Archive for the ‘Brookline Public Relations’ Category

When Your Employees Go Rogue – How employees can do more damage than your competition

Monday, May 28th, 2018

Lisa Libin, Vice President

An employee can be a company’s strongest asset.  However, when an employee goes “rogue” – going against company policies and values, a PR crisis can ensue, reflecting and ultimately damaging a company’s brand.

From Starbucks employees choosing to have some loitering customers arrested to Tim Horton’s franchisees publicly lashing out over cuts to their benefits – although these issues are caused by rogue employees – it is still the responsibility of the brand to respond and clean up the mess.

What can a brand or company do when its reputation is tarnished by others? Below are some response recommendations for brands to follow when handling a PR issue not of their doing:

 

  1. Move quickly

With the power of social media, an incident is likely to go public, and potentially viral, like rapid fire. Gone are the days of having the luxury of sitting around a boardroom table for days to discuss a response – companies need to respond now. And fast. However, before distributing a response, ensure you are also following recommendation #2:

 

  1. Don’t be generic

Too often, companies are quick to respond with a generic statement – which can often cause additional frustration among consumers and the public who are looking for a more specific response or a call to action. Create a response that speaks to the problem – something as simple as “this isn’t acceptable, we are looking into it” can at least show the public you are taking the issue seriously.

 

  1. Tailor your reaction to the incident

There is no formulaic approach to a PR incident. Each crisis requires its own tailored response and outside counsel can often assist with creating a crisis communications path specific to the incident at hand.

 

  1. Go above and beyond when you can

This lesson can go all the way back to the Tylenol incident of the 1980’s where Johnson & Johnson recalled all of its products from the shelves, not just Tylenol products. An expensive business decision? Absolutely. But what it showed consumers is that Johnson & Johnson was willing to put customer safety ahead of profit margins to ensure all products were safe. When a brand goes beyond the simple response to an issue, it shows its audience that it truly cares and values their business.

 

While a number of recent incidents in the media have involved only one or two employees who made questionable or downright wrong decisions, it is always important to remember that all employees are representatives of the brand and it is important for the organization to act swiftly but act smartly.

 

 

Lisa Libin is Vice President at Brookline Public Relations. Lisa loves a good crisis (as long as it’s not a personal one!) and has vast experience in issues management and brand reputation issues, working with local and global communications teams to handle ongoing and current industry issues.

The program for the next generation of PR pros

Monday, May 7th, 2018

Ottilie Coldbeck, Public Relations Intern

Throughout university, the terms ‘internship’ and ‘co-op’ are thrown around frequently, with advisors professing the importance of “real world” experience – it can be overwhelming. As a public relations student at Mount Royal University, internships are a key element of the program and are required for graduation. During a four-year course, PR students must complete two four-month internships to provide them with the skills they need to succeed in the workplace.

During the application and interview frenzy, students are often told to embrace any opportunity as there are not many times in a person’s life to ‘trial run’ a job. However, the usual hesitations around starting a new job set in – will it be fulfilling? Will I gain the experience I am seeking? Will agency life be the right fit for me? These are valid concerns and ones that I had felt personally before starting my position at Brookline Public Relations. I have now been with the Brookline team for just over four months and I can definitively answer yes to the above questions.

 

 

Public relations agencies, specifically boutiques, offer new grads entering the workforce an opportunity to hone skills required in the communications world. Agencies provide opportunities for its employees to continually develop their skills while working with a diverse set of clients who require unique communications strategies. In agencies, a teamwork atmosphere is crucial, and this could not be more true at Brookline.

Working alongside some fearless and fabulous women, Brookline PR has introduced me to the wonderful world of agency. At Brookline, no day is ever the same – I am constantly learning from the team and from clients, and the one-of-a-kind work atmosphere has set the standard for what I want to accomplish in coming years.

 

 

However, it’s true that at Brookline, not only do we work hard, we play hard! Brookline acknowledges hard work and celebrates the team in many ways. From Thank Tanks and coffee runs to quarterly team workouts and fun days – Brookline goes above and beyond to recognize the team’s dedication to delivering quality work for clients.

 

 

Public relations agencies offer budding PR pros opportunities to grow as communications professionals and develop a range of skills from the get-go. The agency is a unique and rewarding start to a career in public relations and I am excited to grow as a communicator and work with the Brookline team.

 

– Ottilie Coldbeck is an Intern at Brookline Public Relations. As a self-proclaimed adventure seeker, Ottilie challenges herself to remain outside her comfort zone in all aspects of her life. Ottilie has a passion for story-telling – helping brands communicate their messages in an authentic manner.

From East to West, Fresh Wins with Edo Japan

Tuesday, April 10th, 2018

Ottile Coldbeck, Public Relations Intern

Brookline’s long-standing client Edo Japan has been kicking off 2018 with a bang, celebrating the launch of its new Fresh Take concept with a series of grand opening events as well as expanding into Eastern Canada. The Alberta-based franchise introduced its exciting new concept as an evolution of the traditional Edo brand, inviting a new demographic of customers to enjoy updated offerings. The Fresh Take concept includes a revitalized store design and layout; refreshed branding; menu evolution; a grab and go market wall and more.

 

 

The new concept was developed following an extensive research process, providing key insights into the millennial consumer, a key driver in today’s restaurant spend. Ultimately, Fresh Take was created with the intention of targeting millennials, while continuing to appeal to the wide range of customers who dine at Edo.

 

 

Fresh Take was first introduced in the Edmonton market, with a brand new location opening in North Town Centre and two additional locations that featured a hybrid design of the new concept. A media event celebrating the opening and the unveiling of the concept saw attendance from prominent Edmonton media and influencers who were among the first to experience the new look, tasty samples of new menu items and more. Calgary’s Shawnessy location was next to receive a Fresh Take makeover and the newly renovated store was opened to the public with a celebratory event soon after.

During this flurry of activity, Edo continued with expansion to the east, opening its very first Winnipeg location at Polo Park Mall with a similar celebratory event for the public and media to attend. Edo’s first foray into this eastern market was very well received by new customers, influencers and media alike, with coverage from the likes of CJOB 680, Winnipeg Free press and Canadian Business Franchise.

 

 

Brookline managed media outreach for the openings in all three markets, inviting media and influencers to visit the new locations, learn more about the evolution of Edo and its fresh, quality offerings, and share about the new concept with their audiences. In addition to traditional media coverage in all markets, local influencers shared about the concept and the store openings on their social channels and blog platforms, providing additional reach to their followers.

 

 

Edo is set to continue rolling out the Fresh Take concept in both new and existing locations across Canada and Brookline is excited to continue to be involved in the ongoing introduction of Fresh Take to markets from coast-to-coast.

 

 

 

Ottilie Coldbeck is an Intern at Brookline Public Relations. As a self-proclaimed adventure seeker, Ottilie challenges herself to remain outside her comfort zone in all aspects of her life. Ottilie has a passion for story-telling – helping brands communicate their messages in an authentic manner.