‘Make Your Own News’: A more targeted media solution for experts
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 to marketing. We continue to offer both content services and fractional PR/public affairs consulting remotely to anyone in North America, but for 2027 we are shifting to a more focused model built primarily around leadership plans featuring editorial content, podcasting and light media strategy.
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 productions. To remain competitive and as convenient as possible for those interacting with our services, TNKR Media’s plans will continue to include larger deliverables over a longer period of time, still with only a few hours, sometimes 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 more restrictive and chaotic at times, it’s become crucial to not only back up your PR with original, relevant and informative content, but to own more of the media you produce. In this ‘elbow’s up’ moment for Canada, it’s imperative that we ‘make our own news’ and not seek virality on US-based platforms. Private or semi-private communications are better frameworks for Canadian experts than taking chances with short-form video content.”
For 2027, that approach becomes more deliberate: text and audio first. Video remains useful for certain audiences and projects, but professional and B2B communications do not always benefit from maximizing reach at any cost. Strong written features and professional audio can be produced remotely, reviewed efficiently and consumed without demanding a viewer’s full attention. For many experts, the goal is not virality but to make useful ideas easier for the right audiences to find, understand and retain.
Changes to our model beginning in January 2027:
- Editorial Content becomes TNKR Media’s primary service, including commentary, news/analysis, features, whitepapers, statements and other specialized writing designed around professional expertise.
- Public Relations (PR), media relations or Public Affairs (PA) consulting for the media project or global brand remains available with fractional service of 5-20 hours per month included in content plans, supporting a defined project rather than operating as a traditional open-ended agency retainer.
- Podcasting under tnkr.audio is its own service, with an audio-first system for professional, B2B and expert audiences. Video can be added where it serves a clear strategic purpose rather than being treated as a requirement.
The shift also reflects changes in how professional audiences consume information. Social algorithms increasingly reward outrage, exaggeration and rapid engagement, while newsletters, podcasts, websites and other more controlled environments allow leaders to communicate with greater context. TNKR’s role is increasingly to help experts extract the strongest ideas from their own knowledge, organize them using journalistic techniques and publish them in formats designed to retain value beyond the immediate social-media cycle.
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 while following the Human-in-the-Loop (HITL) principle. AI can make research, transcription, translation, organization and editing dramatically more efficient, but innovative ideas, unconventional views and genuine expertise still have to originate somewhere. For leadership content, that source should normally be the leader or their chosen spokesperson.
Policies on the responsible use of artificial intelligence (AI):
- Standard — Human First, AI Supported: Our preferred model. The leader or spokesperson remains a primary source through content capture, with AI supporting research, organization, editing and other production tasks.
- Creative — 100% Human, AI Reviewed: Traditional human research and drafting by TNKR producers or consultants, with AI available principally for review and quality control.
- Accelerate — AI First, Human Supported: Available for selected high-volume or technical formats where efficiency is the priority. AI-assisted drafts are still edited and reviewed by humans before delivery.
- TNKR does not artificially generate a leader’s voice or expertise for standard thought-leadership text or audio. Our editorial processes are designed to capture the knowledge of actual leaders and trusted experts.
About TNKR Media
TNKR Media is an editorial content 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, our group of media consultants, producers and journalists helps professionals efficiently turn expertise into written and audio content, backed where appropriate by targeted PR, public affairs and media strategy.
For more information about our Editorial Content, Podcasting + Media Strategy solutions, contact us.
Photo: Tim Mossholder/Unsplash
