Public Relations

Summer Book Club–July:Be Your Own Best Publicist

Heather Sliwinski 2 Comments

The PRSA New Pros Blog Summer Book Club continues with its selection for July—“Be Your Own Best Publicist: How to Use PR Techniques to Get Noticed, Hired, and Rewarded at Work” by Jessica Kleiman and Meryl Weinsaft Cooper.

As PR professionals (or PR hopefuls), we are used to promoting our companies or clients.  However, it is just as important to leverage our PR skills to cultivate our careers as well.  By creating a brand for ourselves, Kleiman and Cooper say we can develop our careers and create a professional image for successful advancement.  Their website summarizes topics covered in their book:

In one of the toughest job markets in more than 20 years, with the unemployment rate hovering around 10 percent, as well as dwindling job openings and promotion opportunities, standing out and making a good impression is more vital than ever.  This helpful, easy-to-follow guide shows anyone looking to land a new job, attract freelance assignments, stay essential in a current position or get that coveted promotion how they can use PR skills to achieve their goals.

Written by two seasoned public relations professionals, Jessica Kleiman and Meryl Weinsaft Cooper, Be Your Own Best Publicist: How To Use PR Techniques To Get Noticed, Get Hired & Get Rewarded At Work breaks down the fundamentals of PR and how they can be implemented to promote oneself.  Through humorous but informative anecdotes, tips and exercises, this book will arm people with the confidence, knowledge and tactics to help them market themselves in the workplace.

Grab your copy today!  Discussion for “Be Your Own Best Publicist” starts the first week of August.  Check with PRSA New Pros blog, like us on Facebook or follow us on Twitter to join in the conversation.

If you missed the June discussion, it is not too late to join in!  Share your thoughts on “UnMarketing” here.

New Pros: What topics are you hoping Kleiman and Cooper cover?  Are there specific questions you hope are answered?

Intro to Travel and Tourism PR: Part Two by Kelly Ryan

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This week, the PR New Pros blog is excited to delve deeper into the world of travel and tourism with the second part of our “Intro to Travel and Tourism PR” series.  We already discovered the day-to-day life of a seasoned PR professional in the travel industry with Diane Centeno, APR, the director of marketing for SeaWorld Parks and Entertainment in part one. Now we continue with a specific look at the role of the Convention and Visitors Bureau with Kelly Ryan, communications and tourism coordinator at the Albuquerque Convention and Visitors Bureau.

As young PR professionals, I think it is safe to say that a great majority of us enjoy talking, writing and traveling – though not necessarily in that order.  For me, it’s actually the reverse order. 

When I was trying to figure out what I wanted to do with my life (a big question, indeed), my parents advised me to think about the things that made me the most happy, and then build a career around those things.   Interspersed between family and friends, the Green Bay Packers, a well-executed cookout and hammock naps, I came to realize that the time that I was truly happiest was when I was traveling.  I came to find out there are jobs that combine travel with writing (and some talking).  Enter my role at the Albuquerque Convention & Visitors Bureau (CVB).

If you aren’t sure what a CVB is, you’re not alone.  The mission at my office is similar to many CVBs throughout the country—to stimulate economic growth by marketing a destination as a convention and visitor destination.  Essentially, my bureau promotes tourism from both the leisure side (you and I) and the convention side (PRSA Travel & Tourism Conference).  Today, many CVBs are becoming referred to as Destination Marketing Organizations (DMOs), a term that perhaps better describes our function.

While many CVBs/DMOs have a similar mission, all operate in a unique capacity.  Some are contracted by the city, some are supported by lodgers tax, some have members or partners (businesses that pay or trade membership to be promoted), some have gigantic budgets, some have a one-person staff, etc. As you can imagine, a CVB operating in a city like Las Vegas would have many more resources available to it than a smaller destination like Eau Claire, Wisconsin (hometown shout out – go Blugolds!).

From a PR capacity, depending on the type of bureau you are at, you will have a unique role.  In Albuquerque, I work on a seven-person communications and marketing team that essentially acts as an in-house agency supporting over 900 partner businesses.   This team handles everything from social media for the destination to PR, marketing, advertising, group tour relations, communications and design.  We serve as an extension of our partner businesses’ marketing arm, not a substitution for it. To simplify explaining how PR works in my office, I will highlight the three things that take up most of our time: 

General PR Efforts

In my role, I support our communications and tourism manager in day-to-day PR and media relations efforts.  I pitch stories, write press releases, keep current on local and national news, work with partner businesses and local conventions on PR efforts, monitor our clipping service, work with writers, update website content, etc.  One thing I don’t do?  Bill my hours.  Maybe you like doing that.  I appreciate not having to.

