Making A Splash - Tourism Australia
Makinga SplashGENERATING PUBLICITY FOR AUSTRALIAA practical guide for working with the mediaA practical guide to working with the media 1
ContentsIntroduction 3Section 1: Working with the media 4What is public and media relations? 5Section 2: Generating your own publicity 6Media releases 8Preparing a media kit 10Producing a newsletter 10Using photographs, images and video 12Using online news centres 14Answering media enquiries 15Holding a press conference or media event 15Media familiarisations 17Using Social Media 18Next steps 20Section 3: Tourism Australia publicity programs 21International Media Hosting Program 22Advocacy 22How to get involved 23Section 4: Contacts 242 A practical guide to working with the media
IntroductionThis guide has been created to help you understand what the media is, how itworks, and how you can better promote your product or experience through avariety of media channels. It offers an insight into Tourism Australia’s media andpublicity programs and how you can be involved.Establishing a good reputation is one of the many important aspects of runninga profitable business. How your business is perceived can greatly affect yourbottom line. Generating positive publicity is a vital component in establishingand maintaining your reputation.International publicity opportunities are available in all of Tourism Australia’skey international markets. From a journalist visit or pick up from a media release,your product could be exposed to a wide and varied audience of millions or amore select audience who have a direct interest in your product.Publicity can generate a powerful media endorsement – which acts effectively asa word-of-mouth recommendation. It delivers audiences that are most likely to beinterested in Australia, have the available income to travel and are motivated bythe type of experience being showcased.But how do you achieve publicity and what do you need to do for media to takenote of your product or experience?A practical guide to working with the media 3
Section 1:Working withthe mediaSome tips to build goodmedia relationships include: Study the media to develop a ‘news sense’ so you cangain a good understanding of the types of items thatare of interest to specific members of the media. Lookat what information they present; how they presentthe information; and determine their audience/readers/listeners. Find out the lead times and deadlines for the mediayou are targeting – they vary with the type ofpublication you are targeting. For example, newsitems for print, radio and television have short leadtimes and can appear quickly, while feature articles,are planned well in advance, often requiring up to sixmonths of lead time. Get the names of relevant journalists and theircontact details, check how they best like to receivemedia information and keep this list up to date. Always provide accurate information on time. Invite them to your property, restaurant, tour or eventwhen appropriate. Make the effort to get to know your local media asthey are often hungry for local news stories. Make contact on a regular basis, once you haveestablished the relationship, but only when you canprovide key information.4 A practical guide to working with the media
What is publicand media relations?One of the most cost-effective ways ofpromoting your product or experience isby generating publicity through the media.Public Relations [PR] is when the public, often through themedia, notices you. Media relations is the work you do to benoticed and get editorial coverage in the media. It is differentfrom advertising, where you pay for space to promote yourbusiness. Media relations is not bought or controlled by you,but by the journalist and their editors. The most resourceintensive part of media relations is the time and effort you putin to making it work for you.Editorial is perceived to be more credible than advertising, as itrelies on an independent source to write about and review yourbusiness. It also has the advantage of communicating a greaterdepth of information than can be included in an ad.WHO ARE THE MEDIA?The media delivers information to the public throughnewspapers, magazines, television, radio and online.Journalists and reporters are the people who write orpresent the news and feature stories and editors controlthe final content.Newspapers are often geographically focused. They canbe national, such as The Australian, state-based, such asthe Sydney Morning Herald or The Age; and local, such asthe Wentworth Courier. Sections are generally dedicatedto particular topics such as news, sport, business, lifestyleand travel. Travel sections or regular travel columns are ofparticular interest to tourism marketers. Some newspapersalso have free magazines inserts, such as Good Weekend orSunday Style.Magazines are usually more topic-specific and targetedat the interests of a particular audience, e.g., women’slifestyle, news and current affairs, food and travel magazines.Magazines are usually weekly, monthly, bimonthly andquarterly, and their editors rely more heavily than newspaperson good pictures and will also devote several pages toparticular stories if they are strong enough.Online is the internet. Online refers to content that is publishedon the internet. The main areas of focus are online editions ofexisting print outlets, standalone websites, blogs and socialA practical guide to working with the media media platforms. User-generated content is a medium whichis growing rapidly among the general public (the new selfpublishers) and bloggers, who often write about topics centeredaround specific themes.Television consists of commercial television stations such asNBC, non-commercial stations such as BBC), and pay televisionsuch as Foxtel. Each of these stations presents informationthrough a variety of programs encompassing news, currentaffairs, lifestyle/travel, documentaries, dramas and comedy.Television relies heavily on good visuals to tell a story. Generally,if you