Brookline has a longstanding relationship with ACE and was excited to support the ACE National Exposition with media relations, participating in the Career Opportunity Fair and on-site support. Throughout the year, Brookline provided media relations for ACE, and the National Exposition was a cumulative celebration of a year of hard work and preparation by the teams to showcase their projects.

This was my first personal experience at the ACE National Exposition, and I was blown away by the talent, ingenuity and dedication of the students. With inspiring words from Calgary Mayor Naheed Nenshi, ACE Founder and Chairman Ian Aitken, and President and CEO of Students in Free Enterprise (SIFE) Worldwide Alvin Rohrs, the enthusiasm and pride for the students’ accomplishments were infectious.

Congratulations to everyone who made this year’s event a resounding success.
^sg

Part of the expertise we offer to our clients at Brookline is media training. Recently, I have had the opportunity to participate in several client media training sessions. Each media training session is different, but one thing is always clear. Proper media training, and spokesperson preparedness is crucial in any organization.
A competent, well-prepared media spokesperson will earn the respect of reporters while positioning themselves as a thought leader and elevating their organization’s position in the marketplace.
Whether for a press conference, a one-on-one print, radio or television interview, it is essential to be prepared, and know your key messages.

Spokesperson Tips:

• Prepare and practise: Before any interview take a few minutes to review and rehearse what you plan on saying. Consider conducting a mini “mock interview” with a colleague.
• Know in advance the two or three ideas, or key messages, you want to communicate in any interview.
• Not all reporters are experts in the topics they cover. In most cases, they don’t know or want to know your jargon, so speak in plain English and avoid using acronyms or technical terms specific to your industry.
• Don’t agree to “off the record.” Never say anything to a reporter that you wouldn’t be comfortable seeing in print, hearing on the radio, or seeing on television or online. Everything is on the record!
• Don’t stonewall a reporter. Saying “no comment” signals mistrust. Instead, give the reasons: “I am not aware of that” or “I’m not the right person to provide that kind of information.”

Interviewing Techniques:

• Create a pre-interview checklist, and prepare prior to any interview. This checklist should include the media outlet, reporters name, reporter interest/angle etc.
• Use anecdotes to illustrate your key points enable your audience to relate to and comprehend your message, especially when dealing with more complicated topics.
• Use facts—simply expressed statements describing the way things are, this is especially important when dealing with a crisis.
• Make an analogy or comparison between two things. This makes your statements more memorable.
• Always keep cool, professional, and in control of the interview, even in the face of hostile reporters and questions.

- JM

Fast-growing American restaurant chain partners with PR firm to open first Canadian locations

CALGARY ALBERTA – (April 26, 2012) Brookline Public Relations, Inc. (Brookline) announced today it was selected by Smashburger, the rapidly expanding better burger restaurant concept, to manage the public relations surrounding the grand opening of its first Canadian locations.

An award-winning boutique PR firm, Brookline was selected to execute a comprehensive public relations program designed to introduce and increase awareness of the Smashburger brand in the Canadian marketplace.
“Brookline’s extensive consumer and hospitality expertise and successful track record for leading top restaurant clients were key factors in our decision,” said Dave Prokupek, Chairman and CEO of Smashburger. “We’re looking forward to working with Brookline on Calgary’s grand opening activities.”

The U.S. based company targeted Calgary as an attractive new market to open their first locations in Canada with plans to eventually open 10 to 15 more throughout Alberta. Other public relations responsibilities will include grand opening event logistics and ongoing media relations.

“We are looking forward to supporting Smashburger as they introduce their signature recipes and concepts to Calgarians,” said Shauna MacDonald, Principal and Founder of Brookline. “Smashburger is a well-established and respected fast-casual restaurant in the United States, and we can’t wait to share their ‘smashing’ story.”
The first location is scheduled to open in Calgary’s northeast quadrant in April 2012.

