Media Game -- Winning Strategy and the Media Panel

Thom Nulty, Senior VP of Preferred was our after-lunch speaker today. His topic was very helpful to many of us. It was how to play the media game to win it.

1. You are the expert.

2. Work it. They have probably already written the story. You'll know if they ask you to spell your name.

3. Adopt a reporter (become friends)
Pitch a story that might be more general. Use the business reporters.

4. Broadcast Media Reads. They are always talking about things they have read in the newspapers and on the Internet.

5. Be available. Give out your cellphone number. Leave your phone on 24-hours a day. Let the reporter (friend) know they can always call you.

6. Give them ideas on ANY TOPIC (read the trades, then funnel it to your local reporter)

7. Trade papers are loaded with ideas. The story might not even include you, because the local reporter will quote you if there is local relevance.

8. Scratch my back, and I will scratch yours.


Be a media hog. Get out there.


Media Panel
 
 

Stephanie Oswald, Travelgirl Magazine
Multi-media

13 years at CNN as their travel correspondent -- focus was cultural destinations, cuisine, until 9-11 happened. CNN did away with travel programming. Decided to create their own travel magazine targeted at women. Debuted in summer 2003. 75% of travel decisions made by women, so they targeted women in their magazine, and used Stephanie's expertise.

Glenn Haussman of Hotel Interactive

He was humorous, silly and fun!

Nicole DiBenedetto had worked with Stephanie for years but they had never met until today. Nicole has been doing travel public relations for 12 years.

Questions for the panel:

Solicited ideas from the panel for ways to pitch the media:

Nicole suggested using the amazing stories from your property, and then target the media outlet with a specific story. Do your homework. Read the magazines. Learn about the writers. Flatter the reporters.

Reporters want you to look good too. They won't bite! Stephanie took issue with Thom's idea that the story is already written.

What can we do about the AIG effect?

Glenn thought that people just take things at face value. Thinks that reporters are sometimes saying things that don't make sense. He thinks people will come back around. Thinks that Obama has backed down a bit, but we need to continue to work on this issue, which is important.

Nicole thinks we should find ways to invite meeting magazine reporters to our hotel to see any upgrades, new story idea. She thinks trends start in the travel trades.

Stephanie says make sure you do your homework so that you don't pitch a story they have just written about.

Glenn reminded us to keep in touch with people to whom we can be helpful. Then they will call you when they need a resource.

Thom gave us an idea about pitching business reporters to talk to them about holiday travel as well. Tell him how many people are buying weekend stays, spa packages, and related. That way you can be part of a local article that is relevant to current events.

Stephanie added in the idea about places that would have space due to the recession, that would normally be sold out for the holidays, tell the press.

Don't have a knee-jerk reaction to things you hear in the press. Stay focused and calm, give the value-relationship, the whys, the facts that help to keep reporters more grounded.

You have a lot of experience in the business, and so you are a perfect person to be an expert

Regarding social media, Stephanie strongly suggested having a blog and using Twitter and Facebook. She said make sure you are doing your part to be reached, and to be part of the global conversation.

Travelgirlsteph if you want to follow Stephanie on Twitter.

Thom asked if the traditional newspaper is dead.

Glenn says he is not convinced. He says "when everyone says something" he automatically does not believe it.

Stephanie thinks there needs to be a balance of traditional media to social media.

Thom asked about how HHA hotels can capitalize on the very niche magazines? The panel thought that was absolutely a terrific idea.

What can small hotel managers who wear lots of hats do to get PR?

The panel suggested to make an appointment to have lunch or coffee with a reporter once a week or so, to create a relationship.

Nicole suggested finding a "sister" hotel within HHA and link yourselves together, and share that with media folks.

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Juli