COMMUNICATIONS media relations

Initiative 1: Seek and develop earned media that speaks to the character and assets of the Charleston area.

For industry professionals, sales initiatives are divided into two distinct segments... paid media and earned media. At Explore Charleston, the Communications and Media Relations department is directly responsible for earned (unpaid) media and serves as the liaison between the local hospitality industry and the media. This team has proven adept at coordinating requests for assistance and building relationships that exceed client expectations. Whether conducting editorial boards, hosting journalists or coordinating onsite shoots, the staff is proactive in providing the information and background necessary to make reporting on Charleston and the Lowcountry a pleasurable experience.

In addition to our culinary efforts, expanded emphasis has been placed on the arts and our unique cultural heritage, both of which are essential to enjoying the Charleston experience. An extensive photography and video library is maintained that is often utilized by journalists and broadcasters hoping to find the perfect image or background footage.

Initiative 2: Cultivate and nurture relationships through various societies and public relations outlets to stay top-of-mind with travel writers, journalists, editors and bloggers.

Team members are actively affiliated with the Society of American Travel Writers (SATW), Public Relations Society of America (PRSA), National Association of Black Journalists (NABJ), the U.S. Travel Association, Travel South and the British Guild of Travel Writers. Involvement with these groups provide in-person opportunities to interact with media that we might not otherwise engage.

Business development through media relations powerhouse Lou Hammond Group is beneficial in attracting new, vetted journalists into our fold. Engagements with other media outlets, specifically those in the New York market, continue to be essential to our efforts.

Clipping service contracts through Burrelles Luce, Meltwater News, and News Exposure allow this team to track media mentions and perform ROI to determine our most engaging writers and journalists.

Initiative 3: Continually seek ways to tell new stories (and old stories new ways) - to external and local markets - about the Charleston area’s attributes.

Journalists are always seeking new information. This team assertively gathers the “What’s New?” quarterly packet to widely distribute area happenings among media and travel professionals to inspire story ideas. Staff members are experts in regularly building unique and engaging media itineraries and schedules that expose writers to new ideas, options, and opportunities.

Film projects are another way this team gets the job done. PBS’ Travel with Darley, Maker’s Way, and Dining with Chef Bob Waggonner are all film projects on the media staff’s agenda in the new fiscal year.