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About Smashburger

Smashburger is the America’s fastest growing, fast casual “better burger” restaurant and is currently branching out into Canada. Its hand-crafted burgers are made with fresh, never frozen, 100 per cent Certified Angus Beef, that are “smashed”, seared and seasoned on the grill to juicy perfection for every individual order. Guests can build their own burger masterpiece or enjoy one of Smashburger’s award winning signature recipes. Smashburger localizes its menu in every market including a unique burger and often chicken sandwiches, sides and shakes that highlight the distinctive flavours of that region. Smashburger also serves tender marinated grilled or crispy chicken sandwiches, black bean veggie burger, grilled and split hot dogs, freshly prepared entrée salads, kids’ meals, and an array of signature sides along with handspun Häagen-Dazs shakes and local beer. Developed and owned by private equity firm Consumer Capital Partners (CCP), Smashburger operates and develops both corporate and multi-unit franchise territories across the United States with 150 restaurants in 25 states nationwide. Smashburger topped Forbes America’s Most Promising Company list in 2011 and was also named to the 2011 Inc. 500 list. It is the recipient of the International Council of Shopping Centers 2011 Hot Retailer Award. To learn more, visit www.smashburger.com.

About Brookline Public Relations

Brookline Public Relations, Inc. is a strategic public relations and marketing communications firm dedicated to helping organizations build awareness, profile and credibility worldwide. 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, Industry Analyst Relations, Corporate Communications, Crisis Communications and Issues Management, Social Media, Marketing Communications and Event Management. For more information please visit www.brooklinepr.com.

Media Contact:

Robyn MacLean
Brookline Public Relations, Inc.
P: 403-538-5641 ext. 111
C: 403-875-9514
E: rmaclean@brooklinepr.com

Leading boutique public relations agency to support Calgary’s sandbox for ingenuity: Beakerhead
CALGARY, ALBERTA – April 24, 2012 – Brookline Public Relations (Brookline) has partnered with non-profit organization Beakerhead to tell an unprecedented story that will unfold on the streets of Calgary this July.

“It’s great that Brookline Public Relations is teaming up with us this summer to amaze Calgary with a dose of Beakerhead,” said Jay Ingram, co-founder of Beakerhead. “Beakerhead is a massive public spectacle that brings together innovation, creativity, arts and engineering. You have to see it to get it, and the team at Brookline is perfect for helping us create an unforgettable experience for Calgarians and tourists this July.”

The first standalone Beakerhead will launch September 11-15, 2013 and continue in the middle of September every year after that. Brookline will apply its communications and event production expertise to develop and execute a preview this summer that will culminate during the 2012 Calgary Stampede.

A world-wide first, Beakerhead is a carnival of human ingenuity that will engage and delight students, artists, engineers, scientists and tourists from all disciplines, from all over the world with contests, mechanical sculptures, larger-than-life theatre, interactive art and much more.

“Beakerhead shows the opportunity that exists when the arts and engineering sectors collaborate. It’s something that has never been recognized on this scale before,” said Shauna MacDonald, Principal and Founder of Brookline. “We are thrilled to work with Beakerhead and celebrate the talent and creativity of Calgarians and Canadians alike.”

For a video introduction to Beakerhead, please visit http://beakerhead.org/about/

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About Beakerhead

Beakerhead is an annual week-long city-wide highly participatory event that explodes with creativity on streets and screens. It is a hands-on happening, with a week of spectacle, exhibitions and challenges, attracting people from around the world during the early fall to Calgary. From outdoor artworks and late-night laboratories, to community contests and celebrations, interactive digital events for tablets and phones, to event premieres, Beakerhead creates a crucible of human ingenuity, mixing energetic community involvement with international talent and excellence. For more information please visit www.beakerhead.org.

About Brookline Public Relations

Brookline Public Relations, Inc. is a strategic public relations and marketing communications firm dedicated to helping organizations build awareness, profile and credibility worldwide. 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, Industry Analyst Relations, Corporate Communications, Crisis Communications and Issues Management, Marketing Communications and Event Management. For more information please visit www.brooklinepr.com.

For further information, please contact:
Paula Worthington
Brookline Public Relations
P: (403) 538-5641 ext. 104
C: (403) 585-2429
E: pworthington@brooklinepr.com

Last week, Calgary gathered to celebrate the start of the 100 day countdown to the 100^th Calgary Stampede, taking place July 6-15, 2012. Thousands gathered at Olympic Plaza to celebrate the upcoming Centennial, including a performance by Brookline client and country superstar Paul Brandt, who will be headlining this year’s grandstand show, aptly entitled “Century”. Other announcements included the naming of this year’s Parade Marshall – iconic country singer Ian Tyson.

