Post on 17-Dec-2015
1
Interested to learn more? Southeast Tourism Society Membership
www.SoutheastTourism.org STS@Southeasttourim.org 404-364-9847
Sponsored by the Eastern Band Of Cherokee Indianswww.Cherokee-NC.com travel@nc-cherokee.com 800.438.1601
The Evolution of Editorial CoverageDeborah Stone, Pineapple Public Relations
www.Pineapple-PR.com dstone@pineapple-pr.com 404-237-3761
2
The Evolution of Editorial Coverageor
How come THEY got in Southeastern Traveler magazine and not ME!
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
3
Pineapple Public Relations is a boutique agency with more than 15 years of success serving clients in the tourism, hospitality and lifestyle industries.
A full-service public relations agency, Pineapple Public Relations specializes in providing strategic public relations planning and implementation for a wide range of DMOs, hotels, resorts, food & beverage and lifestyle clients and infusing it with a genuine passion.
From USA Today, the CBS Early Show to AJC.com and the pages of Condé Nast Traveler, Pineapple Public Relations crafts unique messages to garner national and regional headlines for our clients.
Pineapple Public Relations
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
4
The Evolution of Editorial Coverage
The best things in life are free…….NOT
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
5
The New Media Landscape
To FAM or not to FAM
Hit the Road
The Evolution of Editorial Coverage
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
6
The New Media Landscape
• Know your target media – Create a manageable list– Identify Key Influencers– Research and Read – Excel at managing the relationship– Adding Social Media
to the Mix
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
7
CLIENT #5 Media Pitch Sheet
Outlet Media Type Contact Phone Email Status Results Outlet Profile
The Birmingham News
Daily Newspaper (555) 123-1515 abc@abc.com
Pitched the shooting grounds to Outdoor Rec writer Mike Bolton. Sent holiday information to Lynn and new travel editor Alec Harvey
The Birmingham News features include the main News section, Metro-State news section, Sports, Money and LifeStyle sections. The LifeStyle section includes features covering a range of topics, including family life, fashion, fitness, food, consumer issues, fads and trends.
Sherman's Travel Magazine
Managing Editor (555) 123-1515 abc@abc.com Pitched on July 16.
Ran online package in August
Launched in fall 2006 for high-end readers seeking value in their travel to popular leisure destinations as well as other interesting vacations. Covers luxury values, travel news, trends, how-to pieces, destination travelogues and provides discounts for travelers by compiling the best deals and offers.
Birmingham Home & Garden Magazine Home (555) 123-1515 abc@abc.com
Pitched on July 2. Sent follow up pitched about gardens and horticulturalist on Aug. 13. Article scheduled for October issue. Oct. 2009 Issue
Focuses on the homes, gardens and people in the Birmingham community. Provides features and photos of the finest upscale living areas.
The Week Magazine Editor (555) 123-1515 abc@abc.com JN continues to pitch
Gathers the finest reporting and writing from the U.S. and international press to offer an informative, witty digest of the news for readers on the go. Editorial spotlights top news stories and summarizes what media experts are saying about the people, events and trends that make up each week's headlines.
The Atlantan Magazine Food (555) 123-1515 abc@abc.com
Pitched Shooting grounds, holiday events. Wants to visit property.
Launched in March 2006 and aimed at upscale Atlanta residents and visitors. Provides an insider's look at shopping, dining and culture.
Chattanooga Times Free Press
Daily Newspaper Features (555) 123-1515 abc@abc.com
Pitched Shooting grounds, holiday events, special packages
Chattanooga Times Free Press is a the local daily newspaper serving the city of Chattanooga, TN and the surrounding area. The publication covers local news, sports, business and community information.
8
Get Social
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
9
• Travel Writer Groups• Make your Facebook Page Media
Friendly– Bit.Ly your press release (tinyurl.com)– Photos &Video– Media Contacts on Info Page– Selectively Post Partner Press
ReleasesPresented by
Eastern Band of Cherokee Indianswww.cherokee-nc.com
10
11
Bloggers• Find them
– Cision, MyMediaInfo, Vocus – Travelblogsites.com– Niche Topics– Key Influencers Link
• Elliott.org• Takingthekids.com
• Rank them– Compete.com- Pitch ThemFollow same protocol as dealing with traditionalBloggers tell it like it is - FTC Disclosure
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
12
13
ocial media platforms expand yourreach and audience. S
14
15
16
Getting Noticed
Communicate
The FAM Trip
Hit the Road
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
17
CommunicateCreate an Editorial Calendar out of your:
» Key Messages» Amenities» Events / Festivals» Milestones» Package» Seasonal Appeal
» Media Deadlines
» Distribution» Personalized Pitches» Press release (Facebook)» Phone calls» Tweet» Hootsuite
• Tweet deck• PRWeb, PitchEngine,
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
18
With the rapid evolution of
Downloadable photos
Direct links to e-mail media
contacts
Unique URL for easy
media access
Hyperlinks to related
information
Social media network sites
technology, we are able to expand the reach of traditional press releases by creating multimedia news releases.
also increase the visibility of your
message.
