Archive for the ‘Interning’ Category

My Brookline Graduation: Lessons learned from a PR Practitioner in Training

Monday, May 4th, 2015

Internships are the perfect time to take everything that we have learned in the classroom and apply it in the real world. The Public Relations program at Mount Royal University affords us with the opportunity to embark on two internships to complete our degree. My second internship at Brookline PR is coming to an end and I have taken the time to reflect on my accomplishments over the past four months. It has also given me time to think about the lessons that I have learned during my internship that I would never have learned in the classroom.

Here are my top five lessons that I have learned at Brookline:

  1. School has taught me to make a story newsworthy; my internship has taught me that just because your story may be timely and relevant, reporters may still not pick it up. This could be because there was a more newsworthy story, or perhaps your story might not have the angle that they are looking for; which leads me to my next lesson.
  2. Reporters cover different news stories. When building a media list, you have to ensure that you include the proper media contacts. In my media relations class, we briefly touched on media contacts, which in my opinion should be expanded upon and be taught that every reporter covers different beats.
  3. In school we learn about the importance of the media, but we really have no idea the impact that it can make on clients. Reporters are the gatekeepers to stories; without them, PR would not exist. It is important to build and maintain these relationships with reports to assist in gaining coverage for clients.
  4. I have learned the important of scanning the news on a daily basis. Being in PR you need to be on top of the current news and trends going on within your own city, province, country and globally. Additionally, you need to keep an eye out for client mentions – whether it is positive and negative, you want to be able to react accordingly in a timely manner.
  5. And finally, I have learned that no matter your position in the office, everyone plays an important role. As the overused cliché goes, “there is no I in team” and I have learned that everyone plays an integral role in the completion of projects. At Brookline, no project is too big or too small to be completed in a fresh, solid, creative and professional manner.

I cannot stress the value that internships provide to students. I have learned countless lessons that the classroom has not taught me. The classroom sets a foundation for learning, which is built upon through the hands-on experience of internships.

Caitlan Headshot
-Caitlan Greene is an intern at Brookline Public Relations and is in her fourth year of public relations at Mount Royal University. Her previous agency experience enabled her to develop communication skills working with clients in a variety of industries.

B is for blog and this is mine!

Wednesday, September 3rd, 2014

It’s crazy to think that August is already over; it seems like just yesterday I was walking through the doors of Brookline about to begin my first public relations internship. In honour of Brookline’s upcoming 10 year anniversary, I’ve dedicated this blog to the top 10 moments from my internship at Brookline.

B – BRANDT – There’s no better way to immerse oneself in Brookline’s culture than getting to know the tunes of long-time Brookline client and Alberta music icon, Paul Brandt. After the hectic month of June, we were treated to floor seats at Paul’s stampede concert. It’s always great to be Alberta bound!

R – RUNWAY – I’m not talking about fashion, but rather the grand opening of the Calgary Airport Authority’s new runway.  At 4.2 kilometres long, it’s the longest runway in Canada. Not many people can say they drove Hal Johnson and Joanne Macleod from BodyBreak down an airport runway in a golf cart – but I can!

O – OIL AND GAS – In June, we attended the Global Petroleum Show. Sixty-five countries, 2,000 exhibits, 63,000 attendees and 127 lattes made for a very successful event. Brookline secured 82 interviews for the event and garnered 179 media hits.  The only thing missing was a celebrity or two – Leonardo DiCaprio anyone?

O – ORGANIC – I must admit that prior to RedHat’s Stampede lunch I had never “indulged” in a wheatgrass shot. Have you ever tried one? Just imagine swallowing the scent of freshly mowed grass. I spent a sunny July morning handing out fresh, organic juice shots to reenergize Stampede-goers at the Hat’s Off to Local Produce event.

K – KLM – I bet you’d never guess that KLM actually stands for Koninklijke Luchtvaart Maatschappij. Try painting that on the side of an airplane! Brookline helped KLM Royal Dutch Airlines celebrate its five-year anniversary in Calgary with a luncheon and evening reception at Rush Ocean Prime. The successful event was attended by airport executives, trade partners and key Calgary bloggers.

L – LATTES – No day is complete without a trip to Starbucks (and a treat or two)! With early mornings and even busier days, there is no such thing as too much coffee in this office. A Brookline coffee run is sure to refresh the mind and body, and can even act as a great impromptu brainstorm session. P.S. in case you couldn’t tell, we also love doughnuts.

I – IN THE NEWS – Every morning I cracked open the Post, the Herald and the Globe to get caught up on the daily news. This was an important part of keeping on top of current affairs, as well as monitoring for ever-important client mentions. And as a plus, discussing current events in conversations has never been easier – it pays to be up to date on your news and events.

N – NEW DRIVER – Last month, Brookline supported Southland Transportation in bringing more awareness to school safety by offering media the chance to jump behind the wheel of a school bus. With the added pressure of Calgary police officers watching, I tried out Southland’s virtual driving stimulator. It has yet to be determined if I have a promising career as a bus driver ahead of me.

E – EXCELLENCE – The Brookline team constantly strives to achieve excellence in everything we do. Our weekly traffic meetings are just one example of how we channel our best energies into each project that comes through our doors. Every meeting is like trying to keep your eye on the ball during an intense tennis match, as the Brookline team reviews the opportunities and challenges of the week.

X – 10 – Ten years and counting. Happy Anniversary Brookline! Thanks to the entire team for an awesome internship that exceeded all my expectations.


– Shae Pollock is an intern at Brookline Public Relations. She is going into her fourth year of public relations at Mount Royal University, where she developed her communication skills working for non-profit organizations.

The Life & Times of a Brookline Intern

Wednesday, August 17th, 2011

Everyone in public relations knows the value of interning, and the incredible enhancement it provides… on their knowledge of the industry. And despite the urban myths of (triple shot, half-sweet, no foam, extra hot, double-cupped) coffee runs, endless filing and ridiculous hours, I have learned that is not the case at all, especially not at Brookline Public Relations (Brookline).

Today, I am taking advantage of this blog to share my experiences from the past few months as an intern at this trendy boutique agency.

The process of getting here seemed instant.

  • Wednesday:  Send resume to Brookline PR
  • Thursday:  Receive call to come in for first round of interviews
  • Friday:  Interview #1; receive call to come in for second interview
  • Monday:  Interview #2, with the entire team
  • Tuesday:  Offered (and instantly accepted, of course) internship position

I realized right away the thrilling pace in which a successful PR agency works, and I loved it.

Since then I have had the opportunity to work with a variety of clients on an even larger variety of projects. I have recognized the importance of the theory based knowledge I have received in school as well as the significance of applying this education in real-life situations.

I learned that “pitching” the media is not going into a board room with a pointer-stick and presentation board, that people will wait in line for pink pancakes no matter how hard it’s raining, and that when you send an email saying there is something attached, you should probably remember to attach it.

The high energy and fast-paced environment of agency life made my internship at Brookline even more valuable than I could have imagined. The people that I have met both in and out of the office have had an unbelievable impact on my outlook on public relations and have shown me the success that accompanies hard work. I too, now know the importance of internships and appreciate the chance to gain real life experience. It has been incredibly inspiring and I cannot wait to pursue this powerful profession.

MM