3 PR & Marketing Tactics to Dump in 2017

By Julie Wright—President and Founder

Twitter: @JulieWright

Out with the old. In with the new! What stale PR and marketing tactics will you shed in 2017?

I’ve got a few on my naughty list this holiday season. They’re activities that perhaps at one time were strategic but now are automatic things PR and marketing professionals are doing without really thinking. Isn’t it time to leave these three things behind?

  1. Your Press Releases No One Reads

Away documents Free PhotoIt’s well past time to ditch the traditional press release.

If you want media coverage, then spend your energy and budget on developing your brand’s story and pitching it to a carefully cultivated list of media targets.

Just as advertising is the price you pay for being unremarkable, press releases are what you do when you don’t have a real PR strategy.

They’re a PR crutch and are often abused by people who think press releases are public relations.

In 2017, empower your agency or PR department to generate media coverage with creative ideas and storytelling. Focus on your communications goals and then determine if press releases are really going to help you achieve them. If not, get creative and strategic with the tactics that will actually impact your communications and business goals.

While they may not generate media coverage, you can be strategic in your use of press releases.  Use them to raise online visibility for your brand or key content to spur discovery through keyword analysis and search engine-optimized content, and to share exceptional visual content such as great photos, videos and graphics.

Just don’t continue putting them out as a proxy for a real PR strategy.

  1. Your Facebook Page that No One Sees

Facebook social media Free Vector How much time does your team spend drafting and posting content to Facebook? Now how many likes or comments does that content get you? How much traffic to your website? How much brand engagement and equity is all this effort producing?

Be honest with yourself. Is it worth it? What would happen to your business if you dumped your Facebook page? Or your Twitter account, for that matter?

If you’re doing it right, hopefully the answer would be “quite a lot.” Website visits would fall, event attendance dip and top of mind awareness would suffer.

If you can’t answer that question satisfactorily, take a hard look at what you’ve been doing and ask yourself why? Do you know what impact you want this activity to have on your business?

Now flip things around and pretend that Facebook was your only channel for reaching your audience. How would you approach it differently? Would you do more research and target better? Would you dedicate more budget to advertising? Would you study what type of content performs best?

So develop a plan in 2017 to do social media right. Or stop doing it.

Set goals for your social media activity that will support the impact you want to see for your business and then produce the content, schedule, promotion and targeting that will reach them.

  1. The Content You Spend More Time Marketing than Your Actual Product or Service

I get the concept behind content marketing. Provide people with helpful, well-packaged information that draws them in and predisposes them to like, trust and value your business so they’ll consider doing business with you.

Time and money Free Vector Do this on a massive scale and you’ll have a lead generation machine, the theory goes. With every blog post or white paper, an email has been captured so that the prospect can be continuously marketed with more friendly, helpful emails, blog posts and white papers.

That said, it’s a shit-ton of work to do this right. And if you’re the prospect, you could now have five or 10 companies trying to move you through their content marketing funnel. Your email inbox will implode!

So how much of your marketing department’s time or agency budget do you want to spend generating and marketing helpful blog posts, infographics, videos, white papers and case studies, and how much do you want to spend actually marketing your product or service to your target buyers?

I may be out of fashion here, but content marketing has to have jumped the shark a few years ago.

“With over 90% of B2B marketers cranking out ‘content,’ prospective buyers are inundated with information.”

How many buyers will be saying to themselves in 2017, “Boy, if only I could find more content?” I’m skeptical. Content is important but it is not the end in and of itself. It’s the means to an end. So in 2017 stop slaving away at the content game and make sure it’s serving your needs and not vice versa.

What tactics will you be dumping in 2017? Let us know with a comment or tweet!

Robot writing with a pen Free Photo

Hospitality PR 101: How to Nail that TV Interview

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By Shae Geary, Senior Communications Strategist

Working with local TV stations is a great way to promote hospitality client partners. From special events to staycation specials, hotels and destinations often produce interesting fodder for morning news programs that want to share unique local personalities and fun activities with their viewers. Getting the attention of TV producers and reporters requires the right pitch, and there’s more than one way to do it. For a chance at an on-camera spotlight, here are a few things to keep in mind:

Visuals! Movement!

One of my most memorable segments involved a reporter broadcasting from a plush hotel bed on the deck of a newly opened ocean view hotel pool. It was not only quirky and fun, but also succeeded in showing off both the hotel pool and its world-famous bedding in a way that was more visually interesting than a bed in a hotel room. TV is a visual medium, so anything that plays to the camera, whether interesting, unexpected, unusual or just bright and colorful, has a better chance of nabbing a reporter’s interest. It’s equally important for segments to have movement and activity, such as a chef cooking up a signature dish or guests playing in the pool. In your pitch, offer some ideas for the types of activities that can be featured on camera. The more likely a reporter is to visualize the segment, the better your chances of securing coverage.

