Welcome to the new Elettra Communications website. We’ve got to say, there’s nothing quite like a fresh start and a new look to put a spring in a PR agency’s step.

Putting together a new website is a great opportunity for a bit of organizational soul searching. It’s as much about honing in on what we do best, as it is getting crystal clear about the kind of work we really want to do. You know, the stuff that makes us excited to come to work every day.

And we think we’ve pretty much nailed it with our Services page. There it is all in one place – the media relations, communications strategy, events, and community relations work that makes us so grateful to be working as communicators.

Of course, launching a new website is the perfect time to make sure your SEO i’s are dotted and t’s are crossed. Thanks to Leanne Kedrosky on our team for supporting that process.

Thanks to Michael Young for the photography of our beloved office space. We think it really makes the website sing.

And thanks to everyone in the office for putting up with weeks of hearing me say “what about this?” and “how about that?” and giving their honest, but ever constructive, feedback.

- Simone Abt

Vancouver’s first ever Literacy Month is in full swing. Decoda Literacy Solutions kicked off events with a flag-raising at Vancouver City Hall on UNESCO-designated International Literacy Day.
 
Local dignitaries including City Councillor Kerry Jang joined Decoda representatives at the Commemorative Flag Plaza to launch Literacy Month and Literacy is Life, the literacy organization’s month-long awareness and fundraising campaign. 
 
What’s more, BC Place, Canada Place, Science World and the main entrance of the provincial Legislature in Victoria lit up in Decoda purple that evening in support of Iiteracy in BC. 
 
The Literacy is Life campaign will run through the end of September and features a fun team trivia challenge to raise funds to support the provision of literacy resources in 400 communities throughout BC. Companies, organizations, and members of the public are encouraged to get a team together in support of the campaign. 
 
The Vancouver Literacy Team Trivia Challenge takes place on September 29 at Red Card Sports Bar & Eatery on Smithe Street from 6-9pm.
 
The campaign also offers a letter writing contest whereby children, youth and adults are asked to explain what literacy means to them, how it has impacted their lives and what they have done to increase literacy in their community. 
 
To get involved and learn more about the resources available go to www.literacyislife.ca or keep an eye out for #literacy is life!

As a British/Irish transplant in Canada (I’m from Northern Ireland) I had previously thought that the basics of PR would be pretty much the same no matter where one was in the western world.

I was wrong.  I learnt, I mean learned, that very quickly upon landing my first PR position in Vancouver.

While the principles and objectives are very much the same there are some subtle, and some not-so-subtle, differences between practicing PR in Belfast and Vancouver. I’ve summarised, or rather, summarized, some of these differences below:

The first hurdle?  Canadian spelling.  A confusing mix of American and English, I didn’t even know there was such a thing until I started having to use it on a daily basis. And why doesn’t Microsoft acknowledge it in its spell-check options? After 16 months I think I’ve finally mastered the usage and it’s almost second nature now, however, I do fear my former colleagues and journalist friends back home may be silently judging me each time I use it in a Facebook post.

PR Terminology.  I’ve been met with my fair share of confused looks since taking up this position due to the terminology I use.

Here what I previously referred to as a Diary Note is a Media Advisory.  The content I normally used in the Notes to Editor section below my press release is now used in a fact sheet.

Photography.  Back in Belfast our main goal was print media. As a small region with very limited regional radio and television programming, most of which was taken up with political reporting, generating broadcast coverage was rarely achievable no matter how compelling the client’s story may be.  However, the golden rule for getting plentiful print coverage in Belfast was to have a quirky, colourful image accompanying your media release….featuring at least one attractive female. Hence, no matter the story - whether it be business, trade or lifestyle - a model was generally booked for a photo shoot and I was off on the hunt for props and costumes.

Here in Vancouver I have had more contact with broadcast media in the last 16 months than I did in 6 years in Belfast.  There is definitely more human interest content on news shows here.  It can be the daily newspapers that are the hardest nuts to crack.

Quirks aside…the biggest challenge was learning an entire media market from scratch.  Radio and TV call signs also stumped me for a bit but in time I’ve become familiar with the various channels, their programming and the types of content they carry.

The last 16 months have been a fantastic learning experience and this has greatly widened my outlook and made me more adaptable and flexible in my role. Having the opportunity to gain experience in your chosen industry in different cultures and countries is something I would thoroughly recommend to anyone.

Welcome to our ongoing series, “Two Minutes With”. We’re getting to know a little more about the Elettra team, our clients, and our partners/suppliers. Today we chat with Elettra Account Coordinator, Leanne Kedrosky.

