1

Interested to learn more? Southeast Tourism Society Membership

www.SoutheastTourism.org STS@Southeasttourim.org 404-364-9847

Sponsored by the Eastern Band Of Cherokee Indianswww.Cherokee-NC.com travel@nc-cherokee.com 800.438.1601

The Evolution of Editorial CoverageDeborah Stone, Pineapple Public Relations

www.Pineapple-PR.com dstone@pineapple-pr.com 404-237-3761

2

The Evolution of Editorial Coverageor

How come THEY got in Southeastern Traveler magazine and not ME!

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

3

Pineapple Public Relations is a boutique agency with more than 15 years of success serving clients in the tourism, hospitality and lifestyle industries.

A full-service public relations agency, Pineapple Public Relations specializes in providing strategic public relations planning and implementation for a wide range of DMOs, hotels, resorts, food & beverage and lifestyle clients and infusing it with a genuine passion.

From USA Today, the CBS Early Show to AJC.com and the pages of Condé Nast Traveler, Pineapple Public Relations crafts unique messages to garner national and regional headlines for our clients.

Pineapple Public Relations

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

4

The Evolution of Editorial Coverage

The best things in life are free…….NOT

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

5

The New Media Landscape

To FAM or not to FAM

Hit the Road

The Evolution of Editorial Coverage

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

6

The New Media Landscape

• Know your target media – Create a manageable list– Identify Key Influencers– Research and Read – Excel at managing the relationship– Adding Social Media

to the Mix

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

7

CLIENT #5 Media Pitch Sheet

Outlet Media Type Contact Phone Email Status Results Outlet Profile

The Birmingham News

Daily Newspaper (555) 123-1515 abc@abc.com

Pitched the shooting grounds to Outdoor Rec writer Mike Bolton. Sent holiday information to Lynn and new travel editor Alec Harvey

The Birmingham News features include the main News section, Metro-State news section, Sports, Money and LifeStyle sections. The LifeStyle section includes features covering a range of topics, including family life, fashion, fitness, food, consumer issues, fads and trends.

Sherman's Travel Magazine

Managing Editor (555) 123-1515 abc@abc.com Pitched on July 16.

Ran online package in August

Launched in fall 2006 for high-end readers seeking value in their travel to popular leisure destinations as well as other interesting vacations. Covers luxury values, travel news, trends, how-to pieces, destination travelogues and provides discounts for travelers by compiling the best deals and offers.

Birmingham Home & Garden Magazine Home (555) 123-1515 abc@abc.com

Pitched on July 2. Sent follow up pitched about gardens and horticulturalist on Aug. 13. Article scheduled for October issue. Oct. 2009 Issue

Focuses on the homes, gardens and people in the Birmingham community. Provides features and photos of the finest upscale living areas.

The Week Magazine Editor (555) 123-1515 abc@abc.com JN continues to pitch

Gathers the finest reporting and writing from the U.S. and international press to offer an informative, witty digest of the news for readers on the go. Editorial spotlights top news stories and summarizes what media experts are saying about the people, events and trends that make up each week's headlines.

The Atlantan Magazine Food (555) 123-1515 abc@abc.com

Pitched Shooting grounds, holiday events. Wants to visit property.

Launched in March 2006 and aimed at upscale Atlanta residents and visitors. Provides an insider's look at shopping, dining and culture.

Chattanooga Times Free Press

Daily Newspaper Features (555) 123-1515 abc@abc.com

Pitched Shooting grounds, holiday events, special packages

Chattanooga Times Free Press is a the local daily newspaper serving the city of Chattanooga, TN and the surrounding area. The publication covers local news, sports, business and community information.

8

Get Social

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

9

• Travel Writer Groups• Make your Facebook Page Media

Friendly– Bit.Ly your press release (tinyurl.com)– Photos &Video– Media Contacts on Info Page– Selectively Post Partner Press

ReleasesPresented by

Eastern Band of Cherokee Indianswww.cherokee-nc.com

10

11

Bloggers• Find them

– Cision, MyMediaInfo, Vocus – Travelblogsites.com– Niche Topics– Key Influencers Link

• Elliott.org• Takingthekids.com

– Google

• Rank them– Compete.com- Pitch ThemFollow same protocol as dealing with traditionalBloggers tell it like it is - FTC Disclosure

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

12

13

ocial media platforms expand yourreach and audience. S

14

15

16

Getting Noticed

Communicate

The FAM Trip

Hit the Road

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

17

CommunicateCreate an Editorial Calendar out of your:

» Key Messages» Amenities» Events / Festivals» Milestones» Package» Seasonal Appeal

» Media Deadlines

» Distribution» Personalized Pitches» Press release (Facebook)» Phone calls» Tweet» Hootsuite

• Tweet deck• PRWeb, PitchEngine,

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

18

With the rapid evolution of

Downloadable photos

Direct links to e-mail media

contacts

Unique URL for easy

media access

Hyperlinks to related

information

Social media network sites

technology, we are able to expand the reach of traditional press releases by creating multimedia news releases.

also increase the visibility of your

message.

