For Steve Turner PR means personal relationships as much as it means public relations.
What’s your story?
I graduated with a degree in journalism and started as a news and sports reporter. Then added radio ad sales and sales management to my duties. Later, I worked for an ad agency and found I loved the big idea of helping clients build their brand in multiple formats. I soon opened my own PR firm, The Turner Group in St. Louis and then merged with an ad agency, S. Solomon and Associates. We have been Solomon Turner PR for over three decades and honored to work with big-name clients such as Tony Robbins, Brian Tracy, and Northwestern Mutual.
What excites you most about your industry?
The art and science of public relations, marketing and branding is constantly evolving.
AI is having an impact on how messages are communicated. It is a game changer requiring constant education on the latest techniques to help clients reach their objectives. Public Relations is about message communication, building relationships, building credibility, and building trust for the long term. The methodology of news delivery is changing, creating a process that is challenging but also exciting. As we work with multiple clients, no day is the same, and the ability to help our clients achieve their goals is extremely gratifying.
What drives you in your career to push beyond what other people consider normal?
Maintaining an edge in a constantly changing industry requires ongoing education and practice. I work endlessly to stay up-to-date on the latest technological advancements, such as AI, that have a big impact on the practice of public relations. I also still push for in-person meetings even today in a mostly digital world. Relationship building is what PR is all about, and I strive to foster positive relationships not only with clients, but also with the media, other public relations practitioners, and referral sources.
What have been the most useful skills you have learnt and applied in your journey?
The best public relations professionals maintain two key skills: the ability to communicate and the ability to sell. Writing is key, and PR pros must communicate their clients’ messaging in short, concise sentences. I constantly hone and apply my writing skills, and put them into practice with not only news releases and media pitches but also articles, blogs, and of course, my book, PR That Works. Selling ranges from convincing a prospective client to work with you, convincing the media to write a story on your client, and then establishing win-win situations with potential referral sources.
What’s the best piece of advice you ever received?
“Nothing happens until somebody sells something.” That is a great piece of advice because until you get someone to sign an agreement or convince them to hire you for a position, you are still at ground zero. I learned how to sell early in my career in radio ad sales and had an awesome mentor to guide me. Those selling skills have helped me gain new clients and achieve a high level of success for over three decades as a public relations agency owner and operator.
Who inspires you?
I am inspired by many in our industry, such as media trainer Michael Smart, and others who have accomplished great success either as an agency owner or corporate communications team leader. Also great motivational speakers and orators such as Tony Robbins, Brian Tracy, and Sir Winston Churchill, who said during the heat of battle during World War II, “Never give in. Never, ever give in.” in what many people call his never give up speech. I take notes from industry leaders to adapt our approach and listen to speakers to help us push forward, sometimes against extremely tough odds.
What have you learnt recently that blew you away?
The use of video is now inherent in almost every type of messaging and must be considered as part of a PR campaign. For example, the amount of resources on YouTube continues to blow me away. This is one of the great learning tools, and you can watch some of the greatest business minds chat and educate at no charge. There are many top business gurus and billionaire business owners featured on how they built their companies. Most presentations include high-quality production values. This impacts the practice of PR on how messages will be imparted and received in the future.
If you had your time again, what would you do differently?
My career path has had many twists and turns, and I did not know I would end up as an owner and operator of a public relations firm. Had I known, I would have taken more business classes in college and pursued employment at a PR firm. However, my background as a news and sports journalist has served me well over the years and helped us secure many sports-related clients. So there is a trade-off. I would recommend getting as much exposure as you can to how various industries and businesses operate. That background will help you throughout your career.
How do you unwind?
I work out, read, watch sports, attend concerts, travel, and spend quality time with my wife and family.
What is a major mindset change, belief shift or ‘ah ha’ moment that you’ve experienced in relation to your career?
Once I had worked with enough clients to create a nice portfolio of media placements, I felt confident in pursuing nearly every type of client, no matter the size. That confidence helped me build relationships with CEOs and business owners, resulting in many key referrals to other companies. It definitely helped us build our agency and secure work with a variety of interesting corporations, small businesses, and nonprofits.
Everyone in business should read this book:
I really can’t focus on just one book so I would highly recommend a few. One is Shoe Dog by Phil Knight, the then CEO of Nike. It is a great read on how he built this huge company from scratch and all the trials and tribulations involved. It is well written and easy to digest, with lots of lessons learned. The One Thing by Gary Keller is about focusing on what you do best and building the foundation to stop wasting time. It helps you get results faster and more efficiently.
Shameless plug for your business or career:
Solomon Turner PR is an award-winning firm named one of the top PR firms in St. Louis for 17 consecutive years by Small Business Monthly. We bring value by offering clients a customized approach to help them achieve their objectives. We have worked with companies nationwide in nearly every industry, from construction to finance to healthcare to technology to sports marketing. We solve branding problems with a thorough thought process and planning strategy that helps deliver the highest ROI possible. My book, PR That Works explains the process with 28 strategies and 14 case studies you can use today.
How can people connect with you?
Call Solomon Turner PR, 314-205-0800, or email sturner@solomonturner.com.
Also visit https://rockstarpublicist.com or https://solomonturner.com.
Social Media Links?
https://www.linkedin.com/in/steveturnerpr/
https://www.facebook.com/steveturnerpr/
https://www.instagram.com/rockstarpublicist
https://x.com/steveturnerpr
This interview is part of the CallumConnects series.