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DMAI Fundamentals - Chapter 5 - Communications

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Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging …

Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging Association Education Institute.

Published in: Education

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  • 1. © 2005, Educational InstituteChapter 5CommunicationsFundamentals of Destination Management and Marketing(323TXT)
  • 2. © 2005, Educational InstituteTypes of CVB Communications• Media relations• Crisis communications• Issues management• Member communications• Internal communications• Stakeholder communications• Customer communications
  • 3. © 2005, Educational InstituteCommunications Plan Elements• Mission or purpose• Goal• Situation• Objectives• Strategy• Target audiences• Message• Tactics• Measurement• Budget and timeline
  • 4. © 2005, Educational InstituteMedia Relations Strategies• News releases• Press kits• Broadcast• E-mail pitches• Online press rooms• Press trips
  • 5. © 2005, Educational InstituteMedia Relations Strategies• Media meetings• Media events• Satellite media tours and video news releases• Database maintenance• Target publications and geographic penetration
  • 6. © 2005, Educational InstituteCrisis Communications• Decide what role the CVB will play in a crisis.• Create a plan that includes operations,communications, and back-up systems.• Ensure that the CVB is ready to implement theplan.• Conduct stakeholder and media meetings before acrisis happens.
  • 7. © 2005, Educational InstitutePreparing for Media Interviews• Choose a spokesperson.• Develop key message points.• Prepare spokesperson for interviews.
  • 8. © 2005, Educational InstituteTypes of Interviews• Television• Radio• Telephone• Print• Online
  • 9. © 2005, Educational InstituteGeneral Tips for Interviewing• Prepare in advance.• Understand the audience.• Determine what the interviewer wants to report.• Plan for the worst.• Know where interview will be conducted.• Set a time limit.• Know where to look.• Dress appropriately.• Use clear language.• Be positive and upbeat!
  • 10. © 2005, Educational InstituteHandling Media Calls• Be responsive.• Avoid jargon.• Localize the response.• Offer a visual backdrop.• Provide names and phone numbers.• Make good on promises.• Provide visuals in appropriate formats.• Anticipate reporters’ needs.
  • 11. © 2005, Educational InstituteMember Communications• Host networking and educational events.• Distribute weekly or monthly e-newsletters.• Customize leads for each member.• Conduct orientations for new members.
  • 12. © 2005, Educational InstituteInternal Communications• Employees help build a destination’s image.• Staff members should be the first to know detailsof CVB programs.• Employees should know the organization’s policyon how media inquiries will be handled.
  • 13. © 2005, Educational InstituteStakeholder Communications• Stakeholders include political leaders, keybusinesses, chambers of commerce, economicdevelopment commissions and hotel/motelassociations.• Develop a list of stakeholders and determine thebest way to engage them.• Reach out to traditional and nontraditional tourismbusinesses.