Wednesday, October 31, 2018

4 guiding questions for reaching millennials

A version of this article originally appeared on PR Daily in November of 2017.i

Marketers have a millennial problem.

According to a study by the McCarthy Group, 84 percent of millennials don’t like or trust traditional advertisements.

Sean Foster, CEO of marketing platform Crowdtap, spoke about the situation during a panel discussion at Social Media Week. “Fundamentally, our relationship with consumers is broken,” Foster said.

In today's fast-paced world, millennial consumers navigate an onslaught of messages. They are slow to respond until marketing connects with them on a personal level, yet they judge very quickly.

[RELATED: Earn recognition for your videos and visual designs that captivated audiences.]

For example, Dove joined the battle against the objectification of women through its "Real Beauty" campaign, hoping cause marketing would do the trick with millennial consumers, but the pitchforks came out immediately after it released a series of six body wash bottles modeled after the shapes of women's bodies.

Another example is the firestorm Bud Light ignited when it launched its "Up for Whatever" campaign. The effort was meant to appeal to a young demographic, but the pitch soured when the brand declared itself "the perfect beer for removing 'no' from your vocabulary.” The campaign created a PR nightmare with critics accusing Anheuser-Busch InBev of tacitly endorsing date rape.

For Bud Light and Dove, previewing their campaign with focus groups from their audience could have been the difference between angry mobs and happy customers.

Here are four questions for testing your millennial outreach campaign:

1. Does your message connect with your audience?

There is no better way to know how millennials (or any target audience) will react to your marketing than to ask them directly. When Progressive Insurance wanted to home in on its message, it used online insight sessions from the iResearch platform to test storyboard concepts.

This approach is quick and affordable, and allows you to leave your corporate bubble to reach millennials where they are: online. In a focus group session, keep the conversation flowing and customer-focused. Don't debate participants who don't like your message—find out why it bothers them and whether others feel the same way.

2. Is your message different from everybody else’s?

Millennials can't stand cookie-cutter brands. According to research by the University of Southern California, 85 percent of them prefer personalized goods and services. Not every message can be personalized, of course, but they all should tap into a relevant emotional niche.

An example is Pedigree’s 2007 “Dogs Rule” campaign. The company donated funds from every purchase to shelter dogs across the country find their forever homes. Consumers appreciated the company’s commitment to the cause, helping Pedigree’s advertisements become 40 percent more effective.

3. Is your messaging consistent?

Millennials crave consistency. You might be able to deliver stellar results every now and then, but Millennials want brands to consistently connect with them.

Differing messaging or visual branding between different messages can undermine trust in readers who receive both, and trust is the bedrock of loyalty. You might blanket social media with compelling posts and flood email inboxes with heart-wrenching messages, but that effort will be wasted unless your messages are consistent.


Consistency also leads to authenticity. Companies with major followings— like Apple—incite passion because they’re better than competitors at establishing trust. That trust can lead to big sales as customer loyalty can mean consumers are five times more likely to buy a product or service. They’re also more likely to try a new product and refer others to the brand.

4. How are you measuring the campaign’s results?

It takes years to establish trust with consumers, but good will can be lost in a flash. It’s crucial to follow up on qualitative research with a quantitative survey. Smart researchers know that quality and quantity aren’t mutually exclusive—they should work in tandem.

Just as with all other marketing, the key to reaching your audience is dialogue. Millennials may profess to hate advertisements, but what they really can't stand is being left out of the conversation.

Darshan Mehta is the founder and CEO of iResearch, an online insights platform that enables companies to extract insights from consumers or employees worldwide.

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Get free training and make your organization a communications icon

Every industry has its rock stars.

Facebook, Microsoft, ConEd, Whole Foods, SAS, Legacy Health, Disney Parks, Florida International University and Southwest Airlines are a few of ours.

What do they have in common? They’ve all hosted Ragan events and gotten expert communications training for free—helping their team become the best of the best.

The benefits of hosting a Ragan conference are legion. But here are the five top reasons mentioned by our host organizations:

  1. You receive complimentary registrations for your communication team
  2. You select the training topics and work with our team to tailor the conference to your needs
  3. You choose the time and duration of the events
  4. You showcase your organization’s brand and culture, and establish yourself as a leader in communications
  5. You hear from experts in a variety of industries, and learn from their failures and successes

It’s a win-win situation for our team and yours.

We’re currently looking for one-day workshop hosts and three-day conference hosts on topics including public relations, internal communications, writing and editing, social media, visual communications and more.

Get the training and exposure you need to become an industry giant. See more information and contact us here to learn more.

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30 jobs in the PR and marketing world

Where would you go if you were hoping to encounter the supernatural?

Our country’s rich—albeit bloody and sometimes morally unsavory—history provides those not-so-faint-of-heart travelers many locations that offer fright-filled folklore to slake their thirst for being spooked.

Although there is no shortage of U.S. cities that many deem haunted, here are three that appear in multiple online lists:

Savannah, Georgia

Southern Living’s Kaitlyn Yarborough cites war, disease and slave trading as primary factors contributing to its haunted past in her piece, “The South’s Most Haunted Cities.

The article references visitsavannah.com and includes some places gutsy travelers can visit to get their phantasm fix:

The Marshal House, built in 1851, is a popular haunt you can book to stay in during your trip. It was used during the Civil War as a hospital for wounded soldiers who are rumored to still haunt the halls. Book a tour of the city’s most haunted spots with Blue Orb Tours, and if you’re feeling brave, choose their “Zombie Ghost Tour” for a mix of colonial ghost stories and frightening tales of the voodoo communities in the low-country. visitsavannah.com
[RELATED: Earn recognition for your videos and visual designs that captivated audiences.]

Baltimore

SmarterTravel.com’s Jamie Moore cites the great number of lives lost in battle in the city—including casualties of the American Revolution, Civil War and War of 1812—as significant reason for its haunted designation in her compilation, “ America’s 10 most haunted cities.”

Moore suggests a few spots thrill-seekers can visit to satisfy their appetite for ectoplasm:

Tour the Westminster Hall Catacombs, the final resting place of Edgar Allan Poe, who is said to haunt various locations in town. At the 18th-century Fort McHenry, apparitions of a uniformed soldier with a rifle have been reported. Walk beneath the rigging of the 1854 USS Constellation warship and feel the presence of those who have met death on her deck.

Portland, Oregon

The Pacific Northwest city made TheActiveTimes’ list of “16 of the Most Haunted Cities in America” in large part due to the Shanghai Tunnels.