​Favourite place to visit: My favourite place I have been is Positano, off the Amalfi Coast of Italy. It is incredibly beautiful and calm.

Favourite food: Banana milkshakes – what a treat.

Morning beverage of choice: Black coffee to kick my mornings up a notch.

Favourite social media site: Pinterest – there is so much inspiration! Whether it’s what to cook for dinner, new makeup tricks, or how to make a bookshelf from pipe (tried it, love it!).

If you didn’t work in PR, what would you choose to do: Ideally, I would be a pirate. Realistically, I would be a professional equestrian.

Natural talent you wish you had: I’ve always wished I could sing – you don’t want to hear my family sing Happy Birthday. We are the most out of tune bunch.

If you could be any fictional character, who would you choose?

Thor! Ability to fly, manipulate weather, have super strength and agility, and be incredibly intelligent? Yes please! Plus, being friends with the rest of the Avengers would be a great time.

Part of the excitement of working in PR is all the different types of events we plan. For example, last Thursday we helped BCAA show their valued Members how rewarding membership can be – by giving away free ice cream! We set up a team at the Marble Slab in Langley to surprise and delight BCAA Members with fresh, made-in-house ice cream. All members had to do was show their BCAA card and enjoy. Customers also had the opportunity to take photos with props at our photo wall and listen to QMFM live on location.

If you are a BCAA Member, check out where you can save at over 100,000 partner locations worldwide including hotels, shoes, travel insurance, and more. See at bcaa.com/savings for more details.

Check out these pictures from the event:

Opening day is here for this summer’s YVR Take-Off Fridays. Every Friday from today until August 28, the terminal will come alive with music, entertainment and family-friendly activities.

We stopped by to check things out, and we weren’t disappointed. Today’s event had a DJ, live musicians, caricaturists, balloon artists, mascots, face painting and more. You can enjoy these activities between 9 a.m. – 3 p.m.

Each Friday there will be delicious food samples and great deals from airport shops and restaurants. On select days there will be on-site activities with The Vancouver Aquarium, Science World, and the Vancouver Canadians.

For the aviation buffs, in the Public Observation Area there are interactive displays, quizzes, and behind the scenes videos. Tours are also available to learn about YVR’s history, art, and operations.

We’ll be back soon and hope to see you there too!

Here’s what you need to know:

WHEN:               Every Friday from July 3 to August 28,             9 a.m. – 3 p.m.

WHERE:             Vancouver International Airport, Domestic and International Terminals, Departures – Level 3

COST:                 Free event. Reduced parking rate available for $5 for up to four hours. Parking vouchers available at the Customer Information Counter, International Terminal, Level 3

ONLINE:            Website: www.yvr.ca | Twitter: @yvrairport | Facebook: Vancouver International Airport

#YVRTakeOffFridays

Two months ago I began my internship at Elettra. I’ve somehow time warped into my last week, because it feels like yesterday was my first day. That being said, I’ve been fortunate to accomplish a lot in eight weeks. Between helping out with events, drafting communication tools, creating social media content and putting together media kits, it’s been an exciting time. For the sake of being short and sweet, I won’t recap everything I’ve experienced here. Instead, I’ll share the top three lessons I’ve learned.

Lesson 1: Know your industry Completing PR school in Toronto, I was curious about how Vancouver would compare. If I’ve learned one thing, it’s that practical skills are only as valuable as your knowledge of the industry. Being a good writer means nothing if you don’t know who to pitch to, or how to address your audience.

At Elettra I spent plenty of time familiarizing myself with the Vancouver media landscape – studying local newspapers and blogs, scanning for coverage, and composing media lists.

Lesson 2: Be detail-oriented I was lucky to experience the Pacific Centre Make an Entrance fashion show from planning stages to event day. I quickly learned how important attention to detail is, as we examined every angle of the event – from what to do if it rained, to what kind of skirting to use on the runway.

Simone warned me, be ready for anything. If you can imagine it, it can happen. Behind the scenes, the ladies of Elettra were prepared for any possible situation. This meticulous mindset resulted in a successful and memorable event.

Jenny

Lesson 3: Think creatively Throughout my internship I also worked on creating social media content for Harbour Centre. In agency you’re forced to think creatively, as each client has a unique set of needs. The challenge here was crafting content that’s appealing for their audience, while remaining relevant to current news and events. Generating ongoing, original content encouraged me to explore new methods of thought.

Team brainstorm sessions certainly help with the creative process. Thankfully I was able to listen and contribute to quite a few during my internship. The fantastic part about Elettra is their collaborative environment, which breeds excitement and innovation within the team.

