2. Tucker & Associates is a full-service
travel, lifestyle and consumer
product public relations agency.
About TuckerAbout Tucker
PR 101PR 101
3. Travel and Tourism
• MAXjet Airways
• The Cayman Islands
• Cancun
• The State of Texas
• Ski Utah
• Abilene, Texas
• Irving, Texas
• Beaumont, Texas
• Plano, Texas
• Cheyenne, Wyoming
Hospitality
• Hyatt Hotels
• Wyndham Hotels & Resorts
• Wildcatter Ranch & Resort
PR 101PR 101
4. OVERVIEWOVERVIEW
• What is tourism PR & Why is it Important?
• How is PR Similar/Different from Advertising?
• What is News & How Do We Generate Press
Coverage?
• Press Trips, Journalists and Networking
• Measuring Return on Investment (ROI)
and Ad Value
• Case Studies
• PR Handouts
PR 101PR 101
5. ““What is Tourism Public Relations?”What is Tourism Public Relations?”
• Generating positive media coverage that
directly influences travelers to spend their
tourism dollars at your destination
• Media Coverage = “HEADS IN BEDS”
PR 101PR 101
6. • Travel media coverage is seen as unbiased editorial
opinion, even as a recommendation or an
endorsement
• Consumers act more frequently on editorial
information they have viewed, heard or read versus
advertising they have seen.
““Why is Tourism Public RelationsWhy is Tourism Public Relations
Important?”Important?”
PR 101PR 101
7. ““How is PRHow is PR similarsimilar to advertising?”to advertising?”
• Both reinforce key messages
• Both brand a product or service
• Both are consistent
• Both aim to create a positive image
• Both are results driven-SELL
• Both have to TARGET
• Both are valuable
PR 101PR 101
8. ““How is PRHow is PR differentdifferent from advertising”from advertising”
• PR provides depth of message; advertising
provides frequency. You must have both.
• PR is perceived as more credible
– Third party support and endorsement
– Publication is not paid for the placement
• PR placement has three times more value
• PR is broader is scope
PR 101PR 101
9. Four Basic Skills of a PR ProfessionalFour Basic Skills of a PR Professional
• Creativity to get the attention of your target audience
• Speaking and writing eloquently and convincingly to
champion your cause
• Formidable knowledge of PR tools and practices
• Laser sharp focus on what constitutes news
PR 101PR 101
10. What Constitutes “News?”What Constitutes “News?”
• Perceived value to broad audience
• Newness (has it been done before?)
• Timeliness
• Proximity (localize, localize, localize)
• Human Interest
• Conflict
PR 101PR 101
“Newsworthy - interesting enough to the
general public to warrant reporting”
(Webster’s Collegiate Dictionary, 11th
Edition)
11. Types of Media CoverageTypes of Media Coverage
Breaking News
PR 101PR 101
Round Ups and Mentions
Feature Coverage
18. Initiatives to Generate Press CoverageInitiatives to Generate Press Coverage
Creating news
PR 101PR 101
Finding news
Press trips
Visiting journalists
Industry networking
News Bureau operations
19. Creating NewsCreating News
Develop a promotion or offer a package
•Make it a true value
•Easy to access
•Call to action
Special events and festivals
•Produce publicity as a byproduct
•Planned to generate publicity
Tie in holidays and current events
Contests, Polls, Surveys, Tips, Lists
PR 101PR 101
20. Finding NewsFinding News
Profnet, TIA, State tourism leads
Advertising section calendars
Lead Times
Newspaper – immediate to six weeks
Regional Magazine – three months
National Magazines – six months
Broadcast – immediate to never
PR 101PR 101
21. Press TripsPress Trips
• Select a theme
• Create a streamlined itinerary
(not too many tours and at least two
hours a day unscheduled)
• No more than three full days
• Six months lead time
• All expenses paid (exclusions)
• Murphy’s Law
PR 101PR 101
22. Visiting JournalistsVisiting Journalists
• Highly selective
• Seasoned journalists
• Individual “press trip”
• Unescorted for most part
• Expenses more negotiable
PR 101PR 101
25. Calculate your AD value based on how much a
one-time advertisement would have cost in the
same publication or on a broadcast outlet, or a
banner on a webpage.
AD ValueAD Value
PR 101PR 101
26. Procter & Gamble FormulaProcter & Gamble Formula
Impressions are calculated to account for pass-on readership, 2.5
times the circulation for newspapers and 3.5 times the circulation
for magazines.
PR 101PR 101
Publicity (PR) value is presented to factor in the added value and weight
of an objective third-party editorial endorsement vs. paid-for
advertisement. It is calculated by multiplying the advertising equivalency
by 3. This is a standard PR industry formula that was researched and
developed by Procter & Gamble.
Advertising (AD) value is calculated based on a one-time, full-page
black and white for magazines, and a one-time, one-inch black and
white ad for newspapers.