The author describes the tunnels and their history, and she shares other destinations that visitors should check out to fulfill their fascination for feeling fearful:

The Shanghai Tunnels are possibly the most famous haunted location in the city. The tunnels were basements of buildings that connected to other structures through brick and stone archways that were intersected with connecting tunnels under the streets, according to ShanghaiTunnels.info. They were used by crooks, called “shanghaiiers” or “white slavers,” who sold women into prostitution. Men were sold as slaves to work on ships. Other spooky locations are the Benson Hotel where Benson’s ghost is seen in meeting rooms and Cathedral Park where a woman is heard screaming at night.

Of course, there are many additional haunted cities in the U.S., but this sampling should help you get started on envisioning and executing your eerie excursions.

Looking to work in one of these spooky cities? Here are a few current job openings from these ghostly locations:

Not the job for you? See what else we have in our weekly professional pickings:

Senior strategic communications manager—The Nature Conservancy (California)

Engagement editor, digital news—NPR (Washington, D.C.)

Communications specialist/content strategist—Indiana University–Purdue University Indianapolis (Indiana)

Public relations manager—Hershey Entertainment & Resorts Co. (Pennsylvania)

Senior communications specialist – diversity and inclusion—Rush University Medical Center (Illinois)

Global digital marketing manager—Soho House & Co. (United Kingdom)

Media relations director—Indiana Department of Transportation (Indiana)

Internal communications director—Liberty Global (Colorado)

Marketing coordinator—Art Gallery of Ontario (Canada)

Senior director of marketing and communications—Miami University (Ohio)

General news writer—Picayune Item (Mississippi)

Communications specialist—Pabst Brewing Co. (California)

Director of marketing—Entrepreneurship for All (Massachusetts)

Corporate communications manager—Audible Inc. (New Jersey)

Director of content—vineyard vines (Connecticut)

Junior TV marketing manager—Sony Entertainment (United Kingdom)

Development coordinator, annual giving and corporate partnership—Children’s Health (Texas)

Editor—United Press International (Florida)

Managing director, media relations—American Cancer Society (Georgia)

Digital marketing leader—IBM (Spain)

Community director—WeWork (North Carolina)

Digital marketing manager—PANDORA (Canada)

Internal communications manager—Peloton Interactive (New York)

Safety content brand manager—Uber (California)

Social media coordinator—Clemson University (South Carolina)

Director of communications—Massachusetts Medical Society (Massachusetts)

Brand director, Minute Maid—The Coca-Cola Co. (Texas)

If you have a position you’d like to see highlighted in PR Daily’s weekly jobs post, or if you’re searching for career opportunities, RaganJobs.com is the perfect place to find or post high-quality job openings.

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Twitter chief hints at deleting its ‘like’ button

Rumors are swirling that Twitter might soon remove the ability to “like” tweets.

The Telegraph first published the news based on comments made by the platform’s co-founder and chief executive at a private event.

The Telegraph reported:

Founder Jack Dorsey last week admitted at a Twitter event that he was not a fan of the heart-shaped button and that it would be getting rid of it “soon”.

Vox reported:

“Right now we have a big Like button with a heart on it and we’re incentivizing people to want [the number of likes] to go up,” Dorsey reportedly said. “Is that the right thing? Versus contributing to the public conversation or a healthy conversation? How do we [incentivize] healthy conversation?”

Dorsey has emphasized the “healthy conversation” initiative repeatedly over a summer during which he has been summoned to testify before Congress about Twitter’s perceived biases. His mood regarding the inefficacy of the “like” button in facilitating meaningful interaction seems to be supported by an otherwise vague response to the Telegraph report from Twitter’s communication team:

Though Twitter’s communications team didn’t confirm or deny the rumors via Twitter, a spokesman said the button won’t be taken anytime soon.

The Telegraph reported:

In March 2018 Twitter introduced “bookmarks” for saving tweets, signaling a pivot to a new system. A Twitter spokesman said: “At this point, there is no specific timeline for changes or particular planned changes to discuss.

“We're experimenting and considering numerous possible changes, all with an eye toward ensuring we're incentivising the right behaviors to drive healthy conversation.”

[RELATED: Join us at Disney World to soak up some sun and a wealth of social media secrets.]

Dorsey’s comments—followed by Twitter’s ambiguous comments and largely negative reactions from Twitter users—show the uphill battle the platform has been fighting to extinguish toxic behavior from its site. It’s one reason Twitter has struggled to attract new users in large supply, and with them, more advertising dollars.

Some argued that removing the button won’t help Twitter win that battle.

Bloomberg opinion columnist Noah Smith wrote:

The Like button is a much-needed way of delivering positive feedback on a platform that tends to amplify the negative. Likes are a quick, low-effort way of acknowledging a response or signaling approval — the Twitter equivalent of a nod of agreement. In order to see what Twitter is like without Likes, I’ve tried to go two days without Liking any tweets; after about an hour, the inability to give acknowledgment became unbearable and I had to log off. Without Likes, the only ways to indicate that you agree with or appreciate a tweet would be to either respond to it — which is impossible for Twitter users who receive floods of replies — or to retweet it, which is similarly prohibitive because it fills up one’s entire feed and quickly exhausts one’s readers.

And positivity is something Twitter desperately needs. Success on Twitter depends on virality — that is, having lots of people click the Retweet button. Positive tweets often go viral, but negative ones often do as well. When it comes to politics, the latter tend to dominate.

 

The Atlantic’s Taylor Lorenz suggested Twitter axe the retweet feature before banishing the like button:

The quest to accrue retweets regularly drives users to tweet outlandish comments, extremist opinions, fake news, or worse. Many users knowingly tweet false and damaging information and opinions in an effort to go viral via retweets. Entire Twitter accounts have been built on this strategy. If Twitter really wants to control the out-of-control rewards mechanisms it has created, the retweet button should be the first to go.

Removing the ability to like tweets is only one of the changes Twitter is considering to make the platform more friendly.

The Telegraph reported:

… [Dorsey] has hinted that he will be bringing in an option to edit tweets, change the verification process so that a blue tick is no longer a preserve of celebrities and “influencers” and that it could change how users’ follower counts are displayed.

Whatever Twitter decides to implement to stamp out negativity and fake news, it should work swiftly: On Tuesday, the platform launched an event page for the U.S. Midterm Elections. It didn’t take long for conspiracy theories and tweets from those who have spread fake news in the past to flood the page.

