Archive for June, 2015

Brookline Public Relations Celebrates New Staff, Promotions and Great Client Wins

Friday, June 26th, 2015

Shauna MacDonald, Principal & Founder


Lisa Libin appointed Group Director, Alisha Samnani promoted to Account Supervisor

Edmonton Arena District, Shaw Communications, Cococo Chocolatiers, Canadian Alliance to End Homelessness, and Jack Daniels added to client roster

CALGARY – June 4, 2015?– There are exciting new developments happening at Brookline Public Relations (Brookline). Effective immediately, Lisa Libin has been appointed the agency’s Group Director and Alisha Samnani has been appointed to Account Supervisor.

Libin has worked in progressively senior roles in various agencies in Toronto. She has also worked for Canadian Blood Services and most recently, Rogers Communications Inc., managing the Western Canadian regions in both public relations and marketing capacities. She has won a variety of awards for her creative programs and stellar client service.

“Lisa brings a strong breadth of both agency and corporate experience which is important as our agency is growing exponentially right now,” says Shauna MacDonald, Principal and Founder, Brookline. “Her communications and marketing knowledge will help broaden Brookline’s national reach to become the leading boutique public relations agency in Canada.”

Samnani has dedicated more than four years to Brookline, propelling the business forward with her big picture thinking and strategic execution for some of the agency’s most celebrated brands. “Alisha’s natural ability to connect with clients and her commitment to growing Brookline has positioned her as a senior leader at the agency,” continues MacDonald. ”She has continually proven that there is no task too big or too small that she cannot execute seamlessly.”

These announcements come on the tails of a variety of new business wins for Brookline. Brookline has been busy working outside of Calgary, as the PR agency of record for the Edmonton Arena District – Canada’s largest mixed-used sports and entertainment development that will help transform and revitalize downtown Edmonton – led by a joint venture between the Katz Group and WAM Development Group. Brookline is also reaching the eastern borders as they lead the national launch for the Canadian Alliance to End Homelessness’ upcoming campaign in Toronto. Brookline has also recently signed on Jack Daniels Tennessee Whisky as well as Cococo Chocolatiers as new clients. Not to mention, Shaw Communications has re-signed with the agency for various public relations and community investment initiatives.

“In today’s current economy, companies are looking to spend smartly and PR and integrated marketing have always been great avenues to help organizations make a strategic impact when dollars are tight,” explains MacDonald. “Thanks to Brookline’s stellar reputation and strategic business model, we are fortunate to continue to grow during tougher economic times and continue to partner with so many amazing brands.”

About Brookline Public Relations, Inc.

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, Corporate Communications, Crisis Communications and Issues Management, Integrated Marketing, Event Management and Social Media. For more information please visit

For further information or media inquiries, please contact:

Shauna MacDonald
Principal & Founder
Brookline Public Relations, Inc.
P: 403-538-5645

The Merger Of Phone And TV – Is The Future Finally Here?

Wednesday, June 3rd, 2015

Lisa Libin, Group Director

Lisa May Post

As I re-enter the agency world after a hiatus, one thing I have realized was how quickly I need to re-immerse myself in the latest and greatest technologies in order to be a strong strategic advisor to clients and colleagues.

When I started here at @BrooklinePR, #Periscope was making its rise to fame in the online world in a rapid fashion, coming in strong and soon after having people question whether it has lasting potential or would make a quiet exit in the way many technologies have done before. April also was the peak of the hockey playoffs here in Calgary, and as I was watching the Calgary Flames give it all they had on television, I was also noticing how technologies like Periscope were sneaking their way into the way media were reporting game results.

Technology has consistently impacted how we watch TV. Gone are the days where we would watch game shows and simply yell the answer at Jeopardy to the screen, generating our own internal smugness when we got the answer right.? Today, networks are consistently looking at ways to make television shows more interactive – from weekly online voting about what contestants on Big Brother should eat, to the barrage of game shows that ask viewers to use their apps to play along. And while many of these “interactive” attempts simply haven’t caught on and gotten the viewership networks were banking on, they also didn’t move the needle in terms of changing the face of television and media.

Until Periscope. Periscope is a live?video streaming?app with the added feature that allows viewers to send “hearts” and interact with the broadcaster by tapping on the mobile screen as a form of appreciation. Viewers can also ask live questions or comment on what they’re seeing on-screen and the videographers or hosts can respond in real-time.

During the playoffs I started seeing numerous tweets and rants from reporters who were shooting live coverage using Periscope. Media were quickly realizing that Periscope was able to provide a new dimension to how their viewers watched the game by giving fans live, behind-the-scenes, exclusive viewing of their favourite teams. It also enabled journalists to show replays and other key game-time excitement while simultaneously interacting with those watching them.

No surprise, the NHL was not impressed with this “rogue” way of broadcasting games, and so suddenly Periscope was banned from the NHL. Other sporting organizations have been quick to follow suit including the PGA and, as of this week, the NFL.

To me, this demonstrates a sad state of how technology attempts to change media and the immediate barriers it faces when it is seen as a risk to the bottom line. In my opinion, if utilized correctly, these types of technologies can ultimately increase viewers and dollars if organizations could see the potential.

Periscope is a great partnership between phone and television. Many have been able to watch sports on their phones for years but now, not only can they watch the sports, they can be part of the action. The technology carries some big advantages that networks could easily embrace – first, it’s live. Anything that happens on and off the ice at a hockey game can be covered in real-time. This gives broadcasters – from sports media to news reporters to game show hosts, etc. the opportunity to show behind-the-scenes coverage that other reporters may not have access to, driving exclusive content to viewers and potentially creating larger broadcasting deals for the networks.

Second, it’s interactive. This isn’t just voting someone off the singing stage by phoning in a number; this is allowing people to love, comment, and criticize – all in real-time. This also enables the owner of the broadcast to see how many people are actually watching and who they are – so basically a network’s online viewership and demographic data is handed to them on a silver platter.

Finally, it’s free. Distribution costs nothing. So while a network can still show its TV broadcast in their traditional way, for zero cost they could also add an online Periscope broadcast and potentially gain a new level of viewership. Our own @BrooklinePR client @PaulBrandt recently used Periscope to broadcast the launch of his Canadian tour. Simple to execute, and very little cost compared to the traditional method of posting a press release on a national newswire. In his words, utilizing technology was a “game changer” in terms of how he got news out to fans and media.

Regardless of the rules that sporting organizations and networks put on technologies like Periscope, if the demand is real, people will find a way around the barriers. The $100 price tag to watch the hugely anticipated Mayweather-Pacquiao boxing match was negated by many who watched the fight via Periscope live stream. I think at some point, networks will be left with no choice but to embrace these new technologies or will ultimately be left behind. So the big question on my mind is, who will be the first to move the broadcasting needle?

Lisa Headshot

-Lisa Libin is Group Director at Brookline Public Relations. She is a seasoned communications practitioner who specializes in delivering smart, creative and results-driven programs for her clients. She has planned and executed winning campaigns for some of the world’s top consumer and corporate brands. Lisa’s strengths lie in issues management and brand reputation issues, working with local and global communications teams to handle ongoing and current industry issues.