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9. Glen Davies and Hayley Stansfield, Online Media Relations and PR Managers - Blueclaw

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What Do Journalists Want? Digital PR Tips for Travel.
Leaders in Travel 2019

Published in: Marketing
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9. Glen Davies and Hayley Stansfield, Online Media Relations and PR Managers - Blueclaw

  1. 1. What Do Journalists Want? Digital PR Tips for Travel Glen Davies & Hayley Stansfield
  2. 2. Travel brands we’ve worked with: 2 MEET GLEN AND HAYLEY Recent coverage received in: 2
  3. 3. Competitiveness of travel news Building a campaign Analysis of travel news in the media Examples of success Agenda 3
  4. 4. 4 Top travel keywords cheap flights - 511,000 2 brands, 8 aggregators last minute - 375,000 7 brands, 1 aggregator cheap holidays - 302,000 10 brands, 0 aggregators last minute holidays - 294,000 8 brands, 2 aggregators holidays - 253,000 9 brands, 1 aggregator hotels - 167,000 3 brands, 7 aggregators Always the same brands that appear
  5. 5. What you’re up against ● Travel is one of the most fiercely competitive sectors of the media ● 1.4 billion news stories ● 71.4 million backlinks ● 59,000 referring domains ● Another 5,000+ travel agents 5
  6. 6. Journalists vs PR ● 83,000 PR professionals vs 64,000 journalists ● 5-8 stories a day ● Just a couple of hours to get something up ● 600 emails a day 6
  7. 7. It’s not all about coverage...
  8. 8. Content that earns SEO- boosting links from digital PR PR + Content Marketing • Audience engagement • Earned coverage • Creativity and PR promotion SEO • Keyword strategy • Competitor analysis • Technical SEO research
  9. 9. 39 backlinks 9 The story: A clear message A clearly definable audience Relevancy = urgency Research and/or data News = new A strong comment or quote Authority Elements of a good digital PR campaign The content: A specific page for the campaign to link to More information on that page than in the press release Easily understandable and navigable Make sure the aims of your story match with the priorities of the journalist. Ask yourself ‘why would they care?’
  10. 10. Cutting through the noise is easier with data
  11. 11. Not everybody links, but who does? 11 *Analysing 32,000 general articles across 6 national publications Website Average number of links per article Daily Telegraph 8 MailOnline 2 The Sun 2 Daily Star 2 Independent 1 Daily Express 0
  12. 12. How does travel differ? 12 *Analysing over 10,000 articles across 5 national publications’ travel sections Website Percentage of stories that contain links Average number of external links per article The Sun 50% 3.04 Daily Express 19% 0.41 Daily Mirror 36% 1.36 The Independent 71% 3.94 The Guardian 87% 8.8
  13. 13. … And general lifestyle? 13 Analysing over 10,000 articles across 4 of the top general lifestyle publications for travel Website Average number of external links per article Red Online 3.44 Good Housekeeping 2.87 Saga 2.18 Marie Claire 0.91
  14. 14. And the best day to launch your campaign is… 14 According to the data, national publications are most likely to publish travel articles on a Friday How does this compare to other sectors? Sector Day published Travel Friday Automotive Friday Science Monday Tech Wednesday Finance Thursday What?! *Launch your campaign ahead of this for it to be published on this date
  15. 15. What’s making up these headlines?
  16. 16. What’s making headlines within these linking travel features? 16 *Last 90 days *Analysing 10,000 travel articles
  17. 17. Top 20 performing headline keywords 17 Rank Word 1 flights 2 holiday 3 travel 4 passengers 5 strike 6 plane 7 best 8 ryanair 9 british 10 new Rank Word 11 hot 12 families 13 airport 14 revealed 15 cruises 16 secrets 17 exchange rate 18 brexit 19 euro 20 top
  18. 18. Which publications report on these subjects?
  19. 19. Who publishes what? 19 Headline keyword Headline keyword rank Publications Number of articles Brands mentioned/ linked to Flights 1 Daily Mirror express.co.uk 1,906 Southwest Airlines, London Stansted/ Thomas Cook, Travel Nerd, JetCost.co.uk Emirates, TUI, On The Beach Families 12 Mail Online thesun.co.uk 1,645 Skyscanner, PlanePal, Seaworld, Luxury Action Cruises 15 Express.co.uk thesun.co.uk The Guardian The Independent 2,890 Norwegian Cruise Line, Royal Caribbean, P&O, Viking Ocean Cruise Lines
  20. 20. Brexit in the headlines 20 Publication No of articles Brands mentioned/ linked to express.co.uk 2,205 N/A The Sun 702 N/A The Guardian 839 N/A Headline keyword rank #18
  21. 21. Use this as your unique formula 21 How did we do it, may you ask? https://www.blueclaw.co.uk/blog/
  22. 22. Your golden contacts 22 Harriet Mallinson Digital Travel Reporter, express.co.uk Covering: ● Cruises ● Family ● Couples ● Royal Family ● Adventure ● Luxury ● Europe ● Disney Beth Allcock Travel Reporter, express.co.uk
  23. 23. BUT… don’t rely on headline keywords alone
