pr entertainment & travel
TRANSCRIPT
Entertainment & Travel
Jennifer Browning and Katie Higdon
Entertainment
The Entertainment Industry
• Serving as a publicist (celebrity, sports figure, athletic teams, entertainment venues)
• Travel industry
• Specific site or distinction promotion
• Specific travel business (ex. Cruises)
Angelina Jolie gives a press conference in Islamabad, Pakistan, on September 8, 2010
Personality Campaign
• “Generate PUBLIC AWARENESS of an individual who is intentionally seeking publicity”
• 1. Client should answer a detailed personal questionnaire
• 2. Use personal ingenuity to develop the facts as story angles
• 3. Prepare biography of the client
• 4. Determine what is to be “sold”
• 5. What are the most important audiences?
The Campaign
• **Place client on multiple media simultaneously**
• Phone Calls and E-mailed pitches
• Interviews
• Photographs to print media ASAP
• Have client appear in public places frequently
• Have client receive an award
After the campaign…
Compile and analyze the results and determine the effectiveness of each method.
Promoting an Entertainment Event
• THE FOCUS: Selling Tickets
• The “Drip-Drip-Drip” Technique– Steady output of information – Heaviest barrage of publicity is
released shortly before the show opens
– Have star unveil their star on the Walk of Fame just before the star’s new film or show appears
• Be careful– not too much “hype”
Moviegoers 2010
• Study results taken from Microsoft, MovieTickets.com, Facebook, and others
73% first heard about movie from TV announcements
52% turned to the Internet to know more info about the movie
62% get review info from the internet
51% rely on reviews from family and friends
The Movie IndustryTargets and Aims
• Market research, Demographics, and psychographics to define target audience
• 12-24 year olds
• “Planters” and “Bookers”
The Promo
• Tickets to radio stations who mention the name several times
• Invite media guests to glamorous parties
• Product placement
• Fast-food promo
Tourism
Travel Promotion• The goal: To turn interest into tickets.
• 1. Stimulating public’s desire to visit a place
• 2. Arranging for travelers to reach it
• 3. Ensuring happiness once they get there
Added element: “Fear of terrorism has focused emphasis on a crucial new element of travel public relations-
Ensuring traveler’s safety.
Creating Interest
Channels of influence include:
• Magazine
• Newspaper
• Brochures
• Travel Film
• Internet Searches
• Association with companies
Who does the writing?
• Freelance Writers/ Photographers
• Employed Travel Writing Staff
• PR Practitioners
Identifying a Target Audience
*Packaging is key*
• Reunions
• School Groups
• Family Vacation
• Study Groups
Because some occurrences are unavoidable (weather, late plane, etc.), personal touches are so important
Personal touches?-Trained personnel-Cheerful tour guide-Attentive hotel manager-Complimentary gifts
Getting Some AttentionA “Novel” Approach
– Dix Bay Resort
– Hot Type Menu
– Nickelodeon
– Dream Works
– Joy FM
Niche Cruises
Tourism in Crisis
Examples?
• Natalie Holloway Crisis
• Royal Princess Cruise
• Unethical employee conduct
How to recover?
• Promote around safety assurance
• Damage Control – Positive press
– Remedial action
• Quick, ethical execution
Questions?