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Is there still a place for press trips in today’s industry?



At Refresh PR, press trips are something that we believe are invaluable as they provide an opportunity to form more personal relationships with the people behind the email address that really influence the audience our clients are targeting.

Yet, despite these positives there is a growing scepticism as to whether they are worth the time and effort they require. Here we have pulled together our top three reasons detailing exactly why we think that the press trip remains as critical as ever.

Relationships

Going the extra mile and adding human interaction into pitching will always pay off. Despite living in a world where the sending an email or a text may seem to suffice, there is nothing better than a face-to-face catch up. This is the same in the media world. Meeting in person puts a face to a name and allows ‘real’ relationships to form.

Press trips provide all parties with the opportunity to form positive relationships, as a PR agency press trips present us with the opportunity to network with the influential people within our clients sectors, and for the press trip attendees they will have a reliable source to turn to when they need content on particular topics.

Cut through

We are in a time where almost every sector will have bloggers and journalists that truly influence the market by telling the world what they think. Making sure that your product or service is on their radar is absolutely the right thing to do.

Journalists can sometimes receive hundreds of press releases every single day, so by making sure your business/your name is memorable to them (which is much easier to do in person than it is via email!) means that you are the one they recognise instantly when your name pops up in their inbox. This ultimately means you’ve increased your chance of getting cut through. This familiarity also means you are likely to be able to pull in favours/be the first port of call when a magazine has a spare bit of space.

Impressing the right people with the right information will always help to provide cut through to the market you are trying to connect with and a write-up from the right person has the potential to create an abundance of opportunities!

Results

Following the press trip our clients will understandably want to see a good return on their investment. We have seen press trips work time and time again, if a client had a good story to tell and a journalist has invested their own time in allowing us to tell that story, then the journalist will inevitably be more interested in relaying it to their readers, listeners or viewers. And as long as that audience is engaged and exactly who our client wanted to target, then it’s a job well done!

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