28. TraditionalTraditional vs. New Mediavs. New Media
Print - newspapers and magazines
PR 101PR 101
Broadcast - radio and television
29. Social Media
• Web sites
• Blogs
• Facebook
• Twitter
• You Tube
• Foursquare
• Flickr
Traditional vs.Traditional vs. New MediaNew Media
PR 101PR 101
30. Valuing Online MediaValuing Online Media
• For impressions, look at the
“Unique Visitors Per Month”
• For Ad Value, divide the
Unique Visitors Per Month
(14,115,300) by 1,000 and
multiply by the CPM Ad Rate
($51 USD)
• For USAToday.com, the
online ad rate would be
$719,880.30
• To get PR value, multiply the
ad rate ($719,880.30) by 3.
PR 101PR 101
Unique Visitors Per Month:
14,115,300
CPM (cost per thousand view) Ad Rate:
$51
14,115,300/1000*$51 =
719,880.30*3 =
$2,159,640.90$2,159,640.90
36. Case StudiesCase Studies
Abilene CVBAbilene CVB
Impressions: 18,957 x 2.5 = 47,393
Ad Value: $404.81 x 97.5 column inches = $39,469
PR Value: $404.81 x 97.5 column inches x 3
PR 101PR 101
37. Goal for PR ROIGoal for PR ROI
Number of dollars spent on public relations efforts divided into
PR Value equals PR return on investment (ROI) per dollar spent.
PR 101PR 101
Example: $20,000 campaign divided into total PR value
of $280,000 equals PR ROI of 14 to 1, or the
campaign earned $14 in value for every dollar spent.
38. PR 101PR 101
Wildcatter Ranch Media Analysis
Report 2009
PRINT
Media Outlet Media Type Location Journalist Date Story Title *Impressions **AD Value ***PR Value
Fort Worth Star-
Telegram
Newspaper Fort Worth, TX Chris Vaughn 27-Feb Where vets leave trouble in the dust 413,130 $52,235.63 $156,706.88
Fort Worth Star-
Telegram
Newspaper Fort Worth, TX Chris Vaughn 27-Feb A change of scenery and a change of pace 413,130 $62,682.75 $188,048.25
Chicago Tribune Newspaper Chicago, IL Chris Vaughn 6-Mar Restoring spirits of men haunted by war 1,130,363 $11,325.00 $33,975.00
Meeting News Magazine New York, NY Staff 9-Mar
Ranch Flavor for Groups; Wildcatter Ranch
Caters Small Retreats
175,350 $7,746.67 $23,240.00
Texas Monthly Magazine Austin, TX Jordan Breal 1-Jun Home on the Range 1,027,880 $34,935.00 $104,805.00
PRINT TOTALS 6,061,104 $176,315.04 $528,945.13
BROADCAST
Media Outlet Media Type Location Journalist Date Story Title *Impressions **AD Value ***PR Value
FOX 4 News at Six Broadcast Dallas, TX Richard Ray 13-May Wounded Warriors 115,075 $17,340.00 $52,020.00
BROADCAST
TOTALS
115,075 $17,340.00 $52,020.00
ONLINE
Website Media Type Location Journalist Date
Story Title
Visitors per
Month
Star-Telegram.com online Ft.Worth, TX Chris Vaughn 27-Feb
At Graham ranch, a change of scenery and
pace for veterans
556,321 $11,126.42 $33,379.26
Marketwatch.com online San Francisco, CA Staff 12-Feb
Wounded Warrior Project's Project Odyssey
Aims to Teach Coping Skills for Combating
Post-Traumatic Stress in Wounded Warriors
4,850,140 $125,788.75 $377,366.25
Chicago Tribune online Chicago, IL Chris Vaughn 6-Mar Restoring spirits of men haunted by war 3,110,380 $62,207.60 $186,622.80
Star-Telegram.com online Ft.Worth, TX Bob Hood 25-Apr
Families looking for an outdoors getaway
have plenty of options this summer
556,321 $11,126.42 $33,379.26
ONLINE TOTALS 9,327,755 $213,685.07 $641,055.21
GRAND TOTAL 27,803,003 $449,936.29 $1,349,808.87
Sample Annual Report - Wildcatter RanchSample Annual Report - Wildcatter Ranch
(condensed for example)
40. Tracking Press CoverageTracking Press Coverage
• Burelles Luce
• Bacons
• Texas Press Clipping Bureau
• DJ Interactive
• VMS
• Google Alerts
• Smile and Dial
PR 101PR 101
41. PR HandoutsPR Handouts
• Public Relations Resource Guide
• Tips for Dealing with Reporters
• Procter & Gamble
PR 101PR 101
Notas del editor
Basic introduction to Tucker & Associates
Snapshot of destination clients both in a Tourism and ED capacity
Name each of the difference and refer back to “PR placement has three times more value” – the rest of lines will disappear at the click of the mouse.
Some may ask for the formula, but every company and agency has a different formula for measuring AEVs (not able to provide the formula for proprietary reasons but this slide gives the audience an idea on what to consider)
