How to Create an Ideal Press Trip
In travel public relations, one of the core tools and storytelling value propositions to media and influencers that we have as publicists is a press trip. First-hand reviews are critical to editorial coverage and credible third-party endorsements are the ultimate goal. Content development and validation need to happen at the destination or through experiencing your product.
While it always seems glamorous on Instagram, the reality is there’s a lot more to it than sipping frozen cocktails on a beach or indulging in 10-course meals. Ok, maybe that didn’t make it sound like a hardship — however, there’s a tough grind and long days of work behind the shiny veneer.
Whenever you invest in hosting a press trip, it’s a big expenditure. The pandemic created more hurdles and put a huge strain on budgets. For tourism brands, it’s imperative to outline your goals, because once the train has left the station, you can’t go back and change course. Even the most experienced PR person can get a press trip wrong.
Kenya Airways Flight Launch JFK to Nairobi 2018 Press Trip
With the pandemic cutting us off for two years, it’s like a memory muscle we have to stretch and remind ourselves of the key ingredients to hosting a successful trip. Publicists and writers love to travel but love/hate press trips, mostly because of poorly managed expectations and miscommunication.
To learn how to create an ideal press trip, I’ve gathered feedback from a handful of amazing writers to learn from below, so stick with me. As a publicist, I know better than to put anything too juicy in writing, but I will give you good advice – that you can count on.
Outline Your Goals
Remember the media receive countless invitations year-round on coveted trips. It’s important to recognize that, zero in on your target audience and your value proposition that makes you stand out. Then ask yourselves:
Are you looking for someone who can secure an assignment in a magazine or a freelance writer who can place it in several outlets?
Do you want to gain awareness with an aligned blogger/influencer’s audience?
Are you thinking of hosting a group or is it better to focus on an individual trip?
Planning and Targeting Tips
Having a mix of media types to attend can also spread out the cadence of coverage and satiate people’s appetite for instant gratification, which you know the bosses are breathing down your neck for.
Consider the season and story timing as well — short lead (online) and long lead (print).
Editorial is not guaranteed. That’s why it’s so hard to get, but also so important to receive. Be mindful that some outlets have no complimentary trip policies like The New York Times, which won’t take coverage from a writer who’s taken free travel. They require journalists to provide receipts.
Once you have your goals, establish your targets, and determine what is the lead time for the invite. Consider whether you can be flexible on dates if your top choices can’t make it. To make sure you get the return you’re hoping for, a good strategy is to ask the top choices for their availability at the beginning planning stage.
Group or Individual?
A group trip can be a better bang for your buck, however, keep in mind your goals and target. Be upfront with the media, and they can tell you realistically what kind of stories they can sell to their editors and outlets. At that point, if a particular writer has to have exclusive coverage, you should consider an individual trip.
Group dynamics can be unpredictable. However, you can suggest to a top writer that they invite or suggest others they like to travel with. “Ask some of your favorite writers who they recommend if it’s a group so you know you will get a good group,” shared Johnny Jet of JohnnyJet.com.
Freelance travel writer Jillian Dara agrees. “I respect it when publicists ask who I like to travel with these days. It instantly sets a better tone for the trip knowing that we either have similar beats or interests so that no writer gets left behind, '' shared Jillian. This approach ensures that you set yourself up for happy travelers, which makes happy writers.
Know-Like-Trust
Work with writers you trust or someone referred to you (as mentioned above). Look for people who already have an affinity for the destination on social media or have written about it before. We all talk in the industry (as do writers about PR) so leverage your community.
Ask them
Reach out and ask what they’d like to see, and who they would like to meet for a story. It’s important to have buy-in and offer flexibility. After all, the goal is that they promote or sell the story of your product, destination, etc. You want to create advocates and long-term connections.
The Invitation
Be very clear and compelling in your story proposition. Be upfront about who is hosting, the parties involved and what is covered (costs - airfare, transfers, everything listed on the itinerary, etc.). While you don’t have to have the full schedule in the invite, you will want to show them what they’d expect to confirm if it fits their editorial and if they’d commit the time. Make sure to ask these key things:
Dietary restrictions
Mobility restrictions
Anything the writer might not want to participate in or be able to cover
If going abroad, ask about their passport expiration and country to cover off on any visas, and Covid guidelines
The Itinerary
Send the itinerary in advance for feedback. You’ll see from the media responses below that time is precious in the itinerary for the host and the writer. It’s a constant push-pull because there’s a lot of ground to cover, while the reporter has other work to balance. Gone are the days that a writer goes for an assignment for a week and is actually paid enough to focus on one piece. Include free time on the schedule for finding unique stories and email/work catch-up needs.
