In late March, as everyone (including the Elettra team) was cooped up inside due to COVID-19, a certain Netflix docuseries about a colourful zookeeper took the world by storm. Little did we know as we watched our way through all seven episodes that this fantastical series about a big cat zoo in Oklahoma was going to hit far closer to home.

Indeed, it wasn’t long afterwards that, through an unlikely client connection, we found ourselves doing PR for none other than Dillon Passage, Joe Exotic’s current husband.

Now, it won’t surprise you to learn that doing PR for a reality TV star is different than doing it for a CEO or a politician. The strategies that you need to employ and the approach you need to take are completely different. To give you an idea, here are some of the ways that doing PR for a reality TV star is different than regular PR:

1.     The normal PR rules no longer apply

Reality TV stars are different from your typical PR client. While audiences expect CEOs and government officials to provide information in a serious and professional manner and to be accountable to the public, they expect celebrities to be entertaining and authentic. As such, things that we would normally advise against doing in interviews like making jokes, being flippant and using sarcasm are much better received by audiences when done by celebrities. With celebrity PR, the celebrity is the brand, so the more they are able to come across as likeable and relatable, the more they will be able to endear themselves to the public.

2.     It will get personal

While interviews with traditional clients tend to be confined to their professional lives and will only delve into their personal lives if it is relevant, celebrity interviews are much more likely to be broader in focus and touch on intimate areas like relationships, politics and even sexual preferences. You and your client should be prepared to respond to these types of questions or use bridging tactics to steer the conversation back to more comfortable territory.

3.     You can dictate the terms

Unlike with traditional clients where you have to go out and pitch the client to media, with celebrity clients, the media will come to you. As a result of this power reversal, you have freer rein to dictate the terms of any interview. This could be by setting a time limit, establishing no-go areas or even asking the interviewer to make a point of mentioning whatever your client happens to be promoting at the moment.  

4.     You will be overwhelmed

Given their fame, celebrity PR clients can generate an incredible amount of media interest. As a result, you may find yourself quicky buried under an avalanche of media requests. What’s more, granting an interview to one outlet can have the knock-on effect of generating more interview requests from other outlets.

In order to stay on top of it all, it is important to have a proper system in place for receiving, vetting and scheduling media requests. It’s also important to prepare in advance any media tools that you might need such as promo photos, fact sheets and b-roll so that they can be sent out on the fly. You’ll also want to set up some of the basic infrastructure that your client will need like a secondary phone number that can be used for phone interviews (to avoid giving out clients’ primary phone number to media) and a quiet, well-lit location for at-home video interviews.

Read more about how to manage a deluge of media requests.

This week, Elettra helped simultaneously launch And-Co, a new shared workspace concept, and NOX, its on-site restaurant. Launching the two together created opportunities to cross-promote both of them in each other’s media campaign and reach a wider audience.

Arpeg Group of Companies announced today that it is launching And-Co, a private office collective, amenities hub and business community in Vancouver. Located in the newly constructed Cardero building at 1575 West Georgia Street, And-Co will feature two levels of private office suites with shared amenities, on-site wellness centre, event space and a contemporary Italian restaurant. The private offices can accommodate from four to 16 people, and are being targeted at established companies and boutique firms as well as out-of-town businesses looking to set up a base in the city.

Beyond their private office space, members will also have access to shared meeting rooms, breakout areas, phone booths and meditation rooms as well as a kitchen, lounge and AV production room. The on-site wellness centre includes a massage, physio and chiropractic treatment room as well as a gym offering personal training and small-group fitness classes. The building is also dog friendly and equipped with a pet wash station for members’ four-legged friends.    

In addition to the shared kitchen and lounge spaces, And-Co members will have preferential access to NOX, a contemporary Italian restaurant with West Coast flavour, that will be located in the same building as And-Co. Created by Alejandro Diaz and Sam Fabbro, the owner-chef duo behind el Santo and Amaranthus in New Westminster, this new eatery will offer a West Coast take on Italian cuisine with a strong emphasis on local and seasonal ingredients.

