A question we get a lot is, how do I reach my target audience and make sales?
At first glance, advertising may seem like a cost-effective option, but only until you separate the cost and effectiveness, considering them separately.
While the cost of advertising may be reasonable, the effectiveness of this method, especially compared to the returns on investment for PR and social media marketing, may not fit your budget realities.
As an established travel PR agency in Toronto we have found users are more likely to open up to a brand that shares information with them instead of pushing sales their way.
Here is our list of advice that can help you to get the attention of travel editors, landing you a spot in their publications.
- Use uncomplicated, formal language. Jargon and buzzwords don't sound professional. Be straightforward and avoid acronyms and informal language.
- Use facts. The foundation of good press is statistics and data, so having numbers behind your story will give it a solid base and make it appealing to the editor. If you are saying that a certain type of tourism has grown in a certain region, being able to support that with numbers will lend you lots of credibility.
- Prepare them in advance. Before shooting them the email with the story, give them a heads up. Send them a brief email with an advance notice that a story is brewing. If you’re expecting something big to happen in six months’ time, let them know now so they clear up some space for it in their calendars.
- Keep it calm. Try to keep it truthful and down-to-earth. Overhyping the story may lead to lack of trust. Editors have an ear for these things. Staying factual and accurate will lend you credibility.
- Direct it to a specific writer. Every publication has a reporter that is better suited for your story. Read some of their previous publications and reference it, so they know you are familiar with their work.
- Form a relationship. Follow up with them after sending the email. Try to get the person to meet up with you for a cup of coffee. You want to be able to reach out to them in the future, not only this once, so maintaining a relationship is important.
Finally, a bonus tip - be politely persistent. If they don't respond at once it doesn't mean a rejection. Often all it means is that they're busy with other things. Write to them again and if your material is worth it, it will get published.
And hey, if you want your travel PR portfolio to be handled by people who don't need these tips, and already have connections with important publishing houses, all you need to do is give us a call.