Welcome to the second issue of This Ore That, Ore Communications’ quarterly client newsletter. Here, we’ll share key industry trends, news and quick public relations tips to help you get the most from your public relations investment.
What’s new in travel industry public relations
Why PR Matters
In the April 6 issue of PRWeek, an industry trade publication, Brett Turner lists 10 reasons why public relations matters in a down economy.
- Public relations provides better ROI than most other forms of communication.
- No other form of communication can persuade and change public opinion more effectively than public relations.
- The most effective way to weather the short-term financial storm in light of long-term marketing objectives.
- It’s the way to bite into your competitor’s market share by consistency increasing awareness among your target audience in a down cycle.
Want more? Check out “Why PR Matters in a Down Economy.”
How the Press Uses Public Relations
A new national study from Cision, Inc., and the Strategic Public Relations program at George Washington University’s Graduate School of Political Management offers valuable insight into what the news media is seeking from the public relations community today. For those of us with Ore Communications, much of the material is confirmation rather than new information, but serves as excellent reminders on why and how we communicate as we do.
“How the Press Uses and Values Public Relations and Other Media Resources,” discusses how journalists use and value public relations assistance, media databases, and other traditional and online resources for research, story ideas, and other purposes. Some of the key findings include:
- Web site use: By far, journalists look to organizations’ Web sites more than anywhere else in their editing and reporting, and for identifying story ideas Among those age 30-49, 94 percent use Web sites “all the time,” followed by those age 50 and older (92 percent) and then those age 29 or younger (91 percent).
What it means for our clients: Developing a News Room or Media Center for your Web site, and keeping it fresh and up-to-date, is critical.
- Blogs and online media sites are used almost as often as trade journals, overall.
What it means for our clients: We understand the importance of online media. While we continue to pitch and work with traditional (hard-copy) media, we also focus on online media, knowing that online stories drive more and more consumer travel today.
- More than 94 percent of journalists use ideas submitted by public relations professionals.
What it means for our clients: Your investment in news media relations is a wise one…Our research-driven pitches are how stories are made!
- Journalists across the board say that providing materials with these criteria in mind will generate the greatest success:
- Be more relevant to their beat/area of interest.
- Be less promotional.
- Provide stronger story ideas based on their individual media outlets.
- Submit professional, well-written materials that follow Associated Press Style.
- Use less boilerplate. One or two sentences suffice.
What it means for our clients: We follow these, and other criteria, to get you results. We understand that communicating with journalists is different from marketing communications, and we know how to portray your organization to get noticed.
Got news?
The media is always on the lookout for fresh, new, unique information. If you have news, make sure to let us know the details so we can get the word out.
* Events
* Specials
* Packages
* Trends you are observing and/or pithy comments on industry trends
Share the Wealth!
Remember: When your organization is mentioned in an article, broadcast segment or blog, let employees, vendors, suppliers, customers, partners and other associates know. We can quickly put together a short message for you to distribute via e-mail or as part of direct mail. Just let us know if we can help.
Questions, ideas, comments? Contact Gaylene at gaylene@orecommunications.com or 970-887-2536. We know that media relations is not always intuitive and can be downright confusing at times…We’re here to help!
Tags: newsletter, PR trends