TechCrunch reported:

Beyond a promotional tweet from Dorsey, Twitter’s new offering is kind of buried — probably for the best. On desktop it’s a not particularly useful mash of national news reporters, local candidates and assorted unverifiable partisans. As Buzzfeed news details, the tool is swimming with conspiracy theories, including ones involving the migrant caravan. According to his social media posts, the Pittsburgh shooter was at least partially motivated by similar conspiracies, so this is not a good look to say the least.

Buzzfeed reported:

… [W]hile many tweets featured on Twitter’s new midterms page come from the verified accounts of political candidates and journalists, there are also quite a few from known conspiracy theorists; users promoting disinformation about candidates; and accounts with few followers, no profile photos, and low tweet counts — all signs of bot or spam accounts.

In September, Twitter banned “Infowars” host Alex Jones, but the decision was made weeks after other social media and tech platforms removed Jones. Dorsey has been outspoken about Twitter removing bias and being a platform that welcomes balanced viewpoints, but Twitter is having an increasingly hard time fighting negativity while honoring those ideals.

What do you think about Twitter potentially removing its like button? How would that change the way you use the platform?

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Podcast of the Week: Chuck Hattemer from OneRent (on TechNest)

[Note from editor: we’re starting a new regular series here on Geek Estate Blog — the “Podcast of the Week”. On Wednesdays, we’ll highlight a podcast we feel is relevant to tech savvy real estate professionals. Without further ado…let’s get to our first Podcast of the Week.]

We’re starting things off with an interview on the Technest Podcast with the Co-founder and CMO for Onerent, Chuck Hattemer (a member of the Geek Estate Mastermind). The Technest podcast is hosted by Nate Smoyer, another member of the Mastermind.

Onerent is challenging the status quo that’s been all-too-long accepted for property management. The company has only been in business for about five years, but is already in 72 cities and managing a portfolio worth over $1 billion in residential real estate across the country. They’re also working on a new product aimed to help renters become property owners through their own rebate program call Poplar Street.

Enjoy!

The post Podcast of the Week: Chuck Hattemer from OneRent (on TechNest) appeared first on GeekEstate Blog.



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Candy and food embrace Halloween marketing

This Halloween, many food retailers and chains are hoping their marketing tricks can persuade consumers to buy their treats.

Spending surrounding the holiday is increasing, giving more incentive for brand managers to craft Halloween campaigns that stand out and capture consumers’ attention.

FoodBev.com reported:

A survey commissioned by Citi Bank of 2017’s celebrations revealed that millennials spend up to twice as much as any other generation in the lead-up to the 31st, with over a quarter of each consumer’s average spend going on confectionery alone.

Here’s how marketers for several candy and food companies are making a splash:

Candy brands tweet visuals and recipes

Social media teams for several trick-or-treating staples tweeted in preparation for trick-or-treat festivities to grab consumers’ attention.

[RELATED: Today is the last day to save $200 on our social media conference at Disney.]

Skittles threw shade while Starburst leaned on iconic monster imagery to urge consumers to buy:

KitKat, M&M’s and Snickers shared recipes, highlighting other desserts and snacks featuring their products:

However, many other food and restaurant brand managers have seized Halloween festivities to push marketing messages and build brand buzz.

Starbucks and Burger King craft themed menu items

On Oct. 25, Starbucks debuted a limited-time Witch’s Brew Frappuccino:

Fortune reported:

This year’s Halloween drink stirs together chia seeds disguised as bat warts, which clump together in the drink like a pudding, and is topped with vanilla whipped cream dusted with lizard scale powder, which looks a lot like matcha powder, according to Refinery 29. The ingredients come together in the drink’s toad’s breath and orange crème base.

Burger King also recently introduced a limited-time offering, which it dubbed the “Nightmare Burger.”

The fast food chain claims that the burger can give nightmares to those who eat it.

Burger King’s press release read, in part:

In partnership with the Paramount Trials and Florida Sleep & Neuro Diagnostic Services, Inc. and Goldforest Inc., the Burger King ® brand conducted a scientific study over 10 nights with 100 participants (or should we say victims?) who ate the Nightmare King before they went to bed. By tracking various signals from the sleeping subjects including their heart rate, brain activity and breath, a group of doctors and scientists identified whether the individuals had vivid dreams.

"Someone... transformed into the figure of a snake", reported one of the study’s subjects when asked about her dream. Another recalled “aliens attacking” the boat he was on.

“According to previous studies, 4% of the population experiences nightmares in any given night” said Dr. Jose Gabriel Medina, a specialized somnologist and the study’s lead doctor. “But, after eating the Nightmare King, the data obtained from the study indicated that the incidence of nightmares increased by 3.5 times.”

Though some question Burger King’s claim, including Live Science, the stunt has made headlines and sparked conversations online.

The efforts by Starbucks and Burger King encourage consumers to create digital content, instead of brand managers. By offering a menu item that begs to be posted on Instagram, Snapchat and more, organizations can reap the benefits of crowdsourced content and conversation—especially when influential social media users take part.

Several chains entice with free and discounted food

Krispy Kreme, Chipotle, IHOP and The Cheesecake Factory are offering free or discounted items on Oct. 31.

Krispy Kreme announced it’s giving away doughnuts to visitors wearing costumes.

Thrillist reported:

On Wednesday, October 31, drop into any Krispy Kreme location wearing a costume, and you'll get handed a totally free donut. The deal is good for any free donut available at your local shop, while supplies last, meaning you can get your usual classic glazed or go all out for the occasion and stuff a Monster Batter donut -- and all three of its candy eyeballs -- into your face. The fourth Halloween-themed donut, by the way, is decidedly less spooky with its simple coating of chocolate icing and sprinkles.

The doughnut chain is probably hoping that when you come in for your free treat, you’ll also buy a few dozen to give out for trick-or-treaters:

Chipotle is offering discounted “booritos” on Oct. 31 to consumers wearing costumes:

IHOP is giving away a free Halloween-themed pancake to diners under 12 years old on Oct. 31:

Insider reported:

Beginning at 7 a.m. on Oct. 31, kids 12 and under can create a free Scary Face Pancake at participating IHOP locations. Even better, if you don't make it to IHOP for breakfast, the deal goes until 10 p.m., so you can instead have breakfast for dinner, even after trick-or-treating. This offer is valid for dine-in only and is limited to one per child.

While IHOP doesn't say exactly what your kids will be using to decorate their pancake, the photo on their website shows candy corn, Oreos and strawberries.

For consumers who want to stay in for Halloween, The Cheesecake Factory partnered with delivery service DoorDash to give away slices of two of its chocolate-cheesecake concoctions.

