Episode 120

Debunking 5 PR MythsJacqueline Crane

About Our Guest

Jacqueline Crane

In this episode of the Destination Marketing Podcast, we are joined by Jacqueline Crane, the Director of Public Relations & Long-Form Content at Relic. Listen to some of the strategies that Jacqueline outlines on public relations along with myths about the common known what to do’s and how communication with a tactical approach benefits in the long run.

"A lot of journalists at this time as I found in my research are really looking for evergreen content and so I think really putting that filter on and looking at the things going on in your destination and saying, “How can I communicate this in a way where journalists can pick it up and really run with it at any time?” Jacqueline Crane

Episode Highlights

  • Name: Adam Stoker
  • Position: Co-founder and CEO of Relic Agency
  • Favorite Destination: Fiji
  • Dream Destination: New Zealand
  • Name: Jacqueline Crane
  • Position: Director of Long-form Content and PR at Relic Advertising
  • Favorite Destination: Mount Rushmore
  • Dream Destination: Portugal

“Debunking 5 PR Myths” – Show Notes and Highlights

Show Highlights:

  • Destinations should be looking at content now because people like authenticity and transparency and with COVID there’s a huge need for people to feel safe.
  • Myths about PR: 
  1. Public relations only delve into press releases
  2. Only work with journalists and the press
  3. Only necessary during a crisis 
  4. There’s no such thing as bad publicity or all publicity is good publicity
  5. PR professionals spin everything
  6. PR has to be centered around events
  • It is beneficial that PR and content work together because the two spheres require skills. 
  • As a PR, prioritize how to respond and who to contact in order to resolve and tackle what needs to be done. 
  • How to react to bad publicity? 
  1. Communicate with the press and understand their point of view 
  2. Do more pitching and social media post
  • PR gives the right message to the right audience at the right time.
  • A unique PR situation nowadays is that journalists looking for evergreen content. 
  • One of the best ways for a destination to manage all the different content needs is taking out the bits and pieces that can be repurposed and used in multiple places.


Resources Mentioned in the Podcast:


Episode Transcript

Jacqueline Crane: [00:00:01] A lot of journalists at this time as I found in my research are really looking for evergreen content and so I think really putting that filter on and looking at the things going on in your destination and saying, “How can I communicate this in a way where journalists can pick it up and really run with it at any time?”


Adam Stoker: [00:00:20] Hello everyone and welcome to another episode of the Destination Marketing podcast. I’m your host, Adam Stoker. We’ve got another great show for you today. In fact, we have a special guest. She is Relics Director of Public Relations and Long-Form Content. Her name is Jacqueline Crane. Jacqueline, welcome to the show.


Jacqueline Crane: [00:00:39] Thanks for having me.


Adam Stoker: [00:00:40] Oh, I’m excited to have you on. We obviously get to work together every day but haven’t been able to get together in this format. It’ll be fun to talk about what you do.


Jacqueline Crane: [00:00:51] I hope so. We’ll dive deep today.


Adam Stoker: [00:00:53] Well let’s get to know you a little bit. Tell us Jacqueline a little bit about, first of all, your dream destination. If you could go anywhere in the world, where would that be?


Jacqueline Crane: [00:01:02] You know you would think I would have thought about this a little bit before coming on the podcast, but I haven’t. There’s a lot of places I’d rather that I would love to go, and I think travel is, that’s one of the perks of travel right as we can go explore and we can experience so many different cultures and places and things. I definitely for the first time, a couple of years ago I got to go international, and I think I’d love to go back. I really want to go to England or even Portugal. I know my husband served his LDS mission there. Hearing him talk about it and talk about all the places and the streets and the people. I’d love to go visit there with him.


Adam Stoker: [00:01:40] Okay, now that’s a pretty broad answer, right?


Jacqueline Crane: [00:01:43] Yes.


Adam Stoker: [00:01:44] Like lots of different areas. It seems like you’re zeroing in on Europe and you mentioned Portugal. Tell me what it is about Portugal that really draws. 


Jacqueline Crane: [00:01:53] Oh, there are a lot of different things. I think for me coming from an art kind of family. My in-laws are all professional artists and kind of marrying into that and having that background, I always look at colors and shapes. They’re really kind of getting me to think outside the box when it comes to life and thinking of Europe and thinking of the origins of those places and just the history and everything, like all that past and things that they hold is really cool. Looking at all the pictures just makes it so inspiring.


