PR101

1
PR101

• Aimée F. Zerla Joe Vargo
• Public Relations Office, Ohio Division of Travel
  Tourism
• April 24, 2007
• Ohio Division of Travel Tourism Marketing
  Conference

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What is PR?

• Public Relations is the management function that
  establishes and maintains mutually beneficial
  relationships between an organization and the
  publics on whom its success or failure depends.

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What does that mean?

• Planned
• Managing Perception
• Stimulating Action
• Building Relationships with 2-Way Communication

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Areas of PR

• Media Relations
• Press Agentry
• Public Affairs
• Issues Management
• Lobbying
• Development /Fundraising

• Employee Communications
• Corporate Identity
• Corporate Philanthropy
• Consumer Relations
• Community Relations
• Investor Relations

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Media Relations

• What is it?
• Tactics / Strategies
• Message
• Basics on Common Tactics
• Methods of Distribution
• Results / Measurement
• Relationships
• Tips

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What is Media Relations?

• Also called Publicity
• FREE Media Placement (print or online)
• Newspaper
• Magazine / Trade Publication
• TV / Radio
• Organization/Company Newsletter
• Little to no Control
• Lends Credibility to the Message
• Wide Reaching

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Crafting A Message

• Tell a compelling story and be newsworthy.
• The message that gets noticed is the one thats
  different.
• Is this new, timely, related to something people
  are talking about?
• Is it unique, the first, the best?
• Is it important to the industry, community?
• Whats the hook or angle?

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Reaction to Messages

• Gatekeeper (Writer, Reporter, Editor)
• How does this affect my audience?
• End Audience (Reader, Watcher)
• Whats in it for me? Why do I care? Why SHOULD I
  care?

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The Message

• Tailor the message to the audience.
• Lead people into the message.
• Set the scene in a creative way that helps the
  reader visualize your news.
• Be concise without losing the power and
  substance.
• Put whats important at the beginning.
• Who, what, where, when, why and how.
• Localize the information.

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Trends

• Recent Trends
• Girlfriend Getaways / Man-cations
• Rejuvenile Vacations
• Voluntourism
• Ecotourism/Environmentally Friendly Travel
• Value/Luxury Divide
• Where to Learn More
• BuckeyeLine
• News USA Today
• Websites Travel Industry Association, Randall
  Travel Marketing, Hospitality.net and
  Carlson-Wagonlit

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Tactics / Strategies of Media Relations

• How do you get your message out?
• Media Release/News Release
• Media Advisory
• Feature Story/Pitch Story
• Press Kits
• Press Conference
• Press Trip
• Division Media Leads
• Division Media Missions

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Media Release Basics

• Stick to one message per release.
• Keep release 1-2 pages.
• Structure
• Contact Information
• Date
• For Immediate Release or When
• Dateline (ex. COLUMBUS, Ohio)
• NEWS RELEASE
• Boilerplate at the end be creative
• Ends with or -30-

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Sample News Release
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Media Advisory Basics

• Format
• Who
• What
• Where
• When
• Why
• Event Announcement
• Short Lead Time

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Feature Story/Pitch Story Basics

• Well Rounded Story Ideas
• Write and Submit Story
• Provide Previously Published Stories

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Press Kit Basics

• Fact Sheet with Basic Information
• Story Ideas
• Evergreen News Releases
• Calendar of Events (if applicable)
• Contact Information
• Have Digital (on CD) and Print Versions
• Photos (on CD)

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Photo Basics

• Exterior Shots are Needed
• Smiling Happy People Enjoying your Experiences
  are Crucial
• Keep Images Up-to-Date
• Show Range on Web site Tell the Story
• Legal Aspects Photocopy Rights
• Know Requirements - print reproduction Digital
  4x6, 300 dpi
• Limited Budget Partnership, Amateur Contests
• Prints Last Resort - Dont Write on the Back
  Use Stickers
• Dont Expect Anything to be Returned

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Good Photography

• Good

• Not so good

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Online Press Room Basics

• Dedicated area of Web site.
• Easy to find on home page.
• Same info. as press kit.
• Current and archive of news releases.
• PR staff contact info. including titles and
  mailing addresses.
• Keep information current!
• Offers information 24/7.

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Press Conference Basics

• Used for Large Announcements
• Media Receive Identical Story
• QA Session
• Provide Time for Individual Media Interviews if
  possible
• Often used During Crisis Communication

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Crisis Communication Basics

• Develop a Plan Before Things Happen
• 24/7 News Cycle
• Be Prepared for Variety of Most Likely Things to
  Happen
• Develop Crisis Communication Team
• One Spokesperson

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Press Trip/Visit Basics

• Invite Press to Experience First Hand
• Provide Complimentary or Reduced Rates
• Partner with Division and or/other local Travel
  Entities
• Helps Build Relationships

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Media Leads Media Missions

• Division Sponsored
• Media Leads
• Sign Up for Media Leads at www.DiscoverOhio.com/In
  dustry
• Media Missions
• Face-to-Face Deskside
• Watch BuckeyeLine for Details

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Building Media Lists

• Dont just Blanket Customize
• Keep Current
• Division Offers Lists
• Start Small Make Adjustments
• Pitch Business to Business Reporters, Travel to
  Travel Reporters, Art to Art Reporters etc.
• Read the Publication and Writers Work

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Methods of Distribution

• Deliver your news the way the media wants to
  receive it
• E-mail dont send attachments
• Mail (First-class, Overnight Mail)
• Courier/Delivery Service
• Fax
• Web Postings/Online Newsroom
• Wire
• Phone
• Press Conference

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Tracking Results

• Determine What Your Organization Needs to Know
• Establish Criteria of Report
• Hire Outside Clipping Service
• BurellesLuce, Bacons, Media Library
• Clip your own
• Google News and Yahoo News
• RSS Search Feed on MyYahoo.com
• Also Search for Competition and Industry

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Media Relationships

• Be Ready to Talk, Be Available
• Gain Control Confidence with Media - Know your
  Message
• Being Simple (not simplistic)
• Credible, Honest, The Source
• Provide 24 Hour Contact Info
• Know and Meet their Deadlines
• Never Say No Comment or Make Up an Answer
• Never Go Off-the-Record

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Tips

• Spelling, Grammar, Punctuation
• Still Important!
• Associate Press (AP) Style Helpful
• Dont call and ask if they got your release.
• If you call, keep your pitch to 25 words
• I think x is a great fit for you because of y

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Value of Social Responsibility

• Be an Active Member of your Community
• Support a Cause
• Let People Know

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Consumer Generated Media

• Remind your visitors to post comments about you
• Offer a discount or added value for people who
  post comments
• Respond to negative comments in an appropriate
  tone
• Popular travel specific CGM sites
• TripAdvisor.com
• Travelocity.com
• Venere.com