SPARKLE STORY
TK PR is a boutique public relations firm that specializes in travel, hospitality and luxury brands for clients nationwide seeking National media exposure.
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“New York Results with a Touch of Southern Charm”
The award winning PR firm, started in 2008 by Taryn Scher – with headquarters in Greenville, South Carolina – has established itself as a firm that delivers results to its clients, going above and beyond the call of duty and exceeding expectations.
We bring classic Southern hospitality – and SPARKLE – to the media capital of the US and land major results every single time.
What We Do
We seek traditional “Earned Media.” This means we don’t pay for our stories. We are storytellers ourselves and do this through outreach to journalists in television, newspaper, magazine, and online mediums.
We can’t brand you, design your logo, create e-newsletters or get you 4 million Instagram followers.
Rather than being kind-of-good at everything we choose to excel at just one thing. And that one thing is getting you the most exposure possible in traditional media outlets.
What To Expect
We work to develop story ideas that are timely and relevant, that honor the current news cycle and storylines. We will also guide you on the best ways to amplify the results we obtain in the press through your social media channels, marketing materials, website and more.
We aren’t just your PR firm. We are a strategic partner that works with you to develop programs and initiatives that will attract media attention. We know what the media are looking for and will help you to find – and create when necessary- those stories. Ultimately, your success is our success.
TARYN SCHER
The Sparkle Boss
Taryn began her career working as in-house PR and Marketing director for an international fashion brand in New York City.
For the past 15 years she has been the driving force behind TK PR, orchestrating appearances for her clients on CBS This Morning, Fox and Friends, and The Today Show, as well as features in The Wall Street Journal, The New York Times, Travel + Leisure, O the Oprah Magazine, Good Housekeeping, Better Homes & Gardens and thousands more.
Under her leadership, TK PR has received 4 Adrian Awards from HSMAI – the largest and most prestigious global travel marketing competition which honors excellence in hospitality, travel, tourism and media. TK PR also received The Award of Excellence in Media Relations from the South Carolina Public Relations Society of America and was a finalist for their PR efforts in partnership with VisitGreenvilleSC for the ESTO Destiny awards. Taryn has won 3 Best Pitch of the Year awards from Smart PR Inner Circle.
Taryn is also the creator of Sparkle School, an online course that teaches DIY PR for small business professionals. Taryn is a sought after international speaker- she’s presented to groups across a variety of industries including the Clemson SBDC, Caribbean Tourism Organization, the Global Food Tourism Conference, the Georgia and Texas Association of CVBs, International Restaurant and Foodservice Show, Florida Restaurant & Lodging Conference, Mid-Atlantic Food, Beverage and Lodging Expo, NCRLA Expo, Atlanta Foodservice Expo, SCRLA, Professional Association of Innkeepers International and more.
Taryn was named the Small Business Administration’s South Carolina Young Entrepreneur of the Year, one of Greenville Business Magazine’s Best and Brightest under 35, one of PR News’ People to Watch in PR, GSA Business’ 13 Visionaries, 40 Under 40 and Most Influential Women in 2023.
Taryn is the former Chairman of the Board of the acclaimed food, wine and music festival, Euphoria, as well as the Clemson Small Business Development Center. She currently serves as a coach for the Greenville Chamber's Minority Business Accelerator program on the Greenville Zoo Foundation Board.
BRENDA
CASSABON
The Sparkle Creator
Brenda joined TK PR in 2016, after discovering her curiosity for all things hospitality and tourism. Previously, she worked in lifestyle marketing and for a small business PR firm, after earning a bachelor’s degree in public relations from the University of South Carolina. Brenda received her MBA from Clemson University in 2017.
Over four years, Brenda landed hundreds of national media stories for TK PR's clients in Travel + Leisure, USA Today, Cosmopolitan, Conde Nast Traveler, Men's Journal, Shape, Vogue, Architectural Digest, Forbes and many more outlets.
Brenda left TK PR in 2020 to pursue a career opportunity in integrated communications, managing strategic public relations for leading corporate consumer brands. She quickly discovered her unwavering passion for the hospitality and tourism industries and rejoined TK PR in October 2021. Brenda brings experience in developing and implementing strategic public relations plans, in alignment with overarching client goals.
