This year more media brands are ceasing their print editions and becoming online-only publications. So you may think there are less opportunities to garner coverage but there’s good news! Many new outlets are proliferating online while others transform into multimedia platforms.
Websites, blogs, Web interview programs, social networking platforms, apps, podcasts, internet radio, and the multiplatform capabilities of TV and radio news outlets, all provide different PR opportunities.
A few recent notable publications that have gone digital-only or will do so in 2019 are Glamour, Brides, Money and ESPN The Magazine. They’ve evolved investing resources in their online brands since more people are consuming news and information on the Web.
This spring I attended a PRSA “Meet the Media” event in NYC featuring journalists and influencers who are busy writing or reporting about travel and food for several major outlets. After the informal networking portion of the evening, the four panelists shared the latest trends, tips to pique their interest, and do’s and don’ts for collaborations, before a jam-packed room of PR professionals. I’m happy to report they welcome our help!
Here are 8 takeaways from Lee Abbamonte, travel expert & TV personality, Salvatore DiBenedetto, food influencer aka The Grubfather, Aly Walansky and Jordi Lippe-McGraw, independent lifestyles, wellness and travel journalists for a variety of media outlets.
- Don’t be shy, just pitch.
- Don’t pitch via social media, use email.
- Make sure your pitches are relevant for the journalist/influencer’s areas of expertise. Don’t send off-target pitches and waste their time.
- Do your homework and promptly respond to any requests.
- Find the interesting story and deliver on it.
- Think like a journalist – what’s the hook? Will their audience care?
- Designate a budget for working with some key influencers. Many have established large loyal followings due to their ability to create engaging content for those with particular interests.
- Relate how your story idea ties into trends in travel. Culinary travel, multigenerational, family, girls and guys trips, bachelor and bachelorette trips, experiential, and solo travel are all hot trends.
Leave us a comment with your tips or thoughts.