If you want to see at once several positive publications about your brand in the specialist media, ask your PR agency in Russia to arrange a press tour. Or do it yourself. How - we'll tell you today.
A press tour is an organized trip to the company's site in view of raising an awareness of how it operates. Journalists go there to see everything for themselves and get exclusive first-hand information. The event results in the shareware publications about the brand in several necessary media. The organizer will still incur some expenses, but they will surely pay off, because this PR tool will help strike up a firm friendship with journalists, and this, as you know, is priceless.
- Informal communication,
- Free publications -
these are two goals that are pursued by an efficiently organized press tour and are usually achieved.
How to make it successful and effective?
1. Choose the topic
Before inviting journalists, you must expressly understand what will be the main topic of your communication. Expanding the assortment, launching a new brand or product, using new materials in production, or maybe new ultra-modern equipment - all this is a pretty good reason to invite guests.
2. Create a list of media
Decide beforehand the media for publications summarizing the results of the press tour. If you already have a pool of loyal journalists, don’t forget to alert them of the upcoming event first.
3. Choose the venue
It is clear that you invite journalists to visit. But your task is to show exactly what you want. Therefore, the venue and the route of movement should be planned beforehand.
4. Think out the plan and assign responsible executives
It can include a walk around the production site, as well as communication with employees, a press breakfast with the top management, walking tour of the neighbourhood. Decide who will accompany the group throughout the entire press tour and who will meet the journalists at one point or another. Everyone should have their own task and their own theses, which they will broadcast to the guests.
5. Plan an event timing
It is critical to determine how much time, up to a minute, you will spend at each point of the excursion. And keep strict watch over schedule compliance. Effective timing results in guests feeling not tired but rested and leaves a pleasant aftertaste.
6. Write a scenario
Topic, theses, route - combine them all into one document and hand the documents to all key meeting participants. Let the company representatives, who will have to meet journalists, learn it by heart.
7. Bring to perfection by rehearsals
Firstly, you need to practice delivering your key messages and avoid stumbling in speech in the presence of journalists, and secondly, it will provide further insight into whether you stay on the aforementioned timing, and if anything crops up, make adjustments to the plan as necessary.
8. Prepare pick-up material
Souvenirs, postcards with local views (if you are located near pleasant sightseeing attractions), brochures and press releases about company activities. All of this should be stylishly packaged and handed over to guests at the beginning and/or the end of the press tour. Presenting gifts to guests is considered good style; giving them to journalists is also an additional contribution to your reputation baggage and a way to avoid factual inaccuracies in publications.
9. Informal part
An official buffet with champagne, a dinner in a restaurant, a concert or a tour of historical sites outside the production site - all this will surely brighten up any press tour and add positive emotions to the overall trip experience. If possible, use this option to add emotional colour to the event. It will certainly be reflected in the publications that the journalists will write after the trip.
10. Journalist relations
They will consist of several stages:
- distribution of invitations to the press tour
- calling editorial offices and collecting requests from participants
- collection of documents, purchase of tickets, hotel reservations
- meeting and accompanying to all points of the trip
- seeing off and feedback collection
- monitoring of the release of publications.
If you do everything right, the press tour will bring you a considerable number of bonuses in the form of publications and positive attitude of journalists. Use this tool as we do (for example, a press tour arranged by us to Spain for the Camper brand).
Project Manager, PR Formula –
Promotion for foreign brands in Russia