Okay I may be giving out my age, but I remember the old days of printing out press releases, fact sheets, photos, and relevant articles and then stuffing them into glossy file folders with my business card and mailing them to journalists. We took all that time and sent those out because getting that information to the right contacts was crucial.
Now we have modern technology and don’t have to do press kit assembly lines in the conference room, but we absolutely still need to get that information out. This is why a website press room should be a priority for destinations.
A great online press room should feature story ideas, press releases, media contacts and relevant publicity. It’s not too different from the old-school kit, but just more accessible.
Story ideas go beyond sharing basic destination information- they help journalists uncover their next story. You can organize story ideas by season, travel trend, audience or experience, such as outdoor adventure, culinary travel, family getaways, history or hidden gems. Think of it as an opportunity to show media what makes your destination newsworthy beyond the usual attractions.
Press releases will give media a quick way to find out what’s new and noteworthy at your destination. From new hotel openings and attraction announcements to upcoming events, seasonal experiences and major developments, keep releases organized by date. An organized, regularly updated press release library also helps establish a reliable public record of destination news that journalists and search tools can discover when researching a story.
Your press room should clearly identify a media relations contact, including their name, email address and phone number. I have had so many journalists complain that they could not find an email or phone number on a destination page. I would imagine that some opportunities are even lost due to that frustration. When a writer needs assistance, a clear point of contact can save valuable time and help move a story forward.
Another key element is to not just tell journalists what you want them to know about your destination; the press room should also demonstrate how others are covering it. A regularly updated collection of recent media coverage showcases the destination’s appeal, highlights compelling story angles and provides examples of how its experiences translate into editorial content. Another HUGE reason this matters is because it can help search engines and AI tools better understand how your destination is being covered.
Recently, we worked with Beech Mountain to create and add a MEDIA page to their website. We wanted to showcase existing coverage and help journalists find inspiration while providing clear information that people—and potentially AI-powered search tools—can discover. We identified accurate descriptors that reflect Beech Mountain’s appeal and incorporated them naturally into the page, along with brief, plain-English summaries explaining each article’s focus and what the destination has to offer. For example, a Southern Living feature was highlighted by noting that Beech Mountain was named one of the top tiny towns in the South to visit. These summaries add useful context about the destination and its experiences, making the content more informative for readers and potentially easier for search engines and AI tools to interpret.
Your online press room may not be the flashiest part of your destination’s website, but it can be one of the most valuable tools in your PR toolkit. Take time to review your press room, update outdated information and make sure the essentials are easy to find. The easier you make it for media to tell your story, the better positioned your destination is to earn the coverage it deserves.