“As a second-generation Italian immigrant who grew up on the West Coast, I wanted to create a restaurant that captures and celebrates the two worlds I grew up in,” says Sam Fabbro, Corporate Chef at NOX. “I wanted to combine the best of Italian cooking with the exceptional produce that we have here in B.C. to create something that is unlike any other Italian restaurant in the city. This isn’t your nonna’s Italian”.

Beyond local ingredients, the restaurant will also make all of its pasta and bread in house while the wine list will feature a curated selection of vintages from top Italian and B.C. producers. In terms of the interior, the restaurant will be divided into two distinct spaces – an upscale dining room and a more casual lounge area – with separate menu offerings to match each space.

Joining Chef Sam in the kitchen will be Executive Chef Michael DeGrazia who counts 20 years of experience leading kitchen teams at well-known restaurants in Vancouver and Toronto. Managing the bar program will be Kate Bohn who is also the mastermind behind the cocktails at el Santo and Amaranthus.

“I’m really excited to be partnering with And-Co to bring an Italian restaurant to the Coal Harbour neighbourhood,” says Alejandro Diaz, managing director of NOX. “With all of my restaurants, I have wanted to give diners the chance to experience well-known cuisines in a new way and I think we will certainly achieve this at NOX”.

The restaurant’s name is the Roman name for Nyx – the Greek goddess of the night renowned for her exceptional power and beauty.

Photo Credit: Leila Kwok

el Santo is bringing back brunch and happy hour – complete with new menu items – starting today. While the contemporary Mexican restaurant re-opened for dinner service back in June, it remained closed during the day so that it could act as a temporary kitchen for the Lookout Housing and Health Society.

“It’s not just businesses that have had a hard time adapting to the pandemic, many non-profits are also finding it challenging to offer their preferred level of service,” says Alejandro Diaz, owner of el Santo. “We are happy to have been able to help the Lookout Housing and Health Society when they needed it and now are looking forward to welcoming guests back in for brunch and happy hour.”

el Santo offers brunch from Friday to Sunday between 11:30 am and 3 pm while happy hour takes place every weekday from 4 pm to 5:30 pm. New items on the brunch menu include:

• Tortas ahogadas (bolillo bread filled with your choice of shortribs or potatoes along with avocado, onion and radish, drenched in salsa de árbol)

• Quesadillas con huitlacoche (Homemade tortillas filled with Oaxaca cheese and huitlacoche – a delicacy commonly referred to as the Mexican truffle)

• Molletes con alce (Sliced bolillo bread covered with white beans, seared elk, charred tomato and onion salsa and manchego cheese with a fried egg)

el Santo’s partnership with the Lookout Housing and Health Society saw the restaurant make three meals a day for 91 residents of the Society’s housing facilities in New Westminster. Normally, the Society would have made these meals in their on-site kitchen, but new physical distancing regulations forced it to close temporarily until it could adapt its space to meet the new requirements. el Santo was able to step in and act as a temporary kitchen until these upgrades were completed.

The meals were provided to the Society on an at-cost basis.

We’re very proud of this new video we produced for Forestry Friendly Communities. The animation explains the concept of carbon sequestration and explores how BC’s sustainably managed forests and wood products can be part of Canada’s climate change solution. Huge thanks to Anthony Chopin for video animation and Lisa Edward for art direction and illustration.

We had great fun working with the team at UBC Faculty of Forestry on the second video series we’ve produced for them. The new series is designed to show students what to expect for the Fall 2020 semester, and to explain how they’ll be inspired by the interactive and engaging education they’ll receive.

You can watch the full video series here or watch our highlight video above.

Do you want to tell your community about the changes you’ve made as a result of COVID-19? Video is a great way to do that. Contact us to learn more.

On May 6, Elettra Managing Partner and co-founder, Gwen Hardy, presented a webinar on How to Communicate During a Pandemic as part of the Downtown Vancouver Business Improvement Association’s “Members Helping Members” series.

With COVID-19 dominating the news cycle day in and day out, organizations have questions about how to adjust their communications strategies and whether they should be conducting proactive media relations at this time. 

Gwen tackles these questions and more, including how to better understand your audience during this crisis, how to leverage a potential decrease in the pace of your communications team and how to navigate the gradual reopening. 

