December 14th, 2017

Mark’s, Iron Mountain and Jayman BUILT join agency’s diverse and ever-growing client roster

CALGARY – (December 14, 2017) – Fashion, real estate and technology continue to be growing sectors for Brookline Public Relations (Brookline) as the agency celebrates its immense success and continued growth in 2017 with new client wins from Mark’s, Iron Mountain and Jayman BUILT (Jayman).

Mark’s, a national clothing and footwear retailer that focuses on quality, comfort and style, has engaged Brookline to support on event management and media relations for a variety of national campaigns. These include a community initiative in collaboration with Habitat for Humanity in Fort McMurray as well as for a new store opening in North Vancouver. On the coat-tails of these projects, Mark’s looked to Brookline for media relations and logistics support for its nation-wide holiday campaign and for event management for an activation event at Cadillac Fairview Toronto Eaton Centre and pop-up shops in both Calgary and Halifax.

“Brookline has a tremendous ability to work efficiently and effectively under tight deadlines,” said Christina Bullock, manager, communications at Mark’s. “The support they provide helps our organization continue to pursue fun and unique initiatives that set Mark’s apart.”

Iron Mountain, a global business with its Canadian headquarters in the GTA, works to reduce the costs and risks associated with information protection and storage in both digital and physical formats. Brookline supported Iron Mountain on its efforts to digitize Fort York National Historic Site in Toronto in celebration of Canada 150. Managing media relations for this initiative, Brookline secured media coverage for Iron Mountain in the technology and IT sectors. Building on the success of this campaign, Brookline will continue to work with Iron Mountain on future initiatives in 2018.

Jayman BUILT is one of Alberta’s largest homebuilders and an organization that takes great pride in its corporate social responsibility and community investment initiatives. Brookline was brought on this fall to support Jayman with media relations and other public relations activities. Specifically, Brookline is supporting Jayman’s philanthropic and community engagement initiatives, proactive media relations, as well as blogger/influencer relations. Brookline’s strong expertise in the real estate sector has already been widely recognized and Jayman has signed on to continue with service into 2018.

“One of our goals as an agency in 2017 was to continue to boldly build the Brookline brand, more specifically, by increasing our presence in new markets,” said Shauna MacDonald, principal and founder of Brookline Public Relations, Inc. “Adding these three prominent brands to our client roster has helped us achieve the goals we set out for 2017 and I look forward to seeing what opportunities these partnerships present in 2018.”

Brookline looks forward to seeing what projects arise in the new year and to providing its clients with a variety of public relations services including: media relations, crisis communications and issues management, digital and influencer engagement, integrated marketing and event management.


 About Brookline Public Relations, Inc.

Brookline Public Relations, Inc. is a strategic public relations and digital marketing communications firm dedicated to helping organizations build awareness, profile and credibility. Our core purpose is to support our clients’ goals with fresh and creative communications strategies by implementing a solid and professional approach while enthusiastically challenging the status quo. We want our clients to be recognized as industry leaders. Our services include: Media Relations, Corporate Communications, Crisis Communications and Issues Management, Integrated Marketing, Event Management, Digital Media and Influencer Engagement and Social Media. For more information please visit

For media inquiries, please contact:
Shauna MacDonald
Principal & Founder
Brookline Public Relations, Inc.

The value of mentorship

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.

Feld Entertainment brings childhood dreams to life in Calgary

December 7th, 2017

Dominica Nemec, Assistant Account Specialist



It doesn’t matter if you’re five or 50-years-old, obsessed with giant trucks jumping over cars or beautiful, iconic princesses skating gracefully though a musical number, Feld Entertainment is determined to make all of your childhood dreams come true.

The Brookline team was thrilled to work with the entertainment company to bring both Monster Jam and Disney On Ice to Calgary this year, giving all Calgarians the chance to feel like kids again. While the two are completely unique productions, both shows were equally magical in their own right and brought joy and happiness to massive crowds of adoring fans.



Managing mainly with media and blogger relations, Brookline was tasked with spreading the news of both productions within the Calgary market, beginning with Monster Jam in September. Media enjoyed an exclusive day with the drivers at the track, resulting in coverage across all major Calgary-based news outlets, including CTV, Global, Breakfast TV, NewsTalk 770, 660 News, Calgary Herald and more.


After the success of Monster Jam in the late summer, the Brookline team couldn’t wait to relive their childhood dreams as they worked with Feld Entertainment to bring the magic of Disney On Ice to Calgary. Between November 15th and 19th, Calgarians had the opportunity to see their favourite Disney characters – old and new – skate gracefully across the ice in Follow Your Heart, the show which brought Finding Dory to the ice for the first time.



Brookline helped share this magical news with the city primarily through media relations outreach. Coverage garnered for Disney On Ice included in-studio broadcast interviews with Breakfast Television, CTV, and Global and radio interviews with Country 105 and Virgin Radio and an on-air ticket giveaway contest with the CBC Eyeopener in which contestants had to match soundbites to Disney movies. In total, our outreach for the campaign secured over 25 pieces of unique coverage with over 5.5 million impressions.

Our agency also facilitated blogger relations, with a few lucky bloggers getting a sneak-peek before the show where they met some cast members, learned about the costumes and even lived out their dream of skating on the ice!

Needless to say, Calgary fell in love with both the roar of some of the world’s most famous Monster Jam trucks and seeing some of history’s favourite Disney characters dance across the ice. We can’t wait to relive childhood dreams yet again next time Feld Entertainment rolls (or skates) through town with its next adventure!



 Dominica Nemec is an Assistant Account Specialist at Brookline Public Relations. She is at her best when coming up with creative ways to tell a story and is a self-professed grammar geek. She has helped multiple brands tell their stories and build their reputations through media relations, digital communication and event planning.