Archive for the ‘Fresh’ Category

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.

The Year of Influence

Thursday, April 19th, 2018

Angela Cabucos, Account Executive 

Every year Brookline Public Relations selects a theme to help guide our strategic direction for the agency and for 2018 the theme is INFLUENCE. What I like the most about this year’s theme, is the versatility. Influence can be construed in so many ways that the possibilities are endless for applying it towards our goals and other agency priorities.

In the PR industry, being an influencer is not always determined by the number of followers someone has on social media. We like to think of influence as the capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself.

The definition is broad and as Brookline is known to do, we want to approach this theme from all angles. Here are some of the ways that I think Brookline + Influence go hand-in-hand:

 

Brookline PR Influencing the Industry

The PR industry is constantly evolving and Brookline makes it our mission to be on (or ahead) of trends. We do this by influencing the industry through the exceptional work we do with our clients, the media and our involvement with the next generation of professional communicators. Brookline has a client base in diverse industries – retail, food & beverage, energy, real estate, finance, etc. – and by having multiple touchpoints on some of the biggest brands in Alberta and beyond, we are able to apply our influence on different industries.

Everyday Brookliners are in conversation with media contacts, pitching a story idea, coordinating an interview request, onsite at a press conference and more. We all recognize the societal sphere of influence that the media carries, and through our interactions with media, Brookline is continuously influencing the industry.

The next generation of communicators and PR professionals is going to influence the industry immensely. Through our internship program and relationships at post-secondary schools, Brookline is able to share our circle of influence with this group of up-and-coming professionals.

Working with Influencers

Working with bloggers and influencers is a growing segment of Brookline’s business. We’ve had the opportunity to work with outstanding influencers in markets across Canada and believe in the value they can offer clients. It’s amazing to see how much influence this group now has on pop culture and their impact on brands and how they engage with their audiences.

In this sense, Brookline + Influencers are a team. We share a common goal of reaching new audiences and engaging with them in meaningful ways.

 

 

Brookliners as Influencers

Outside of the walls of the Brookline office, many of us are involved with organizations that make an impact in Calgary beyond PR and communications. Dominica is a spin instructor at Stax Cycle Club in Inglewood where she leads classes of fitness enthusiasts through intense yet fun workouts. We’ve even combined these two worlds in client spin classes where we invited some of our clients to sweat it out with us as a team.

As well, Jerrica is involved with Gen Next, a United Way program of Calgarians in their 20s and 30s taking action to educate and inspire the next generation of leaders in community and philanthropic activities. Check out their next event to see how you can get involved, or drop a line to Jerrica. And Leanna is the Editor-in-Chief for the Tuxedo Park Gazette, the monthly newsletter for the community she belongs to. Leanna keeps her pulse on this NE community by attending neighbourhood events and sharing important news to its residents.

Look out for how Brookline integrates the 2018 theme into our agency this year by following #BPRinfluence.

 

– Angela Cabucos is an Account Executive at Brookline. Her expertise lies in media relations, personal and corporate profile-building, writing and strategic communication planning.

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.