Archive for the ‘Leadership’ Category

The Brookline Way!

Tuesday, June 27th, 2017

Sophie Pilon, Account Supervisor

Brookline was founded more than 12 years ago and the company was built on four main pillars that are the backbone of everything we do: Solid, Creative, Fresh and Professional.

At Brookline, we pride ourselves on delivering bold and stellar client service and we strive to continuously outperform ourselves and go above and beyond what is asked of us. Without divulging our secret sauce, I wanted to outline a few ways we continuously show excellent and world-class client service to our clients and partners.

  1. Brookline is relentless. We always go above and beyond and work hard to achieve and exceed our clients’ goals and expectations. We are never satisfied with decent results, we always want the best for our clients.
  2. Brookline is responsive. As a boutique agency, we pride ourselves for having out-of-the-box ideas with a customized approach to all our clients’ needs and expectations. This also means that Brookline is extremely responsive to our clients, partners and media/blogger contacts. We work under strict timelines and work hard to deliver great results no matter the deadline.
  3. Brookline is detail-oriented. The success of any campaign or project resides in the details. Here at Brookline, we take the time to dot the I’s and cross the T’s and make sure everything is as organized and precise as possible… and then we check all the details again.
  4. Brookline is a team player. Typically, Brookline works under a one-point-of-contact account structure. This model ensures the client has only one contact to communicate with – while behind the scenes, our account lead project manages all additional partners and vendors and team members to ensure the job gets done in the most effective manner. This model ensures there is no stone left unturned for any project or campaign.
  5. Brookline invests in stellar people. Finally, Brookline would not be successful today if it wasn’t for the talented team of experts working at the agency. We know we have the best clients, but we also know we have the best public relations practitioners. If you ask anyone at the agency, everyone will say the best thing about Brookline is the team!


As part of the senior team, Sophie’s strategic thinking and calculated public relations insight have helped effectively guide large brands to reach their goals and objectives. Sophie’s strengths lie in creating innovative and tailored strategic communications and media relations plans tailored for each client and their needs. Her creativity, coupled with a wealth of experience in sports, lifestyle, corporate, not-for-profit industries, has led to exceptional results and brand-elevating coverage.

Getting Back to Business – how to survive post-PR crisis

Tuesday, May 2nd, 2017

Lisa Libin, Vice President

Turn on the news these days and you will be inundated with PR crises. And while a crisis can be detrimental to a brand, there are also a number of companies who have used a crisis to come out stronger in the long run. Think Tylenol, Maple Leaf Foods, Lululemon. The common thread among these companies is that they used a crisis situation to create a long-term opportunity.

Looking at the bright side during a crisis situation may be inconceivable for many business leaders, but below are some key ways to not only move through a crisis but ideally, create a stronger business for the future.

  1. Reconnect with customers – A crisis is a great way to reconnect with customers you may not have been actively engaged with. Many companies tend to be complacent in terms of customer relations until a crisis occurs. Emailing with updates and other forms of ongoing communications helps to show the value a company puts on customers. It is also important to respond to tweets, emails, posts on an individual basis to demonstrate your commitment to the customer. And once the crisis subsides, why stop the communication? Now that the brand has reopened the doors for engagement, it is a great opportunity to keep that interaction going, keeping customers informed and loyal to your brand.


  1. Think Differently – while this was a common saying of former Apple CEO, Steve Jobs, these are strong words to live by as a business leader and communicator. Often when a crisis occurs it can be due to a process gap that has impacted the health or safety of the brand’s stakeholders – using this unfortunate incident as a way to relook at and rethink the way things have been done, the way employees have been trained, or the way the brand speaks to the public can present a great opportunity for business leaders to improve their brand both internally and externally.


  1. Build your reputation and credibility – a crisis is an opportunity for a company to build on its reputation and credibility. In many cases, customers are keen to understand that “sh*t happens” and can happen to anyone. What they aren’t keen to understand is when a company tries to hide the issue. By properly handling the situation through communication and most importantly, transparency, it presents the opportunity for the brand to retain trust with stakeholders and even leverage them as advocates for the company.


At the time of the crisis, it can seem like the sky is falling and there is no end in sight. However, the brands that come out shining are the ones who focus not only on the present issue, but also on the future.


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.

Learning to Lead

Wednesday, November 5th, 2014

Is a leader born or made? I believe the debate will always remain a topic of conversation. Instead of debating the theory, I decided to test it.  I recently had the opportunity to attend a two-day leadership course that focused on developing one’s personal leadership skills through a series of self-evaluation tests and personal reflection tools.

Among the key learnings I was able to take away from the course, three main points stood out as items to reflect upon and to grow and develop.

I am an ESTJ. What is an ESTJ you ask? Well, that is my leadership type indicator code – it also stands for Extraversion, Sensing, Thinking and Judging. Results from an online test measured which leadership attributes I exude more often than other traits, which provided me with a type indicator – ESTJ. Through this evaluation, I learned not only key leadership traits about myself, but also how I can utilize my characteristics to better work with others that fall into a different type indicator.

Another key learning I took away from the course was how to take the time to reflect. I found I was spending a lot of time reflecting on a negative experience – what had gone wrong and how to strategically fix it. Great leaders take the time to understand a situation, good or bad, and consider how to improve it and what to learn from it. I’ve started the practice of reflecting on a daily basis and have found it provides me with the ability to feel greater confidence in my decisions as I’ve taken the appropriate time to consider them.

The final key learning that I was particularly intrigued by is that great leaders take the time to road map their future – they don’t leave it to fate to decide what will happen in life. I learned that road mapping can be done in many formats, whatever resonates with the person creating the road map. Our instructor had us road map what was important to us through a creative drawing in the form of a coat-of-arms, a symbolic representation of what we value, how we would like to be seen and what leadership direction we would like to go.

Okay, don’t laugh, it’s been a while since I’ve broken out the pencil crayons!

-Leanna Kruk is a Senior Account Executive at Brookline Public Relations. A native Torontonian, she started her public relations career in agency where she has managed clients in various industries, offering them a wide-range of public relations services. She is passionate about public relations and uses her experience to deliver solid results for clients.