Archive for the ‘Solid’ 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.

5 body language tips when meeting with clients

Wednesday, August 17th, 2016

Sophie Pilon, Account Supervisor

 

As the saying goes, we don’t have a second chance to make a good first impression.  To be exact, research tells us it’s more like 4 seconds; that’s how quickly we form judgments about others after an initial introduction. It’s another 30 seconds before that judgment is almost entirely finalized.

One of the many exciting components of my job is pitching and meeting with clients – from pitching a new idea or closing a deal with a client. Public speaking and presenting in front of a group of people re skills every public relations practitioner should perfect if they want to be successful. In light of that, I’ve decided to put together a list of tips on body language to make a lasting good impression.

  • Smile! You are on camera.

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Try walking down the street smiling at strangers. You will quickly realize that people will smile back at you… crazy, right? A genuine smile not only stimulates your own sense of well-being, it also tells those around you that you are approachable, cooperative and trustworthy. By walking into a room with a bright and cheerful smile, you will not only effect your own mood, but also the general excitement of the other people in the room.

  • Shake it like you mean it!

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Have you ever watched videos of awkward handshakes? It can be funny, but you really don’t want to be on the tail end of an awkward handshake.

Don’t minimize the importance of a good handshake in the workplace. The optimal business handshake strikes a balance between a forceful grip and a limp noodle. The extended hand should fully engage with the other person’s hand for the most impact. Weak handshakes that only grip fingertips may make a negative impression. Likewise, a break-your-fingers-style handshake presents an overly aggressive stance. How you shake hands provides subtle nonverbal cues about your personality and business style. In addition, when you shake someone’s hand, make sure to look them in the eye. That small gesture exudes immense confidence.

  • Channel your inner Beyoncé by power posing

My husband brought this to my attention a couple of years ago when I mentioned that public speaking sometimes made me nervous. He said he read an article saying you should always do power poses before going into important meetings and presentations. Power posing is basically believing how we stand can change our own confidence level, improve other’s perception of us as leaders, and directly impacting the success of our interpersonal exchanges.

Prepping for meetings with power posturing combined with some positive self-talk can make huge strides in remembering to keep your physical presence top of mind during the pitch. Before every big meetings I have, I always escape for a couple of minutes in the bathroom and channel by inner Beyoncé. I stand as tall as I can, roll my shoulders back, take a few deep breathes and remind myself that I am ready! If I have time (and I’m wearing the appropriate attire) I might even do a warrior pose. By walking into a meeting feeling calm and self-confident, you will radiate determination and poise, characteristics that clients are looking for from their PR professional.

Watch Amy Cuddy’s TED Talk on body language.

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  • Dress to impress

On the first day of my first professional job, by boss told me that when working in PR what you wear is very important: it’s a direct reflection of who you are and the work you do.

Clothes do make a difference in how we perceive ourselves, and how others perceive us. It’s important to wear clothes that make you feel comfortable and confident and fit right. It’s also about sending the right message to the people you are with. You can boost your confidence about yourself and your attire when you dress appropriately for the occasion, know the audience and reflect your personal style.

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  • Stop fidgeting

We all have nervous ticks – rocking back and forth, bouncing feet, throat-clearing, or twirling your hair. Fidgeting distracts from what you are trying to communicate and puts the focus on your ticks, rather than your dazzling expertise. Don’t be that person that looks like Elaine from Seinfeld on the dancefloor. Fidgeting is an obvious sign of anxiety and nervousness and sends the message loud and clear that you aren’t self-assured.

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Sophie Headshot

–Sophie Pilon is a seasoned public relations practitioner who has worked with a variety of companies, professional and amateur sport teams and not-for-profit organizations. Sophie’s strength lies in creating tailored strategic communications and media relations plans delivered to each client and their needs.