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Working with the Media [Go International]
January 10, 2016 Presented by Rachel Cromer Howard
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What is Public Relations?
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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.”
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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”
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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
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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
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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
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Taking an Effective Approach
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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
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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
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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?
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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
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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!
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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
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Working with Foreign Media
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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
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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
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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
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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
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Partnerships Always look for ways to partner
Your State? CVB? Regional Support? Endless marketing collaboration opportunities – win-win
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FAM Tours
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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
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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
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FAM Tours Individual vs. Group Participating in a FAM Tour
Organizing a FAM Tour
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Thank You!
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