Archive for February, 2016

It’s Not Goodbye, It’s See You Soon!

Monday, February 29th, 2016

Shae Pollock, Senior Intern


Saying goodbye is never easy, but as my internship at Brookline comes to a close, I’ve decided to take a look back and share what I’ve learned along the way. For the up-and-coming PR pros and the communication students currently drowning in final projects, I’ve compiled a list of tips and tricks to help you succeed both professionally and personally.

There’s no ‘I’ in team – We’ve heard it again and again, but the age old adage continues to remain true. When your to-do list is growing exponentially and you don’t even have a spare minute to check your inbox, remember there’s an entire team behind you to lean on. Don’t be afraid to ask for support when you need it!

Shae 1

Write tight – A phrase coined by my first year university professor that I still follow adamantly. In today’s world of 140 character limits, concise writing has never been more important. Need to write a press release? Got an advisory to turnaround? Eliminate those unnecessary adjectives and get straight to the point – your readers will thank you!

But first, coffee – Never underestimate the power of caffeine to kick-start your morning. For those Monday blues, or events that continue late into the night, a cup of coffee (or two) can do wonders. Sometimes you just need a break to get those creative juices following, and a trip to Starbucks never fails as the perfect pick me up!

Shae 2

It’s a small world after all – Do you have this song stuck in your head yet? Remember that while the world of journalists, PR practitioners and professional communicators may seem large, it’s really not. Everybody knows somebody, so do your best to network, connect and stay-in-touch within your industry.

Keep calm and carry on – Whether you’re hosting an event or in the midst of a client crisis, it’s always important to stay calm and composed. Be as proactive as possible by predicting potential obstacles before they occur and always have a Plan B (and C). If something goes wrong, take a deep breath, think logically and remember it’s not the end of the world.

Shae 3

Most importantly, my time at Brookline has reinforced the value of being passionate about what you do. I am beyond grateful for the amazing experiences and connections that my time here has given me, and if there’s one thing I can take away from these past few months, it’s that a dedicated team and a ‘work hard, play hard’ mentality are a sure fire way to achieve success in the world of PR.

Shae BW Vertical

-Shae Pollock is a senior intern at Brookline Public Relations. With two agency internships under her belt, Shae brings experience in the areas of event management, media relations and social media. She recently completed her Bachelor of Communications degree from Mount Royal University.

Edo Japan Re-signs With Brookline Public Relations For Sixth Consecutive Year

Wednesday, February 3rd, 2016

CALGARY (February 3, 2016) – Brookline Public Relations (Brookline), an award-winning boutique public relations firm, is pleased announce it has been selected as the agency of record for Edo Japan for the sixth consecutive year.

Edo Japan (Edo), a leading Canadian quick service restaurant, has been serving hot, fast and delicious Teppan-style meals to its customers for more than 35 years. With 114 locations across Canada, Edo is committed to delivering fresh, affordable and ‘simply better’ meals to Canadians.

Throughout 2015, Edo experienced continued success and growth, opening eight new locations and focusing its public relations initiatives on garnering targeted media exposure in key markets, pursuing public engagement initiatives and engaging in ongoing community relations outreach. In celebration of International Sushi Day, Edo hosted a sushi demonstration for notable Calgary bloggers, garnering excellent coverage for their sushi offerings and engaging local media in a fun and memorable event. Edo also launched its ‘Reach for It’ campaign in the fall of 2015 to encourage Canadians to take steps to reach out to friends, family and other community members in an effort to create ‘simply better’ moments in everyday life.

To finish off 2015, Edo Japan’s holiday ambassadors, the Edo Elves, returned to spread goodwill and holiday cheer. Edo continued its long-standing partnership with Canada’s food banks and donated 25 cents from every spring roll purchased throughout the holiday season to local food bank initiatives. Edo also partnered with a number of influential bloggers to bring awareness to the campaign, and premiered its inaugural Edo-gram program to brighten the holiday season for locals in Calgary and Edmonton.

“The Brookline team continues to impress us with their innovative ideas and ability to reinvent the wheel when it comes to public relations opportunities for Edo,” said Tom Donaldson, President and CEO, Edo Japan. “We look forward to our ongoing partnership with Brookline in 2016, as Edo continues to establish itself as one of Canada’s leading fast casual restaurant destinations.”

“Brookline is very excited to continue working with Edo Japan, a business that shares our forward-thinking mindset and strategic approach to delivering solid results,” said Shauna MacDonald, Principal and Founder, Brookline Public Relations. “Not only do we love the ‘simply better’ taste of Edo Japan, but we admire their genuine commitment to the customers and communities they serve. We love working with Edo Japan’s fun, creative and talented team, and look forward to seeing what 2016 has in store.”

Brookline’s work with Edo Japan in 2016 will include event management, media relations, issues and crisis management, and franchise communications.

About Brookline Public Relations, Inc.

