COMMUNICATIONS DIVISION WORKPLAN

Transcription

1 COMMUNICATIONS DIVISION WORKPLAN As the CTO continues to place a high level of importance on public relations/ outreach, particularly on behalf of the Caribbean and member countries, a large part of Division s programme for will focus on extending the reach and impact of CTO events, as well as those of its membership. As part of this thrust, we will continue to place emphasis on our relationship with the regional and international media, the various CTO stakeholders both in the public and private sectors, and we will strengthen our online presence. The following key objective remains: To create between the Caribbean Tourism Organization and its various publics an understanding of the organization s goals and procedures by fostering relationships with the key target audiences, establishing two-way communication systems within segments of the membership and providing public relations support for the various functions hosted by CTO and where necessary, its members, with the focal point being an increase in the awareness of the importance of tourism, promoting the CTO's work and objectives through effective communication. The following have been identified as key components of the strategy: 1. Strengthening the Caribbean s online presence 2. Monitor global and Caribbean tourism developments and keep membership informed 3. Provide media support to CTO member countries 4. Improve the positive profile of CTO regionally and internationally 5. Continue to build on excellent relationship with media to help promote member states and Caribbean tourism 6. Work through tourist boards and ministries of tourism to provide media training in member states 7. Provide Support for CTO Events 8. Provide Support for Member Countries Events 9. Provide Crisis support to Member Countries 10. Proactively source low cost promotional opportunities for CTO and membership 11. Work with the Caribbean and extra-caribbean media to promote member countries 12. Work with media partners to further develop internet coverage of events to include opportunities for participation in our conference for persons who are unable to attend 13. Continue to work with the Intranet Administrator to develop CTO TV 14. Further the relationship between CTO, its member countries and the Caribbean Diaspora 14 14

2 1. Strengthening Online Presence There is no questioning the continuing rise in the level of importance on the Internet to travel and tourism, including rapid dissemination of information and its marketing potential. While the CTO has recognized this and has taken steps to capitalize on the net s popularity with Facebook, twitter and youtube accounts, we remain a long way from fully tapping this potential. At the same time, the Caribbean, per capita, has been the most successful region in recent global sporting events. The Region has also had great success at international pageants, music, etc. Utilising the power of the Internet to maximize the public relations from these successes is a must, making the production of an interactive Celebrity Map, utilizing twitter, essential. Through the Map, the CTO will realize its goal of being the natural voice for the Caribbean in the twittersphere. In addition, in order to improve readership of CTO News and to enhance its relevance to both CTO and its Member Countries, the newsletter will be redesigned to make it a strictly online newsletter capable of daily or even more frequent updates, eliminating the need to make it a monthly. The will also work with the Intranet Administrator to improve CTO YouTube, Facebook and Twitter presence. PROJECTS 1.a Celebrity Map (My Caribbean Tweets) TIME LINES May 2011 Production of celebrity map of the Caribbean to maximize PR from Caribbean s success in sports and other world events 15 15

3 1.b IT platform for newsletter January 2011 Develop and IT platform through which CTO News will become strictly web-based, making it possible for continuous updates and for subscribers to be alerted whenever it is updated 1.c Facebook, YouTube & Twitter January 2011 & continuing Work with Intranet Administrator to improve social media presence, making the various vehicles more relevant and contemporary 2. Monitor global and Caribbean tourism developments and keep membership informed. There is a wealth of tourism news information on the Internet, culled from various magazines, e-zines and news sites. This information in most cases provides important research needed by members and informs the decision-making process. Also, the number of positive stories written about the Caribbean and CTO Member Countries, is increasing rapidly and it has become a necessity to get these stories to as wide an audience as position. PROJECTS TIME LINES RESPONSIBILITIES 2.a News You Can Use Continuous Officer/PR Reps OUTPUTS The demand for this has increased dramatically. It will continue to be a key focus of our PR effort 16 16

4 3. Provide Media Support for Member Countries Many of our members need support in publicizing their promotional and other events - like road shows, exhibits, presentations, conferences, seminars, etc - on a regional basis and require support in this critical area of marketing. CTO can provide this support. Also, with the growing recognition of the importance of the Caribbean Market, CTO is promoting familiarisation trips to Member Countries by Caribbean journalists. The Communication s broad contact with, and knowledge of, the regional media can helpful in organising these Fam trips. PROJECT TIME LINES RESPONSIBILITIES OUTPUTS 3.a Liaise closely with PR practitioners in member countries to keep updated on their promotional activities, tourism events and festivals. Offer PR support -media release, media invitations, media articles, interviews, etc where necessary, for regional promotional efforts. ONGOING Increase awareness of member countries tourism products

