Archive for the ‘Public Relations’ Category

Brookline helps launch Edmonton’s newest unique shopping destination

Thursday, May 31st, 2018

Jenna Hamilton, Intern

Edmonton shoppers rejoice! The Premium Outlet Collection Edmonton International Airport (EIA), Edmonton’s first enclosed outlet offering has officially arrived and is sure to attract shoppers and travelers alike. The Premium Outlet Collection EIA, owned by global real-estate leader Ivanhoé Cambridge, is unlike any other with its standout features that provide an exceptional shopping experience for all Edmontonians. This includes features catered to travelers passing through the EIA, such as the flight status screens and boarding pass printing stations.

 

 

With many clients in the Edmonton area, Brookline was thrilled to leverage its Edmonton expertise to provide public relations and event planning support leading up to and during the mall’s grand opening week in early May 2018.

Prior to the opening, Brookline provided media relations support for the mall’s career fair, which offered more than 1,000 jobs to Edmontonians and surrounding residents. Thousands of applicants arrived with their resumes, with many leaving the fair as a new employee of the outlet mall. The positive news buzz generated 61 pieces of coverage, reaching a total of 9,030,907 impressions. Following the career fair, Ivanhoé Cambridge hosted a behind the scenes construction tour, inviting Edmonton and area media and influencers to get a sneak-peak of the nearly-completed shopping centre. Media enjoyed this exclusive day, and resulting coverage across all major Edmonton outlets included Global Edmonton, the Edmonton Journal, CBC and CTV Edmonton.

In the midst of the PR excitement, the Brookline events team commenced the planning of an unforgettable grand opening week. From a full-scale VIP event and Edmonton Oilers Alumni appearances to a custom-made chalk wall, roaming entertainment and a kid’s activity area, Brookline pulled out all the stops to ensure a memorable grand opening experience.

 

 

Grand opening day kicked-off with a DJ entertaining the thousands of shoppers waiting in line to be the first to enter the new mall, and the Edmonton Eskimos cheer team roused up the crowds ahead of the doors opening.

Beyond the doors, Edmonton’s favourite radio host Ryan Jespersen emceed an exclusive VIP ceremony. As the countdown began for the ribbon cutting, everyone in the ceremony could hear the roaring crowds from outside, joining in on celebrating the opening of the new shopping destination. Once the doors opened, shoppers were also invited to participate in a charitable to giving program – Vote For Your Tote. Influential Albertans were asked to design or decorate blank canvas tote bags, which were then displayed at the mall where the public were encouraged to vote on their favourite design, with each vote resulting in a $1 donation to the United Way. Notable tote bag designers included country music star Paul Brandt, Canadian Olympian Cassie Sharpe and Edmonton Oilers legend Kevin Lowe. A total of $10,000 was donated to the United Way on behalf of the new shopping centre as a result of the program.

 

 

Brookline’s overall public relations strategies resulted in over 25 million impressions, 184 media stories and coverage in several markets throughout the initiatives, as well as several successful and well-attended event initiatives.

 

Jenna Hamilton is an Intern at Brookline Public Relations. Her passion lies within the realms of event planning, strategic communications and media relations.

 

When Your Employees Go Rogue – How employees can do more damage than your competition

Monday, May 28th, 2018

Lisa Libin, Vice President

An employee can be a company’s strongest asset.  However, when an employee goes “rogue” – going against company policies and values, a PR crisis can ensue, reflecting and ultimately damaging a company’s brand.

From Starbucks employees choosing to have some loitering customers arrested to Tim Horton’s franchisees publicly lashing out over cuts to their benefits – although these issues are caused by rogue employees – it is still the responsibility of the brand to respond and clean up the mess.

What can a brand or company do when its reputation is tarnished by others? Below are some response recommendations for brands to follow when handling a PR issue not of their doing:

 

  1. Move quickly

With the power of social media, an incident is likely to go public, and potentially viral, like rapid fire. Gone are the days of having the luxury of sitting around a boardroom table for days to discuss a response – companies need to respond now. And fast. However, before distributing a response, ensure you are also following recommendation #2:

 

  1. Don’t be generic

Too often, companies are quick to respond with a generic statement – which can often cause additional frustration among consumers and the public who are looking for a more specific response or a call to action. Create a response that speaks to the problem – something as simple as “this isn’t acceptable, we are looking into it” can at least show the public you are taking the issue seriously.

 

  1. Tailor your reaction to the incident

There is no formulaic approach to a PR incident. Each crisis requires its own tailored response and outside counsel can often assist with creating a crisis communications path specific to the incident at hand.

 

  1. Go above and beyond when you can

This lesson can go all the way back to the Tylenol incident of the 1980’s where Johnson & Johnson recalled all of its products from the shelves, not just Tylenol products. An expensive business decision? Absolutely. But what it showed consumers is that Johnson & Johnson was willing to put customer safety ahead of profit margins to ensure all products were safe. When a brand goes beyond the simple response to an issue, it shows its audience that it truly cares and values their business.

 

While a number of recent incidents in the media have involved only one or two employees who made questionable or downright wrong decisions, it is always important to remember that all employees are representatives of the brand and it is important for the organization to act swiftly but act smartly.

 

 

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.

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.