THE MARKETOUR

A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM
April-May, 2001

GETTING "GOOD INK": An Eight-Step Approach to Publicizing Your Business

Savvy marketers know that positive publicity ("good ink") is key to any organization's success, working in conjunction with paid advertising and word-of-mouth to build a strong brand identity.
But how do you go about generating good ink? Here is an eight-step guide to putting your organization into the eyes of the media.

1. Develop a Media List
Creating a media list is the starting point of any publicity program. To do this you'll need to determine the cities where you'd like to receive media coverage. Then put together a list of newspapers, TV stations, radio stations and magazines that cover travel or your specific industry. Your local library or chamber of commerce may be able to help you compile such a list. If your budget allows, you may want to consider a service that offers listings of media contacts at newspapers, magazines, television and radio stations and even Web sites. Bacon's Media Source (312/922-2400) and Burrelle's (1-800-631-1160) are among the best known and most comprehensive.

When compiling the list, target travel editors at larger daily papers and magazines. For weeklies, use the editor as your contact. At television stations the assignment editor is your best bet, while at radio stations it is most likely the news director. Once compiled, call all contacts and verify their name, address and e-mail. Job changes are very common in journalism, so it is wise to update your list periodically. After developing a "primary" media list, you may also want to develop a secondary list with contacts from media outlets outside your primary market as well as niche publications. For example, consider Child or Family Life magazines for family travel, Modern Maturity magazine to address the senior group, or Bicycling, Backpacker and Boating magazines for their respective sports.
Once your lists have been compiled and checked, become familiar with the publications, programs and media in them. Demonstrating that you really know what a reporter or editor covers is the first step toward getting coverage from them.

2. Develop Newsworthy Releases
News releases are the backbone of the public relations business. Reporters receive literally hundreds of news releases each week, so the challenge is to make yours stand out from the clutter. Above all else, make sure your news warrants a release. Sending out a release that isn't newsworthy will poison the well for future releases. If you do have a legitimate news hook, write your release using Associated Press (AP) style guidelines. If you're not familiar with AP format, buy "The Associated Press Stylebook and Libel Manual" which is available at many bookstores. Your release (and all media materials) should include a contact name and phone number in the upper right-hand corner and should begin with a headline that's catchy and carries a news angle; it will make reporters want to read on.

Keep in mind that releases should focus on a single topic and should and use the "inverted pyramid" format - put the most important information first and the least important last. Include quotes that are conversational and pertinent and avoid "fluff" terminology, industry jargon and adjectives, informing with facts. It is also wise to include the name of your organization in the opening and closing paragraphs. Keep your release to two pages or less and make sure you proofread it before it goes out. If you have appropriate photography, include it with the news release - slides are preferable. Finally, distribute your news release in a timely fashion - old news rarely gets covered.

3. Develop a Media Kit
Media kits provide writers and editors with additional background information and are often kept as reference. Good media kits begin with memorable, matching letterhead and folder design. A distinctive and simple design with lots of white space works well. They should also feature great color slide photography - if you don't have it, pay a professional photographer to get it. It will be money well spent. Another tip: include different types of pieces. Put "hard" news in a release, and consider using other materials to fill in the detail. A fact sheet, sidebar story, feature story, trend piece, media advisory, how-to list, calendar of events, backgrounder...they all make sense to consider for inclusion in a media kit. However, you should choose your enclosures wisely. It's not necessary to send every brochure you've ever produced or reprints of every article ever written about your tourism offering. You'll make a better impression if you just pick your best materials.

4. Develop Powerful Feature Stories
A feature story is your chance to make the reporter's job easy. By pulling together great information, intriguing quotes and adding a human element, you've done a lot of the legwork a reporter would do in putting together an in-depth article. The first step is to choose a newsworthy subject. It doesn't have to be "breaking news" like the release, but should be timely for a reporter to consider it. A good idea is to tie into a travel trend, noting how your attraction, event or destination fits that trend. Gather statistics to back up the claim. Solicit quotes from credible third-party sources, since readers will interpret those quotes as endorsements. As with the release, keep the story to a reasonable length -- less than three pages is a good rule of thumb.

5. Writing Effective Photo Captions
Photos are a powerful publicity tool. If you have an interesting photo from a past event, think about sending it as part of a media kit or as a stand-alone. The photo caption must explain the picture to the reader; the challenge is to make it interesting with only limited space. Begin by making certain the caption "tells" the story through the who, what, when and where in the picture. Check spellings of names and places and remove as many adjectives as possible.