don’t have a good visual angle to your story, televisionprograms won’t be interested.Radio also consists of commercial, non-commercial andcommunity radio stations. Radio provides information tolisteners via news, current affairs, and talk back programs.Information is presented in segments as short as 15 secondsor segments lasting five to ten minutes. It relies on brevityand people who are articulate. Normally, interviews arerecorded live, however some radio staff will allow prerecorded interviews if the talent is not available at thespecific time requested.BUILDING GOODMEDIA RELATIONSHIPSBuilding relationships with the media is important for yourbusiness – journalists enjoy dealing with people that can assistthem in their work.Try to familiarise yourself with all forms of media and thedifferent titles or programs within them. It is important todevelop an understanding of the difference between news andfeature journalists and consumer and trade journalists; they willlook for stories that appeal to their audience. A news editor willlook for straightforward news stories, such as new informationabout something that has or will happen; a features editor willbe more interested in an in-depth story; consumer media willlook for stories that appeal to the public; while trade media willbe interested in material that is of interest to the industry.5
Section 2:Generating yourown publicityPublicity is all about generatingawareness of your organisation,product or service through nonadvertising channels.You can generate media coverage by sendingproduct information to media contacts at atargeted publication, or by inviting a journalistfrom that publication to experience yourproduct first-hand.As part of your marketing program, it isimportant to develop ‘media ready’ materialsthat will encourage a journalist or editor towrite a story on your product. Media seeknewsworthy stories that are timely, differentor unique, have a human interest element orprovide eye catching and emotive visuals.A variety of methods can be used forcommunicating with the media. The followingis some practical information on how to developmedia materials and tools for your business. Writing a media release Preparing a media kit Producing a newsletter Using photographs, images and video Using online news centres Answering media queries Holding a press conference or media event Media familiarisations Using social media6 A practical guide to working with the media
A practical guide to working with the media 7
media releasesWhether you have newsfor the media, or want tobring their attention to afeature story idea, you haveto tailor your informationfor the relevant audienceof each media organisationyou are targeting – andput an interesting angleon the story. The bestway of letting any mediaorganisation know aboutyour product is to sendthem a media release.WHAT IS A MEDIA RELEASE?A media release is a written statement that provides information in a ready-to-publishform that you send to a journalist or editor to make an announcement or inform themof something you would like reported.The media release is one of the most fundamental PR tools, but it is also easy to getwrong. A well composed media release that explains the ‘story’, answers practicalquestions and provides the right type of information, will often make the differencebetween whether an item is published or not.Often, and in a matter of moments, editors will judge the newsworthiness andtimeliness of your media release for their publication or program, which makes itessential to get the media release right.WRITING A MEDIA RELEASEPreparation is the key to getting the best results. The following tips should help to getyou started:Before you start to write Make a list of publications and programs that you would like to appear in, that suityour product and service and reach your target audience. This could be the localpaper or travel trade publication. Get the names of relevant journalists and their contacts details, check how theybest like to receive media information and keep this list up to date. Identify the target media and what type of story will appeal to their audience. Find out their lead times and deadlines – timeliness is important when sending outa media release.Media release formatTips for writingmedia releases Do your preparation, buildup and maintain yourcontact lists. Make sure you have astory, that it is new andit is interesting to thejournalist’s target audience.8 Once you have decided that you have a newsworthy story, identified a journalist whomay be interested in it, the deadlines and the tone and style that suits the particularmedia outlet, the next step is to start writing.MEDIA RELEASE STYLE TIPSWhen writing your media release, consider the following style tips: Always use clear, simple language and avoid jargon. Explain difficult terms or otherbackground information in notes to editors. Pay attention to grammar, punctuation, capitalisation, spelling out of numbers etc.A style guide can be a useful reference to help you get it right. Write clearly, conciselyand jargon free. Spell out abbreviations and names of states. Preferred styles for these differ somuch from publication to publication that it is better to spell everything in full toavoid confusion among the media and their audience. Make sure a journalist has yourcorrect details and that yourare contactable. Make sure that you have included all relevant information that the journalist willneed to know, such as prices, inclusions, validity for any special offers and your fullcontact details. Have high-res (1MB) picturesreadily available. Copy should be written in third person, i.e., the “he-she” form as in: “he said” The most important tip is to make it as easy for the journalist to understand yourstory or get in touch with you for more information.A practical guide to working with the media
