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O'dwyer's Jul. '17 Travel & Tourism PR Magazine

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O'dwyer's Jul. '17 Travel & Tourism PR Magazine Communications & New Media July 2017 I Vol. 31 No. 7 How kids are shaping travel, vacation destinations Creative staff shortage THE TRAVEL ISSUE hits PR industry Why domestic vacations will dominate in 2017 How Hispanics have become a top market for hoteliers July 2017 | www.odwyerpr.com Tips for travel trade show PR Vol. 31. No. 7 July 2017 EDITORIAL FIVE WAYS TO RETAIN TOP Help wanted: Crisis manager for TALENT brand USA Agencies need to keep people who 6 19 bond with co-workers and clients. SHORTAGE OF CREATIVE STAFF HITS PR INDUSTRY MAKE U.S. HISPANICS TOP Filling key creative staff positions 8 TARGET FOR HOTELIERS is becoming increasingly difficult. How hotels can attract a powerful 20 and growing consumer segment. AMERICANS QUESTION 10 MOTIVES BEHIND CSR Who benefits from corporate NEW MEDIA PRESENT social responsibility efforts? 9 EXPANDED OPPORTUNITY Consumers aren’t sure. Meeting the challenges of media’s 21 evolution can yield big rewards. PR FIRMS REPORT LOWER PROFIT, STAFF PAY A new report says operating profit TRADE SHOWS OFFER A and staff pay were down in 2016. 9 WORLD OF POSSIBILITIES To get coverage for travel clients, 22 consider a consumer trade show. A BRAVE NEW WORLD INFLUENCERS BENEFIT 16 WWW.ODWYERPR.COM FOR TRAVEL PR Exploiting new opportunities from CAUSE MARKETING Daily, up-to-the-minute PR news influencer marketing to social 10 Online influencers make people strategies and sponsored content. 22 more likely to support a cause. DOMESTIC VACATIONS PROFILES OF TRAVEL & DOMINATE IN 2017 TOURISM FIRMS A recent survey shows that more 24 U.S. travelers are planning to stay 12 stateside this year. RANKINGS OF TRAVEL & TOURISM FIRMS GIVING TRAVEL PR AN 35 INTEGRATED APPROACH PEOPLE IN PR Forging a connected path in a complex new marketing world. 14 39 WASHINGTON REPORT A DUAL STRATEGY FOR EFFECTIVE OUTREACH Travel PR campaigns need both 40 EDITORIAL CALENDAR 2017 traditional and social outreach. 16 January: Crisis Comms. / Buyer’s Guide columns February: Environmental & P.A. KIDS CALL THE SHOTS PROFESSIONAL DEVELOPMENT March: Food & Beverage ON FAMILY VACATIONS Fraser Seitel April: Broadcast & Social Media Popular websites and platforms 36 May: PR Firm Rankings are seeking out kids’ opinions 17 FINANCIAL MANAGEMENT June: Global & Multicultural about travel destinations. 37 Richard Goldstein July: Travel & Tourism August: Financial/I.R. DEMOGRAPHIC SHIFTS GUEST COLUMN September: Beauty & Fashion Arthur Solomon AFFECT TRAVEL PROS 38 October: Healthcare & Medical Destination marketers need to 18 November: High-Tech focus more on diversity. December: Entertainment & Sports ADVERTISERS 5W Public Relations .......................................3 Marketing Maven ............... Inside Front Cover rbb Communications ...................................15 Hawkins International Public Relations .........5 MMGY Global ................................................7 Strauss Media Strategies ..............................8 Lou Hammond Group ..................................11 Omega World Travel ...................................23 TV Access ...................................................36 Magrino PR and Social Media .....................13 Peppercomm ................................ Back Cover O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. EDITORIAL Crisis manager wanted for Brand USA onald Trump has greatly diminished Brand USA and it’s going to take one genius of a cri- sis manager to restore luster to the country’s image overseas. That’s a takeaway from Pew EDITOR-IN-CHIEF DResearch Center’s study released June 26 about the perception of the U.S. Jack O’Dwyer Pew polled 40,000 people living in 37 countries. The survey found that Trump and his policies [email protected] are “broadly unpopular around the globe.” Just 22 percent of overall respondents have confi- dence that Trump would do the right thing in international affairs. That figure compares to the ASSOCIATE PUBLISHER 64 percent who expressed confidence in Barack Obama. More than half of the respondents in John O’Dwyer 26 of the nations polled consider Trump dangerous. [email protected] The Trump brand is downright toxic in key ally nations such as Germany. Only 11 percent of Germans are confident that Trump will do the right thing, compared to an 86 percent score for Obama. SENIOR EDITOR Pew also found that America’s image fell most in places where confidence in Trump tanked the Jon Gingerich most. Less than half (49 percent) of those polled hold a favorable view of the U.S. That’s down [email protected] from 64 percent under Obama. SENIOR EDITOR Trump’s policies, such as building a wall along the US-Mexico border, withdrawing from the Kevin McCauley Paris Accord/trade deals and restrictions on travel from some Muslim-majority countries, are [email protected] universally