tbuibk how to pitch to prs

the integrated travel specialists

How to pitch

Ruth Haffenden@ruth_elizabeth

the integrated travel specialists

•Maitha Ahmed, Account Manager @maithaahmed

•Sarah Andrews, Account Executive @bgb_news

The Four bgb brigade...

Our Leicester Square digs..... We’d love to see you.

the integrated travel specialists

Debbie Hindle

MD of Four bgb

Virtually joining us on:

@bgbcomms

Excuses, excuses...

the integrated travel specialists

Marketing and PR – where we’ve come from

Marketing: in charge of ‘spend’

Marketing: in charge of ‘spend’

PR: Handling relations with the

company’s ‘publics’ and anyone who influences them

PR: Handling relations with the

company’s ‘publics’ and anyone who influences them

the integrated travel specialists

Where have travel organisations come from?

Sales and marketingAdvertising, direct

mail‘Paid-for’ activity

Sales and marketingAdvertising, direct

mail‘Paid-for’ activity

PRMedia relations,

events‘Influencing’ activity

PRMedia relations,

events‘Influencing’ activity

the integrated travel specialists

•PR

•Media relations, events

•‘Influencing’ activity

Where have travel organisations come from?

Sales and marketingAdvertising, direct

mail‘Paid-for’ activity

Sales and marketingAdvertising, direct

mail‘Paid-for’ activity

PRMedia relations,

events‘Influencing’

activity

PRMedia relations,

events‘Influencing’

activity

OnlineSEO, social media,

link-building, community

engagement

OnlineSEO, social media,

link-building, community

engagement

the integrated travel specialists

•Affluent

•Loyal

•Influential

•Elusive

•Circulation: over 350,000

the integrated travel specialists

•PR

•Media relations, events

•‘Influencing’ activity

Where have travel organisations come from?

Sales and marketingAdvertising, direct

mail‘Paid-for’ activity

Sales and marketingAdvertising, direct

mail‘Paid-for’ activity

PRMedia relations,

events‘Influencing’

activity

PRMedia relations,

events‘Influencing’

activity

OnlineSEO, social media,

link-building, community

engagement

OnlineSEO, social media,

link-building, community

engagement

Decision maker ?

Blogger ?

the integrated travel specialists

•PR

•Media relations, events

•‘Influencing’ activity

Decision makers in the dark

Sales and marketingAdvertising, direct

mail‘Paid-for’ activity

Sales and marketingAdvertising, direct

mail‘Paid-for’ activity

PRMedia relations,

events‘Influencing’

activity

PRMedia relations,

events‘Influencing’

activity

OnlineSEO, social media,

link-building, community

engagement

OnlineSEO, social media,

link-building, community

engagement

Decision makerDoes this blogger speak to my customers?How influential is this blogger?Does this bloggers’ brand reflect my brand?Could this blogger damage my brand reputation if he/she is critical?Will I get return on investment or should I put marketing/trip funds elsewhere?

Blogger ?

the integrated travel specialists

Illuminate them

the integrated travel specialists

•Your brand – what you stand for, what you write about and how. Your personal experience and any awards (bloggys!) or recognition

•Your key statistics - unique visitors, page views, feed subscribers, Facebook and Twitter followers, Flikr, YouTube or Linkedin

•Demographics: In addition to the volume facts do please add demographic data – where is your readership. What age, social profile?

•Independent verification of your status – eg Klout score, Alexa, Google Page Rank, Technorati rank and Technorati authority. Be prepared to add a few lines explaining each of these to an inexperienced decision-maker

A publishers’ media pack

the integrated travel specialists

Time to pitch - PRs

the integrated travel specialists

•Do your research – tailor your offering to the company you are approaching. Find out about their marketing objectives and priorities to establish if there is synergy between you

•Be transparent and clear what you can offer and when and what you’d like from them – they will appreciate your honesty!

•The elusive media pack

Time to pitch - PRs

the independent integrated agency

Case studies

the independent integrated agency

The PlanetD

me to pitch – marketing/SEO

the integrated travel specialists

•Who is responsible for the website?

•Who is responsible for social media platforms?

•Who is responsible for advertising

•What are the companies’ marketing priorities?

Time to pitch – marketing/SEO

the independent integrated agency

Time to pitch – marketing/SEO