Archive for December, 2015

The Brilliance in Brookline

Friday, December 4th, 2015

Kate Barton, Guest Blogger


What is public relations? That’s the big question, especially for students. It’s hard to really know without experiencing it first-hand.

This past month I was given an incredible opportunity that not many people get – the chance to experience what my future career might be like in advance of graduating and joining the workforce. The team at Brookline Public Relations was kind enough to invite me to take part in a day-in-the-life experience at their agency. Both nervous and excited, I couldn’t wait to see what the day would bring.

My morning began with a tour of the beautiful Brookline office and introductions to each of the 13 Brookliners on staff. I then had the opportunity to sit down and get to know Assistant Account Specialist and public relations extraordinaire, Dakota Sandquist. Within minutes, I had a pretty clear picture of what life was like at the agency and as the day progressed, I was able to see how the magic was made at Brookline.

The most intriguing and also intimidating part of my day was sitting in on Brookline’s weekly staff meeting, or “Traffic” as they call it. The full team convened to swap updates on all of their client accounts, discuss marketing and social media strategies for the agency, and even go over CP style (so yes students, it matters!). Quick to volunteer to help one another with anything and able to switch gears between accounts at the drop of a hat, the Brookline team showed me what an efficient and passionate public relations team looks like – a real force to be reckoned with!

Following Traffic, a few members of the team took me out to lunch. This was a great opportunity for me to pick their brains on public relations and agency life. I even got insight into which accounts were closest to them, as well as their day-to-day lives at Brookline. Both professionals, Ashlee Smith and Douglas Self, were very open to any and all questions I had, and also had some great insights into the world of public relations.

I was also lucky enough to get some one-on-one time with a number of other team members throughout the day, including Brookline’s two interns, Shae Pollock and Pauline Tapuska, who I learned are both recent graduates of the Public Relations program at Mount Royal University. Both Shae and Pauline were able to offer me thoughtful insight into what it’s like transitioning from school to a career – and it just goes to show that while the real world of PR may seem daunting, it is entirely possible for each of us to find success!

Walking out of Brookline, I allowed the day to sink in. It was an incredible experience and I felt almost spoiled to have had this as my first glimpse into the industry. For me, the most valuable part of this experience was not only seeing public relations executed with excellence, but also with camaraderie and passion – something Brookline’s dedicated team has no shortage of.


Kate Barton

– Kate Barton is a third-year Public Relations student at Mount Royal University.

Jack & Frank – A Century of Friendship

Tuesday, December 1st, 2015

Erica Morgan, Account Specialist


This November, long-standing Brookline client Jack Daniel’s announced the Canadian launch of the brand’s latest collaboration with the Sinatra Family, Jack Daniel’s Sinatra Century, to celebrate the 100th birthday of musical legend, Frank Sinatra. Just 100 barrels of the latest ultra-premium whiskey from Jack Daniel’s, were released globally in commemoration of Jack and Frank’s special friendship.


Media relations for the Canadian launch of Sinatra Century were managed by Brookline Public Relations, who also coordinated an exclusive media event introducing the Western Canadian market to this limited edition whiskey. Sinatra Century was specially crafted by Master Distiller, Jeff Arnett, and retails at approximately $799.99 per 1L. The event offered Calgary’s top media and key influencers insight into Jack and Frank’s special friendship and the distinct properties of the Sinatra Century whiskey selection. Guests also had the opportunity to sample the ever-popular Sinatra Select, as well as some of Jack Daniel’s other premium whiskey offerings.


As a result of Brookline’s management of the launch, the event saw attendance from 40 of Calgary’s most influential food, lifestyle and business media and bloggers. Ongoing coverage from a wide variety of print, broadcast and online outlets is now set to follow the announcement of the launch and the media event, detailing the centennial celebration of Sinatra, and the two signature whiskey distillations named after him: Jack Daniel’s Sinatra Select and Jack Daniel’s Sinatra Century.


We can’t think of a better way to head into the holiday season than with a little Jack in our stomachs to keep us warm, and a little Frank in our ears to get us dreaming of a white Christmas.



Erica BW Vertical

– Erica Morgan is an Account Specialist at Brookline Public Relations. She brings experience in the areas of event management, social media strategy and media relations.

Brookline Calls for #SwiftAction Against Child Abuse

Tuesday, December 1st, 2015

Dakota Sandquist, Assistant Account Specialist


Earlier this month Sheldon Kennedy’s documentary, Swift Current, launched at the Rendezvous with Madness Film Festival in Toronto, followed shortly by a national airing on Global TV. Brookline was honoured to support Kennedy and the Sheldon Kennedy Child Advocacy Centre in advance of and following the debut of the documentary.


Through social media outreach and a national media relations campaign, Brookline called for action as Swift Current encouraged Canadians to speak up for children and families who had been impacted by abuse.

In the weeks leading up to the premiere, Brookline successfully executed a social media takeover that included educating followers on child abuse prevention, documented emotional accounts of the film’s impact on others and pushed out the trending hashtag #SwiftAction, which urged supporters to take action in ending child abuse.

Through media relations efforts, Brookline also supported Kennedy and film director Joshua Rofé as they conducted interviews with nationally acclaimed media outlets, such as Globe and Mail, ET Canada, Breakfast Television and Global TV.



Sheldon Kennedy, film director Joshua Rofé and ET Canada Co-Host Rick Campanelli featured on ET Canada. (Photo Credit: @RCampanelliETC ET Canada)

An important step to ending child abuse, Brookline would like to applaud the efforts made by Kennedy and Rofé to speak up for those who often times do not have a voice. The Brookline team is honoured to have supported this important mandate and the Sheldon Kennedy Child Advocacy Centre.

To continue to learn more about the Sheldon Kennedy Child Advocacy Centre and the documentary, Swift Current, please visit or follow the Sheldon Kennedy Child Advocacy Centre at @skcac.

Dakota Headshot

-Dakota Sandquist is an Assistant Account Specialist with Brookline and has a background in the hospitality and non-profit sectors. Her expertise lies in strategic communications, brand development and management and media relations.