Next Generation PR for Tourism, Wine & Hospitality

Next Generation PR

Brand Storytelling through Content Marketing & Media Relations

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A look at PR today…

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

Brand Storytelling… Then

• Brands controlled the message

• Publicist = Spin Doctor• Media Relationships =

Gold• Few media• Customers = Passive

receptors

Brand Storytelling… Now

• EVERYONE owns the message

• Empowered customers• MANY, simultaneous

communications• Traditional media are just 1

channel

Stats

More Stats

Brand Storytelling Today

Tactics & Tools

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

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)

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

Calls to Action

• Don’t forget your calls to action!• Make it easy• Test!!

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

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

Content Calendar

Media Relations

• Be specific, targeted and patient• Fewer outlets = More competition• Bloggers Matter… but do your

homework• Navigating “freebies”• Media Visits = Content

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

Helpful Hints

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

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

Photos

Video Tools

Social Media Management

Takeaways

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

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.

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

Responsive Design

[email protected]

213-985-1011

Thank you!