5 3.b Develop a calendar of such events for regular and timely distribution among member countries and to media and for online publication. 3.c Provide regional media and selected relevant media for destinations with articles on various tourism products. 3.d Organise fam trips for regional media 3. e Help promote conferences/workshops organised by Member Countries among CTO membership 3.f Attend and speak at events organised by Member Countries as requested Increase awareness of member countries tourism products. Increase awareness of member countries tourism products. 4. Improve the Positive Profile of CTO & the Caribbean In order to do the work it is mandated to do, CTO must continue to increase its sphere of influence and must seek to generate greater confidence among the communities in which it operates. An increase in the profile of the Organization is expected to benefit all audiences. PROJECTS TIME LINES RESPONSIBILITIES OUTPUTS 18 18

6 4.a CTO News Continues PR Rep/ /Marketing Directors An effective capsule of what CTO is doing around the globe 4.b. Participate as requested in industry-related events and submit information for publication in industry-related material and to regional press. 4.c. Sign revise MOU with International Downtown Association to make it more relevant and beneficial to CTO Membership Jan Higher profile for CTO and a greater appreciation of the value of the organization; means of educating the public at large on the value of the industry and the work being done by CTO Higher profile for CTO and greater access to IDA expertise 4.d. Produce video on CTO & its service Nov 2011 Higher profile for CTO 4.e Work with PR reps to get US & other networks to produce and air Voices of the Caribbean specials Sept 2011 /PR reps Higher profile for the Caribbean 19 19

7 4.f. Anticipate, plan and promote special programmes 4.g. Collaborate with Intranet Administrator to post information online throughout period in collaboration with all CTO personnel, and PR agencies Higher profile for CTO Recognition of the impact of Travel &Tourism on the region. Greater awareness of the work done in regional tourism. More effective communication with member countries and other stakeholders 4.h Caribbean Air rally Oct. to Nov & 2012 /Marketing Director/PR reps/international Air Rally Higher profile for the Caribbean. Promotion of aviation tourism 5. Continue to Build Relationship with Regional Media CTO continues to place emphasis on the enhancement and improvement of its relations with the media in the region. The organization seeks to get its message about its operations, services and the importance of the tourism industry to the region to the media in a more direct manner. CTO s market based PR representatives in NY, Canada and Europe will continue to handle the organization's media relations in those markets in collaboration with the

8 5.a. Audit database of key Caribbean media contacts & continue ongoing relationship with each contact. More effective dissemination of information regionally and internationally; increased opportunities to disseminate information about the CTO and the industry 5.b. Respond promptly to queries from stakeholders and the media and PR Offices Disseminate CTO information and foster links within the industry. 5.c. Disseminate information (Press Releases and other) to the various media including: Travel trade Consumer newspapers & magazines Caribbean news agencies all media and PR Offices Disseminate CTO information and foster links within the industry. 5.d. Coordinate promotions, media coverage and special sections on the Caribbean Create lists of opportunities for member countries Develop ideas for periodic magazine and newspaper sections and PR Offices 21 21

9 5.e. Service the needs of all media seeking assistance on stories provide support and information to writers on stories facilitate media planning trips to the Caribbean Direct writers to correct sources for information Act as spokesperson to answer media queries & PR Offices Greater dissemination of CTO information and better contacts with the media 5.f. Act as liaison for CTO in all communications activities: CHA & Hotels; travel industry associations; travel writer organizations. Better relationship with industry-related bodies, resulting in, among other things, greater reach for CTO information. 5.g. Write and distribute timely news releases To publish these on the internet and disseminate via To translate these releases where possible and PR Offices Greater dissemination of CTO information, especially to non-english speaking members

10 5.h. Invite selected media to CTO events provide assistance, adequate information and facilities during the event follow up with the press to provide them with wrap-up information & PR Offices Greater media participation; development of a better relationship with the media. 5.i Organise informal exchanges between select Caribbean media practitioners and CTO April 2011, Oct. 2011, April 2012, Oct 2012 Greater understanding by media of CTO and the work that it does, as well as the importance of tourism; development of a better relationship with the media 5.j CTO Media Awards US/Caribbean June 2011 & June /PR Reps/Marketing Directors Award outstanding coverage of Caribbean tourism; development of better relationship with the media Canada Sept & h Organise media training workshops Jan 2011 & continuing Help media improve reporting on the Caribbean 23 23

