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

2. What is Public Relations?

3. 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.”

4. 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”

5. 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

6. 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

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

8. Taking an Effective Approach

9. 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
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

10. 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

11. 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?

12. 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

13. The Pitch A short, clear subject line
Relevant, timely, & inspire curiosity
33% open 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!

14. 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

15. Working with Foreign Media

16. 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

17. 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

18. 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

19. 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

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

21. FAM Tours

22. 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

23. 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

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

25. Thank You!