Check out the full recording here.

 If you need help with your communications or would like to work through your reopening plans, the Elettra team is here to help. 

Since 2015, Elettra has helped Nassau Airport Development Company (NAD) produce their annual report. As the manager and operator of Lynden Pindling International Airport – the largest airport in The Bahamas – NAD plays a key role in the tourism-oriented economy of this island nation. As such, their annual report is widely read by government officials, airport stakeholders, tourism industry partners and other Bahamians, representing an important communications opportunity for NAD.

Each annual report begins with a brainstorming session where a theme is chosen that encapsulates the spirit of the past financial year. The rest of the report – from the copy to the design to the photos used – are all crafted to reinforce that theme. Given the wide readership of the annual report, care is taken to ensure that the content is easy to understand and accessible to all readers – even if they are not in the aviation industry.

An organization’s mission, vision and values aren’t just some nice-sounding words created to fill space in annual reports and employee onboarding manuals, they play a fundamental role in shaping an organization’s strategy and communications. That’s why it’s critical for organizations to ensure that their mission, vision and values accurately reflect their organization even as it grows and evolves.

The John Howard Society of the Lower Mainland of BC (JHSLM) found that after expanding their focus from justice reform to also include services for people living with homelessness, addiction and developmental disabilities, their old mission and vision statements no longer expressed the full breadth of their activities. For that reason, they reached out to Elettra to help them update their mission, vision and values.

To achieve this, Elettra held a number of brainstorming sessions with JHSLM employees from all departments as well as their board of directors to identify the key points that would shape the new mission, vision and values. Their feedback was also sought throughout the entire process in order to ensure that everyone could identify with and be proud of the new mission, vision and values. Given that many of JHSLM’s clients come from marginalized communities, a great deal of care was taken to ensure that the language used recognized clients’ autonomy, resilience and value as people.

At the end of this collaborative process, JHSLM was able to implement its new mission, vision and values and have them be embraced by the entire organization.

“The work Elettra did with us has really had a positive and ongoing impact on us and the way we communicate. We refer to our mission, vision and values much more than ever before and they have become the cornerstones that they always should have been.”

- Mark Miller, CEO of JHSLM

Mission:

We strengthen communities by supporting people experiencing barriers so they can achieve greater independence. 

Vision:

A safe, healthy and inclusive community for all.

Values:

INCLUSIVE

We create an environment where everyone can feel welcome and respected.

ACCOUNTABLE

We are responsive, take responsibility for our actions, and honour our commitments.

PERSON-CENTRED

We adapt our approach to the individual and use empathy and compassion in all of our interactions.

COLLABORATIVE

We engage and work closely with others – both within and outside our organization.

DETERMINED

We are passionate, do not shy away from tough challenges, and respond to setbacks with a renewed drive to succeed. 

Our client ,Tiger Bay, presented their vision for a complete community in South Britannia this past weekend. We invited neighbouring communities to the site for an information session and to introduce the vision for a complete, outdoor-adventure inspired community.

The proposed project will unfold in phases over the course of 25 years, with many benefits for the community and the region. This walkable, close-to-nature community includes residences, a world-class surf park, shops and services, small-scale tourism accommodation, and parks and trails for all to enjoy.

South Britannia will also be home to a full-size surf park, powered by Wavegarden. The world-class, state-of-the-art facility will offer surf training waves for all ages and abilities, welcoming residents and visitors alike. Don’t fret! The surf park will be in the initial phase of the proposed project. 

For the past two years, we’ve had the best time traveling to various BC coastal communities to shoot and produce videos for our client, Forestry Friendly Communities (FFC).

With Forestry Friendly Communities, our mandate is to tell interesting and positive stories (primarily through video) about the forest industry and the benefits it brings to communities. While the videos cover a wide range of themes/topics, including wood remanufacturing, jobs, and education; the most rewarding stories to tell are about forestry families!

We are so grateful to have met three wonderful forestry families based out of Campbell River. Did you know? People who work in forestry are just the best!  

Watch our 2019 forestry family videos below. And check out FFC's website or Facebook page to see more awesome videos about BC’ sustainable forest industry!