Jillian shares, “If you’re bringing freelancers on a trip you need to remember they have other livelihoods. If you’re bringing the staff of a publication, they still have daily commitments and requirements to meet even if they're OOO.”
Consider every element included and the expense, because writers cannot write about everything on the itinerary. Focus on the highlights and more unique to your destination things. Connect cool tastemakers and introduce interesting people that can help tell your story as well.
When you’re hosting the trip, remember that what you say is on the record and so are your partners. Everyone should be on their best behavior and consider topics that could help the writer develop more story angles. Choose wisely who staffs it and have your PR person be one of them. It’s critical that they get to know the product better with each trip and buffer on the ground, everything from paying to troubleshooting.
As writer Erik Trinidad experienced, “On an extension of a trip that four journalists opted for, our PR contact left to go home, leaving us in good hands with local PR (in Helsinki). When the most embarrassing, heated argument between two journalists blew up at an intimate dinner in a tiny restaurant, there was no PR person to mediate. So it wasn't handled well at the time because it wasn't handled at all. Granted, this fight should not have happened, but it did.” A publicist can take the temperature down a notch and mitigate fallout. Gossip spreads fast and you want to nip it in the bud before it sours the outcome.
Managing Expectations
Be as transparent as possible regarding the partners involved and who has skin in the game and share some of their expectations. Identify them in the itinerary with their social media, details, and newsworthy points about them. That will be your best bet for organic inclusion for those that find it relevant to their outlet and beat. Not everything on the itinerary will be covered, nor should you ever think it will.
Freelance travel writer Kelsy Chauvin knows it all too well and underscores the nuances when it comes to editorial. She said when tourism boards overbook you, “then individuals don’t have enough time to explore on their own and find unique things to write about — and the resulting coverage ends up being the same places/businesses repeated in multiple publications.” Editors know when a group of writers get back from a press trip too, since they get similar pitches. Be upfront with who is pitching which outlets, so both parties don’t have egg on their faces.
Strike a balance with appeasing stakeholders and understanding editorial. Kelsy says, “Overbooking writers just to satisfy numerous CVB partners on a single FAM too often is the biggest waste of time for a reporter with limited time in a destination.”
Don’t include things or spend time on experiences the media’s audience cannot buy. Tourism boards want to be flashy and give them exclusive experiences, however, unless you’re doing it for the ‘gram, you might be doing it for the show, not for coverage. Think about the end product - a story and the reader/audience.
Deliver on your promises as some assignments are dependent on them. Sure, things can always change but if they do, communicate it right away.
When headed to a destination, writers sometimes have stories planned, and when it doesn’t happen, that can put them in a bind. Such as the time freelance writer Erik shared, “The dates of when a particular event that I was going to cover took place. I was at a multi-week festival in Switzerland, trying to do a video piece on Swiss wrestling—only to be told on the ground that all those events happened the week before with no plans to do it for the rest of our time there. The PR person beforehand was certain I would be able to do it within our allotted dates. It was also not available to experience or organize anywhere nearby due the scheduling conflicts of said festival.”
Setting Expectations with Sponsored Content
If you’re hosting a content creator and it’s a paid collaboration or trade, you need to set the terms prior, in writing. Set the expectations like social platforms, # of shares, usage rights to content, and make sure it’s a mutually beneficial relationship. Yes, you are paying, however, you don’t “own” anyone’s audience or the way they communicate to them, so be fair and manage expectations for all parties. The best relationships are asking for less, and you’ll always get someone who is happy to share more at the end of the day. That’s why you vet someone whose style and audience are a fit for who you’re trying to attract.
The Follow Up
Editorial and really good content development takes time. If it was a timely angle or actual news like a hotel opening, it will run right away. However, with glossy magazines and traditional media, you could be waiting up to six months to a year. Magazines close their books nearly six months in advance and plan even further in advance.
When you reconnect after the trip, it’s nice to check in to hear from them about the trip highlights, get constructive feedback, and learn where they are on their story development. If you have developed a nice relationship while on the trip, they will be in touch with you and want to work with you again.
After the trip, go back to where you started and remember why you did it in the first place. Evaluate your goals and assess the return on investment. Is it only about impressions or were you looking to create affiliate links with a blogger? Relationships are everything in this world. Remember that even if the outcome isn’t what you expected, which it rarely is!
Full Media Feedback: The most important is input from the media
While the pandemic has created additional hurdles and considerations, organization and thoughtfulness are timeless. A handful of top media professionals shared their thoughts on dos and don’ts for a press trip:
Someone gets an A+ on this assignment for his thorough feedback:
Erik Trinidad, Travel, food, writing, and video for the likes of LonelyPlanet, AFAR, VinePair, Thrillist, + more. Host/producer of @CarGlamping & @PlausiblyRidiculous. Follow his adventures @TheGlobalTrip.