Brenda also works to educate others about the power of earned media coverage and has spoken to several organizations including the New England Association of Amusement Parks & Attractions, the Clemson Small Business Development Center and the Maker’s Summit.
As a military spouse, Brenda has had the opportunity to sparkle all over the country. When she's not busy helping her clients from TK PR's Louisville office, she volunteers and serves in the community. Brenda previously sat on the Greenville Zoo Foundation board and served on the marketing committee for the Junior Achievement of the Upstate SC and Over-the-Rhine Foundation in Cincinnati, OH.
GRACE
WHITE
The Sparkle Coordinator
Grace joined TK PR after graduating with a Bachelor’s degree in Communications and Brand Communications from Clemson University in December 2022. She discovered her passion for
public relations early on in her educational career and was able to gain real world experience throughout her internships at Clemson. Grace has previously worked on multiple non-profit teams where she was able to design strategic public relations campaigns and social media and marketing tactics.
As a Greenville native, Grace loves the idea of giving back to her community and working with local businesses to help the city continue to flourish and prosper. She quickly figured out that her eye for creativity and detail-oriented skills pair perfectly within the tourism and hospitality industry.
When she is not working, Grace loves to get out and explore. As an avid nature lover, she loves to take weekend trips to the Blue Ridge Mountains to hike and go sightseeing. Grace is an avid reader, amateur baker and perfume connoisseur and collector.
SPARKLE FAQ
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What exactly is PR?Public Relations, or PR, is defined as raising awareness of a product, person or service. For every PR firm “raising awareness” means something different. TK PR focuses on the traditional media relations aspect of PR – specifically earned media coverage. TK PR helps garner press coverage for clients in all sectors of the media including consumer and trade print (magazines and newspapers), online and broadcast mediums.
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What is the difference between PR and Advertising?TK PR puts destinations on the map by landing stories in the media- the unpaid editorial content. Advertising is paid for and although it gives you the power to choose what is printed and guarantee that you will see your company in print, it is extremely expensive and often overlooked by consumers. A one-page advertisement in a major national publication can cost as much as $140,000. Unlike ads, editorial placements obtained by TK PR have the ability to earn the credibility and attention of today's savvy consumers with no additional cost to you!
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How do I know if my business is right for TK PR?Every business should have PR efforts- but not every business is the right fit for TK PR. Would you hire a doctor who specializes in ears to operate on your knee? As much as we’d love to work with every business out there, we know what we do best. We specialize in the travel, luxury & hospitality industries. That said, we also do one thing for our clients – earned media. We insist that the clients we represent also have someone who handles their advertising, marketing and social media strategies. We are just one component of a comprehensive marketing strategy for our clients that works synergistically with the others.
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Do I have to offer freebies?Yes! Think about firsthand experiences- they are always better than hearsay. If you are a destination, a resort or a restaurant and want a journalist to recommend your business to their readers, you have to let them experience it in person. The cost to host journalists is well worth the potential results. If you are considering a PR campaign, be prepared to willingly offer complimentary visits, stays and meals; and when those opportunities come, roll out the ultimate VIP treatment.
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When will I notice results?PR is a lengthy process that takes a minimum of 6 months to see noticeable results. The most successful PR campaigns are ones that stretch years. It takes time to build momentum. Online press coverage is often the first to appear, followed by newspaper and broadcast coverage. Because top-tier magazine editors plan their content as much as two years in advance, you should be thinking long term – not seeking out a quick fix. Top quality press coverage has the ability to reap benefits for years to come. We are happy to sit down with you and provide examples of the PR process and show you the growth points from 6 months, to 1 year, to 2 years. If you are willing to put in the time and think big picture, the long term possibilities are incredible!
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Does PR guarantee sales?The purpose of PR is to raise awareness, build brand recognition and company credibility; NOT drive sales. Although an increase in sales is often a result of PR, it is never guaranteed nor should be the focus or goal of a PR campaign.
