Need PR and Marketing Help? Ask Away! Q& A with Jennifer Rodrigues of TravelInk’d

Dec 23, 09 | 1:59 am

By Jennifer Rodrigues

For many companies, money is still really tight even though the recession is "officially" over.  Especially in December, when many consumers are focusing on buying presents instead of taking lavish vacations.  And for those providers to the travel industry, we all know that hotels are too busy to even think about buying new technology or services until the new year.  So although travel companies need to stay front-of-mind over the holiday season, there is no money to spend on expensive ad campaigns.  So in the spirit of the holidays (and doing more with less), I have decided to focus this column on answering questions about PR, a highly efficient and cost-effective way to deliver your message to the world.

Q: I need an idea for year-end PR strategies that will really get the media's attention.  Can you help me out?

A: Of course, that's what I'm here for!  One really great year-end strategy is to focus on what the new year will bring for the travel industry.  Year-end predictions are very interesting stories that the media loves to use.  Do the research necessary to make your predictions thoughtful and back them up with stats/information.   A lot of companies will do year-end predictions so if you can make yours stand out from the masses by focusing on innovative ideas or different perspectives on industry issues, then you'll find that you'll receive more interest from the media.  

Q: Should there be a difference in the type of story that I pitch to TV stations (rather than newspapers or magazines)?

A: Most definitely!  Think about the news that you see every day on these channels.  Unlike the newspaper, magazine and online media, TV stories MUST have a very visual element.  It's more than just information and stats that will make your TV story pitch successful.  Suggest a visual opportunity or event that the cameras can film and make it relevant.  For example, if your hotel is doing a charity event for low-income students, paint a picture with your words about what the cameras can expect to film when they are there:

• Will there be a large number of students?

• What will they be doing?

• What is the purpose of the event?

• What is the date/time/location of the event?

• Who will be available to be interviewed at the event?

Make sure that you provide all of the necessary info in an easy-to-scan pitch for best results.

Q: What is the newswire and should I be using it to distribute my press releases?

A: Newswires are press release distribution services.  A company can submit their press release online and it will be sent out electronically to news media, trade publications, websites, bloggers, etc.  Newswires are highly effective ways to distribute your release online to thousands of contacts/sites but unless you have a hugely newsworthy story, it probably won't translate into articles written about the story.  It will, however, generate many reprints of your press release online so you'll find that if you use SEO (embedded HTML links), it can greatly increase your online presence and clicks to your website.  In my opinion, this is the best use of newswires, not as a replacement for a full public relations program.  

Two of the most popular press release distribution services are Business Wire and PR Newswire, although today there are many lower-cost newswires available.  It is important to note that with newswires, you do often get what you pay for so it may be worth it to pay the extra money for one of the bigger (and more effective services).  

Newswires typically charge with an initial flat fee for the first 500 words (approx.) and then they charge per 100 words on top of that for national distribution.  For a release of around 700-800 words in length (depending on the newswire you choose), it could cost between $600-$1,500 per release.  With some releases you get trade distribution included, and with some services, they will include a small number of HTML links for free.  As I mentioned before, it is important to use your HTML links because they can greatly increase your online presence and improve your hotel's SEO efforts, but don't overdo it.  You can also choose to buy a "smart news release" which allows you to embed images, videos and additional HTML content into your release, but this is an extra cost as well.

As you can see, newswires can be very expensive and, in my opinion, they don't generate enough of an ROI to make them worthwhile for ongoing use but they do have their place in a company's PR toolbox.  

Q: I'm thinking about working with a PR agency instead of trying to do PR myself.  Do you have any recommendations on how to find the best agency for me?

A: First, it is very important to work with a firm that is knowledgeable and has experience in your industry.  Here's why: The travel industry is a very complex and ever-changing industry.  If a firm doesn't know the difference between ADR and RevPAR, then they aren't the right firm for you.  They won't be able to identify and create stories that really capture the industry and interest both trade and consumer media.  Also, a firm that has previous experience working in the travel industry will have already created and nurtured relationships with the media audiences that you'll be trying to reach.  It allows for less of a learning curve and will give your company more chance of securing bigger and more high-profile placements more quickly.  

Second, you'll want to do your research into the company's history, work philosophy and work processes.  Ask for references of previous or current clients.  Don't be afraid to call the references and ask questions about what it was like to work with the firm, how they operated, results that they were able to generate, etc.  Most reputable firms have clients who are happy and willing to talk about their experiences, so if they don't have references to offer, it could indicate a problem.  

Once you've found one (or more than one) agency who you think might have potential, ask them to put together a proposal for you on their services.  A proposal should include ideas on how they will achieve your goals, a timeline and also information about how their experience will help your company.  A proposal will also include pricing information.  There are many ways that PR firms price their services but the most popular are:

• On a project fee - A set fee for the entire project. This method of payment is best for a short-term project, but not for a long-term PR campaign.

• Hourly - The firm will charge hourly for all of the work that they do. I don't recommend this form of payment at all because it will typically cost way too much.

• Pay for placement - In this method of payment, you will pay a set amount for every placement that the firm generates for your company. Again, I don't recommend this form of payment; if you are paying $500 per placement and the firm gets your company 20 placements in a month, it can become very expensive.

• On a retainer basis - This is the best form of payment for a long-term PR campaign because it will get you the most results, for the least money. With a retainer, the PR firm will give your company a set number of hours for a set fee every month of a contracted period of time (typically around six to twelve months).

Finally, once you've received the proposal, make sure that you ask as many questions as needed until you feel comfortable signing on the dotted line.  A good PR firm will do what is necessary to ensure that you are happy and comfortable with the contract, because a good firm focuses on signing long-term clients (or partners, as we call our clients at TravelInk'd). 

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Did this information help you?  If you have other questions, I'd love to hear from you - please don't be shy!  Send an email to jlr@travelinkd.com. 

And don't forget to check back twice a month for more PR and Marketing Q&As.


About Jennifer Rodrigues

Jennifer Rodrigues, Visibility Specialist with ThinkInk and TravelInk'd, is a seasoned public relations professional with a passion for the hospitality industry, which is expressed in her role at ThinkInk's travel division, TravelInk'd.  At TravelInk'd, she is responsible for developing cost-effective and creative public relations and marketing strategies for clients in the travel and tourism, airline, lodging, cruise and meeting/event sectors.  For more information on TravelInk'd, please visit www.travelinkd.com or contact Jennifer at jlr@travelinkd.com.