shop talk | 10 ways 10 WAYS TO... Master public relations
Ever wondered why some travel agents seem to always get quoted in the media? Here are 10 things to keep in mind, says Geri Bain
Be available As a former
reporter, Stacy H. Small, president/founder of Elite Travel International knows how much reporters value reliable and responsive sources. “You’re the person they want to be speaking with about your company. If you’re available and friendly to the press, they’re more likely to put you in their contacts as a regular go-to for the subjects you know a lot about.”
Respond promptly
Journalists often work on short deadlines and a few hours can make the difference between being included and not. “I’m quick to respond to journalists,” says Julia P. Douglas, president of Jet Set World Travel, who’s been quoted in the New York Times and Afar. Whether with clients or the media, responsiveness counts. “People can tell when you care.”
Target your tweets
Rather than blindly putting your messages out there, decide which publications are a good fi t for your brand, suggests Small, who brands herself as @elitetravelgal on social media. “Then use social media to engage with reporters on those publications. Position yourself as an expert and don’t be afraid to express your opinion on controversial topics in public forums.”
Be the expert “It’s easy to work
with a journalist when you have the expertise,” says Jennifer Doncsecz, president of VIP Vacations Inc, which specializes in romance travel. She’s been quoted in several top bridal magazines, frequently appears on TV shows, and is a contributor to USA Today. “Getting publicity is about capitalizing on what sets you apart and really knowing your subject.”
Share your news
The media attention for Doncsecz started with her sending out a press release when her company won an award from Sandals. She was featured in a local newspaper before being asked to do a short local TV spot. That turned into a regular ‘Ask the Travel Expert’ call-in show. A producer from that show moved to FOX and her TV appearances really took off.
THE POWER OF THE PRESS
“Getting quoted in the media is the best way to establish yourself as a credible expert on a topic, be it luxury travel, airlines, cruises or a particular destination,” says Stacy H. Small, president/ founder, Elite Travel International. “You can tell people all day long that you know a lot about travel, but when someone quotes
you as an expert on a topic, that validates your expertise to everyone who reads the article.” Illustrating the power of the press, Small says
that a single article in Forbes written over three years ago brought her hundreds of thousands of dollars’ worth of luxury travel and continues to bring leads every month. In fact, a client recently
told Small that when he googled ‘how to fi nd a luxury travel agent,’ the 2012
Forbes.com article listing her came up near the top. While many print articles are also run online,
Small notes that digital outlets can be equally benefi cial since articles live online for such a long time.
elitetravelinternational.com
40 | ASTAnetwork | fall 2015
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