It would be fair to say that on the most part, PR rules translate across numerous industries. When it comes to travel, this advice pretty much goes out of the window though.
Instead, there are a whole host of different guidelines that the typical PR agency has to work with. Through the course of this guide we will now take a look at this in-detail.
Rule #1 – The importance of good photography
In most industries you need photography, but it could be argued that some are more important than others. There’s absolutely no doubt that travel falls into this category.
Put simply, those companies who have great photography are going to prosper much more than those that don’t. Photography is bread and butter for journalists and without it; they are left with a bland article.
Of course, you might have some really good images, but you’ve also got to ensure that the quality is there. For print images, journalists will generally not accept anything less than 300 DPI. For online purposes you can get away with less, but always understand that your brand is going to be up against it if it doesn’t have a healthy supply of good, high-quality images to hand over to the journalists looking to cover you.
Rule #2 – An invitation goes a long way
As costly as it might sound, one of the best ways to get journalists on-side is to invite them on a trip. Obviously, this might not be relevant to all travel brands out there, but for those that it does apply to you should make it your priority.
This isn’t just about handing out a “freebie”, it’s also about assisting the journalist cover your brand or story a bit more. Some of the most read travel articles on the internet are from journalists who have been given a bespoke experience and can ultimately relay this in first-person terms.
This approach tends to guarantee that your brand will be covered, but at the same time you need to outline your budget very early on in the process as it can sometimes get out-of-hand if everyone involved doesn’t have a full understanding.
Rule #3 – Fail to plan, plan to fail
It’s one of the most annoying clichés you will hear, but there’s no doubt that the travel industry requires a lot more planning than others when it comes to public relations.
The reason for this tends to relate to the second rule we have just covered. In other words, journalists turn into jet-setters, and this means that their diaries tend to stack up quite quickly. Even if you contact someone who doesn’t necessarily venture on a lot of trips, asking them to jet to another country might not be possible with minimal notice.
Of course, the usual time restraints also come into the picture. Journalists have deadlines for all of the pieces they are running, and it’s up to you to make sure that you get on their radar long before these are due. This means finding out when they are going to be publishing their “best deals” piece, or anything else along such lines, and getting in on the act. In other words, a PR calendar is absolutely essential.