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Issue 1
in this issue
  • Ten Tips for Writing Winning Press Releases
  • Meet the Media: USA Today
  • Executive Forum: USTOA
  • Looking Ahead
  • Public Speaking Tip
  • P.R.: Double Exposure
  • Sound Off
  • Refer a Colleague
  • About Us

     

    		•

    Editor's Corner

    Welcome to the debut issue of the Travel P.R. Report. In this and following issues we'll provide timely information, hints, and a digest of what's going on, to help you get the most from your public relations activities.

    We lead off with a discussion of what makes a good press release, then give you insight into what type of travel news editors and reporters want.

    We'll interview industry executives to find out what their P.R. challenges are and how they respond to them. There is also a quick look at what lies ahead for the year, to help you provide media-savvy service,

    Public Speaking hints and an opportunity for you to provide feedback round out this issue.

    We hope you enjoy The Travel P.R. Report, and look forward to your comments.


    Linda R. Kundell

    		Ten Tips for Writing Winning Press Releases

    Editors today receive hundreds of press releases via mail and e-mail each day. What makes a good release that separates yours from the competition- one that grabs an editor's attention?

    Here are the first five of ten tips:

    • Lead with the 5 "W's" : who, what, when, where, and why. Editors are short- staffed and time- strapped. If you don't hit them with the essentials in the first paragraph, they may not look beyond.
    • Be direct. Flowery prose may sound good in brochures, but it's not appropriate in press releases. The job of the press release is to provide the basic ingredients in a clear, concise manner with flair. Leave the flavoring to the editor.

    • Keep sentences short. Short sentences are easier to read, especially for busy editors and reports.

    • Stick to the facts. As Dragnet's Jack Web used to say, "The facts, ma'am, nothing but the facts." If you make a claim (ie "We are the biggest and oldest," etc.), be sure to back it up with supporting facts, such as how many passengers you accommodate, and when your company was founded.

    • Avoid superlatives. A good press release should be objective and avoid value judgments. When was the last time you saw words like "fantastic" and "fabulous" used in a travel article?

      Tips 6 - 10 will be covered in our next issue.

    		Meet the Media: USA Today
    Vernoica Stoddart

    Interview with Veronica Stoddart
    Travel Editor, USA Today

    Q: Is there a trend in travel reporting?
    A: For USA TODAY, it's trend reporting in general. We try to identify and report on the latest trends in travel, and that drives much of our coverage. Our definition of a trend is three examples of something.

    Q: What in your opinion makes a good press release?
    A: One that states quickly and succinctly the purpose of the release. An informative headline (or subject line in the case of e-mailed releases) is absolutely paramount to help editors/reporters quickly grasp the content of the release.

    Q: What kinds of information are you looking for?
    A: What's new, innovative, unusual, trend- setting, etc. Also of interest is seasonal information (pegged to holidays, or seasonal travel, for example). And of particular interest for USA TODAY's travel section is anything pegged to pop culture, Hollywood movies or TV shows (i.e., hotel packages that tie in to a hit show or tours based on blockbuster movies or books, etc.).

    Q: What kind of information don't you want?
    A: Don't overstate or exaggerate the pitch. If something is not the first, or the largest, or the only one of its kind, don't say that. It is misleading and often sends us on a wild-goose chase, only to be disappointed. Also, avoid sending insider trade information (new general manager appointment, for example) to a consumer publication.

    Q: Anything else you would like to add?
    A: To increase your chances of coverage in USA TODAY, show why your client is part of a larger trend. Savvy P.R. people who have done this have scored stories.

    		Executive Forum: USTOA
    1

    Interview with Bob Whitley,
    President, United States Tour Operators Association

    In each issue we highlight an industry figure and the public relations challenges they face.

    Q: What is the biggest P.R. Challenge USTOA Faces?
    A: We have two major challenges. One is that there are only "x" number of ways you can tell the USTOA story and make it interesting enough for the media. As a nonprofit, we aren't allowed to commercialize our products, so we are limited on our message, especially about consumer protection.

    Gathering data from our members is the second biggest challenge mainly because we are not on our members' minds on a daily basis. As a trade association, our members are together only three days a year during our annual conference. For many, once they leave the conference they forget about the association. They have their companies rather than the association, top of mind.

    And since the company owner is the USTOA member, he or she doesn't always communicate to their staff about association projects. If the VP of marketing, rather than CEO, were the member we probably wouldn't have this problem.