jeered. The scoreboard for Trump’s characteristics were abysmal: arrogant (75 percent), intolerant (65 percent), dangerous (62 percent), strong leader (55 percent), charismatic (39 percent), well ASSOCIATE EDITOR qualified to be president (26 percent) and caring about ordinary people (23 percent). Steve Barnes The views of America’s once vaunted “soft power” have also slipped, according to Pew. For- [email protected] ty-six percent of respondents now “dislike” vs. “like” “American ideas about democracy.” Fif- CONTRIBUTING EDITORS ty-four percent consider it “bad” vs. “good” that “American ideas are spreading here.” Fraser Seitel But here’s the survey’s real bombshell: Canadians don’t like us anymore. For the first time since Richard Goldstein Pew’s begun polling, The Great White North’s favorability ratings toward its southern neighbor fell below 50 percent. Only 43 percent of Canadians now have a positive image of the U.S. Thanks, Donald. In the immortal words of George W. Bush, “You’ve done a heckuva job.” EDITORIAL ASSISTANTS Democrats need to retool PR shop & RESEARCH Jane Landers The Democrats, the one party that can repair the U.S.’s declining reputation, once again Caitlin Dullahan-Bates crawled home with tails between their legs following demoralizing losses in June’s House races in Georgia and South Carolina. It’s time for the Democrats to retool their communications shop. The defeat of 30-year-old wunderkind Jon Ossoff by a healthy four-point margin especially John O’Dwyer hurt the credibility of the Democratic PR effort. But what was the party thinking? How could a Advertising Sales Manager 30-year-old documentary filmmaker who lives outside Georgia’s Sixth District take a conserva- [email protected] tive seat that was held since the 1970s by Republican stalwarts such as Newt Gingrich and now Health and Human Services Secretary Tom Price? O’Dwyer’s is published monthly for $60.00 To the Democrats, it just didn’t matter. Progressives, still smarting over Donald Trump’s vic- a year ($7.00 a single issue) by the tory over Hillary Clinton, “nationalized” the suburban Atlanta race, opening the floodgates for J.R. O’Dwyer Co., Inc. progressives to jump in. That simply doesn’t work. More than $25 million poured into Ossoff’s 271 Madison Ave., #600 campaign coffers, much from the Hollywood celebrity crowd of Jane Fonda, Chelsea Handler, New York, NY 10016. Sam Waterston, Mark Ruffalo, Samuel L. Jackson, Alyssa Milano and the bunch. (212) 679-2471 Fax: (212) 683-2750. The Republicans, meanwhile, played their cards close to the vest, selecting veteran politico Karen Handel to take on Ossoff. You’ve got to hand it to the Grand Old Party. It knows how to © Copyright 2017 J.R. O’Dwyer Co., Inc. win. While his progressive allies urged Ossoff to attack Trump, the candidate was in a losing posi- OTHER PUBLICATIONS: tion. Since the President has many supporters in the Sixth District, Ossoff saw little benefit in bashing the President. That drew the ire of the progressive crowd, which began to paint Ossoff www.odwyerpr.com Breaking news, commentary, useful data- as a “centrist,” a fate worse than death for many on the professional left. bases and more. MoveOn.org criticized Ossoff for missing an opportunity to attack proposed cuts in health- care, especially in the district once represented by Price. Ossoff, instead, opted to appeal to O’Dwyer’s Newsletter Republican moderates in the District, stressing his plans to keep a lid on the nation’s spending. A four-page weekly with general PR There just weren’t enough of those moderates to put him over the top. news, media appointments and placement Democrats now are claiming a Pyrrhic Victory, patting themselves on the back for running opportunities. such a competitive race. That’s a loser mentality. As David Axelrod pointed out in June, there O’Dwyer’s Directory of PR Firms are no prizes for second place. The Democrats oversold their chances in Georgia, while their Listings of more than 1,250 PR firms candidate in South Carolina, Archie Parnell, came closer to defeating his opponent than Ossoff throughout the U.S. and abroad. did. Parnell flew well under the radar of national Democrats. O’Dwyer’s PR Buyer’s Guide If the Democrats want to take back the House, they have to put aside their obsession with Products and services for the PR industry Trump. The Democratic Party needs candidates who are far from the star power of Hollywood, in 50 categories. and it needs qualified people who are respected in the communities in which they’re running for office. jobs.odwyerpr.com —Kevin McCauley O’Dwyer’s online job center has help wanted ads and hosts resume postings. 6 JULY 2017 | WWW.ODWYERPR.COM REPORT PR industry facing creative staff shortage Hiring managers working in the marketing industry now face in the least demand among advertising and marketing executives include media ser- challenges hiring professionals to fill key creative positions.
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