Archive for the ‘Social Media’ Category

Hittin’ the Road in Style Thanks to Universal Ford Lincoln

Wednesday, July 20th, 2016

Ashlee Smith, Account Specialist


Brookline is excited to be working with Ford of Canada once again and we are looking forward to supporting their Southern Alberta grassroots public relations activities. We’ve supported the iconic brand with some exciting projects these past six months and we are thrilled to share some highlights in the following weeks. Enjoy the read, we sure enjoyed the road!

When driving on Alberta roads, safety is the first thing on everyone’s mind. So, when we had to hit the road in the middle of winter and head to Edmonton for a client media event, our first thought was we need a safe, reliable vehicle. We are precious cargo after all!

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We took the opportunity to experience a brand new 2017 Lincoln MKC loaned to us by Universal Ford Lincoln here in Calgary. For two ladies who own dated, shall we say, vehicles, we were tickled pink and jumped at the chance to safely travel in style to our northern neighbouring city.

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Technology has come a long way in vehicles with Ford offering an array of new technology across their lineup, and the 2017 Lincoln MKC is no exception. While driving the burgundy beauty, we noticed the lane keeping system which monitors road lane markings and helps drivers detect unintentional drifting outside of a lane. If the camera detects an impending unintentional drift, the system can use the steering system and the instrument cluster display to alert and aid drivers to stay in their lane. Needless to say, we had fun testing it out, safely of course!

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Yes! We were listening to rap oldies!

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The Lincoln MKC made a dull highway drive to Edmonton a real treat for us and we securely arrived on time for our media event and couldn’t wait to get back on the road in our luxury ride!

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Brookline is excited to be working with Ford of Canada once again and we are looking forward to supporting their Southern Alberta grassroots public relations activities.


-Ashlee Smith is an account specialist at Brookline Public Relations. She has solid work experience in community relations, marketing communications, event management, and media relations. She loves to get her hands dirty and immerse herself in ‘the details’.

Fact or Fiction? Debunking PR Myths and Setting the Record Straight

Tuesday, February 2nd, 2016

Pauline Tapuska, Intern


“No Mom, I don’t work at a TV station. And no, I can’t introduce you to Ellen DeGeneres.”

As many PR professionals can attest, one of the most misunderstood communications industries out there is public relations. Like many other industries, public relations is no stranger to the sting of misconceptions and stereotypes.  While some might envision careers like that of Samantha Jones on Sex and the City, others seem convinced that PR folks are glorified event planners, celebrity publicists and even spin doctors, the reality is that PR is much more meaningful and complex.

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Admittedly, public relations can be a difficult industry to define, so let’s set the record straight by debunking five common myths about PR:


Myth 1: Public relations is easy, so I’ll just do it myself

This is probably one of the most common misconceptions about public relations. Many organizations lack a strong understanding of PR and assume that simply publishing a few press releases is all it takes to capture the attention of the media. Wrong.

PR can be used to roll out much larger, more effective strategies that involve more than just writing press releases. Among many other things, PR is about developing consistent brand messaging across several channels, communicating effectively, creating and maintaining relationships, and building an extensive knowledge of the industries in which you and your clients operate.

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Myth 2: Public relations will make my business famous overnight

As much as we wish this was true, building a brand takes time, hard work and a lot of creativity, which is why PR is more effective as part of a long-term strategy. PR pros work every day to develop fresh communication strategies and execute them effectively in order to garner audience awareness and media attention for their clients. Coming up with unique and newsworthy angles to communicate a client’s story isn’t always easy, but hard work pays off in the long run (if not overnight)!

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Myth 3: PR pros prevent the media from talking to who they really want to talk to

Ah, yes, the common misconception that our job is to keep media away from the real story. In reality, it’s our job to connect people! PR practitioners put media in touch with spokespeople who can confidently offer useful and knowledgeable insight into specific subject matter. Just because media want to interview the CEO of a company, doesn’t mean that person is in possession of the information needed to speak to a certain topic. Public relations professionals find the best person for the story and ensure media get the most accurate information for their audience.

