This affects programming on NBC and ABC as their main priority will be to cover stories at the parks first. The key here is to have a chef with b-roll of what he / she has done before, as well as a unique twist on cooking and a big personality. We can pursue this again in 2010 with proper b-roll and personalities. Additionally, depending on the chef talent attending the November media mission, LDPR can look to pitch some key shows with chef segments during that time. For example, when Harry Potter opens this spring, it will bring a flurry of media activity. How can we better work with their team and have them share information so we can leverage media rather than compete? Moving forward, we suggest becoming involved from the early stages of communication around strategy and objectives for these types for programs so we can more proactively pitch broadcast and also brainstorm story angles that are appropriate and not too commercial. It will also allow more proactive than reactive outreach. For example, earlier in 2009, LDPR was in discussion with Bravo’s Top Chef to bring show to Orlando. We were not aware producers had also been in discussion with the marketing team for broader opportunities involving production budget. Intelligence like this will assist us in not overlapping efforts, as well as to proactively pursue alternative opportunities.
Prod companies - They are constantly pitching new programming and need ideas. This route will also serve the destination better from a content / messaging standpoint as it’s more focused content. Leverage ad buys - For example, might they be working with any networks for programming where Orlando can be featured.
Make sure every press release or promotion has its own Web page with its own URL. Have your client create a blog/site whose aim is to host an online cocktail party. Have your client create an embassy on Facebook. On Twitter, don’t sound corporate or promotional/spammy. Be an interesting individual and a punchy conversationalist. On Twitter, don’t link only to your clients’ messages/promotions. Include a variety of links related to your job/interests.
Pitching takes much more than a press release: The press release The “quick pitch” Blogging Vlogging Twitter Client participation/recognition
Journalism.org; Newspapers readership in top 50 markets, 2007, based on Scarborough Reports Online, consumers search for specific information already in their minds, and for time-sensitive information such as news and deals Because of this, online is not as good at tickling fancy as print. There’s no thumb-through ability Online, consumers respond to price-sensitive advertising, less to image advertising Print response is harder to track but for image and complex messages, print may be more effective (LD example: Client had an editorial mention on Daily Candy, booked business from it, but didn’t book any business from an online ad)
Brainstorm what this angle might be/ how to leverage destination outside of Harry Potter land
media traction where Orlando becomes a part of larger news piece
Maximize coverage via affinity partnerships
Utilize the booming digital media space to expand
Pitch business TV to interview Gary and some other industry players, leveraging US Travel study Though several cable shows have folded, new ones are emerging or changing programming next season to focus on more domestic ideas. Explore programming where there may be slight production fee involved, but worth the exposure. Focus efforts on production companies to reveal opportunities. Production company roadshow visits with OCVB PR team. Leveraging ad buys with major publishing companies to explore their media-sponsored television opportunities
WHAT’S NEXT: 2010 Digital/Social media Events and partnerships Strategies by initiative
“ Facebook and Twitter are viral marketing machines”
Twitter is a…
a) journalistic device
b) marketing weapon and
c) customer service tool
You can protect and strengthen your brand’s public image via social networks such as Facebook and Twitter
DIGITAL MEDIA EVOLUTION for PUBLIC RELATIONS THEN NOW Traditional press release Digital press release with website hyperlinks Traditional media visits Blogger media visits B to B communication B to C communication Feedback forms Real-time online reviews Pitch over 140 minute lunch with editor 140 character tweets, elevator e-pitches