Web-based vehicles
19
20
21
Why a FAM Trip– Creates a call to action– Personal Experience
• Control the experience• Opportunity to build relationships• Time and cost efficiencies in bringing in as a group
No Better Way to showcase your message• Theme it: Golf, Beaches, Wine, Outdoor Recreation, New and Notable• Save the Date• Make it special • Make it experiential • Consider the sun!
• Conduct a Dry Run(s)– Timing issues, awareness issues among partners and participants, general
readiness– Run point on all stops; check hotel rooms.
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
22
During the trip
• Allow time for photography• The Bloggers Blackberry Prayer• Have knowledgeable experts participate every
step of the way• “We’re walking, we’re walking, we’re walking”
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
23
travelinggal http://twitvid.com/Z9TZJ - Ladies and gents, Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel 1,284,769,969,000.00 via TwitVid.com
oDelete
travelinggal http://twitvid.com/NF2PD - Warming up for Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel 1,284,767,727,000.00 via TwitVid.com
oDelete
travelinggal http://twitvid.com/R0EQO - Larkin Poe, opening band for Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel 1,284,766,558,000.00 via TwitVid.com
oDelete
travelinggal Grape cake with cheez it ice cream at Roosters Beak, #AugustaGa, #gatravel, #shmtraveler, #setravel http://yfrog.com/0kyithj 1,284,764,833,000.00 via Twitter for iPhone
oDelete
travelinggal Blueberry bacon ice cream at Roosters Beak, #AugustaGa, #gatravel, #shmtraveler, #setravel http://yfrog.com/mukldlj 1,284,764,191,000.00 via Twitter for iPhone
oDelete
24
Travel Girl and Atlanta Journal- Constitution travel writers were among the media who attended a Barnsley Gardens media day.
BS Atlanta, Points North, C
25
This Media FAM Trip to Telluride, Colorado garnered more than$290 thousand in publicity value, reaching more than 3.7 million people with the Inn at Lost Creek message.
26
Individual Visits• Establish a SOP for media visits
– Secure participating partners in advance– Develop a Reservation Request Form
• Online• Partner Communication and Confirmation• Creates Itinerary
– Develop a Media Visit Policy• Complimentary Rooms• Meals on their own• Transportation provided, or not• Have a Media Rate for those who cannot accept complimentary
trips• Face to face meeting
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
27
Hit the Road
• Deskside Interviews• Media Missions
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
28
Hit the Road
• Deskside Interviews– Target Editors, writers and bloggers in key cities.
Don’t forget online.– Brief 15 – 20 minute meetings– Presentation – laptop, creative, high energy– Come bearing gifts– Give and take
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
29
Hit the Road
• Media Missions • Put on a Show
– Strength in Numbers• DMO / CVB Members• Individual Properties
– Chefs, Golf Pro, Meetings / Weddings expert, Naturalist– Area Attractions
• Research Grant Money• Co-host with your sales team, sports marketing, meeting planners
to maximize event.• Follow-up, Follow-up
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
30
ugusta representativesAtraveled to Birmingham, Alabama to meet with
Southern Living, Birmingham Home & Gardens, Birmingham News and key travel
journalists at this “drive-time”-themed media
mission.
31
Media+ =in theBig Apple3 Days
Interviews9 $1
Million in publicity
Getting National Attention: New York City Deskside Interviews
32
The Power of PR
The Right Story + The Right Distribution Vehicles +
(PR) Personal Relationships= Editorial Coverage
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
33
Results
34
Deborah Stone, PresidentPineapple Public Relations
3380 Hardee Ave.Atlanta, GA 30341
Phone: (404) 237-3761Fax: (404) 237-7948
E-mail: dstone@pineapple-pr.com
Find us online:Twitter: PineapplePRos
Facebook: http://tinyurl.com/PineappleFBWeb site: http://www.pineapple-pr.com
35
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com