SUGGESTED MEDIA RELEASE TEMPLATEYour logoMEDIA RELEASEIssued: (date)TITLE (make it brief and attention grabbing but not gimmicky)The first sentence should be a summary of the whole story – this is the point where a journalist will often decide whetherto ditch it or read on. This paragraph should briefly say what happened or is going to happen? Where? (location) When?(date and time here) How? Why? Who is involved?Give more detail in the next paragraphs. Explain what is unique or new about your story and why their readers will wantto know about it. Use facts and statistics to add substance to the story.You can illustrate your story with quotes to bring it to life. They should be short and repeat the essence of the story.Quotes should not be used to introduce new elements of the story, just to liven up what has gone before.You should also consider getting quotes from third parties like a local celebrity who has tried your product, as it givesweight to your story. Remember to always get their permission first.End the media release with a summary of the essential details such as times, dates, the vital information you wouldlike to see in print. Do not use too much detail, save that for notes to the editor below. This paragraph should‘round off’ your story.ENDSNOTES TO EDITORS1. This is where you tell the editor who to contact for more information or interview requests, as well as images.Always include a landline, mobile and email. Make sure you are available; if the journalist cannot get hold ofyou for more information you may lose your opportunity;2. Include a short background on your company, when it started, achievements etc;3. Include your company name and website;4. Include opening hours, prices, locations, etc, as appropriate to your story; and5. You should also state if you have photos ready for use and how to access them.DISTRIBUTING A MEDIA RELEASEMedia releases should be distributed with the deadlines of themedia outlet in mind. A national magazine is often working threemonths ahead of its publication date while large metropolitanpapers are working within a day or a few hours of going to press.A weekend travel section will be finalised mid-week.The following tips should be kept in mind when distributing amedia release. Make sure the release is addressed to the right person at thenewspaper/radio station/TV station, otherwise they may notreceive it. If you are not sure: mark it for the attention of theperson’s title, e.g., the Travel Editor. Email distribution of media releases is now widely accepted.Where possible, paste your release into the body of an emailrather than adding it as an attachment. Do not attach hi-resolution images unless you know theseare wanted – it is better to say that images are available onrequest or provide a link to the images at the end of yourrelease.A practical guide to working with the media Other organisations may be able to assist in publicity if theyreceive your release such as Tourism Australia or your localState or Territory Tourism Organisation. When sending releases by email, use the ‘blind copy’ (bcc)function to avoid a long list of journalists appearing on eachrecipient’s email and to protect their privacy.For a fee, there are media agencies that will distribute yourinformation to a wide variety of media. This method saves timeand ensures multiple distribution of your release. AustralianAssociated Press (AAP) for example is a wire service agencywhich reaches commercial television and radio stations,regional newspapers and the metropolitan dailies.To make your task easier in contacting the media, severaldirectories are also available which cover major metropolitan,regional and country media including newspapers, radio,television, magazines and newsletters.The Public Relations Institute of Australia (PRIA) provides afree PR resources section on their website that links to mediamonitoring and distribution companies. Visit www.pria.com.aufor further information.9
Preparing amedia kitProducing anewsletterA media kit is a pre-packaged set of promotional materialsthat is distributed to the media for promotional use. A mediakit should give media representatives a thorough backgroundon the topic and provide information in various formats.Producing a regular newsletter is an excellent way tokeep audiences informed, plus they can be used tocommunicate with both your customers and the media.They are often prepared when a company or organisationannounces a new product or tour, sponsors a major event,is holding a news conference or attending an industrytrade show.A media kit in either hard copy or electronic formatcould include: Current media releases. Fact sheets about your business and products. A backgrounder on your company’s history. Recent awards. Product biography. Executive biographies. Latest brochures. High-resolution images (either on USB or downloadable)of products, company logo, key executives etc. Media contact information.It is also worth thinking about the kit’s presentation –journalists receive a large quantity of information daily– so anything that will make yours stand out will giveyou an advantage.Media kits are usually produced in hard copy and presentedin a folder as well as an electronic version so it can beemailed to a journalist quickly.10Newsletters can vary from an elaborate full-colourpublication published on quality glossy paper to anelectronic newsletter such as Tourism Australia’sEssentials industry e-newsletter.Newsletters take a bit of planning, as once you havemade the commitment to produce one, it should bepublished consistently and contain content that willinterest and appeal to the reader.Before starting a newsletter, ask yourself thefollowing questions: What is the purpose of the newsletter? Who is the target audience? What type of articles should be included? What is the most suitable format to suit theaudience and the budget? How often should it be produced? What regular items should be included? Who can assist with providing articles? How will it be designed? How will the target audience subscribe tothe newsletter? How will it be distributed? Are you aware of all the privacy legislation?
