Navigating Jamaica Through the Media Clutter by url15344


									Navigating Jamaica Through
the Media Clutter
Create awareness, build image and increase visitor

Presented by Ruder Finn Public Relations, Inc.
The Presentation Team

   Gail Moaney, APR
    Executive Vice President/Director

   Helen Ames
    Vice President

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?

Defining Today’s Media
Today’s Media Landscape

   Contains all worldwide media including print,
    broadcast, online, and social that touches our target

   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
Nuances of Media from Source Markets

                  U.S.         Latin
                Hispanic      America

   Canada         U.K.         Europe

Understanding US Media
  Type of Media                         Examples

  Newspapers
  Network TV               Nat’l
  Magazines –
   Consumer, Trade

  Newspapers –
   Dailies, Weeklies     Regional/
  Radio/TV               Local
  Business/General

  Newspapers –
   often weeklies      Neighborhood/
  Radio                   Local
  TV

                         Social Media              7
Consumer vs. Trade
      Consumer       Trade

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
Quick Quiz
Media Placement Examples

Media Placement Examples

Media Placement Examples

Media Placement Examples - Consumer

Media Placement Examples - Trade

Media Placement Examples - Regional

The Needs of Different Journalists


          TRADE                                      CONSUMER
    Inform travel agents on         New/                  What a
      why they should sell     renovated hotels      consumer needs
            Jamaica                                    to book a trip
         Key players              attractions            Trends
        Commissions           Interesting packages        Leisure
                                                       travel topics
         Trade shows               Statistics
        Travel agents,            Prices/rates         trade news
        tour operators

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

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
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

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
    •   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
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?

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

Niche Main Players
       Bridal        Faith-Based/Diaspora

      Culinary             Music

       Family              Sports

Promoting the brand in niche
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

   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
Do's and Don'ts for
Communication with Media

   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.”
Do's and Don'ts for
Communication with Media

   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

   Send a press release at the end of the day, especially on a

Do's and Don'ts for
Communication with Media

   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

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

   Could be an individual for
    one person from one outlet
    or a group of journalists
    representing multiple outlets
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

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

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

   Uncover, experience changes in the destination

   Report on new news!

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

   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
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

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)

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
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

The Needs of Different Journalists

   Be aware of their needs – both professional and

   National and international may mix when

   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
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

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


   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
    • Educate media about the destination, local customs, dress
      codes and what they are experiencing
    • Trouble-shoot

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
Press Trip Results

    Bridal Trip – November 2008   Individual Trip – June 2008
  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
McCluskey Int’l Public Relations Team – U.K.

                   Judy McCluskey

                     Sarah Long

Thank You! Questions?
Opportunities for Worldwide
Upcoming promotions and press trips

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