Master plan envisions urban village with over 5,000 housing units, a 450,000-square-foot film studio and an Indigenous cultural centre; Sets precedent for the celebration of Musqueam and Tsleil-Waututh culture in Burnaby

Musqueam Indian Band, Tsleil-Waututh Nation and Aquilini Development unveiled today their proposed master plan for the redevelopment of the Willingdon Lands in Burnaby, B.C. The plan outlines the creation of a mixed-use, contemporary Musqueam and Tsleil-Waututh urban village that will provide approximately 5,000 housing units and include a film studio that will bring more than 3,000 new, long-term jobs to the city.

“Our vision for the Willingdon Lands is to create a contemporary Musqueam and Tsleil-Waututh urban village that provides a cultural experience, is interconnected with nature, and allows us to tell our stories through placemaking and design,” says Musqueam Chief Wayne Sparrow. “This is an opportunity for us to continue our legacy as land developers and economic forces within the modern landscape. With this project, we will continue to advance reconciliation and accommodation and create a positive legacy for future generations.”

The site’s design will incorporate a number of elements inspired by the nations’ history, culture, and connection to the lands and waters such as entry portals, artwork, native plants, a medicine garden, and wayfinding signage in hən̓q̓əmin̓əm̓ and English. At the heart of the development will be a Musqueam and Tsleil-Waututh cultural centre and an outdoor hearth that will serve as a gathering place for both the nations and the wider community.

“Storytelling is an integral part of Musqueam and Tsleil-Waututh oral tradition and culture,” says Tsleil-Waututh Nation Chief Jen Thomas. “In reimagining this site, we wanted to embed storytelling into the space in ways both big and small – from the film studio, the cultural centre and the community hearth to the use of native plants, hən̓q̓əmin̓əm̓ placenames and educational signage.”

Care was taken when crafting the master plan to ensure that it blends in well with the surrounding neighbourhood. With approximately 5,000 residential units, the plan outlines a variety of housing tenures, types, sizes, and levels of affordability that will appeal to a broad range of individuals and families. Housing types include leasehold strata, market rental, moderate-income rental, affordable rental and live-work units in a variety of sizes and formats. A childcare centre is also planned for the site.

The master plan will be officially presented to the City of Burnaby’s Planning and Development Committee on November 23rd and will be followed by public consultations, which will culminate in a public hearing anticipated for next spring.

The connection to the lands and waters is a key component of the master plan. The landscaping will use native plants, trees will be selected for longevity and shade, gardens will feature edible and medicinal plants and rain gardens will naturally capture stormwater. The project will also daylight a section of Sumner Creek, restoring a part of the natural creek system to the neighbourhood.

The inclusion of the film studio in the plan aligns with Burnaby’s 2020 Economic Development Plan, which specifically identifies the Willingdon Lands as the site for a new media urban village. The 450,000-square-foot film studio will bring over 3,000 full-time, long-term jobs to Burnaby’s film industry. Once it is fully operational, the film studio is expected to contribute over $360 million annually to B.C.’s economy.

“This project is the first of its kind in Burnaby,” says Ryan Seminoff, President of Aquilini Development. “We are very grateful to have been invited by the Musqueam and Tsleil-Waututh nations to be a partner on this important project, which will celebrate Musqueam and Tsleil-Waututh culture in Burnaby and add to the growing portfolio of Indigenous-led development projects.” 

Located on the southwest corner of Willingdon Avenue and Canada Way, the Willingdon Lands lie on the shared territory of the Musqueam and Tsleil-Waututh nations. In 2014, the Musqueam and Tsleil-Waututh nations along with Aquilini Development purchased the lands from the provincial government.

The master plan responds to many of the recommendations made by the Mayor’s Task Force on Community Housing in Burnaby. These include introducing a variety of housing forms (including ground-oriented and family housing), creating sustainable and accessible communities close to services and amenities, co-locating affordable housing with community facilities, and increasing the supply of affordable rental housing.

Salt Spring Coffee is celebrating its 25th anniversary and reinforcing its commitment to sustainability by launching a limited-edition collection of single-origin coffees grown using regenerative organic agricultural practices. Each of the three coffees in the collection is made from the same beans, but processed using a different method allowing consumers to appreciate how each method changes the coffee’s flavour.