Brookline Public Relations, Inc. is one of Canada’s leading boutique public relations agencies. Our firm is dedicated to helping organizations build awareness, credibility and strong reputations worldwide. We deliver PR campaigns that support our clients’ goals by implementing fresh and creative communications strategies with a solid and professional approach. Our passionate and driven team goes the extra mile for clients by challenging the status quo and never stopping at “good enough”. Our key services include: Media Relations, Financial Communications, Corporate Communications, Crisis Communications and Issues Management, Social Media, and Event Management. For more information, please visit

About Edo Japan

Established in 1979 in Calgary, Alberta, Edo Japan was designed to bring the freshness of hot Japanese Teppan-style cooking to suburban shopping centres and food courts across Canada. Offering the highest quality, freshly prepared food in the quick service restaurant industry, Edo Japan has quickly become a popular alternative with 114 locations across Canada, serving more than eight million meals annually. For more information please visit

For further information please contact:

Alisha Samnani
Account Supervisor
Brookline Public Relations
P: 403.538.5641 ext. 102


Fact or Fiction? Debunking PR Myths and Setting the Record Straight

Tuesday, February 2nd, 2016

Pauline Tapuska, Intern


“No Mom, I don’t work at a TV station. And no, I can’t introduce you to Ellen DeGeneres.”

As many PR professionals can attest, one of the most misunderstood communications industries out there is public relations. Like many other industries, public relations is no stranger to the sting of misconceptions and stereotypes.  While some might envision careers like that of Samantha Jones on Sex and the City, others seem convinced that PR folks are glorified event planners, celebrity publicists and even spin doctors, the reality is that PR is much more meaningful and complex.

PR Myths 1

Admittedly, public relations can be a difficult industry to define, so let’s set the record straight by debunking five common myths about PR:


Myth 1: Public relations is easy, so I’ll just do it myself

This is probably one of the most common misconceptions about public relations. Many organizations lack a strong understanding of PR and assume that simply publishing a few press releases is all it takes to capture the attention of the media. Wrong.

PR can be used to roll out much larger, more effective strategies that involve more than just writing press releases. Among many other things, PR is about developing consistent brand messaging across several channels, communicating effectively, creating and maintaining relationships, and building an extensive knowledge of the industries in which you and your clients operate.

PR Myths 2

Myth 2: Public relations will make my business famous overnight

As much as we wish this was true, building a brand takes time, hard work and a lot of creativity, which is why PR is more effective as part of a long-term strategy. PR pros work every day to develop fresh communication strategies and execute them effectively in order to garner audience awareness and media attention for their clients. Coming up with unique and newsworthy angles to communicate a client’s story isn’t always easy, but hard work pays off in the long run (if not overnight)!

PR Myths 3

Myth 3: PR pros prevent the media from talking to who they really want to talk to

Ah, yes, the common misconception that our job is to keep media away from the real story. In reality, it’s our job to connect people! PR practitioners put media in touch with spokespeople who can confidently offer useful and knowledgeable insight into specific subject matter. Just because media want to interview the CEO of a company, doesn’t mean that person is in possession of the information needed to speak to a certain topic. Public relations professionals find the best person for the story and ensure media get the most accurate information for their audience.

PR Myths 4

Myth 4: Public relations is all spin, slogans and propaganda

Propaganda is typically a tool of the state, used to manipulate people into actions that are not in their best interest. Contrary to this definition, we hold ourselves to high ethical standards and avoid spin, slogans and propaganda techniques at all costs. In fact, PR practitioners are held to codes of ethical and moral professional conduct, like the Canadian Public Relations Society’s Code of Ethics.

In addition, today’s audience has never been more intelligent or sophisticated. There are countless alternative sources for the public to gather information from and they are not easily fooled by biased or ethically questionable content. To put it simply, transparency is key when communicating our clients’ messages and it is our job to work together with the media to do so in an upstanding and ethical manner.

PR Myths 5

Myth 5: Public relations only deals with social media nowadays

In the world of public relations, social media is an increasingly important tool for generating audience awareness, sharing brand stories and so much more. And although it is a valuable messaging platform, social media is not the only communications channel used in the business. Traditional media channels like print and broadcast continue to hold weight with a number of key audiences, and emerging media like blogs and other online news sources are gaining prominence and traction daily. Beyond that, public relations encompasses more than just media relations – media training, crisis communications and issues management, integrated marketing, branding, and event management are just a few of the service areas that fall under the umbrella of PR.PR Myths 6


As professional communicators, it’s up to us to continue to break free from stereotypes and misconceptions like these – luckily we’ve got the tools and know-how to do so! And it is our hope that as the influence of the PR industry continues to grow, a clearer understanding of what we do and why we do it will continue to grow too.

PR Myths 7



Pauline Headshot

– Pauline Tapuska is an Intern at Brookline Public Relations. She brings experience in the areas of internal and corporate communications. Her expertise lies in event management, social media utilization and content creation.