Adam Stoker: [00:02:28] Okay, history plays a big part in…


Jacqueline Crane: [00:02:30] Yeah.


Adam Stoker: [00:02:31] …your desire to go back to Europe.


Jacqueline Crane: [00:02:33] Yeah.


Adam Stoker: [00:02:34] Okay. I like it. Tell me your favorite trip you’ve ever been on 


Jacqueline Crane: [00:02:40] This one’s also a hard one. It was a huge tradition for my family to take a big summer vacation every year. I always think back to the 18 summers. We’ve talked about that and had them on the podcast and that’s so true for me and my family. I mean each year brought new memories. I think one of the most memorable trips was probably to Mount Rushmore. We took our RV, our trailer there. It was a long drive having all of those hours in the car with the family. We obviously bickered a decent amount on the way there and just parking and having that scenery. I just remember us sitting there like looking at the rocks and looking at the historic figures that are represented there. My mom made us draw it. It was really fun too. We tried actually try to do that but at the same time, it helps you observe it more fully and helps you to engrain it and just remember it more. It was a fun experience.


Adam Stoker: [00:03:42] I think that’s a brilliant idea. My kids love to draw. If we go to Mount Rushmore, I think I’m going to do the same thing. I think I’m going to have them draw. That’s a great idea from your mom.


Jacqueline Crane: [00:03:52] Yeah. People are never the best subjects for my art skills, but hey it creates a good memory.


Adam Stoker: [00:03:59] Three stick figures up on a mountain face.


Jacqueline Crane: [00:04:01] Exactly. Four.


Adam Stoker: [00:04:02] Four.


Jacqueline Crane: [00:04:03] Four right.


Adam Stoker: [00:04:04] Four. Yeah, Well, that’s fun Jacqueline. It’s fun to hear about that. It’s amazing. I’ve had several people talk about a trip with the family to Mount Rushmore as their answer of their favorite trip. I’ve never been to Mount Rushmore. I definitely have it on my list of places to take my kids. Outside of visiting the actual mountain, what else stands out from that trip?


Jacqueline Crane: [00:04:32] Oh gosh, this is going to be silly but there’s actually a hike around the rock formation that you could take. I remember we were walking by the scout troop, and they were just silly teenage boys doing funny things. There was a teepee around there and it really just showcases a lot of the historic cultures that were also in that area at the time. I don’t know if I remember too much of the area outside of the monument or the area but definitely the hike and walking around there is something I remember.


Adam Stoker: [00:05:10] Nice. It sounds like a great trip.


Jacqueline Crane: [00:05:12] Yeah.


Adam Stoker: [00:05:12] Well Jacqueline, we’re going to talk about several things today, but you are uniquely talented in a lot of things outside of your professional life. Right? If you wouldn’t mind, I’d love to have you talk a little bit. I know that you do calligraphy. You’re a musician. Tell us a little bit about your extracurricular activities that you like to do.


Jacqueline Crane: [00:05:31] Oh goodness. Yeah. Growing up, it was a philosophy going back to my parents and my mom. They’re a huge influence on me. My mom wanted me to experience everything that I could. She felt like learning and experiencing as much as I could. It could really help me figure out what I wanted to do for a career and for the long term, just exploring and having fun in life. I mean travel is obviously a huge part of that for so many people. I’ve ended up doing a lot of crazy things because of that. I started piano at the age of six. By the time I got to high school, I was teaching lessons and I ended up having my own studio of students for nine years and that helped me get through college.


Let’s see, also after I finished my undergraduate education, I had so much time on my hands. I thought I’d pick up something new and started doing hand lettering and calligraphy and brush lettering and started fantabulous designs, which we really focused on visual journaling and how you can memorize and really just capture life through visuals and using calligraphy to do that is a really fun way to express art. I have a travel journal that I actually carry with me on all my trips now. I letter things and I draw things. It’s a really fun way to capture those trips.


Adam Stoker: [00:06:51] That’s awesome. I mean we’ve even had you do some of our Christmas cards for clients and stuff like that. Your calligraphy talents have even come in handy here at the agency, even though you’re in charge of public relations and long-form content.


Jacqueline Crane: [00:07:05] Oh yeah, anything I can do to mix lettering in there, lettering photos or cards. It’s so fun to mix those two talents together.


