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Issue 2
in this issue
  • Ten Tips for Writing Winning Press Releases: Part 2
  • Meet the Media: KNX 1070 AM Radio
  • How to spin like a pro
  • Public Speaking Tip
  • Trends
  • Consider This
  • Tidbits
  • Refer a Colleague
  • About Us

    		•

    Editor's Corner

    Welcome back! Since our premier edition we've been hard at work and now we're back with more tips and news to help you polish your PR activities.

    In our previous issue we presented you with the first five of ten tips for successful press releases. Here, we return with the remaining five. For smart pitching advice we went straight to the source and talked to travel editor John Clayton of KNX 1070 AM Radio, one of the largest radio stations in Southern California.

    We'll show you the surprising "spin" power of owning up responsibly, and how NASA came out on top of a potentially destructive situation with a few honest words.

    There are also helpful public speaking hints, media trends, and some quick takes we think you'll find interesting. 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: Part 2

    In our last newsletter we provided the first five of ten tips to make your release the one that stands out in a crowd. Here, the remaining five:

    Eliminate jargon. This is especially important with consumer press. Eliminate techno-speak and industry lingo. Remember, the ultimate end user is the reader or viewer.

    Tell the reader what's in it for him or her. What is the benefit to the reader? Will he or she save money, learn "inside intelligence," or become a better educated consumer?

    Provide news. A new general manager or CEO may be important to your company, but ask yourself whether it will impact the consumer or the travel agent.

    Find a timely "hook" or angle. Look for stories or trends in the news, for example: the rise of the Euro, weather events, special events or seasonal stories.

    Avoid meaningless quotes. Sure the CEO or company president wants to be quoted, but unless you can come up with real news and information, skip it.

    Click here for the first five.

    		Meet the Media: KNX 1070 AM Radio
    John Clayton

    Interview with John Clayton, Travel Editor, KNX 1070 AM Radio

    Clayton's radio spot, "John Clayton's Travel With a Difference," is heard by over one million listeners in Southern California and airs five times each day with a fresh story every Saturday and Sunday. A radio travel host since the early 90's, he joined KNX in 2002 and is both an active member of the Society of American Travel Writers, and a former PR executive himself. He receives 500-700 pitches a month for his show.

    Click here to listen to John Clayton's "Travel With a Difference."

    Clayton offers this up-front advice: as a reporter I have written over 6,000 two minute pieces and it is amazing what you can say in that short a period if you work on it.

    Q: What makes a good press release?
    A: Put everything important right up front. The headline and the first line of the first paragraph must grab my attention immediately. Sometimes the story sounds appealing, but I don't like to read the second page to get to the meat of the story.

    Q: What kinds of information are you looking for?
    A: Anything offbeat or different. Statistics, provided they're accurate, are always interesting. Appeal to my interest—for example, I love ships, trains, and planes.

    Q: What kind of information don't you want?
    A: Inside company information like stuff about people being promoted internally. Not only is it irrelevant to me, it makes me take that company less seriously. Then, when I see their emails in the future I'm less likely to pay attention to them-quicker to hit delete. Also avoid lines like "this is perfect for your publication" when it's obviously a mass email.

    Q: Is there a trend in travel reporting?
     A: Packages that give people more value for their money are on the rise. The cruise industry has also grown enormously.

    		 How to spin like a pro

    Making negatives work for you

    "Spinning"—simply put, is media jargon for turning a negative story into a positive one. Negatives are a part of life and even though no one likes bad news, they can be turned into positive public relations. Read on to find out how William Parsons, manager of the Discovery Shuttle program, made NASA look good in spite of bad news.

    Problem: When pieces of foam fell off the Discovery Space Shuttle, creating a potentially dangerous situation, the flight quickly turned into a negative story. Parsons instantly owned up to the fact that it was a bad day for NASA—that despite their best efforts there was a problem. "We decided it was safe to fly as is. Obviously, we were wrong," he announced.

    Asked whether NASA had been in too much of a hurry to relaunch, Parson's replied "we felt we had looked at everything and we did repair the foam. This is a test vehicle; we cannot recreate the same environment on the ground. We have work to do and we will do it."

    Then came the kicker: "Do you have a fall-back position for the shuttle's reentry?" "There are certain things we can do," he explained. "I'll be right up front; if we had to launch a rescue, it would be a very difficult decision, but we are in the business of difficult decisions." The shuttle landing ended happily, and NASA was off the hook for the moment.

    Solution: Parsons had answered all questions directly and promptly. By doing so he turned a negative into a positive. When it's obvious that something has gone wrong, the best thing to do is to admit it. That way there are no "smoking guns," and you have the confidence of your public that you are forthcoming and not trying to hide anything.

    		Public Speaking Tip

    Panel Pointers

    At a luncheon I attended with a panel of prominent T.V. producers, I was surprised by some of the basic mistakes these pros made.

    So, here are some pointers to keep in mind.

    • At the podium, unless you're in a small room and know that you can be heard clear at the back, step up and talk into the microphone.
    • When you're seated as a panelist, speak directly into the mike. Turn your head sideways and you won't be heard. If there is no mike at your place, use your neighbor's.
    • For audience questions, be sure to repeat each question before answering.
    • Find out what your time limit is for speaking, and limit your remarks to that.

    		 Trends

    Travel Trends

    USTOA Consumer Survey Reveals Internet, Word of Mouth Prime Sources of Vacation Information

    The internet placed top as the single primary source of information when planning a vacation, cited by more than 35% of respondents, in a recent telephone survey conducted for the U.S. Tour Operators Association. That number increased to 46% of those with college educations. Word of mouth was a strong second, with nearly 30% of respondents reporting this as their primary source, while travel agents placed third at slightly more than 10%.
    Word of mouth was higher for women (33% of women vs. 24% of men), while slightly more men favored internet sites (39% vs. women 33%) as their main source of information.


    Trends in Type

    Think website type is too small? There's hope on the horizon!

    For those with bad vision, eye-strain might soon be a headache of the past. Wired.com just launched a new website version using print-size to signal an article's popularity-larger print means more views.

    The print world has been successfully drawing in readers with supersize type, so it only makes sense that websites are poised to follow suit.

    Is Wired really on the cutting edge of something Big? Only time will tell.

    		Consider This

    Advertising or P.R.? The price of ONE full- page ad in a consumer magazine or newspaper can buy you a year's Public Relations campaign. While we don't advocate dropping your advertising, P.R. should be an integral part of your marketing mix.

    		Tidbits

    Computer Problems?

    You're Not Alone. According to Internet World's Internet Busines, the average American spends more than a full work week each year simply dealing with computer problems.

    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

    Editor: Laura Michonski

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    phone: 646-495-5300 or 212-877-2798