Turkington Public Relations

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A completely mismanaged crisis...

Posted on March 19, 2019 at 9:30 PM Comments comments (0)

At every stage of the SNC Lavalin scandal, Canadian Prime Minister JustinTrudeau has made the wrong communications decisions. His messages have been mixed and muddled and he has not been able to establish a clear narrative. Now shutting down the Justice Committee investigation communicates only one thing. That Trudeau has something to hide. bit.ly/2OeUF6T

The role of a PR professional...

Posted on March 17, 2019 at 9:00 PM Comments comments (0)

PR professionals should act as a bridge between their clients/organizations and journalists. The goal should be to make their job easier and tell a story that is of value to their audiences. bit.ly/2FjY7tZ

The forgotten audience during a corporate crisis...

Posted on March 13, 2019 at 1:45 PM Comments comments (0)

When it comes to crisis communications we often think about how to get the organization's key messages to external audiences like the media. But we should never forget another important audience, employees. Here's a helpful article that outlines how to make sure that your employees are kept up to speed during a crisis situation. http://bit.ly/2O0GuSC

A few things to know about news conferences

Posted on February 1, 2019 at 12:10 PM Comments comments (0)



A news conference is a media event to which newsmakers invite journalists to hear them speak and, afterwards, ask questions.


There are two main reasons for holding a news conference.


  1. So a newsmaker who gets many questions from reporters can answer them all at once.
  2. So an organization that thinks it has a newsworthy announcement, launch, or product can attract wide-spread media attention.

Typically at a news conference, a spokesperson will make a statement. Once the spokesperson is finished making the statement, he/she may take questions from reporters. Occasionally, there is a statement with no questions permitted.


If there’s no statement made or questions allowed, it’s simply a photo opportunity.


In today’s 24 hour news environment, TV news programs air for hours at a time, and internet outlets around the globe track breaking news instantly. In order to meet this kind of demand, editors have a steadily increasing need for newsworthy footage. News conferences can be a useful way to help satisfy this appetite.


Who holds news conferences? Here are a few examples:
  • Politicians (Prime Ministers, Presidents etc.)
  • Sports teams
  • Celebrities or film studios
  • Commercial organizations
  • Attorneys

A news conference is often announced by sending an advisory or news release to media outlets in advance. Sometimes an impromptu news conference can occur as several reporters gather around a newsmaker. Such a news conference is called a ‘scrum.’


Where can a news conference be held? Just about anywhere.


  • The Press Gallery on Parliament Hill
  • The White House Press Room
  • The scene of a crime
  • Hotel conference rooms

Identifying your audience

Posted on January 21, 2019 at 7:50 PM Comments comments (0)



Before implementing any kind of public relations campaign, it is important to know who you are speaking to.


In short, you must identify your target audiences.


These are the people who will be impacted by the key messages you’re planning to communicate. The more information you can gather on each stakeholder group the easier it will be to develop objectives, strategies and tactics for talking to them.


The key to properly defining target audiences is to understand how they are involved and affected by the story you’re telling. What do they know about it? How do they feel about it? Are they a part of it? And how will they react to it?


You might define your target publics based on geography, demographics, psychographics, covert power, position, membership, reputation (i.e. opinion leaders, influencers), or role. These can be used alone or in combination in order to identify audiences.


Identifying your audience is key to deciding which media should be used to communicate with them.

Get the creative writing juices flowing

Posted on January 18, 2019 at 11:30 PM Comments comments (0)

Some excellent writing tips here to get your creative juices flowing. An additional one that I find works well is to be an avid reader. Read the news, read blogs, read a wide range of books. This opens up a lot of ideas that you can expand on. http://bit.ly/2Djqpnc



PR Best Practices

Posted on January 15, 2019 at 11:30 PM Comments comments (0)

Good practices for all communicators to remember. I especially like the advice to think like a journalist and to pay attention to the type of emails you would skip in your own inbox. Self awareness can improve your pitching. http://ow.ly/1rBs30nk4JN



The Power of Brand Advocates

Posted on January 12, 2019 at 6:50 PM Comments comments (0)

Some valuable insights in this article on the power of brand advocates. Public Relations is key to building a sustainable roster of brand advocates for your product or service. http://ow.ly/FcHX30ni1mN



PR is an investment

Posted on January 12, 2019 at 4:20 PM Comments comments (0)

On a number of occasions I have come across people and organizations who view public relations / corporate communications in much the same way as advertising. They expect to see instant results.


When you place an ad you know when and where it will appear. In fact, you will even be able to pick the dates or length of time you would like the ad to run. You'll also know exactly what size it will be.


With public relations, you won't know exactly when and where it will appear (initially) and you won't know how long any resulting article might be.


Public Relations is about investment. Investment of time, building relationships and building trust. Professionals in the communication field help to manage these investments on behalf of their clients.


Reporters need to know that you are a reliable resource. They need story ideas from you that are targeted towards the audience of their particular publication/media outlet. PR professionals work to ensure that these requirements are met through keeping media contacts cross numerous industries.


At times, there will be a lot of back and forth with reporters to work out the details of stories. It might take a few weeks, or even a few months, to nurse the story to eventual publication. There may be a number of angles that need to be covered. Different publications might look at the story from a different viewpoint or be interested in different aspects of the story.


The payoff in all of this is that articles published by local, regional and national media outlets will convey a lot more information about your product, service or organization. Not only will it re-enforce the marketing efforts already undertaken, it will create a buzz and provide credibility that marketing alone simply cannot provide.

2019 Courage Polar Bear Dip A Win on All Fronts

Posted on January 8, 2019 at 8:40 PM Comments comments (0)



Well... January 1 has come and gone and so has another Courage Polar Bear Dip. This year's event was another huge success. The event surpassed the goal of raising $120,000 for fresh water projects in the Democratic Republic of the Congo and Iraq. 2019 was also a great year for the Courage Polar Bear Dip's media coverage. The event was covered regionally and nationally in every major news outlet. A few of these are included below:


Oakville Beaver: Hundreds take icy plunge in Oakville's Courage Polar Bear Dip 2019


CTV Toronto: Participants in polar bear dip raise $120,000 for clean water initiatives


Global News Toronto: Over 700 people celebrated New Years2019 by jumping into Lake Ontario


Citytv: New Year's Day polar bear dips raise money for good causes


640am: Courage PolarBearDip 2019-Todd Courage on Arlene Bynon Show


CBC Metro Morning: Polar Bear Dip in Oakville going start for 34 years


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