Without a doubt, Stampede 2012 will be a busy one for the team at Brookline Public Relations, as we work with our clients on various Stampede-related events and projects. We can’t wait to do our part to help make the 100^th Stampede the best one yet. No matter where you’re from, I encourage you to be “Alberta bound” this Stampede.

It’s never too early to say it, so here goes – Yaaahooo!

^PW

1.       Don’t discuss issues of a sensitive nature

I feel this is an obvious one but worth mentioning.  Don’t assume you can write about anything you want just because it is YOUR blog.  Unless you have a specific niche blog (political, religious, etc.) steer clear of sensitive or distasteful topics that may drive your readers away. The last thing you want is your blog becoming a public forum battle ground.

2.       Don’t Speculate

Unless you know all the facts and can ensure the accuracy of your subject or topic, don’t write about it. Write about credible topics you are passionate about and are excited to share with followers.

3.       Don’t disappear

Yes, it can sometimes be difficult to come up with content and topics for your blog. But it’s important not to leave your followers hanging for weeks, waiting for the next post. In order to have a successful blog with plenty of visitors, you need to ensure consistent posts. Try posting at least four times a month, and make a content calendar ahead of time to help with those “slow news days”.  Or, alternatively, develop a relationship with a PR practitioner; we always have great topics and events going on and are more than happy to help!

4.       Don’t ignore Facebook and Twitter

Don’t assume that the moment you make your next post public, POOF! You’ll have hundreds of engaged readers. Share your blog via Facebook and Twitter to ensure maximum exposure and interaction.

5.       Don’t get sloppy

The advantage of a blog is having the ability to communicate in a more relaxed language. Although it can be a less formal medium of communication, it represents your organization, and you should always be professional and write with integrity. Triple check your spelling and ensure you’re using CP or AP style, and site your sources. You never know who will stumble across your blog and read your content.

6.       Don’t neglect to engage

If you’re asking for feedback and encouraging readers to comment on your posts, make sure you acknowledge their comments and engage in a conversation.  Although you might be afraid of what some readers may have to say, it was your choice to post information on a public forum, and with that comes the responsibility of engagement. Blogging is a two-way street so you need to be willing to take reader feedback.

If you keep these simple “what not to dos” in mind, before you know it, you could become a resourceful tool in the blogging and business community.  Happy blogging!

RM

Robyn MacLean is an Account Specialist at Brookline. She enjoys consumer public relations and is a passionate advocate for putting the Canadian culinary scene on the map to gain international recognition. In her spare time, she can be found snowboarding in the mountains most weekends and cooking for friends. 

“Brookline Public Relations’ continued creativity, professionalism and expertise has successfully aided in furthering our brand as we continue to expand across Western Canada,” said Tom Donaldson, President and CEO of Edo Japan. “Brookline always offers a fresh perspective and expertly pushes boundaries, producing nothing but solid results.”

 With respect to the continued partnership, Shauna MacDonald, Principal and Founder of Brookline Public Relations said, “We are thrilled to once again partner with Edo Japan. The Edo Japan team has been a pleasure to work with and we look forward to pursuing broader awareness for the brand.”

Edo Japan currently has more than 100 restaurants across Canada and continues to grow. Known for their sweet Teriyaki sauce and delicious food prepared in a traditional Teppanyaki-style, Edo Japan has proven popular with customers serving more than seven million meals annually, and has become a delicious, healthy and fresh alternative for Canadian consumers.

Brookline will continue to coordinate ongoing public relations efforts for Edo Japan including event management, media relations, issues and crisis management, franchise communications, and more.

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About Edo Japan

Established in 1979 in Calgary, Alberta, Edo Japan was designed to bring the freshness of hot Japanese Teppanyaki-style cooking to suburban shopping centres and food courts across Canada. Offering the highest quality, freshly prepared food in the quick service restaurant industry, Edo Japan has quickly become a popular alternative with more than 100 locations across Canada, and serving more than seven million meals annually. For more information please visit www.edojapan.com.

