Your brand provides an excellent experience, but nobody in the media is talking about it. Adventure travel public relations can help solve this issue. An advertising poll shown that 81% of respondents agreed that advertising on responsible journalism sites made a positive influence on a brand. That’s just advertising. Imagine being consistently viewed on these sites as part of the news itself. I’ll walk you through exactly what an editor would want to see in order for you to get earned media coverage for your travel brand where you can be the story as opposed to paying for your name to be viewed.

First, editors want stories, not advertisements. Travel writers and editors are focused on delivering compelling experiences to their readers. Instead of simply promoting your zipline or excursion, you should focus on what makes the experience unique. Is there a breathtaking viewpoint only accessible by helicopter? Is your brand expanding countries? Are guides sharing insider knowledge about local history or wildlife? Frankly, editors don’t usually care that you provide exceptional service, it’s expected. Editors want something new, unique or trending.

Second, editors appreciate timely and relevant pitches. For example, your travel brand is launching a new experience next week. An editor would need to know that now or when it happens. Three months from now is too late. Another example that doesn’t specifically talk about your brand, is offering you as a source on a national or global trending story. If it’s noticed that traveling numbers are up or down nationwide, your brand may have something to offer to support or go against that claim. Travel industry down 20% overall but you’re up 15%? An editor may want to take a closer look to see why you’re standing out from the trends.

Moral of this story, editors want you to help them do their jobs. Whether that’s providing them with a unique angle or offering them timely support on trends, your adventure travel brand can be a useful source to media in this industry. You help them. It helps you.

There’s other strategies and examples of doing this, but that’s just something you can discuss on your discovery call with your PR agency. If you’d like to get started, contact Adventure PR online or at 865-977-1973.