Praytell's Guide to Press Trip Perfection

Press trips, FAMs, media visits. Just like Sasquatch, these go by many names. 

Whatever you call them, in today’s hectic media landscape, they’re one of the most effective ways to drive meaningful coverage for destinations, hotels, tour operators, and just about any travel brand you can think of.

The reason why is actually very simple: Seeing is believing! Think about it…how could we expect anyone to write a deeply-researched story about a destination if they’ve never visited? Or a new hotel they’ve never stayed at? IRL experience is a crucial part of telling stories and generating coverage that’s authentic and true to a brand’s identity.

But despite its benefits, hosting media can (and often does) prove to be a challenging task. So, we’ve identified our top best practices for planning and executing press trips.

Let’s start with some ground rules. Every great press trip requires a few essentials: a compelling theme, a clear and detailed itinerary, thoughtfully-planned meals, and opportunities to meet vibrant personalities who bring your press materials to life. Be sure to include a weather forecast and any special packing notes for your guests! 

Alright, now let’s double-click on some of those must-haves:

Design a Curated Itinerary 

• Share the itinerary with attendees way ahead of time. Even if it’s a work-in-progress, there’s nothing writers hate more than receiving an itinerary at the 11th hour. They can’t plan, they can’t pack, and it stymies their creative process before the trip even starts, which, ya know, kind of goes against the whole point of what you’re doing.

• Make the activities cool, but not too cool. While VIP experiences can be enticing, be mindful of the fact that it’s difficult (and sometimes impossible) for the media to write about things that their readers cannot do on their own. Think about the overall story you’re trying to tell before you put that media-only experience on the itinerary.
• Include free time! Look, we get it. We’re all so excited to showcase our clients, which leads to an impulse to fill every damn second of the trip. But downtime is truly essential and the media really appreciate it. If you’re having a hard time squeezing it in, consider cutting group breakfasts. Sorry, Mom - it may be the most important meal of the day, but everyone will appreciate extra time in the mornings to handle their business solo, whatever it may be.‍

‍Create a Thoughtful Media List

A thoughtfully-constructed media list ensures alignment between the experience, your client’s target audience, and the interests of prospective journalists. Take these questions into consideration when building your list:

• Have you included a diverse group of journalists? 
• Which outlets do these writers contribute to, and how frequently?
• Does their past coverage align with our goals?
• Do the freelancers on your list over-index on any one publication?
• Have they written about your client before?
• Do their personal interests align with the trip? 

There are more questions to ask yourself while list-building, but this is a good place to start!

Be a Good Host

It’s important that the media feel like they’re being taken care of. We want them to relax so that their creative juices can flow and their stories can develop organically. 

Here are a few simple ways we can do that:

• Cover every cost…at all costs! Media expect to spend exactly zero dollars during the experience (which makes sense, given the challenges some writers face in the current landscape). So, as a best practice, account for every step of the trip in your budget, including all ground transportation.
• Be a good resource. This involves knowing the itinerary inside and out and coordinating any necessary changes swiftly. While you don’t need to memorize flight numbers, you should know what’s special about the restaurant where you’re eating that night, what’s new on the property where you’re staying, and have quick access to logistical information like how we’re getting from point A to point B (as well as what time we’re meeting in the lobby).
• Set clear boundaries ahead of the trip regarding alcohol and hotel incidentals. You’ll avoid awkward conversations with the writers and your clients. 
• Resist the urge to rush journalists into a story right after the trip. Give them space to operate within their own creative process, and instead send a polite thank-you with a simple offer of support for any additional needs. Remember - they want the same thing that we do (a story). By showing patience and maintaining open communication, you’re more likely to cultivate long-term relationships and achieve quality, authentic coverage.

Bonus Tips!

• Secure small groups (3-6 people), which allow for better dynamics, more personal interactions, and easier logistics.
• Avoid asking writers for confirmed assignments; these are a rare luxury nowadays.
• Be understanding! You may be asked “Who else is on this trip?” and while that may raise an eyebrow, the reality is that the industry is small, and a group that enjoys each others’ company is going to net a better trip outcome for all.

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