Working with Travel Writers and Bloggers

Travel Writers and Bloggers Sheila Scarborough Tourism Currents

You Want Them Talking About You
From pitch to print: how it works
Print
Online
Finding writers and bloggers
What to do with them when you find them
Print vs. online coverage
Who is already talking about you online?
How to listen

How writers work: pitch to print
I need ideas , then a unique angle
Not “Disneyworld” but rather “Grandparents and kids at Disneyworld”
I need target publications
I need an editor to bite on my pitch/query
They’re swamped
They’re broke
They often take forever to respond

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 above
Help vs. spoon feeding
Comps may or may not be allowed

Timeline from query to print
Shortest one I’ve had: about 3 months
Longest one I’ve had: about a year
Word count may be decreased by editors
What this means to you
Lots of work upfront to hopefully see an article in the future
Follow up to get copies of the publication

Is pitch to print different online?
Oh, yeah, baby!
On a blog post, I hit “Publish” when it’s ready
Why I’d rather blog
Speed of publication – info is fresh
Long-tail reach
No one edits my work
Downside: the “prestige” issue + low pay

How can you reach writers?
Print : find them where they publish
Texas Highways , Texas Parks & Wildlife , Texas Co-op Power , Texas Gardener
Large metro newspaper travel sections
Niche pubs with travel sections: AustinWoman
City magazines: D Magazine
Indie/alt pubs: Austin Chronicle
Airline mags: Southwest’s Spirit

How can you reach bloggers?
Online : Cast a wide net
Google Blogsearch
Alltop Travel channel + others
Travel Blog Exchange
Twitter
#travel hashtag & Twitter Search
Blogrolls
This link: http://www.invesp.com/blog-rank/General_Travel

You’ve found them, but…. don’t be “that guy” Courtesy Hamed Saber Flickr CC

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 you
Courtesy a2gemma at Flickr Creative Commons

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 pick
Many pubs won’t accept work from fam trips
Here’s why I’m OK with press trips
Can’t afford some places otherwise
Can use the info for most online work
If I blog it, I disclose it

Blogger Press Trips Hutchinson KS (courtesy BJMcCray Flickr CC) Kauai, HI (courtesy Culinary Media Network Flickr CC)

Bloggers are a different breed
They are publishing content about you
Before, during AND after….
They want unscheduled time to
Write & post to blogs
Download, edit, then upload video
Download, edit, then upload photos
They want WiFi & power plugs
They can be “Amateur Hour”

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
Online
Blogs/online publication and ….
Tweets, Facebook, Flickr photos, YouTube, podcasts, StumbleUpon, Delicious, FriendFeed, maybe LinkedIn, etc.

Are they already talking online? Grow some listening ears (courtesy AdamSelwood at Flickr)

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

Takeaways
Easier than ever to get the word out.
All eggs aren’t in travel writer/print baskets
The Web is made for the tourism Little Guy
Social media is a must
But it’s just a high-tech Visitor’s Center; you can do this!
I’m sorry, but….
No one has time for your press release
No one cares about your expensive ad
Crummy destinations can’t be saved by PR

Sheila Scarborough
@SheilaS on Twitter
[email_address]
Social media for tourism at www.tourismcurrents.com

Working with Travel Writers and Bloggers

by Sheila Scarborough on Sep 16, 2009

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Working with Travel Writers and Bloggers — Presentation Transcript