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Next Generation PR for Tourism, Wine & Hospitality
- 1. Next Generation PR Brand Storytelling through Content Marketing & Media Relations Tweet me @McCueMC
- 2. A look at PR today…
- 3. What is PR? • PRSA says:“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” • McCue says: PR = Strategy + Story
- 4. Brand Storytelling… Then • Brands controlled the message • Publicist = Spin Doctor • Media Relationships = Gold • Few media • Customers = Passive receptors
- 5. Brand Storytelling… Now • EVERYONE owns the message • Empowered customers • MANY, simultaneous communications • Traditional media are just 1 channel
- 6. Stats
- 7. More Stats
- 8. Brand Storytelling Today Tactics & Tools
- 9. Content Marketing • Content = Story • Who tells it? You + Media + Customers • You don’t have 100% control of your brand story • Content Marketing = What you do to shape your Brand Story
- 10. Content Marketing – A Deeper Dive • Strategic storytelling across multiple mediums • Storytelling content packaged specifically for the medium • Ongoing vs. Campaign • Channels = • Yours (website, social, email, blog, etc) • Theirs (print, broadcast, 3rd-party websites/blogs/social) • Types of storytelling content: • Articles (blogs, article sites, magazines) • Graphics (photos, infographics, slideshows) • Videos • Newsletters (e-mail, print) • User-generated (photos, essays, videos, posts)
- 11. Content Marketing • Plan - Goals, Who, What, Where, When • Create – Messages, Photos, Graphics, Video, Ads, Story Pitches, Articles, Events • Distribute – Website landing pages, Email, Media pitches, Social Media channels, Blog, Advertorial • Promote – “Native Advertising,” Partner websites, Calendar listings • Evaluate – Key Performance Indicators
- 12. Calls to Action • Don’t forget your calls to action! • Make it easy • Test!!
- 13. Creating Content • First Rule: Don’t Panic. • Use a Content Calendar to stay organized • Do a self-assessment: • What assets do you have? • What do you need to create? A GREAT IMAGE = 1000 WORDS
- 14. Mining for Content Ideas • Websites • Company Blogs • Social Media • Native Advertising / Sponsored Posts • 3rd-Party Websites • Email Marketing • Videos • IRL (In Real Life) • User-generated Content
- 15. Content Calendar
- 16. Media Relations • Be specific, targeted and patient • Fewer outlets = More competition • Bloggers Matter… but do your homework • Navigating “freebies” • Media Visits = Content
- 17. User Generated Content • Monitor your brand online • Responding to negative reviews: • Don’t get emotional – Be professional • Acknowledge the reviewer’s perspective • Take the conversation offline • Gently remind/ask guests to post reviews, photos, hashtags • Front desk / in-room signs • Post-visit email
- 18. Helpful Hints
- 19. Think “Green” • Recycle. Your content, that is. • Got old photos? Create a slideshow! • 3-minute video? Make it three 1-minute videos! • New itinerary? Put it online! • Favorite recipes? Share them on Facebook! • 1 Event = • Calendar posts on your website + local events cals • 15-20 photos for your social media + blog • Dozens of user-gen photos + posts (got #hashtag?) • 2-3 short videos • 1-2 blog posts • Event landing page • 1 Sponsored Post/Native Ad
- 20. Planned Spontaneity • Create Templates for each channel • Know your specs… • Ad specs for Facebook • Max size of Facebook Featured Image • Optimal size of Pinterest image • Image + Text (Caution: Watch Text : Image Ratio on FB) • Word counts for blog posts • Streamline Approvals
- 21. Photos
- 22. Video Tools
- 24. Takeaways
- 25. Content Marketing Checklist • Who’s your Chief Content Officer? • And… who are your content contributors? • Your roadmap = Editorial Calendar • Define storytelling themes • Define messaging/content for each channel • Take Inventory: • What assets do you have? • What assets do you need to create? • Small Big or Big Small • Video example • What IRL activities can you turn into content? • Remodels, Tours, Personnel/Staff experts, FAMs, Events
- 26. Owned, Earned & Shared • Self-Publishing (owned) • DSUS (Don’t Share Ugly S…tuff) • Story > Sales • Be consistent (but not boring!) • Media Relations (earned) • RESEARCH before you pitch • 3 Targeted Pitches > 300 Blanket Pitches • Beyond journalists… Influencer Relations • Social Media (shared) • Short is Sweet. • Pictures = 1000 Words. • Don’t just broadcast… Engage in conversation. It’s a cocktail party.
- 27. Trends • To Blog or not to Blog… • Keywords vs. Relevance + Connectedness • Native Advertising/Sponsored Posts • Influencer Relations > Media Relations • Email = Still #1 for Conversion • Video • Google+ • Pinterest Places • Instagram • Mobile Devices… Responsive Design - www.mccuemc.com
Editor's Notes
- Read the PRSA definition.True, but in simplified terms, we at McCue say PR is Sound Strategy Plus Good Storytelling.What do we mean by this? Well, anyone that’s put together a business plan or a marketing plan understands the basic principles of developing a strategy. Goals, Objectives, Audience, Messaging, Tools & Tactics, Key Measurements, Budget & Timeline.But today, your customers are inundated with communications. Billboards, magazines, TV were a lot to handle back in the day, but now we’ve got these handy devices right in our pockets that mean their attention is split a million ways. TextsTweetsFacebook updates with cute pictures of your friend’s baby alongside a post about the latest celebrity overdose alongside up-to-the-minute score updates from your nephew’s Little League game on the other side of the country.So how do YOU cut through the clutter? Tell A Good Story that your audience Wants to Here.
