Promoting the Industry

Marti Mayne Recent publicity leads: Our thanks if you responded to BedandBreakfast.com's publicity leads last month. We received hundreds of emails in response to recent requests for September senior promotions, Halloween stories and events, and the "Tanks a lot!" free gas promotion. We'll be busy in the coming weeks creating releases from the material you sent. While it is impossible to respond individually, we will be in touch if we have questions when we create press releases from your input. We love to get your story ideas for press releases that can help us promote the B&B industry; please email Marti.Mayne@BedandBreakfast.com.

Publicity Primers: PAII 2004's Publicity Workshops

Among the workshops presented by Marti Mayne and Sandy Soule at the PAI 2004 conference in Rhode Island was a panel discussion, during which experienced travel writers and editors offered advice to innkeepers. Here is a recap of some of their most valuable pointers:

Email Etiquette: Never email anything to the media with attachments or graphics unless they have requested it, including imbedded or attached logos or pictures, e-stationery, and/or MS Word attachments. Send brief emails in text format, and note that photos and additional information are available on request. While logos and graphic headers look nice, their inclusion may mean that your email is blocked by newsroom spam filters. In addition, some freelance writers work with dial-up connections and older computers; downloading attachments tie up slower machines for long periods. Everyone is wary of viruses, and will not open attachments from unknown senders, especially zip files. Despite these caveats, all panel members requested news via email. While this is not universally true, it is increasingly the norm.

The role of the freelance writer: The newspaper travel editors on the panel emphasized that the majority of the content for their weekly travel sections came from freelancers they've gotten to know and trust, or from wire services, such as the Associated Press, Washington Post and LA Times, and others. To find qualified freelance writers, check out the websites which pair journalists with travel resources. Most of these require a paid subscription, with some being more expensive than others, but for those serious about reaching the freelance writers, here are a few are worth considering:

• Writers Marketplace
• Travel Publicity Leads
• Media Kitty
• Travelwriters.com

Press Kits:: An involved discussion about press kits revealed that the freelance writers and Internet content editors use them all the time, while the travel editors were less likely to use them. The basic press kit must contain the following key components:

• A detailed fact sheet including descriptions of each room, rates, directions from major cities and airports, innkeeper profile, history of the inn and more.
• A press release about the unique characteristics of the inn and its surroundings. What sets it apart from others?
• An up-to-date brochure and rate sheet.
• Copies of any news coverage that the inn has received. Remember: publicity begets publicity. Don't assume that the media won't cover you if you've already had articles in other publications. In fact, it's the opposite - coverage of your B&B validates your story.
• Remember to include a date and complete contact information for your B&B on every press release.

Be careful of your tone: The journalists on this panel asked everyone to remember that writers are real people, not publications. The panelists shared disturbing stories about how they'd been assaulted by innkeepers in person, by email and in phone conversations. If a member of the media writes something that you do not agree with, or is less than flattering, it is most likely a reflection on the experience they have had while either visiting or researching their story. In response, they suggested writing letters to the editor. In the case of freelance writers who write a story that either omitted important information, or painted a less-than-rosy picture, contact them and politely invite them back for another visit. While it may be hard to hear, remember to listen to their impressions, and wherever possible, follow up to correct any problem areas. One writer noted emphatically that publicity and advertising are not synonymous. "If you want to control every word that's published, buy an ad!" she exclaimed.

Media Invitations: In some cases, editors and freelance writers must sign contracts stipulating that their articles were not a result of a sponsored (i.e. free) trip. At the same time, freelance writers and even staff reporters and editors have miniscule travel budgets. Freelance writers who are struggling to make a living can't take a trip unless the cost of lodging and meals are covered. In some cases, a "don't ask, don't tell" approach has developed, where editors simply don't ask if an article is a result of a sponsored trip, so the writer won't have to tell. For more stringent publications, a press rate of traditionally 50% off the rack rate can also be offered.

Either way, it is perfectly acceptable, and in the case of freelancers, preferable for you to invite writers to visit you, either through an organized familiarization (fam) tour or by your personal invitation to the targeted media. Remember, if you don't invite them, you can't expect them to come. When extending an invitation be very clear about what is included and what is not; if you're unable to cover transportation expenses, be sure to mention it.