Do
What has a publicist done pre-trip that's been very helpful?
Any publicist who organizes everything so that I don't have to think is great. This includes a packing list and any advanced forms needed to fill out. I mean, I don't mind having to think, but oftentimes, I'm so caught up with so many deadlines leading up to a trip that any support or reminders help. It's also great if they allow me to extend a trip on either end and help support that extra time if I need it.
What has been a highlight added to an itinerary or organized really well?
On a press trip in Reno, I noticed that Snoop Dogg was playing that evening at the casino/hotel we were staying at. The Marketing guy said, "Oh yeah, that's tonight. You want to go?" And we end up in the VIP section. Definitely an added highlight.
Do you prefer an individual or a group?
It depends. If I have a specific assignment with specific coverage or a dedicated video shoot, I prefer an individual. However, if not, I generally prefer a small group trip. This allows me to experience things "outside the box" and be exposed to other things that aren't necessarily my beat. Also, group trips are the best form of networking amongst fellow writers, editors, and PR reps.
Do you like knowing who you're traveling with if a group or the option to pick a travel writer friend/crew?
Generally speaking, I like not knowing the people going, so I can make new connections. I've been fortunate that most times, the PR rep organizing the trip knows how to curate like-minded people in the group, making sure everyone vibes with each other, even if they've never met. I'm not opposed to already knowing a couple of people on the trip, as long as there are new faces to meet.
Most memorable thing on a trip?
I really enjoyed nerding out with chefs in Panama and Georgia. Also, seeing breaching humpback whales (in Panama). There are so many highlights in my collective travels that it's all a blur. Skiing in Turkey. Rock climbing in Asturias. Pouring cider in Asturias. Seeing Eminem in Abu Dhabi. Attending the king's coronation in Thailand. Finding a Japanese speakeasy through a refrigerator door after snowboarding all day in Hokkaido. The more I look at a map, the more memories come back.
Don't
What did a PR person forget that really was crucial?
The dates of when a particular event that I was going to cover took place. I was at a multi-week festival in Switzerland, trying to do a video piece on Swiss wrestling—only to be told on the ground that all those events happened the week before with no plans to do it for the rest of our time there. The PR person beforehand was certain I would be able to do it within our allotted dates. It was also not available to experience or organize anywhere nearby due the scheduling conflicts of said festival.
Was there a bad dynamic that wasn't handled well?
On an extension of a trip that four journalists opted for, our PR contact left to go home, leaving us in good hands with local PR (in Helsinki). When the most embarrassing, heated argument between two journalists blew up at an intimate dinner in a tiny restaurant, there was no PR person to mediate. So it wasn't handled well at the time because it wasn't handled at all. Granted, this fight should not have happened, but it did.
What has been a lowlight of a trip ie. itinerary overpacked, expectations off, weird things on itinerary that don't match your writing?
It's always annoying when something I'd pitched prior to a trip doesn't come to fruition on the trip. i.e. Swiss wrestling. I'd pitched that idea, thankfully informally, but ultimately I had nothing to work with (It was to be a video, and I had zero footage.)
In terms of an overpacked itinerary, I get it — it's a part of the life we signed up for; these aren't vacations, it's work. But it'd be nice to find the importance of downtime, when possible. Generally speaking, good itineraries allow for downtime, but occasionally they do not. On one trip through Israel in 2012, the schedule was so jam-packed, that they forgot to schedule lunch, and we had to get the driver to bring us somewhere.
Michele Herrmann is a travel freelance writer whose work regularly appears in Forbes, AAA, Smithsonian, The Points Guy, 10Best, Thrillist, Mental Floss, and more. Follow her at @micheleherrmann. Here are her top three recommendations for planning a press trip:
Please include downtime on the trip. Along with editors, there are some freelancers that have to work while on your media trip and sometimes the go-go-go aspect of a trip can get draining for them. Consider early start times or end of days or a break during the day where media attendees can go back to their rooms to rest or catch up on emails or meet deadlines.
Understand attendees' limitations. Sometimes a press trip attendee cannot participate in an activity or meal due to personal or health reasons. Please acknowledge and respect their needs and requests. Maybe they have specific allergies or physical limitations where they have to decline from doing a group activity. Don't try to question their issue or glaze over it.
Provide a packing list. If I'm going to a colder climate or a place where I have to keep in mind conditions such as altitude sickness, there's a chance that I might have to do online shopping or run out to REI. Telling us as early as you can is helpful for us to get ready.