    Q: How have you addressed these challenges?
    A: Our public relations program has found creative ways to sell the concept of promoting vacation packages and the value of USTOA membership. For instance, we developed a Vacation Personality Quiz to showcase the rich variety of today's tours and packages. We also addressed the consumer protection question through developing case studies of how our members have assisted travelers in times of crisis.

    In terms of getting our members to provide data, those who cooperate end up with the publicity. We have also started a Member e-news mailing to keep the membership advised of our activities.

    Q: What is the most frequently-asked question from reporters?
    A: It's always the same question and something negative: crises, currency devaluations, hurricanes, airline strikes and their effects on travel and business. Today it's the Euro, in 1978 it was the gas crisis, in 1991 the Gulf War.

    From the PR side, crisis management and communications are crucial and the number one concern for an association.

    Q: Is there a trend in the types of questions asked?
    A: Right now we're seeing a lot of questions concerning the value of the dollar and its effect on tourism, particularly to Europe. Predictions on where and how Americans will be traveling are popular, especially at the beginning of the year. Reporters also ask about tour operator cancellation policies any time there is a large crisis, such as the December tsunami.

    		Looking Ahead

    Food for Thought

    For 2005, we see a number of factors affecting the travel picture. These issues and trends can provide effective "news angles" for your press releases and media contact.

    For instance, at Kundell Communications we capitalized on the trend toward more active vacations for baby boomers by publicizing a dedicated snorkeling package to the South Pacific created by one of our clients. The information was picked up by a number of newspapers, including the Los Angeles Times, which featured the package as a lead item. The newspaper also used a client- provided photo, which gave the client added visibility.

    The following are the positives and negatives that can help you angle your P.R. information.

    The Positives

    • The industry has withstood dramatic changes, and continues to adapt to a changing environment.
    • The economy is generally looking up.
    • Travel today is considered a necessity, and an important escape from everyday stresses.
    • The market is adapting to the new “Baby Boomers” who are looking for more active and unusual vacations.
    • The new “older adult,” aged 60 and above, those who are active and vital, will continue to be good prospects for travel
    • Travelers are adjusting to a world with new security demands.
    • Family and intergenerational travel have become more important since 9/11.
    • The luxury travel market has proven to be resilient, despite ups and downs in the economy at large.

    The Negatives

    • Although the economy is looking up, a full-scale recovery affecting discretionary spending may be a way off.
    • The airlines, especially the “legacy” carriers continue to cope with billion-dollar losses.
    • Rising fuel prices can impact travel by private automobile as well as airlines.
    • With the rise of the Internet as a research/booking tool, people are looking for “deals” and discounts more than ever.
    • “Time poverty” will continue to lead to shorter trips
    • Fear of disease such as an avian flu epidemic could impact consumer interest in both land and air travel

    		Public Speaking Tip

    Make it easy for someone to get back to you. Remember to slow down when giving addresses, phone numbers or e-mail addresses. This is particularly important when you're leaving a phone message.

    Here's a trick we use for our public speaking training at Kundell Communications: Repeat a phone number or address several times in s..l..o..w motion. It will probably feel uncomfortable at first. Once you get used to it, you'll find that you'll instinctively slow down when giving phone numbers and addresses.

    		P.R.: Double Exposure

    The Internet has been a boon to P.R. When your press information is picked up by a newspaper, the material usually also runs on the newspaper's web site.

    Unlike ads, which would have to be a separate buy (and are easy for a web user to block), editorial content usually appears in its entirety, including photos. You're essentially getting double the exposure for your dollars!

    		Sound Off

    We'd like to hear from you. Please send us your comments, questions, opinions, and suggestions on what you would like to see. Please send all suggestions to LRKPR@aol.com

    		Refer a Colleague

    If you enjoy this issue, feel free to share it with a colleague. If you're not already a subscriber, it's easy and it's free.

    		About Us

    Kundell Communications provides a wide range of public relations and marketing communications programs to the travel, tourism and lifestyle industries, from targeted local efforts to nationwide multimedia campaigns. A training division offers seminars in public relations and public speaking techniques. The firm brings more than 30 years experience and a roster of top-quality professionals.

    Contact us at 646-495-5300 or 212-877-2798, e- mail Kundellcom@nyc.rr.com or Linda@kundellcommunications.com

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