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.

[Elliot Gillies]

Just to clarify - I think the issue is two-sided, not belonging solely to either group.  We have plenty of very productive writers (who write for major publications) that prefer the wine and dine method.  And we have those who do not.  It is the job of the agency to know which is which, but that is not always so easy.  I think the best lunch is one done at the client's place of business (ship, destination, resort, etc.) but short of that, we try to bring their culture to the writer.  So, brown bag is great, but, just like in education, one size does not fit all.  Often it is a compromise - a great meal done in a manner that allows the discussion and interaction Kaleel prefers (such as a round table, small group and the ability to just relax and chat with the client.  I do promise to note the preferences of Kaleel and David :-).

[Kaleel Sakakeeny]

David, Katerina, you know, Elliot Gilles wrote a thoughtful and long comment essentially agreeing with my observations but, like Katerina pointed the finger at the media implying pr companies were at their mercy. A brown bag, working lunch, he said, would make the sponsor seem unclassy, or words to that effect.

I responded by suggesting the media are dethroned and exposed as professionals dearly clinging to their jobs.

They often no longer have a claim to status, and those who are good and working (there are exceptions) I think would much rather have a modest lunch and a feast of information regarding travel trends, story partnerships. collaborative relationships and learning from each other and the sponsor.

 

My opinion, but thank you both for writing in

 

[Katerina Pavlitova]

Yes!!! Guilty as charged, but surely some of the writers indeed do expect (and want) a delicious & beautiful, expensive lunch.

[David Paul Appell]

We've all been there, done that upteen times, eh Kaleel?  Great suggestions, I hope PR folks are reading...