Archive for March, 2017


Monday, March 20th, 2017

Calgary, AB (March 20, 2017) – Brookline Public Relations (Brookline), one of Canada’s leading and award-winning boutique public relations agency, has been selected by Brewster Travel Canada (Brewster) as its agency partner into 2017. Brookline will support Brewster with communications strategy, media relations, strategic social media support, and blogger and influencer engagement.

“We’re thrilled to be working with the Brookline team again,” said Joanna Buckingham, Senior Manager of Marketing, Brewster Travel Canada. “Brewster has a lot of exciting things in-store for the coming year, with our transportation business celebrating 125 years along with Canada’s 150th, we have so much to share and we know we can count on Brookline to help make the most of our offerings.”

As an industry leader in unforgettable, world-class experiences, accommodations, and transportation within Western Canada, Brewster Travel Canada offers authentic adventure travel in the Banff and Jasper national parks, including the likes of the Banff Gondola, Glacier Adventure, Glacier Skywalk and many more.

“Our team embraces the opportunity to work with such a dynamic, diverse and exciting company,” said Shauna MacDonald, Principal and Founder, Brookline Public Relations. “With all of the unique experiences and new initiatives Brewster has in place for 2017, our team is excited to bring fresh perspectives, and unique traditional and digital engagement strategies to the table.”

Brookline and Brewster began working together in 2016 with the Epic Pass Summer Pass campaign, where Brookline provided a comprehensive media relations strategy to support the promotion. Following this initiative, Brewster re-engaged Brookline for the launch of the redeveloped mountaintop experience at the Banff Gondola, for which Brookline was able to provide media relations, influencer and blogger engagement, and event management expertise.

Brookline will support Brewster’s 2017 initiatives, including support for the lead up to its celebration of Canada’s 150th anniversary, attendance at multiple travel trade media conferences and the ongoing promotion of its many iconic experiential properties throughout Alberta and BC.



About Brookline Public Relations

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, Content Marketing, Social and Digital Media, Blogger and Influencer Engagement and Event Management. For more information please visit


For further information, please contact:

Leanna Kruk

Brookline Public Relations

403-538-5641 ext. 121

You Only Get a First Impression Once

Tuesday, March 14th, 2017

Amanda Kemsley, Account Specialist

In your first week at a new job, it’s easy to be concerned with making a good first impression. It’s also just as important to have your own first impressions of your new workplace. Luckily for me, I had a positive beginning. Having met my new coworkers over dinner before I formally started, I was given a unique opportunity to get to know everyone in a more relaxed setting and learn about them on both a personal and professional level.

Right from the start, I noticed what a welcoming team Brookline had. From wine preferences to management styles, I felt like this was going to be a great fit.

Fast forward to my first official day in the office and for once I wasn’t a ball of nerves. Starting a new job can be intimidating, especially with so many new people to meet. But, since I already had that scratched off my list, I could go in to an office with familiar faces and be one step ahead to ease into my new role. If I had any residual nerves, those quickly vanished when I was set up with a mentor to help me navigate my way around Brookline. This is a nice addition to a newcomer in any new work environment (it’s comforting to have that go-to person for a successful transition).

My first week was a bit of a whirlwind (as anyone in PR can understand). With Brookline having such an extensive roster of clients, there was a lot of information to download. Herein lies my first “Traffic” meeting. Informative, refreshing and creative would be how I would describe this meeting. It’s a great concept for getting together weekly to regroup on current and potential clients and office activities. If your office does not have a version of Traffic, I highly suggest it. You’d be surprised at how beneficial it is to “be in the know” of what is happening around the office, even if it is a project you are not involved in.  It’s helpful for me in prioritizing my time as well as understanding my coworkers’ time commitments.

If you are still reading and haven’t left to go incorporate your own Traffic, I’d like to share my favourite part of the job so far – aside from an all-star team. Clients. Multiple clients. Diverse clients. Award-winning clients. The exciting opportunity to expand my experience in several new industries and take on multiple clients at once. This is what makes agency so interesting to me, it’s never static. It keeps me on my toes and I look forward to dipping said toes in the water of a strong line-up of clients.

While I can’t share all of Brookline’s secrets, I can leave you with a few candid thoughts that occurred during my first week, which will provide further insight into my honest first impressions:


“This is the most beautiful office space I have ever seen.”

“How does Brookline service so many clients?”

“No seriously, this office space, though.”

“Unofficial motto: work hard, play hard.”

“This team has so much passion for their work.”

“The chocolates in the boardroom are going to go straight to my hips.”




-Amanda is an Account Specialist at Brookline Public Relations. She has an insatiable appetite for exploring – ironically since she doesn’t like getting lost. She flourishes on bringing broad-minded, creative ideas to the table and trying things outside of the norm.

Friends with benefits

Monday, March 13th, 2017

Jerrica Goodwin, Account Executive

Top three things we love to see from bloggers and social influencers

The media landscape in Canada, and the world, is changing. With this flux and change – online news, social media and personal brands are rising to become mainstream information sources.  This, in turn, has changed the practice of media relations to include blogger and influencer relations. This is a realm that’s constantly evolving and PR professionals are always expanding our practices of interaction, as we realize this is a different and valuable type of communication. Our clients are looking to us for recommendations for who they can engage with to reach their audiences where they are – online. We are always looking for new bloggers and influencers to engage with. Here are a few things that we love seeing when we work with bloggers and social influencers.

1. Clear voice

You know your brand. You have a clear understanding of what you represent and your areas of interest. When we make recommendations to clients on who to work with they are seeking relationships that will further their reputation, brand and carry their message to a specific audience. A clearly identified content theme helps us identify beneficial partnerships.

2. Straight forward

The client knows what they can expect from you, and what you expect in return. You provide associated costs up front and let us know if you accept goods-in-kind. Having this information from the get-go allows us to inform our clients of what your partnership looks like.

3. Measurement and return on investment

You measure your success and report back on partnerships. You share how many impressions your posts receive on average and/or your blog reach. We can prove the value behind blogger and influencer partnerships by first showing the value of your blog or social influence, and then after a partnership campaign is finished, showing the return on investment. You relay impressions from posts and social sharing figures in a report back that illustrates the value and success of partnerships.

At Brookline, we have built so many great partnerships and relationships with bloggers and influencers over the years and look forward to many more. Thank you for making our job easier and for all the fun along the way!

– Jerrica Goodwin is an Account Executive at Brookline Public Relations. She thrives on diving deep into strategies thinking about all of the possibilities that will meet client goals while turning heads with the unexpected.