ONLINE PR FOR TRAVEL Tess Longfield

• Background• The online media

landscape• Twitter tactics• Crisis PR online• Bloggers – rules of

engagement

ONLINE PR

£1bnAVE2011/12

BIG BRANDS…

… and small businesses

TRADITIONAL MEDIAVS ONLINE

The US newspaper industry has shrunk by 43 per cent since 2000

Network TV news consumption up 4.5 % in US Many TV

travel programmes axed

National news publications going global

TRADITIONAL MEDIAVS ONLINE

TV has become “socialized”

#

1. MailOnline2. New York

Times3. HuffPo

MailOnline nearing the 100m user mark

TRADITIONAL VS ONLINE MEDIA

KENYA AIRWAYS NEW ROUTE

• Johnny Jet travels around 150000 miles and visits 20 countries each year

• 22,465 followers on Twitter• Host of the Travel Channel's

Hot Spots 2012

• Circulation: approx 1m

• Travel Editor: Christine Walker

• Copy deadline: Thursday 3pm

Groups

Discussion forumsVirtualworlds

Nichenetworks

Social networks

Customer service

Social bookmarks

Crowd-sourced

Comment and reputation

Lifestreams

Events

Tagging

Search

Wikis

Widgets

Video

Audio

Mobile

Music

Livecasting

Documents

Pictures

Slideshows

Location

BlogPlatforms

Blog communities

Microblogs

Blogs

Content

Community

Connect

Conversations

Your Story

• Start following journalists/bloggers

• Listen…then interact• Be a good citizen in the

Twitterverse• Show personality• Host a tweet-up• Twitter special offer/flash sale

HOW TO WIN FRIENDS & INFLUENCE PEOPLE IN 140 CHARACTERS

More than 60 per cent of journalists have a Twitter profile

OH-OH!

BLOGGERS:THE RULES OFENGAGEMENT

• Be honest• Be responsive• Be respectful• Be transparent• Be even-handed• Don't market. Listen

and converse• If something isn't

clear, make it so• Only engage when

you have the 'right' to do so - don't shoehorn

• Read their blog. Then read it again

• Remember: you're developing a genuine relationship

• Comment, share some 'link love'

• Don't try to spin your news - let them decide if it's important

• Surprise and delight them

Email: tess@longfieldpr.comMobile: +254 706 600585 (Kenya) +44 7736 302271 (UK) @TessLongfieldlongfieldpr.com