Working with media
How do you achieve publicity? What do you need to do for media to take note of your business/product/service? Below are a few simple steps that will assist you in dealing with the media.
It’s all about building relationships: Building relationships with the media is important for your business and journalists enjoy dealing with people who can assist them in their work. Make a list of the local media in the Brisbane metropolitan area and the Greater Brisbane region. Get to know the journalists. Be reliable. Help them out – they’re busy and will always approach you if they know they can rely on you for a good quote.
Make a long-term investment in the media: A familiarisation (famil) of your property or free-of-charge tour could result in thousands of dollars of publicity and build or strengthen your relationship with media.
Do your homework and research them before they come: Talk to them or us for background information. What are they interested in? Are they vegetarians? Are they single or do they have kids? Where is your common ground? Find a story angle they’re after and cater for this.
Never ask a journalist when the story will appear: Many don’t know when, as it’s the Editors who decide. Be smart about it and follow up with the journalist offering extra information or pictures. Send photos from the famil or a postcard to say hi.
Know the best times to gain maximum coverage: Journalists are often stretched for time – especially on weekends and public holidays. Christmas can be an excellent time to pitch a story as media outlets are often short-staffed and desperate for news.
Be mindful of what you say: Don’t tell them anything you don’t want to see in a story and avoid the negatives.
Go the extra mile: Pick them up from the airport, have dinner with them if they’re keen, put a cheese board in their room if they arrive late or some tropical fruit and a welcome note. Give them two stamped postcards to send to their family and friends, or a ‘Survival Kit’ with Berocca, a map and sunscreen. Little things can make a big impression.
Work with other industry stakeholders on famils to package products: Link in with partners (e.g. restaurants, accommodation and tour operators). Spread the coverage and expenses – it may assist in generating a bigger story.
Keep in mind journalist famils are vastly different to travel agent families: Don’t show them every room. Don’t overload their itinerary – they will not write about everything. Factor in free time for them to take pictures, do interviews and get a good feel for your product. Don’t inundate visiting media with local townspeople. Remember to thank them if they write a nice story. Journalists receive so few letters of thanks.