So that about sums it up. It’s hard to list only three takeaways, because I’ve learned countless things during my internship. I owe a huge thank you to the ladies of Elettra for offering me their knowledge, insight and support. As for me, onto the next chapter of my PR story!

You can reach Jenny on LinkedIn here.

For the past couple of months, Elettra Communications has been working with the Industry Council for Aboriginal Business on planning and preparation for the launch of its new communications program. Today the first piece of that communications program was unveiled - a brand new website. The Industry Council for Aboriginal Business is BC's go-to organization for connecting industry and the Aboriginal business community. ICAB works to foster a vibrant BC economy where Aboriginal and non-Aboriginal people work together and form meaningful business partnerships.

It's been a pleasure working on this website partnership with ICAB's Executive Director, Lana Eagle, as well as Brett and Nicole from the Suite Apps team who did the design.

Take a peek at the new site!

Welcome to our ongoing series, “Two Minutes With”. We’re getting to know a little more about the Elettra team, our clients, and our partners/suppliers. Today we chat with Meetingmax's Community & Marketing Manager, Kelly Heesterman.

​Alma Mater: BCIT Marketing Communications. And soon to be graduate of The Institute of Holistic Nutrition.

Favourite restaurant or food: Mexican! Salsa and Agave is right around the corner from my office. They were sold out of guacamole today… I was devastated.

Favourite author: Louise Hay, Shawn Achor, Brene Brown

Morning beverage of choice: Green Juice! Today was lemon, ginger, cucumber, dandelion greens, and an apple. Lately I’ve also being starting the day with a glass of water and bentonite clay to flush out toxins. That’s right, I willingly drink dirt…

Favourite spot in Vancouver: Lighthouse Park in West Vancouver.

Favourite font: Calibri, 10.5

Best piece of career advice you have received? That failure is okay. Failure to change however is not okay.

If you didn’t work in marketing, what would you choose to do? Holistic Nutrition or Interior Design.

What are you most proud of in your career? Several of the Meetingmax crew recently went to the SXSW Festival in Austin, TX to exhibit at the Interactive tradeshow and to connect with our client (SXSW). It was pretty surreal to see that our reservation technology was powering such a substantial event. Not to mention the housing team was able to spend time with us in the evenings, something almost unheard of in prior years as they would often have to work late into the evenings. I love knowing that our software can actually enhance our clients’ personal lives by improving processes and giving them the gift of time.

What characteristic do you value most in your work colleagues? A positive attitude.

Why do you choose to live in Vancouver? It’s my hometown.

Natural talent you wish you had: Public speaking

What is something you learned in the last week? Every month our team reads a book together, currently we’re reading Leadership and Self-Deception by the Arbinger Institute. In a nutshell, self-deception occurs when we hold on to a certain belief and then justify our actions to fuel that belief. It brought on a lot of self-reflection and is changing the way I interact in certain situations and relationships. It’s a goodie.

What is your favourite PR campaign (local, national, or international): There’s a lot of cool stuff going on. Here’s a couple that caught my attention:

• Volkswagon and DDB Russia recently launched a Think Blue campaign which encourages people to recycle their old batteries in exchange for small tokens - http://www.psfk.com/2015/04/volkswagen-vending-machine-batteries-money-think-blue-campaign.html
• Burger King is paying for the wedding of Mr. Burger and Ms. King…. Clever - http://www.theglobeandmail.com/news/world/burger-king-to-pay-for-wedding-of-mr-burger-and-ms-king-in-illinois/article23826308/

Earlier this week, Pacific Centre officially open its new retail expansion. New shops include Ted Baker, Kate Spade, TUMI, Weekend MaxMara, Hugo BOSS, and Vancouver's first AllSaints. More retailers will be opening later this summer and into the fall.

To celebrate the opening, Pacific Centre charged Elettra Communications with planning and executing an outdoor fashion event on Granville Street. Thirty stunning models walked our open-air catwalk and 300 ft red carpet, showing gorgeous looks from Pacific Centre's newest shops.

Here are some pics of Elettra's event set up and the fashion show. Enjoy!

This is the fourth post in our ongoing series, “Two Minutes With”. We’re getting to know a little more about the Elettra team, our clients, and our partners/suppliers. Today we chat with Elettra Managing Partner, Gwen Hardy.

Alma Mater:  UVic

Favourite restaurant or food: For dinner, Chambar. Specifically the Moules Congolaise. Possibly the only dish I have ordered there but it’s hard to deviate when you know you love something. For lunch, whenever I have time to walk a few extra blocks, I head to India Abroad on Hornby. Their vegetarian dishes are full of flavour, their naan is fresh, and they have a side salad with an inexplicably spicy yogurt sauce that just works. Heaven.