Adam Stoker: [00:07:14] Awesome! You married a musician?


Jacqueline Crane: [00:07:16] Yes. He’s a professional musician. He goes by sax with his company. He has a studio of students as well but he’s a huge influencer for the music industry. We do a lot of PR and marketing in that sense as well, I help him with that. We play music together. It’s really fun to have those different talents and express everything in so many different ways.


Adam Stoker: [00:07:38] Yeah. A lot of couples say they make beautiful music together but the two of you literally make beautiful music together.


Jacqueline Crane: [00:07:44] Yeah.


Adam Stoker: [00:07:45] That’s awesome. Let’s talk a little bit about your background and how you, as an artist and as a musician, became a Director of Public Relations and Long-Form Content at Relic. What was your path to get here?


Jacqueline Crane: [00:08:00] Yeah. I did my undergraduate degree at Brigham Young University in Provo. I studied public relations and did a minor in business and music, tying it all together once again. After I did that, I knew that I wanted to get further education. My parents both have further education and were huge examples for me there. Dating my husband at the time, I knew that he was going to be running his own business. If we were going to make that work that we would need the skills to make that happen. I went on and got a Masters in Business Administration. As I was looking for work afterward, it was honestly, a little difficult. A lot of people told me, you don’t have agency work and I was a little shocked. You know why? Why would that matter after I have a Master’s degree? Nonetheless, I started looking at different agencies. I had a friend that worked here at Relic and help me get in and help me meet the right people and get the job. I’ve worked my way up to director for the past two and a half years. It’s been so much fun to write travel guides and itineraries and blog posts and really just help these destinations to find visitors and to find their audiences in so many different platforms and ways and tactics.


Adam Stoker: [00:09:16] Great. Tell me a little bit about your team. What does your team look like and some of the projects that are kind of recurring for you guys that you continue to do for destinations?


Jacqueline Crane: [00:09:26] Yeah. I would definitely say that our team’s abilities have grown in the past couple of years and we’re so excited to continue that growth. We were a team of six people. We do everything from primary research and surveys and gathering information to really analyzing that and creating blog posts and press releases, obviously gaining those relationships on the PR side and getting coverage as well as doing things with our own controllable platforms and mediums like the podcast, creating destination podcasts and creating blogs and travel guides and itineraries and just so many things to share these stories and these destinations and places to visit with so many people. It’s really fun to inspire them.


Adam Stoker: [00:10:13] Great. With all that your team does, especially over the last 10 months now that that has been since COVID hit, I think content for destinations has become as important as ever. Why is now the right time for destinations to be looking at content?


Jacqueline Crane: [00:10:33] Good question. I think a huge part of that is people are looking for accurate information. They’re looking for authenticity and they’re looking for transparency and obviously with COVID last year. there’s a huge need for people to feel safe. Not only to complete and achieve that desire to travel but to do it safely and to do it in a way where they still feel comfortable and they have that excitement again, like travel used to be and still is.


Adam Stoker: [00:11:06] Great. With that, I know that you are prepared today to talk about some of the myths, some of the misunderstandings that people have about PR. I’m excited to dive into that because I feel like there are a lot of misconceptions around what PR is, what it used to be, what it is today and where it’s going. I want to talk to you about that. We’re going to take a quick break before we get to it. When we come back, we’re going to talk about those five myths that you’re ready to dispel today on the show.


Most of you know by now that I own an advertising agency called Relic. We specialize in tourism. I’ve got to say I’ve seen far too many situations over the last several months of destinations that were in difficult situations because of not only COVID but their agency partner’s inability to support them during COVID. There were a lot of different reasons why that was the case. Maybe some agencies had to cut staff or COVID affected so many different businesses in so many different ways. Another thing that I’m seeing is a lot of destination budgets are getting cut. As a result, they’re getting a different level of service from their agency partner. The problem I keep seeing is that these destinations now are behind the eight balls on being able to work on their recovery campaigns or launch their recovery campaigns or see things start to improve because they have the wrong agency partner.


I’ve seen this too many times. If you are interested in having us review your current situation and take a look at what it’s going to take strategically for you to be able to set yourself up for success and set your destination up for success as we come out of COVID. Please let me know. My email is adam@relicagency.com. Anyone that’s listening, I will give you a half-hour of my time along with certain members of my team, to make sure that we can give you the best shot at being successful in 2021.


