Creating Your Own PR Buzz. Misty Ewing Belles Director, Global Public Relations Virtuoso

Transcription

1 Creating Your Own PR Buzz Misty Ewing Belles Director, Global Public Relations Virtuoso

2 Virtuoso Public Relations Team Misty Ewing Belles Director, Global Public Relations Betsy Goldberg Senior Manager, Public Relations

3 Agenda Understanding the media Getting started with media relations Securing local coverage Interview tips Leveraging Virtuoso resources

4 Understanding the Media They look for: Information (especially new information) A good story Impact on their audience Specifics Credible source Your point of view A timely response Most importantly someone who makes their lives easier

5 Understanding the Media Their objectives: Creating a piece that s relevant to their readers Presenting a new and timely topic Determining the best angle Finding the hot buttons, if they exist

6 Creating Your Own Buzz Determine your strength/expertise/differentiation Read/watch/listen to your target media Create and maintain your own media database Write your own 1-2 sentence elevator speech on what makes you a travel expert & subject matter expert Draft your own press release template, boilerplate and messages Come up with story angles Develop your own PR plan

7 Getting Your Info Out: The Making of a Press Release Logo Format Who, what, when, why & how? Boilerplate PR contact

8 Virtuoso Boilerplate About Virtuoso Virtuoso is the leading international travel agency network specializing in luxury and experiential travel. This by-invitation-only organization comprises over 380 agency members with more than 11,400 elite travel advisors in over 30 countries throughout North America, Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East. Drawing upon its preferred relationships with 1,700 of the world s best hotels and resorts, cruise lines, airlines, tour companies and premier destinations, the network provides its upscale clientele with exclusive amenities, rare experiences and privileged access. More than (U.S.) $15.5 billion in annual travel sales makes Virtuoso a powerhouse in the luxury travel industry. For more information, visit virtuoso.com.

9 Leverage the Power of the Network Make the most of Virtuoso s resources Use Virtuoso s existing press releases as models Seek inspiration from Virtuoso content

10 Make the Most of Virtuoso Surveys Give media what they crave: Trends and statistics Participate in surveys Virtuoso sends you Utilize Virtuoso survey results for your own PR

11 Achieving Local Coverage: Proactive Media Relations Developing your own PR plan Establish your approach Personalize everything Determine timing Creating your pitch When in doubt, follow Virtuoso s lead

12 Setting Realistic Goals Update media contact list every six months Meet face-to-face with journalists twice yearly Make at least two proactive media contacts per journalist per year Get featured locally at least twice per year Leverage that exposure

13 Breaking the Ice Send a short Spend time on the subject line: Clear, concise & catchy Send a note, not War & Peace Set context 3-4 paragraphs max Emphasize the news hook Stress that you re local Ask for an interview or offer more information

14 Pitching Tips for Getting Noticed Send releases and pitches to the right person Keep pitches/press releases short and to the point Put the most relevant info in the lead paragraph Use a catchy headline or subject line Make sure your contact info is clearly visible

15 Achieving Local Coverage: Reactive Media Relations Press inquiries Buy time for quick research Prepare with a colleague Respond quickly Position yourself as an authority Mention your Virtuoso ties Avoid sticky situations

16 Preparation: Do Your Research What s the media outlet? What s the scope of the article or segment? What is your role and stance on the topic? What position is the interviewer taking? Observe the interviewer s style Research the interviewer s previous work Search the web for information

17 Interview Tips: Controlling the Message Plan your message beforehand Don t over-rehearse Quotes: repeat question in answer Bridge to what you want to say Assume you re always on Speak with a calm, steady pace Respond with simple yes or no if you don t want to go on record Never feel like you have to answer every question

18 Interview Tips: Body Language Look Professional, Personable & Confident: Make steady eye contact with the interviewer Ignore camera & crew Smile! Sit or stand up straight Keep hands in sight with open palms Avoid nervous movements If wearing a jacket, sit on jacket tail to smooth shoulders

19 Interview Tips: What Not to Wear No small prints, stripes, checks or hound's-tooth Blue is better than white Men, bring an extra tie Bring powder & blotting paper Conservative with jewelry & makeup; nothing distracting Business attire is always safe Avoid glasses if you can

20 Case Study: Striking Gold with Local Coverage Use these techniques to turn a potentially negative story into a positive one Brownell Travel shared insights and tips with local ABC station on the Zika issue

21 Virtuoso Global Public Relations 25+ billion media impressions in Virtuosos referred for press opportunities and promoted in press releases 92% share of media coverage among luxury travel groups 10 press events held worldwide; 35 press releases issued

22 How Virtuoso Utilizes These Techniques

23 Goal: Turn VTW Into A Media Event

24 Virtuoso Members in the Media Travel + Leisure A-List: In 2015, 55% of the world s best experts were Virtuoso Virtuoso Advisor Referrals: - New York Times - Chicago Tribune - Yahoo! Travel - ABC News - NBC News - CNBC - Travel + Leisure - National Geographic - VOGUE - Atlanta Journal Constitution - Town & Country - International Business Times

25 Capitalizing on Virtuoso s Exposure Look for PR updates on V.com and in Focus Pitch local media based on your own expertise & connection to the story Partner to generate interest and exposure

26 Next Steps Find in-house or external contacts to help Use Virtuoso resources Raise your hand for Virtuoso s PR initiatives VTW Ambassador, interview ops

27 Tools to Create Your Own Buzz Regional Media Lists New York, Northeast, North Central, Southeast, South Central, West, Canada Press Release Templates Agency anniversary, new hires, why use a travel advisor, new Virtuoso member

28 Questions? Ask away Practical application And most importantly THANK YOU