Food & Wine reported:

Here's how it works. If you order $30 worth of Cheesecake Factory goodness through the app—which is pretty easy to do if you're getting dinner for two or more adults—you can choose from a slice of Reese’s Peanut Butter Chocolate Cake Cheesecake or Hershey’s Chocolate Bar Cheesecake, at no extra charge. Just pick one, add it to your order, and put in the promo code TRICKORTREAT at checkout.

Many of these discounts and giveaways are meant to drive visitors on a typically low-sales day.

USA Today reported:

Brad Plothow, vice president of brand and communications for Womply, said the small business software provider analyzed more than 26,000 restaurants and in 2017, Halloween ranked in the bottom 15 percent of revenue days.

“If you’re not in the mood for parties or trick-or-treating, Halloween is a great day to go out to eat,” Plothow said. “It’s one of the slowest sales days of the year, with visits down about 20 percent, so you shouldn’t have any trouble getting a table at your favorite local haunt.”

King’s Hawaiian turns to theaters

King’s Hawaiian flexed its storytelling muscles with an animated film called “The Legend of Hallowaiian,” which can be seen in select theaters and on DirectTV.

Brandchannel.com reported:

The film stars the voices of celebrities Mark Hamill of Star Wars fame, Noah Schnapp from Stranger Things, and actress Vanessa Williams. It tells a story set in the Hawaiian Islands during a spooky Halloween evening featuring the release of a mythical monster that is reminiscent of the sci-fi horror in Netflix hit series Stranger Things.

And while characters aren’t eating King’s Hawaiian rolls, the brand’s new crown-based logo is suggested by the monster’s head.

MarketingDive.com reported:

The 82-minute film contains some mentions of the brand's rolls, including a home that gives out rolls instead of candy to trick-or-treaters. King's Hawaiian is also giving away prizes on its "Hallowaiian" website, including DVDs of the film, toys and a trip to Hawaii for four. The site also features Halloween-themed recipes.

King’s Hawaiian tweeted clips and images from the film, along with themed recipes and tweets:

What do you think of these marketing efforts, PR Daily readers?



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6 PR takeaways from a Dutch Olympian’s marathon swim

In August 2018 Maarten van der Weijden, former Olympic gold medalist for the Netherlands, undertook an epic 55-hour swim to raise money for cancer research.

This wasn’t just any course. Every winter the Dutch hope that the waterway connecting 11 cities in the northern province of Friesland will freeze over so they can hold their beloved “Elfstedentocht” ice skating tour. In Maarten’s mind, what better way to bring attention and funding than to commit to swimming this iconic route?

Having contracted and then beaten Leukemia in the ten years following his big win at the Beijing Olympics, Maarten suffered from survivor’s guilt. He felt he couldn’t continue living happily while so many people were still suffered. Maarten had the drive and the plan; how would he actually raise public awareness for his cause?

This is where senior PR strategist Ronald van der Aart stepped in. At the 5th edition of Amsterdam’s PR Lab meetup, organized by PRLab Hub, an integrated marketing agency focused on purpose driven companies, he shared some of the unique strategies him and his team of volunteers came up with to help Maarten raise more than €4.3 million.

[RELATED: Enter your work—or nominate a colleague—for our 2018 ACE Awards.]

Here are six takeaways you should keep in mind for your next PR campaign:

1. Schedule a dress rehearsal.

Given the unique nature of the event, anticipating what would be needed in advance was extremely difficult. With so much riding on the few days Maarten would be in the water, the team needed a way to get a better picture of issues that could arise during the actual event.

Before starting the official race, Ronald and his team decided to set up a ‘dress rehearsal’ during which Maarten swam along Amsterdam’s famous Amstel River. Not only did this bring greater publicity to what Maarten was trying to achieve, it also allowed the PR team to identify possible gaps before the actual event took place.

In PR, practice doesn’t necessarily make perfect, but it can certainly help to navigate some potential problems ahead of time.

2. Set up an online newsroom.

One thing the team learned from the dress rehearsal was that the strongest tactic for getting this story out would be through visual storytelling. The photos they took of Maarten swimming past the famous Amstel hotel with supporters (including other cancer survivors) cheering him on would be essential to truly communicate the significance of this story to the public.

To get the best shots and live updates on the scene the PR team would have to be stationed on boats following Maarten’s progress. With this in mind, Ronald’s team decided to create their own online newsroom where they could publish photos, videos, updates, news releases and maps instantly.

3. Keep your spokesperson connected.

Maarten’s drive and charisma made him irresistible to audiences. However, during the entire swim the team would not have their main spokesperson available for commentary.

One of the most commonly asked questions during the dress rehearsal was simply, “Where’s Maarten?” The team quickly realized that if they couldn’t have their protagonist sharing his thoughts and experience on camera, they instead needed a way to allow audiences to actively follow Maarten’s physical progress online.

They decided to install a GPS tracking system on the press boat following Maarten, so people could track his journey via the online newsroom in real-time. This brought tons of traffic to the website and more attention to the regular press updates from the water-bound PR team.

4. Embrace messaging apps.

One of the most successful strategies Maarten’s PR team came up with was to create an opt-in WhatsApp group for journalists where they could immediately share new updates, photos and more.

In the end they had 70-80 journalists join the group. According to Ronald, it became such a powerful awareness engine that some photos were republished on various news outlets only minutes after being shared within the group.

Instead of sending mass emails or relying on journalists to constantly check your website, WhatsApp groups enable you to share in the moment updates and makes it easier for journalists to quickly identify news worthy content from your campaign.

5. Use crises to your advantage.

No PR campaign will go 100 percent smoothly. You will always run into bumps and hiccups, both big and small. Instead of going into panic mode, the key is to adapt and find a way to use the new reality to your advantage.

Originally, the swim was open to others who also wanted to raise money by swimming alongside Maarten for stretches of the journey. This was seen as a great way to raise more awareness and funding through active audience engagement. However, just a day before the swim was set to begin the local mayor announced that the E. Coli levels in the water were too high to allow the public event to go forward. Maarten would have to take on the journey completely alone at his own risk.

Instead of panicking, Ronald’s team looked at the positive points. While they may have lost out on the extra funding that could have been raised by the other swimmers, from a PR standpoint this major blow to Maarten’s journey only enhanced the publicity and drama surrounding the event. The PR team was also now able to focus fully on Maarten’s individual experience, creating the makings of a more in-depth and personal look at one man’s struggle to achieve his goal.

6. Actively involve followers on social media.

Maarten’s PR team originally thought Facebook Live would be helpful; in the end it was indispensable. Their live stream of the event at times received up to 250,000 views.

