HOW DO WE WORK WITH THE RV MEDIA

Rural Communities, as well as metropolitan areas, know they can benefit from articles that appear in RV reading materials. These questions have followed the seminars already presented in 35 states, ASTA, NTA and ABA.

1. How do we reach RV media?
GoRVing.com
RVIA.org

2. How the Media Works
When I became president of the National Tour Association in 1993 I was sent to Media Training as part of my presidency. Cathleen Johnson, from Edelman guided me through this process in Chicago. She and other media experts have provided tips for the beginner as well as the experts during a similar process. To me these were life skills that I have always appreciated during my 27 years of business.

3. What does it mean to have excellent media relations skills?
TRANSLATION: Reporters respect you (and return your calls) because…

• You feed them stories that are timely, important and relevant to their beat
• You are an accurate source of information
• You get them the goods on time
• You aren’t a pain-in-the-you-know-what when contacting them

4. What is the best question to ask before you do your pitch?
Do your homework and Consider newspapers, magazines, radio
shows, TV programs, business journals, syndicated writers, trade magazines,
and the internet. Then identify reports who would be interested in your article.
Look at your options:

• reporters
• editors (but NOT managing editors-- they do not make editorial decisions.)
• freelancers (many contribute to several major publications.)
• analysts (if you need to win over business press…)

Create a media list using GoRVing.com and links, read magazines that address the RV market, do walk around research and ask RVers for their opinions, visit campgrounds, go to dealerships and RV rentals and ask your colleagues

– Consider all the options: At major outlets, there may be several reporters to contact (for instance, major national publications may have many reporters covering the same area, such as health or consumer brands). Consider...

• reporters
• editors (but NOT managing editors-- they do not make editorial decisions.)
• freelancers (many contribute to several major publications.)
• analysts (if you need to win over business press…

Track the media outlets and know their dealines.

5. How do you contact them?
Give them the news on the phone

• Send a personal e-mail (pitch, press release)
• Send snail mail
• Meet in person
• Put a press release on the wire/distribute a VNR
• Arrange a press conference

6. When do I contact them?
Newspapers between 9:00 – 11:00 AM
TV
• Morning news
      – Between 1/2 hour to 3 hours after the show
• Noon news
     – Between 8:30 a.m. and 9:30 a.m. and after 1 p.m.
• Evening news
     – Between 9:00 a.m. and 2:00 p.m.
• Weekend news
     – Wednesday/Thursday/Friday after 10:00 a.m.
Radio
• Morning shows
     – Between 1/2 hour to 3 hours after the show
     – Up to 1 hour before show and between 1/2 hour to 2 hours after show
E Publicity
• e-publicity: obtaining editorial coverage for clients with on-line outlets through original editorial placements, interviews, webchats, webcasts and video offerings.
• e-publicity is applicable to all companies including dot.coms

Make the tools of the trade web friendly

DO and Don’t of Pitching

Do:
Once gain do your homework. Know why you are pitching this news. Think about their audience. Decide on your main points and what you want to say. Create different angles and be brief. Leave your name and number at the beginning and end of you leave a message. Repeat your phone number twice and slowly.

Don’t:
When sending e-mail do not send attachments, but put in main part of e-mail message. Send e-mail to each individual, not mass persons.

Summary:

• KISS - Keep it short and simple
• Get the reporters attention
• Sell the story
• Determine Interest
• No means no
• Note all responses
• Work local angle
• Tie in to current event or special holiday
• Take advantage of visual aides
• Be positive and persistent

Following the advice several media outlets were contacted and the following info was provided.

RV LIFE, Editor, Mike Ward

Press releases can be sent to us at our mailing address or by e-mail. I think e-mail is the preferred way these days. The releases should be addressed to editor@rvlife.com.

We run a calendar of events, which is a summary of upcoming events of interest to RVer; a product news column, which spotlights products of interest to RVers, and a news briefs column, which can be just about anything else of interest to RVers. These columns rely heavily on press releases for material.

The feature stories in the magazine are produced by freelance writers, and we are always open to new writers. The first thing anyone interested in writing for the magazine should do is contact us and ask for our editorial guidelines and our editorial calendar. This will give them an idea of what we are interested in, preferred length, how much we pay, etc. Like press releases, articles can be submitted by regular mail or e-mail. It's a good idea to submit an inquiry first to see if we have any interest in the story. If we do, the article can then be submitted, but we only pay for the article if we publish it.

We like to have photos with the articles. Increasingly, people are submitting those by e-mail, and that seems to work best these days, but we also can handle slides or prints.

HIGHWAYS MAGAZINE, John Sullaway

EDITORIAL GUIDELINES

Thank you for your interest in Highways, the official publication of the Good Sam Club. Highways is published 12 times a year by TL Enterprises Inc. and is a sister publication of Trailer Life and MotorHome.