“For our 25th anniversary, we wanted to create a coffee collection that exemplifies Salt Spring Coffee’s dedication to producing coffee of the highest quality and acting as a force for positive environmental change,” says Mickey McLeod, Co-Founder and CEO of Salt Spring Coffee. “When we started back in 1996, we were one of the first to roast organic coffee in B.C. and, with this new collection, we are proud to champion regenerative organic coffee in the province.”

Regenerative organic agriculture is a set of agricultural practices that allow for the cultivation of crops in a way that has minimal impact on the environment and even helps return it to a healthy state. For the production of this coffee, practices included fertilizing the coffee plants with cow manure enhanced with forest microorganisms, using honeywater produced during coffee processing as a natural insecticide and choosing coffee saplings whose roots run deep rather than wide, increasing the plants’ longevity and reducing the disruptions to the soil ecosystem associated with frequent replanting.

The coffee beans were sourced from Byron Corrales’ Finca Los Pinos in Matagalpa, Nicaragua. Corrales is an expert grower and long-time Salt Spring Coffee partner who has been growing coffee using regenerative organic agricultural practices for over 25 years.

The three coffees in the collection – Legado, Momento and Porvenir – are made with the same beans, but are processed using three different methods. The methods (washed, natural and honey-processed) differ in the amount of coffee cherry flesh that is left on the bean as it dries, which results in the coffees having different flavour characteristics.

Washed coffee removes all of the pulp from the bean before drying, allowing the true character of the regional terroir and growing conditions to shine through. Natural coffee leaves the pulp intact allowing it to infuse the beans with intense fruit notes and give it a more dynamic character. Honey-processed coffee leaves only a thin layer of pulp (known as mucilage) on the bean, which eventually turns brown and sticky (hence the comparison to honey) and provides sweet, fruity notes that are subtler than natural coffee.

The names of the three coffees – Legado, Momento and Porvenir – represent the past, present and future of the company while the use of Spanish is a nod to the coffee’s Nicaraguan roots.

The limited-edition coffee collection is available for sale at saltspringcoffee.com and at Salt Spring Coffee’s Café & Kitchen in Ganges, B.C.

The company is also launching ground coffee and compostable pod versions of its existing coffee blends. The ground coffee is already available in store and online while the compostable pods will be available online starting in late November and in grocery stores starting early 2022. 

Under the Comma banner, Rize introduces a slate of design-forward, purpose-built rental developments from Vancouver to Los Angeles

Rize Alliance today unveiled Comma Properties, a new division focused on building better rental communities. Motivated by the need for uplifting rental that promotes social interaction, Comma will bring an integrated approach to rental property management, residential community programming, and retail leasing. Comma will deliver both residential and commercial spaces across the Lower Mainland as well as in Los Angeles.

“With Comma we want to shift the perception of what rental housing can be in our cities,” says Benn Duffell, VP of Development at Rize. “We are inspired to build communities where rental will no longer be seen as lesser than home-ownership. Comma’s rental properties will be design-forward, vibrant, and will strive to facilitate meaningful connections among residents.”

In its quest to build better rentals, Rize is expanding its portfolio to the US and developing a co-living rental project in Sawtelle Japantown, Los Angeles. Comma will bring the best of LA rental culture to its rental developments in the Lower Mainland.

“As a progressive city for renters, Los Angeles is home to a thriving co-living scene where social programming and shared living are at the core of its community,” continues Duffell. “We have been inspired by other cities with strong rental cultures and this is informing our work in Vancouver.”

The company’s first rental project, located in Fraserhood, broke ground in late 2020 and is expected to be move-in ready by spring 2023. This six-storey purpose-built rental will have a curated retail strategy that is geared towards independent and locally owned businesses. Rize is taking a hands-on approach to its retail strategy, ensuring that businesses within Comma buildings align with what matters to the residents and the surrounding neighbourhood. Comma-Fraser will have 104 total homes including below-market rentals and 13,500 square feet of commercial retail space.

Beedie Luminaries wanted to define their values and vision so that their scholarship recipients would know what the organization stands for. To help them with this, Elettra designed and facilitated a vision and values discovery process that allowed them to identify the core values that are at the heart of their organization and articulate their vision for the future.

