How to pitch Ruth Haffenden@ruth_elizabeth<br />
Maitha Ahmed, Account Manager @maithaahmed<br />Sarah Andrews, Account Executive @bgb_news<br />The Four bgb brigade...<br...
Debbie Hindle<br />MD of Four bgb<br />Virtually joining us on:<br />@bgbcomms<br />Excuses, excuses...<br />
Marketing and PR – where we’ve come from<br />PR: Handling relations with the company’s ‘publics’ and anyone who influence...
Where have travel organisations  come from?<br />PR<br />Media relations, events<br />‘Influencing’ activity<br />Sales an...
PR<br />Media relations, events<br />‘Influencing’ activity<br />Where have travel organisations come from?<br />Sales and...
Affluent<br />Loyal<br />Influential<br />Elusive <br />Circulation: over 350,000 <br />
PR<br />Media relations, events<br />‘Influencing’ activity<br />Where have travel organisations come from?<br />Decision ...
PR<br />Media relations, events<br />‘Influencing’ activity<br />Decision makers in the dark<br />Decision maker<br />Does...
Illuminate them<br />
Your brand – what you stand for, what you write about and how. Your personal experience and any awards (bloggys!) or recog...
Time to pitch - PRs<br />
Do your research – tailor your offering to the company you are approaching. Find out about their marketing objectives and ...
Case studies<br />
The PlanetD<br />me to pitch – marketing/SEO<br />
Who is responsible for the website?<br />Who is responsible for social media platforms?<br />Who is responsible for advert...
Time to pitch – marketing/SEO<br />
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Tbuibk how to pitch to PRs

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"How to Pitch to PR's" as presented by Ruth Elizabeth Haffenden at Travel Bloggers Unite conference in Innsbruck August 2012 on behalf of Four bgb

Published in: Travel, Business, News & Politics
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Tbuibk how to pitch to PRs

  1. 1. How to pitch Ruth Haffenden@ruth_elizabeth<br />
  2. 2. Maitha Ahmed, Account Manager @maithaahmed<br />Sarah Andrews, Account Executive @bgb_news<br />The Four bgb brigade...<br />Our Leicester Square digs..... We’d love to see you. <br />
  3. 3. Debbie Hindle<br />MD of Four bgb<br />Virtually joining us on:<br />@bgbcomms<br />Excuses, excuses...<br />
  4. 4. Marketing and PR – where we’ve come from<br />PR: Handling relations with the company’s ‘publics’ and anyone who influences them<br />Marketing: in charge of ‘spend’ <br />
  5. 5. Where have travel organisations come from?<br />PR<br />Media relations, events<br />‘Influencing’ activity<br />Sales and marketing<br />Advertising, direct mail<br />‘Paid-for’ activity<br />
  6. 6. PR<br />Media relations, events<br />‘Influencing’ activity<br />Where have travel organisations come from?<br />Sales and marketing<br />Advertising, direct mail<br />‘Paid-for’ activity<br />Online<br />SEO, social media, link-building, community engagement<br />PR<br />Media relations, events<br />‘Influencing’ activity<br />
  7. 7. Affluent<br />Loyal<br />Influential<br />Elusive <br />Circulation: over 350,000 <br />
  8. 8. PR<br />Media relations, events<br />‘Influencing’ activity<br />Where have travel organisations come from?<br />Decision maker ?<br />Sales and marketing<br />Advertising, direct mail<br />‘Paid-for’ activity<br />PR<br />Media relations, events<br />‘Influencing’ activity<br />Online<br />SEO, social media, link-building, community engagement<br />Blogger ?<br />
  9. 9. PR<br />Media relations, events<br />‘Influencing’ activity<br />Decision makers in the dark<br />Decision maker<br />Does this blogger speak to my customers?<br />How influential is this blogger?<br />Does this bloggers’ brand reflect my brand?<br />Could this blogger damage my brand reputation if he/she is critical?<br />Will I get return on investment or should I put marketing/trip funds elsewhere?<br />Sales and marketing<br />Advertising, direct mail<br />‘Paid-for’ activity<br />PR<br />Media relations, events<br />‘Influencing’ activity<br />Online<br />SEO, social media, link-building, community engagement<br />Blogger ?<br />
  10. 10. Illuminate them<br />
  11. 11. Your brand – what you stand for, what you write about and how. Your personal experience and any awards (bloggys!) or recognition<br />Your key statistics - unique visitors, page views, feed subscribers, Facebook and Twitter followers, Flikr, YouTube or Linkedin<br />Demographics: In addition to the volume facts do please add demographic data – where is your readership. What age, social profile?<br />Independent verification of your status – egKlout score, Alexa, Google Page Rank, Technorati rank and Technorati authority. Be prepared to add a few lines explaining each of these to an inexperienced decision-maker<br />A publishers’ media pack<br />
  12. 12. Time to pitch - PRs<br />
  13. 13. Do your research – tailor your offering to the company you are approaching. Find out about their marketing objectives and priorities to establish if there is synergy between you<br />Be transparent and clear what you can offer and when and what you’d like from them – they will appreciate your honesty!<br />The elusive media pack <br />Time to pitch - PRs<br />
  14. 14. Case studies<br />
  15. 15. The PlanetD<br />me to pitch – marketing/SEO<br />
  16. 16. Who is responsible for the website?<br />Who is responsible for social media platforms?<br />Who is responsible for advertising<br />What are the companies’ marketing priorities?<br />Time to pitch – marketing/SEO<br />
  17. 17. Time to pitch – marketing/SEO<br />

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