Public Relations Primer
Targeting Media for Tour Invitations
- Always be
alert for possible outlets. For example, encourage co-workers
to bring newspapers and magazines back from business or pleasure
trips. Listen for travel programs on television and radio stations,
especially in your target markets.
- It's always
an asset if you have already developed relationships with writers
and editors, through a print or electronic public relations program
that includes news releases, backgrounds, media kits, tailored
pitches. If you don't have a pre-existing public relations program,
consult a media directory.
- The most
comprehensive media directories have separate volumes for broadcast
media, magazines, newspapers and newsletters. Many are now also
available on CD Rom or via the internet. They're valuable resources
for compiling media lists, plus they can be used to target media
for theme of tours. Wineries and restaurants, for example, can
see what food publications also publish travel features. Historic
homes might target decorating, architectural or history publications
that have a travel column.
- Maintain
a list of journalists who have asked to come on a media tour of
your area, but be sure to get copies of recent clips of their
stories.
- If possible,
read several issues of the publication you want to target and
become familiar with the types of articles and topics featured.
Note writers' names, and check the table of contents for names
of editors. (The writers may be freelance, but you can sometimes
track them down through memberships directories, such as the Society
of American Travel Writers. To order an SATW directory, call 919-787-5181.)
- Check your
media directory for information on editors of special sections,
contact details, etc. Some travel editors request faxes rather
than telephone calls; others won't release fax numbers.
- Know your
product, as well as the trends in travel publications. Carefully
consider how you can package - or repackage - what your area has
to offer into a themed tour that will "hook" journalists.
- Come up with
a story angle that is similar to those being published but with
a unique twist. For example, if a food magazine has published
a story about a winery on the water in North Carolina recently,
the editors probably won't be interested in an article about a
winery on the water in Virginia. They might, however, be interested
in an article about a winery that serves lunch as part of a river
cruise, hosts special musical events, etc. The trick is to be
appropriate and similar, but unique.
- Craft a focused
invitation letter, addressed to a specific writer or editor. Make
it brief (one page is ideal), and use vivid language to paint
a clear picture of the theme, if any, and the attractions included
on your tour. Keep it simple; don't be flowery, cute or quirky.
- Be specific
about what assistance will be provided (complimentary airfare,
rental car, escort and driver, lodging, meals, admission to attractions,
etc.)
- Enclose an
attractive, up-to-date media kit and/or appropriate brochures,
flyers, articles from local newspapers, etc. Don't just throw
in everything you have; remember your focus.
- Telephone
in a week to ten days to restate your offer. If you get a "no,"
end the conversation with something along the lines of, "Thank
you for reviewing our material. Is there anything you might be
seeking in background information about our area that I can help
you with while we're on the phone? Please don't hesitate to call
if you'd like to visit at a later date." If you get a "maybe,"
ask if you may follow up again.
- Remember
that some journalists prefer to travel independently, and some
of those who say "no" might ask if it's possible for
them to come on their own at a later time. Consider your resources,
and respond accordingly; but be prepared in advance for questions
such as whether a non-working spouse or partner could be hosted
as well. If the spouse or partner is positioned as a working one,
don't hesitate to ask for copies of clips showing that person's
name, too.
- If your invitation is refused, don't be discouraged. Develop other innovative ideas and themes. The more you knock (on the right doors of carefully targeted media in appropriate markets and publications), the better your chance of success. Trust us; we've heard "no" more than a few times.