Turkington Public Relations

Building your brand through traditional & social media

Peter's Blog

Use social media to connect with journalists

Posted on May 21, 2019 at 4:10 PM Comments comments (1)

Public Relations works best when you build relationships with journalists. Doing this ensures that you're seen as a credible source of information. Soon, reporters will start to contact you regularly as a resource for their stories.


Social Media can be used to build and maintain relationships with reporters. Share their articles, like their posts, help them to build visibility for stories that aren't just about you, your product or service.


Don't forget, it's not always about pitching journalists. Take the time to listen as well. Soon your relationship with them will be more like a two-way bridge than a megaphone.

Public relations requires strategic thinking

Posted on May 19, 2019 at 7:35 PM Comments comments (0)

As public relations professionals, it's important that we think strategically. It's easy to slip into tactical thinking. But we must remember the bigger picture.


Paul J. H. Shoemaker breaks down the six habits that you need to have to be a true strategic thinker in his book "Six Habits of True Strategic Thinkers." They are:


  • Anticipate
  • Think critically
  • Interpret
  • Decide
  • Align
  • Learn


How should you answer media questions?

Posted on May 16, 2019 at 1:10 PM Comments comments (0)

Always keep in mind that your answers to journalists' questions need to provide value. Taking the time to develop an answer that provides details and the information they are seeking will increase the likelihood of your spokespeople being quoted.


Don't be afraid to tell them that you will have to look for the information that they need and get back to them. Then do so and reach out to the reporter in a timely manner. They will appreciate that you have made the effort to provide them with current, accurate details that they can use in their story. http://bit.ly/2WbDxoG

You've got to be proactive

Posted on May 9, 2019 at 1:55 PM Comments comments (0)

In business, as in life, it is important to be proactive and forward thinking. You can't safely protect the value of your brand if you become complacent and reactive. What do I mean by reactive? By reactive, I mean only communicating on behalf of your brand when forced to do so. When asked to respond by a customer or client. Being reactive allows others take control of the opinion of your brand. Being proactive and communicating regularly ensures that people are getting enough information to formulate a positive opinion of your brand, product, or service.


At Turkington PR, our tag line is, "We get you into the news. And, if IT hits the fan...we get you out of the news." By helping our clients be proactive, we greatly reduce the chance that they'll have to be reactive and ask us to "pull them out of the news."

Customer Relations is Public Relations

Posted on May 9, 2019 at 11:05 AM Comments comments (0)

Public relations isn't just about sending out press releases and dealing with media on behalf of clients. Every interaction with a client or customer is an opportunity for public relations. It's an opportunity to express, expose and grow your brand. This includes phone calls with suppliers, potential customers, existing clients, etc.


Those who are interacting with your customers/clients on behalf of your company are ambassadors for your brand. If an appointment is missed or they don't get back to someone, it reflects on your brand as a whole. Someone who has an unsatisfactory experience is more likely to go out and tell ten friends about what a bad time they had with your brand. Even worse, they'll put it on Twitter and Facebook.


All employees need to remember that a customer centred approach will lead to growing the overall brand.

Is there a return on public relations investment?

Posted on May 1, 2019 at 8:30 PM Comments comments (0)

I'm often asked about the success rate for public relations activities. Does what we do get clients media coverage and give a significant return on investment? Where we have clients who let us work consistently on their behalf for a period of time (a minimum of six months) they can get consistent coverage in the media - written, print, online, television, radio, etc. This consistency of interviews and articles works to drive traffic to client websites; initiates phone calls; provokes requests for proposals. All leading to a significant return on investment. In addition to this return, public relations is also bringing the client credibility and establishing them as an industry expert.

Define, persuade, attract...

Posted on May 1, 2019 at 7:20 PM Comments comments (0)

I often talk about knowing your audience. And it's worth returning to again since it's so important. In the social media age, the rush to get information out can mean less consideration of one's target audience.


Before you can properly persuade people that your product or service is the one that best meets their needs, you need to be sure you're talking to the right people. If your not, your message might as well be falling on deaf ears.


Take the time to research what your customers habits are. Find out what they read, watch and listen to.


A clear message is essential in everything you do...

Posted on April 4, 2019 at 1:45 PM Comments comments (0)

Recently I've heard people speculate that public relations is a dying profession. Nothing could be farther from the truth. In fact, there's nothing more important to the growth of a brand than how you communicate its value. That's public relations.


Those who say public relations is dead only view the tactical side of the profession - to them it's all about media releases. Most of them think that PR is simply writing a release and posting it on the internet. In reality, there's much more to it.


Before you can communicate on behalf of a client, you need a well thought out communications plan. That's why we sit down with clients and do planning sessions before we even send out their first release. We ask questions like: what's your marketing strategy? (often a PR campaign can complement current marketing efforts); what's your reason for being in business? (a clear vision for your business is an essential starting point for developing the message); what promotional activities/advertising do you have planned for the coming year? (if we have an idea of the types of activities the company is doing, we can develop PR support that can extend the life of the promotion and create extra buzz); what kind of results do you expect from a PR campaign? (this helps to set and manage expectations); etc...


As part of our planning, we focus and refine key messages. Often, our key messaging advice has an impact on an organization's marketing communications, human resources/internal communications, and other areas of the business.


In some cases, we've been brought in to firms with existing PR departments to help focus their messaging and train their spokespeople on how to best deliver the message.


The bottom line is, if you want to get your message out it needs to be focused and clear. To make sure this is the case, it's often wise to seek professional advice.

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 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