6. Use Media Advisories to Remind Reporters of Your Event
A media advisory is a quick and efficient reminder of an upcoming event or press conference. Limit it to one page. In a left-side column list WHAT, WHEN, WHERE, PRESENTERS (available for interviews) and PHOTO OPPORTUNITIES. In the right-hand column include a one- or two-sentence description corresponding to the left-hand sub-head. Like the press release, a contact name and number should appear in the upper right-hand corner. The headline should begin with the words MEDIA ADVISORY, followed by a short phrase describing the event and its purpose. Since reporter assignments are often finalized as late as the morning of your event, fax or e-mail this advisory one or two days before for best results.

7. Send Your Materials with an Effective Cover Letter
A well-written cover letter goes a long way toward increased pick-up of your release or feature story. First, research possible media outlets, get to know their editorial formats, and look for ways they might use the information you're providing. Then, personalize the cover letter. Suggest your story might work well in a certain column. Or give them a timely news hook. Provide a brief summary of materials you've enclosed, focusing on the most important information first. Keep the cover letter short and sweet -- no more than one page. Mention that you'll plan to follow up with them in a few days, but give them a direct phone number to contact you should they want additional information or to schedule interviews sooner than that. Finally, offer an exclusive, particularly for magazines and daily newspapers. If your first media choice isn't interested, move on to the next.

8. Follow-up with "New" News
If possible, hold back one nugget of information from your release. Then, after it has gone out, place a follow-up call to your media contact and let him know about the "new" news. Reporters don't like to be bothered with follow-up calls that just confirm they've received your mailing, but if you have additional information, they'll be more likely to talk to you.

Web Tips

Extranets Help Bring Tourism Partners Together

Over the past five years, travel and tourism Web sites have become one of the fastest growing sources of information for potential visitors. Loaded with information on everything from attractions to restaurants, many Web sites satisfy the hunger of consumers, but what about communicating industry news with fellow tourism partners in your area? From keeping industry partners abreast of meetings to sharing information on the latest developments, the new world of extranets is opening a door to communication between business partners.

Extranets have been around the cyberworld for a number of years now, but many people - including the Department of Tourism's new extranet partners - are just beginning to see the true value of their possibilities. Despite the formidable sounding name, an extranet in essence is an additional portion of an existing Web site used to store information that can be accessed by registered users via a password. Accessible 24 hours a day, seven days a week, the additional secure space can be used to store and share a variety of information including industry announcements, updated event information, contact information for other industry partners and possible joint marketing opportunities.

And the flow of information on extranets isn't limited to one direction. In addition to downloading needed information, partners can use the areas to upload information on their own upcoming events, promotions or other news. The Wisconsin Department of Tourism extranet works in precisely this fashion.

As more and more tourism attractions are joining together to sell their area as a complete destination, the free flow of information between partners will grow in importance, and extranets can lend a helping hand.

10-Second Writing Clinic

How do you know when to hyphenate? Just determine whether the words are used as a verb or an adjective. Rule 1: If a verb, it's usually two words. "We'll follow up with you tomorrow." Rule 2: If an adjective, it's usually hyphenated. "We'll provide follow-up questions."

P.R.'s Greatest Hits

• Wisconsin destinations are popping up in some of the biggest names in newsprint throughout the country. Great Wolf Lodge in Wisconsin Dells was featured in the January 26, 2001 edition of USA Today. Included in a feature titled "10 Great Places To Warm Up," Great Wolf Lodge's two indoor waterparks were billed as "an oasis in the snowy Midwest."

• Readers of the New York Post and NYPOST.com found themselves transported to the snowy wonderland of Kohler's American Club. The resort's top-grade amenities, John Michael Kohler Art Center, Kohler Design Center and the new Kohler Waters Spa were all highlighted in the February 20 article by travel writer David Landsel.

Media Leads

• Travel writer Joanne Keating, whose works have appeared in Reader's Digest and Chatelaine magazine as well as numerous Web sites, is currently searching for family travel ideas for her weekly family travel column on the Canadian Parents Online Web site (www.canadianparents.com). Press kits and additional information on great family destinations can be e-mailed to Joanne at cocophoto@hotmail.com

• American Profile, a weekly full color magazine that celebrates hometown American life, is looking for travel destinations where small town American values and fun are still alive and kicking to spotlight in upcoming issues. Press kits and calendars of events can be sent to Peter Fosse, 341 Cool Springs Boulevard, Suite 400, Franklin, TN 37067.