One thing I really like about working at a CVB is that most of the news that we deal with is positive.  A new restaurant opening, a baby seal born at the zoo or a convention coming to town.  Other than in disaster circumstances, most of the news that we deal with is not necessarily breaking news.  This is not to say that things are slow at the office.  We have 900 partners to keep in mind. 

Imagine trying to keep track of 900 clients.  Exactly. 

Press Tours

Our bureau contracts with a public relations firm that specializes in media marketing for travel and tourism industry clients.  While we host journalists and media outside of these press tours, a lot of time and effort goes into planning several major press tours each year.  Albuquerque is unique in that it really offers something for many different audiences.  We have great food, many outdoor recreation opportunities, wonderful weather, an infusion of Hispanic and Native American culture and many more offerings that attract travel and lifestyle media to the area.  There is still a lot left to be discovered by the mainstream media about New Mexico as a whole, so we feel lucky to be promoting this area.   

Social Media

Follow us! Fan us! Love us!  We will reciprocate.  Social media ends up taking a good portion of the day. 

Of course there are other responsibilities that we have from a PR standpoint, but just like everyone else, those responsibilities change on a day-to-day basis.  I feel it fitting to end this post with a quote by Caskie Stinnett that nicely ties tourism with public relations: “I travel a lot; I hate having my life disrupted by routine.” 

Isn’t that the truth?

Kelly RyanKelly Ryan, communications and tourism coordinator at the Albuquerque Convention and Visitors Bureau, is a graduate of the University of Wisconsin-Madison and an avid Badger and Packer fan, serving as the president of the Wisconsin Alumni Association for New Mexico.  She is an active member of SouthWest Writers and is involved in her local PRSA chapter.  In her free time, she enjoys traveling, playing sports and spending time with her Little Sister (Big Brothers, Big Sisters Program).  Kelly was recently recognized as one of Destination Marketing Association International’s “30 Under 30.”  Follow her on Twitter.

Intro to Travel and Tourism PR: Part One by Diane Centeno, APR

Heather Sliwinski 1 Comment

The U.S. Travel Association states that travel and tourism is a $759 billion industry responsible for one out of every nine jobs in the country.  PRSA offers a Travel and Tourism Section completely dedicated to PR professionals working in travel and hospitality organizations.  The industry offers an array of opportunities, from tourism offices to restaurants, cruise lines to airlines and PR agencies specializing in tourism communications.  With a projected decrease in the unemployment rate in the tourism industry in 2011, why not consider a PR career in travel and tourism?  This week, the PR New Pros blog is excited to look further into the world of travel and tourism through the eyes of two seasoned PR professionals—first a general portrayal of PR in travel and tourism with Diane Centeno, APR, the director of marketing for SeaWorld Parks and Entertainment, and then a deeper look into the role of the Convention and Visitor Bureau with Kelly Ryan, communications & tourism coordinator at the Albuquerque Convention and Visitors Bureau.  Start your summer off right with the first part of our “Intro to Travel and Tourism PR” series with Diane Centeno, APR!

Taking a line from Kenny Chesney’s song “Summertime” couldn’t be more appropriate this time of year.  “Summertime is finally here, that old ballpark, man, is back in gear.”   However, ballparks are not the only thing back in gear.  Summertime signals the peak of vacation travel for millions of individuals and families in the United States.  From transportation industries like airlines and rail travel, to hotels and resorts, amusement parks and beaches, the travel and tourism industry is back in gear, rebounding as the economic downturn finally starts to show signs of waning and consumer confidence returns.

In addition to rebounding growth, the U.S. Travel Association recently unveiled a plan to create 1.3 million jobs in the industry and add $859 billion to the U.S. economy by 2020 in an effort to solidify the appeal of the United States as a tourist destination for world travelers.  The time has never been better to explore a public relations career working in the travel and tourism industry.  It is an excellent professional path that offers opportunity, challenges and the excitement of working for and with world-class destinations and brands.