- In the old days, if you had an important story to tell, you would look up a couple of editors at the newspapers and magazines you thought your customers were reading, and you’d try to get the guy to publish a story about you. Or, if you could afford it, you hired a publicist to do that for you. In the old days, publicists guarded their media relationships like gold. Because it was all about getting that writer to tell OUR version of the story. The AUDIENCE – i.e. the reader or television viewer – was just a passive receptor. The thinking was, if it’s in the paper, it must be true? Right?
- Well, does anybody think your customers are passive receptors nowadays? Have you looked at your Yelp and TripAdvisor reviews? EVERYONE owns your message now.The customer is EMPOWERED. They are armed and dangerous. They have endless tools at their disposal to sniff out anything that smells like “spin” and ding you for it in a very public way. Now, we still have to tell a good story – that’s more important than ever, since there’s some much competition for the customer’s time and attention. If you don’t think that’s true, have you ever observed a teenager watching television today? They watch a few seconds, they get a text from their friend, something shocking happens in the show, they tweet their opinion about it, the cat walks in and does something cute so they take a pic and post it on Facebook… and the whole time, they haven’t even TALKED but they’ve communicated with 40,000 people.So, we gotta get more sophisticated. It’s not about one-way communication anymore. Traditional media outlets are just one communication channel. And the story that runs in print also goes online, where readers can comment and share their opinion about what the writer got right and wrong and what they left out. Writers LOVE this, trust me.
- What is “content”? Content is all the tangible stuff that people can find that tells them what your brand is about. Put it all together, and it’s the Story of Your Brand.You are no longer entirely in control of your Brand Story. However – Content Marketing is what you to shape your brand story.
- Plan. This is where you take a look at what your business needs. You want more mid-week business? You’re slow in the off season? You bought a business with a so-so reputation and you want to put the word out that there’s a new sheriff in town? All of the above? Figure out what your goals are and prioritize them. Then figure out WHO you’re talking to. Have you been placing ads in the local paper, but the folks who you really need to attract are in San Francisco or Dallas or Reno? Target your plan to the right audience. But don’t just think about where they live – think about where they’ll be when they make a decision to patronize your business. Where do you fall in the planning process? For a DMO like SOVA, they’re trying to get people’s attention at the beginning of the process – get them to CHOOSE Southern Oregon over any other destination in the world. But they’re ALSO trying to educate travelers who are ALREADY HERE about the many things there are to do and see in the area – that’s all of you folks. So, their plan has to address both audiences and enable people to easily find their content at both ends of the cycle. Create. Who’s going to handle this piece of the puzzle? Can you get an intern from the local community college? Hire someone part time? Form an alliance with complimentary businesses in your area and pool your money together to hire an agency to help promote you all? Be sure whoever you assign can be relied on to stick to the schedule and be consistent. Launch.Measure. Figure out what you want to accomplish and how you’re going to measure it BEFORE move on to steps 2-4. If you don’t know HOW you’re going to measure it before you get started, you might forget some key steps.
- How is the customer going to do whatever you want them to do? If you want them to book a room or a tour or a reservation, make sure they can do it easily and in as few steps as possible. Test your calls to action. Click on your URLS and your Book Here buttons. Try to book with your own Coupon Code. Call your own phone number and listen to the message. Is it helping the customer get what they need? Or is it outdated, boring and irrelevant?
- This is where most people have a heart attack. You’re probably one of two types: Type A) You get lots of great ideas and you want to do them all. You get overwhelmed because you also have to run a business and don’t have time to implement. Type B) You can’t think of a darn thing to say, this is all really confusing and you hate social media anyway.Relax. PLANNING is going to help both Types make sure you have a REALISTIC PLAN THAT YOU CAN STICK TO.Take a look at what you ALREADY HAVE that can help you tell your story. Remember, an image speaks 1000 words, especially online. So whether you’re pitching a story to a journalist, writing an article for your blog or your DMO’s blog, posting on Facebook about a new package or event… think about your VISUALS. Invest in good photography. No money? Do a trade.
- Keep yourself organized. Put it on paper. Know what channels you’re using, who’s in charge of each one, what your messages are for each week, and how you’re going to slice and dice one story to get the most mileage out of it. Don’t write one long, 1000 word article. Think about how you can break that into 3 blog posts, each with a slightly different focus. And think about your Keywords. What short phrase is someone going to type into Google to get to your article? How about “best fly fishing Oregon”. Or “oregon wine country hotels”. Or “unplugged executive retreats.”Put these keywords into your Content Calendar to remind yourself to include them in your content. But don’t FORCE the keywords if they don’t make sense – Google is a lot more sophisticated than the old days of keyword stuffing. Make sure the words flow naturally and make sense in the whole context of your article, and that you’re linking to other webpages with similar or related content.
- Pixlr – desktop photo editingInstagram – mobile photo editing + social
- Magisto and Capture
- Hootsuite – create, schedule, assign, measure