Nancy Trejos Travel Editor for USA Today and Paul Brady from Condé Nast Traveler.
The Public Relations Society of New York chapter recently held a Meet the Media panel featuring two writers from USA Today and Conde Nasté Travel. USA Today has a daily readership of 3 million+ and total circulation of 2,862,229. The USA Today websites had nearly 38 million unique visitors and 654 million page views as of February 2014. Condé Nast Traveler Magazine has over 780,000 subscribers and 2.6 million unique visitors to the website.
Paul Brady of Condé Nast Traveler stated that since most journalists and reporters are busier than ever with only so many hours in their day, he finds himself more reliant on PR professionals to provide story tips and information but does not want the story to sound like a press release. Paul gets his story ideas from trending topics on Facebook and is open to being pitched on social media. Some recent topics Paul has covered include trends such as apps that improve the air travel experience and mobile check-ins to avoid the lines.
Paul spoke about a recent pitch e-mailed by Global Gateway Alliance an organization that strives to improve New York City airports. Global Gateway provided a fact based and credible sourced study that was not just an exclusive for Condé Nast but also a great story with facts and perspective. He also spoke about receiving a pitch from a private jet group that gives travelers an around the world experience for $180,000. The problem was that the Condé Nast travel budget does not allow for Paul to experience the trip so the private jet group told Paul that the plane was going to have a stopover at a New York airport and invited him for a tour. After hearing a presentation given by the jet company Paul was able to get information on the travel experience the jet company provides. Paul concluded by telling the audience how the recent Condé Nast website relaunch offers the opportunity for video to be included with web stories and one that impressed him was drone footage submitted by a cruise line. Even though it was a commercial, the footage was exciting to watch and ended up being posting on the site.
You can follow Paul Brady on Twitter @p_brady
As the Travel Editor for USA Today, Nancy Trejos shared that an email pitch that catches her attention usually begins with “There is this trend currently at XX Hotel but you can also find this trend at hotels in Las Vegas, San Francisco, New York City, etc…” She advises PR folks to think beyond the USA Today print version but to include the USA Today web properties as well to reach a large online audience. One thing is for a week and most don’t realize she has to go out and cover stories and meet deadlines. Some trends going into 2015 include Starwood Hilton smart keys which most other hotels will eventually have smart keys. Nancy also wondered if the fully digitized hotel trend will include robotic butlers and maids as well as Google glass getting into the area as well.
She mentioned some great bargain destinations such as Puerto Rico offering direct flights under $380 with no passport needed. Similar to Paul’s pricey jet experience Nancy spoke how USA Today was not able to afford a first class Emirates trip on Qatar airways but attended a dinner onboard the plane at Dulles Airport. She learned that a wine consultant picks specific wines from all over the world for business and first class passengers and became an article. Nancy also requested videos now that the New York bureau of USA Today has her interviewing chefs in restaurants and hotels for the food and wine videos that are found on the USA Today website.
You can follow Nancy Trejos on Twitter @nancytrejos
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From the October 27 eMarketer article, “Why Watch Online TV? It Makes Life Easier” based on an August 2014 research by comScore, the top four reasons US internet users say they watch TV online is
1. Preferred to watch on their own schedule
2. More convenient
3. Ability to skip commercials
4. Prefer to watch multiple episodes at once aka binge viewing.
Why do you watch television shows online?
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Don’t take it personally. If you are creating ads to be seen on a mobile device, the eMarketer August 18 article, “Ever Wonder Why Consumers Don’t Click on Mobile Ads?” a March 2014 Nielsen for xAd poll reveals the top four reasons people don’t click on mobile ads are:
1. Wasn’t interested in the offering
2. Wasn’t relevant to the person
3. Did not even look at the ad
4. Was able to get what they needed without clicking
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Health coverage and the twenty four hour television news cycle leaves some confused as to which health topics end up getting coverage. I attended a Public Relations Society of New York chapter panel with Dr. Jennifer Ashton, ABC news Senior Medical Contributor to find out which find out the process and best practices of getting a health or medical related story on ABC News. You would think having your own OB/GYN practice would be enough to keep Dr. Jennifer Ashton busy, but she is also the ABC News Senior Medical Contributor appearing on various ABC News programs such as Good Morning America and World News Tonite. Dr. Ashton believes when medical and health news segments appear on television, those segments should be understood not only by a medical doctor but people of all ages so you need to deliver clear and detailed information on all levels.
Dr. Ashton gets story ideas from e-mail and works with a ABC news producer creating the story. After doing more research Dr. Ashton meets with a ABC News staff writer along with the producer to determine the most relevant information to cover for that health news segment. Dr. Ashton receives a large amount of daily e-mails from PR folks pitching her to cover stories such as a new medical procedure or an amazing facility, though she would love to cover each and every story, in the end it is the television executives that determine what gets airtime. Jennifer is amazed that what she thought would be a popular medical issue/story at times will only be on air for just a minute or two.
Another method Dr. Ashton is able to determine if a story was popular is after the segment has aired she will do twitter chats. She is always surprised to find that a story she thought would be popular and create a lot of interest (breast cancer) only gets a few tweets and questions whereas a segment on the Paleo diet gets endless questions.
Dr. Ashton also addressed the recent death of Joan Rivers, and how it could relate to any recent celebrity death when the media is looking for answers and how to advise your clients if they are put on air to provide a medical opinion. When Dr. Ashton was asked herself to provide a medical reason after the incident she thought about Joan River’s daughter Melissa. Jennifer felt the explanation of her death should be accurate, considerate, and ethical. Dr. Ashton explained that what happened to Joan Rivers is actually a common occurrence in elderly seniors and the answer was that if you are giving an eighty year-old patient anesthesia, there are going to be risks. Jennifer suggested that you do not want to put your client into a trap when providing an on air interview as it is very easy to suggest or provide a medical diagnosis without all the facts since it can turn out to be false.
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Some may think newspapers will soon become extinct but if they keep on creating coupons, newspapers may have more life left. From the eMarketer October 2 article, “Newspaper Inserts Still Have Their Perks,” it is revealed that the top four sources to find coupons are:
1. Sunday newspaper inserts or circulars
2. Advertising that comes in the mail
3. Weekday newspaper inserts or circulars
4. Download and print form the internet
How do you find and get your coupons?
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