SELECTING CONTENTThe target audience will influence the type of information tobe included in the newsletter. The same basic principles applyto any newsletter, whether it’s delivered by email or printed onpaper: It needs to be attractive, informative and easy to read.Tips for producing a newsletter Be clear about who your audience is, and how muchthey already know about your business.Newsletter frequency depends on a number of factors: Decide what your newsletter will be named and howit reflects your business and the contentof the newsletter. How often you have newsworthy and interesting informationto communicate. Select articles or news items that will interest, engageand inform your readers. How long it will take you to produce and distribute it. Decide how the design of the newsletter will helpcommunicate your messages.HOW OFTEN SHOULD A NEWSLETTER BE PRODUCED? Whether the timeliness of your information is important. What your budget allows.Newsletters can be weekly, monthly or less frequent, however,what is important is that once the frequency has beenestablished, the publication must be distributed on time. Ifthere is too long a gap between issues, continuity will be lost.Readers should look forward to the next issue and it shouldappear at an expected time, such as the first day of the month. Seek feedback from your readers on the topics ortypes of articles that interest them. Write clearly and simply with short concise sentencesand plain language. Avoid jargon and buzz words that might confuserather than amuse the reader. Keep articles short and to the point, but long enoughto deliver information and maintain reader interest. Use headlines which ‘sell’ the story. Choose a typeface that is easy to read and whether itwill be read in print or online. Avoid using too many different typefaces that willmake the newsletter hard to read. Decide whether you will include images in yournewsletter and where you will get these from.A practical guide to working with the media 11
Using photographs, images and videoA really good image can make the differenceas to whether your story is published or not.Photographs can be one of the most effectivemethods of communicating the true natureof your tourism experience. Make sure you have a selection of interesting, high qualityimages ready to send to a journalist on request. Includephotographs of key personnel as well as product and sceneshots. Investing in professional photography can pay offin terms of publicity, however, if you cannot afford it thinkcarefully about the images you have to ‘sell’ your productor service. Most magazines will require high resolution images, aminimum of 300 dpi and around 1MB in size. Remembernot to email these large files unless they are requested.Often it is best to present them on a USB, or have them in adownloadable format on your website for easy access. Make sure that all images are captioned to explain thecontent of the photograph, any names of people and anycopyright issues or photo credits are clearly indicated. It isimportant to ensure that you have permission to use anyimages which are not your own, and that all approvals havebeen obtained prior to printing. For example if you haveaccess to photographs that a photographer has taken ofa guest at your place of business, you will need both thepermission of the photographer (copyright) and the guest(model release).PHOTO OPPORTUNITIESA photo opportunity is when you have a special pictorialopportunity that you think would interest the media. It couldbe the launch of a new product; unveiling of a new service; orvisits by a VIP or celebrity.Photo opportunities need to be well planned and managed.Think carefully about the visual image that you want to seeappear and the background to the photograph. The scenesdepicted should be interesting but clearly feature your branding.While the media will most likely want to take their ownphotographs, it is worthwhile investing in a professionalphotographer to take some images for you at the event, so thatyou can send them to media outlets who make not have beenable to attend.VIDEOPhoto opportunities do not only apply to still photography,they also apply to broadcast media. This usually takes theformat of a media interview if it is news, or a more in-depthinterview for a feature piece on a travel program. Television alsorelies on a strong visual element, and may not run an otherwisenewsworthy item if that element is lacking.If you have a celebrity endorsing your product or service youshould check and encourage them to hold interviews withbroadcast media. You should prepare some key statementsfor your celebrity to use about your product during theirinterviews, they should also be the key messages reflected inany media release. Don’t forget to mention your product atany opportunity.Tips for submitting images to media Think carefully about your target market foryour photographs. Show off your best assets, such as your best views. Consider using people in your photography to bringit to life.12 Ensure that images cannot be misinterpreted, forexample, don’t picture something that you later cannotoffer, you will only disappoint a potential client and openyourself up for negative publicity in future. Remember to update your images regularly.A practical guide to working with the media
