April 14, 2011

Public Relations: Effectively Utilizing the Media to Promote Your Resort

Jessica VanPernis, Northstar-at-Tahoe Resort

How Can PR Help?

• Raise awareness for your products/events

• Generate trial

• Third Party endorsement

• Can offer more bang for your buck than

traditional advertising

The Changing Media Landscape

• Reduced staff at magazines and newspapers

• Reduced content in magazines and newspapers

• Importance of freelance writers & bloggers

How Do You Know if They’re a Legitimate Journalist?

• Ask questions! Are they on assignment? For what outlet? Who is the assigning editor?

• Is it a blog you’ve never heard of? Ask about their unique page views/month. Do some research to see who’s reading or referring others to their blog before you commit.

Target Your Outreach

• Think about your audience. Who are you trying to reach?

• What is the unique angle you’re pitching?

• Research the publications you hope to reach out to and what their staff members cover.

• Research current trends.

Relationships, Relationships, Relationships

• Reach out to journalists to determine what they’re working on

• Think about ways you can help with info

• Don’t expect coverage – it isn’t advertising

• Be responsive!

Be Social!

• Participate in social media – Facebook, twitter, blogging

• Don’t underestimate the importance of high quality photos and video!

• Involve your audience

Things to Have in Your Toolbox

• Key messages

• High quality images

• Knowledgeable resort spokesperson(s)

• Third party spokesperson(s)

Not All Stories Are Created Equal

• Think about what you’re pitching. Is it groundbreaking or new?

• Be realistic in the news coverage you’re trying to generate.

• Only new, news-worthy information warrants a press release.

Promoting Events

• Is your event unique or new?

• Invite journalists to participate.

• Offer up access to athletes or general public who have participated and would speak on your behalf.

• Photos? Video?

Case Study: Biathlon

Case Study: Biathlon

• Hook:– New resort offering– Kicking off during an Olympic year– Biathlon was introduced as an Olympic sport

during the 1960 Squaw Valley Games– Only permanent range on the West Coast– Instruction to be offered for those new to the

sport

Case Study: Biathlon

• Coverage Strategy:– Generate local, regional and industry media

coverage throughout season– Generate biathlon (sport) preview stories

leading into the Winter Games with Northstar mentioned as a place to learn

– Biathlon Media Days

Case Study: Biathlon

• Results:

Case Study: Moonlight Snowshoe Tours

• Hook:– Unique event geared toward families, couples– S’mores, live music, bonfire, guided tour– New this year – stargazing snowshoe tours

• Coverage Strategy:– Generate local and regional interest and

participation

Case Study: Moonlight Snowshoe Tours

• Results:

Nevada Appeal

Sunset Magazine

Low Hanging Fruit

• Online event calendar listings• Local chamber of commerce listings• Your own newsletters• Blog, facebook, twitter• Look for opportunities where you can submit

articles• Coordinate with your local CBV to offer to host

visiting journalists

Jessica VanPernis

Northstar-at-Tahoe Resort

Communications Manager

jvanpernis@vailresorts.com

@northstarjess

Thank You.Thank You.users.boothcreek.com/jvanpernis/CCSAA