The discovery process consisted of a series of workshops and engagement sessions with Beedie Luminaries’ scholarship recipients, board of advisors, executive team and other stakeholders to identify the organization’s values and vision. Care was taken to solicit input at various stages of the process from all corners of the Beedie Luminaries’ community to ensure that the final values and vision statement resonated with everyone.

At the end of the process, Beedie Luminaries unveiled its new vision and values to its community.

VISION

Brighter Futures for Bright Minds

VALUES

On June 14, our client Beedie Luminaries awarded $5.1 million in scholarships to 112 B.C. Grade 12 students as well as 15 single parents looking to pursue further education. This is the third year that Beedie Luminaries has given scholarships to high school students and the first year that it has awarded them to single parents.

The Beedie Luminaries program seeks out students who have not only demonstrated strong academic readiness, but who are also engaged in the world around them and have taken on life challenges and adversity with determination and optimism. These scholarships recognize students’ resilience and resolve while easing the financial pressure associated with post-secondary studies.

“Over the past three years, I have been blown away by the students who we have met through our program and can’t wait to see the impact that they will make in the world,” says Ryan Beedie. “In getting to know their families, and recognizing the barriers single parents face, we saw the potential to expand our program to also include single parents looking to upgrade their education. I am delighted to welcome our first cohort of 15 adult learners to the Beedie Luminaries community along with 112 recent high school graduates.”

This year’s Grade 12 recipients come from 65 high schools in 26 communities, with 35 per cent being the first in their immediate family to pursue post-secondary education and 75 per cent coming from single-parent or legal guardian families.

“It feels unreal to be part of such a distinguished community and knowing that I have security in my educational journey thanks to the support of my mentors, cohort members, and workers of Beedie Luminaries,” says Armen Bagdasarov, a 2021 Beedie Luminaries scholarship recipient. “I know that I now represent a high standard which I will do everything I can to uphold, in an effort to leave my mark on this program.”

The 15 recipients of the single parent award are embarking on their post-secondary studies at eight different universities, colleges and trade schools across British Columbia. The program anticipated to welcome ten recipients in its first year, but it was difficult for the committee to narrow down the selection to only ten, knowing the financial need and potential were so apparent.

Two of the recipients are parents of students who have previously been awarded a Beedie Luminaries scholarship and 13 are actively involved with Beedie Luminaries’ community partners.

“I have overcome so many challenges as a single parent and didn’t think that I would be able to go back to school, but now I am hopeful and excited that I can do this for myself and set a good example for my children,” says Nishani Sinthiya Rajkumar, a Beedie Luminaries award recipient and single mother of two. “I believe the program’s vision to help single parents who have struggled with adversity is unique and inclusive. Giving a second chance to others who haven’t been able to pursue better employment opportunities due to a lack of support and academic resources is no small feat.”

Beedie Luminaries launched on November 13, 2018, with a $50-million donation from Ryan Beedie, which coincided with his 50th birthday. To date, the program has awarded 335 scholarships to students across the province.

In addition to financial assistance of up to $40,000 per student, recipients are also paired with mentors, and offered paid work opportunities, Stay on Track student support, invitations to special events and access to the Beedie Luminaries online community.

Incoming Grade 12 students and single parents who are interested in applying to be part of next year’s cohort are encouraged to follow Beedie Luminaries on social media or visit beedieluminaries.ca. The application period for the 2022 cohort will open in fall 2021.

Salt Spring Coffee wanted to communicate more about its many values-driven initiatives, but did not have a clearly articulated set of values, which made storytelling difficult. Elettra worked with Salt Spring Coffee’s leadership team to identify and define the organization’s values as well as mission and vision statements.

Identifying our values definitely helped with storytelling, but in a broader sense, it also helps guide us in making business decisions, choosing strategic partners, and supporting relevant causes.

- Peter Chu, Marketing Manager at Salt Spring Coffee

The values were also woven into the company’s brand voice and photography guidelines so that they could be reflected in all of the company’s communications.

Salt Spring Coffee’s new vision, mission and values are:

VISION

A world where every business has a positive impact on humanity and the environment.

MISSION

We change the world for the better through coffee.

VALUES

Caring

We care deeply about the wellbeing of others and strive to create a safe and supportive team environment that welcomes all and celebrates diversity.

Responsible

We recognize the responsibility we have – both collectively and individually – to ensure that we have a positive impact on the world around us. 

