10 Top Tips for the Perfect PR Press Trip
It’s not just all about social media. Some of the original ‘tactics’ still have a worthy place in campaigns and the PR industry is famous for organising press trips. It sounds very glamorous, and it definitely can be, but it should always be rewarding and fun for those that go. Whether it’s for building media relations or securing a fantastic piece of coverage, press trips need to be remembered for all of the right reasons. At onechocolate we’re lucky enough to host press trips on a regular basis and, as such, thought we’d share some of our nuggets of wisdom with you:
1. Invite people who you think will not only enjoy the trip, but will also get on with other people – to help create a good atmosphere
2. Be very organised – eg have everyone’s contact details and make sure everyone has your number in case there’s a problem
3. Do remind guests if they need to bring something eg a valid passport, swimming trunks (people sometimes forget)
4. Keep things simple eg arrange a reasonable meet-up time and obvious meeting point
5. Don’t push press releases constantly at your guests, it’s annoying and will probably irritate them
6. Make sure your client is briefed properly
7. Set your client’s expectations for the trip
8. Be nice, courteous, calm and helpful – if you’re in control, it will rub off on others
9. Do enjoy a drink with journos and clients if the occasion arises – but remember you’re working
10. Have fun!
The Independent launches a new title
Next week the Independent launches its new complimentary title I, aimed at readers “who want concise, quality news at a low price”. According to the publisher Evgeny Lebedev this will be first quality daily paper to have launched in Britain in the past 25 years (since the Independent).
The launch of the new publication, which will be priced 20p, is an interesting move on the part of the publishing company as it tries to find a new niche on the newspaper market. However, the price is an issue which some experts see as a threat.
The new publication might have a negative impact on the Independent’s readership, which has seen its circulation fall below 100,000 in recent months, with readers opting for the cheaper version of the newspaper. Similarly, readers who are not very sensitive to news quality would probably choose free rival publications such as the Metro or the Evening Standard (also owned by Evgeny and Alexander Lebedev).
However, despite these concerns, i received an initial positive reception from media agencies, describing the 56-page read as a more accessible and “funky” format than the Independent. This would be particularly appealing to a younger demographic such as the 30-somethings who want a “more substantial” read than city-based free Metro.
The newspaper will be backed by subscription iPhone and iPad applications and will launch with a two-week giveaway of 100,000 free copies a day to build up brand awareness. If i succeed in attracting a substantial number of readers who are willing to pay for its content, it might be followed by other dailies of rival publications which want to tap into its readership base.