Earlier today I was chatting to a journalist from the world of newspapers who has just returned from a Press Trip (sometimes known as a "Fam" trip - short for familiarisation) to Malta.
Her time was co-ordinated in such a way that every moment was guided by what the PR team behind the visit wanted her to experience.
This isn't unusual, most PR agencies use "number of journalists exposed to the destination," as a performance indicator, which may be followed by, "number of articles written following the visit."
Which isn't very sophisticated, PR agencies often don't evaluate the content of the article, which is why the trip might be rushed as you are exposed to what might seem like everything the destination has to offer. I like to call it the scattergun approach.
And as soon as the dive centres hear you are in the area, they will all want you to dive with them. I've seen arguments break out over who will dive with who!
Press trips can be a lot of fun, but that isn't why you are there. Your job is to get the best material available to produce copy and photographs that will satisfy the editor, and sometimes this won't be what the PR agency is looking for. Read on for what was a mischievous poke at the PR and marketing world.
Keep writing.....
Brendan
Recent Comments