Archive for the ‘Public Relations’ Category

Brookline rings in the holiday season

Friday, December 15th, 2017

Angela Cabucos, Account Executive 

December is a favourite time of year at Brookline. The sights and sounds of the holidays can be found around the office in the months prior to Christmas as we begin to support our clients with planning their holiday campaigns. As always, the holidays are the perfect time of year to give back and to remember the real reason for the season. Here’s a look at of some of the fun and generous holiday initiatives our clients are involved in this year.

 

 

Ford of Canada

Brookline’s Ford team revved up its holiday planning with a safe winter driving event geared towards university students who may be hitting the road and heading home to their loved ones for the holidays. We spent the day quizzing students at the University of Calgary on their winter safety driving knowledge and provided them with tips from Ford on how to handle tricky winter conditions.

We planned this safety event because we recognize that students will soon be packing up and driving home or to the mountains for a getaway this winter break. In addition, many students may not have much winter driving experience if they are new drivers. To help equip the students and their vehicles, Ford provided emergency car safety kits, fleece blankets, ice scrapers and emergency lights to stow away in case of an emergency. Winter driving is rarely ideal, but Ford recognizes the importance of being prepared for the cold weather and slick roads and looks to help drivers get home safely for the holidays.

 

Good Earth Coffeehouse

The annual Gingerbread Family campaign at Good Earth Coffeehouse (Good Earth) has been a holiday tradition for over 20 years. With this community-giving initiative, Good Earth will donate $1 from every sale of delicious Gingerbread Family cookie packages in December to local food banks across Canada. Good Earth has set a goal to sell over 10,000 Gingerbread Family cookie packages, and hopes to sweeten the deal by donating up to an extra $2,500 when Canadians share a photo of their cookies on social media. Each photo of the Gingerbread Family cookies shared on Facebook and Instagram with the hashtag #FeedAFamily will result in Good Earth donating an extra dollar to the campaign.

Brookline loves working on this sweet campaign, and this year is no exception. We conducted extensive media relations outreach in 15 media markets across Canada to help bring awareness to the community-giving tradition, as well as helped coordinate cookie deliveries to media. We are also working with bloggers and influencers to help spread the word on social media and in turn, increase donations for local food banks. The coverage secured so far includes CTV Edmonton, Global Calgary, Lethbridge Herald, Vancouver Courier, Toronto Sun and more. This is one campaign we can really sink our teeth into.

 

 

Banff Gondola

Brookline has been working with the Banff Gondola bringing holiday spirt to the top of Sulphur Mountain. The Banff Gondola was transformed this holiday season to bring Christmas to the Mountaintop. The Gondola’s lower and upper terminals were transformed into a winter wonderland, complete with Santa’s workshop! Mountaintop Christmas is the ultimate holiday experience with a festive atmosphere and plenty of Christmas activities for guests to enjoy including freshly baked cookie decorating, visits with Santa, letter writing to Santa and interactive activities including the 12 Animals of Christmas Treasure Hunt. The Above Banff Theatre in the upper terminal is also featuring a Disney Christmas film for the season and the Sky Bistro has a revamped seasonal menu and packaged experience for adults looking for a festive getaway. Brookline has been happy to support this amazing experience with media and influencer relations.

 

 

Edo Japan

One of our long-time clients, Edo Japan (Edo), is spreading the holiday cheer this year with its holiday giving campaign. In the spirit of giving, Edo is continuing its annual tradition of partnering with local Canadian food banks. Customers are encouraged to ‘Edo a little, help a lot’ by purchasing spring rolls from Edo, with 25 cents from each sale going to the local food bank in the market where the donation was made.

Brookline loves helping Edo help Canadians and is supporting the campaign with strategic outreach to social influencers across B.C., Alberta and Saskatchewan. Influencer partnerships for the holiday giving campaign will include social media takeovers from some of Calgary and Edmonton’s most prominent Instagrammers, and social influencers throughout Western Canada will be sharing their Edo experiences with their followers, encouraging Canadians to give back with Edo this holiday season.

 

 

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

The value of mentorship

Monday, December 11th, 2017

Bridgette Slater, Senior Intern

 

Mentorship programs have many benefits that extend to the mentee, the mentor and the organization as a whole. Some of these benefits include increased engagement, improved goal setting and enhanced knowledge sharing. For mentees, these programs provide the opportunity to learn and seek advice from people who hold the very positions they one-day hope to attain. For mentors, these programs provide an opportunity to develop a personal and effective leadership style and to gain insight into new ways of working within the industry.

