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

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 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

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

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

How writers work: pitch to print 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

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

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

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

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 releases sent to some email list that you bought.

Mailing weird destination-related objects.

Web sites only, without any way to talk to you

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

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”

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.

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

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

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

@SheilaS on Twitter

[email_address]

Social media for tourism at www.tourismcurrents.com