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PROMOTIONS ON A BUDGET Maximizing Your PR Efforts. Neville Bhada IFEA Webinar November 15, 2007. Radio: + Affordable + Captive Audience - Segmented TV: + Great Coverage - Expensive. Web + Affordable - Segmented - Dismal click throughs Newspaper + Good Coverage
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PROMOTIONS ON A BUDGETMaximizing Your PR Efforts Neville Bhada IFEA Webinar November 15, 2007
Radio: + Affordable + Captive Audience - Segmented TV: + Great Coverage - Expensive Web + Affordable - Segmented - Dismal click throughs Newspaper + Good Coverage - Expensive - Who reads it? + MEDIUMS -
RADIO • Morning Shows need content • Get to know the Morning Show producer • Learn the name of the News Director • Go after the news talk stations first • Sunday morning community programs • Do you need a remote broadcast?
TELEVISION • Get to know the Morning Show producer or ‘Guest Coordinator’ • Find out the best time to call • If possible, have ‘B’ roll film available for TV • What size market are you in? • Small markets vs. medium/large markets
WEB Over 50% of travel is now booked on the Internet
Web Site - Things to Remember • Negative (white) space can be a good thing • Favorite colors don’t always work on a site • Elements that work on some sites may not work on yours • “Less is More”
Electronic Press Kit • Contact information • Image Library • Bios of key personnel • Product/Service information • MP3 audio files, RSS, Podcasts • Good Example: exploreasheville.com/press-room/index.aspx
PRINT/NEWSPAPER Reporters Commandments • Deadlines are final • Answer your phone • Don’t leave requests/questions unanswered
Pitching • What is news? Conflict or Change • Types of News: Hard News, Features, Editorials • Make your pitch short and concise: 20 sec • Get used to rejection • If possible, become a resource for the reporter
WORKING WITH WRITERS • Society of American Writers: satw.org • Bacon’s Directories: bacons.com • Burrell’s Media Directory: burrellesluce.com • Gale Directory of Publications: gale.com • Matthews Media Directors: ccnmatthews.com
PRESS RELEASES • Pay attention to your headline • Sub-head should provide additional details • Think of the release as a pyramid: it should start with most important info, end with least important details
PRESS RELEASES • MEDIA ADVISORY • WHAT – The purpose of the event in 2 paragraphs • WHEN – Day and time • WHERE – Details of location, landmarks • ATTENDEES/INTERVIEWS • YOUR CONTACT INFO
LOW HANGING FRUIT • Southeast Tourism Society Top 20 Events • Southeasttourism.org/top20 • WeekendsRus.com (FREE) • PRLeap.com (FREE) • festivalsdirectory.com (FREE) NW • Soul of the South: Soulofthesouth.com • State travel newsletters (FREE)
Have a bit of cash? • TravelNewsFast.com • WhereToGoNext.com • Hospitality1st.com • Businesswire.com • PRNewsWire.com
Thank you…… Neville Bhada Southeast Tourism Society 404.364.9847 neville@southeasttourism.org