They didn’t just give the audience a way to follow Maarten’s journey, they also actively involved followers, calling on them for technical, emotional and even pizza delivery support.

During one of Maarten’s brief swim breaks, he had gotten tired of surviving off of power shakes and all he really wanted was a giant mushroom pizza. Within an hour, a delivery boy arrived onsite with a mushroom pizza sent from one of Maarten’s livestream followers. Photos were taken of Maarten gratefully chowing down while still in the water with a smile on his face. By the end of the day the crew had received 55 pizzas in total.

When the second night of swimming approached, Maarten was tired and had lost his motivation to continue alone in the dark. Soon after reporting this, the team received help from four fire brigades that showed up to provide Maarten with 4km of light. Later local farmers joined the effort by driving alongside Maarten in their tractors while focusing beams of light on his path.

After the swim

Together, Maarten and Ronald’s PR team raised €3.5 million during the swim.

It didn’t end there. The viral nature of these stories led to a social media reach of 279 million. The most popular news release from their online pressroom was shared 4,000 times.

You can still donate to Maarten’s cause here.

Andrea Hak is the head of content marketing of PRLab, an integrated marketing hub

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Google CEO promises stronger response to sexual misconduct

In the #MeToo era, it has become a question for businesses of all sizes: What should be done with wrongdoers?

These toxic connections can come back to haunt major brands on social media and in traditional publications, so some organizations have opted to part with these employees quietly—paying lots of money for them to go away.

That tactic has backfired for Google, which paid three top executives millions during the past decade after they were accused of sexual misconduct.

The New York Times reported:

Google gave Andy Rubin, the creator of Android mobile software, a hero’s farewell when he left the company in October 2014.

“I want to wish Andy all the best with what’s next,” Larry Page, Google’s chief executive then, said in a public statement. “With Android he created something truly remarkable — with a billion-plus happy users.”

What Google did not make public was that an employee had accused Mr. Rubin of sexual misconduct.

[…]Mr. Rubin was one of three executives that Google protected over the past decade after they were accused of sexual misconduct. In two instances, it ousted senior executives, but softened the blow by paying them millions of dollars as they departed, even though it had no legal obligation to do so. In a third, the executive remained in a highly compensated post at the company. Each time Google stayed silent about the accusations against the men.

The New York Times obtained corporate and court documents and spoke to more than three dozen current and former Google executives and employees about the episodes, including some people directly involved in handling them. Most asked to remain anonymous because they were bound by confidentiality agreements or feared retribution for speaking out.

The news sparked a backlash within Google and without. Some Google employees have planned a protest.

The New York Post reported:

Hundreds of Google employees reportedly plan to walk out of the company this week in protest of the CEO’s response to a report the company allegedly protected executives accused of sexual misconduct.

The protest — in which employees reportedly plan to leave their desks at the same time — could happen Thursday, according to Bloomberg. It was initially reported by BuzzFeed News that more than 200 Google engineers are planning to participate in the demonstration.

[FREE GUIDE: 3 helpful tips for your crisis comms prep]

Google executives responded to the Times story with a message to employees promising that the company takes sexual misconduct seriously.

The Verge reported:

In an email to all Google employees following today’s New York Times exposé on Andy Rubin, CEO Sundar Pichai and Eileen Naughton — the company’s VP of people operations — said the story was “difficult to read.” “We are dead serious about making sure we provide a safe and inclusive workplace,” the pair wrote in a co-signed note. The email does not attempt to refute or discredit anything in The New York Times story, which said that in addition to Rubin, Google also protected two other men accused of sexual misconduct on their way out the door with generous exit packages.

“We want to assure you that we review every single complaint about sexual harassment or inappropriate conduct, we investigate, and we take action.” According to Pichai, 48 employees have been fired over the last two years without any kind of exit package / severance payment; 13 of them were “senior managers or above.” He also lists off steps Google has taken — in the months and years after Rubin’s departure and $90 million windfall — that are meant to provide transparency and confidentiality.

Later, Pichai wrote again to employees, this time acknowledging that the company’s apologies had been inadequate.

Ars Technica wrote:

In the five-paragraph message, which was obtained by Ars, Pichai wrote that the company’s apology "wasn’t enough."

As he continued:

So first, let me say that I am deeply sorry for the past actions and the pain they have caused employees Larry mentioned this on stage last week, but it bears repeating: if even one person experiences Google the way the New York Times article described, we are not the company we aspire to be.

I understand the anger and disappointment that many of you feel. I feel it as well, and I am fully committed to making progress on and issue that has persisted for far too long in our society…and yes, here at Google, too.

Pichai went further, noting that the company needed to take a "much harder line on inappropriate behavior."

Google, which has notably not refuted any of the Times’ reporting, did not respond to Ars’ request for comment.

Pichai has also promised to support employees who participate in the walkout.

One executive named in the Times report, Richard DeVaul, the leader of Google’s “X” department, has abruptly left the company.

On Twitter, many celebrated the women who are speaking up:

Others shared stories of their own bad experiences as Google employees:

Some applauded Pichai’s response to the Times story:

Others expressed frustration over the tech industry’s general speed at responding to these claims:

What do you think about how Google’s communicators have responded?

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Prove you’re the best in the PR business

Birthdays. Christmas. Thanksgiving. The Super Bowl.

Some of our favorite things come around just once a year—including your favorite awards program.

We want to recognize the industry’s best communicators.

Ragan’s 2018 PR Daily Awards features more than 35 categories, including general campaigns, publications, campaigns by industry, PR events and, of course, our grand prize for PR Campaign of the Year.

Our most popular categories include:

  • B2B campaign
  • Content marketing and brand journalism
  • Social media campaign
  • Blog
  • Print publication
  • Hospitality, travel or tourism campaign
  • Press event or media tour
  • Product or service launch

We want to see the campaigns that caught the eyes of the masses, the unique content that captivated and compelled audiences, and the PR events you planned that drew incredible crowds and engagement.

Not sure what amazing looks like? Check out last year’s winners.

“What’s in it for me?” you ask? A lot.

Winners receive:

  • A featured write-up in a Special Edition of Ragan.com
  • An elegant trophy
  • One complimentary registration to any Ragan event, webcast or conference within 12 months of winning
  • Grand prize winners also receive a one-year membership to Ragan Training—a premium online training library featuring hundreds of hours of the very best content from Ragan events.

Get started on your entry now to join the ranks of the industry’s finest communicators.

