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 (0)

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."

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 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.

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.

Perfecting your brand voice...

Posted on April 23, 2017 at 1:30 PM Comments comments (0)



This article provides some great tips on how to perfect your brand voice. For me, the one that jumps out most is "be a storyteller." http://bit.ly/2pT4YAD

So many things can impact the way our messages are received & interpreted

Posted on November 25, 2016 at 11:45 PM Comments comments (0)



This article on the art and science of emotional engagement underscores one of the many filters that impact how our key messages are received and interpreted by audiences. We have so many things to consider when putting together our communication vehicles.