next generation pr for tourism, wine & hospitality
DESCRIPTION
An overview of trends and today's best practices in public relations, content marketing and social media for the tourism, hospitality and wine industries.TRANSCRIPT
Next Generation PR
Brand Storytelling through Content Marketing & Media Relations
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A look at PR today…
What is PR?
• PRSA says: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”• McCue says: PR = Strategy + Story
Brand Storytelling… Then
• Brands controlled the message
• Publicist = Spin Doctor• Media Relationships =
Gold• Few media• Customers = Passive
receptors
Brand Storytelling… Now
• EVERYONE owns the message
• Empowered customers• MANY, simultaneous
communications• Traditional media are just 1
channel
Stats
More Stats
Brand Storytelling Today
Tactics & Tools
Content Marketing
• Content = Story• Who tells it? You + Media +
Customers• You don’t have 100% control of your
brand story
• Content Marketing = What you do to shape your Brand Story
Content Marketing – A Deeper Dive
• Strategic storytelling across multiple mediums• Storytelling content packaged specifically for the
medium• Ongoing vs. Campaign• Channels =
• Yours (website, social, email, blog, etc) • Theirs (print, broadcast, 3rd-party websites/blogs/social)
• Types of storytelling content:• Articles (blogs, article sites, magazines)• Graphics (photos, infographics, slideshows)• Videos• Newsletters (e-mail, print)• User-generated (photos, essays, videos, posts)
Content Marketing
• Plan - Goals, Who, What, Where, When
• Create – Messages, Photos, Graphics, Video, Ads, Story Pitches, Articles, Events
• Distribute – Website landing pages, Email, Media pitches, Social Media channels, Blog, Advertorial
• Promote – “Native Advertising,” Partner websites, Calendar listings
• Evaluate – Key Performance Indicators
Calls to Action
• Don’t forget your calls to action!• Make it easy• Test!!
Creating Content
• First Rule: Don’t Panic.• Use a Content Calendar to stay
organized• Do a self-assessment:• What assets do you have?• What do you need to create?
A GREAT IMAGE = 1000 WORDS
Mining for Content Ideas
• Websites• Company Blogs• Social Media• Native Advertising / Sponsored Posts
• 3rd-Party Websites• Email Marketing• Videos• IRL (In Real Life)• User-generated Content
Content Calendar
Media Relations
• Be specific, targeted and patient• Fewer outlets = More competition• Bloggers Matter… but do your
homework• Navigating “freebies”• Media Visits = Content
User Generated Content
• Monitor your brand online• Responding to negative reviews:• Don’t get emotional – Be professional• Acknowledge the reviewer’s perspective• Take the conversation offline
• Gently remind/ask guests to post reviews, photos, hashtags• Front desk / in-room signs• Post-visit email
Helpful Hints
Think “Green”
• Recycle. Your content, that is.• Got old photos? Create a slideshow!• 3-minute video? Make it three 1-minute videos!• New itinerary? Put it online!• Favorite recipes? Share them on Facebook!• 1 Event =
• Calendar posts on your website + local events cals• 15-20 photos for your social media + blog• Dozens of user-gen photos + posts (got #hashtag?)• 2-3 short videos• 1-2 blog posts• Event landing page• 1 Sponsored Post/Native Ad
Planned Spontaneity
• Create Templates for each channel• Know your specs…
• Ad specs for Facebook• Max size of Facebook Featured Image• Optimal size of Pinterest image• Image + Text (Caution: Watch Text : Image
Ratio on FB)• Word counts for blog posts
• Streamline Approvals
Photos
Video Tools
Social Media Management
Takeaways
Content Marketing Checklist
• Who’s your Chief Content Officer?• And… who are your content contributors?
• Your roadmap = Editorial Calendar• Define storytelling themes• Define messaging/content for each channel
• Take Inventory:• What assets do you have? • What assets do you need to create?
• Small Big or Big Small• Video example
• What IRL activities can you turn into content?• Remodels, Tours, Personnel/Staff experts, FAMs, Events
Owned, Earned & Shared
• Self-Publishing (owned)• DSUS (Don’t Share Ugly S…tuff)• Story > Sales• Be consistent (but not boring!)
• Media Relations (earned)• RESEARCH before you pitch• 3 Targeted Pitches > 300 Blanket Pitches• Beyond journalists… Influencer Relations
• Social Media (shared)• Short is Sweet. • Pictures = 1000 Words.• Don’t just broadcast… Engage in conversation. It’s a
cocktail party.
Trends
• To Blog or not to Blog… • Keywords vs. Relevance + Connectedness• Native Advertising/Sponsored Posts• Influencer Relations > Media Relations• Email = Still #1 for Conversion• Video• Google+ • Pinterest Places• Instagram• Mobile Devices… Responsive Design -
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Responsive Design