The document summarizes a media training and travel panel presentation. It discusses why organizations should do media relations, how to get ready for pitching media by developing key messages and being proactive. It also covers interview dos and don'ts, finding story ideas through social media and websites, and having a crisis communications plan. Tools mentioned for media relations include media directories, wire services, Cision, Vocus, Muck Rack, Travelwriters.com, SATW, NATJA, PitchEngine, Storify, CustomScoop, and HARO. The presenter provides her contact information for any additional questions.

1. Media Training & Travel Panel:
ATIA Convention
October 10, 2013

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. About Me
Accredited
Firm Owner-13 years-KD/PR Virtual
PRConsultants Group
Tourism experience

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. • 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. 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. Getting Ready
for the Pitch
• Media advisory
• News release
• Fact sheets
• Direct pitch
• Bloggers

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. 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. 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. Other Ways Media
Find Stories
• Websites, surfing the Web
• Your blog, newsletter
• Client or employee referral
• Social media
• ATIA and CVB’s

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. 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. 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. • PitchEngine
• Storify
• Muck Rack
• CustomScoop
• HARO
Media Relations Tools
You Can Use

16. PitchEngine
Pitchengine.com

17. Storify

19. CustomScoop

20. Questions?
Contact Information:
www.KDPRVirtual.com
kathy@kdprvirtual.com
(907) 868-4884
Kathyvirtual on Facebook, Twitter
and Instagram