Doubling down on a more convenient model for public relations and content marketing — assisted but not guided by AI
Since 2012, TNKR Media’s team has specialized in public relations and web content packages designed for the professional services, and any busy, in-demand expert with limited time to commit for marketing. We continue to offer both PR and content services remotely to anyone in North America but we are shifting to a more efficient model.
Over the years, as documented on our blog, our media packages evolved to include less consulting time and more content, in various writing formats and remote audio or video productions. To remain competitive and as convenient as possible for those interacting with our services, TNKR Media’s plans as of January 2025 will include larger deliverables over a longer period of time — still with only a few hours, even less than an hour per month of input needed from our busiest leaders.
“In the beginning, a press release, some clever writing and a dream were the only prerequisites for creating a decent PR campaign,” said TNKR Media co-founder Dan Delmar. “As social media and news media have changed, becoming evermore restrictive and even chaotic at times, it’s become crucial to not only back up your PR with original, relevant and informative content, but to do so over a longer period of time in advance of a PR push, to demonstrate credibility and commitment. Pushing public relations within our operations to a service that compliments web content is a more diversified approach in contrast to the old model, where saying clever things was sometimes enough to get noticed.”
Changes to our service plans beginning in January 2025:
- Public Relations (PR) or Public Affairs campaigns are only available when paired with one or more content service. ‘Launch’ and ‘Refresh’ packages include supporting blogs, newsletters and optional podcasting or social media content.
- Content services (blogging, podcasting, etc.) are now available in bundled packages with or without consulting hours.
- All packages are delivered over a minimum timeline of three months, up from one month, excluding crisis communications services available only to members (clients active over the past year).
Advancements in technology, AI specifically, have also had a profound impact on all business communications and on TNKR Media’s processes. We continue to incorporate these tools into our system, following the Human In The Loop (HITL) principle which requires all content to be verified and fact-checked by both competing AI platforms and two human layers, Consultant and Senior Editor.
Policies on the responsible use of artificial intelligence (AI):
- New: 🤖 AI Accelerate allows clients to choose between AI-First or Human-First consumer blogging or social media content, both of which are then edited and verified by a Senior Editor. AI-First content may be less engaging and tailored than Human-First with AI tools used in a supporting role, but AI-First packages are on average 2-4x larger by volume. Feature blogging, or thought leadership pieces, are for the foreseeable future only generated through the Human-First process.
- AI tools like LLMs (ChatGPT, Gemini, etc.), grammar checkers, image generators and transcription services are available to all staff and contributors, and multiple AI tools have been integrated into production processes for over five years.
- All services including podcasting are available 100% remotely via Zoom or similar videoconferencing platforms.
About TNKR Media
TNKR Media is a content marketing and public relations agency based in Montréal, Québec, offering remote business communications solutions for Canadian thinkers who want to tinker with their ideas through specialized media projects. Founded in 2012 and led by managing partners Dan Delmar and Jessica Mailas, the group of media consultants, marketers and journalists efficiently manage PR and public affairs mandates aimed at sharing expertise and creating meaningful value.
For more information about our Content+PR solutions, contact us.
Photo: Tim Mossholder/Unsplash
