"Navigating Jamaica Through the Media Clutter"
Navigating Jamaica Through the Media Clutter Create awareness, build image and increase visitor arrivals Presented by Ruder Finn Public Relations, Inc. The Presentation Team Gail Moaney, APR Executive Vice President/Director Helen Ames Vice President 2 What We’ll Cover Today Navigating the media landscape Promoting the brand in niche markets Do's and Don'ts for Communication with Media What is a media visit? 3 Defining Today’s Media Landscape Today’s Media Landscape Contains all worldwide media including print, broadcast, online, and social that touches our target audiences Ever-changing and evolving based on how people want to get their news. Consumers are tech savvy Economic and societal changes affect the media Citizens have become journalists Growing social media phenomenon 5 Nuances of Media from Source Markets U.S. Latin U.S. Hispanic America Canada U.K. Europe 6 Understanding US Media Type of Media Examples Newspapers Network TV Nat’l Magazines – Consumer, Trade Newspapers – Dailies, Weeklies Regional/ Radio/TV Local Business/General Magazines Newspapers – often weeklies Neighborhood/ Radio Local TV Social Media 7 Consumer vs. Trade Consumer Trade 8 Social Media Social media is not a pitch or a promotion – it’s a dialogue – and we must ignite it, facilitate it, or add value to it What is social media? Listening is the most important part • Know who‟s talking, what they‟re saying, and how the messages are spreading Join the conversation • Participate in conversations when and where appropriate Give them something to talk about • Place engaging, relevant content on social networks to highlight expertise and encourage participation from others 9 Quick Quiz Media Placement Examples 11 Media Placement Examples 12 Media Placement Examples 13 Media Placement Examples - Consumer 14 Media Placement Examples - Trade 15 Media Placement Examples - Regional 16 The Needs of Different Journalists Similarities TRADE CONSUMER Inform travel agents on New/ What a why they should sell renovated hotels consumer needs Jamaica to book a trip New/renovated Key players attractions Trends Commissions Interesting packages Leisure travel topics Trade shows Statistics Follows Travel agents, Prices/rates trade news tour operators 17 Quick Quiz A Look at the U.S. Media Complex, cluttered marketplace • 2,300+ daily newspapers plus 3 national papers • 7,500+ weekly newspapers • 7,600+ magazines • 1,100+ television stations • 7,000+ cable systems • 10,000+ radio stations • Countless Web sites • Countless Blogs 19 A Look at the Canadian Media Less populated than the U.S. with its own media, yet Canadians read, watch and listen to many U.S. media outlets. • 156 daily newspapers plus 2 national papers • Hundreds of weekly newspapers • More than 1300 magazines • 145 television stations • Three major TV Networks • 693 radio stations • Countless Web sites • Countless Blogs 20 A Look at the U.S. Hispanic Media Very targeted media segment that is growing • 17 daily newspapers • 400 weekly/community newspapers • 350 magazines • 600 television stations • 40 cable systems • 1000 radio stations • Several Web sites • Several blogs 21 A Look at the British Media Very targeted media segment, under pressure from the economic climate. Social media beginning to redefine the media landscape • 166 newspapers • 37 nationals, 129 regional newspapers • 901 weekly/community newspapers • 3,366 magazines (2,003 trade and technical, 1,363 consumer) • 5 terrestrial TV channels - hundreds cable / digital • Growing digital broadcast output • Many radio stations • Several Web sites with growing broadcast output • Growing social media / blogging scene 22 Quick Quiz A Look at the Main Players Who are the main players in today’s travel- related media landscape? Nationally-known travel expert? National magazine or National TV show? Local newspaper? Special-interest publication? 24 A Look at the Main Players How do we define a main player? A main player is a writer or media outlet that directly or indirectly influences our target market with the end goal of selling Jamaica as the destination of choice 25 Niche Main Players Bridal Faith-Based/Diaspora Culinary Music Family Sports 26 Promoting the brand in niche markets Selling “Passion” Travel Bridal Sports Culinary Music Family Faith-Based Diaspora Support Meetings/Incentives Support 28 Do's and Don'ts for Communication with Media DO: Be familiar with the journalist‟s publication, beats, previous stories, etc. Keep in mind when newsrooms have their morning/ afternoon/evening meetings Know the deadlines for the publication‟s special sections, issues, etc. Know the publication‟s coverage area; i.e., do not call a community newspaper based in Connecticut to cover an event in New Jersey 29 Do's and Don'ts for Communication with Media DO: Let a writer know if you have also pitched another writer at the outlet on the same topic Learn how a particular writer prefers to be contacted – some prefer fax, some email and some phone calls Pay attention to the time zone you are calling – if you‟re on the East Coast, wait until noon Eastern to call journalists in the Pacific time zone Be truthful in all news that you share with the media, and if you don‟t know the answer to a question it is ok to say, “Let me look into that, and I will get back to you.” 30 Do's and Don'ts for Communication with Media DON’T Call to pitch a writer when you know he/she is on deadline Continue to send pitches to a journalist who has requested to stop receiving your information Call several journalists at the same outlet back to back – many times they have caller ID and sit right next to each other Send a press release at the end of the day, especially on a Friday 31 Do's and Don'ts for Communication with Media DON’T Pitch a writer on a topic irrelevant to their beat; i.e., don‟t pitch a health story to an aviation writer Send a press release or media alert and assume the journalist has