Travel Writers and BloggersSheila Scarborough

Tourism Currents

Sheila Scarborough - Tourism Currents

You Want Them Talking About You

From pitch to print: how it worksPrintOnline

Finding writers and bloggersWhat to do with them when you find them

Print vs. online coverage Who is already talking about you online?

How to listen

Sheila Scarborough - Tourism Currents

How writers work: pitch to print

I need ideas, then a unique angleNot “Disneyworld” but rather “Grandparents

and kids at Disneyworld” I need target publications I need an editor to bite on my pitch/query

They’re swampedThey’re brokeThey often take forever to respond

Sheila Scarborough - Tourism Currents

How writers work: pitch to print

I get an assignment – hooray! I need to do local research on site I need good, meaty quotes from real people I need details for flavor, atmosphere

What do I need from you?All of the aboveHelp vs. spoon feedingComps may or may not be allowed

Sheila Scarborough - Tourism Currents

How writers work: pitch to print Timeline from query to print

Shortest one I’ve had: about 3 monthsLongest one I’ve had: about a yearWord count may be decreased by editors

What this means to youLots of work upfront to hopefully see an article

in the futureFollow up to get copies of the publication

Sheila Scarborough - Tourism Currents

Is pitch to print different online?

Oh, yeah, baby!On a blog post, I hit “Publish” when it’s ready

Why I’d rather blogSpeed of publication – info is freshLong-tail reachNo one edits my work

Downside: the “prestige” issue + low pay

Sheila Scarborough - Tourism Currents

How can you reach writers?

Print: find them where they publishTexas Highways, Texas Parks & Wildlife,

Texas Co-op Power, Texas GardenerLarge metro newspaper travel sectionsNiche pubs with travel sections: AustinWomanCity magazines: D Magazine Indie/alt pubs: Austin ChronicleAirline mags: Southwest’s Spirit

Sheila Scarborough - Tourism Currents

How can you reach bloggers? Online: Cast a wide net

Google BlogsearchAlltop Travel channel + othersTravel Blog ExchangeTwitter

#travel hashtag & Twitter Search

BlogrollsThis link:

http://www.invesp.com/blog-rank/General_Travel

Sheila Scarborough - Tourism Currents

You’ve found them, but….don’t be “that guy”

Courtesy Hamed Saber Flickr CC

Sheila Scarborough - Tourism Currents

Jurassic PR tactics

Press releases sent to some email list that you bought.

Mailing weird destination-related objects.

Web sites only, without any way to talk to youCourtesy a2gemma at Flickr Creative Commons

Sheila Scarborough - Tourism Currents

Press trips – Jurassic PR? Here’s why I’m not a big fan of press trips

Everyone’s looking at the same stuff I hate force-marched travel I end up in hotels I’d never pickMany pubs won’t accept work from fam trips

Here’s why I’m OK with press tripsCan’t afford some places otherwiseCan use the info for most online work

If I blog it, I disclose it

Sheila Scarborough - Tourism Currents

Blogger Press Trips

Hutchinson KS (courtesy BJMcCray Flickr CC)

Kauai, HI (courtesy Culinary Media Network Flickr CC)

Sheila Scarborough - Tourism Currents

Bloggers are a different breed

They are publishing content about youBefore, during AND after….

They want unscheduled time toWrite & post to blogsDownload, edit, then upload videoDownload, edit, then upload photos

They want WiFi & power plugs They can be “Amateur Hour”

Sheila Scarborough - Tourism Currents

Coverage: print vs. online Print

Article is published in one place (may be syndicated)

Still has prestige impact If not put online, goes into recycle bin

OnlineBlogs/online publication and….Tweets, Facebook, Flickr photos, YouTube,

podcasts, StumbleUpon, Delicious, FriendFeed, maybe LinkedIn, etc.

Sheila Scarborough - Tourism Currents

Are they already talking online?

Grow some listening ears (courtesy AdamSelwood at Flickr)

Sheila Scarborough - Tourism Currents

How to listen online Google Alerts – here are mine

Set for your destination, attraction or event

Twitter Search – search.twitter.com Free listening

Filtrbox Socialseek

Paid listening Radian6 Techrigy ScoutLabs

Sheila Scarborough - Tourism Currents

Takeaways Easier than ever to get the word out.

All eggs aren’t in travel writer/print basketsThe Web is made for the tourism Little Guy

Social media is a mustBut it’s just a high-tech Visitor’s Center; you

can do this! I’m sorry, but….

No one has time for your press releaseNo one cares about your expensive adCrummy destinations can’t be saved by PR

Sheila Scarborough - Tourism Currents

Sheila Scarborough

@SheilaS on Twitter sheila@sheilascarborough.com Social media for tourism at www.tourismcurrents.com