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PUBLIC RELATIONS TRAINING UTAH OFFICE OF TOURISM ELEV8 PROGRAM SEPTEMBER 2026

UTAH OFFICE OF TOURISM

Public Relations Training UTAH OFFICE OF TOURISM ELEV8 PROGRAM SEPTEMBER 2026

Media Outreach PUBLIC RELATIONS TRAINING

PRESS RELEASES A press release is a structured news announcement designed to share important company updates, events, or achievements with the media. A strong press release should be concise, engaging, and formatted for easy readability by journalists and editors.

Key Elements of a Press Release: Always writing in AP Headline: Clear, compelling, and informative. Subheaders can be an option if there is additional info or context that should be highlighted before the body. Dateline: The city and date of release. Lead Paragraph: Answers who, what, when, where, why, and how. Body: Provides supporting details, quotes, and background information. Boilerplate: A brief company description at the end.

For Immediate Release

Typically the organization you are working with will provide a boilerplate for you, so itʼs always a good thing to check before attempting to write one yourself. Media Contact Information: Who journalists should reach out to for more details (name, email, cell). 4

MEDIA ADVISORIES A media advisory is a brief, one-page notice designed to inform journalists about an upcoming event, press conference, or announcement. Unlike a press release, which provides comprehensive details, a media advisory is concise and structured to encourage attendance.

Key Elements of a Media Advisory: Headline: Clearly states the event and its significance. What: A brief description of the event. Who: The key individuals or organizations involved. When & Where: The date, time, and location. Why: The purpose of the event and its relevance–this can often be put in the “whatˮ so this is optional not necessary. Media Opportunities: Identify visuals, photo ops, interview ops, etc. that would interest the media. Media Contact: The person journalists should reach out to for additional information.

PITCHING

Best Practices for Media Pitches: Personalize: Address the journalist by name and reference their recent work. Keep it concise: Journalists receive hundreds of emails daily—get to the point quickly.

Pitching is the art of reaching out to reporters, journalists and editors with a story idea. The goal is to tailor the pitch to the journalist’s interests and the publication’s audience.

Make it newsworthy: Highlight timeliness, relevance, and unique angles. Timing: Timing of distribution will depend on the topic of the content. ● ●

Typically for an event, you will want to pitch a press release 3 weeks in advance to coordinate interviews. You can send an advisory the week of the event and call the news desks to confirm it is on their calendars.

Hi [XX], I wanted to share that Lesha Coltharp, Director of Tourism and Events for Uintah County, was recently honored with the Utah Rural Rockstar Award at the 2026 One Utah Summit for her work promoting Dinosaurland and strengthening tourism in the Uintah Basin. A lifelong Uintah County resident, Lesha has spent her career helping visitors discover the Vernal area while supporting local businesses, events and outdoor recreation. Under her leadership, initiatives including Visit Dinosaurland, This Is Vernal, Dinah SOAR Days, Red Fleet Paddlefest and the Outlaw ATV Jamboree have helped showcase the region and contribute to its tourism economy. Her work has also helped secure significant funding for tourism marketing and recreation infrastructure in Uintah County. I’ve included the full release below and would be happy to connect you with Lesha for an interview about the recognition, what makes Uintah County such a special destination and how tourism supports the local economy and quality of life. Please let me know if you have any questions or need any additional information.

Follow up: If you donʼt hear back, follow up within a reasonable timeframe 35 days). ● ●

A follow up can consist of emails or calls depending on the outlet/reporter A great article on follow up best practices 6

Media Lists PUBLIC RELATIONS TRAINING

MEDIA LISTS A media list is a curated database of journalists, editors, bloggers, and podcasters relevant to the content of your release/advisory/pitch. Keeping this list updated ensures efﬁcient and targeted media outreach. Key Components of a Media List: Name and outlet: The journalistʼs full name and publication. Beat: The topic they cover (e.g., business, lifestyle, healthcare). Contact information: Email, phone #, and social media handles if available. Pitch history: Notes on previous interactions. 8

Awards PUBLIC RELATIONS TRAINING

AWARDS Nominating an individual or organization for an award recognizes excellence, leadership, and impact in their respective ﬁelds. A strong nomination typically highlights: Accomplishments: Significant milestones, such as revenue growth, community impact, or innovative solutions. Achievements: Awards should showcase measurable success, industry recognition, or groundbreaking work. Projects: Specific initiatives, campaigns, or programs that have driven success or change. Leadership & Influence: Contributions to advancing their field, mentoring others, or setting industry standards. Social Impact: Philanthropic efforts, community engagement, or advocacy that has made a meaningful difference. 10

Calendar Listings PUBLIC RELATIONS TRAINING

CALENDAR LISTINGS Calendar listings are a simple way to boost awareness for events by submitting details to community and industry event calendars. A list of the calendars in the valley. Best Practices for Calendar Listings: Submit early: Some outlets require a few weeks of advance notice. Include all key details: Event name, date, time, location, description, high-res photos, and registration link. Identify top platforms: Research local newspapers, online event sites, and industry publications. 12

Media Training PUBLIC RELATIONS TRAINING

MEDIA TRAINING

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Media training equips individuals with the skills to conﬁdently communicate messages during interviews. Here is a quick list of media training tips to prepare for an interview.

Crisis Comms PUBLIC RELATIONS TRAINING

CRISIS COMMS Crisis communication is essential for protecting a brand’s reputation and ensuring a swift, strategic response during challenging situations.

Best Practices for Crisis Communications: Have a Crisis Plan: Establish clear protocols and pre-approved messaging and spokespeople for different crisis scenarios. Respond Quickly and Transparently: Delayed or vague responses can worsen the situation; acknowledge the issue and provide factual updates. Control the Narrative: Stick to key messages and avoid speculation; ensure consistency across all communications. Monitor Public Sentiment: Track media coverage and social media discussions to adjust messaging as needed. Engage Stakeholders: Keep internal teams, media, and the public informed through timely updates and clear messaging.

PR Toolkit PUBLIC RELATIONS TRAINING

PR TOOLKIT We’ve taken the liberty of putting together a basic PR toolkit based off of the responses you provided in our PR Q&A. The toolkit includes key messages, guidance on how to adapt them for different audiences, different sets of talking points and potential interview questions as well as a sample pitch. GET THE TOOLKIT HERE!

Thank you! BECKY KEENEY | beckykeeney@utah.gov COLE STENZEL | cstenzel@lovecomm.net KELLI FRATTO BLAND | kfratto@lovecomm.net