11 6. Provide Media Training/Twinning Caribbean Media and those in the Marketplace Critical tools in our public relations are the stories written about our Member Countries and/or the Caribbean on a whole. And it is to our benefit if stories appeal to the emotion in such a manner that readers/listeners/viewers feel compelled to visit. Working closely with CTO Member Countries and other partners, we propose to conduct a series of media training workshops to strengthen the writing skills of our journalists to better meet the requirements of the various markets. There is also a common trend in journalism, particularly among the print media, for twinning, coupling journalists who have local knowledge of the country, with those with expertise in the marketplace. This process has tremendous potential benefits for both Member Countries and Caribbean media. 6.a. Organise media training workshops to improve writing skills 6.b. Compile listing of specialised non-travel publications in the marketplace 6.c. Organise a series of professional development seminars and rapports with Tourist Boards August 2011 Oct 2011 /PR agencies Improve relationship with media and better coverage of member countries and the Caribbean Greater dissemination of information about the Caribbean and Member states and better contacts with the media Greater exposure in the marketplace and understanding of what Tourist Board wants 6.d Organise a series of seminars for Caribbean journalists on how to pitch to international editors March 2012 Improve relationship with media and better coverage of member countries and the Caribbean 7. Promotional Support for CTO Events 24 24

12 CTO hosts a number of conferences and other events throughout the year, which present an opportunity to use different media to highlight the organization s work, as well as the Caribbean. 7.a. Provide promotional support in the form of press releases, AV & other promotional means for events 7.b. Provide greater promotional support to CTO s member countries Tourism Week Celebrations and PR Offices Maximum promotion for CTO events Better relationship with stakeholders; increased understanding of the value of Travel & Tourism 8. Further Develop Internet Coverage of Events For the CTO and its membership, videos are a powerful medium for showcasing work and destination and mobilizing support. They help viewers grasp an agenda in a new light and leave audience excited about taking action. Meantime, the Internet has become one of the most popular media for reaching target audiences. The reach of video on the Internet has grown exponentially in recent time with the introduction of sites like Youtube.com. And the cost is minimal when compared to television. In this regard, we propose to increase our Internet presence with the webcasting of CTO events, as well as production of special features for streaming on the Internet. 8.a. Live streaming of CTO events (to include video mail promoting the event and viewer participation Jan 2011 and ongoing Greater reach with a possibility of participation of person who cannot attend any of these events 25 25

13 8.b. Production of highlights from these events for on demand streaming on CTO TV Jan 2011 and ongoing / Intranet Administrator Greater dissemination of information about the Caribbean and Member states 9. Formalizing relationship with Caribbean Diaspora The Caribbean Diaspora is one of the most powerful and critical segments of our tourism market and cannot be ignored. It is important, therefore, that we strengthen our relationship with the Diaspora, both in North America and Europe 9.a. Research existing Caribbean Diaspora organisations Continuing /PR Reps/Marketing Directors Identify the various Diaspora organisations that exist and contact information 9.b Develop a website that targets Diaspora April 2011 /IT Admin/Marketing Directors Utilising Diaspora as both marketers for, and tourists to, the Caribbean 26 26

14 9.c. Create releases and broadcast interviews relevant to the Diaspora /PR reps Greater reach and dissemination of information from and about the CTO and the Caribbean 9.d.Organise Diaspora Conference Aug /Directors of Marketing Bring Diaspora together in the Caribbean to discuss and recommend ways to increase travel to the region 9.e Organise Diaspora Awards Programme Sept /Directors of Marketing An awards programme to recognize the contributions of Caribbean Diaspora in various fields 10. Crisis Mitigation and Communication As the various experiences storms, earthquakes, crime, etc - have reminded us, there remains a great need for crisis management and communication. The natural disasters speak to some core issues like sustainability, the human element, recovery, etc. These are issues that must be addressed urgently and on a continuous basis. 10.a. Update list of, and contact information for, Caribbean disaster preparedness officials 10.b. Revise CTO Crisis Communication Plan 10.c. Organise crisis communication seminars March 2011 March 2011 & continuing /Marketin g Director UK / PR Reps Easy access to contact information Evaluate and revise current plans as necessary and research similar industry related plans Help membership prepare for, and respond to, crises 27 27

15 10.d Assist Member Countries with Crisis Communication 10.e. Establish Caribbean Tourism Emergency Response Network January 2011 Officer/PR Reps Work with Member Countries PR reps and DOTs to ensure timely and accurate information during & after a crisis, as well as getting out the true picture including pix and video during the recovery Rapid dissemination of information during and immediately following a crisis 28 28

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