Erik Lindbergh, grandson of aviator, Charles Lindbergh, speaks at the press conference for the launch of the Lindbergh Jet Card
In this day and age of rising technology, many opt to email and use the phone, and sometimes forget the value of face-to-face meetings. As a NYC-based, boutique travel PR firm, we have found that there are two very important ways to cement relationships with the press, particularly those top press located in NYC.
The simplest is to set up times for our clients to meet at the editor’s office, or meet over coffee or lunch. Often the press are very busy, so just offering to stop by for a twenty minute chat is best, and frequently you end up staying a good 45 minutes. These are called in the industry “Desksides.” And they are simply put, briefings.
Media Training: Be Prepared
Its important to fully brief your client first on the main points to stress about their company or property, and also useful to have a presentation of photos on your laptop to share. There’s nothing like pictures to enhance the communication – as the old adage goes, a picture speaks a thousand words. Also, while you can hope the press are looking at your website, often they are unable devote the kind of time they would on their own with all the pressures and distractions of being an editor. So sitting there makes it happen.
Major Messages For You Client
As part of our initial process, we write an elevator pitch, which boils down the salient points about what makes your property or company different or better, and the distinctions. Then we convert those into four or five key message points. Its important for your client to have that in the forefront of their mind. Of course, if you are meeting with a business publication versus a consumer publication, the messages will have to be adapted.
The agency should also brief the client on the reporter or editor’s beat, and the types of stories they have covered in the recent past. Its always great to start a deskside by saying, “ I saw your article on Iceland, and loved the way you highlighted the unique characteristics of the destination,” or something specific to show why you liked the piece. Editors love that feedback.
Its vital to practice so the agency rep should ask sample questions, so you’re prepared. And if a question comes up in the interview and you don’t know the answer, its perfectly fine to say, “We will have to get back to you.” But be sure you do! And its also good to review how the interview went afterwards– just make sure you are outside the building – the walls have ears!
Press Launches and Launches – And Don’t Forget Conferences!
We also recommend, given the right news, that you organize a launch at a press conference. These are still very useful to galvanize the press’s attention and focus their attention on the news at hand in the most personable way.
Here as well, it’s important to have your remarks prepared, and make sure you rehearse. The agency should have a “run-of-show” prepared, which schedules out exactly when the press arrive, the greetings and credential table, time to mix, the length of the actual presentation, and questions. There should always be closing remarks and thanks for coming along with an invitation to ask further questions on a one-on-one basis.
With everything in media relations, follow up is vital. The very next day, the agency should send a thank you note and inquire if the journalist has any questions or requires pictures. Its also key to send out a press release the day after covering the news disclosed at the event, giving the press that wanted to get a jump on the story a day to break it first. After all, they made it to the press conference.
Press conferences can be held at private venues, but also at conferences and other gatherings, where the press is there in full force. For those meetings, it’s best to reach out to the conference organizers a few months ahead of time, and work with them to schedule any announcements. Then make sure you leave press materials including a media alert announcing the conference in the press room.
In the travel industry there are a range of conferences throughout the year, from World Travel Market in London to ITB in Berlin to the New York Times Travel Show in New York City.
So, while the initial outreach to press has to be via email or phone, when you are trying to cement a relationship, there is nothing like face-time!