Unfortunately as well all know, crisis situations and emergency events do happen – we tend to think it won’t happen to us, but I have recently gone through an experience while at work that I doubt anyone can be 100% prepared for – certainly in my case it was a shocking situation that resulted in the loss of life of a fellow employee with intense media interest from TV, radio and print.

I hope this never happens to you or your business…but if it does you need to have a plan on how to deal with the media interest. As a small business it wasn’t something we had discussed and didn’t have a plan for but fortunately a media expert, who happened to be a regular customer of our business, was in touch with us as soon as he heard the news to see if his help would be needed – and by god yes it was needed, very much appreciated and ultimately the best thing we could have done on the day.

Media are of course very apologetic about contacting you during a tragic situation but they are certainly like a dog with a bone – they don’t tend to give up easily until they get what the need from you, and because news reporting is a very competitive environment if they don’t get the information from you then they will look to other sources that you may or may not be happy with and may or may not be accurate…so…I learnt some very valuable lessons on the few days that followed this event which I want to share.

Have a media/PR consultant with you as soon as possible

Here are some reasons why:

• Unlike you, they will be unemotional and offer clear strategic thinking
• They will have valuable experience of dealing with media and knowledge of individual media personalities
• They can advise on what you should or shouldn’t say and who is best to deal with
• They can prepare media statements and control media liaison
• They can filter the media and act as the first point of contact to reduce what the key company spokesperson has to manage

Media will publish the news whether you like it or not so  “No comment” won’t necessarily cut it

It was certainly our first instinct not to comment to media as the event unfolded but it became apparent pretty quickly that wasn’t necessarily a good strategy…we certainly had nothing to hide and wanted to ensure inaccurate or irrelevant information wasn’t published.  So it’s better to be as open as possible with media offering prepared media statements so they publish information that is accurate and from you as the source. This can make a significant difference on how the event impacts your business reputation in the long run.

Social Media Tools Are a Vital Communication Tool

Communicating via your social media tools such as your business Blog, Facebook and Twitter pages will be a key part of your strategy during this time as an effective and instant method to get media statements and information out there easily. We also found it a great way for others to communicate with us in an unobtrusive way as a form of support.

Who to Contact?

Overall, you may not need to employ a regular media/PR consultant for your business but at least have knowledge of who you might contact if you need to and get in touch to form that relationship. From experience, I can confidently recommend Peter Heath from Text Write as an expert is Crisis Management – Many Thanks Peter for your valuable support of Salt Air.

This article was originally published here by Michelle Ackers

Few operators will implement all options at once due to budget and resources limitations or their business model.  It’s up to each business to research which elements are the most cost effective, which mix will fill capacity, which will be tasty in the short term and which will last the distance, which options go well together?

Below is a list of options you may have considered (disclaimer: in no particular order of importance!).

What are your top five most cost effective and how did you discover that they work? Is there something missing from list?

Branding

• Brand name – Product names
• Logo
• Tag line, key messages/ byline
• Photography

Marketing Collateral (Banners, brochures, flyers, signs and posters)

• Design (incorporating words, photography, logos etc)
• Printing/production
• Distribution and display costs – Brochure rack fees, Space rental (signage)

Website and E-marketing

• Website design – hosting
• Search engine optimisation
• Integrated /third party booking engine
• E-marketing – Third party directories, Free listings and Paid listings (online advertising), Pay-Per Click (Google Adwords etc), Other web advertising (Banner ads etc), Social Media (i.e. Tripadvisor, Facebook, Twitter, Youtube etc.), Other link building
• HTML Email newsletter

Public Relations

• Press releases – Consumer Press/ Trade Press, Distribution
• Editorial
• Media monitoring/ clipping service
• Media liaisons and events – Local-International, Samples/giveaways
• Media familiarisations – Travel and hosting costs
• Promotions – Giveaways
• Media resources – Media pack, Image library

Travel Agents and Trade Distribution

• Sales Relationship Management – Wholesale Travel Agent, Inbound Travel Agents, Online Travel Agents, Retail Travel Agents
• Trade Shows – TRENZ, Meetings, Kiwilink
• Trade directories/ brochures
• Sales trips – Local (inbounders), International

Advertising

• TV
• Radio
• Billboards and sign writing
• Print advertising (Newspapers/magazines)
• Advertorial
• Guide books/ directories
• Internet/Online advertising
• Other

Associations/Marketing partnerships

• Local partners
• RTOs/DMOs (Regional Tourism Offices)
• Touring Routes
• Other (Lodge Association, Motel Association, etc.

Does this sound familiar?

Sorry to burst your bubble but your ego will need to take a step back here, this is advertorial. The reason is simply “Ka-ching!” and there’s plenty of cowboys at this rodeo. Don’t get me wrong, not all advertorial is all bad, and to reach some niche markets it might be the only avenue you’ve got. So how do you decide if it’s really worth the dollars? Ask questions and be sceptical at their claims, your marketing dollar is worth it and you need to be in the saddle holding the reigns. Consider these points:

• How big is your love? What are their distribution or preferably readership numbers? What’s the readership demographic? Has it been audited or surveyed?
• Do my friends approve? Have you heard of the magazine before? If no ask them to send you a copy and assess the quality for yourself, or ask an industry peer if they’ve had experience with them
• Is there a tastier alternative? Identify another advertising option, one which you like or which you  have deem to be similar, check their performance and look at the price difference

Be prepared before you saddle up, you want a thoroughbred not an ass that only moves for money.   Had any Cowboy experiences? Let us know.