Follow-up, events, coverage, partnerships, messages and results. These concepts, and more, are the building blocks of what we call public relations strategies for travel companies.
Some elements never go out of date and form the foundation of public relations strategies, so every so often you need to assess whatever is crying out for a change or an improvement. Make sure you are applying the following actions properly in your strategies today:
1. Stay informed about what is happening in the travel industry
Regularly turning to studies, news, columns and opinion pieces by industry leaders will help you form the judgment to make the best decisions about your business goals.
Staying informed also gives you the chance to discover upcoming events you could join to boost your public relations strategies, such as exhibitions, trade shows and conventions.
2. Monitor changes in the publishing industry
Media evolve quickly in structure and content, so you need to keep constant track of the professionals, editors and journalists at each outlet.
Keeping up with editorial teams, especially the people who cover travel, will help you know who could cover the stories and information you share with them.
The media are your best allies. It is worth getting to know travel journalists and editors and building a good relationship with them. That way you will understand each outlet’s editorial needs and can align your brand’s messages with their interests.
3. Win-win
Strategic partnerships are a key part of public relations strategies, and their goal is mutual benefit for everyone involved.
Work constantly on building and strengthening partnerships with the media to secure coverage of your stories. You can start by following them on social media, reading what they publish and commenting on or sharing their articles. It will keep you up to date on their work, and it will make it easier for them to recognize you and answer your messages or emails.
4. More storytelling!
The art of storytelling is the secret to making travelers fall in love with your brand, through narratives that connect with them, captivate them and touch their emotions through empathy.
Create meaning through a story the audience can identify with and that makes them part of your brand. The right message will help you build and strengthen your brand’s image and reputation.
Keep in mind that every story you take to journalists or editors needs to be genuinely interesting to connect with their audience.
5. Strengthen your digital team
Thinking about online projects and learning to work with digital tools will not only strengthen your public relations strategies and extend their reach; they will also help you generate demand and better meet your clients’ needs.
By analyzing results and measurements, you can consolidate every step you take, especially online, and see more clearly where to direct the actions worth implementing in your public relations strategies.
These points can make the difference in your public relations strategies and help you connect with the right travelers. If you want to know more about what is happening in the industry and what actions like these you can take, contact us.
Originally published in Spanish in October 2020: 5 acciones para tener estrategias de relaciones públicas exitosas.