It all started in 1977 with one truck. Meet the Thompson family of Ironside Contracting in Campbell River, BC.

Meet Bill & Otto Schulte, a father and son from Campbell River, BC.

Meet Lisa Perrault and Bob Craven, a wonderful couple from Campbell River, BC.

It’s Forestry Proud time again! This year, our Forestry Friendly Communities crew hit the road to throw the Forestry Proud annual event in beautiful Campbell River (seriously, how is it possible that it’s ALWAYS sunny and gorgeous when we’re in CR??).

What is Forestry Proud Day, you ask?

It’s an annual celebration of forestry on Vancouver Island and the South Coast of British Columbia. It was started in 2018 as a way to gather a group together to celebrate pride in forestry. Each year, the event visits a different forestry community and pays homage to the dedicated folks in the sector who work hard to support their families and their communities.  

The event centrepiece is a flag raising with the local Mayor, but we also host a BBQ, and offer fun activities like a photo booth, a prize wheel and quiz, door prize draw, and special displays - this year from Vancouver Island University’s Forestry Program and Sylvan Vale Nursery.

Toques for Tuition is also an important part of the event. It’s a fundraiser we started to help raise money for scholarships for students pursuing forestry education or trades training. Toques are also available for purchase online here, or, if you know a forestry student, they can apply for scholarship here.

Huge thanks the Mayor of Campbell River, Andy Adams, and to his team in the Mayor’s Office.

Hands up to Wei Wai Kum Elder, Sheryl Thompson, for the welcome blessing.

Thanks to our suppliers, 44th Element Films, All in One Party Shop, Island Life Photographics, Four Frames Photoboth, Associated Tire (for the amazing burgers, rather than tires), and Jim at Spirit Square.

Also big shout out to our FFC Ambassador, Mr. Steve Lackey…we could not have done this event without you!

Home page of Sheinin & Company’s new website.

We recently launched a new website for our client, Sheinin & Company, a tax-specialty firm in downtown Vancouver.

We started working with Sheinin & Company back in 2017 and assisted the company through its relaunch and rebrand. Since then, a fresh new website has always been next on the to-do list! 

We’re so pleased with how this website turned out. Not only does it incorporate Sheinin & Company’s brand, but it also encompasses the West Coast / Vancouver feel that they were going for and many key features that can be found in their bright and vibrant office today!

Check out the full website here:  https://sheininco.com/

Elettra regularly organizes tenant appreciation events for our commercial property management clients. These events are a great way for property managers to show gratitude to their tenants. These events foster a sense of community and allow tenants to get to know each other.

If you’re considering hosting an event for your tenants, here’s our primer on how to get started.

Choose a theme

A theme is a great way to tie an event together. We love brainstorming and coming up with fun and creative ideas. Event theme will often correspond with a time of year or holiday. 

Most recently, we organized an event called Winterfest (Canadian style). Tenants were invited to enjoy classic Canadian treats, including Cabane a Sucre (maple sugar rolled on ice), Beaver Tails, and hot chocolate. Oh, and I must not forget the Canadian-themed photo booth and props!  

Photobooth fun at the WinterFest tenant event!

And repeat

It will depend on your budget, but seasonally is optimal. An event is a fun way to launch into or say goodbye to a season.

It sounds expensive

We’ve worked with a wide range of budgets. It’s really up to the client on how big or small they want to go. Tenant appreciation events might seem like a big out-of-pocket expense in the short-term but maintaining good tenant relationships are important in the long-term.

Occasionally bring the event to your tenants

Sometimes it’s nice to surprise tenants in their office. One way to do this is to get a mobile coffee cart and visit each office with freshly baked pastries and hot coffee? Or keep it even simpler and deliver a basket of goodies to each office. Tenants will appreciate even the smallest acts of kindness.

Don’t forget to let everyone know

It’s really important to start promoting your event a couple weeks in advance. With the event theme in mind, create an eye-catching collateral design. Next, develop posters, invitations, and digital graphics for email, TV and elevator screens, touchscreen directories, etc.  Try and communicate your event at every touchpoint possible.