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1. The Evolution of Editorial Coverage Deborah Stone, Pineapple Public Relations www.Pineapple-PR.comdstone@pineapple-pr.com 404-237-3761 Sponsored by the Eastern Band Of Cherokee Indians www.Cherokee-NC.comtravel@nc-cherokee.com 800.438.1601 Interested to learn more? Southeast Tourism Society Membership www.SoutheastTourism.orgSTS@Southeasttourim.org 404-364-9847

2. The Evolution of Editorial Coverage or How come THEY got in Southeastern Traveler magazine and not ME! Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

3. Pineapple Public Relations Pineapple Public Relations is a boutique agency with more than 15 years of success serving clients in the tourism, hospitality and lifestyle industries. A full-service public relations agency, Pineapple Public Relations specializes in providing strategic public relations planning and implementation for a wide range of DMOs, hotels, resorts, food & beverage and lifestyle clients and infusing it with a genuine passion. From USA Today, the CBS Early Show to AJC.com and the pages of Condé Nast Traveler, Pineapple Public Relations crafts unique messages to garner national and regional headlines for our clients. Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

4. The best things in life are free…….NOT The Evolution of Editorial Coverage Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

5. The Evolution of Editorial Coverage • The New Media Landscape • To FAM or not to FAM • Hit the Road Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

6. The New Media Landscape • Know your target media • Create a manageable list • Identify Key Influencers • Research and Read • Excel at managing the relationship • Adding Social Media to the Mix Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

8. Get Social Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

9. Travel Writer Groups Make your Facebook Page Media Friendly Bit.Ly your press release (tinyurl.com) Photos &Video Media Contacts on Info Page Selectively Post Partner Press Releases Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

11. Bloggers • Find them • Cision, MyMediaInfo, Vocus • Travelblogsites.com • Niche Topics • Key Influencers Link • Elliott.org • Takingthekids.com • Google • Rank them • Compete.com - Pitch Them Follow same protocol as dealing with traditional Bloggers tell it like it is - FTC Disclosure Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

13. S ocial media platforms expand your reach and audience.

16. Getting Noticed Communicate The FAM Trip Hit the Road Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

17. Communicate Create an Editorial Calendar out of your: • Key Messages • Amenities • Events / Festivals • Milestones • Package • Seasonal Appeal • Media Deadlines • Distribution • Personalized Pitches • Press release (Facebook) • Phone calls • Tweet • Hootsuite • Tweet deck • PRWeb, PitchEngine, Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

18. W ith the rapid evolution of technology, we are able to expand the reach of traditional press releases by creating multimedia news releases. Unique URL for easy media access Downloadable photos W eb-based vehicles also increase the visibility of your message. Hyperlinks to related information Direct links to e-mail media contacts Social media network sites

21. Why a FAM Trip • Creates a call to action • Personal Experience • Control the experience • Opportunity to build relationships • Time and cost efficiencies in bringing in as a group No Better Way to showcase your message • Theme it: Golf, Beaches, Wine, Outdoor Recreation, New and Notable • Save the Date • Make it special • Make it experiential • Consider the sun! • Conduct a Dry Run(s) • Timing issues, awareness issues among partners and participants, general readiness • Run point on all stops; check hotel rooms. Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

22. During the trip • Allow time for photography • The Bloggers Blackberry Prayer • Have knowledgeable experts participate every step of the way • “We’re walking, we’re walking, we’re walking” Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

23. Delete • travelinggal • http://twitvid.com/Z9TZJ - Ladies and gents, Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel1,284,769,969,000.00 via TwitVid.com • Delete • travelinggal • http://twitvid.com/NF2PD - Warming up for Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel1,284,767,727,000.00 via TwitVid.com • Delete • travelinggal • http://twitvid.com/R0EQO - Larkin Poe, opening band for Charlie Daniels, #AugustaGa, #gatravel, #shmtraveler, #setravel1,284,766,558,000.00 via TwitVid.com • Delete • travelinggal • Grape cake with cheez it ice cream at Roosters Beak, #AugustaGa, #gatravel, #shmtraveler, #setravelhttp://yfrog.com/0kyithj1,284,764,833,000.00 via Twitter for iPhone • Delete • travelinggal • Blueberry bacon ice cream at Roosters Beak, #AugustaGa, #gatravel, #shmtraveler, #setravelhttp://yfrog.com/mukldlj1,284,764,191,000.00 via Twitter for iPhone • Delete • travelinggal • Rooster pizza at Roosters Beak, #AugustaGa, #gatravel, #shmtraveler , #setravelhttp://yfrog.com/1sc5qnj1,284,762,515,000.00 via Twitter for iPhone • Delete

24. C BS Atlanta, Points North, Travel Girl and Atlanta Journal- Constitution travel writers were among the media who attended a Barnsley Gardens media day.

25. T his Media FAM Trip to Telluride, Colorado garnered more than $290 thousand in publicity value, reaching more than 3.7 million people with the Inn at Lost Creek message.

26. Individual Visits • Establish a SOP for media visits • Secure participating partners in advance • Develop a Reservation Request Form • Online • Partner Communication and Confirmation • Creates Itinerary • Develop a Media Visit Policy • Complimentary Rooms • Meals on their own • Transportation provided, or not • Have a Media Rate for those who cannot accept complimentary trips • Face to face meeting Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

27. Hit the Road • Deskside Interviews • Media Missions Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

28. Hit the Road • Deskside Interviews • Target Editors, writers and bloggers in key cities. Don’t forget online. • Brief 15 – 20 minute meetings • Presentation – laptop, creative, high energy • Come bearing gifts • Give and take Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

29. Hit the Road • Media Missions • Put on a Show • Strength in Numbers • DMO / CVB Members • Individual Properties • Chefs, Golf Pro, Meetings / Weddings expert, Naturalist • Area Attractions • Research Grant Money • Co-host with your sales team, sports marketing, meeting planners to maximize event. • Follow-up, Follow-up Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

30. A ugusta representatives traveled to Birmingham, Alabama to meet with Southern Living, Birmingham Home & Gardens, Birmingham News and key travel journalists at this “drive-time”-themed media mission.

31. Getting National Attention: New York City Deskside Interviews 3 9 $1 Days Million in publicity + Media = in the Interviews Big Apple

32. The Power of PR The Right Story + The Right Distribution Vehicles + (PR) Personal Relationships = Editorial Coverage Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com

33. Results

34. Deborah Stone, President Pineapple Public Relations 3380 Hardee Ave. Atlanta, GA 30341 Phone: (404) 237-3761 Fax: (404) 237-7948 E-mail: dstone@pineapple-pr.com Find us online: Twitter: PineapplePRos Facebook: http://tinyurl.com/PineappleFB Web site: http://www.pineapple-pr.com

35. Presented by Eastern Band of Cherokee Indians www.cherokee-nc.com