CTTC contracts with public relations firms and specialty writers to collaborate with in-house media relations staff on a variety of media relations projects. Working with a diverse team of experts allows CTTC to maximize outreach efforts and execute expansive media relations campaigns. Specifically, CTTC coordinates the following PR efforts:

• Actively pitching a minimum of 12 press releases/media advisories to targeted media.
• Monitoring tourism media landscape for story placement opportunities, watching for seasonal or emerging travel trends, and developing and pitching related California stories.
• Identifying and securing high-quality desk-side meetings with key local market media for CTTC media relations staff and provide on-site support as needed.
• Providing monthly, quarterly and project-based media impressions and ROI reports.
• Actively monitoring and pitching stories highlighting CTTC leadership.
• Developing relationships with key media contacts by fulfilling requests, pitching story ideas and offering interviews with CTTC staff while positioning them as "California experts."
• Providing news clips as they appear and participating in strategic planning sessions.
• Developing and updating electronic press kits for distribution to media to keep them informed on the latest news, facts and research.
• Tracking story placement and equivalency rates in CTTC’s primary and secondary media relations efforts.
• Seeking added-value opportunities in order to leverage CTTC’s brand advertising spend.
• Updating CTTC online Press Room with news releases, newsletters, facts and stats, and clips.
• Monitoring and reacting to crises with appropriate crisis communications and partner outreach.

The domestic earned media ROI for the 2008-2009 fiscal year was $26,128,376.56 with 35,067,977 impressions. Placements included Bon Appétit, The Sacramento Bee, USA Today, San Francisco Chronicle, Los Angeles Times, Washington Post, New York Times, About.com, Family Circle, and Travel + Leisure.

CTTC awarded a new contract for a public relations firm to Development Counsellors International (DCI), as of July 1, 2009. The team will include four expert staff members who will be housed in offices in New York and Los Angeles. DCI will take the lead in planning CTTC’s public relations activities and programming for the next year, with an option to renew for three years.

DCI, “the leader in marketing places,” offers an optimal mix of traditional media outreach, and a range of new/social media tactics, while maximizing budgets through cost-effective, measurable activities in California’s key markets to generate the best possible return on investment. Ranked a Top 20 Global PR Firm by PR Week, DCI specializes in marketing locations, and has carved a niche in destination representation, tourism marketing and economic development. Visit theleaderinmarketingplaces.com to learn more.

• To provide current, accurate information on the California travel product along with serving as a resource for information, photo images and other press needs.
• Maximize local media relations efforts to effectively establish and maintain relationships with lifestyle, business and travel trade media.
• Continue to build and expand solid media database.
• Increase California’s visibility among all segments of travel and lifestyle media, including print, broadcast and online.
• Continue to keep CTTC’s leadership and authority top-of-mind among travel and lifestyle media.
• Increased ROI compared to FY 2008/2009.