How to build relationships with travel PRs

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If you’re serious about making travel writing a career (or even a consistent side gig), building relationships with PRs is pretty much a necessity.

Unless you eschew all forms of support for your trip (and yes, there are some publications which demand that travel writers don’t accept any kind of support or hosting), it’s likely that you’re going to work pretty closely with PRs.

The connections you make with PRs can be the key to landing those coveted assignments, getting invited on fam trips, and gaining access to insider travel opportunities that might otherwise be off-limits.

Here’s why these relationships are so important and what you can do to build them.

How to build fruitful and long lasting relationships with travel PRs

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PRs are the gatekeepers to opportunities

In the world of travel writing, PR professionals often act as the bridge between destinations or experiences and writers. Their job is to connect the right journalists and writers with the right stories, and if they know and trust you, you’ll be at the top of their list when a relevant opportunity arises.

Whether it’s a media event, a new hotel opening, or a hosted trip, PRs hold the keys to many of the best experiences travel writers can access.

For newer writers, establishing a connection with a PR can give you a significant boost.

It helps you get on their radar and start receiving pitches and invitations that can help you build your portfolio and reputation.

I should say that as a freelance writer it can be tricky working with PRs only because many editors prefer that PRs go to them (the editors) with fam offers.

But, I have had many experiences where a PR will invite an editor of a publication on a famil, but mention that they’ve loved working with me in the past.

Often, the editor will come to me and say, “Would you like to go on this trip for us? This PR mentioned they’ve enjoyed working with you in the past.”

And if I know an editor wants PRs to go to them first with any hosting opportunities, I will send an email to the editor and CC the editor in and say something like: “Hi (editor), Just wanted to loop you in, as (PR) just invited me on this amazing looking trip below. I know you prefer that PRs come directly to you so wanted to connect you both.”

9 times out of 10 if the editor wants the publication to cover the trip, they’ll send me.

PR relationships lead to more story ideas

Travel writing often depends on staying ahead of trends and knowing about new developments in the travel industry.

PRs have their fingers on the pulse of what’s happening with their clients and within the broader travel landscape.

When you’ve built a solid relationship with a PR, they’ll be more likely to share story ideas, press releases, and insider tips about destinations or trends that might not be on your radar yet (or even publicly shared).

This helps you stay informed and come up with fresh ideas to pitch to editors.

A symbiotic relationship: Helping each other succeed

The relationship between travel writers and PRs is mutually beneficial.

PRs need writers to help promote their clients—whether it’s a destination, a hotel, or an experience. Writers, on the other hand, often need access to those clients for their stories.

There are so many PRs that I’ve been in contact with for years and they’ll routinely reach out with news that they think I’ll be interested in.

For writers, being easy to work with, communicating effectively and delivering what you said you would (I know this isn’t always possible because we don’t make the final call on when pieces get published) makes you a valuable partner to PRs.

In turn, PRs will be more likely to recommend you to their colleagues, offer you exclusive opportunities, or give you a heads-up on new projects.

I’ve definitely worked with PRs on one project, only for them to recommend me to other PRs in their agency or organisation.

PRs can help you land fam trips

For many travel writers, it’s hard (near impossible) to travel without being ‘hosted’ or ‘sponsored’ by destinations, brands, tourism boards and so on.

These trips are almost always organised by PRs or tourism boards, and they’re designed to generate media coverage.

The stronger your relationship with PRs, the more likely you’ll be invited on these coveted trips.

Over time, as you build your reputation as a reliable, professional writer, you may find yourself on more high-profile trips, receiving invitations to international destinations or luxury experiences that can take your writing career to the next level.

If you’re just getting started with travel writing and don’t have any pieces published (yet!), you can still reach out to travel PRs and let them know you’re interested in receiving updates about their destination, new hotel openings, media famils and so forth.

If you have had a few articles published and you haven’t yet had support from PRs, it’s still always a good idea to reach out to the destination PR and share your pieces.

For example, you may have taken a self-funded holiday to Phu Quoc island in Vietnam and have written and published an article about an 8th generation fish sauce maker you met while you were there. It’s definitely worth reaching out to the media arm of Vietnam Tourism to share your story. You never know what conversation you’ll start!  

Long-term relationships lead to consistency

In the freelance world, consistency can be hard to come by.

However, by nurturing long-term relationships with PR professionals, you increase your chances of getting regular opportunities.

PRs who know and trust you will come back to you with more work, meaning you won’t always have to hustle for every assignment or fam offer.

These relationships can lead to a steady flow of stories, press trips, and even referrals to other PRs who may be looking for writers to invite on their next fam.

The KEY to having PRs love you

There are many factors that go into building strong relationships with PRs, but I’ve found that there’s one thing you can do that is incredibly impactful.

And best yet, it’s not only beneficial for your relationship with the PR, it’s beneficial for your wallet.

So. If you’re serious about being a travel writer, even if you just want to do it part-time, you’ll need to make the most of your time on the road.

And the way you do that? Write as many stories as you can from one trip.