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Why communicators shouldn’t abandon long-form content

In the last decade, we’ve seen a surge in tweets, sound bites, video clips and other “snackable” content meant to satiate our ever-shrinking attention spans.

For many companies, the communication credo has been, essentially, “Shorter is better.” However, the tide may be turning toward longer, more robust messaging.

[FREE GUIDE: Brand journalism and content marketing—what’s the difference?]

Just in the last year:

Longer is not necessarily better, but there are benefits to beefier content. Here are a few reasons for communicators to hop onto this trend:

  • Separate yourself from the pack. Anyone can bang out a 400-word blog post filled with hot takes. If you take time to craft more substantive articles, however, you’ll probably earn more traffic, more backlinks and more respect in your industry. You might also win over new fans. Just remember that inflated word counts do not equal in-depth, data-driven, well-researched or interesting content.
  • Squeeze more social media juice. Social media sharing is down 50 percent since 2015. One way to buck this alarming trend is to produce longer pieces, which tend to garner more shares and interactions.
  • Control, shape and dictate the conversation. Going longer enables you to create and steer your own narrative. Instead of relying on the news media to disseminate your message—or being forced to respond defensively to accusations or rumors—you can become your own publisher.

Producing more in-depth pieces is not without hazards, of course. Beware these long-form pitfalls:

  • Prepare for out-of-context sound bites. The more words you write, or the more video you upload, the more room there is for error. Scrutinize every word you publish—lest your readers pounce on typos, tone-deaf quotes or out-of-context phrases.
  • It takes time and money. It takes skill, too. The whole point of long-form content is to produce insightful pieces packed with useful, interesting information. If your plan is to fill out word counts with blather, don’t bother. Be prepared to allocate resources, time and talent toward producing more substantive content.

How will you adapt your strategy to capitalize on this potentially fruitful trend?

Gabe Ross is an account executive for Stanton, a communications firm with offices in New York and California.

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Tuesday, October 30, 2018

5 ways brands use social media to boost their reputations as employers

When you think of how companies use social media, you likely imagine how they promote products and services to their target audience. While this certainly plays a major role in how brands can take advantage of social media, it is far from the only possible application.

Many companies also use social media for a more inward-facing approach: improving their reputation as an employer. A full 75 percent of job seekers research an employer’s “brand” before applying for a job.

[RELATED: Earn recognition for your videos and visual designs that captivated audiences.]

Your company is only as good as the people who work for it. Employee turnover can lead to significant losses for a business, and as such, any efforts that can improve retention or help you attract highly-qualified candidates will go a long way in helping you maintain profitability.

Here are a few ways that brand managers can use social media to improve their reputation as an employer:

1. Create (and use) employee-focused accounts.

For many organizations, creating a secondary, employee-focused account serves as the best way to reach out to potential employees. These accounts are often kept separate from the primary, consumer-focused account and are used to highlight job opportunities or showcase the benefits of working for the company.

Examples of this include the Microsoft Life Facebook page or The Coca-Cola Co. on Twitter.

Rather than focus on advertising messages, these accounts highlight their companies’ charitable endeavors (including activities that employees participate in), employee interviews job opportunities and other content of interest to potential workers.

2. Use employee advocacy to your advantage.

Potential employees often don’t want to hear the employer talk about how great their company culture is. They want to hear from the people who actually work there.

Because of this, many companies use employee advocacy programs, where they encourage current employees to post about positive experiences using a branded hashtag.

In an interview with Smarp, Jörgen Sundberg, founder and CEO of Link Humans, explained, “Have a look at the various culture hashtags, e.g. #SalesForceOhana or #AdobeLife and you'll see how individuals and teams post on social about all sorts of topics from office life to events and to training sessions. This creates a community inside a company, especially in large organizations where social media can be a place that links staff from different offices, functions and time zones.”

3. Start in on some staff training—today.

Though employee advocacy programs on social media can prove highly effective, they generally need some guidance from employers to be successful.

As such, companies should provide training on social media best practices, including the types of posts that will be most beneficial to their reputation. This training should also address how employees should act on social media when not promoting your brand, as bad online behavior could reflect poorly on the company.

You shouldn’t expect everyone on your staff to jump onboard at the possibility of participating in an employee advocacy program, but you can encourage participation by gamifying the advocacy program or introducing a rewards system.

4. Conversation monitoring is essential.

It’s not enough to just publish your own content; you also need to monitor what others are saying about your brand, so you can get involved in online conversations—or even learn about changes you need to make to the employee experience.

The key with monitoring these conversations is getting involved as quickly as possible in an appropriate manner. As Jennifer McClure explains, “If you search and find that nobody is talking about your reputation as an employer, that’s a problem because you are not helping your brand. Second, if they are saying good things, you should know about that so you can tell others and perpetuate your brand. Finally, if they are saying bad things, you need to address it because research shows that people have a higher regard for employers who respond to negative comments.”

5) Demonstrate change as best you can.

Finding the right balance between maintaining profitability and becoming a quality employer isn’t always easy. Many brands, particularly startups, go through a learning curve where they need to adjust their company culture to ensure better working conditions.

Unfortunately, these improvements often come after negative feedback has already been posted on social media or elsewhere.

If your brand doesn’t have a stellar reputation as an employer, social media should be a key tool in spreading the word about the improvements and changes that have been made.

By using your own channels to inform others of updates to company policies or to highlight fun activities and events, you can gradually shift the narrative surrounding your brand. As you consistently acknowledge and address issues that are brought up on social media, you will improve the narrative.

Though social media can certainly present its fair share of challenges to employers, it also offers significant opportunities. By utilizing these social media best practices, you can better manage your reputation as an employer and ensure greater results for your company.

Lucas Miller is CEO, head copywriter and managing content marketer at Echelon Copy LLC.

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3 reasons why you should let us write your content

Ragan Communications and PR Daily have more than four decades of storytelling experience. We’ll help you reach your business goals with new content and distribution on our globe-spanning news sites.

Sponsored content is potent and unique. It will make you:

1. A thought leader.

Show your heels to your competition, show your audience that you’re more than a product or solution. You’re an expert. You’re an educator. You’re a sought-after source for information. Share your thought leadership with a Ragan-written downloadable practical guide, white paper or shareable article.

2. A lead generating machine.

If we build your content, they’ll read it. Communicators need content that makes their job easier. With every download, you’ll capture new qualified leads.

3. A data maven.

We know you never stop learning. Focus your research on communications needs, or learn exactly what your audience looks for with a Ragan survey. We’ll conduct pop-up or in-depth surveys, interviews and focus groups to fine-tune your content strategy to ensure engagement.

