Turkington Public Relations

Building your brand through traditional & social media

Peter's Blog

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.

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.

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

10 Principles for Creating an Effective Public Relations Plan

Posted on January 22, 2017 at 2:30 PM Comments comments (0)

I often talk about principles 1, 2, 4 & 9 when I'm introducing people to the concept of public relations. http://bit.ly/2iRCtno

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.

John Tory has rolled the political dice with his support of road tolls

Posted on November 25, 2016 at 8:25 PM Comments comments (0)

John Tory may be right that something needs to be done in order to finance Toronto's ambitious transit agenda. But the challenge is in selling the message to Torontonians. While has almost two years until the next election to explain the nuances of his toll road proposal, his potential opponent has a simpler message to communicate..."elect Doug Ford and there will be no road tolls." And that's a message that many people will flock to. John may well have, yet again, found a way to fritter away the frontrunner status and lose an election.

Content curation for B2B brands

Posted on July 21, 2016 at 11:55 AM Comments comments (0)

If you're not already creating and curating content for your business, chances are your first question is: What are the benefits?


This article from B2B News Network does a good job of outlining them. Take a look and see how content creation and curation can help your business. http://bit.ly/2afr61K









Content: The fuel for your PR strategy

Posted on July 21, 2016 at 12:20 AM Comments comments (0)

This article includes six great examples of how content creation can feed your public relations activities. http://bit.ly/2a0xlaT







The Power of Earned Media Coverage

Posted on July 16, 2016 at 3:30 PM Comments comments (0)

I’ve talked about the differences between marketing and public relations in previous blog posts. I’ve also delved into how they work together to build brands for companies, authors, politicians and individuals. However, in this post I’d like to focus in a bit more detail on earned media.


First of all, let’s take a look at what exactly earned media is. It’s coverage that is generated by gaining the interest of editors and reporters. And since every journalist and media outlet has different audiences and interests, there’s no ‘cookie cutter’ way to approach them.


To capture an editor or journalist’s interest, you’ll need to research the media outlet, their editorial style, their audience and also the individual journalist (stories or topics they like to cover, their approach to stories, specific interests, and even common interests you might share with them). This way they’ll know you’re serious and your outreach isn’t just something you’ve e-blasted out to hundreds of other reporters.


In essence, it’s just like knowing your audience – which I’ve posted on previously. By researching the media outlet and journalist, you can tailor the pitch to meet their specific needs as well as their specific audience. In essence, we’re helping them meet their goal of providing relevant, timely and interesting information to their audience. But we’ve got to make sure that our focus is on providing valuable resources, information and content. The minute we lose sight of that, the pitch starts to look opportunistic and salesy and reporters/editors will direct you to the advertising department.


Providing quality content to journalists through bylines, Q&As, and interviews with credible industry experts can lead to a long lasting relationship with the journalist and outlet. As time passes, they’ll begin reaching out to you when they’re working on stories that touch on your area of expertise and you won’t always have to rely on pitching them. The end result is the equivalent of a third party endorsement.


What’s more, with the help of social media, you can extend the reach of any coverage you are able to generate. By sharing the resulting story through networks like LinkedIn and Twitter, you’re able to increase the size of the audience beyond that of the original media outlet.


Unlike paid advertising, you won’t get coverage in every media outlet you approach. The story may not be a fit at the particular time, for any number of reasons. But they may pick up on your next pitch, so continued outreach is a must. Consistent outreach will lead to ongoing coverage in a range of different media outlets. This will serve to reinforce your key messages and position you as a though leader in your field.


The benefits of this approach can far outweigh paid placement alone.




Image source: http://educationconnects.com/wp-content/uploads/2016/04/PG-Diploma-in-Journalism.jpg