How Not To Run A Travel Media Lunch

[Kaleel Sakakeeny]

 

How Not To Run A Travel Media Lunch


It may be that I’m hypercritical, but I don’t think so.

After the umpteenth Travel Media/Press lunch,  I declined the last few simply because  they promised to be  photostatic copies of most every other press lunch held.

In spite of some web sites that offer advice most PR-driven media lunches still  mirror those held for travel content providers for years.

PR and Marketing firms who are members of  SATW, arguably the most important (or self-important)  association of professional travel writers, should be getting   advice from the organization on how to manage this important tool in today's content world.

Besides, they should  change their name from “Travel Writers” to “Travel Content Providers.”


Typically Press/Media luncheons  are held in a classy hotel.

The lunch is served on the kind of long table that makes real cross-conversation impossible.

The hosts from the presenting countries are always up front, at the head of the table, with the predictable power point presentation, or some other variation on the "show and tell" approach.

We listen to enthusiastic presentation about new hotels, attractions, museums.

We look at expensively prepared slides of people having fun; sleek new buildings or charming old streets with look-alike cafes or museums.

We're treated to a fine meal, then more presentations from various partners like a hotel chain.

Worse, we’re given take-away bags jammed with obscenely expensive, glossy brochures and booklets highlighting every aspect of the destination's attractions and appeal.

Sadly, if the presenters followed the media guests out, or to their homes, they'd find the bags and the costly brochures in the trash bins.

And no one’s the wiser.

May I suggest:

* Invite the travel media to sit at conversations areas where they can catch up with each other and compare notes, literally and figuratively.

* Skip the power point or slide show presentation! Instead ask the group what new travel trends they're following.
Ask what's new in the niches they cover.
Ask what new thoughts they have about the destination being presented.

In other words, engage the content people.

 Find out what's of interest, to them.  What matters, to them; what's on their minds relative to the industry they cover?

Also forget the show and tell.

Use the event to gain information and insight.

Have a dialogue, not speeches or slides.

Skip the big lunch served by waitstaff. Sandwiches and fruit will do nicely.

Please ditch the expensive bags and brochures. Save the money and the trees.

Send information that the journalist or blogger is specifically interested in, or curious about. Target it.

The media lunch will be cheaper and more eco-friendly. The event will produce ideas and partnerships, conversation and dialogue, that will more directly help the destination and media.

Off and online journalists are seeking a richer give and take, hoping to break barriers, looking to inject life into an increasingly static travel event that should be bristling with new ideas.

[Michelle Snow]

I don't care if it's a fancy lunch or just burgers & fries.  What I do want from these meetings is information, a chance to network and a flash drive of info & photos to take home with me (no brochures - I don't have the place to store them).  Anything else is extra. Besides, like a previous poster said, I don't usually do a substantial piece on anything unless I can experience it myself. I'm not going to put my name on a recommendation without making sure it's worth it.

[KIDS LOVE TRAVEL / CASUAL TRAVEL]

I don't mind these lunches to provide an overview but really, if i'm spending time and money to get to the luncheon promo, i want more for my time invested. The goodie bags are fun and do trigger my memories, once home and writing or speaking about a place. But, honestly, I never speak or write about a place (in any depth) without a personal hands-on tour. That's where the impressions stick for years...

[Kaleel Sakakeeny]

Thanks, Allan. Haven't heard your voice either. Again, in my opinion, it's thinking outside the box. Being less protective, less defensive about roles and functions.

If I recall, didn't you leave SATW for reasons having to do with their being particularly narrow minded about some issues? If I'm wrong, I apologize.

I continue to reject the "Hi There" or "Good Morning" press release or a media lunch where the host asks. "Tell me what you do again? Who (whom) do you write for?"

 

If you don't know who I am or how I hope to partner with you, don't feed me

Cheers

 

[Kaleel Sakakeeny]

Susan Breslow..I see via email you commented on this post. I can't find your comment, though. I have mentioned this to Jose

Hope I can soon read what you took the time to write

Thanks

[Kaleel Sakakeeny]

Long time, Steve. Good to hear your voice. Missed you.

What can I say? You should have written the piece.

All we're doing here is recognizing that travel lags behind retail and most all other sectors in embracing change. Very little leadership..a lot of biz as usual.Same roles, same issues as years ago: convention behavior; membership qualifications in organizations; same hand outs. No new ground broken.

Maybe you'll find my other article, Why Public Relations Must Change worthy of your comments http://ow.ly/4pVuQ

Until then, dearly hope to see you!

[Allan Lynch]

I'm a throw back, I actually have a file room for brochures. I know a SF writer who also has a room full of them. I don't keep everything I'm given. I've learned to cull, but keep those ones which actually contain hard details, like room sizes (I write a lot for the meetings market, this is pertinent) and distances. And maps! Gawd, whatever happened to destinations supplying maps?

 

As for the USB drives, I give them a quick scan, download some of the hard details to the destination file and then wipe them clean and use them to send photos (mine) to a couple of editors.

 

I think it would be more productive for destinations if they broke up their day. Host a few writers who are early risers to breakfast. Then those who like the wine-and-dine can come to lunch and others can gather for cocktails and conversation. I know destinations which do it already and find it much more effective.

 

Oh yeah, if a destination is going to give a gift: make sure it's actually from your destination!

[Steve Jermanok]

Well said, Kaleel! Skip the media lunch, which sucks up valuable time during our workday and take us to dinner with 6 to 8 people. While there, wow us with new story ideas that will really excite us about the destination. Not the same old, same old, but new and intriguing angles. As if you were having dinner with your cousin who was planning to head to your destination. No power point presentations, no handouts, and please, no more USB drives which are immediately tossed into the garbage can. Sell me!

[Elliot Gillies]

Absolutely - we plead with clients not to do anything video unless it can play in the background while we are eating.  Otherwise it has to be speaking and asking/answering questions.  PowerPoints are the death of the gathering.  As I mentioned before - the best ones are with no more than six media at a round table for a nice lunch (no brown bag) and conversation.

[Adriana Gallegos]

I agree Elliot that one size doesn't fit all, but today it seems that it's so hard to keep people's attention. Some have very short attention spans so it's important to keep presentations interactive and short, long boring PowerPoint Presentations don't do it anymore.

[Kaleel Sakakeeny]

Very reasonable, Elliott. I only ask for thoughtful examination of tradition and the openess to try whatever breaks new ground and leads to real collaboration and partnerships. Pass the Grey Poupon , please