|Posted on September 19, 2020 at 2:50 PM|
When communicating in a crisis, it is critically important to have clear, concise, easy to understand messages.
And, for the most part, we have seen that during the COVID-19 pandemic.
The one key area where there has been confusion is around the messaging on gathering sizes. We all know that COVID-19 spreads when people are crowded together in confined spaces. But many Ontarians became confused when the province introduced social bubbles of 10 people. On top of this, the province was advocating indoor gathering sizes of 50 people and outdoor gathering limits of 100 people.
However, the recent announcement of more restrictive gathering limits is much clearer (10 indoors and 25 outdoors). Read the details here.
Overall, all levels of government have been effective in communicating the golden rules:
- Wash hands.
- Practise physical distancing (stay 2m apart).
- Wear a face mask when required.
|Posted on September 19, 2020 at 1:15 PM|
Now, more than ever, it is important to be 'out there' talking about your brand. With economic uncertainty becoming the 'buzz word' again there is a danger that companies and individuals will stop spending and cause the economy to grind to a halt.
Talk about the value and benefits of your products and services. Continue to use social media and traditional media to engage and connect with your customer base. By interacting with your client base through these mediums, you can identify opportunities for providing solutions and services they still need even though they're cutting back. Help them get through these difficult times and they'll remain your loyal customers when the 'good times' return.
|Posted on May 21, 2019 at 4:10 PM|
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.
|Posted on May 19, 2019 at 7:35 PM|
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:
- Think critically
|Posted on May 16, 2019 at 1:10 PM|
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
|Posted on May 9, 2019 at 1:55 PM|
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."
|Posted on May 1, 2019 at 7:20 PM|
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.
|Posted on February 1, 2019 at 12:10 PM|
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.
- So a newsmaker who gets many questions from reporters can answer them all at once.
- So an organization that thinks it has a newsworthy announcement, launch, or product can attract wide-spread media attention.
- Politicians (Prime Ministers, Presidents etc.)
- Sports teams
- Celebrities or film studios
- Commercial organizations
- The Press Gallery on Parliament Hill
- The White House Press Room
- The scene of a crime
- Hotel conference rooms
|Posted on January 21, 2019 at 7:50 PM|
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.
|Posted on January 12, 2019 at 4:20 PM|
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.