Alright, we are back with Jacqueline Crane. She’s the Director of Public Relations and Long-Form Content here at Relic. She’s going to talk to us about some of the myths or misconceptions that there are about PR, especially as it pertains to destinations. Jacqueline, why don’t you tell me kind of what you’ve put together here?


Jacqueline Crane: [00:13:26] Yeah. The first one, we’ve already even talked about a little bit just in the introduction so far but a lot of the comments that I get when I tell people that I do public relations are how many press releases do you write or you deal with the press. It’s true. Public relations does deal with press and press releases but it’s so much more. We’ve talked about a little bit of that today but public relations can encompass any type of relationship with people and making that beneficial relationship a success for both parties that could be through awards and through showcasing the talents of each party. It can be through primary research or even event planning. Having a party is always a good way to have a relationship with someone. It can be through media monitoring and those press relationships but it can also be on social media with your visitors and your true audience that everyone thinks of when they think of a destination.


Adam Stoker: [00:14:25] Great. With that, I mean I know that the preconceived notion out there is that public relation is press releases. In fact, years ago we were having a company meeting and we were talking about PR. We actually had one of our Web developers raise his hand. He says, “Hey does PR stand for press releases?” That’s when we knew we had made a mistake as far as training on what everybody in the agency does. Why is it that people think that PR is just press releases or just talking to the media?


Jacqueline Crane: [00:14:56] I think a lot of it could be the educational side. I know when I first started looking at PR as a career and as a major in college that’s the first thing they say is the media relations, press releases and press, writing and getting coverage and things like that. It’s not until you really dive into that major and into the concept of that topic that you really realize that it’s those mutually beneficial relationships that can be with anybody.


Adam Stoker: [00:15:26] Yeah okay, I like it. That’s one myth. I really feel like the scope of public relations is broadening every year. I also feel like there’s some overlap between public relations and advertising like those lines are getting a little bit more blurred every year. I just find that interesting that PR is so much more than just press releases and media relations. I think that’s a great point. What’s another myth that you feel is out there that you want to dispel?


Jacqueline Crane: [00:15:57] Yeah, it goes along with that same topic. I know a lot of people when they think of public relations and press releases, they think of journalists and really diving deeper into that audience and whom those relationships belong to. It’s not just with journalists and with the press. Oftentimes, public relations will work with influencers, for example. We’re constantly building relationships with those people and getting them to experience the destination and share a positive perception and a fun experience with their audiences. Or that could even be working with bloggers and working in that sort of a content space where you’re doing sponsored articles or you’re working with them to share that news in another written way.


Adam Stoker: [00:16:44] Yeah, I feel like there’s a lot of organizations or agencies or internal teams that will actually separate those two functions, content and PR into two different departments. You oversee both departments kind of as a whole. Tell me the benefits of having content and PR working together.


Jacqueline Crane: [00:17:08] I think it’s an awesome choice to have them work together. We definitely have employees that are stronger in content and stronger in PR. Those are definitely two spheres. They can be very different but at the same time, they work so well together because a lot of public relations are sharing those messages in that perception and that positivity through the written word. Having that skill of content and having a strategy that really encompasses both really strongly makes for a really good marketing plan.


Adam Stoker: [00:17:42] Great. Okay. All right. What else you got for us, Jack? Let’s go rapid here.


Jacqueline Crane: [00:17:46] Alrighty. Well, the next one we’ve talked about a little bit already. I know all of us experienced it last year. Public relations are definitely necessary in a crisis. I think one of the misses is that you don’t need it or you may not use it until you get into that mess or into that piece of trouble, but it’s definitely something that you need to be aware of it all times.


Adam Stoker: [00:18:10] Yeah, let’s talk about that. I feel like there were a lot of mistakes made during COVID but also before COVID. I feel like the moment it hit so many people were playing catch up because they hadn’t done the work before that would be foundational and help prepare them for a situation like this. We had Ventura California on the show and they talked a lot about how they had a crisis communications plan that was already created. They even had a trial run in the past. When the pandemic hit, they just launched their plan. What kind of planning and proactive work needs to be done on the PR side so that in the event of a crisis of some sort, whether it be a natural disaster or a pandemic, or somebody does something they shouldn’t and you got to explain it or any of those things. How can you prepare for something like that?


