This document provides tips for PR professionals on how to help freelance writers and bloggers effectively cover and promote a destination after a press trip. Some key recommendations include: encouraging the use of social media and a common hashtag during trips; providing Wi-Fi, photo galleries, and opportunities to blog on location; following up after with story updates and links; and continuing relationships by retweeting coverage and asking for feedback. The goal is to maximize earned media coverage through personalized outreach and making the experience easy for writers.

1. PR: How You Can Help Us Sell or Tell
a Better Story
2012
PRSA Travel & Tourism
& SATW
Beth Blair

2. Today’s freelance writers …
– Are social media savvy
– Own their own blogs/websites
– Contribute to online and print outlets
– And many take their own photos/videos

3. Freelancer vs. Blogger
 Freelance writers and bloggers have
different goals, needs, markets, and
numbers.
 Remember: Freelancers have an editor
to report to, bloggers do not.
 Most blogging is first-person. We need
the experience.

4. Pitches…
 Personalize when you can.
 Keep blogger and journalist/writer
pitches separate.
 Look for writers who specialize. You’ll
have better luck placing a story.

5. During the Trip
 Offer free wi-fi.
 Provide a short universal hashtag:
#PRSATravel.
 Encourage live tweeting, posting photos and
use of social media outlets.
 If hosting bloggers – cut out time for
blogging. Consider using a local coffee shop
or cool setting that has free wi-fi.

6. After the Trip…
 Update on events, news and other
information that relates to writer’s story.
 Create social media lists of past/future
attendees for keeping in touch.
 Have a nice selection in your photo gallery
Never assume that one article is the end
 Give love! Retweet or post the produced
stories.

7. How to Continue the Relationship
with Writers
 Provide web addresses and client’s
social media links.
 Don’t be afraid to follow-up.
 Keep in touch via social media:
Retweet, repost or just say hello!
 Ask for trip feedback.

8. HARO – Help a Reporter Out
How to get included in articles:
– Follow requests – if reporter asks for direct
quotes, don’t send contact information or
reply, “May I connect you with my client?”
– Follow-up via another outlet. Tweet:
Response is in your inbox! (This works!)
– Always offer to assist in the future.
*Be patient. Responses can reach 100-200.

9. Make sure you can follow though
Aim for 100% certainty when it comes to
interviews and promises.

10. Offer your attendees as a source
Ladies Home Journal Example

11. Pinterest
 Keep a Pinterest board of press trip
promotions – especially if your writers have
their own blogs.
 Beware of copyright infringement.
 Unless a blog/website has a “Pin It” button,
ask if it’s okay to repin photos.
 Use Pinterest to keep up with favorite writers.

12. Collect Your Media Trips Coverage

13. And the travel blogs you love

14. Beth Blair
Break into Travel Writing
(Hodder and Stoughton, 2012)
BethBlair.com
TheVacationGals.com