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Media Training & Travel Panel: ATIA Convention October 10, 2013
Media Training & Travel Panel:
ATIA Convention
October 10, 2013
•Why do media relations?
•Getting ready for the pitch
•Key messages and support
•Interview Do’s & Don’ts
•Other ways media find stories
•Social media
•Crisis communications 101
•Questions & Answers
Today’s Talk
About Me
Accredited
Firm Owner-13 years-KD/PR Virtual
PRConsultants Group
Tourism experience
•Free
•More believable than an ad
•Many others don’t do it
•Shows credibility and professionalism
•Has long-term impact
Why Do Media Relations?
• Media outlets have fewer resources
• Citizen journalism and content management rule
• No guarantees
• Takes work to build relationships, trust
• Should be just one of your tools in the toolbox, not THE tool
Media Relations: Not the only answer
How Do I Find the Right Media
Media directories – Alaska Media Directory
Wire services
Cision, Vocus or other paid services
Muck Rack
Travelwriters.com
SATW or NATJA
Getting Ready for the Pitch
•Media advisory
•News release
• Fact sheets
•Direct pitch
• Bloggers
Developing Key Messages
• Know what you want to accomplish
•Develop key talking points
• Think about who else they can talk to
• Provide background info, photos, links, other important information
• Consider who else they’ll talk to, and what will they say
Being Proactive vs Reactive
• Allows you to tell the story you want to tell
•Gives you time to prepare
• Lends professionalism to your company
Interview Do’s & Don’ts
• Just follow them!
• If you’re not sure – ask
• Be personable, likeable, tell real stories and everything will be fine
• Practice. Know that it gets easier the more you do it
Other Ways Media Find Stories
• Websites, surfing the Web
• Your blog, newsletter
• Client or employee referral
• Social media
• ATIA and CVB’s
Social Media
• Protect your online reputation
•Have a business presence, build relationships with media, as well as with former and potential customers
• Follow media, interact with them, be helpful, even when it doesn’t benefit you
• Remember, the media may be following you
Crisis Communications
All that you have built can be ruined with one crisis handled poorly
Have a plan
Train your spokesperson and practice your crisis skills
Keep media lists, other contact lists current (employees, investors, former clients, policymakers, etc.)
Crisis Communications (con’t)
Need to respond immediately, be truthful and sincere
By the end of the crisis, make sure you have apologized, shared what was learned and what you’re going to do to make sure it doesn’t happen again
Evaluate your crisis response and improve your plan for next time
• PitchEngine
• Storify
• Muck Rack
• CustomScoop
• HARO
Media Relations Tools You Can Use
PitchEnginePitchengine.com
Storify
CustomScoop
Questions?
Contact Information:
(907) 868-4884Kathyvirtual on Facebook, Twitter
and Instagram
