Public Relations + Media 101The power of story sharing and working with the media

AGENDA

Introductions

Meet the Beattie Tartan Team

The Basics

The foundation to story sharing

Media Training 101

Understanding the Media and how best to work with them

Supporting Materials

High-quality, engaging multi-channel content

INTRODUCTIONS

Jessica Harcombe FlemingKate Rogers

WORKING TOGETHER

• Destination Canada, PMO, DMO and Regional Associations

• Media are influential

• Cost efficient

• Complement to traditional sales and marketing initiatives

• Build relationships with media and public

• Exceptional ROI

MEDIA TRAINING 101

Learn how the media works

What is valuable

How to be prepared

How to integrate your story

DAILY AND WEEKLY

NEWSPAPERS

RADIO STATIONS TELEVISION

STATIONS

BLOGGERS/

COMMUNITY

INFLUENCERS

FREELANCE

WRITERS

PHOTOGRAPHERS PEOPLE!

WHO ARE THE MEDIA?

IT STARTS WITH A HEADLINE

A PROACTIVE APPROACH TO PR

• Update Definition of “Media”

• Develop Closer Professional Relationships

• Promote Good News

• An interesting and relevant idea

• A specific angle that can be summarized in

1-2 sentences

• Is well targeted to an appropriate media

outlet and audience demographic

A WELL-PACKAGED IDEA HAS 3 ELEMENTS:

• It’s not about you

• Be a storyteller

• Know your audience and theirs

• Be prepared

• Build relationships for the long haul

GOOD TRAVEL MEDIA RELATIONS RESTS UPON THE

FOLLOWING ELEMENTS:

HOW TO WORK WITH MEDIA

• Developing ”YOUR BUSINESS" marketing terms

• Understanding the story

• Practice

• Major talking points, examples

• P.A.W.S. = Pause, Answer,Weave in the Message, Stop Talking

• Monitor, Review, Follow up and Practice

"I'VE LEARNED THAT PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE

WILL NEVER FORGET HOW YOU MADE THEM FEEL."

- MAYA ANGELOU

What makes a story relevant?

• Timeliness

• Topical and compelling

• Sticky

• Sensational or 'newsy'

• Emotive

• With characters

HOW TO WORK WITH MEDIA

1. Culture

2. Interesting character(s)

3. Seasonality/Anniversary/Special Event: answers the question of

timeliness. Why tell this story now?

4. Experiential Learning or Hands-on Activity

5. Quirky or unusual experience

6. Tie-in with current news events or announcement #newsjacking

12 WAYS TO TELL A GREAT STORY

7. Tie-in with a current trend

8. Theme or regional Trail

9. Take people behind the scenes

10. Celebrity connection

11. The oldest, the biggest, the smallest, the first

12. Promote your publicity and awards

12 WAYS TO TELL A GREAT STORY

• Contact ITAC if you have any questions. We can offer insight on the media outlet

and advise if this request should be pursued

• Be aware of deadlines

• Be available for interviews

• Find out what information a journalist needs from you – and deliver

• Make the experience as seamless as possible

WHAT TO DO WHEN A JOURNALIST CALLS

• Timelines Response time and accessibility

• Trust that media are well-vetted and qualified

• Share images, news, story ideas, announcements with ITAC on an ongoing basis and

before key media shows

• Support media visit requests from ITAC where possible

SUPPORTING ITAC-LED MEDIA VISITS

Plan visit accordingly

Confirm the journalist(s) arrival and

ensure you are ready

Know your product

Get in front of the media

Find out a journalist’s areas of interest

and media outlet

Be prepared

SUPPORTING MEDIA VISITS

How to Host Media :: The Media Visit

• Capitalizing on interest and communicating effectively

• Making the most of your time and maximizing results

• Setting the media up for success (Media Kit; Media Cheat Sheet)

• Follow up

Recent News

Releases

Your history Bio’s of key team Your products,

services, events,

activities +

attractions

01 02 03 04 05

High-quality +

engaging photo +

video

SUPPORTING MATERIALS

• Up to date website and social channels

• Photos: High Resolution - 300 dpi

• Video/B-roll: High Resolution; short clips (15, 30, 60 seconds)

• Different than marketing images and video

• Easy to access and share (Dropbox or similar)

• Download directly from website

HIGH-QUALITY ENGAGING CONTENT

Create a Richer Digital Presence

Digital and social media communications

• Communicate in Layers

• Support and Share Social Media Presence

• Maintain eNews

• Maintain Quality and Accuracy of Website

• Create and Use Video Organically and regularly

WHO CONTROLS THE INTERVIEW?

• 20% of the people love you and are you best fans. Use this group for

testimonials and advocacy of what you are doing well/to share the

messages you want to get out.

• 60% of people are unaware or haven’t made up their mind yet – this is the

sweet spot, where our focus should be.

• 20% of the people don’t understand, care or flat out don’t like you – you

will never change their opinion so don’t worry about it.

THE 20 – 60 – 20 RULE

THE INTERVIEW: TELEVISION

• Lead Time: 24 – 72 hours

• Traditional News Cycle and timeline

• Choice of location and attire

• What is critical to convey during a media interview - research is key

• Key messages for "YOUR BUSINESS"

• Words and phrases we like and avoid

• Anticipate the standard questions and answers

• Do you have anything to add? OPPORTUNITY!

THE INTERVIEW: RADIO

• Lead time: 1-2 weeks out for subject matter-specific shows, 24 hours or

less for hard news

• Taped or live

• Sound bites 101

• What is critical to convey during a media interview - research is key

• Keeping it high-level

• Call to action

THE INTERVIEW: PRINT

• Lead time: 1-2 weeks out for subject matter-specific articles, 24 hours or

less for hard news

• Nothing said is off-limits

• What is critical to convey during a media interview - research is key.

• Keeping it concise

• Images to support

• Call to action

THANK YOU FROM YOUR ITAC PR TEAM

Jessica Harcombe Fleming

Jessica.HarcombeFleming@BeattieGroup,com

Kate Rogers

Kate.Rogers@BeattieGroup.com