Johnny Jet of JohnnyJet.com - OG travel blogger and friend. He traveled with me on some of my first press trips such as the Bahamas and the Singapore Airlines A380 Launch. Follow him on Instagram @JohnnyJet. He shares his tips below:
Give plenty of free time so writers can explore on their own and or work on their stories/social media
Ask some of your favorite writers who they recommend if it’s a group so you know you will get a good group
Don’t have long sit-down lunches.
Long meals in the middle of the day can completely sideline an itinerary and not be a great use of time unless that restaurant has its own story.
Meena Thiruvengadam is an amazing freelance travel writer and consultant. Subscribe to her travel newsletter and follow her on @meenathiru. She says:
Include breaks in schedules, especially if it's a fast-paced trip visiting multiple destinations or hotels. Having time to make notes and gather thoughts along the way is priceless in a world with so many stories to tell.
Working with writers who aren't on assignment for a specific publication isn't a liability. It's an opportunity to get your clients into multiple publications from a single trip. When working on a confirmed assignment, contract terms can make it significantly harder to cover other angles of a trip for other publications.
To reinforce her second point, rarely are outlets giving assignment letters or confirmations before travel. The point of the trip is to find the story or stories. Allow the freelance writer to do what they do best — sell their travel stories to publications.
Kelsy Chauvin is a prolific travel writer published by Fodor’s, Afar, CNT, CNN Travel, ShermansTravel, Budget Travel, The Points Guy, and National Geographic Traveler. She is also a devoted reporter covering important topics for the LGBTQ+ community for Passport, Curve, EDGE Media Network, Gay City News, and other outlets. Follow her at @kelsycc. She shares:
Here’s my top thing to avoid: DON’T overbook the journalist(s), especially in a group FAM trip, because then individuals don’t have enough time to explore on their own and find unique things to write about — and the resulting coverage ends up being the same places/businesses repeated in multiple publications. Also, overbooking writers just to satisfy numerous CVB partners on a single FAM too often is the biggest waste of time for a reporter with limited time in a destination.
One pet peeve is when FAM planners know that I’m writing for an LGBTQ+ assignment, yet don’t put anything into the itinerary for that category, and/or leave me no spare time to research on my own. Give a few distinct ideas/neighborhoods for writers to find their own angles.
DO pay special attention to each writer’s special niche, because press trips are not one-place-suits-all.
Jillian Dara is a travel writer whose work appears in Forbes, Travel+Leisure, Shape, Wine Enthusiast, HuffPost, MSN, USA Today, VICE, Lonely Planet, Marriott Bonvoy Traveler, Time Out, and more. She’s a delight to travel with and drink Aperol Spritzes with while in Italy. Follow her at @jilliandara. She shares:
There needs to be downtime on a press trip. If you’re bringing freelancers on a trip you need to remember they have other livelihoods. If you’re bringing the staff of a publication, they still have daily commitments and requirements to meet even if they're OOO. With this said, not only does there need to be downtime but it needs to be enforced. Too often trip activities spill into one another, and when one thing gets delayed, it delays the other then all of a sudden down time is thrown to the wayside. Downtime is not just important for work but also for experiencing a destination from an authentic lens. Every traveler and writer has a different interest, which they should be able to explore on their own time, as it makes for a better story, always!
As much as I enjoy group trips where I am meeting new writers and content creators, these trips with strangers should be kept to a small group, like 3 to 4 people. There are too many writers with different interests and if a writer's needs are being ignored, trips can go sour quickly.
This is going to sound superficial at first but I promise I have a point — Ok, so please don't ask me to fill out a preference or "get to know the writer" form only to ignore it. These forms are standard and I get the property or operator needs to review them but please make sure either you read them and inform the client or that they actually review them. Yes, there are a lot of frilly things on there like "what's your favorite wine?" or "how do you take your coffee?" which is attention to detail that intrigues me, but there's also pertinent health information on there, like my nut allergy. Too often, I've filled out the forms only to be greeted with a welcome tray of charcuterie with walnuts sprinkled all over it; it's a very simple solution that seems to be overlooked too frequently.
A big part of travel is about personalizing so Jillian makes a great point here. It’s in our DNA so why not execute well on a press trip?
There is a common thread throughout all this feedback but it all boils down to a few key things. Being upfront, communicating expectations, and allowing free time on the schedule is imperative for success. Being a good partner from invite to return of the trip will make you a better partner and gain really good media advocates. Keep that in mind and you’ll go far.
Thank you to all my industry colleagues who I consider friends for contributing to this piece!
Any hot take that you’d like to add? Get in touch: jessica@tripwhisperer.co
Travel PR 101 Course: For those new to PR or entry level at a travel PR agency, I have a course for you on Teachable that you can take to get brought up to speed: https://public-relations-by-trip-whisperer.teachable.com/p/unpacking-the-secrets-to-public-relations