Other Short Pearls of Wisdom from the Media:

• Be innovative and creative. To stand out, offer something unique to the media - an unusual experience, product or class that exemplifies you or your B&B.
• Read the publications you want to target, and direct your story ideas to their weekly or monthly columns.
• No popular writer can answer all emails. When trying to reach the media, be persistent, yet polite.
• Think collaboration - make an exclusive offer for the readers of a certain website or email magazine. This works best for Internet travel media.
• Be absolutely sure to sign every message to the media (and for that matter, every single message you send) with a complete signature including your name, your B&B name, your address, your email and your website. Be sure to date every piece of correspondence and/or press release you send too.


• Spell check, spell check, and spell check.

BedandBreakfast.com Media Coverage

BedandBreakfast.com stories reached more than 12.8 million readers and viewers in April. If this coverage were purchased as advertising, it would have a value of close to $5,000. If you haven't yet done so, visit the Press Room to find a wealth of information on package ideas, travel advice for guests, press releases, and a complete editorial calendar, offering B&B story ideas for each month. Additionally, you'll find B&B industry history, facts and figures, as well as links to Sandy Soule's wonderful travel tips and advice columns.

Here's a sampling of some recent articles:

Best of BedandBreakfast.com Awards: We announced the winners of the Best of BedandBreakfast.com Awards for 2004. Both Yahoo! and the About.com Bed and Breakfast Guide covered the story, and About.com added a separate piece on St. Augustine's Casa de la Paz, winner of the Most Romantic B&B title. Marti Mayne was interviewed on C-FAX radio on Terry Spence's travel show about the Best of BedandBreakfast.com winners.

Family Travel Network, picked up the story about best B&B Deals for Families, offering it as a feature story with a link from their home page.

Travellady.com, with over a million hits a month, is running BedandBreakfast.com's story about farm and ranch vacations for families.

Bottom Line Personal, a newsletter claiming to be home to America's experts on everything, got a jump on Halloween in their June issue, featuring a number of haunted inns offered by BedandBreakfast.com press releases.

WomansDay.com, included a write up about BedandBreakfast.com 's Girlfriends Getaways in their April 4th issue.

"Where To Retire Magazine listed BedandBreakfast.com as a great source for those searching for B&Bs in an article that appeared in the March/April issue.

After reviewing some of these articles, we believe you'll now agree that it does pay to respond to BedandBreakfast.com's publicity leads. Through our PR efforts, your packages and features are listed on major media outlets -- often with links directly to your site. Just as important, don't forget to post the specials that are featured in our releases.

This Month's Sponsor

Online Trade Show

Click to visit our newest vendor members:

• B&B Team Realtors
• Innkeeping Specialists
• Innstyle Supplies & Linens
• New England Inn Brokers
• North Carolina Inn Brokers
• RusticDecorating.com Signs

More vendor info...

Gift Certificates

Woolverton Inn, Stockton, NJ

Watch your mail for big news on BedandBreakfast.com Gift Certificates, now changing to a electronic format. Funds for redeemed certificates will be transferred directly into your bank account within four business days! No more certificates to mail! Don't miss out! To join the almost 3600 participating inns, just log in to your home base with your property ID and password, or click here for more information.

Traffic statistics

Log in with your property ID and password for details on the number of page impressions and click-throughs your B&B has received as a result of all BedandBreakfast.com online marketing, including property listings, Featured Property, and Inn of the Month advertising. More information

Member Information

To update your entry, post specials, and renew your membership, please log in with your property ID and password. Can't remember your password? Click here, then enter your property ID and we'll email it to you. Don't like your password? Once you're logged in to Home Base, just click "Membership," select "change password" (#7 in dropdown menu), and choose another that's easier to remember. More information

Referral Program

Save hundreds of dollars in membership costs with the BedandBreakfast.com Member Referral Program. Log In here with your password & property ID for details.

Inns for Sale

"We advertised our B&B in your Inns for Sale section in January, and started getting inquires a week later. In February, a couple came from Florida to visit us in Cat Spring, Texas. We made a deal, and they begin officially on April the 5th as the new owners. What you are doing really works." Sunny and John Snyder. Email us today and we'll put you on our special offer mailing list. Read more

Innkeepers Information Center

Need more info? You’ll find lots of educational articles on our site for your convenience.

•  Resource Library
•  Member Checklist