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2011 PRSA Travel & Tourism Conference

Navigating the Current of Change: Proactive PR in Challenging Times

June 5-8, 2011 | San Antonio, Texas

Presentations from this conference are available to Travel and Tourism Section members. Sign into MyPRSA to download these hand-outs and slides.

Web Analytics: The New Clip Report [Presentation]
No public relations campaign should begin without foundational research and benchmarking studies. Before you launch your next campaign, explore the research possibilities that will give it a solid foundation of measurable results, and without relying on the success of a lone clip report.
Presenter: Sandra Fathi, president and founder, Affect Strategies.

Connecting Efforts: Social Media for Travel PR [Presentation]
Social media — from Facebook to podcasts — has created profound changes in the way consumers expect to get information and interact with the companies they do business with. The travel industry has been particularly affected, with unhappy customers tweeting their experiences directly from destinations and offering poor reviews on rating-and-review sites. In this revealing presentation, Shel Holtz will explore the ins and outs of social media for travel professionals.
Presenter: Shel Holtz, ABC, principal, Holtz Communication + Technology.

Pressure Pattern Productivity: Smaller Teams, Tighter Budgets, Bigger Demands [Presentation]
Everyone has aspirations of what they’d do with sky-high budgets and long lead times, but these days it’s all about doing more with less. Hear how lackluster went blockbuster when a team’s streamlined strategies and shoestring budgets pushed them to be more creative.
Presenters: Diane Brandon, vice president marketing/public relations, Arlington TX, Convention & Visitors Bureau,Malcolm Griffiths, account director tourism division, Development Counsellors International and Char Thian, director of public relations, The Ritz-Carlton Hotels of New Orleans.

The 13th Largest Global Economy: Connecting With the U.S. Hispanic Market
Video Link: The New American Reality, Univision
Blog post: "Cultivar Relaciones: Connecting With Hispanic Media Today"
The U.S. Hispanic market, at $1 trillion, is larger than all but 14 countries in the world. As this market steadily grows, it will inevitably look like a microcosm of the entire U.S. population, in terms of both demographic diversity and distribution, according to Jose Villa, founder of web development firm Sensis.

From East to West: AAA Publications Drive Insight Forward [Presentation]
With more than 51 million subscribers, AAA publications are a valuable resource to today's travelers. These outlets’ content covers everything from industry trends and traveling tips to suggestions on where to stay, eat and shop. Gain valuable insight from editors as they share what's on their calendars for the remainder of 2011 and discover what story opportunities they’re looking forward to in 2012. Presenters: Elizabeth Harryman, travel editor, WestwaysPaul Lasley, Westways "TravelSmart” columnist and Janna Graber, executive editor, Go World Publishing & Productions

International PR on a Non-International Budget [Presentation]
Let's face it, international visitors stay longer and spend more money. We all want to attract them, and know the efficacy of using PR to do it. But how? International PR can be costly - and a budget buster for most of us. How can you get your destination in front of key UK media without having to blow all your other programs? What's happening in the UK media market now, and what is of most interest to them?
Presenter: Sarah Sheehan, creative director of Gosh PR Ltd.