DMAI Fundamentals - Chapter 5 - Communications
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Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging Association Education Institute.
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DMAI Fundamentals - Chapter 5 - Communications
- 1. © 2005, Educational Institute Chapter 5 Communications Fundamentals of Destination Management and Marketing (323TXT)
- 2. © 2005, Educational Institute Types of CVB Communications • Media relations • Crisis communications • Issues management • Member communications • Internal communications • Stakeholder communications • Customer communications
- 3. © 2005, Educational Institute Communications Plan Elements • Mission or purpose • Goal • Situation • Objectives • Strategy • Target audiences • Message • Tactics • Measurement • Budget and timeline
- 4. © 2005, Educational Institute Media Relations Strategies • News releases • Press kits • Broadcast • E-mail pitches • Online press rooms • Press trips
- 5. © 2005, Educational Institute Media Relations Strategies • Media meetings • Media events • Satellite media tours and video news releases • Database maintenance • Target publications and geographic penetration
- 6. © 2005, Educational Institute Crisis Communications • Decide what role the CVB will play in a crisis. • Create a plan that includes operations, communications, and back-up systems. • Ensure that the CVB is ready to implement the plan. • Conduct stakeholder and media meetings before a crisis happens.
- 7. © 2005, Educational Institute Preparing for Media Interviews • Choose a spokesperson. • Develop key message points. • Prepare spokesperson for interviews.
- 8. © 2005, Educational Institute Types of Interviews • Television • Radio • Telephone • Print • Online
- 9. © 2005, Educational Institute General Tips for Interviewing • Prepare in advance. • Understand the audience. • Determine what the interviewer wants to report. • Plan for the worst. • Know where interview will be conducted. • Set a time limit. • Know where to look. • Dress appropriately. • Use clear language. • Be positive and upbeat!
- 10. © 2005, Educational Institute Handling Media Calls • Be responsive. • Avoid jargon. • Localize the response. • Offer a visual backdrop. • Provide names and phone numbers. • Make good on promises. • Provide visuals in appropriate formats. • Anticipate reporters’ needs.
- 11. © 2005, Educational Institute Member Communications • Host networking and educational events. • Distribute weekly or monthly e-newsletters. • Customize leads for each member. • Conduct orientations for new members.
- 12. © 2005, Educational Institute Internal Communications • Employees help build a destination’s image. • Staff members should be the first to know details of CVB programs. • Employees should know the organization’s policy on how media inquiries will be handled.
- 13. © 2005, Educational Institute Stakeholder Communications • Stakeholders include political leaders, key businesses, chambers of commerce, economic development commissions and hotel/motel associations. • Develop a list of stakeholders and determine the best way to engage them. • Reach out to traditional and nontraditional tourism businesses.