Engaged

We are purpose-driven company that is acutely aware of the important issues that affect our world and passionate about championing solutions to effect change.

Authentic

We are an independently owned company that is authentic in how we present ourselves to the world and genuine in our desire to improve it.

Quality-Driven

We strive for quality in everything that we do and commit to producing products of the highest standard, both now and in the future.

Last week, we completed a successful four-week social media ad campaign for our client, go2HR, BC’s tourism and hospitality human resource and health & safety association.

The purpose of this campaign was to raise awareness and drive sign-ups for its new BC Safety Assured For Everyone (BSAFE) program, a free 90-minute online COVID-19 safety training program for staff and managers in BC’s tourism and hospitality industry. 

The training gives employees and managers a strong foundation in COVID-19 health and safety protocols and assists them in understanding evolving best practices. Upon successful completion of the course, participants can say they are BSAFE Trained, demonstrating their knowledge of and commitment to COVID-19 health and safety.

If you're interested in taking the program or want to learn more about it, be sure to check it out: https://www.go2hr.ca/training-education/bsafe 

Overdue fines discourage those most in need from using library services

Vancouver Public Library (VPL) is announcing a two week fine forgiveness campaign to welcome back library users affected by fines. Over 70,000 VPL patrons are impacted by fines and one in ten have lost their ability to borrow material due to fines. In addition to re-engaging those library users with blocked access, the campaign aims to raise awareness of the social impact of library fines. From June 14 to 27, Vancouver residents can contact their local VPL branch to have their fines forgiven.

“Whether it’s accessing educational resources, building literacy skills or getting lost in a book, library services should be accessible to everyone,” says Christina de Castell, Chief Librarian and CEO, Vancouver Public Library. “All too often we hear stories from people who have stopped using the library - sometimes for years - because of a simple error, like not returning a book on time. It’s often those most in need of library services that stop visiting us altogether. By forgiving fines, we hope to let these patrons know that we want them to come back and benefit from all the library has to offer.”

Once a VPL user reaches $10 in fines, their borrowing privileges are suspended. For lower income users, this can mean having to choose between life’s necessities and borrowing library books.

Fines disproportionately impact those facing economic and social barriers. Thirty per cent of all blocked cardholders live in four of Vancouver’s lowest income neighbourhoods (Strathcona, Grandview/Woodland, Downtown, Mount Pleasant). For example, in Strathcona (which includes the Downtown Eastside east of Main Street), the Vancouver neighbourhood with the city’s lowest median household income, almost one in five library users have lost the ability to borrow library materials. This is almost double the city average of one in ten.

"The COVID-19 pandemic continues to be an economic challenge for citizens. In times like these, people have an even greater need to access to the resources and community services that the library offers. That’s why we are thankful that Vancouver City Council has provided funding for this event," continues de Castell. "Over the next two weeks, anyone with charges of any kind on their account can have their fines waived. It really couldn't be easier - just call, click or come in to your local branch.”

VPL is currently exploring ways to move towards a permanent fine free model. A February 2021 VPL survey suggests that there is strong public support for a fine free model. Of the 1,396 respondents, 63 per cent expressed support for a fine free library model, with only 26 per cent not in support.

The fine free movement has been gaining momentum across Canada and in the United States, with an increasing number of libraries permanently ending fine collection. In other jurisdictions, moving to a fine free model has enhanced goodwill, improved return rates, increased circulation, and encouraged the continuous return of users to the library.

Fine Forgiveness Event Details

• DATES: June 14 – 27

• WHAT: Outstanding charges will be cleared and blocked cards will be reactivated.

• HOW: It is easy to have your fines forgiven by calling, clicking or coming in during the event. Request your fines be cleared by contacting VPL in any of the following ways:

 Call 604-331-3670 or your local VPL branch

 Go online (vpl.ca/finefree).

 Visit any VPL location in person

We’re thrilled to share that our client, Edit Studios, has been featured in the latest issue of Western Living and Canadian Interiors! The office space featured is located in Vancouver’s iconic Marine Building and designed for BlueArck Private Equity. The design mixes the elegant comfort of French country with the sophistication of a modern Parisian office.

Take a peek at the print coverage above.

Great to see thoughtful and innovative thinking from our clients!

For Rize Alliance, rental housing is a key piece in building stronger, more connected communities in our city. Today’s opinion piece explores how thoughtfully designed rental can act as a social catalyst and deliver design-forward solutions for equitable living.