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Using online news centresThe Internet is a very effective method of communication,which journalists use when researching their stories.If you have a website for your business, consider broadening itsuse as a marketing tool by building a separate news centre.To make your website media friendly consider the following: Create a dedicated online news centre or media area on yourwebsite. Online news centres save time and money as youcan simply direct a journalist to your website where they canaccess all your press materials and photographs. Make sure your website is accurate and contains up-todate information. Clearly show the date each section waslast updated. Some businesses have a news centre as a section on theirmain site, visible as a link on a menu bar or other formof navigation. Some build entirely separate sites just forthe media.Tips for an effective online news centre: Don’t force journalists to register or sign in for access.Make life as easy as you can for them. Offer the opportunity for journalists to enter theiremail address if they wish to be kept updated ofyour latest news. Your presentation to the media must be highlyprofessional, and the ease of navigation andlogical flow of the news room are the mostimportant features. Look at news rooms on other websites for ideas ofwhat works well.WHAT TO INCLUDE IN YOUR ONLINE NEWS CENTRE: Current press releases and e-newsletters. An archive of older press releases in chronological order. A media kit in downloadable format. Company fact sheets, biographies and profiles, researchpapers and awards. Event information. Downloadable high-resolution photographs of your product,executives, and other artwork and graphics. Photographsshould be at least 300 dpi for publication and ensure thatthere are instructions for downloading the images and anycopyright issues are clearly indicated. Video clips, if they help to convey information easily, on linksto YouTube. Search tool to make it easy for journalists to find exactly whatthey want. Your full contact details including name, address, telephonenumber and email address, and contact information for yourPR representatives.14 A practical guide to working with the media
Answeringmedia enquiriesOne of the keys to good public relations is to always beavailable and responsive to the media if they contact you. Ifa journalist phones or emails you try to respond to them assoon as possible, even if it is to acknowledge that you havereceived their request. Answering a media call a week lateris a sure fire way to miss a good publicity opportunity, or ifyou have promised to send material to a journalist, ask themhow soon they need the information and make sure that yousend it when you say you will.While it is not always possible to be immediately availableto take media calls, being responsive and calling them backon time will enhance your relationship with the media. If it istaking longer than you expected to get the information theyneed, let them know.When answering a phone enquiry from a journalist: Keep a note of the enquiry. Establish exactly what the journalist needs, e.g., a quoteor comment, background info, copy of brochures, orphotographs, and be specific so you can deliver whatthey want. Check their deadline and how they want the informationdelivered, e.g. verbally or emailed.Holding a pressconference ormedia eventAnother method of making an announcement is to conducta press conference or media event. Press conferences areusually only used when there is a major announcement tomake that will appeal to a wide cross-section of the mediaincluding both print and broadcast.It is often difficult to get media to attend these events thesedays, unless the announcement is significant.Significant announcements could include topics such as theintroduction of new flights; a major financial undertaking;or the opening of a new facility – the launch of a newwebsite or hotel refurbishment is usually not significantenough to warrant a press conference.Press conferences also take a lot of planning and timeto make sure they are successful and it may be worthinvesting in a professional public relations specialist who isexperienced in these types of events to advise you.An alternative may be to host some targeted media to afunction, such as a lunch or cocktail party, where you canmeet and talk to journalists in a more relaxed context.Make sure that you send out your invitations well inadvance