Working with the Media [Go International] January 10, 2016 Presented by Rachel Cromer Howard

What is Public Relations?

What is Public Relations? Public Relations is not advertising Public Relations is more than just media relations “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Why is Earned Media So Important? Earned media is trusted Earned media lasts Earned media is measurable “Earned media is the most trusted and credible form of content for a brand or organization”

Types of Media News Media: Daily newspapers Weekly or local newspapers Magazines or monthly special sections Broadcast: Radio or TV Electronic Media: Internet news sites, blogs, social networking sites Associated Press and pick-up sites

Targeting the Media Features Leisure & Lifestyle Travel Trade publications Op-ed/Letters to the Editor Internet: Websites and Blogs Social Media Consumer-Facing Vs. Trade

Working with the Media How do we reach the media? Pitch: Email or Call Individually Press Releases/Media Alerts: Email Individually Mail Merge Wire Service Media Events Press Conferences Tradeshows Other events

Taking an Effective Approach

It’s Time to Stop the “Spray and Pray” Approach News writers are outnumbered 5 to 1 by PR professionals Most get pitched 20+ times a day Email has made it easy for PR professionals to pitch many news writers at once, hoping that something sticks These pitches can easily be thought of as spam Only about one in ten actually write a story based on a pitch

Finding the Right Contacts Media Lists Targeting the Right Contacts Writers/reporters Bloggers Editors Special Interest Get to know your contacts It’s called Media Relations for a reason Read their material

Think Beyond Journalists Tell stories, not just for the traditional press, but for consumers, bloggers, social media influencers, and others who are interested Especially when working internationally: Think outside the box – how do people in that country or market get their information?

The Pitch Ideal pitch length according to journalists: 2-3 paragraphs Others prefer only 2-3 sentences Things that will make a writer immediately reject your pitch: Lack of personalization, too lengthy, bad timing, confusing subject line, large attachments Verbal Pitch

The Pitch A short, clear subject line Relevant, timely, & inspire curiosity 33% open email based on subject line alone. Keep it to 50 characters or less A brief and relevant introduction Who you are and why you are reaching out. Tie it to something personal (I read your article, this is a good follow up; I saw your tweet about XXX and thought this might interest you) Include links to multimedia sources – photos, videos, etc. Include a clear next step: “I’d love to answer any questions you have about XXX. Can we talk for 15 minutes sometime next week? Contact Info!

Messaging Key messages Know your audience Media Kits Know what your key messages are and know how to pitch them quickly and effectively Know your audience Media Kits Tradeshows and events

Working with Foreign Media

Working with International Media Same messaging rules apply, but your approach may be different Working with a PR/Media agencies in other countries/markets Media contacts On-the-ground assistance In-depth market knowledge Contact vetting PR vs. Advertising (opportunity for collaborations) Translation services

Tradeshows Building media lists, making connections Know what you are pitching, and try to set meetings with relevant press contacts Great for travel specific media – all that are at a tradeshow Pre-scheduled meetings and online opportunities Follow ups are crucial

Media Events Tradeshow media days, media events, Press conferences Pre-Scheduled Meetings On the Spot Interviews ITB Berlin USA Media Breakfast 2016 ITB Berlin Walk- by Interview with Bud Johnston

Opportunities with AIANTA Showcase USA-Italy Pre-scheduled Meetings; Networking Opportunities; Opportunity for additional, exclusive press event when you partner with AIANTA ITB Berlin Pre-scheduled Meetings; Gold Key; Brand USA Media Breakfast; On-the- Spot Interviews; Virtual Marketplace World Travel Market (UK) Media Events; Pre-scheduled Meetings U.S. Travel Association’s IPW Go West Summit

Partnerships Always look for ways to partner Your State? CVB? Regional Support? Endless marketing collaboration opportunities – win-win

FAM Tours

FAM (Familiarization) Tours Why do we do FAM Tours? When journalists, tour operators and travel agents experience a destination first-hand, they are able to better relay information to their readers and/or clients These tours, in turn, serve as a valuable marketing tool Two types of FAM tours Tour Operators/Travel Agents Media

Media FAM Tours The purpose of hosting a media FAM tour is to garner positive editorial publicity about a destination and/or organization Although the FAM tour is (most times) paid for or sponsored, this is is different than paid advertising in the sense that the publicity generated is editorial content, and the editorial opinion of the writer

FAM Tours Individual vs. Group Participating in a FAM Tour Organizing a FAM Tour

Thank You!