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PRs fight back: 10 tips for travel writers

What do PRs really think of travel writers? After posting my 10 Tips for PRs, I decided it was only fair to give the PR industry a right of reply. Here, two well-known travel PRs launch a scathing attack on travel journalists. Understandably, they have asked to remain anonymous.

1. When we pitch an idea to you, please just say yes or no, or that you are considering it. We don’t mind if it is a no, it allows us to move on. Silence leaves us nowhere.

2. On group press trips, some journalists develop a childlike inability to think or do anything for themselves. Try to act like an adult, and don’t forget your passport.

3. Don’t listen to us talk through a lengthy pitch then ask for it in email form. Didn’t you take notes?

4. Don't ignore every email we send you with work content, then reply immediately to accept an offer of tickets to the rugby, football or opera.

 

5. Please don't say yes to an exclusive story and then only give it two lines of coverage. If you can't run a decent-sized piece, say so.

6. When you want information, give us a clear brief. Templates and formats are easy to work to, and mean you don't have to keep coming back for extra bits of information.

7. When you're being hosted on a group press trip, with complimentary flights, accommodation, food and drinks, try surprising the PR by buying a round of drinks. It probably won't break the bank but it will make the PR feel genuinely appreciated.

 

8. If you don't want us to ask if you've received an email, reply to it. Just a “no thanks” will do, and we will stop pestering you. (And don’t complain that you get too many emails when you’ve told us you prefer emails to phone calls.)

9. If you accept an invitation to an event please try to turn up. We get in terrible trouble with clients when you don’t show.

10. Please try to be polite. We know you're busy. So are we.


Add your comment by clicking on the "Add a comment" link at the bottom of this page. You can choose to remain anonymous if you wish.

Or read the original post, 10 Tips for PRs.

Comments

  1. Great tips and a thank you to a busy journalist who has bothered to provide information/reminder to PRs who genuinely want to get it right. I've been in PR for over 20 years and one of the things I bang on about like a manic parrot is that we should speak to journalists on the phone - just make sure you get the timing right and don't wait until they are posting their story and only have five seconds left to get it in. You can pitch an idea in about 10 seconds - quicker than drafting an email that may or may not be read - and you can develop the idea instantly, then provide salient information, succinctly written, to meet the journalists' deadline. I work with an ex journo and have been into papers to see what their job is like and I have gawped at the amount of press releases that crowd their desks every morning.

    Hanging out with journalists is the best way to learn what they are interested in, how they work and how they like to receive information.

     (Posted on 2007-11-29 15:02:00 by Anne-marie Payne)

  2. Sorry PR folks but some of these tips are horse-sh*t.

    3. Don’t listen to us talk through a lengthy pitch then ask for it in email form. Didn’t you take notes?

    Who are you, teacher? That's the basic process for pitching a story. Tickle their interest, follow-up with an email. Do you want the story or not?

    4. Don't ignore every email we send you with work content, then reply immediately to accept an offer of tickets to the rugby, football or opera.

    OK, this may seem unprofessional but at least you know how to get their interest.

     

    6. When you want information, give us a clear brief. Templates and formats are easy to work to, and mean you don't have to keep coming back for extra bits of information.

    Yes, finding the information a journalist needs to write about your client is a frightful yawn

    7. When you're being hosted on a group press trip, with complimentary flights, accommodation, food and drinks, try surprising the PR by buying a round of drinks. It probably won't break the bank but it will make the PR feel genuinely appreciated.

    Try surprising the PR by buying a round of drinks? Make the PR feel genuinely appreciated? Do me a favour. It's a press-trip, not a date.

    And whoever it was who posted a comment complaining about a journalist asking you to re-write your press release for them, the journalist is offering to let you write their story about your client for them. This is a gift horse.

    I can't argue with the other points except that they are more than a little condescending. There's an odd antagonism between PRs and journalists in the UK which you don't seem to get to the same extent in other countries apart from possibly France. At an interview for a job with a UK agency I was told that most of their staff "hated hanging out with journalists". If you really don't like journalists that much you're probably in the wrong job.

