This is how the PR machine works

I subscribe to quite a few PR and marketing e-mail update services - they're a useful way of gaining an insight into their bizarre world.

This one caught my eye today - it's self explanatory in respect of how the PR machine works to get articles featuring diving into newspapers and magazines.

How much do you think this will cost the industry? And do you have any idea of how dive centres, hotels and airlines will be involved, even if they don't really want to be?

I've got my own ideas based on my experiences but I may just e-mail the PR contact to find out - watch this space.

Keep writing..

Brendan

"Invitation to become a certified scuba diver

Do you know how many of your readers are certified scuba divers or are
pre-disposed to becoming certified scuba divers?

Based on third party affirmed research*, it has been determined that readers of
travel publications have the lifestyle characteristics that pre-dispose them to
becoming scuba divers. In fact, they are 38% more likely than the national
average to have this affinity.

**WRITERS ON STAFF AT LARGE CIRCULATION DAILY NEWSPAPERS & MAGAZINES ARE INVITED
TO PARTICIPATE ON ONE-ON-ONE DIVE CERTIFICATION PRESS TRIPS**

DEMA, the Diving Equipment and Marketing Association, is the largest
international membership organization dedicated to the promotion and growth of
the recreational scuba diving and snorkeling industry, and is extending the
opportunity to become a certified diver and report to your readers how easy it
is to be a part of one of the fastest growing recreational adventure sports
around.scuba diving! The sport of scuba diving is exciting and social, easy to
learn, and is a healthy lifelong activity for virtually everyone.

DEMA will provide writers on staff or frequent contributors to large circulation
daily newspapers and/or magazines a complimentary open water certification
course including all required course materials and equipment at a nearby dive
shop, and fly you to a destination in the Caribbean, Mexico or Hawaii to
complete the certification process, in order to provide you with the amazing
first hand experience of scuba diving, and therefore, better equip you to
personally report to your readers about the ease, excitement and benefits of
being a scuba diver.

The entire certification process, including classes and traveling to an exotic
destination for your open-water dive, can be completed in as little as two
weekends, and for your convenience, the entire process will be arranged to best
fit your schedule.

Please contact Sarah Biggerstaff at [email protected] for more information.

*Research conducted for DEMA among 308,000 active certified divers and
integrated into the lifestyle characteristics of the PSYTE geo-demographic
database to determine affinity."