Archive for the ‘Creative’ Category

Event planning: Details, Details Details!

Thursday, August 10th, 2017

Amanda Kemsley, Account Specialist 

It’s an age old saying for many aspects in life, particularly one that could be said about event planning; hope for the best and prepare for the worst. As PR professionals, we prepare and think about every possible scenario, trying to avoid the unavoidable. But, we don’t hope for the best, we plan for it. Below are a few considerations to think of when planning an event and ensuring everything goes off with a bang:

  1. Purpose

Having a clear objective from the beginning will guide all aspects of planning, help to measure results and ensure success of the event. Is the event to launch a product or service? Is it to introduce a new brand/company? Why are you (or the client) holding the event, and what do you want to achieve?


  1. Budget

Once you’ve established the focus of your event, do your research and estimates costs to create a budget you can reasonably work within. If you are given a budget from the client, break it down into line items to give yourself an idea of what can fit into the budget. There are often unforeseen costs so don’t forget to account for contingency.


  1. Know your audience

This goes for both guest and media invites. Invite guests that share an interest in your event, product, service, etc. Reach out to media appropriately and ensure you’re pitching a reporter with a beat that coincides with your event’s purpose. Making sure to research and select the right people will help create a longstanding relationship with event attendees and media contacts.


  1. Timeliness

Conduct an environmental scan for the time, and area of your event. Take a look at other events happening in the city and pick a suitable day and time that will not conflict with your event. You don’t want to compete with other events that have a similar targeted guest list.


  1. Make a list and check it twice

In PR we love lists, but creating a work back schedule will help ensure you don’t miss important elements for your event. Organizing all details into once place will give you the chance to see how your plan is progressing. A run of show is also a great way to envision your event from start to finish and will give you the opportunity to recognize any missing elements.

  1. Venue Selection

Align your event theme with your venue selection. Having consistency in your theme and venue will add to the event and leave a lasting impression. Look at the big picture and choose a venue that can accommodate your guest list, food and beverage options, fits your budget and encompass the atmosphere you’re aiming for. It’s also important to consider accessibility of the venue, convenience for guests and if necessary, contingency plan for weather. If you are on a limited budget, look for a venue that can check off multiple services including catering, entertainment and AV – bundling vendors can help save costs.


  1. Takeaways

Leave a lasting impression on your guests with a simple and thoughtful takeaway gift. Practical or unique gifts are usually a hit, keeping in mind it should always tie back to your event theme.



Once your event is over, record key learnings and regroup with your client to look back, review and measure against your objective(s). Key learnings and takeaways are great to have on hand the next time you plan an event. Events require a lot of foresight, but if planned and executed well, they can be the perfect opportunity to engage with your audience, share a message, secure earned media and more!

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.

Keep Things Pinteresting

Thursday, September 10th, 2015

Erica Morgan, Account Specialist


Pinterest. A good old fashion bulletin board reimagined and brought to life in the digital world. The only difference is now we can communicate the ideas we see fit to ‘put a pin in’ with the people around us, and the entirety of the World Wide Web while we’re at it. Pinterest is a pin board, but it is also so much more. It has taken the age-old idea of holding onto ideas in physical form and has transformed it into an online masterpiece that allows us to grab hold of virtual ideas, collect them, share them, borrow them from our friends and even create them. And best of all, it subscribes to the modern adage that visual is where it’s at.


Gone are the days of text heavy essays explaining DIY projects and recipes – who wants to weed through a mess of written instructions when the finished projects and the steps to get there are so neatly spelled out in the beautiful imagery that graces the pin boards of the internet? And why bother trying to explain an event or what’s trending in spring décor when you can create an entire vision without having to type a single word?


We at Brookline strive to embrace the visual world that is quickly overtaking not only the internet, but the real world as well. No one has time to read anymore, and what one sentence can convey is quickly overshadowed by the meaning that can be inferred from the thousands of words given to us by a carefully selected series of images.


Pinterest is just one of the tools we love to use that combines the simplicity of the visual world with the complexity of thought that emerges when a specific series of images is strung together in a particular fashion. A grouping of images, or pin board, can be used to share key information with our clients, partners, followers and fans in an easy to understand and user-friendly manner. Everything from events to client work, from PR tips to what’s in this season, can be shared through a medium that internet users find extremely appealing.


Experienced in the strategic uses of Pinterest and having fallen victim to the vortex of pinning more than once, the Brookline team is well-versed in the value Pinterest can have for businesses, as well as individuals, and we know how to approach and wield it in ways that best suit the social strategy of our agency.


So follow along as our pinning adventures continue, and you might just find a thing or two worth repining yourself.





Erica BW Vertical

– Erica Morgan is an Account Specialist at Brookline Public Relations. She brings experience in the areas of internal communications, branding and business ethics. Erica’s main areas of practice focus on event management, social media strategy and media relations.

New Years Resolutions – PR Style

Wednesday, January 14th, 2015

It’s hard to believe 2014 has come and gone. We had an unbelievable year! From celebrating our 10th anniversary, to launching a new runway for the Calgary Airport Authority, to building bigger and better profiles for our valued clients, we are incredibly proud of what we have accomplished. But as we look to the year ahead, we know we can do even better.  Below is my take on our four pillars as they relate to my PR resolutions for 2015.


To be at the top of our game, it is important to be of healthy mind and body. In 2015, I intend to build on this through a strong work-life balance, plenty of sleep, and living a healthy, active life. Some of the things we already have planned include a team ski-trip to Fernie, team workouts and making sure to use our awesome perks like “me days” and an extra half day tacked on to long weekends. We work really hard and it is important to find that balance.


It is a necessity to be creative when you work in PR. It takes new ideas and unique avenues to garner media attention, but sometimes you will hit a mental block. This year I resolve to utilize my team members as much as possible. Asking for help on an account when I am feeling stuck will make me a better PR practitioner. We have some pretty incredible projects in the months ahead and working together will ensure the best possible results for our clients. I am in awe of the ideas my colleagues generate. And each individual at Brookline has talents in different areas. It is much more powerful to work in cohesion than alone.


Public relations is widely misunderstood. At its core, public relations provides exposure for companies and exposure ultimately affects the bottom line. Our job is to figure out what attention will best serve our clients. To do so, we need to have a heightened awareness of the world around us. So in 2015 I resolve to be a solid PR professional by staying on top of current trends, exploring different avenues for clients, and most importantly, educating myself about industry sectors that are new to me.


Finally, I am part of the team here that helps grow and develop Brookline’s culture. Our culture impacts who we are as professionals and I am excited to continue to advance what we do. This year I resolve to take the time to evaluate where we are strong and where we need some work, offer new ideas, and finally implement them. Attending seminars, researching and networking with other professionals who are responsible for culture will not only improve our culture but help us market it to potential new clients and employees.

So those are my PR resolutions! It’s going to be an amazing year ahead and I can’t wait to see everything unfold. Cheers to the most amazing 2015!

– Kristen McAdam is an Account Executive at Brookline Public Relations. She has a diverse background from corporate, to professional sports, to the not-for-profit sector and brings experience to the agency in the areas of event management, marketing communications, and media relations.