relations - Blogs - Tripatini2024-03-29T06:19:02Zhttps://tripatini.com/profiles/blogs/feed/tag/relationsKill the Travel Press Release -Tweet It Insteadhttps://tripatini.com/profiles/blogs/kill-the-travel-press-release2011-05-09T23:25:20.000Z2011-05-09T23:25:20.000ZKaleel Sakakeenyhttps://tripatini.com/members/KaleelSakakeeny<div><a href="{{#staticFileLink}}9008610683,original{{/staticFileLink}}"><img width="300" src="{{#staticFileLink}}9008610683,original{{/staticFileLink}}" class="align-left" alt="9008610683?profile=original" /></a><br /><p><strong>Kill the Travel Press Release-Tweet it Instead</strong></p><p>So I was sitting at a media lunch when I overheard someone from a Canadian tourism office say to her companion that they were thinking of no longer sending travel media releases out. They were going to tweet them instead.</p><p>I was taken aback because just an hour previously, I wrote this article and thought somehow she was the angel of affirmation.</p><p>But she’s right on.</p><p>I receive on average 35 travel press releases a day, in one form or another.</p><p>And that’s not counting the Viagra or “grow your manhood” notices. Or the abundance of pain killers offered on an hourly basis. </p><p>If I were a “druggie,” I could get a fix without a prescription, with just a few keystrokes. </p><p>The range of travel releases I get is impressive, illustrating that there are interesting things going on out there, from a new chef in some luxury South Carolina hotel to a new spa in a Malaysian resort. </p><p>But the point is, unless they're targeted to me, they're irrelevant, to me.</p><p>Unless the Media Release addresses what a blogger or journalist writes about, and unless the releases reflect a working knowledge of his or her work, including past publications, what’s the point?</p><p>Most releases I get are about 400 words. Some run as high as 800 words and are very text dense. </p><p>I use maybe one out of every ten I receive. </p><p>Many come with unrequested multiple images attached, or/and several PDF files, which I never open. </p><p>Of all the releases in any given period, very few address me by name. Most say, “Good Morning,” or “Hi There.” That bothers me. If the senders don't know who I am, why bother to send me a release?</p><p>What's worse are the ones labeled: “For Immediate Release.</p><p>” What does that mean, “For Immediate Release”? </p><p>It’s a hackneyed term that’s been around forever, and should be retired. Because what’s the opposite of “Immediate Release”? “Delayed Release”? </p><p>I’ve actually sent copy back to the sender with the specific suggestion that they read David Meerman Scott’s book, <a target="_blank" href="http://www.davidmeermanscott.com">New Rules of Marketing and Public Relations</a> . </p><p>Anyone in PR who hasn’t read Scott’s book is really out of touch. </p><p>While most of the releases are irrelevant to me, they’re relevant to some blogger or travel writer.</p><p> In reality, though, my story ideas mostly come mostly from various news and industry feeds that maany travel professionals subscribe to.</p><p>Could be the Huffington Post or Hotelmarketing.com. Often an article in <a target="_blank" href="http://www.fastcompany.com">Fast Company</a> will be the source of a piece or USA Today Travel or Travel Weekly.</p><p>And of course my own experiences with the vagaries of the travel world. </p><p>Very rarely the e-mailed press notice.</p><p> I”m sure there are content providers interested in <a target="_blank" href="http://www.gerberchildrenswear.com">Gerber Childrens Wear</a> or that the <a target="_blank" href="http://www.michelangelohotel.com/en/home.aspx">Michelangelo Hotel</a> has become An Ambassador to Italian Glass . </p><p>Or that Captain Rynd has just been appointed Commodore of the <a target="_blank" href="http://www.cunard.com/">Cunard Line</a> . </p><p>But here are two suggestions that I think might make the Travel Media Release work<strong>:</strong> </p><p>• Target writers whose work the sender knows, and whose subject matter they’re familiar with, so a content partnership can be created, and articles developed together over a period of time.</p><p>And, go ahead, call the writer as a follow up! Have a conversation. You know him or her and his work. </p><p>One release I liked: “Hey, Kaleel, We’re running this contest on Facebook and using Foursquare tips to generate foot traffic to a destination we want to promote. Can we talk about this? I’ll call you. I know you did a piece like this in....”</p><p>She called, and the article came together with both of our efforts.</p><p><strong>How about a tweet instead of an email?</strong> </p><p>• I suggested to one company that instead of a 600 word release, why not send a 140 character “release” with a tiny url, #, and good, solid information. </p><p>Since I Tweet to three fairly significant travel accounts, I could Tweet the release once and schedule a variation for a second Tweet. </p><p>It could be Retweeted, of course by people who are following these accounts and then again by people following those accounts. </p><p>And the sender could Tweet and have colleagues ReTweet..and reach the public, the consumer directly!</p><p>Though emerging technology specialist, <a target="_blank" href="http://www.ericleist.com">Eric Leist</a> thinks the public/consumer would not know what to do with a Tweeted press release. </p><p>Still, a well crafted Tweet-Release would, I bet, get more professional and consumer play than sending it to a writer’s email box.</p><p> It could reinvent the media/press release. .</p><p>Worth a try? Better than,”For Immediate Release,” to no one in particular.</p></div>