Highways is a specialty magazine for RV enthusiasts and has a circulation of more than 960,000. We suggest that interested contributors study recent issues before sending us queries.
All queries must be submitted via e-mail to jsullaway@affinitygroup.com .
We do not accept unsolicited manuscript submissions.
The response time to queries is generally four weeks. Our staff works considerably with freelancers, but primarily on assignment. If you receive an assignment, the text of your story must be e-mailed to us, followed by a hard copy by postal mail.

Payment is on acceptance for publication. Highways buys first North American serial rights and electronic rights. The editors reserve the right to edit and even rewrite any article in order to make it suit the theme or space limitations of a specific issue. Major alterations will be discussed with the author when possible.

TRAVEL FEATURES
The easiest way to sell your work to Highways is to query us on an interesting and tightly focused RV travel story. We need features that evoke the sights, sounds, smells and even tastes of specific travel destinations. Consequently, we’d much rather have a tight 1,000 words on traveling to Anchorage in the spring than on all of Alaska.

We are also looking for short — 800 words — first-person stories written in a smart and breezy style. These could be about your RV travels or about how a Good Sam Club benefit proved of particular value to you. Again, submit a query, not the entire feature. Fees for full-length travel features with photos start at $300. Higher fees are negotiable. Short travel features start at $75. First-person and how-to features start at $200.

If you are assigned a story by the editorial staff, please keep in mind that you now represent the magazine. Be conscious that if you receive information or materials about the subject/area you are covering, you must still write an ethical, objective story.

MAINTENANCE AND TECHNICAL
Highways publishes several types of technical stories, all of which are assigned. If you have an idea for a technical feature — maintenance, how-to, RV safety — e-mail a query.

VEHICLE TESTS
Highways does not publish vehicle tests, though we do print previews of new rigs. However, they are staff written.

SPECIAL INTEREST
Highways’ editorial focus also includes hobbies, crafts and other recreational activities that are popular among RVers. Special-interest features should be 800 words. Please do not send a manuscript — e-mail a query.

RV HUMOR
In each issue of Highways, we try to include a humorous vignette on some aspect of the RV lifestyle. Humor stories should be directly related to the RV experience. Maximum length for humor stories is 800 words. Do not send photographs. All humor stories are illustrated by line drawings. Humor stories are the only genre that Highways will accept without first receiving a query. Please send via e-mail.

COLUMNS
All Highways columns are assigned. If you have a column idea, send us your idea along with several sample columns and we will consider them. Columns are a tough sale and we do not foresee a need to add any new columns to the magazine in the near future.

HUMAN INTEREST
Highways publishes personality features about Good Sam Club members. If you come across a good story and know that the person/couple is a member of the Good Sam Club, please send a query.

POETRY AND FICTION
Highways does not publish poetry or fiction.

PHOTOGRAPHY
All stories (excluding humor) should be accompanied by a minimum of 15 color images. All transparencies should be numbered with an accompanying caption sheet identifying each subject. High-resolution digital images are accepted and should be sent via e-mail or on a CD. Also, think cover shot (vertical) when taking these photos and remember lighting is crucial to the overall effect. Focus your photography on scenic or panoramic views for the opening layout and points of interest, local color and activity shots for the carryover pages. Images supplied by someone other than the manuscript author should be clearly identified for photo credit. Please include a caption sheet. All slides will be returned after publication when possible. Please include a self-addressed, stamped envelope for this purpose.

Neither Highways nor TL Enterprises Inc. assumes any responsibility for unsolicited material.
Revised 12/06

Trailer Life Magazine, Kristopher Bunker, Managing Editor
Trailer Life Magazine (.pdf)

Motorhome Magazine, Eileen Hubbard, Editor
Motorhome Magazine (.pdf)

These are a few examples of media requirements. Each community has an angle (hook) to present travel ideas, highways or trails or special interest stories or events to attract RVers to their states, regions or towns. Remember a picture is worth a thousand words and GoRVing has digital pictures free for you. The loaner program is a great option if can not find that perfect image. Network with your community and the RV entities in your community for a perfect partnership. Remember the best story for an RVer could be something you enjoy doing or a place you enjoy going to in your community.

All these folks said to put your story and questions in writing rather than call.

REMEMBER
GoRVing.com and RVIA.org have professional photos for you. If you can not find exactly what you are looking for please contact Karen Redfern at RVIA for assistance.
kredfern@rvia.org ,
(703) 620-6003 ext 347.

Next newsletter will highlight success stories with ideas you could can enhance in your own areas. For other questions, remember, “Just Ask Dottie”.
dmoto@eathlink.net
406-837-7280.