One of the best ways to connect with media is in person. Today, email and even social media are still important for staying in touch, but there’s nothing quite like putting a face to a name. To looking someone in the eyes and really getting to know a little more about them. There are only a few ways to do this. If you are lucky, you can grab coffee (tea for me) or a drink with a writer who lives nearby for honest feedback. But often, that doesn’t work for the media you want to build a relationship with (they live hundreds of miles or a flight away). So how do you get in front of them and make a lasting impression? You can either plan an introductory, sensory event (throw yourself a party and invite your media friends) or participate in a media networking event.
PINEAPPLE has hosted many events for media, and my favorites are always ones that incorporate hands-on experiences. Shucking oysters, trying to putt a golf ball into a hole, building a sandcastle, and tasting wine have been memorable moments during client soirees. During the planning stages it is important to determine what angles the media would need so that we build an agenda that truly showcases the best of our destination client.
We have also produced large-scale networking events to introduce multiple destinations to media. These one-on-one meetings are beneficial especially for smaller destinations who aren’t as well known. For the Southeast Tourism Society, we hosted a two-day Media Marketplace featuring 10-minute, one-on-one meetings with 54 media participants and more than 60 destinations. Within six months of the event, participants generated a combined impact of more than 433 media placements, reaching an audience of 1 billion+ and delivering more than $10 million in advertising value.
After years of planning and executing these events, it is obvious that those who are successful at turning the meetings into tangible results have done four key things: prepare, listen, take notes and follow-up.
Those who are prepared have reviewed each journalist’s outlet, recent coverage, and determined likely angles. During the event, it is important to take the time to hear what the writer is saying and to pivot if needed rather than blindly pitch. This also creates a conversation that is more memorable. And take notes! This is key to remembering what each specific journalist needed or was interested in about your destination. Finally, follow-up is where you bring it all home and turn a meeting into coverage. Send an email quickly (within 3 business days), making it personal by referencing a specific discussion if possible; deliver on your promises with more information, photos, a visit invite, etc.; and continue to build the relationship long after that initial meeting by following their work, or congratulating them on recent stories.
For me, a successful media event brings the right people together, gives destinations an opportunity to tell their stories, and leaves writers with ideas they’re excited to pursue. At the end of the day, everyone should feel they made valuable connections and that their time was well spent.