I have been employed in the travel and tourism industry for the past 11 years working for SeaWorld Parks & Entertainment.  While I started my career in healthcare marketing and public relations, which was an incredibly satisfying experience, when a job opportunity for SeaWorld opened, I could not resist the idea of working for a top-notch theme park that had an amazing brand to proactively promote and communicate to moms and families.  I have been able to build relationships with key broadcast, newsprint and magazine outlets across the United States, dive into social media strategies, work with global communication agencies to promote our brands in key markets like the United Kingdom, Brazil and South America, formed partnerships with area Convention & Visitors Bureaus in Virginia and Florida, traveled for competitive research (always fun to visit another tourist attraction in the name of work) and hosted thousands of media personnel at our parks.  While I have ridden roller coasters with reporters to show them our new attractions first hand, toured celebrities and publicized their visits to our parks and traveled with animals for in-studio TV appearances, I have also been able to develop expertise in the areas of public affairs and employee communications in my ever-expanding roles.

As a new public relations practitioner, you may be interested in what types of PR activities you would participate in while working for the travel and tourism industry.  You can expect to cover a range of marketing communications, crisis/public affairs communications and employee communications to provide you with a broad range of skills and scope of practice.  Promotion of your industry, destination and new products allows a practitioner to develop and diversify skills for integrated marketing communications through traditional media channels as well as consumer-centric social platforms.  Industry regulation, safety and legislative initiatives regarding travel allow the new public relations practitioner to become adept at proactive, and sometimes reactive, public affairs communications.  And with more than 7.3 million employed in the tourism sector in the United States, depending upon your role in the organization, you may also have employee communication opportunities that will help further diversify your capabilities as a strong, well-rounded practitioner.

 The travel and tourism industry has allowed me to expand my professional experiences, and I continue to be passionate about my career.  Maintaining membership in PRSA and becoming accredited have also allowed me to build networks that have helped me professionally, as well as create friendships personally.  PRSA membership allows new practitioners to network with seasoned professionals and uncover opportunities in all industries, including travel and tourism.  There are usually a number of internships, as well as entry-level positions available, especially at this time of year, to explore job opportunities and determine whether your career path will be one following the road of travel.

Diane CentenoDiane Centeno, APR, is the director of marketing overseeing advertising, brand development and media strategies for SeaWorld Parks & Entertainment working closely with the Busch Gardens and Sesame Place brands.  She began her career at SeaWorld a decade ago as the communications manager for Busch Gardens and Water Country USA in Williamsburg, Va., and was promoted to senior communications manager for SeaWorld, Discovery Cove and Aquatica in Orlando, Fla.

Intro to Military PR by Lt. Colonel Ann Peru Knabe, APR+M

Heather Sliwinski 3 Comments

Ann KnabeIt is hard to believe I have been in military public affairs – the military’s version of PR – for almost two decades. I joined the Air Force Reserve in college and along the way was commissioned as an officer. Just like in the 1990s, today’s public affairs field is very exciting.

What exactly do I do? Right now I am assigned as a Reservist to the Pentagon, serving in a public affairs role with the office of the Secretary of the Air Force – Public Affairs. My immediate role is to support the outreach, opinion and engagement division.

My primary job for the last couple of months has been working on media training for high-level defense and federal officials. I develop training scripts, play the role of reporter and help with scheduling (this is all in addition to my full-time teaching job in Wisconsin). My favorite part of this job is playing the role of a reporter live from a remote location in New York. The trainee cannot see me, so it can be quite challenging. We provide feedback, offer other scenarios and give the trainees a video of everything that occurred. The Air Force has a very comprehensive media training program at the Pentagon – it shares the same tech qualities and capabilities of regular TV.

But PA – as we call public affairs – is not limited to media training. For many years, I served as the director of public affairs at an Air Force wing. I was responsible for community relations (tours, special events, and outreach), internal communications (employee newsletters and related communications), media relations and congressional relations. As a part-time employee, I had a lot of fun and gained exceptional experience. We managed a variety of projects, ranging from military balls to Presidential visits.

More recently, I have been involved in the Reserve’s social media strategy and have supported special projects like Tour for the Troops. In the Tour for the Troops, I executed the social media plan for Air Force Reserve as we flew Kid Rock around to various concerts in the war zone. Now THAT was interesting!

It is also important to note that you do not have to wear the uniform or join the military to do public affairs. The different branches of service have hundreds of opportunities to work as a civilian in PA.  Of course, as a civilian, you are less likely to deploy to remote places.

