Jamie Biesiada
You've probably already made your personal resolutions for the new year, but have you considered making a business resolution? Make 2018 the year you reach out to local media outlets in the hopes that they will feature you when they're looking to talk to a travel expert.
Helping agents reach out to local media is a 2018 priority for Erika Richter, ASTA's director of communications.
Richter has helped lead the Society's awareness efforts with both consumer and travel trade media, leading to more than 1,100 articles featuring ASTA in 2017. Many of those articles focused on Cuba, ASTA's research on millennials using travel agents or reasons to use an agent.
"One of my goals for 2018 is going to be to help travel agents learn how to engage with the media on their own, and to serve as their own ambassadors for our industry," she said.
Richter plans on holding training at ASTA events, offering one-on-one training and other opportunities for advisers throughout the year.
"I think that that's really going to help us 'grassroots' this initiative and keep the consumer awareness moving," she said. "I want to see all of our chapter presidents engage with the local media. I want to have local travel agent ambassadors in every state. That really helps us connect on some of these big issues."
In short, she said, it's a "teach a man to fish" philosophy.
But before the Society's efforts ramp up in the new year, Richter offered some tips for agents hoping to get an early start on reaching out to local media.
First, reach out to the news outlet whether it's a newspaper, radio station or television station proactively, introducing yourself as an expert. She recommended sending an email: Use a catchy subject line, keep it short and simple, and include a link to your website.
"I recommend that for all new advisers who are just getting into this world of media branding," she said. "Make that introduction to your local news station. Make that introduction to your local newspaper. Even if you don't hear anything back, stay consistent, because they are looking for sources."
When the media outlet does follow up, Richter said, agents should establish themselves as travel experts available to comment on a wide variety of travel-related stories.
Once they land an interview, she said, preparation is key. Know the subject and anticipate questions they might ask by making a list of current issues impacting the industry. ASTA can also help with talking points or tips, too, she said.
Then "practice, practice, practice," Richter said. She advised agents to make a list of their three most important messages and emphasize those clearly. She also recommended speaking in sound bites.
One thing to avoid? Overselling your agency. Richter said media outlets are looking for experts, and agents should maintain integrity without making overt plugs for their business.
It's also a good idea to reach out to media outlets when topical events occur, like the recent storm that blanketed much of the East Coast in snow.
"Agents need to know that when something like this pops up and it dominates the news cycle that's weather-related that impacts travel, that is their opportunity You have to find that hook and that 'why,' and oftentimes, it's just as simple as looking at what's going on in the news of the day," she said.
As was the case in 2017, Richter predicted there will be a number of travel-related news stories happening in 2018. There are also seasonal stories that can be pitched, like holiday travel trends, and likely more weather events like snowstorms and hurricanes.
"I think that it's an excellent way to show the value of our community and what we provide to travelers," she said.