Step inside the bold moves and breakthrough moments that defined a powerhouse year for one of the industry's most influential firms. We’re pulling back the curtain on Brookline Public Relations Inc. to reveal the high-impact growth and strategic wins that set them apart in 2025.
Agency Snapshot
Brookline Public Relations, Inc. is one of Canada's leading boutique public relations agencies with a superior track record for planning and executing award-winning public relations programs. We are dedicated to helping organizations build awareness, credibility and strong reputations worldwide. We are different because we deliver PR campaigns that achieve a balance between strategic planning, creative programming and relentless execution. Brookline is committed to providing both established market leaders and emerging players with the winning combination of fresh, creative, solid and professional campaigns that lead to measurable results and reach new levels of success.
Founded: 2004
Headquarters: Calgary, Alberta
Team size: 10 - 20
Core services: Public Relations, Media Relations, Event Management, Influencer Relations, Media Relations, Social Media
Agency Listing: Brookline Public Relations Inc.
Management Team
Shauna MacDonald – Founder & Principal
Leanna Kruk – Managing Director
Amanda Upshaw – Group Director
“2025 was the year of strength and success.”
— Shauna MacDonald, Founder & Principal, Brookline Public Relations Inc.
2025 Campaign Highlights
DeHavilland
In early October, Brookline facilitated a four-day Ottawa event for De Havilland Canada, managing event logistics from start to finish. The event brought together media, government officials and the public, culminating in the announcement of De Havilland Defence.
ATCO
Longtime Brookline client ATCO Energy tapped Brookline for the launch of its fall campaign. Brookline coordinated a campaign launch press conference and multiple, high traffic activations in Edmonton and Calgary. Brookline also managed two additional events for the brand, including announcing ATCO’s partnership with WINS and lighting the Spruce Meadows International Christmas Market tree in support of WINS and Habitat for Humanity.
The Brick
Our team supported The Brick with the successful opening of three new locations this year, which all saw tremendous public turnout and media coverage. Additionally, Brookline led media relations efforts for The Brick Invitational Hockey Tournament, which saw international coverage.
EarthLabs
Brookline assistedEarthLabs with the execution of their viral campaign The Great Canadian Treasure Hunt. The campaign enlisted Canadians to search the country for 1 million dollars in gold and sparked nationwide conversation about Minning in Canada. Media highlights included CBC, CTV and Popular Science.
The Team
Testimonials
Working with Brookline on our Eye See... Eye Learn™ program has been a gamechanger. Their team combines strategic insight with flawless execution, helping this important program continue to grow and reach new audiences. From media relations to influencer engagement, Brookline consistently delivers thoughtful, results-driven work that resonates with people across the province. They truly take the time to understand our goals and bring a level of professionalism, positivity and creativity that makes them a pleasure to work with. We couldn’t ask for a better partner to help us amplify the program and connect with the communities we serve.
Sabrina Licata
Communications Manager, Alberta Association of Optometrists
Brookline has been a strong partner for The Brick, supporting us with our communications needs across the country. From media relations and issues management to influencer engagement and community relations – Brookline is resourceful, professional and talented at what they do. They truly are an extension of The Brick team, and we trust them with our wide range of communications needs.
Ken Thrasher
Senior Director, Marketing and Ecommerce
We had a chance to catch up with Shauna and discuss several topics and moments that she and the rest of the team experienced over the last year. Here are some of the highlights:
How would you describe your agency’s year in one sentence?
"Strong and successful."
Utilizing AI While Maintaining Authenticity
The agency views AI as a powerful lever for efficiency, but approaches it with caution to protect brand reputation.
• A Tool, Not a Replacement: AI is viewed as an "extremely helpful tool" to sharpen skill sets and expertise, but it is explicitly not intended to replace human expertise
• The Authenticity Trap: The leadership team warns that AI is a "slippery slope." There is a strong focus on ensuring content remains authentic, noting that the market is savvy enough to "check" or "poke at" brands if they smell inauthenticity or overuse of AI
• Strategic Usage: The agency encourages using AI thoughtfully and with smart intentions, ensuring it does not replace existing tools but rather complements them
Beyond specific client wins, the agency celebrated several operational and reputational milestones:
• 21st Anniversary: The agency celebrated 21 years of business in October
• National Expansion via Toronto: A key highlight was the successful integration of a Toronto-based strategic PR consultant, Jessica Moran. Her presence helps build trust with national clients who value having a team on the ground in the eastern part of Canada
• Organic Growth: A primary driver of revenue was organic growth from current and past clients. Long-term clients are returning for new services, such as crisis management or branding, after previously engaging the agency for earned media
• National Recognition: The agency was grateful to receive national awards alongside its client wins.
While new clients are exciting, the biggest driver of growth this year was actually organic growth from current and past clients.
• Expanding Scopes: Clients who previously worked with the agency on specific tasks, like earned media, are returning for entirely different, higher-level services such as branding, crisis communication, and issues management.
• Retention: This highlighted the agency's ability to retain long-term relationships and expand them into new revenue streams.
Sector Resilience: Turning Challenges into Work
Despite economic headwinds affecting some of its core industries, the agency managed to increase its workload.
• Infrastructure & Energy: Clients in construction, energy, and infrastructure faced significant challenges this year, including tariffs, border issues, and tripled product costs.
• The Pivot: Rather than losing this work, the agency pivoted to help these clients manage the narrative. The economic difficulties actually led to an increase in work, as these companies needed proactive and reactive communications to address the industry instability.
The Personal "Aha Moment"
Finally, Shauna shared a personal highlight regarding a specific acquisition. Securing a major international brand—which had been on the principal's personal "top 10" target list—served as a validating "aha moment," forcing leadership to pause and appreciate that they are now managing all Canadian work for major global players
Campaign Photos
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