Jacqueline Crane: [00:19:04] That’s such a great question. A lot of preparation and I know you’ll be the first one to say I love a checklist. I didn’t get a checklist organization.


Adam Stoker: [00:19:14] Yeah that is definitely Jacqueline, the checklist.


Jacqueline Crane: [00:19:17] Yeah. I’m very much that type A personality. I think the more lists or what-ifs, this is where maybe my women’s gender and neutral brain will definitely kick in because I’m always thinking of what-ifs. What if this happens? What if that happens? In this case, that’s perfect, right? I mean it fits so well because no matter the situation, we can probably put what if to it. We can probably come up with some sort of solution that would match that and that would really not only solve or diffuse or help the problem but it can also present our destination with its values and with its mission. It will really not only fix or band-aid the problem but make it almost turned into a positive roadmap for the future.


Adam Stoker: [00:20:08] Let’s dig in a little bit more specific here. Let’s say I’m a destination right now. We’ve gotten through the last 10 months of the pandemic. I want to make sure that I’m prepared for the future. Give me a little bit of a step-by-step, like how would you prioritize and tackle what needs to be done?


Jacqueline Crane: [00:20:27] Yeah. I think the first thing that you have to ask yourself is. It sometimes helps to match things to a platform. For example, if something happens with the media you’re looking at maybe Twitter or you’re looking at news outlets and those types of publications. How would we respond in that sense? Who would we contact in order to resolve or to communicate something in that way? Whereas if there’s a social media problem, if you know an influencer has said something wrong or if there’s something within our destination, how do we solve that problem quickly? A lot of times, it’s too late to send out a press release at that time. It takes too long to write one or it may not be as effective as sending out a quick social media post, saying, “ There’s a flood on this highway and here’s another route.”


Adam Stoker: [00:21:17] Yeah, I like it. Okay, what else Jacqueline? What else did you bring for us today?


Jacqueline Crane: [00:21:23] All right, I think we’re on number four here. We’re going to go a little bit broad. I know one of the things that you don’t hear as much anymore but I think still exists is there’s no such thing as bad publicity or all publicity is good publicity. I think we know a little bit more now that may not be the case.


Adam Stoker: [00:21:42] Yeah. Give me some examples of that.


Jacqueline Crane: [00:21:43] Yeah. I think, for example, there are always those celebrity stories I always, I do not envy the celebrity publicity agents, I can tell you that. There’s always a story of someone doing something and it ends up in the news. Maybe someone may think all there in the news they’re doing this and it makes you think of them and think of their work. At the same time, what is it really doing to their value as a person and to what they stand for and their beliefs?


Adam Stoker: [00:22:14] Not all publicity is good publicity. Let’s put it in terms of a destination, right?


Jacqueline Crane: [00:22:20] Yeah.


Adam Stoker: [00:22:21] So I think there are lots of examples out there, maybe issues that have happened within destinations or something like that. I know that with Laredo, Texas, who’s one of our clients. They’ve had several situations where Fox News will come down in a bulletproof vest and say, “Hey, it’s dangerous here whatever.” They’ve got to overcome that. I think PR is a big way that they need to do that. Tell me, if you are getting bad publicity and you can identify the cause of that bad publicity, how do you react to that? What do you do?


Jacqueline Crane: [00:22:58] Yeah. I can actually share an example too. I know when I first arrived here at Relic, one of the things that we were doing and I was helping the team with was San Juan County’s new rebrand that we were doing. I think this was 2018 or 2017.


Adam Stoker: [00:23:14] Yeah.


Jacqueline Crane: [00:23:15] This was a little while ago but they were making a monumental campaign. We had a little bit more negative backlash than we anticipated. 


Adam Stoker: [00:23:23] Because of Bears Ears.


Jacqueline Crane: [00:23:25] Exactly. Yeah because of Bears Ears. There’s so much controversy around the borderlines and around things within that monument that the news just took it one way and not the way we thought it would go. We really had to communicate with that press, those press relationships and understand their point of view. You don’t say, “What’s the reason behind this? How can we come to a conclusion or come to something together to make this better? We also ended up doing a lot more pitching and a lot more social media posts and things like that to really explain, this is more than one monument. We have Monument Valley and we have different national monuments with Rainbow Bridge and natural bridges. We want you to make your trip monumental. This is about your trip and your experience. This isn’t just about Bears Ears.


