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Interested to learn more? Southeast Tourism Society Membership
www.SoutheastTourism.org [email protected] 404-364-9847
Sponsored by the Eastern Band Of Cherokee Indianswww.Cherokee-NC.com [email protected] 800.438.1601
The Evolution of Editorial CoverageDeborah Stone, Pineapple Public Relations
www.Pineapple-PR.com [email protected] 404-237-3761
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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
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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
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The Evolution of Editorial Coverage
The best things in life are free…….NOT
Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com
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The New Media Landscape
To FAM or not to FAM
Hit the Road
The Evolution of Editorial Coverage
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www.cherokee-nc.com
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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
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www.cherokee-nc.com
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CLIENT #5 Media Pitch Sheet
Outlet Media Type Contact Phone Email Status Results Outlet Profile
The Birmingham News
Daily Newspaper (555) 123-1515 [email protected]
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 [email protected] 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 [email protected]
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 [email protected] 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 [email protected]
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 [email protected]
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.
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Get Social
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www.cherokee-nc.com
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• 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
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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
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ocial media platforms expand yourreach and audience. S
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Getting Noticed
Communicate
The FAM Trip
Hit the Road
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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
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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
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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.
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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”
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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
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Travel Girl and Atlanta Journal- Constitution travel writers were among the media who attended a Barnsley Gardens media day.
BS Atlanta, Points North, C
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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.
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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
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Hit the Road
• Deskside Interviews• Media Missions
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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
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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
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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.
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Media+ =in theBig Apple3 Days
Interviews9 $1
Million in publicity
Getting National Attention: New York City Deskside Interviews
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The Power of PR
The Right Story + The Right Distribution Vehicles +
(PR) Personal Relationships= Editorial Coverage
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Results
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Deborah Stone, PresidentPineapple Public Relations
3380 Hardee Ave.Atlanta, GA 30341
Phone: (404) 237-3761Fax: (404) 237-7948
E-mail: [email protected]
Find us online:Twitter: PineapplePRos
Facebook: http://tinyurl.com/PineappleFBWeb site: http://www.pineapple-pr.com
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Presented byEastern Band of Cherokee Indians
www.cherokee-nc.com