COMMUNICATIONS

Responsible for managing all external communication activity, including all public relations, media relations and local awareness functions, the Communications team seeks to identify key issues and opportunities to deliver timely and accurate information and assure its distribution. We utilize all media platforms while working to reinforce and foster communication and engagement processes and work with other CVB departments and external partners to promote Greater Palm Springs.

MEDIA RELATIONS

The 2019 Media Relations strategy focuses on media outlets reaching high-yield audience with the greatest likelihood to travel to Greater Palm Springs. It is a proactive media relations program with an emphasis on relationship-building and on-brand, news-ready outreach to generate earned media in strategically targeted outlets and ensure key messages are conveyed in editorial, broadcast and online placements.

National and International

Expand and Infuse Media Coverage with Brand Messaging

We will encourage journalists on assignment to expand and infuse stories with brand messages, as well as with seasonal and niche story ideas. In addition, we will promote inclusion of call-to-action conversion-oriented elements including CVB website resources, multimedia assets, travel packages, events and online booking (e.g., aRes). NEW
Leverage Niche Assets to Generate Media Interest

Including execution of a media strategy and outreach plan to connect with journalists/influencers to increase awareness of the destination attribute, we will generate media interest by expanding and leveraging niche assets. NEW
Execute Destination Immersion Site Visits

For media and influencers with special focus on establishing new connections within niche areas (e.g., meetings, health & wellness, arts & culture, outdoor adventure, LGBT, culinary). NEW

Media tours and site visits are used to elevate personal connections with media and increase dialogue and the Communication team’s influence on Greater Palm Springs stories, while also seeking opportunities to secure on-the-spot broadcast coverage. The Communications team will conduct media tours that leverage a diversity of media and publicity opportunities, including deskside visits, broadcast interviews, sponsored/hosted activities and destination showcases.
Generate Positive Media Coverage

We will increase the quality of print, broadcast and online coverage while generating positive media coverage on Greater Palm Springs as a premiere domestic and international leisure and meetings destination.
Create Customized Pitches

Focusing on editors, journalists, bloggers, influencers and video/rich media producers, we will create customized story coverage pitches, as well as identify and respond to pitch opportunities generated through outside sources. We will also continue to evolve pitch and press release tactics to provide media contacts the news and destination insight that is most relevant to their coverage.
Cultivate New and Existing Media Relationships

Through meaningful one-on-one connections including media tours, targeted pitches, networking events and story support, we will cultivate new and existing media relationships.
Maintain Industry Conference Presence
The team will maintain an industry conference presence targeting events that focus on media networking and marketplace opportunities. Schedule to include:
- International Media Marketplace and Visit California Media Mission – January
- Visit California Mexico Media Mission – March
- Visit California Korea & Japan Media Mission – April
- DineGPS Media Event - May
- IPW Anaheim 2018 - June
- SATW Eastern Chapter Meeting – June
- PRSA Travel & Tourism (Public Relations Society of America) 2019 Conference – June
- TMAC (Travel Media Association of Canada) 2019 – June
- Visit California U.K. and Ireland Media Mission - July
- IMEX Las Vegas - September
- Greater Palm Springs San Francisco Media Event – September
- Greater Palm Springs Los Angeles Media Event - October
- Visit California Canada Media Mission - October
- SATW Marketplace - October
- ILTM (International Luxury Travel Market) – December

Local

The local PR strategy will focus on elevating Greater Palm Springs brand awareness to local consumers, media and members of the Greater Palm Springs hospitality community.

Promote positive impact of tourism through public awareness initiatives and a series of press releases detailing travel figures specific to Greater Palm Springs. NEW
Work with appropriate communications and public relations representatives in local organizations to collaborate on story ideas and to ensure consistent messaging on brand and marketing the destination. NEW
Engage in building strong relationships with local television, print, radio and online media to help build credibility in the local and business community.

COMMUNICATION STRATEGIES

Striving to be transparent, clear, accurate and proactive in our communications with media and CVB Partners, the Communications team will stay up-to-date with and seek out new trends to ensure the team remains innovative and forward-thinking in communication tactics.

Increased Media Resources
- Position Greater Palm Springs executive staff as travel industry experts for media to use as top-of-mind sources for stories on tourism. NEW
- Work with Brand Communications to create ready-to-use articles, collateral pieces and presentations for use by CVB HQ staff and international offices. NEW
- Update the online newsroom to meet changing needs of journalists on assignment, including photo/video asset management and streamlined media vetting.
- Consistently refresh and promote accessibility of new and refined online collateral materials in the online media center, such as our electronic press kit, B-roll, video, still images and more. This will include but is not limited to information on new developments and major events, as well as renovations on current properties and attractions.
Expanded Targeted Outreach
- Further grow credibility and awareness for the Greater Palm Springs food scene by leveraging content, including assets from Greater Palm Springs Restaurant Week, to further media relations efforts. NEW
- Develop public relations campaigns to complement marketing plan initiatives.
- Work with the Social Media team to strengthen the use of social media as a proactive tool for media outreach, research and targeted pitching.
- Maximize perennial media and consumer interest in season-specific travel through well-timed PR campaigns integrating media and content/social marketing.
- During typically slower summer months, hone-in on broadcast and news opportunities in key drive markets to boost awareness of seasonal offerings and time-sensitive event news (e.g., chill offer packages).
- Leverage partnership with Visit California by participating in media receptions and missions in key markets and hosting media in market.
- Utilize representation to continue to grow brand awareness in key international and domestic markets.
United Kingdom and Ireland - Black Diamond
Australia - Gate 7
China - Aviareps
Germany - MSI
France - mNO - NEW
USA/Canada - DCI
Continued Improvement of KPIs
- Track effectiveness and ROI of media relations efforts by employing news/clips services, tracking media touchpoints and site visits, logging proactive pitches, monitoring release performance and assessment of online, print and broadcast placements.
- Receive a 3650 in our overall Barcelona Principles score (NEW) as well as a 2000 in our Media Assistance score. The Barcelona Principles is a set of seven principles that provide an overarching framework for effective public relations and communication measurement.
Our 2019 consumer earned media goals are as follows:

Barcelona 3650

Number of Media Outreach/Assists 2000

Media Value Tracking

Our Convention media goals are as follows:

Earned Media Placements 30

COMMUNICATIONS

MEDIA RELATIONS

National and International

Local

COMMUNICATION STRATEGIES

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Barcelona	3650
Number of Media Outreach/Assists	2000
Media Value	Tracking