Media Presentation MARCH 2017 Tanya Snelling Media & PR Tropical Tablelands Tourism
What we will discuss today: What is news Editorial vs advertising + the value of publicity Top tips for making your message stand out Writing a media release Blog writing Hosting media famils Final questions and summary
Editorial Vs Advertorial Advertising Editorial / News ‐Allows us to deliver Edia prescribed ‐Wide exposure for fewer dollars message at a cost. ‐Lets us tell a story in greater depth ‐Gives us control of message ‐Gives us credibility “With advertising you pay for it, with PR you pray for it.”
Value of publicity TVC A 30 sec TVC in major cities = $43,700 Queensland Weekender Average four minute segment = $53,500 in airtime (includes 7TWO repeat) Escape section Sunday paper 2 page feature story + photos = $45,000 Jetstar magazines 2 page feature story = $20,000
Top Tips for Making Your Message Stand Out
#1 Have something newsworthy to say • New • Different • Quirky • Local • Facts & figures • Great pics • Topical • Interesting characters • Celebrities • Events
#Use your local media
#3 Find our who your media targets are Travel News Lifestyle Food Adventure Backpacker Wedding/romance Family Freelancers Bloggers
How do you find media contacts? No master list – journos change all the time Search the web Margaret Gee’s Media Guide; AAP Medianet Read the papers, watch TV Visit your newsagency or bookstore Find out what is ‘in’ and who the writers are BUILD A DATABASE
#4 Use your social media channels Facebook Twitter YouTube Trip Advisor Blogs Photo sharing Etc, Etc, Etc….
#5 Make sure your LTO knows about you Pitch your story to journos Include you in famils Use their social media channels Provide advice on journos
Tourism Talk…
Writing a media release The 5 “Ws” of news – all journalists want to know: What happened/is happening? When did it/will it happen? Where did it/will it happen? Who did it/will it happen to? Why did it/will it happen? What are you going to do about it?
The inverted pyramid ( 1 paragraph, 2 0 -3 5 w ords) INTRO Most important information Who, What, When, Where, Why ( 1 paragraph 2 5 -3 5 w ords each) Supporting inform ation, background SECONDARY INFO DI RECT QUOTES ( 2 -4 paragraphs 2 5 -3 5 w ords) W hat are w e going to do about it? DIRECT QUOTES W hat’s next? LEAST I MPORTANT I NFORMATI ON: Additional background Supporting info LEAST IMPORTANT INFO FOR MORE I NFO CONTACTS FOR MORE INFO
Catchy headline THE ROAD LESS TRAVELLED TO CHILLAGOE Strong For many years the dirt road to Chillagoe has thought to have been off-limits for rental cars, but tourism lead operators are leading the push to dispel this long thought myth. Chillagoe Guesthouse owner Eugene Miglas said a lot of reeducation was needed as many still believed rental cars were not authorised to make the journey west due to a 32km section of sealed and unsealed roads. “It is recommended to look very closely at the terms and conditions of hire, but certainly AVIS and Budget have both confirmed they allow travel to Chillagoe but not beyond,” he said. Chillagoe is located west of Mareeba and is easily accessed by conventional vehicles via the Wheelbarrow Way. Quotes North Queensland state manager for the Avis / Budget Group Jason Schrijvers said allowing its vehicles to go as far west as Chillagoe on Highway 27, was due to overwhelming consumer demand by the free independent extra info, traveller (FIT) market looking for new and authentic experiences. has news “At Avis and Budget we allow our vehicles to go to Chillagoe. It is such an authentic must see North Queensland value destination, conveniently located on the Atherton Tablelands. In my opinion it is one place that definitely needs to be experienced. “We do not allow our vehicles to travel further West on Highway 27 than Chillagoe due to the road conditions but we feel allowing our customers the ability to experience highlights like the Chillagoe Limestone Caves, Mungana Ruins and the beautiful Walsh river is another way we can showcase all the Tropical North has to offer to our customers,” he said. Interviews: Michael Trout, Chair of Tropical Tablelands Tourism M: 0412 183 194 E: michael@blazingsaddles.com.au Contact Eugene Miglas M: 0408 515 267 details E: eugene@chillagoeguesthouse.com.au
Blog writing in 5 easy steps… Step 1: Plan your blog post by choosing a topic, creating an outline, conducting research, and checking facts. Step 2: Craft a headline that is both informative and will capture readers’ attentions. Step 3: Write your post, either writing a draft in a single session or gradually working on parts of it. Step 4: Use images to enhance your post, improve its flow, add humor, and explain complex topics. Step 5: Edit your blog post. Make sure to avoid repetition, read your post aloud to check its flow, have someone else read it and provide feedback, keep sentences and paragraphs short, don’t be a perfectionist, don’t be afraid to cut out text or adapt your writing last minute.
Content ideas 1) Photo galleries – people go crazy for wildlife, put together your favourite images and create a story about them. 2) Anything new that is happening, that perhaps isn’t worthy of a media release. It could be a new garden, or the reception area has been renovated. 3) Always have photos, make them personal and engaging.
Where to blog 1) Your own website. Create a blog section and start to develop content in there. Make sure you share this across your social media platform. 2) Establish a relationship with your LTO as a guest blogger. Depending on the content, this could be used on the destination website and shared across social media platforms, potentially reaching a far greater audience. 3) Similar to working with TTT, there are also opportunities to work with TTNQ and Tourism Events Queensland. 4) My profile examples: http://blog.queensland.com/author/tanyasnelling/ https://blog.tropicalnorthqueensland.org.au/author/tanya/
Hosting media famils What is a media famil? A famil or familiarisation is a PR tool designed to give select journalists the opportunity to experience a region, venue, product or package. Why should I provide my services for free? A famil is conducted with the intention that a journalist will then write a favourable story about their experience. Remember those publicity values we talked about earlier? A story in Jetstar has a value of $20,000, this exposure far exceeds the one night free accommodation or $50 meal you have provided.
Hosting media famils BEFORE Selecting the writer/publication Who to avoid – check if the publication is relevant Publication – where and when Check Lead time – Inflight magazines will work 4 months ahead Generating story ideas – come up with ideas / angles Working up an itinerary – too little, too much Provide background material Prepare a media kit – have this on Dropbox ready to share *this includes high resolution images, media releases, relevant links and information. Collateral can also come in handy.
Hosting media famils DURING Helping set up interviews, photos etc. Keep to the itinerary Provide ‘free’ time AFTER Send additional requested information (when and what) Provide images Ask for clippings Giving feedback to the writer (a thank you)
Hosting media famils The important thing to remember about famils is to only use one when you have something physical to showcase or promote. Ensure to plan ahead and provide ample opportunities to highlight what it is your business has to offer. This will hopefully create a positive and memorable experience for the journalist and could result in some positive media coverage. One last tip: Be the host with the most. Give a gift, something small to remind them of your visit. Something like this will go a long way to building a lasting relationship.
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