Press trip attendees capture a breathtaking sunrise at Casa Bonita Tropical Lodge
Over the past two weeks we’ve hosted two phenomenal group press trips to three luxury hotels in undiscovered regions of the Dominican Republic. With all attendees thoroughly enjoying and raving about their experiences, our team is assured that all of our hard work putting such wonderful itineraries and great groups together will pay off in the form of top tier feature coverage for the properties and destinations over the coming months.
Yet, as our three decades of experience in travel PR has taught us, the hard work is far from over. How public relations teams handle follow up from press trips is equally as important as the planning process.
How to Garner Top Tier Coverage through Press Trip Follow Up
Here are our top five travel public relations tips for easy and effective press trip follow up to garner maximum results for your property or destination.
1. Reminder of Comprehensive Press Kit – Yes, of course, you should prepare and share a comprehensive media kit containing background press releases, fact sheets, rate charts, spa and restaurant menus with your press group before you even depart on the trip. Given journalist’s busy schedules, it is often helpful to remind the press of the materials contained in the press kit once they return from the trip. After all, much of the info they seek is likely contained in these documents and will save you both time and energy.
2. Keep it Timely – Give your press group a day or two to settle back into their routine, once they return home from the press trip, but don’t wait too long to check in. It is imperative to follow up with your group straight away both thanking them for attending and adding to the group’s overall experience and offering your assistance to facilitate interviews and provide any additional info they might need. When you receive follow up requests, be sure to respond as soon as possible to work within the journalist’s deadline.
3. Provide Access to Image Libraries – Follow up with your press group with a direct link to a full image library immediately after the trip. It is always better to create a Dropbox folder containing the images, which you can simply share in one email, than it is to send high-res images as attachments. Remember, always pass along info (images included) in a format that is easy to digest and easy to save within your inbox.
4. Be Patient – Patience is a virtue, and it is certainly a virtue that the press value in their relationships with PR professionals. Keep in mind the editorial calendar that your press attendees are working within. While some online stories may run within weeks of hosting a press group, print coverage can take time – often four months to a year. Additionally, many freelancers will pitch to their outlets once they return home. Remember that they are just as eager to secure coverage for the hotels, as you are. Work with them as a team and your clients will reap the rewards in the form of amazing features.
5. Stay on the Radar — Be sure to continue to follow up with your attendees every few weeks or so to make sure they are still on track to meet their deadlines and stay up-to-date on any additional pitching efforts on their end. You are a resource for the press, so reminding them of your client throughout the year will result in more placements.
What are some key follow up tactics you find useful? Sound off in the comments.