Read more below:

The COVID-19 pandemic has seen many events go virtual and with the second wave proving to be worse than the first, it’s safe to say that many more events will be forced to do the same. This includes that staple event of media relations: the press conference. While it is completely possible to organize an in-person, physically distanced press conference, many organizations are opting to hold virtual press conferences (on Zoom or similar platforms) instead. Not only does this eliminate any risk of spreading COVID-19 among participants, it also eliminates the need to travel, reducing hassle for time-starved reporters and making it possible for multiple speakers located in different cities to participate.

While the benefits of a virtual press conference are clear, organizing one can feel like a daunting task. We have all seen what can go wrong on a video call – from annoying sound issues to people forgetting that their camera is on to the dreaded Zoom-bombing. So, how can you organize a Zoom press conference and ensure that it goes off without a hitch?

Here are our tips on how to hold a press conference on Zoom:

Tip #1: Know the difference between meetings and webinars

Zoom allows you to host two types of events: meetings and webinars. Meetings are what you have most likely been on when you’ve done Zoom calls in the past. They allow all participants to turn on their audio and video, share their screen and see who else is in attendance.

Webinars, on the other hand, only allow the host and designated panellists to share their audio, video and screen. All other participants are in view-only mode, but can interact via polls, Q&A, chat and by being unmuted by the host.

Webinars are a paid add-on though, so not all Zoom accounts will be able to host one. For that reason, in this blog post, we will be focusing on how to use a Zoom meeting to host your press conference.

Tip #2: Adjust settings when scheduling

When you schedule the press conference in your Zoom account, there are a number of useful settings that you can adjust to make it more suitable for a press conference.   

• Check the “Waiting Room” box. This will send all attendees to a waiting room when they first join the call. You can then choose when and if you want to add them to the main call. This is useful because it allows you to prevent against Zoom-bombing and admit speakers and other press conference participants before letting in media.

• Turn participants videos to “off”. This ensures that participants’ video cameras will automatically be set to off when they join the call. You can then allow individual participants to turn their camera on when it is their turn to speak.

• Uncheck “Enable join before host”. This will keep attendees from joining the call before you do.

• Check “Mute participants upon entry”. This ensures that participants’ microphones will automatically be set to off when they join the call. You can then allow individual participants to turn their mic on when it is their turn to speak.

There are also a number of useful settings that you can adjust when you first start the call:

• After clicking on the “Security” button:

  • Uncheck “Allow participants to unmute themselves”. This will give you full control of who is muted and who isn’t. Note that when you do unmute someone, they will have to consent to being unmuted. 

  • Uncheck “Allow participants to share screen”. This will prevent any of the other participants from sharing their screen without your consent.  

• After clicking on the “Participants” button/window:

  • Rename participants. Not everyone’s Zoom account clearly displays their name, so it can be helpful to rename them or, in the case of media, add their outlet to their name. You can also rename yourself so that your role is clear (e.g. “Moderator”).  

• After clicking on the “Chat” button/window:

  • Change chat to host only. This will allow participants to send messages only to the host via chat and not to other participants or the whole group. This is better than disabling chat completely as it allows participants to alert you in the event of sound and video issues or other problems.

Tip #3: Do practice calls using different devices and formats beforehand

Zoom’s features and user interface change slightly depending on what your setup is (desktop vs. mobile, window vs. full screen, app vs. dial in). It’s good to play around and do practice calls using different devices and formats so that you are aware of their subtle differences and are better placed to help participants should they encounter any difficulty.

Tip #4: Ensure that you take into consideration participants who will be dialling in

Since some participants may prefer to dial in from a phone as opposed to joining from their computer, it’s a good idea to think about how you will accommodate these participants on the call. For starters, you should consider including dial-in details (phone number and passcode) when sending the Zoom link to media. You should also inform participants of how they can unmute themselves and raise their hand if they are dialling in from a phone.

Tip #5: Have all the speakers join the call early

This is important because it will allow you to test everyone’s sound, microphone and camera to ensure that everything is working properly. It will also give you an opportunity to run through the agenda with the speakers and explain how the unmuting procedure will work.

