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Media Training & Travel Panel:
ATIA Convention
October 10, 2013
•Why do media relations?
•Getting ready for the pitch
•Key messages and support
•Interview Do’s & Don’ts
•Other ways media find stories
•Social media
•Crisis communications 101
•Questions & Answers
Today’s Talk
About Me
Accredited
Firm Owner-13 years-KD/PR Virtual
PRConsultants Group
Tourism experience
•Free
•More believable than an ad
•Many others don’t do it
•Shows credibility and professionalism
•Has long-term impact
Why Do Media Relations?
• Media outlets have fewer resources
• Citizen journalism and content management rule
• No guarantees
• Takes work to build relationships, trust
• Should be just one of your tools in the toolbox,
not THE tool
Media Relations:
Not the only answer
How Do I Find
the Right Media
Media directories – Alaska Media Directory
Wire services
Cision, Vocus or other paid services
Muck Rack
Travelwriters.com
SATW or NATJA
Getting Ready
for the Pitch
• Media advisory
• News release
• Fact sheets
• Direct pitch
• Bloggers
Developing Key Messages
• Know what you want to accomplish
• Develop key talking points
• Think about who else they can talk to
• Provide background info, photos, links, other
important information
• Consider who else they’ll talk to, and what will
they say
Being Proactive vs Reactive
• Allows you to tell the story you want to tell
• Gives you time to prepare
• Lends professionalism to your company
Interview Do’s & Don’ts
• Just follow them!
• If you’re not sure – ask
• Be personable, likeable, tell real stories and
everything will be fine
• Practice. Know that it gets easier the more you
do it
Other Ways Media
Find Stories
• Websites, surfing the Web
• Your blog, newsletter
• Client or employee referral
• Social media
• ATIA and CVB’s
Social Media
• Protect your online reputation
• Have a business presence, build
relationships with media, as well as with
former and potential customers
• Follow media, interact with them, be
helpful, even when it doesn’t benefit you
• Remember, the media may be following you
Crisis Communications
All that you have built can be ruined with one crisis
handled poorly
Have a plan
Train your spokesperson and practice your crisis skills
Keep media lists, other contact lists current
(employees, investors, former clients, policymakers,
etc.)
Crisis Communications (con’t)
Need to respond immediately, be truthful and sincere
By the end of the crisis, make sure you have apologized,
shared what was learned and what you’re going to do to
make sure it doesn’t happen again
Evaluate your crisis response and improve your plan for
next time
• PitchEngine
• Storify
• Muck Rack
• CustomScoop
• HARO
Media Relations Tools
You Can Use
PitchEngine
Pitchengine.com
Storify
Media Relations & Crisis Communications Training for ATIA 2013 Convention in Sitka
CustomScoop
Questions?
Contact Information:
www.KDPRVirtual.com
kathy@kdprvirtual.com
(907) 868-4884
Kathyvirtual on Facebook, Twitter
and Instagram

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Media Relations & Crisis Communications Training for ATIA 2013 Convention in Sitka

  • 1. Media Training & Travel Panel: ATIA Convention October 10, 2013
  • 2. •Why do media relations? •Getting ready for the pitch •Key messages and support •Interview Do’s & Don’ts •Other ways media find stories •Social media •Crisis communications 101 •Questions & Answers Today’s Talk
  • 3. About Me Accredited Firm Owner-13 years-KD/PR Virtual PRConsultants Group Tourism experience
  • 4. •Free •More believable than an ad •Many others don’t do it •Shows credibility and professionalism •Has long-term impact Why Do Media Relations?
  • 5. • Media outlets have fewer resources • Citizen journalism and content management rule • No guarantees • Takes work to build relationships, trust • Should be just one of your tools in the toolbox, not THE tool Media Relations: Not the only answer
  • 6. How Do I Find the Right Media Media directories – Alaska Media Directory Wire services Cision, Vocus or other paid services Muck Rack Travelwriters.com SATW or NATJA
  • 7. Getting Ready for the Pitch • Media advisory • News release • Fact sheets • Direct pitch • Bloggers
  • 8. Developing Key Messages • Know what you want to accomplish • Develop key talking points • Think about who else they can talk to • Provide background info, photos, links, other important information • Consider who else they’ll talk to, and what will they say
  • 9. Being Proactive vs Reactive • Allows you to tell the story you want to tell • Gives you time to prepare • Lends professionalism to your company
  • 10. Interview Do’s & Don’ts • Just follow them! • If you’re not sure – ask • Be personable, likeable, tell real stories and everything will be fine • Practice. Know that it gets easier the more you do it
  • 11. Other Ways Media Find Stories • Websites, surfing the Web • Your blog, newsletter • Client or employee referral • Social media • ATIA and CVB’s
  • 12. Social Media • Protect your online reputation • Have a business presence, build relationships with media, as well as with former and potential customers • Follow media, interact with them, be helpful, even when it doesn’t benefit you • Remember, the media may be following you
  • 13. Crisis Communications All that you have built can be ruined with one crisis handled poorly Have a plan Train your spokesperson and practice your crisis skills Keep media lists, other contact lists current (employees, investors, former clients, policymakers, etc.)
  • 14. Crisis Communications (con’t) Need to respond immediately, be truthful and sincere By the end of the crisis, make sure you have apologized, shared what was learned and what you’re going to do to make sure it doesn’t happen again Evaluate your crisis response and improve your plan for next time
  • 15. • PitchEngine • Storify • Muck Rack • CustomScoop • HARO Media Relations Tools You Can Use