Creating powerful new content is critical to business success. We’ll help you meet your goals with our sponsored content.

Email us with questions and for a full list of available sponsored content opportunities. Click here for more information on sponsorship with Ragan.

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Infographic: The do’s and don’ts of social media automation

Typically, anything that improves efficiency is welcomed in our jobs.

However, when it comes to automating your digital responses, things tend to go wrong when you try to do too much or reply to every online comment.

For example, an unfit automatic response to a consumer comment spotlights the inauthenticity of your response and can cause the online conversation to spiral out of control.

[RELATED: Save $200 on our Social Media Conference at Disney World.]

This is one way social media automation can go wrong, according to SlideGenius. It shares more best practices and mishaps social media managers should take note of in this infographic.

Additional insight includes:

  • Discover the posting schedule that’s appropriate for your organization.
  • Find out which automation tools are best suited to your needs.
  • Identify best practices and uses for each of the digital platforms.

For more ways to make automation work for your online messaging, check out the full infographic below.



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Lessons from the CDC’s pushback on chicken costumes reporting

When inaccurate reporting ruffled feathers at the CDC, the agency fired back.

The Centers for Disease Control and Prevention has pushed back on news reports that it was telling chicken owners not to outfit their birds for Halloween. The reports had originally flagged the practice as dangerous due to a particular strain of salmonella and possible contamination.

ABC reported (in a story that has been updated for clarification):

When dressing a chicken, whether in a Halloween costume or a sweater, it is easier for a person to come into contact with harmful bacteria that live on poultry, including salmonella, health experts say.

The CDC is asking pet owners to use caution when handling their feathered friends due to a particular strain of salmonella.

At least 92 people in 29 states have been infected with a strain of multidrug-resistant salmonella after coming into contact with raw chicken products. No deaths have been reported, but 21 of the sick patients have been hospitalized.

Fortune also published the erroneous warning.

However, the CDC says the reports were made in error. It has offered a press release stating:

Despite news reports to the contrary, the Centers for Disease Control and Prevention (CDC) has not warned people against dressing chickens in Halloween costumes.

However, we do advise people with backyard or pet chickens to handle them carefully to keep their family and their chickens safe and healthy.

The release listed other health and safety tips for bird owners:

  • Always wash your hands after touching chickens or anything in their environment. Running water and soap are best. Use alcohol-based hand sanitizer if soap and water aren’t available, and wash your hands thoroughly when you get to a sink.
  • Keep chickens outdoors. Never bring them in your house.
  • Don’t eat or drink in the area where the birds live or roam.
  • Don’t kiss your birds or snuggle them and then touch your face or mouth.
  • Children under 5 years old should not hold or touch chickens. Young children are more likely to get sick because their immune systems are still developing and they are more likely to put their fingers or pacifiers and other items into their mouths.

The news had Twitter users crowing:

Here are lessons from this avian incident for PR pros looking to set the record straight:

1. Make sure your correction can compete.

For your news to break through, it isn’t always enough to piggyback on the original, erroneous report that you are trying to correct. Make sure your announcement is interesting and compelling enough to stand on its own. Include fun visuals and content to entice social media users to share the story.

Though many news outlets were ready to write a story about chickens in Halloween costumes, there wasn’t much to the CDC’s correction. By adding images of chickens in costumes or social media shares, its response—including its safety guidance—could have gotten more coverage.

2. Don’t single out a reporter.

People make mistakes, and embarrassing someone who has made an error won’t encourage them to help you correct the record. PR pros should use their pitching skills—and their best manners—when requesting a correction. If you must make your own announcement, referring to a generalized “false report” instead of calling a reporter on the carpet could significantly bolster your media relations efforts.

3. Offer more than just a rebuttal.

You can just counter an argument against your organization—and you might get an updated story from your announcement. If you can include new information, you might get an entirely new piece—one that omits the information you are trying to correct.

By adding a list of warnings about proper bird handling to its statement on chicken Halloween costumes, the CDC changed the discussion about chicken protocols. Instead of quibbling over costumes, media outlets shared important tips about safe care and handling of the birds.

4. Share your news on social media.

A chicken in a costume is perfect fodder for social media channels like Twitter, but the CDC’s handles haven’t tweeted or shared anything about the news. To talk about something as lighthearted as a chicken in a sweater might not be part of the organization’s social media strategy, but it certainly was a missed opportunity to jump on a trending subject.

What do you think of the CDC’s rebuttal, PR Daily readers?



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10 Best Places to Travel on a Budget

image with text 10 destinations to visit as a budget traveler
Updated: 10/30/2018 | October 30th, 2018

The world is full of affordable destinations, and it doesn’t require much effort to find them. No matter what continent, there are always places you can visit on a budget — even countries we think of as expensive are quite budget-friendly if you know certain tips and tricks. No destination is really ever “too expensive.” After 10 years as a frugal budget traveler and, in light of the release of my new book, today I want to talk about my favorite budget travel destinations from the last 10 years. These destinations are my favorite countries and regions for getting the most value for your money, meeting friendly locals and travelers, eating well, and having fun.

If you’re looking to travel on a low budget and wondering where you should go, here are the 10 best cheap places to travel internationally:

1. Fiji

laying in a hammock in fiji
Most of us imagine Pacific Island destinations as expensive destinations filled with high priced resorts, food, and services. However, that’s not always the case. Fiji, unlike its expensive island neighbors and sharp marketing by Fiji water, is actually relatively cheap to visit. While there are many $1,000-a-night resorts in the country, you can manage to enjoy pristine beaches, world-class diving, tasty seafood, and friendly locals without having to mortgage your home.

Since Fiji is a stopover on Fiji Airlines, you’ll find a lot of flight deals to the country. Many backpackers take advantage of that and a small backpacker community has emerged. That means cheap guesthouses, transportation, and activities, especially in the popular Yasawa Islands. Even if you’re not a backpacker, you can take advantage of all these deals and save money. Fiji is one of the best budget destinations on the region and not to be missed.

For more information, check out this detailed planning guide on Fiji.

2. Central America

the jungles of central america in costa rica
Want to roam ancient ruins, trek through the jungle, surf, and eat delicious food with few tourists around? Visit the smaller countries in Central America — think El Salvador, Honduras, Nicaragua, and Guatemala. Here you will find most budget hotels for around $15 per night, meals for $3, most bus journeys for the same price, and beer for less than a dollar.

Beliza, Panama, Costa Rica – these are expensive destinations by regional standards. If you visit the central Central American countries, you can get by on $40 a day as a backpacker or splash up to $60 a day and live large. Your money goes really far in this part of the world.

