tbuibk how to pitch to prs
DESCRIPTION
"How to Pitch to PR's" as presented by Ruth Elizabeth Haffenden at Travel Bloggers Unite conference in Innsbruck August 2012 on behalf of Four bgbTRANSCRIPT
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