Adam Stoker: [00:24:18] Right. I mean were you able to get some inroads there? Were you able to change the tune of the press a little bit? Tell me a little bit more.


Jacqueline Crane: [00:24:25] Yeah, I think it took a little bit of time. Just like any new cycle, things wear down, things move on and they find something new to talk about but for the long run, it definitely was a successful campaign. We were able to make it work in so many different ways that our audience really responded to.


Adam Stoker: [00:24:43] Great. All right. We were dying on the edge of our seat for that last myth. Jacqueline, what is that?


Jacqueline Crane: [00:24:48] Yeah. Well moving on and kind of going along the same route at the same time. We’ve got PR professionals who spin everything, and I’ve got air quotes on that because we definitely spin or do we, I guess that’s the question. I think a lot of this one and I’ve often thought about this because spin has such a negative connotation. I like the word frame instead. Like we frame a message and we do it because of the audience we are talking to. I’m much more likely to say something to a stakeholder or maybe the board members of a destination. I’m not going to say that to the social media listeners. Right? It definitely is much more of framing our message for our specific people and what they need to hear and what they want to hear rather than spinning a specific message.


Adam Stoker: [00:25:37] Yeah, To me, it sounds a lot more like instead of spin, it’s we are going to give the right message to the right audience, right?


Jacqueline Crane: [00:25:46] At the right time.


Adam Stoker: [00:25:47] At the right time. Yeah. Exactly. You’re laughing because I say that probably way too often. It really is as simple as that when you’re framing a message for a destination or any organization.


Jacqueline Crane: [00:26:00] Yeah. Definitely.


Adam Stoker: [00:027: 0] Okay. All right. I like it. Five myths that we’ve dispelled today. I think you’ve made a lot of interesting points. I want to have the destinations that are listening be able to have a takeaway and to have a couple of tangible applications of our conversation today. First of all, I’d love to have you give us a couple of maybe the unique PR situations that you’ve had to navigate here at Relic as it pertains to destinations and then we’ll kind of go from there.


Jacqueline Crane: [00:26:33] Yeah, I think one of the first ones I think of is when especially now and maybe this is a trends tip as well. A lot of journalists at this time, as I found in my research, are really looking for evergreen content. I think really putting that filter on and looking at the things going on in your destination and saying, “How can I communicate this in a way where journalists can pick it up and really run with it at any time?” The news outlet and the news cycle is moving so quickly now that journalists are just so overwhelmed with all of the news that they can’t share it fast enough. I know there’s been a couple of times in the past month we’ve shared news with our relationships and our journalist friends. They’ve come back and they said, I really do want to publish this but I can’t do it right now. I’ll contact you back later and we’ll circle back. Having something that’s so evergreen and can work at any time has been so beneficial.


Adam Stoker: [00:27:30] Okay. I’m going to say that we’ve uncovered another myth in PR, and that’s that PR has to be centered around events. If you create evergreen content and you position or frame it in the right way, then a journalist can pick it up and run with it at any time. I think recently, especially so much PR has been centered around events. For example, COVID-related content at some point fingers crossed will become irrelevant. Right? That will no longer be able to be picked up. It’s not evergreen, right? Give me some examples of evergreen content that would be picked up maybe in two years by a journalist?


Jacqueline Crane: [00:28:13] Definitely. Destinations. This is where we thrive, right? I mean those attractions are always going to be there. Sharing about the museum down the street and what visitation maybe they’ve seen or what are they doing that’s good for the community, how are they spreading the love, so to speak?


Adam Stoker: [00:28:33] Are these kind of your feel-good stories?


Jacqueline Crane: [00:28:35] Yeah.


Adam Stoker: [00:28:36] Jacqueline.


Jacqueline Crane: [00:28:37] Definitely. The feel-good stories can also be stories that are more along the lines of certain hikes that lead to hidden gems. What are the hidden viewpoints in your area? Those viewpoints aren’t going anywhere. You can definitely share those and have a journalist take you on a trip. Everyone wants to escape, right? What better than a travel story?


Adam Stoker: [00:28:57] I like it. Tell me then, as a destination, if I’m looking at my public relations plan. I’m like okay; I know I need to create evergreen content. I know I need to be at least figuring out how to message correctly during COVID in the different stages of COVID. How would you decide what percentage of your efforts to put towards evergreen content versus immediate need relevant content?


