Media Relations & Crisis Communications Training for ATIA 2013 Convention in Sitka

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Basic media relations and crisis training including do's and don'ts, how to find travel media and some cool PR tools to use to find media to pitch.

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Media Relations & Crisis Communications Training for ATIA 2013 Convention in Sitka

  1. 1. Media Training & Travel Panel: ATIA Convention October 10, 2013
  2. 2. •Why do media relations? •Getting ready for the pitch •Key messages and support •Interview Do’s & Don’ts •Other ways media find stories •Social media •Crisis communications 101 •Questions & Answers Today’s Talk
  3. 3. About Me Accredited Firm Owner-13 years-KD/PR Virtual PRConsultants Group Tourism experience
  4. 4. •Free •More believable than an ad •Many others don’t do it •Shows credibility and professionalism •Has long-term impact Why Do Media Relations?
  5. 5. • Media outlets have fewer resources • Citizen journalism and content management rule • No guarantees • Takes work to build relationships, trust • Should be just one of your tools in the toolbox, not THE tool Media Relations: Not the only answer
  6. 6. How Do I Find the Right Media Media directories – Alaska Media Directory Wire services Cision, Vocus or other paid services Muck Rack Travelwriters.com SATW or NATJA
  7. 7. Getting Ready for the Pitch • Media advisory • News release • Fact sheets • Direct pitch • Bloggers
  8. 8. Developing Key Messages • Know what you want to accomplish • Develop key talking points • Think about who else they can talk to • Provide background info, photos, links, other important information • Consider who else they’ll talk to, and what will they say
  9. 9. Being Proactive vs Reactive • Allows you to tell the story you want to tell • Gives you time to prepare • Lends professionalism to your company
  10. 10. Interview Do’s & Don’ts • Just follow them! • If you’re not sure – ask • Be personable, likeable, tell real stories and everything will be fine • Practice. Know that it gets easier the more you do it
  11. 11. Other Ways Media Find Stories • Websites, surfing the Web • Your blog, newsletter • Client or employee referral • Social media • ATIA and CVB’s
  12. 12. Social Media • Protect your online reputation • Have a business presence, build relationships with media, as well as with former and potential customers • Follow media, interact with them, be helpful, even when it doesn’t benefit you • Remember, the media may be following you
  13. 13. Crisis Communications All that you have built can be ruined with one crisis handled poorly Have a plan Train your spokesperson and practice your crisis skills Keep media lists, other contact lists current (employees, investors, former clients, policymakers, etc.)
  14. 14. Crisis Communications (con’t) Need to respond immediately, be truthful and sincere By the end of the crisis, make sure you have apologized, shared what was learned and what you’re going to do to make sure it doesn’t happen again Evaluate your crisis response and improve your plan for next time
  15. 15. • PitchEngine • Storify • Muck Rack • CustomScoop • HARO Media Relations Tools You Can Use
  16. 16. PitchEngine Pitchengine.com
  17. 17. Storify
  18. 18. CustomScoop
  19. 19. Questions? Contact Information: www.KDPRVirtual.com kathy@kdprvirtual.com (907) 868-4884 Kathyvirtual on Facebook, Twitter and Instagram

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