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Three Ways to Make Editors
and Reporters Love You.
1. Always make news. And when you don’t have
news, invent it. Editors and reporters are desperate for story ideas. What’s hot? What’s different? What’s
the next big thing? There’s a reason why Baskin Robbins introduces new flavors every season, and why Subway gives a
new name to the same sandwich every few months. Do that with your travel product, and you’ll attract the attention of
the public — and hungry journalists.
2. Write for your audience. Press releases are an effective way to communicate news to the media.
But when you write them, keep your target in mind: time-pressed journalists. In other words, get to the point. Put the new
stuff first. Write it like the article you envision reading or seeing on TV. To get maximum mileage from your efforts, keep
press releases up-to-date and accessible via your Website. If you don’t have the time or ability to write press releases
or handle media relations, delegate it to someone else within your organization — or hire a journalist or communications
specialist to do it.
3. Pay
attention to deadlines. Respond to press information requests within 24 hours, even if only to acknowledge that you
have received the request and are working on a response. Reporters and editors are by nature a nervous lot, what with pressing
deadlines always looming. If you show that you understand their situation and respect their time, they’ll appreciate
it — and be more likely to give you repeated coverage.
Need Some Help?
Here's What I Can Do For You: •
Editorial and custom publishing project management
• Consulting and content creation
• Feature and guidebook
writing and editing
• Copywriting and promotional program development Subject Specialties: • Tourism and travel industry trends
•
Latin America (Mexico, Central/South America, Caribbean)
• Niche markets (business travel, luxury travel, spa and
fitness, gay and lesbian travel)
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Three Ways I can Help
Build Your Business. |
1. By helping you understand the mind of the reporter and editor. With more than 15 years as a travel
journalist and editor, I can help you target the media, build relationships and attract the attention you want.
2. By creating promotional copy that will get you noticed. I’ve
developed concepts and content for dozens of custom publishing, advertising, advertorial and educational programs. I’ve
worked with some of the biggest travel suppliers and destinations around the world, as well as some of the smallest. And I
can help you, too.
3. By managing your custom publishing projects.
I work with an independent group of designers and content experts, as well as top marketing and communications firms, to create
expert teams tailored to the needs of each project and client. And I can help you, too. (For details about my client list
and experience, click on the “Experience" and "Portfolio/Client” sections.)
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