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PROMOTIONS ON A BUDGET Maximizing Your PR Efforts

Learn how to maximize your PR efforts on a budget with valuable tips and strategies from Neville Bhada in this informative IFEA webinar. Discover cost-effective promotion techniques for radio, TV, web, and print/newspaper to reach your target audience effectively while saving resources. Gain insights on working with writers, press releases, and finding low-hanging fruit opportunities for successful promotion. Take advantage of affordable mediums like radio and web, and optimize your online presence to attract more engagement. Uncover valuable resources and tools to enhance your PR campaigns while staying within budget constraints.

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PROMOTIONS ON A BUDGET Maximizing Your PR Efforts

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  1. PROMOTIONS ON A BUDGETMaximizing Your PR Efforts Neville Bhada IFEA Webinar November 15, 2007

  2. Radio: + Affordable + Captive Audience - Segmented TV: + Great Coverage - Expensive Web + Affordable - Segmented - Dismal click throughs Newspaper + Good Coverage - Expensive - Who reads it? + MEDIUMS -

  3. RADIO • Morning Shows need content • Get to know the Morning Show producer • Learn the name of the News Director • Go after the news talk stations first • Sunday morning community programs • Do you need a remote broadcast?

  4. TELEVISION • Get to know the Morning Show producer or ‘Guest Coordinator’ • Find out the best time to call • If possible, have ‘B’ roll film available for TV • What size market are you in? • Small markets vs. medium/large markets

  5. WEB Over 50% of travel is now booked on the Internet

  6. Web Site - Things to Remember • Negative (white) space can be a good thing • Favorite colors don’t always work on a site • Elements that work on some sites may not work on yours • “Less is More”

  7. Electronic Press Kit • Contact information • Image Library • Bios of key personnel • Product/Service information • MP3 audio files, RSS, Podcasts • Good Example: exploreasheville.com/press-room/index.aspx

  8. PRINT/NEWSPAPER

  9. PRINT/NEWSPAPER Reporters Commandments • Deadlines are final • Answer your phone • Don’t leave requests/questions unanswered

  10. Pitching • What is news? Conflict or Change • Types of News: Hard News, Features, Editorials • Make your pitch short and concise: 20 sec • Get used to rejection • If possible, become a resource for the reporter

  11. Get out of the office

  12. WORKING WITH WRITERS • Society of American Writers: satw.org • Bacon’s Directories: bacons.com • Burrell’s Media Directory: burrellesluce.com • Gale Directory of Publications: gale.com • Matthews Media Directors: ccnmatthews.com

  13. PRESS RELEASES

  14. PRESS RELEASES • Pay attention to your headline • Sub-head should provide additional details • Think of the release as a pyramid: it should start with most important info, end with least important details

  15. PRESS RELEASES • MEDIA ADVISORY • WHAT – The purpose of the event in 2 paragraphs • WHEN – Day and time • WHERE – Details of location, landmarks • ATTENDEES/INTERVIEWS • YOUR CONTACT INFO

  16. LOW HANGING FRUIT • Southeast Tourism Society Top 20 Events • Southeasttourism.org/top20 • WeekendsRus.com (FREE) • PRLeap.com (FREE) • festivalsdirectory.com (FREE) NW • Soul of the South: Soulofthesouth.com • State travel newsletters (FREE)

  17. Have a bit of cash? • TravelNewsFast.com • WhereToGoNext.com • Hospitality1st.com • Businesswire.com • PRNewsWire.com

  18. Thank you…… Neville Bhada Southeast Tourism Society 404.364.9847 neville@southeasttourism.org

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