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


Published on

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.

Published in: Travel, News & Politics, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

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  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
  17. 17. Storify
  18. 18. CustomScoop
  19. 19. Questions? Contact Information: (907) 868-4884 Kathyvirtual on Facebook, Twitter and Instagram