Morning beverage of choice: Typhoo tea to ease me into the day, followed by black coffee at work.

Favourite spot in Vancouver: On the water in Howe Sound.

Oxford comma: Yay or nay? Yay. The infographic featuring strippers, JFK, and Stalin pretty much sums it up for me. (Do a Google image search. You’ll get it.)

Best piece of career advice you have received? Contribute. In every meeting, on every conference call, and in every interaction make sure that you add value to the conversation.

What are you most proud of in your career? Striking out on our own and starting Elettra.

Why do you choose to live in Vancouver? The water. I love visiting other places, but I feel claustrophobic when I can’t get to a beach or get on a boat. Makes the mortgage payments worth it. Almost.

Which news story were you most captivated by in the past year? I would have to say the ongoing Federal election campaign. Unlike with a snap election call, fixed election dates mean that the electorate gets to take a good, long look at their candidates. Hopefully this will result in more substantive discussions around the issues.

Where would we typically find you on the weekend and what would you be doing? Chasing after my kids, aged two and four.

What is something you learned in the last week? That oysters boost your serotonin levels. Margaret Trudeau was the keynote speaker at the Kettle Society’s Making a Difference luncheon last week. She shared her personal story and talked about how important diet is in maintaining mental health.

A university degree is part of our identity in the working world, and often stands as common ground to make a new connection. Even years after the degree hangs on the wall, our network of peers continues to grow.

UBC has a strong penchant for alumni relations and believes in supporting the lifelong community you join when becoming a UBC student. Their new complex, the Robert H. Lee Alumni Centre was born to facilitate relationships of likeminded students and alumni.

The centre, located at the corner of University Boulevard and East mall in the Vancouver Campus, is home to classrooms, social spaces, a lounge library and café. Its other main function, a selling point for those who aren’t Thunderbirds, is as a conference and events venue.

The 41,700 square foot facility can house anything from corporate meetings to fundraisers and weddings. The smallest space, ideal for meetings or web-conferences, is an intimate size of 350 square feet. For those looking to host a larger-scale event, parties of up to 400 can fit inside the reception-style space.

Although built in the spirit of alumni relations, the complex was designed to accommodate all types of events. Its diverse selection of spaces boasts advanced technology for audio, video, telecommunication services, digital signage and web-conferencing.

To ease the process of event preparation, the centre provides front-of-house staff to support planning. In-house kitchen and catering staff are also available.

Check out this article from Meetings Canada for more info!

One of the most common pieces of advice I received at the start of my career in public relations was to read - A LOT. Pick up everything and anything and pay attention to tone and voice. Then, continually practice your own writing. With this advice in mind, I picked up Margaret Trudeau’s new book - The Time of Your Life: Choosing a vibrant, joyful future. She will be in Vancouver May 21st to speak at The Kettle Society’sMaking a Difference Luncheon and I thought I would try to better understand her in advance of the event.

Given the intended audience of the book is women over 50, and I am in my early twenties, I was surprised how often I could relate to Trudeau’s words. The following are three of my favourite ideas from the book: 

1) “The cognitive unconscious cannot tell the difference between a physical threat and a threat to the ego.” Ever notice that whether we are hurt physically or mentally we exhibit the same symptoms? We become short of breath, our heart rate elevates, and we become nauseated. Next time your ego is taking a hit, try and keep your rational brain in control by remembering how your brain is deciphering this ‘threat.’

2) “Leave aging gracefully to out grandmothers, it’s time to age proactively.” What we do in our young lives affects how we feel as we age. Exercise and nutrition can be used as a preventative practice for disease and injury. Eating right and exercising regularly when you are young is an investment in your body and will help you dramatically as you age.

3) “The term mental health has become synonymous not with health, but with illness.” There is a great deal of sigma that surrounds the issue of brain health. People fear being labeled as mentally ill and this fear often hinders them from seeking help. The fear and stigma can create a bigger barrier to a satisfying life than the illness itself, in many cases. Trudeau will cover this and more mind opening matters during her keynote speech at Kettle’s Making a Difference Luncheon.

After reading Trudeau’s book, I am excited to listen to her speech on May 21st. Want a little inspiration in your life? Join us at the Four Seasons Hotel in Vancouver for insight into Trudeau’s struggle with overcoming a mental illness. Then after the event, have a copy of her latest book signed to take home and enjoy.

For tickets to Kettle’s Making a Difference Luncheon visit: http://www.thekettle.ca/2015-making-a-difference-luncheon/