About Brookline Public Relations

Brookline Public Relations, Inc. is a strategic public relations and marketing communications firm dedicated to helping organizations build awareness, profile and credibility worldwide. 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, Industry Analyst Relations, Corporate Communications, Crisis Communications and Issues Management, Marketing Communications and Event Management. For more information please visit www.brooklinepr.com.

 For further information please contact:

Renee Hammill
Brookline Public Relations for Edo Japan
O: 403.538.5641 ext. 110
E: rhammill@brooklinepr.com

 Or

Alisha Samnani

Brookline Public Relations

O: 403.538.5641 ext. 102
E: asamnani@brooklinepr.com

http://www.brooklinepr.com

http://www.twitter.com/brooklinepr

On Wednesday, March 14, 2012 Brookline was proud to support the official grand opening and first annual Safety Fair at the Sanjel Cibolo facility located just outside of San Antonio, Texas.

Sanjel was joined by Dr. Henry Cuellar, United States Congressman of the House of Representatives, Elizabeth Ames Jones, Former Chairman of the Railroad Commission of Texas, and Jennifer Hartman, Mayor, City of Cibolo.

Sanjel was honoured to receive a U.S. flag, previously flown over the White House as a gift on behalf of Congressman Dr. Henry Cuellar. Sanjel was also presented with a proclamation on behalf of Governor Rick Perry.

Brookline was proud to help Sanjel host the official grand opening of the facility. Brookline’s main role leading up to and during the event was media and dignitary relations. The official grand opening and Safety Fair was attended by over 400 residents who enjoyed the opportunity to celebrate the grand opening and connect with Sanjel on all aspects of safety in the workplace and at home.

The weather was warm, the sun was shining while safety fair attendees and their families enjoyed a delicious southern BBQ, DJ, games, and the ability to tour local partner’s safety exhibits.

Congratulations to Sanjel on a successful official Grand Opening and inaugural Cibolo facility Safety Fair!

- JM

I was nervous and excited to spend my day shadowing the team at Brookline. All my worries and fears were quickly put to rest as I was introduced to the Brookline team and given a tour of the office. My day started off with a quick orientation as we went over my schedule for the day and I learned about the pillars and building bricks that help to make Brookline such a successful agency.

I got to talk to team members, where I learned how agency life works and what each of them was responsible for. I found that it was so easy to talk to them, which caused us go over the time limit. (Sorry Ashlee!) I was invited to sit in a “traffic” which is a staff meeting and got a first hand look at how fast-paced agency life can be. I got the opportunity to see what type of clients Brookline was working with and what type of projects they were currently focusing on. 

I spent time with some of the team members learning about media scanning and what types of tools I could use to help me with that. I also participated in two different brainstorming sessions with the Brookline team. I liked the flow of thoughts and how people would begin to work off one another and build on their ideas. My day ended with a wrap up session with the team where I got to share my experiences and thoughts from the day and ask any last questions.

The best aspect of my day was seeing how things I’ve learned in school could be applied to real life situations. Speaking with Shauna gave me invaluable insight and advice about the industry and I could see why Brookline has thrived and become so successful. I learned that although agency life can be hectic and fast-paced, it’s also equally rewarding and something that everyone should try once.

- MF

On Monday, March 5, 2012, Brookline Public Relations played a big role in giving Calgary a glimpse of the first Net Zero house as Landmark Homes unveiled its showhome at a special house assembly event in Cranston.

Brookline was tasked to take on all media relations and event logistics, and despite the odds being against us (snowstorm, road closures, and poor driving conditions) Calgary’s media came out in full force to support this newsworthy project.

This home marks the first of Landmark’s Net Zero energy, production-oriented suburban homes. Landmark demonstrated the latest in “green” technology as the Net Zero house was assembled in just a few hours, showing just how easy sustainable responsibility can be. The initiative will see the construction of 27 sustainably built and extremely energy efficient move-up homes, making it the first community of its kind in Alberta. 

Some might ask, “What exactly does ‘Net Zero’ mean?” Net Zero is a popular term to describe a home with zero net energy consumption and significantly reduced carbon emissions annually. These homes are not disconnected from the provincial electrical grid as all generated power flows back into it while drawing electricity as required resulting in an annualized net of zero energy used.

Stay tuned as Brookline continues to work with Landmark Homes each step of the way throughout their sustainable home building journey.

RM