For more information, check out this detailed planning guide on Central America.

3. Cambodia

a monk at Angkor Wat Cambodia
While you could put all of Southeast Asia on the list, Cambodia is one of my favorite countries in the region — it’s affordable, beautiful, and the locals are incredibly hospitable. You can get a private, air-conditioned room for $20 USD, street food for $2, and transportation across the country for $20. If you are spending close to $50 a day, you are living large. It’s way cheaper than all its neighbors, just as beautiful, and filled with some of the nicest people in the world. It’s one of the cheapest backpacking destinations in the world!

For more information, check out this detailed planning guide on Cambodia.

4. China

shanghai china at night
China has fascinated travelers ever since Marco Polo traversed the Silk Road. While the days of China being a super-cheap destination are long gone, the country remains a budget destination – and one of the cheapest in Asia – but with a caveat. You need to get out of the big cities. Sure, the cities are still a bargain. Hostels cost less than $20 a day, food is $2-5 per meal, and local transportation in cities runs less than a dollar. But, the country becomes even cheaper, when you get off the beaten path and the interior. This is where you’ll find the best travel deals and bargains! China still remains one of the best value places in the world.

For more information, check out this detailed planning guide on China.

5. South Korea

changing of the guard at the palace in south korea
South Korea is a country not talked about enough. To me, South Korea is one of the greatest “undiscovered” travel destinations in the world — its prices rival that of Southeast Asia, it’s high tech, the food is mind blowing delicious and eclectic, the countryside is jaw-dropping beautiful, and the nightlife is out of this world. It is one of the most underrated travel destinations out there. With the South Korean currency at 1,100 won per $1 USD and most everything costing only a few thousand won, it’s hard to bust your budget here. My friend and I went out for Korean BBQ complete with drinks, and we each spent $8. You can pick up bottles of beer in 7-Eleven for less than a dollar. Trains are cheap. Everything here is cheap – plus it’s fun and different! If you’re looking for a budget trip to Asia, visit South Korea. There are lots of international flights to here!

6. India

the country side in india
While always a cheap country, the Indian rupee used to ride high at 39 rupees to the US dollar. Now, you get 73 rupees to the dollar — that’s nearly 50 percent more money to travel with. Unless you book five-star resorts and eat only Western meals, you’ll find it hard to spend $50 a day here. You can get by on closer to $30 by staying in cheap guest houses, taking second-class trains, and avoiding Western food. India a cheap backpacking destination – heck, just a cheap travel destination – with a rich cultural history, top class food, helpful and curious locals, incredible regional diversity, great tea, and a lot to do. It’s a gigantic place best either explored in either one large trip or a few smaller chunks. Either way, don’t miss India.

7. Eastern Europe

a little town near velinko tarnovo, bulgaria
Far Eastern Europe (Ukraine, Bulgaria, Romania, Moldova) is the cheapest part of the continent. It’s a sin most people don’t visit this region more. I was living like a king for less than $40 per day, paying $8 a night for a room in Ukraine, $1.50 for a liter of beer in Bulgaria, and a few dollars for transportation. Eastern Europe has the charm and beauty of the West without the high prices or hordes of tourists you’ll find in Paris, Prague, or Barcelona. They are not the impoverished ex-Communist countries most people still think them to be. If you’re looking for something a little more off the beaten path, come to this area of the world.

For more information, check out this detailed planning guide on Europe.

8. Portugal

the cityscape of lisbon, portugal
Not all Euro countries are created equal, and Portugal is one of the bargain countries in the region — and one of my favorites. I fell in love with the country the first time I visited — how could I not, with beautiful beaches, wine country, stunning cliffs, delicious food, jovial locals, and historic cities all at bargain prices. Portugal has become a lot more popular and crowded in recent years. Lisbon has become especially expensive was people move there and drive up prices. It’s a great place after all! However, once you get outside of Lisbon, prices are still relatively cheap compared, even if the crowds are a bit larger these days!

For more information, check out this detailed planning guide on Portugal.

9. Australia

the australian outback
While an unlikely candidate to be listed on a “cheap destinations” list because it’s known to be incredibly expensive, Australia can also be incredibly cheap – if you know a few tricks! Thanks to a lot of work exchange opportunities, a well-worn budget backpacker trail, lots of Couchsurfing hosts, and cheap groceries, you can visit Australia on a budget. Additionally, Australia has become cheaper thanks to the 20% drop in the Australian dollar has tempered that price increase and made Australia the most affordable it has been in years.

For more information, check out this detailed planning guide on Australia.

10. Thailand

ko tarato national park in souther thailand
On every list ever about budget travel, Thailand is where it all began for me so it holds a special place in my heart. It is where I decided to quit my job and travel the world. I lived there. I loved there. Thailand is incredible. With a tourist trail going back decades, Thailand is the heart of backpacking in Southeast Asia, and you can get by on between $25-30 a day thanks to cheap guesthouses, street food, local buses, and attractions. If you spend all your time on the islands and in expensive accommodation, expect to pay closer to $50 USD a day. However, even at the price, Thailand is still one of the most bargain destinations in the world and should not be skipped!

For more information, check out this detailed planning guide on Thailand.

******

I believe most destinations in the world can be explored on a budget without sacrificing too much comfort (heck, I even traveled Iceland on $50 a day). If you’re a savvy traveler, you know how to maximize your money no matter where you go in the world. But your mission to find the cheapest places to travel in the world is a lot easier when the places you’re going to are already affordable. It takes less work to save money.

So visit one of these places and save! Leave a comment below and add in your suggestions too!

Read more and learn to travel cheap: 

Book Your Trip: Logistical Tips and Tricks

Where to Book a Cheap Flight
Find a cheap flight by using Skyscanner or Momondo. They are my two favorite search engines because they search websites and airlines around the globe so you always know no stone is left unturned.

Where to Book Your Accommodation
If you want to stay elsewhere, use Booking.com as they consistently return the cheapest rates for guesthouses and cheap hotels. I use them all the time. You can book your hostel – if you want that instead – with Hostelworld as they have the most comprehensive inventory.

Don’t Forget Travel Insurance
Travel insurance will protect you against illness, injury, theft, and cancellations. It’s comprehensive protection in case anything goes wrong. I never go on a trip without it as I’ve had to use it many times in the past. I’ve been using World Nomads for ten years. My favorite companies that offer the best service and value are:

The Best Companies to Book With
Check out my resource page for the best companies to use when you travel! I list all the ones I use to save money when I travel – and I think will help you too!

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