PRs are thrilled because you’re getting lots of coverage for their destination, brand, experience, hotel (or whatever it may be), and you’re laughing because you’re making more money and collecting more bylines.

Lots of beginning travel writers have dreams of long-haul flights (business class please) to exotic places, but savvy travel writers know that you don’t necessarily have to travel far to be a travel writer.

In fact, leveraging your knowledge about your hometown or where you currently live is a perfect way to get started.

For the times when I had to travel, I aimed to get one story for every day I was away. That worked for my first two trips and then I sadly failed to meet my target for nearly every trip after!

After speaking to lots of different travel writers from all over the world, most whom are freelancers, many tend to aim to get one story for every two-three days they are away. 

Of course, this will depend on where you are going and the kinds of experiences you are having, but generally I’ve found this rule of thumb is a great one to aim for.

The best way to get as many stories out of a trip

  • Have at least one commission before you go (most of the time you won’t be ‘allowed’ on a press trip without having a firm commission beforehand – although this varies depending on which country you live in. In the USA and Canada, it’s much more common to go on a press trip and pitch afterwards)
  • Have a ‘cheat sheet’ of publications and their specific sections (e.g. ’24 hours in’ or ‘the best places to eat and drink’ or ‘meet the local’) – this will help you brainstorm while you are away
  • Write down all your ideas while you are away, even if they’re not fully formed. I often create a space in the back of my notebook for different story ideas that occur to me while I’m away.
  • Do research beforehand. If you’re going on a group fam trip, don’t rely on the PR to do all the research for you. Look at the places you are scheduled to go to – and if you’d prefer to do something else that would make a better story or an additional experience, let the PR know. I’ve been on trips where writers have opted to do different half-day tours because that would suit the publication’s audience better, or see if you can use a free morning wisely, like investigating a particular art or food scene.
  • While you’re away, speak to locals about what else is happening in a destination; as the ones on the ground they’ll often be able to highlight new trends or interesting cultural aspects of phenomenon – you can often get new story ideas this way.

Examples of multiple stories from one trip

A few years ago I travelled to Canada for a week (Saturday to Saturday) and I was commissioned to write five stories.

And example of the stories I pitched and wrote:

My cornerstone experience that I was commissioned to go on the trip was about the Rocky Mountaineer from Vancouver to Banff. That was an 1800 word story for a glossy women’s magazine.

We had one night and one morning in Banff, so I pitched a story about where to eat, drink, stay and play in Banff for the digital site of one of Australia’s premier food magazines.

Over dinner one night I was sitting next to one of the Canadian PRs and she mentioned that the Rockies were becoming a popular spot for ‘relaxation tourists’. I asked her what kinds of activities were popular, and then I pitched a story about five ways to unwind in the Rockies for an online site of a popular travel magazine.

We spent one day and a night at a mountain lodge, so I pitched and wrote a story for a national newspaper’s travel section about the Nordic Spa experience at the lodge.

Keep in mind that in each of these pieces I made sure that I mentioned the Rocky Mountaineer. Even though I was keen to generate as many stories as possible for me financially, I am always cognisant that the Rocky Mountaineer sponsored my trip – they want to get the maximum return on their investment.  

And from a recent week-long trip to Japan, I’ve so far had four commissions with several more pitches ‘out there’.

And something that lots of freelance writers don’t necessarily think about is radio. I also appeared on Statewide radio speaking about this particular region of Japan and why people should visit.

It makes a huge difference if, as a freelancer, you can spin multiple stories out of a trip (in different formats, including radio). 

It’s an advantage that staff writers don’t have, and it’s one reason why PRs love working with freelance writers. 

But don’t be downcast if you can’t spin as many stories as you’d like (or as you expected) – sometimes trips and schedules don’t go according to your plans or hopes and sometimes what you think will be a great story ends up being a flop.

The key? Is to make sure you keep in touch with your PRs and let them know where you’re up to – communication is key. Even if you’re pitching stories with no luck – let them know.

They understand that it can be a fickle industry and that sometimes it can be hard to place a pitch.

In general, PRs in the travel industry are usually very happy to meet and speak with travel writers.

To make initial connections with PRs contact your local tourism bureau (for example if you live in Sydney it may be Destination NSW, or if you live in Portland it may be Travel Oregon). The title of the person you reach out to may vary from organisation to organisation, such as: ‘media and marketing’ or ‘global sales’ or ‘PR specialist’, but essentially their roles will be similar.

Sites like Travmedia are instrumental in connecting writers, editors and PRs, so it’s definitely worth creating a profile and connecting with PRs on that platform.

Developing a relationship with PRs takes time, but if you focus on building and maintaining your relationship, it’s a connection that will be long lasting and will take you many places (literally!)

And remember, the PR world is a small one and word travels fast. If you are a reliable, courteous and engaged freelance writer who regularly delivers quality content, you’ll be in demand.

 Are you a travel writer or an aspiring travel journalist? Do you have any questions about how to build relationships with PRs? Add your comment or question below

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