Is the press trip dead?

One of my clients is conducting a press trip to Europe for a few days and whilst the topics are bang-on the news agenda and there are various event-based exclusives happening, journalist take up has been somewhat slow. This was unusual and so I delved a little deeper.

Earlier today I was speaking to a friend-come-journalist, who writes as a staff writer for a well-known technology publication. Their response to my pitch was, “If we had more staff, I’d love to make it over there – I just can’t justify leaving the team short at the moment, we’re really stretched”.

Next up I spoke to another journalist who I regard as having an honest and fairly strong relationship with. They regularly write for the nationals and are highly thought of in media circles. This conversation brought up another highly valid reason. When I pressed them as to why they weren’t biting my hand off for a fully paid, three day jaunt in Europe, they replied, “This sounds really great, but I can’t just take a day or two out of my schedule for news that is only going to be put in a press release”.

Now I realise you might be thinking, “he’s just being fobbed off – he can’t have pitched it right”. It’s a possibility, but I don’t think it’s the case on this occasion – I’d also like to think I have a modicum of ability to pitch. Actually, without bordering on the arrogant, I know I do. This lead me to think about the topic of press trips in more detail.

Give a lot, get a little
I spoke to some of my peers internally and at other agencies. It was comforting to hear they too had recently encountered similar for client events. One such peer added that they had encountered numerous declines for an event, that went on to receive widespread pickup from journalists who decided to sit and wait for the release. Another made a valid point and added, “an accepted invite is often seen as guaranteed coverage by pr executives. The further a journalist must travel, the more pressure there is for a glowing piece of coverage. Journalists don’t want to be bound by that kind of deal”.

I think that whilst they might deny it, there will always be an element of loyalty by a journalist to a company that pays for a decadent lunch briefing or a trip to a foreign destination, and rightly so. But if there is genuinely no story there in the first place and the pr agency is looking for an easy hit for a difficult client, then the agency needs to question their motives.

What if the client in question binds your hands with embargos about product launches at shows and won’t allow using it as a teaser to the press? Then, you need to act as a consultant and advise that these days, a little give and take is no longer suitable. You need to give a lot more meat in your pitches to the press. Its unlikely a shark will nibble a maggot. Give it the taste of something juicy though, then you’re talking its language! That said, how much of a part is the recession playing in this? Publications have been making cut backs for months. Are they really that short staffed that press trips are a thing of the past?

Obviously a journalist lunch is always popular. But getting the press to travel further a field and leave their office for more than a couple of hours, is it would seem, becoming more of a task. I’d like to point out I know there is obviously greater ease inviting a journalist to a big show or event where they can meet with multiple manufacturers/vendors. The difficulty comes in a vendor specific press junket.

Open all hours
As we adopt digital media into our pr campaigns, using live webcasts and webinars, creating podcasts and vlogs of key spokespeople and customers, even the use of live streaming services such as Qik! from mobile devices, could we prove to be victims of our own success? Are we digging our own graves when it comes to the inviting press to events? The term accessibility is often used in pr, but by breaking down the barriers to give journalists and bloggers 24/7 access to our clients, is the press trip dead?

I think there is something to be said for a face-to-face meeting with a key spokesperson and always will be. Yes, I work in public relations and as such it’s my prerogative to believe that, but I genuinely do. As long as there is a strong story tied to the current news agenda (or ideally news that could blaze its own trail) and it’s a genuine real opportunity to talk to a key thinker, I believe journalists will always want to attend in-person meet-ups.

Moving forwards
How do you get the press to agree to a visit in the current climate? Package the story of course!

- Check for potential diary clashes – Windows 7 is being launched and so is your new database software? Good luck!
- Give them a good spokesperson - An insightful interview with a genuinely charismatic and interesting client spokesperson who has something to say is priceless
- Offer a customer with a bit of spark - One who hasn’t been force-fed the corporate line
- Know your media – If its not their scope, they’ll never agree!
- Strength of relationship - Invest in your relationships with journalists, it can pay dividends - Most of all…. Give them a worthy story to write about that justifies the time away

Failing that, make sure the briefing or trip you’re offering is within a two-hour radius of London!!!!!