received it; it is often times buried with the hundreds of other press releases they receive every day Give up if you are unsuccessful with pitching an A-list journalist; continue to remain in contact with relevant information and story ideas and it may very well turn into a story down the road 32 What is a Media Visit? Quick Quiz What is a Media Visit? Sometimes called a press trip, visiting journalist programme, media tour, press junket, orientation trip Incorrectly referred to as a familiarization or fam trip, which is what travel agents attend Just one of several media tactics to promote the destination Could be an individual for one person from one outlet or a group of journalists representing multiple outlets 35 What is not a Media Visit? Vacation or second honeymoon for Bob and Mary (wife and photographer) A free vacation or getaway A chance to visit old friends and hang out A chance to party “all night long” A chance to be late for every meeting time or take advantage of someone‟s hospitality 36 Why should Jamaica do them? Integral part of overall marketing plan to publicize the product through a third party Best way for journalists to familiarize themselves with a destination from a niche and mass market perspective Allows journalists to write from first-hand experience; publicize to target audience Establish solid media relationships Results in stories in all media outlets, including web Builds destination partnerships 37 Why should journalists go on them? Get a good story Find out what exists in a destination Discover new trends Build relationships with key destination representatives Uncover, experience changes in the destination Report on new news! 38 How to Approach U.S. Media Most work with public relations representatives Stories NOT based on advertising buys Will attend press conferences and events if news is compelling Media need to find a direct connection to their audience to be interested in events or news Not all media can accept press trips Freelancers may not be able provide assignment letter Require final itinerary two weeks before trip 39 How to Approach Canadian Media Celebrity endorsements do carry as much weight as in the U.S. Editors require final itineraries for discussion before reporters depart 40 How to Approach U.S. Hispanic Media Likes to receive itinerary before they leave to share with family Likes celebrity material but with Hispanic or international (royals) focus Need bilingual interviewee for broadcast Events should have Hispanic focus (such as Calabash – having a Latin/Hispanic writer or during a concert, having a Hispanic or crossover artist) 41 How to Approach the British Media Generally: compelling news wins the day – new openings / developments / initiatives – news, news, news! Press trips: Journalists need to experience the product first hand – enjoy the accommodation – eat the food – sample the tour Very bored of site inspections – cannot write about hotels if they are not staying Ideally have the itinerary a week in advance – or at least a couple of days It may seem like they are on „vacation‟ with family/partners – but they are still working 42 Working with an Angle or Focus Focus can be: • Events (Jazz and Blues, Sumfest, Calabash) • Themes (golf, adventure, natural beauty, culinary) • Regions (South Coast, Montego Bay) • Issue (post-hurricane – Back in Business) Should always: • Showcase something unique and new • Promote something your destination is known for • Replicate the visit as if the media were a paying guest • Tell a story • Educate and encourage sales/travel based on resulting stories • Include appropriate media. Knowing the media will help ensure coverage of the angles you hope to promote 43 The Needs of Different Journalists Be aware of their needs – both professional and personal National and international may mix when appropriate Arrange separate trips for consumer and trade Freelance needs – may cover a variety of niche outlets; may not have assignment letter Some journalists are not permitted to accept press trips 44 The Needs of Different Journalists Broadcast Crews Photo Shoots • Equipment • Lighting considerations • 8-10 hours working day • Equipment • Multi-person crew • Multi-person crew (make up, • Customs brokers wardrobe) • Waivers • Customs brokers • Must include iconic shots of • Waivers destination • Must include iconic shots of • Often require 1-2 scout trips destination, editorial, with meals, hotels, sweepstakes for readers to transportation and air win a trip 45 Itinerary Musts Must be in journalists‟ hands at least 2 weeks before departure date Flights and hotel confirmed Activities confirmed but be flexible Leave some free time Include contact numbers (addresses, fax) for all hotels, airline, and escorts 46 Escorts A media visit escort has many responsibilities • Help the journalist achieve their editorial goals • Help media secure photography in a timely fashion • Facilitate interviews with appropriate representatives • Confirm hotel, meals, and travel arrangements and appointments • Educate media about the destination, local customs, dress codes and what they are experiencing • Trouble-shoot 47 Follow up Follow up with each journalist for feedback • Start by sending JTB Press Trip Follow-up form Use information (post-mortem) to help plan the next press trip Provide any additional information needed by journalists to help them complete their stories Share expected publication date with partners Share resulting placements with all partners 48 Press Trip Results Bridal Trip – November 2008 Individual Trip – June 2008 49 Ruder Finn Public Relations Team – The Americas Gail Moaney, APR Elisa Fershtadt Helen Ames Terry E. Klewan Alicia Rainbolt Debbie Ehrman Lyndon Taylor Natalia Lopez Dana Clay Melisa Chantres Trell Heuther Paul Chater 50 McCluskey Int’l Public Relations Team – U.K. Judy McCluskey Sarah Long 51 Thank You! Questions? Opportunities for Worldwide Partnerships Upcoming promotions and press trips