline was selected to execute a comprehensive public relations program designed to introduce and increase awareness of the Smashburger brand in the Canadian marketplace.
“Brookline’s extensive consumer and hospitality expertise and successful track record for leading top restaurant clients were key factors in our decision,” said Dave Prokupek, Chairman and CEO of Smashburger. “We’re looking forward to working with Brookline on Calgary’s grand opening activities.”

The U.S. based company targeted Calgary as an attractive new market to open their first locations in Canada with plans to eventually open 10 to 15 more throughout Alberta. Other public relations responsibilities will include grand opening event logistics and ongoing media relations.

“We are looking forward to supporting Smashburger as they introduce their signature recipes and concepts to Calgarians,” said Shauna MacDonald, Principal and Founder of Brookline. “Smashburger is a well-established and respected fast-casual restaurant in the United States, and we can’t wait to share their ‘smashing’ story.”
The first location is scheduled to open in Calgary’s northeast quadrant in April 2012.

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About Smashburger

Smashburger is the America’s fastest growing, fast casual “better burger” restaurant and is currently branching out into Canada. Its hand-crafted burgers are made with fresh, never frozen, 100 per cent Certified Angus Beef, that are “smashed”, seared and seasoned on the grill to juicy perfection for every individual order. Guests can build their own burger masterpiece or enjoy one of Smashburger’s award winning signature recipes. Smashburger localizes its menu in every market including a unique burger and often chicken sandwiches, sides and shakes that highlight the distinctive flavours of that region. Smashburger also serves tender marinated grilled or crispy chicken sandwiches, black bean veggie burger, grilled and split hot dogs, freshly prepared entrée salads, kids’ meals, and an array of signature sides along with handspun Häagen-Dazs shakes and local beer. Developed and owned by private equity firm Consumer Capital Partners (CCP), Smashburger operates and develops both corporate and multi-unit franchise territories across the United States with 150 restaurants in 25 states nationwide. Smashburger topped Forbes America’s Most Promising Company list in 2011 and was also named to the 2011 Inc. 500 list. It is the recipient of the International Council of Shopping Centers 2011 Hot Retailer Award. To learn more, visit www.smashburger.com.

About Brookline Public Relations

Brookline Public Relations, Inc. is a strategic public relations and marketing communications firm dedicated to helping organizations build awareness, profile and credibility worldwide. Our core purpose is to support our clients’ goals with fresh and creative communications strategies by implementing a solid and professional approach while enthusiastically challenging the status quo. We want our clients to be recognized as industry leaders. Our services include: Media Relations, Industry Analyst Relations, Corporate Communications, Crisis Communications and Issues Management, Social Media, Marketing Communications and Event Management. For more information please visit www.brooklinepr.com.

Media Contact:

Robyn MacLean
Brookline Public Relations, Inc.
P: 403-538-5641 ext. 111
C: 403-875-9514
E: rmaclean@brooklinepr.com

BROOKLINE PUBLIC RELATIONS SPARKS RELATIONSHIP WITH BEAKERHEAD

Tuesday, April 24th, 2012

FOR IMMEDIATE RELEASE
BROOKLINE PUBLIC RELATIONS SPARKS RELATIONSHIP WITH BEAKERHEAD

Leading boutique public relations agency to support Calgary’s sandbox for ingenuity: Beakerhead
CALGARY, ALBERTA – April 24, 2012 – Brookline Public Relations (Brookline) has partnered with non-profit organization Beakerhead to tell an unprecedented story that will unfold on the streets of Calgary this July.

“It’s great that Brookline Public Relations is teaming up with us this summer to amaze Calgary with a dose of Beakerhead,” said Jay Ingram, co-founder of Beakerhead. “Beakerhead is a massive public spectacle that brings together innovation, creativity, arts and engineering. You have to see it to get it, and the team at Brookline is perfect for helping us create an unforgettable experience for Calgarians and tourists this July.”

The first standalone Beakerhead will launch September 11-15, 2013 and continue in the middle of September every year after that. Brookline will apply its communications and event production expertise to develop and execute a preview this summer that will culminate during the 2012 Calgary Stampede.

A world-wide first, Beakerhead is a carnival of human ingenuity that will engage and delight students, artists, engineers, scientists and tourists from all disciplines, from all over the world with contests, mechanical sculptures, larger-than-life theatre, interactive art and much more.

“Beakerhead shows the opportunity that exists when the arts and engineering sectors collaborate. It’s something that has never been recognized on this scale before,” said Shauna MacDonald, Principal and Founder of Brookline. “We are thrilled to work with Beakerhead and celebrate the talent and creativity of Calgarians and Canadians alike.”

For a video introduction to Beakerhead, please visit http://beakerhead.org/about/

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About Beakerhead

Beakerhead is an annual week-long city-wide highly participatory event that explodes with creativity on streets and screens. It is a hands-on happening, with a week of spectacle, exhibitions and challenges, attracting people from around the world during the early fall to Calgary. From outdoor artworks and late-night laboratories, to community contests and celebrations, interactive digital events for tablets and phones, to event premieres, Beakerhead creates a crucible of human ingenuity, mixing energetic community involvement with international talent and excellence. For more information please visit www.beakerhead.org.

About Brookline Public Relations

Brookline Public Relations, Inc. is a strategic public relations and marketing communications firm dedicated to helping organizations build awareness, profile and credibility worldwide. Our core purpose is to support our clients’ goals with fresh and creative communications strategies by implementing a solid and professional approach while enthusiastically challenging the status quo. We want our clients to be recognized as industry leaders. Our services include: Media Relations, Industry Analyst Relations, Corporate Communications, Crisis Communications and Issues Management, Marketing Communications and Event Management. For more information please visit www.brooklinepr.com.

For further information, please contact:
Paula Worthington
Brookline Public Relations
P: (403) 538-5641 ext. 104
C: (403) 585-2429
E: pworthington@brooklinepr.com