Bring The Hotel to The Studio

In-studio TV appearances are a great alternative when a TV station can’t come to you. In your pitch, offer ideas for bringing a destination experience to the studio. We recently had success working with a local TV station to promote a romantic sunset beach picnic program. The picnic scene was recreated on the studio’s back lot and paired with a live chef’s demonstration of making an easy, aphrodisiac inspired salad. It was a pretty close second to actually doing the segment on the beach and succeeded in conveying the program’s dreamy, coastal vibe.

Exclusive Access

Viewers love to go behind the scenes, so seize the day when the opportunity arises. To generate excitement and positive community buzz for a new TV show filmed in Oceanside, (one of our destination client partners), we invited a local reporter to spend a day on-set with special access to wardrobe, props, cast trailers and show producers. The segments were a hit because the audience was able to experience the show from a perspective usually limited to cast and crew. For a hotel client, ideas for segments could include access to an exclusive Presidential Suite or over-the-top guest experience.

Partnerships

If a hospitality client partner doesn’t have a particularly compelling story to tell, all is not lost! Linking up with complementary non-profits or local businesses can be just the ticket for nabbing some airtime. A good example is the recent partnership between Cape Rey Carlsbad resort and Project Mermaid. The ocean view hotel pool was the perfect backdrop for a live TV remote that highlighted special mermaid photo sessions, where a local TV personality joined in on the fun. The project helps raise money for ocean conservation, a cause also supported by the hotel. In each segment, the hotel was identified by beautiful shots of the pool and surrounding coastal view. The TV segments drew huge interest, as did social media posts from the shoot.

If you are looking to get your business on TV, let us help! We’d love to chat, so give us a call or visit us here.

Hospitality PR Pros: Interview, Don’t Pitch, Travel Writers

By Julie Wright, President

Twitter: @juliewright

What happens when 25 travel media and an equal number of hospitality PR professionals are put in a room together for lunch? First, it gets really loud.

Second, if those 25 travel media are from Vancouver and the travel PR pros are from California (including destination marketing professionals from San Diego and Palm Springs), they’ll quickly find a lot in common.

For example, Vancouver media like sunshine: we have a ready supply! They like active outdoor fun: we make great hiking, surfing and cycling buddies. They’re into fresh, healthy and creative dining washed down with a delicious craft beer: all are abundant in San Diego and California.

A couple weeks ago was National Tourism and Travel Week in the U.S., and I spent Tuesday at a Visit California luncheon at the Vancouver Art Gallery talking with Canadian travel media about our client partner Visit Oceanside.

The format of the event was a progressive luncheon where the media stayed at one of five tables and the hospitality PR representatives rotated to a new table with each course. It was a fast, fun way to make sure everyone got a chance to connect and enjoy quality time.

I have attended similar events in Vancouver and the Bay Area about a year to a year and a half ago. At those events I was representing all of our hospitality PR clients – from Tenaya Lodge at Yosemite and Sequoia and Kings Canyon National Parks to hotel and resort properties in Carlsbad, Del Mar, North Park, the Gaslamp, Coronado and Borrego Springs. Each has unique qualities (natural splendor, historic preservation, beach fun, desert serenity, hipster chic, family escapes, spas, wellness, fantastic dining and stargazing) and I felt such pressure to get each of their stories out and cram all of the information I could into every encounter I had. At the conclusion of those prior events, I felt like I hadn’t really made the connections or created the opportunities that I had set out to build.

With that in mind, I changed my approach for this luncheon. Instead of trying to get my story out, I focused first on the travel writer’s stories. I learned as much as I could in the time available–what do you write about, who do you write for, what drew you to travel writing, what have you written about most recently, what kinds of stories do you like to tell, what do you think of San Diego and California?

And a funny thing happened. I learned enough about each writer and TV producer to know which travel experiences and story angles would resonate with them. I now know who wants to cover skate parks and extreme sports spotlighting Oceanside’s active lifestyle opportunities. I know who wants to pursue the perfect fish taco. I know who might like to drive the Hops Highway (or at least sit shotgun for a North County beer tour). More than that, I also felt like I made some new friends and sincerely hope to welcome these folks to Oceanside over the coming year and share a future meal or drink with them.

All that is left to do now is ask them what time of year they’d like to make the trip, follow up and get it on everyone’s calendar.

At (W)right On Communications, we’re always evaluating and evolving our approach to getting our clients’ stories out. If you have a hospitality story you want promoted, we’ve got the perfect connection. Get in touch and we’ll match your story with the ideal storyteller.