At Brookline, new employees at all levels are provided with a mentor who holds a more senior position and who has a fulsome understanding of the agency’s processes and culture. At the intern level, employees become part of the BPR Apprentices program, which is specifically designed to provide students or recent graduates with the industry experience they need to become knowledgeable and well-rounded practitioners. The relationship usually starts with the practitioners getting to know each other on a personal and professional level and, as time passes, a mutually-beneficial bond is formed.

One such benefit is increased engagement from the mentee, which stems from having the support of a fellow colleague and a resource they can rely on for help. Additionally, as communication becomes increasingly digital, there is something to be said about developing a relationship face-to-face through mentorship. This method tends to lead to increased trust, which in turn makes individuals feel more comfortable participating in team settings.

An important component of Brookline’s culture is the standard of continuous professional development. Whether an individual is just getting started or is considered the agency’s veteran, all team members are expected to set goals. Mentees are first introduced to Brookline’s goal setting initiatives by their mentors and the pair work collaboratively to develop specific, measurable, attainable, realistic and timely goals. Many of Brookline’s mentors use this relationship as an opportunity to become more effective leaders by providing their mentees with guidance and insight into the steps they can take to enhance their skills as public relations practitioners.

Finally, things can change in the blink of an eye in the world of public relations, which is why it is important for colleagues to keep each other informed of industry developments. Mentorship is one such way that individuals come together to share information about standard procedures and new approaches. For example, a mentor may teach their mentee about commonly recognized industry practices, such as pitching etiquette or time management strategies, to help their co-worker achieve success. Conversely, when new employees enter an organization, they bring with them knowledge gained from previous experience or through education. This information is often shared through the mentor-mentee relationship, which helps all employees stay fresh and current as they progress in their careers.

Mentorship is a powerful thing and to have the opportunity to be on either end of the relationship is something that should be valued.

Denzel Washington fully encapsulated the idea of mentorship when he said, “show me a successful individual and I’ll show you someone who had real positive influences in his or her life. I don’t care what you do for a living—if you do it well I’m sure there was someone cheering you on or showing the way. A mentor.”

 

Bridgette Slater is the Senior Intern at Brookline Public Relations. Her experience lies within the realms of event planning, corporate and creative writing, and social media management.

Sheldon Kennedy Child Advocacy Centre launches toolkit to prevent child abuse

Thursday, November 30th, 2017

Stephanie Rochon, Intern

Every October, child advocacy organizations recognize Child Abuse Prevention Month with the goal to raise awareness on how to identify and prevent child abuse. This year, the Brookline team had the opportunity to work with the Sheldon Kennedy Child Advocacy Centre (SKCAC) regarding an important announcement around this cause – the launch of an informational toolkit to help educators and school staff recognize, address and report potential child abuse they may suspect within their schools.

With Brookline’s support, the SKCAC held a press conference where SKCAC CEO Sara Austin, Calgary Catholic School District Superintendent Gary Strother and Calgary Board of Education Superintendent David Stevenson announced the launch of the toolkit in schools across Calgary, as well as its availability to schools and youth serving organizations across the province. The hope is that the toolkit will be implemented in schools across Canada, empowering all teachers and school staff with the information and resources they need to recognize and report abuse.

Brookline was pleased to support the SKCAC on this initiative with event planning and media outreach for the conference. Prior to the event, the Brookline team coordinated the event logistics and then helped ensure that everything ran smoothly on the day.

Brookline focused its media relations efforts on traditional Calgary media and national print outlets. The conference resulted in nationwide media coverage and well over 12 million impressions; a great result as the SKCAC hopes the tool will be used in schools across the country. Notable outlets covered the story including the National Post, Globe and Mail, CTV Calgary News and Global News Calgary. In total, there were 89 media stories published around the country on the toolkit.

Brookline was thrilled to be part of the SKCAC’s tool kit launch, and was pleased to help garner significant media coverage for this important initiative.

 

Stephanie is an intern at Brookline Public Relations. A self-professed ‘word nerd,’ she’s keen to find the heart of every story and make it matter to those who will read it. She has experience in creative and corporate writing, event planning and media relations.