Good public relations can put your travel business in a favorable light, but it's a commitment of time that many agents may not want to invest. So said Richard Earls, publisher of Travel Research Online, who spoke on using public relations effectively during a recent webinar for the Travel Institute.
"There are good reasons for engaging in public relations. For one, it's easy on the budget," Earls said. "But from the tactical perspective, it demands a lot in terms of personal commitment. Time is money, and you realize when you get in the marketing cycle just how precious time is and you don't want to dismiss the importance of time. On the other hand, the techniques and tactics that are part of public relations don't require a cash outlay."
Earls developed travel-booking software in 1995 that received widespread positive publicity, with front page stories in USAToday and later press coverage in the New York Times. The favorable press led to the sale of his company; he said it all started with a press release sent to his local newspaper.
He said agents who launch a public relations plan must first have a well-developed marketing program with a consistent and professional image.
"Everything should be professional and support each other," Earls said. "It starts with little things, such as your email account, which should be your agency name and not a gmail account. Your social media, advertising, email marketing, website and blog should all have an internal consistency. That's important in crafting your image."
Then, market yourself to your local media as the local travel expert, Earls said. Seek out speaking opportunities that identify you as such, write articles for local media outlets, provide press releases, give interviews to the media and participate in local chamber of commerce and other networking events.
If writing is not a strong skill, reach out to friends and family or use student interns. "Chances are that you know someone that will help you write a press release," he said.
Develop a relationship with the media by introducing yourself to local TV and radio personalities and newspaper reporters. Most magazines and newspapers have an editorial calendar, and they often feature a travel topic.
"You can find those editorial calendars online and, by using them, you know what is an appropriate article to suggest," he said.
In working with the media, be aware that they are not interested in promoting your business but are interested getting your comments or advice on a travel topic, he said.
"What grabs a reporter's attention is a good story idea or a quote. They can tell in a heartbeat what is advertising. So you want to divide in your own mind the difference between advertising and what is a good story and journalism," Earls said.
He added that agents should look for local angles.
"For example with Brexit, you can talk about how it is a good time to visit the U.K. How it's suddenly affordable, and especially affordable for Bostonians, if you live in Boston and are speaking to a Boston audience. Put a local spin on it," he said.
Earls added that agents should remind themselves not to talk about their businesses but focus on how the viewership or readership is affected.
For example, a press release about an agent earning a destination specialist certificate will likely be ignored. But a press release announcing that "Tallahassee residents now have an Ireland destination specialist" and how you can make visits to Ireland more hassle-free and enjoyable because of specific tips gained from your Ireland travel is an effective means of getting press coverage, he said.