From Sports Announcer to PR Pro
Before Steve Turner became a PR powerhouse, he was a radio sports announcer. After years of calling games and producing broadcasts, he realized that his real passion lay in helping clients get noticed, whether that meant a billboard, a magazine article, or a TV feature.
So he returned to his hometown of St. Louis and launched his own PR firm. Around the same time, Shelley Solomon was building one of the city’s first female-owned advertising agencies. When the two joined forces, personally and professionally, Solomon Turner PR was born.
“It was a good marriage in more ways than one,” Steve jokes. “We combined her design skills with my PR and marketing background, and it just worked.”
Decades later, the firm has been named one of St. Louis’ Top PR Firms for 17 consecutive years by Small Business Monthly. Steve himself has been recognized as a “Rockstar Publicist” by Authority Magazine.
Behind the Curtain: Working with Brian Tracy and Tony Robbins
One of Steve’s earliest career highlights came from a chance encounter.
While visiting a radio station for another client, he met a man carrying a stack of Brian Tracy cassette tapes. As a fan, Steve offered to help promote Tracy’s upcoming St. Louis seminar, for free.
The event was such a hit that Tracy’s team invited him to handle PR in other cities, including Cincinnati, Philadelphia, and Chicago.
“They didn’t have much money,” Steve recalls, “so I bartered for hotel trade-outs, radio deals, whatever it took. I even slept in a storage closet once. But it worked, we filled rooms and made things happen.”
Eventually, that gig led to another call, this time from Tony Robbins’ team.
At the time, Robbins was just starting to rise to fame. Steve helped him promote seminars like Unleash the Power Within across the country, working with media outlets to fill venues.
“Tony was intense,” Steve laughs. “He’d start seminars at 7:30 a.m. and not break until after 1 p.m. Everyone was exhausted, but that was the point, to show people what they were capable of.”
He even landed Robbins a Los Angeles radio interview after the L.A. Kings hockey team credited him with inspiring a win that broke a 13-game losing streak.
Bringing Steve Forbes to the Stage
Through his work with Northwestern Mutual, Steve helped organize large-scale corporate events featuring high-profile guests, including Steve Forbes.
He coordinated national media coverage for Forbes’ speaking tour and continued working with the company on major marketing projects.
“It was surreal at times,” Steve says. “One day you’re helping a local business get press; the next, you’re coordinating a thousand-person event with Steve Forbes.”
Small Market, Big Results
While St. Louis isn’t considered a major media market, Solomon Turner PR has proven that excellence transcends geography.
Their success, Steve explains, comes from doing great work and building lasting relationships.
“We’re not in New York or L.A., but we’ve produced national-level results,” he says. “If you do good work, people talk about you, and word of mouth is the best PR there is.”
One of his favorite examples came during the SARS scare of the early 2000s. A client created a “SARS Prevention Kit” for office workers, complete with hand wipes and tissues. Steve pitched it to NBC News, and within days, a crew was at the client’s Louisville office filming a segment.
“That one small idea turned into a national story,” he says. “And it all started with creative thinking.”
Networking After 60: Making Connections That Count
Steve is a big believer in the power of networking, especially for professionals over 60 who may feel disconnected from the modern business world.
“The first thing you need to do is define your goal,” he explains. “Are you trying to get clients? Make friends? Serve your community? Once you know that, you can choose where to show up.”
He recommends local Chambers of Commerce, industry associations, or interest-based clubs. But most importantly, don’t stand around waiting for people to approach you.
“Be proactive,” Steve says. “Go up to people, shake hands, and ask, ‘How can I help you?’ That one question changes everything.”
Steve Turner’s Top Networking Tips
- Clarify your goals – Know why you’re networking.
- Be approachable – Introduce yourself first.
- Ask what others need – Offer value before asking for it.
- Follow up – Send a note, schedule coffee, and stay connected.
- Be consistent – Networking is a long game, not a one-time event.
He even quotes the great Zig Ziglar: “You can have everything you want in life if you just help enough other people get what they want.”
Networking is one of the best ways to rediscover purpose and stay active after retirement. For a deeper look at finding meaningful engagement later in life, see When Retirement Feels Too Small: How to Reclaim Purpose, Connection, and Joy.
Building a Brand That Stands Out
Many people think PR is just press releases and interviews, but Steve insists that real PR is about brand strategy.
