It may be becoming increasingly challenging to get the new time-pressed breed of journalists, bloggers and influencers to attend press trips, but is there still a place for them in PR today?
In short – yes, and here’s why:
A press trip remains an invaluable environment in which to form lasting relationships with media. It’s human nature that being able to put a face to a name brings all parties closer. Indeed, personal contact will always make the goods, services and people that we are trying to PR seem more real and relatable, while fostering a better understanding of what you and your company or organisation are really all about.
As such, brand owners should always try to meet journalists as often as possible, and press trips remain a great way of doing that as they help facilitate positive relationships, meaning the next time you interact with a journalist there will be a genuine recognition and rapport.
There is also inevitably a high level of exclusivity on press trips that allows journalists the chance to fill their MP4 players with hours of interview material, which can be used in features and articles for years to come, while in the short term offering the chance for one on one contact will give them material that will be unique.
With any press trip, a brand owner or organisation will understandably want to see a good return on their investment – and this is invariably the case. Again, it comes down to human nature. If you’ve got a good story to tell, and the journalist has invested their own time in allowing you to tell that story, then they are inevitably going to be more interested in relaying it to their readers, listeners or viewers.
Journalists are also always looking for interesting press trips that offer new experiences from which they can extract desirable content.
Our recent press trips to Cuba, for Havana Club, and Ireland, for Irish Distillers, have had top tier media attending and then writing bespoke brand stories based on their exciting time abroad, leading to many more column inches and pieces of coverage than a press release alone would muster.
So here are our top tips for a successful press trip:
Richmond & Towers (R&T) has secured briefs from whisky makers based in Norfolk and the foothills of the Himalayas, both of which are looking to leverage the agency’s best in class drinks trade and whisky PR credentials. The 100% employee-owned PR and social agency will provide UK and global communications… Read more
We have been awarded the PRCA Gold CMS Award for achieving CMS certification for 17 years of continued excellence. The Communications Management Standard (CMS) is awarded by the PRCA (Public Relations and Communications Association) to companies who demonstrate operational excellence. We are audited annually and scored on nine core areas… Read more
We can’t lie – it’s been a great start to 2023. And now we’re almost halfway through the year, we wanted to fill you in on what’s been keeping us busy. We’ve had plenty to celebrate over the last couple of months: amazing new clients, incredible award wins… a brand-spanking-new… Read more