and follow up just before the event to make surethey are still attending. There is really no such thing as an “off-the-record”comment, so be careful and only talk about what you wantto see in print or broadcast. Think about how you can usethe enquiry to positively promote your messages.If you are asked to record an interview for radio or television,either live or pre-recorded, find out all the details such as thecontext, questions, what time, whether it will be one-on-oneor as part of a panel or group; who else will be interviewed,name of the interviewer and the location -whether it will beby phone, in the studio or at your premises.Journalists are often under a lot of pressure when they areon deadline. Do not be pressured by a journalist, and alwaysremain calm and polite.A practical guide to working with the media 15
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Media familiarisationsOffering media familiarisation (famil) trips (free of charge orheavily discounted to the journalist) to sample your property,product, service or event can be a very effective means ofgenerating publicity.In return for participating in a famil trip, a journalist mayproduce a travel feature in magazines or newspapers or atravelogue for a TV program, both of which would often be costprohibitive in advertising dollar terms.An invitation to attend a famil should be sent to a journalistalong with background information explaining what it is youwant them to experience. If a journalist does accept a famil,they will want to experience your product as an ordinaryconsumer does.You don’t need to escort the journalist through the entirety ofthe famil. Give them some time to experience the product ordestination by themselves as an ordinary consumer would. Setaside an hour at the end or beginning of the visit where you canmeet with them and answer any of
Public Relations [PR] is when the public, often through the media, notices you. Media relations is the work you do to be noticed and get editorial coverage in the media. It is different from advertising, where you pay for space to promote your business. Media relations is not bought or controlled by you, but by the journalist and their editors.
Splash Salesforce Integration Guide Splash Confidential 5 3 BASIC SETUP 3.1 OAuth This page contains the options for configuring the Splash-to-Salesforce integration. It is divided into several sections. The first one, "Splash Salesforce Settings," deals with the general settings that will define how the two will interact.
Reef) attractions are the greatest drawcards for international visitors, Tourism Australia's marketing campaign in 2015 focused on coastal and aquatic tourism (Tourism Australia 2015). The Great Barrier Reef catchment alone receives about 2.3 million international and 1.8 million domestic visitors per year (Tourism Research Australia 2015).
2 Destination Geography World geography Tourism regions Cultural and social attributes 3 Advanced Tourism and Hospitality Tourism Tourism and the Tourist (Unit Three of T&T S4-5 syllabus) The Travel and Tourism Industry (Unit Four of T&T S4-5 syllabus) Attractions development Social tourism issues Food and Beverage Division
5. Tourism and the UK economy 17 5.1 Economic output 17 5.2 Employment 18 5.3 International comparisons of tourism employment 19 6. Brexit and tourism 20 6.1 Opportunities 20 6.2 Challenges 21 7. Tourism policy 23 7.1 Tourism Sector Deal 23 8. The ‘tourism landscape’ in England 26 VisitEngland and VisitBritain 26File Size: 492KB
See the little raindrops falling down. See the little raindrops falling down. See the little raindrops falling down. God made raindrops fall down from the cloud. Take your little hand and splash-splash-splash. (repeat 3 times) Splash the little raindrops Tune: I'm a Little Teapot Action: Repeat actions above using a mist bottle.
Tourism 2020 is a whole-of-government and industry strategy to build the resilience and competitiveness of Australia’s tourism industry and to increase its economic contribution to Australia’s economy. When the Tourism 2020 goal was introduced, it was set at between 115 billion to 140 billion in overnight visitor expenditure, reflecting a range of scenarios, from holding market share to .
Europe is a world reference in Tourism Tourism in Europe 51% INTERNATIONAL ARRIVALS SHARE 39% INTERNATIONAL TOURISM RECEIPTS 713 MILLION INTERNATIONAL TOURISTS Tourism in the Balearics 13,8M INTERNATIONAL TOURISTS 14.826 MILLION FROM TOURISM RECEIPTS TOURISMREFERENCES The Balearic Islands are the crad
a key player in tourism development. The Role of Creativity and Local Wisdom in Tourism Village Development The tourism village is one example of alternative tourism development that aims to build sustainable villages in the tourism sector. This tourism development is influenced by people's lifestyles, economic, physical, and social conditions .