“We help people identify their goals, define their audience, and craft a message that connects,” he says. “If you don’t know who you’re talking to, your message will miss the mark.”
At Solomon Turner, every campaign starts with understanding the client’s “sweet spot”, the ideal audience where the message has the most impact.
He encourages clients to build credibility through thought leadership, books, podcasts, interviews, and blogs that showcase their expertise.
“When you publish a book, your credibility skyrockets,” he says. “It tells the world you have something important to say.”
Building a personal or professional brand after 60 can open new doors for creativity and financial independence. To explore how older adults can turn their experience into opportunity, read 10 Best Jobs for Seniors Looking to Stay Active.
Thought Leadership: From Local Expert to National Voice
According to Steve, the journey to thought leadership starts local.
“Do podcasts. Write blogs. Speak at community events. Those things build your reputation,” he says. “Then, when you’re ready, pitch yourself to larger platforms.”
To reach national outlets like CNN or Fox, he advises first building a media reel, a portfolio of smaller interviews and articles that demonstrate authority and comfort on camera.
“Producers want proof,” Steve says. “They won’t gamble on someone untested. But if you can show clips, they’ll take you seriously.”
Hosting Events and Seminars That Attract Audiences
Having promoted countless seminars for Robbins and Tracy, Steve knows what it takes to get people in the room.
He recommends partnering with existing networks like Oasis, a nonprofit that organizes educational events for adults 60+. Universities with continuing education programs also offer great platforms for workshops or talks.
“There’s a misconception that people over 60 aren’t active,” Steve says. “But they’re out there, learning, creating, and changing the world. We just need to connect with them.”
Experience Is the Ultimate Advantage
When asked what sets older professionals apart, Steve doesn’t hesitate: experience.
“We’ve been through it all, success, failure, and everything in between,” he says. “That gives us perspective younger generations don’t have.”
He points to SCORE, a nationwide program that connects retired business executives with young entrepreneurs, as an example of how older professionals can make an impact.
“Our experience is a mental Rolodex,” Steve says. “It’s time to use it, and even monetize it if we want to.”
PR That Works: Turning Lessons Into a Book
After decades in PR, Steve decided to share his wisdom in a new book: PR That Works, available now on Amazon.
It features 14 real-world campaigns, interviews with top PR experts, and practical advice for small businesses that want to get noticed.
“People told me they needed a PR book that wasn’t a textbook,” Steve explains. “Something simple, relatable, and full of strategies they could actually use.”
He’s also working on an audiobook version, drawing on his background as a radio announcer.
“I’ve done play-by-play sports, commercials, and radio shows,” he says. “Now I get to use that experience to bring the book to life.”
The Power of Newsjacking: Turning Headlines Into Opportunities
One of Steve’s secret weapons in PR is newsjacking, tying a client’s expertise to trending news.
“If there’s a major story and you can find a local angle, that’s your chance,” he says. “Local stations love to make global stories relatable.”
It’s how he once landed a Fox interview discussing Taylor Swift’s marketing genius, and how he got a cybersecurity client 20 minutes of airtime during the CrowdStrike outage.
“When you’re ready with the right story at the right time, the media comes to you,” he says.
The Long Game: There’s No Easy Button
When asked whether there’s an “easy button” for instant fame, Steve laughs.
“Unless you go viral or strike lightning, there’s no shortcut,” he says. “You build your message, you refine it, and you keep showing up.”
It’s the same discipline that’s kept Solomon Turner PR thriving for over three decades, and what keeps Steve energized every morning.
“I love what I do,” he says. “I get to work with great people, tell great stories, and help others succeed.”
Final Thoughts: Reinventing Purpose After 60
As we wrapped up our conversation, Steve offered one last piece of advice for anyone in their “golden years” who’s wondering what comes next.
“You have a lifetime of experience,” he says. “Use it. Share it. Find ways to serve others. Whether you make money doing it or not, that’s how you stay relevant and fulfilled.”
At 60 Plus Uncensored, that message hits home. Reinvention doesn’t require youth, it requires passion, purpose, and persistence.
Steve’s story proves it’s never too late to reinvent yourself or find fulfillment in a second career. If you’re ready to begin your own next chapter, you might also enjoy Creating a Fulfilling Lifestyle After Retirement.
Connect with Steve Turner
- Website: solomonturner.com
- Email: sturner@solomonturner.com
- Phone: (314) 205-0800
- Book: PR That Works – available now on Amazon