Turkington Public Relations

Building your brand through traditional & social media

Peter's Blog

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


Six suggestions that will generate eye-catching headlines

Posted on June 9, 2016 at 11:45 AM Comments comments (0)

We all know that if you send an email, the subject line has to be eye-catching for the reader to open and read the email. The same goes for headlines on an article, blog post or news release. The headline has to tweak the reader's interest, otherwise they're not going to read on.

This article from Social Media Examiner outlines 6 ways you can create eye-popping headlines. http://bit.ly/1ZBlCA7

And...a bit of advice from my personal experience. Supplement these headlines with an image that captures the essence of the headline and the story. This will guarantee more clicks and reads.


Getting to know your audience

Posted on June 9, 2016 at 10:30 AM Comments comments (0)

Getting to know your audience is a complex process. This article from Social Media Today outlines the process of learning about your audience. http://bit.ly/1Uiorpx

The longer Bernie stays in the Democratic race, the greater the likelihood of Trump predency

Posted on May 20, 2016 at 5:25 PM Comments comments (0)

The U.S. primary season has been ongoing for many months now and Hillary Clinton is still struggling to find a message that resonates. Sure, as noted in this article from CTV News, she's almost got enough delegates to lock up the nomination, but turning towards the general election, she is still viewed negatively by a huge number of voters.

Add to this the fact that Bernie Sanders has motivated a base of voters that is not satisfied with establishment candidates and politics as usual. Should the Democratic party pick an establishment candidate (i.e. Clinton) who talks about continuing the economic policies of former President Bill Clinton, will these anti-establishment voters come out for Hillary?

Take it one step further and think about the anti-establishment candidate that is running against Clinton...TRUMP. The vast majority of the voters that were motivated by Bernie Sanders likley won't vote at all once Bernie's no longer on the ticket, but some may gravitate towards to only anti-establishment candidate who's left running.

Some food for thought. This election's definitely not going to be the 'slam-dunk' Hillary was hoping for.