Dearest gentle subscribers,
I’ve been on vacation for the last few weeks binging Netflix (can you tell?), reading books and looking after dogs here in Scotland.
While I’ve had my OOO up and done my best not to look at my email (but have failed literally every day), I’ve been invited on dozens of press trips. I know it’s getting harder and harder for PR to get journalists on press trips, so I wanted to share a few red flags I’ve noticed in my recent invites.
The trip is less than a month away
Last-minute invites tell the journalist that you likely weren’t their first choice to attend the trip, and you’re now scrambling to fill the empty slots. And 9 times out of 10, a journalist will already be booked more than a month in advance.
You reach out via social media
This may be a bit of an old-school take, but I don’t like receiving press trip invites via Instagram, Twitter or LinkedIn. My email is literally everywhere (including on all those platforms), so if you can’t find it and send me an invite via email, that is a red flag.
Confirmed coverage
Of course, this is the biggest red flag of all for freelancers. Given the current state of the industry right now, if your client is demanding confirmed coverage, only invite editors and staff who can “guarantee” coverage. It’s not something freelancers can ever confirm or guarantee, and asking, given all the negative feedback and information around this, is a big no.
Not having an itinerary
Everything doesn’t need to be set in stone, but providing a writer with a rough itinerary in the invite email is very helpful. This helps us decide if the trip is right for us, if it’s too jam-packed for our schedule and if activities are of interest to us and our publications. If you’re not able to provide one in the original email, let us know by what date you’ll be sending an itinerary.
Not being crystal clear
To prevent a lot of back and forth, be crystal clear about everything included and not in the press trip. Detail if tips, transfers to/from the airport, laundry etc is included. This helps alleviate any awkwardness before and during the trip. When in doubt, being upfront is hugely appreciated and earns PR major points with writers.
Flights
Lately, writers have been noticing it’s taking an increasingly long time to receive flights for a trip. I once got my tickets 6 hours before my flight departed! And without a flight, writers do not consider the trip confirmed or finalized. So, when it comes to flights, be transparent about the holdup. Is your client waiting for a tourism board or airline to pick up the flight cost? Are they waiting for approvals? Whatever the reason, let the journalist know and give them a date that they can expect to get their flight information by.
Consulting Sessions
I offer consulting services to PR professionals as well as travel brands, including hotels, tour companies and travel agents.
Offers include:
How to best work with top-tier journalists and land clients into dream publications [Single or multi-consult sessions available]
Easy ways brands can level up the customer experience and programming without spending tons of money [via expert audits and briefs]
Top-level copywriting and content writing for websites, blogs and social media
“Thanks so much, Katie! I truly appreciate your time and sharing your insights. So happy we can meet "virtually" face-to-face.” - Private consult
So if you, your colleagues, clients or friends need any of the above, email me at klockhart14 (at) gmail (dot) com.
Calls For Pitches
Please email klockhart14 (at) gmail (dot) com with YOUR CALL FOR PITCHES in the subject line.
1. Looking for hotels around the world with unique staff positions
Ex: cactus caretaker, chief flamingo officer, soap concierge
Must be VERY weird/wild/unique
Deadline July 1
2. Looking to speak to chefs, food influencers or food writers who hate truffle (the mushroom)!
Must have a strong opinion about why truffles suck!
Deadline July 5
3. Looking for historic hotels in Europe with a fascinating history
Must have an extraordinary history behind it
Must include a non-expiring link to images
Deadline July 5
4. Looking for restaurants, bars and stores in Baltimore’s Harbour area
Must be located in the Harbour area (Inner Harbour, West Harbour, Fells Point) of Baltimore
Deadline July 15
5. Looking for very sustainable initiatives, companies, and hotels in Asia
Must be truly sustainable, NO greenwashing
Must have a new initiative or interesting story around sustainability
Deadline July 5
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