Tip #6: Let all the media in at the same time

When the waiting room feature is enabled, Zoom gives you the option of letting everyone in the waiting room join the call at the same time. This will save you the trouble of having to manually admit each participant and allow you to get off to a quick start.

Tip #7: Use the raise hand feature to take questions from media

 When you’re ready to take questions from media, you can ask them to show their interest by clicking the “raise hand” button. You will be able to see in the “Participants” window a hand symbol appear next to everyone who has raised their hand. From there, you can choose who you would like to take a question from and unmute them.

Tip #8: Have a co-host

If you will also be moderating this press conference, it is a really good idea to have another person from your organization join you as a co-host. This will give you an extra set of hands to help you admit participants from the waiting room, unmute speakers and select reporters to ask a question while you are busying moderating.

You can designate a participant as a co-host by hovering over their name in the “Participants” window and clicking on the “More” dropdown menu. Designated co-hosts will have greater privileges in Zoom such as the ability to mute/unmute people and admit people from the waiting room.

Tip #9: Consider recording the press conference

Zoom gives you the option to record the press conference either automatically when the call starts or at any time during the call (you just have to click the “Record” button). This can be useful in case media outlets ask for a recording – either to use as b-roll for a news broadcast or because they were unable to attend the live press conference. Just ensure that the recording you share with media doesn’t include the first part of the call before you let the media in.

Photo Credit: Ema Peter

In a year where few companies have dared to undertake a major office expansion, Edit Studios is unveiling a space that eschews the conservative design aesthetic generally associated with wealth management firms in favour of a more modern and welcoming approach. Located in Vancouver’s iconic Marine Building and designed for BlueArck Private Equity, the space mixes the elegant comfort of French country with the sophistication of a modern Parisian office. This innovative design move is a reflection of BlueArck’s corporate culture and its desire to foster a diverse and inclusive work environment. 

The conventional dark woods and leather chesterfields of the typical private equity office have been swapped for a soft grey palette, herringbone floors, and luxurious drapery. The move towards a warmer atmosphere was a deliberate choice designed to address the imbalance between the number of men versus women that the profession usually attracts. 

“From my first conversation with BlueArck, it was clear that the founder is committed to a culture of balance, not only between work and life, but also in the composition of his team,” says Janay Koldingnes, Founder of Edit Studios. “The space had to reflect this balance. From soft draperies to cozy chairs and reading lamps, we created an environment of comfort and warmth, with all the functionality of the modern workplace.” 

The main entrance reveals a reception area that feels more like a living room for family and friends. Likewise, the modern bar is outfitted with all the comforts of home highlighted by book-matched black and white marble with gold accents. 

Inspired by the hidden passageways in an old French château, the office’s inner workings are tucked behind hidden doors that are masked by intricate mouldings. Soft draperies provide a way for staff to share spaces that can be easily cordoned off for privacy. Crown moulding and wainscoting accent the walls, while modern furniture pieces, rich marbles and traditional French light fixtures juxtapose old with new. 

“Edit Studio’s design perfectly articulates our culture,” says Aleem Ahamed, Managing Partner at BlueArck Private Equity. “We now have a warm, sophisticated, welcoming space that our team will feel comfortable transitioning back to.” 

The process of transforming the space started in March 2020 right as the province went into lockdown, and businesses and governments were scrambling to adapt to the new reality of remote working. Forced to adapt themselves, the Edit Studios team immediately transitioned to working online, and began using FaceTime and other video conferencing tools for meetings with suppliers, contractors, and the client. Construction partner Etro Construction also began using 3D scanning tools to give the design team project updates without the need for in-person site visits. This not only allowed Edit Studios to follow COVID-19 protocols and keep their employees safe, but also had the benefit of speeding up project timelines and saving money thanks to reduced travel time and greater productivity. 

With international supply chains disrupted by the pandemic, Edit Studios moved quickly to find and source replacement products like flooring and glazing from local suppliers. 

With city hall closed, the permitting process looked especially daunting. Thankfully, procedural changes made by the City of Vancouver’s Planning Department in response to the pandemic allowed developers and design teams to submit drawings and documentation online for the first time ever. The changes also allowed what were previously in-person meetings to be conducted virtually, saving developers and design teams considerable time and travel costs. 