    (Posted on 2007-11-26 12:00:00 by anonymous)

  3. Both these lists should be required reading for any new PR or journalist starting out in the travel industry - as well as for many who've been there for years but haven't picked up the basics yet. It seems that many PR's are reading the PR Tips and learning - let's just hope that other journalists besides Mark are reading the tips for them.

    The comment about acting like adults on press trips is particularly pertinent for me having just returned from a week with five guys who weren't sober for any of the trip, thought that factor 6 sun lotion would be adequate in 32 degree heat/sunshine and couldn't work out that a piece of paper that said "Passenger Ticket" was a flight ticket and needed for the return trip!

    (Posted on 2007-11-06 17:27:00 by Kate)

  4. Please try and ensure the fact box information - especially the client website - is kept in full along in your with your piece.

    If our clients have invested in your trip, be it individual or on a group trip, the factbox is the Golden Ticket.

    Along with the feature, without a factbox we can't prove the ROI and defeats the point of your trip in the first place.

    We'll scratch your back - if you scratch ours!

    (Posted on 2007-11-06 14:24:00 by L)

  5. I totally agree with all above comments but please please please if you are invited on a group trip and dont want to go just reply with a 'no thanks' rather than ignoring us and then getting annoyed when we have to do a ring round to find out you are not coming!!

    (Posted on 2007-10-31 16:06:00 by anon)

  6. Any PR worth their weight in gold will, of course, do their best to stay abreast of the news cycle in order to come up with timely and interesting ideas for you.

    However, please consider we often work with up to 150 different publications and each of their respective journalists. If you do the math, and every publication has just 5 journalists – most PR’s will be speaking with approximately 750 different journalists on a weekly basis. In light of that, on the odd occasion we may have missed your last article - its not personal, we still love you, and it doesn't make us thick - there is just only so much time we realistically have available to us.

     (Posted on 2007-10-30 16:32:00 by Anon)

  7. Most journalists are known for their sharp, inquisitive minds and creative flare. After all, that's what makes their stories differ from the mundane. Why does this change on group trips, and many journalists shy away- especially during resort tours? It makes PRs wonder if they are bored, not interested, or simply don't care.

    (Posted on 2007-10-30 10:52:00 by Mahi)

  8. Think these comments are brilliant and full of humour - would also add that if possible, we would like more than 5 minutes warning to get urgent information to journalists and if we spend time giving relevant information, it would be lovely if contact details are also included!

     (Posted on 2007-10-30 10:46:00 by Jane)

  9. Jill October 30:

    I was always taught that news releases - an important PR tool - should act as an initial taster or prompt only, keeping them short and to the point, looking to attract the attention of the journalist, who can then choose to pursue further information.

    Very regrettably it seems, living in this ever-changing world of technology, the days of actual telephone conversations or meetings face to face - of considerable benefit to both the journalist and the PR - are becoming less and less. Can we please keep on talking to each other but not just by email dialogue?!

     (Posted on 2007-10-30 10:08:00 by Jill)

  10. I'm afraid there is a lot of truth there. The 'no shows' at events, particularly expensive lunches and dinners are the worst. But hey, a lot of journalists are great to work/play with!

    (Posted on 2007-10-30 08:56:00 by Mick)

  11. If we have sent you a perfectly well written press release with all the info you need included in it then don't:

    a) ring up and ask us to repeat everything over the phone

    b) ask us to rewrite it in a 'more original' format. We try to write in a way that you can copy and paste, but it is your job to write. If you don't want to use the same words as everyone else, TRY DOING YOUR JOB!!!

     (Posted on 2007-10-30 08:41:00 by David)

  12. Brilliant list! What about, don't deprive someone else of a place on a trip and then cancel at the last minute.

    (Posted on 2007-10-29 20:57:00 by Mary Stuart-Miller)

  13. Free tickets to attractions for media are a professional transaction - that is, we will happily give you tickets in your capacity as a journalist but only if you cover us in return! Please don't ask for freebies for your Auntie Jackie's sister's brother's boy, as refusal often offends...

     (Posted on 2007-10-29 16:50:00 by Natasha)