  24. 24. Linkable content News sites won’t direct readers away - UNLESS it’s for genuinely useful information. ● Not sales-focused or arbitrary. No product pages ● More information than the news story ● A map, full research results or wider summary ● Remember that a journalist’s loyalty is to their readers 24
  25. 25. It is a rare joy when a PR both understands what makes a good feature and sends it in fully formed. Our readers expect several high-quality pictures to be included in a story, so a piece with none is pretty useless to us. “ “ Caroline McGuire, Digital Travel Editor 25
  26. 26. Travel writer’s opinion on PR 26 Ianthe Butt Freelance travel writer for The Sunday Times, High Life, Atlas by Etihad, Conde Nast Traveler and more. What makes you open an email from a PR? Something which is clearly tailored for me, and the titles I write for, and not a round- robin. Would you open emails from PRs you don’t know? Yes, but much more slowly than those I have an existing relationship with. Do you answer your landline during a working day? No!
  27. 27. And others... 27 Biggest trend this year? Green tourism. How do you prefer to receive press materials? By email. Advice to PRs pitching to you? Understand I might use it 30, 60, even 90 days from now. How do you prefer to receive press materials? Press materials should always be emailed. Don't call me unless we have an established relationship. Everett Potter Travel Contributor for Snow magazine, Forbes & National Geographic James Hills Blogger, Mantripping Travel Influencer What do you think is the biggest travel story of 2019? Eco-tourism and zero impact are big ones. How do you prefer to receive press materials? While my inbox is often a bit chaotic, email is still the best way to go. Jen Woo Freelance travel writer
  28. 28. 39 backlinks 28 ● Irrelevant to audience ● Too promotional ● Too similar to existing stories ● Industry jargon ● Vague information ● No data sources ● No images What puts journalists off?
  29. 29. Creating your own formula
  30. 30. Use your SEO team’s knowledge Google Alerts, blogs, Twitter, agencies No blind brainstorms Don’t take a shot in the dark Keyword research and SEO strategy 30 Keyword research Inspo - constantly follow what others are doing Topic research Audience research
  31. 31. Whatever the budget
  32. 32. 39 backlinks 32 ● Use your own data ● Social media campaigns & user-generated content ● Newsjacking ● Listicle-type content ● Calendar events Low budget, small-scale campaigns
  33. 33. 39 backlinks Large-scale campaigns ● Surveys ● Large-scale data analysis ● Interactive map ● Video ● Data visualisation (graphs, micro-sites, etc) ● Multi-channel 33
  34. 34. Blueclaw Case Examples
  35. 35. Big Domain Tipping Etiquette Guide ● Create an asset that boosts offsite SEO ● Guide explores people’s attitudes towards tipping on holiday and at home ● 2,000 British adults to reveal trends by region, age and gender ● Coverage in national, travel, local and hospitality media 35 33 Pieces of coverage 13 New linking domains
  36. 36. LEISURE PASS GROUP Emoji Cities ● Twitter data ● Emojis, hashtags, accounts, tweets ● Explored different news angles ● Worldwide coverage 110 Pieces of coverage 49 Links 36
  37. 37. TRAVEL CHAPTER Can You Survive The Witch Trials? ● Design-led ● Extra information ● Bideford Witch Trials ● Local news focus ● Halloween 25+ Pieces of coverage All linking 37
  38. 38. SkiLine Health Benefits of Skiing ● Quick win campaign to generate links and coverage during what is generally the offseason ● How to prepare for the coming ski season ● Mental and physical benefits ● Comments and expert advice from several influencers ● Skiing instructors and personal trainers 38 15+ Pieces of coverage 9 Links
  39. 39. Thank you. Any questions?
  40. 40. Extra information
  41. 41. Creating stories: What type of digital PR campaigns result in coverage and links? Expertise-led Forward- thinking Tailored approach 41
  42. 42. answerthepublic.com Researching topics for digital PR and content marketing 42 … near Norwich … near the coast … near airport … with kids … with Easyjet … with hot tub City breaks for groups … for Easter 2020 … for over 50s … to Rome … to London … to New York
  43. 43. FREE Data Sources https://www.nationmaster.com/ https://www.similarweb.com/home https://www.gov.uk/government/statistics/anno uncements http://www.ons.gov.uk/ons/datasets-and- tables/index.html https://www.google.co.uk/trends/ https://www.import.io/ http://data.un.org/ https://datahub.io/ https://www.google.com/finance http://data.worldbank.org/ http://landregistry.data.gov.uk/app/hpi/ https://books.google.com/ngrams http://stats.oecd.org/Index.aspx https://www.worldenergy.org/data/resources/ https://datamarket.com/data/list/?q=provider:tsdl http://chroniclingamerica.loc.gov/ http://archive.org/ http://publicdomainreview.org/sources/ http://data.london.gov.uk/ http://product.okfn.org/ http://sustainability.okfn.org/ http://stakeholders.ofcom.org.uk/market-data- research/opendata/ https://hctrendsapp.deloitte.com/ Company financial reports Statista - £500pm 43

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