Top 20 Learnings After 20 Years in PR

Written By: Shauna MacDonald, Brookline Public Relations

Brookline Public Relations, Inc. (Brookline) recently celebrated its 20th anniversary, marking two decades of innovative public relations strategies and success in the Canadian public relations industry. To commemorate 20 years in business, Shauna MacDonald, Brookline’s Founder and Principal shares 20 of her top key learnings and takeaways.

1. Stay Relevant

In an ever-changing industry, staying current with trends, technologies and client preferences is essential. Over the past 20 years, Brookline has diversified its services to include a digital and design department, enabling an integrated marketing approach that enhances brand presence across local, national and international markets. Additionally, the firm has expanded some of its service offerings to support its clients varying needs including Indigenous relations, brand strategy, financial communications and more.

2. Own Your Mistakes and Your Successes

It is important to understand that taking responsibility for both achievements and setbacks builds credibility. Acknowledging mistakes fosters trust and demonstrates accountability, while celebrating successes boosts team morale and reinforces a culture of shared achievement.

3. Resiliency Is Huge

The PR landscape can be unpredictable, presenting various challenges. In recent years, Brookline has proven its resilience, thriving amidst a global pandemic, economic turmoil and industry changes, showcasing strength through a growing client base and increasing revenue.

4. Just Because It’s Shiny Doesn't Mean It’s Cool

Not every trend warrants pursuit. Focus on strategies that align with your business goals and your clients’ goals, and resonate with your audience, prioritizing potential impact over fleeting allure.

5. Plan Ahead

There’s always value in planning. Developing comprehensive strategies ensures preparedness for challenges and opportunities, facilitating the smooth execution of campaigns.

6. Inspiration is Where You Least Expect It

Creativity can emerge from the most unexpected sources. Remaining open to new ideas and experiences can lead to innovative solutions and fresh perspectives.

7. You Don’t Need to be the Smartest in the Room

Surround yourself with diverse talent and embrace collaboration. This mindset enriches learning opportunities and enhances the overall quality of work, as well as enriches the team experience.

8. Have a Compatible and Cohesive Team

The Brookline team is passionate and driven, always going the extra mile for clients and challenging the status quo. This cohesive environment allows us to tackle challenges effectively and deliver impactful results. A positive team culture is also vital for collaboration and success. When team members support one another and share a common vision, they can achieve remarkable outcomes together.

9. Never Get Comfortable

Complacency stifles innovation and growth. Continuously challenge yourself and your team to stay competitive and prepared for whatever the industry presents.

10. Stay Humble

Check your ego at the door. Recognizing that everyone has something to contribute fosters a culture of respect and continuous learning.

11. Listen and Accept Feedback, Keep an Open Mind

Never be afraid of feedback! Constructive criticism is a powerful tool for growth and being open to feedback refines strategies and strengthens skills, ultimately leading to better outcomes. Brookline continues to thrive and experience stronger years in terms of its growing client base and revenue to date. Keeping an open mind and never shying away from a challenge keeps the work fresh and allows the team to flex and apply a number of their skills.

12. Lean Into Change

Adaptability is vital in public relations. Embracing new ideas and methodologies enhances effectiveness and keeps strategies fresh and relevant, which is key to success in the industry.

13. Know Your Worth

Understanding the value you bring enables you to advocate for yourself and your team. It’s important to recognize your contributions to the team to allow your confidence to build and ensure your worth on the team!

14. Importance of Relationships

Building and nurturing relationships with clients, media and colleagues is essential for success. Strong connections foster trust and collaboration, leading to better outcomes and a great network of support.

15. Always Be Learning and Growing

The public relations field is dynamic, making ongoing education vital. Stay curious and seek new knowledge and experiences to remain innovative and effective.

16. Never Shy Away from a Challenge

At Brookline, we embrace challenges with passion, discipline and focus. Challenges provide our team with the capability to persevere, which allows us to better provide clients with the competitive edge they need in today’s complex communications landscape.

17. The Power of Strategy

Brookline was built on a simple yet powerful strategy: hiring top talent to strengthen the team and enhance client service. Our unwavering vision since 2004 has been to be Canada’s leading boutique public relations firm, grounded in integrity that our employees, clients, partners, and peers have come to expect.

18. Give Back

Community is critical! Brookline is committed to giving back to the community through guest lectures for post-secondary PR programs, pro-bono services for local organizations and active participation on the Boards throughout the city. In addition, we encourage our team at all levels to stay connected through passionate volunteering.

19. Stay Connected

Throughout her entrepreneurial journey, Shauna has surrounded herself with valuable mentors for guidance in business and management. She continues to engage with mentors and serves as a mentor herself, striving to uphold the highest quality and ethical standards in the industry.

20. Evolution

The concept of Brookline was inspired by a city close to Shauna’s heart—Boston—where her passion for PR blossomed. Named after her Boston neighbourhood, Brookline’s office walls pay homage to the city where she completed her Master’s in Communications and launched her career. While you should always look ahead to where you want to be, it is important to always look back on where it all began!

About Brookline Public Relations:

Brookline has established itself as a leading boutique public relations agency in the North American public relations industry, with Shauna at the helm. Since its inception, the agency has offered cornerstone services to its clients and continues to do as such by providing results that are fresh, creative, solid and professional whilst applying these top 20 takeaways.

Remaining dedicated to its mission of providing exceptional public relations services, while continuing to adapt to the ever-changing landscape of communications, Brookline looks forward to the years of service in the coming years and looks fondly on the years that have brought the team and organization to this point!