Navigating Jamaica Through the Media Clutter by url15344

VIEWS: 13 PAGES: 53

									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

								
To top