Jacqueline Crane: [00:29:23] Yeah. I almost gave you an even better answer. I’m going along with my type A, organizational brain personality, repurpose. I’ll write a piece of content and I will use it probably three or four or even more times. It doesn’t have to be that whole chunk. If I write a blog post, you don’t have to reuse all of that content, but taking a paragraph here and a paragraph there and writing a social media post from this paragraph and then turning this paragraph into a press release. You can utilize your content in so many different ways that you really don’t have to spin your wheels coming up with five different stories. You could have a theme for the month or really just come up with a strategic plan that utilizes all of that into one.


Adam Stoker: [00:30:08] Okay. All right. One of the best ways then for a destination to manage all the different content needs is when you create content, take out the bits and pieces that can be repurposed and use them in multiple places.


Jacqueline Crane: [00:30:21] Definitely.


Adam Stoker: [00:30:22] Okay, I like it. What else? What’s another fun project that you had the opportunity to work on here?


Jacqueline Crane: [00:30:27] You know you’ll love this one Adam but in Adam’s book, in Touchpoints. At the end of each chapter there is a checklist. There’s kind of an evaluation form and I would go through that. I would look at each piece, content, blog. Break it down even further than what you might think and really look at it and say, “What can we be doing better? What great are we giving ourselves on this? How do we want to improve it?”


Adam Stoker: [00:30:51] Great. A project that maybe you’ve had the opportunity to do that for a client here at Relic.


Jacqueline Crane: [00:30:57] Yeah, we’ve done it a little bit. I know. We do a content calendar for our clients and we really try to strategically plan every three to six months or even a full year when we can.


Adam Stoker: [00:31:07] Who has been beneficial for creating that content calendar? Is there a client that stands out?


Jacqueline Crane: [00:31:12] I think for the most part, I know Garfield County at least for me working on their account before I moved up in my role was so beneficial because we do so much for them. We do a newsletter. We do a blog. We work on their Pinterest and social media. There’s so much going on at their content calendar and it really puts it all into one place. When we go to strategically plan for the next quarter, the next six months, we can look and say, “Okay, how well did we do on this? How are the page views on this block post? How can we improve that or what topics might be more appealing to our audience.” Really taking each piece of the time really helps to make that road map.


Adam Stoker: [00:31:52] Is this literally a calendar of the next three to six months where you say on which days, which content pieces are going to be delivered or posted, or how does that work.


Jacqueline Crane: [00:32:04] Yeah.


Adam Stoker: [00:32:05] In an audio format, let’s somehow make this like, let’s give people a visual of what this content can do also.


Jacqueline Crane: [00:32:10] Yeah. Let’s imagine a spreadsheet. I love spreadsheets and lists. Here we go. We’ve got a date in the left-hand corner. I usually always put the date or the status, so I can always see, when is something, what’s coming up next and what status is it in and where am I at with it? Having the type of content, is it a blog post, a press release, a newsletter and then having the topics. This way, especially from an agency perspective, we could work with the client. We can say, is this the topic you’d like? Are we looking at something different? Maybe a lot of times it will actually change at the last minute and be like, no, this is a current event or this event is happening. We really want to hype that up. We’ll often change the topics but then across the columns as we go out to the right. We’ve got, are we distributing this press release over the wire? That’s an important decision. If you want to put some money behind something, it often helps to spread the news as wide as you can. We’ll do that or will often put the audience, our newsletters or for our stakeholders, therefore, our tourism operators and therefore a different audience than just our regular visitor. We want to make sure that we know that persona right off the bat when we go to write it and just links and notes. You can always link to external documents and really, the sky’s the limit for whatever your content calendar needs are.


Adam Stoker: [00:33:28] Great. Well, Jacqueline, this has been fun. Is there anything I haven’t asked you that you feel would benefit our audience?


Jacqueline Crane: [00:33:35] I don’t know. We could go on forever, Adam. I think we’ll burn that bridge when we get there and maybe we’ll get on again sometime.


Adam Stoker: [00:33:43] Okay. Sounds great. Well, thanks so much Jacqueline, for coming on and sharing some of your experience and squashing some of these myths that are out there in PR.


Jacqueline Crane: [00:33:51] Yeah. Got to bring some good PR too in our PR name right?

Adam Stoker: [00:33:55] I like it. Okay. Well, thanks, everybody. This has been another great episode of the Destination Marketing Podcast. Thanks for listening. We’ll see you next week.