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Dawn talks with Steve Turner of Solomon/Turner PR, a St. Louis firm in its 36th year, about making PR work for businesses. Steve explains how PR has shifted from relying mainly on newspapers, TV, and radio to choosing from many “delivery systems” (social media, podcasts, niche outlets) and emphasizes targeting the right audience for stronger ROI. He outlines a five-step PR process from his book PR That Works: define measurable objectives, identify the audience, craft differentiating messaging, choose the best delivery systems, and measure results to adjust strategy. Steve contrasts PR’s long-term trust-building with short-term advertising, discusses extending “legs” from media coverage across channels, and stresses having a crisis communications plan, designated spokesperson, and media training in place before problems occur.

In this episode….

Meet Steve Turner (00:44)

PR Then Vs Now (03:02)

Five Step PR Framework (06:14)

Objectives And Audience (06:33)

Messaging Channels Measurement (07:45)

PR Timelines And Expectations (11:32)

Giveback Stories With Legs (13:47)

PR For Recruiting Culture (15:46)

Sales Enablement With Third Party Proof (19:11)

Crisis Communication Basics (21:25)

When News Crews Arrive (23:37)

Rogue Social Media Fallout (24:11)

Is It Really A Crisis (26:22)

Pick Your Spokesperson (27:37)

Fire Drill Media Playbook (28:30)

Industries That Need Plans (30:56)

PR Is A Long Game (33:35)

PR That Works Book (37:19)

Penny The Pig Case Study (38:55)

Jeep Book Marketing Wins (40:50)

Where To Find Steve (44:00)

Final Wrap And Thanks (45:04)

Steve Turner’s Informations:

LinkedIn: https://www.linkedin.com/in/steveturnerpr/

Website: https://rockstarpublicist.com/

Facebook: https://www.facebook.com/steveturnerpr/

Instagram: https://www.instagram.com/rockstarpublicist

X: https://x.com/steveturnerpr

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