“The City of Vancouver’s move to a digitized planning process enabled us to work more efficiently and get our permits approved in record time despite the challenges posed by COVID-19,” continues Koldingnes. “This is a great first step and it is our hope that the City will continue to digitize all aspects of the permitting process. As it stands, physical copies are still required to be stamped, sealed and sent to city hall. Other cities like Toronto and Edmonton have already eliminated this, and we hope that Vancouver will also move in this direction.” 

While it’s usually PR professionals who are trying convince media outlets to interview their clients, certain events can cause the tables to turn and see media outlets reach out en masse to try to secure an interview. How do you handle such a situation? How do you ensure that your clients take advantage of this sudden media interest while not putting themselves at risk?

Over the years, Elettra has helped numerous clients navigate this very situation – one of the most recent cases being when we worked with Tiger King’s Dillon Passage (Joe Exotic’s current husband) to help him deal with the flood of interview requests that followed the release of the docuseries on Netflix.  

Should you or your client ever find yourself buried under an avalanche of media requests, here are some tips on how to handle (and make the most of) the situation:

1.     Create a system to handle incoming requests

While the deluge of media requests blowing up your inbox may feel overwhelming, setting up a system to manage them will help alleviate some of that stress and ensure that you are able to process and respond to these requests in an efficient and orderly way.

How you structure your system is a matter of personal preference, but a key component to include would be an interview request log to record incoming requests, centralize important information (like journalists’ contact info) and track the status of each request. Another key component would be a shared calendar document for your clients that you can use to schedule interviews on their behalf. Finally, you should have an agreed-upon method to inform/remind clients of upcoming interviews and provide them with the necessary contact details – whether via a daily email or a shared Google Doc.

2.     Prepare the infrastructure and media tools that you will need

Before you start granting interview requests, it’s important have the right infrastructure in place. This means setting up a dedicated email address where journalists can direct their interview requests, if you haven’t done so already. That way, all requests will go to one place instead of being scattered between your clients’ personal email, social media channels and your inbox. You should also ensure that your clients get a dedicated phone number to use with the media. You don’t want reporters to get a hold of your client’s personal phone number, otherwise they may just call them directly the next time they want to do an interview.

With at-home Zoom/Skype interviews becoming the norm during the pandemic, you should also ensure that your clients have a dedicated space at home where they can do interviews. This space should be quiet, have an appropriate background and have a good internet connection.

As for media tools, you should anticipate what journalists might ask for. These might include a photo of your client that they can run with the story, b-roll footage that they can splice into a video interview or a fact sheet or one-pager on your clients and anything that they are promoting at the moment. For celebrity and rising-star clients, some media outlets will be happy to give a shout-out to your client’s latest project, product or initiative, so the more information you can provide them with, the better they will be able to incorporate it into their piece.

3.     Vet media requests based on your clients’ objectives

Not all interviews are worth your time, especially if the amount of requests exceeds your clients’ ability or desire to do them. You should establish beforehand your clients’ communications objectives and evaluate interview requests based on how they contribute to these objectives. Things to consider could be the outlet’s audience size, how this audience overlaps with your clients’ audience, the story angle and how this outlet has reported on people like your client in the past.

Another consideration is timing. If you’re scheduling interviews a couple days or a week out, is there a chance that new information will be made public between now and then that might affect your clients’ willingness to do an interview? Do you need to prepare your client for any new questions that the media might ask?

4.     Respond to all media requests, even the ones you’re rejecting

While the media is knocking down your door right now, that might not always be the case. One day, the roles may be reversed and you’ll be the one asking for coverage, which is why you should strive to maintain good relationships with all the media outlets that reach out to you – even if they are not ones that you want to move forward with right now. For media requests that you don’t intend on granting, respond with a short message thanking them for their interest and stating that you cannot grant an interview at this time. No need to give any further explanation. In fact, further explanation or excuses could spark a time-consuming back and forth with the reporter.

5.     Be prepared for different media practices across countries

If your clients are doing interviews with international outlets, you may encounter some different media practices from what you are used to. For example, some British outlets will ask interview subjects to fill out a form that includes highly personal questions about their mental health, criminal record and family situation. The form is meant to protect interview subjects who may be experiencing mental health problems from being taken advantage of, but you and your clients might understandably not feel comfortable disclosing that type of information.

If you encounter a situation that seems strange or makes you uncomfortable, don’t be afraid to ask questions and push back. Outlets are usually willing to be flexible if it means securing an interview.