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Myth 4: Public relations is all spin, slogans and propaganda

Propaganda is typically a tool of the state, used to manipulate people into actions that are not in their best interest. Contrary to this definition, we hold ourselves to high ethical standards and avoid spin, slogans and propaganda techniques at all costs. In fact, PR practitioners are held to codes of ethical and moral professional conduct, like the Canadian Public Relations Society’s Code of Ethics.

In addition, today’s audience has never been more intelligent or sophisticated. There are countless alternative sources for the public to gather information from and they are not easily fooled by biased or ethically questionable content. To put it simply, transparency is key when communicating our clients’ messages and it is our job to work together with the media to do so in an upstanding and ethical manner.

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Myth 5: Public relations only deals with social media nowadays

In the world of public relations, social media is an increasingly important tool for generating audience awareness, sharing brand stories and so much more. And although it is a valuable messaging platform, social media is not the only communications channel used in the business. Traditional media channels like print and broadcast continue to hold weight with a number of key audiences, and emerging media like blogs and other online news sources are gaining prominence and traction daily. Beyond that, public relations encompasses more than just media relations – media training, crisis communications and issues management, integrated marketing, branding, and event management are just a few of the service areas that fall under the umbrella of PR.PR Myths 6


As professional communicators, it’s up to us to continue to break free from stereotypes and misconceptions like these – luckily we’ve got the tools and know-how to do so! And it is our hope that as the influence of the PR industry continues to grow, a clearer understanding of what we do and why we do it will continue to grow too.

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Pauline Headshot

– Pauline Tapuska is an Intern at Brookline Public Relations. She brings experience in the areas of internal and corporate communications. Her expertise lies in event management, social media utilization and content creation.


Keep Things Pinteresting

Thursday, September 10th, 2015

Erica Morgan, Account Specialist


Pinterest. A good old fashion bulletin board reimagined and brought to life in the digital world. The only difference is now we can communicate the ideas we see fit to ‘put a pin in’ with the people around us, and the entirety of the World Wide Web while we’re at it. Pinterest is a pin board, but it is also so much more. It has taken the age-old idea of holding onto ideas in physical form and has transformed it into an online masterpiece that allows us to grab hold of virtual ideas, collect them, share them, borrow them from our friends and even create them. And best of all, it subscribes to the modern adage that visual is where it’s at.


Gone are the days of text heavy essays explaining DIY projects and recipes – who wants to weed through a mess of written instructions when the finished projects and the steps to get there are so neatly spelled out in the beautiful imagery that graces the pin boards of the internet? And why bother trying to explain an event or what’s trending in spring décor when you can create an entire vision without having to type a single word?


We at Brookline strive to embrace the visual world that is quickly overtaking not only the internet, but the real world as well. No one has time to read anymore, and what one sentence can convey is quickly overshadowed by the meaning that can be inferred from the thousands of words given to us by a carefully selected series of images.


Pinterest is just one of the tools we love to use that combines the simplicity of the visual world with the complexity of thought that emerges when a specific series of images is strung together in a particular fashion. A grouping of images, or pin board, can be used to share key information with our clients, partners, followers and fans in an easy to understand and user-friendly manner. Everything from events to client work, from PR tips to what’s in this season, can be shared through a medium that internet users find extremely appealing.


Experienced in the strategic uses of Pinterest and having fallen victim to the vortex of pinning more than once, the Brookline team is well-versed in the value Pinterest can have for businesses, as well as individuals, and we know how to approach and wield it in ways that best suit the social strategy of our agency.


So follow along as our pinning adventures continue, and you might just find a thing or two worth repining yourself.





Erica BW Vertical

– Erica Morgan is an Account Specialist at Brookline Public Relations. She brings experience in the areas of internal communications, branding and business ethics. Erica’s main areas of practice focus on event management, social media strategy and media relations.