Web-based vehicles

19

20

21

Why a FAM Trip– Creates a call to action– Personal Experience

• Control the experience• Opportunity to build relationships• Time and cost efficiencies in bringing in as a group

No Better Way to showcase your message• Theme it: Golf, Beaches, Wine, Outdoor Recreation, New and Notable• Save the Date• Make it special • Make it experiential • Consider the sun!

• Conduct a Dry Run(s)– Timing issues, awareness issues among partners and participants, general

readiness– Run point on all stops; check hotel rooms.

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

22

During the trip

• Allow time for photography• The Bloggers Blackberry Prayer• Have knowledgeable experts participate every

step of the way• “We’re walking, we’re walking, we’re walking”

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

23

travelinggal http://twitvid.com/Z9TZJ - Ladies and gents, Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel 1,284,769,969,000.00 via TwitVid.com

oDelete

travelinggal http://twitvid.com/NF2PD - Warming up for Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel 1,284,767,727,000.00 via TwitVid.com

oDelete

travelinggal http://twitvid.com/R0EQO - Larkin Poe, opening band for Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel 1,284,766,558,000.00 via TwitVid.com

oDelete

travelinggal Grape cake with cheez it ice cream at Roosters Beak, #AugustaGa, #gatravel, #shmtraveler, #setravel http://yfrog.com/0kyithj 1,284,764,833,000.00 via Twitter for iPhone

oDelete

travelinggal Blueberry bacon ice cream at Roosters Beak, #AugustaGa, #gatravel, #shmtraveler, #setravel http://yfrog.com/mukldlj 1,284,764,191,000.00 via Twitter for iPhone

oDelete

24

Travel Girl and Atlanta Journal- Constitution travel writers were among the media who attended a Barnsley Gardens media day.

BS Atlanta, Points North, C

25

This Media FAM Trip to Telluride, Colorado garnered more than$290 thousand in publicity value, reaching more than 3.7 million people with the Inn at Lost Creek message.

26

Individual Visits• Establish a SOP for media visits

– Secure participating partners in advance– Develop a Reservation Request Form

• Online• Partner Communication and Confirmation• Creates Itinerary

– Develop a Media Visit Policy• Complimentary Rooms• Meals on their own• Transportation provided, or not• Have a Media Rate for those who cannot accept complimentary

trips• Face to face meeting

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

27

Hit the Road

• Deskside Interviews• Media Missions

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

28

Hit the Road

• Deskside Interviews– Target Editors, writers and bloggers in key cities.

Don’t forget online.– Brief 15 – 20 minute meetings– Presentation – laptop, creative, high energy– Come bearing gifts– Give and take

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

29

Hit the Road

• Media Missions • Put on a Show

– Strength in Numbers• DMO / CVB Members• Individual Properties

– Chefs, Golf Pro, Meetings / Weddings expert, Naturalist– Area Attractions

• Research Grant Money• Co-host with your sales team, sports marketing, meeting planners

to maximize event.• Follow-up, Follow-up

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

30

ugusta representativesAtraveled to Birmingham, Alabama to meet with

Southern Living, Birmingham Home & Gardens, Birmingham News and key travel

journalists at this “drive-time”-themed media

mission.

31

Media+ =in theBig Apple3 Days

Interviews9 $1

Million in publicity

Getting National Attention: New York City Deskside Interviews

32

The Power of PR

The Right Story + The Right Distribution Vehicles +

(PR) Personal Relationships= Editorial Coverage

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com

33

Results

34

Deborah Stone, PresidentPineapple Public Relations

3380 Hardee Ave.Atlanta, GA 30341

Phone: (404) 237-3761Fax: (404) 237-7948

E-mail: dstone@pineapple-pr.com

Find us online:Twitter: PineapplePRos

Facebook: http://tinyurl.com/PineappleFBWeb site: http://www.pineapple-pr.com

35

Presented byEastern Band of Cherokee Indians

www.cherokee-nc.com