If I had to identify when my role really transformed, it would be 9/11. Ten years ago, my military job changed significantly, as did the “ops tempo” or rate we were supporting the active duty Air Force. Suddenly, we were helping activated Reservists, managing multiple media requests, honoring returning Airmen and Soldiers and executing other wartime activities in addition to our regular work. I was also activated – or deployed – three times in the last five years. I completed two tours in Southwest Asia, where we have a large base flying daily missions into Iraq, Afghanistan and Africa. I served as the Pentagon’s spokesperson for the Guantanamo Bay War Court in my most recent tour. Throughout these experiences, I have made the greatest friends of my life. After sacrificing and facing daily uncertainty with my brothers and sisters in arms, we cannot help but become closer because of the trust needed in a mission. I love this aspect of the military.

I love the Air Force, and cannot say enough positive things about my experience in the Reserve. I have worked in more than 20 different countries, met lifelong friends and mastered tough communication skills. The Reserve has also given me priceless education and extra income. There is room for more public affairs officers and civilians – the military can be a fabulous career.

It is not a piece of cake, though. On those days that seem especially hard or challenging, I always remember this quote: “If it was easy, everyone would do it.”

Ann KnabeLt. Colonel Ann Peru Knabe, APR+M, Air Force Reserve Public Affairs Officer

Knabe is a dynamic change-agent in public relations. She believes innovation and progressive thinking are keys to survival in today’s competitive global PR environment. Her 20+ years in military public affairs and international NATO settings leverage her civilian and educational experiences. Knabe is a “relationship-builder,” referring to her extensive work in media relations, internal communications, social media, community relations, international public affairs and congressional relations.

Event PR: the Original Mobile Marketing by Andrea Nourse

Heather Sliwinski 2 Comments

Mobile marketing can mean one of two things. The most recognized meaning today involves smart phones and mobile Internet. The other, more traditional, kind involves hitting the road and bringing a brand or product to the masses. Although the two can, and often do, go hand-in-hand, mobile event marketing presents its own challenges and advantages.

MMA Creative, the agency I work for, represents one of the largest food organizations in the world, and this weekend we kick off two separate tours to promote the nonprofit society. Aside from the hours of logistics that go into these tours, there is also time spent on pre-event PR and marketing through social media that lead up to each of the 20 to 25 stops each tour makes. That adds up to many Tweets.

Being a smaller business, our agency creates everything internally, from press releases and social media to logos, collateral and even truck wraps. Planning for 2011 started long before our 2010 tours ended. As the sole PR practitioner in the agency, I help create and execute this plan.

The PR Plan

For each tour, we create a national press release to announce the tour along with local releases and media advisories for each stop. For our primary tour, we have seven primary sponsors and two secondary sponsors. Two of our primary sponsors also have their own special programming, which includes additional stops and contests. Additionally, a separate partner has its own mobile marketing program. This program creates another layer in the plan, as we target the additional local markets and create a national release to announce the new programs. So on any given week, there are between one and five events going on (two tours and three partner programs), and I am responsible for making sure the local media are out in full effect.

Social Media

The part of mobile marketing that I enjoy the most is using social media—reaching out to and engaging the enthusiasts that make the societies we represent so huge. Even when we are not hosting an event or on the road promoting the client, I am always working hard to ensure that the conversation around our clients and partners continues. Social media is a crucial tool in the success of this effort. Where else can you directly and personally reach out to such a large and diverse audience?

This plan is only a small piece of what goes into producing and managing a mobile marketing tour, but it is one of the most important pieces of the puzzle. Our clients and partners invest significant amounts of money into these programs, and our agency must deliver the results they expect. One thing I love about mobile marketing tours is the quick results. Whether it is from handing out samples to event attendees, engaging them in social media conversations or having our tour team interviewed by the local network affiliate, we get real, tangible results that increase awareness for our clients.

Andrea NourseOriginally from Kansas City, Mo., Andrea Nourse moved to Nashville, Tenn., in 2005 to pursue a career in songwriting. Then, in 2006, she enrolled at Middle Tennessee State University, where she studied public relations, marketing and political science. While in college, Nourse worked full-time as the assistant manager for Jos. A. Bank, interned with U.S. Rep. Bart Gordon and, after graduating in May 2010, joined his staff as a field representative and communications assistant. Nourse currently works as a content specialist for MMA Creative, a full-service marketing and advertising agency with offices in Cookeville and Nashville, Tenn., and serves as an At-Large Member of the PRSA New Professionals Section Executive Committee.