The media is the surest and fastest way to disseminate information. The only question is how to attract the attention of omnipotent journalists to the advertised enterprise, product or service. There are a variety of ways, among which the phenomenon of a press tour is common. This is one of the most effective tricks that brings good results.
Press tour - paid vacation for a journalist
Many enterprises and companies for advertising purposes organize various kinds of events for media workers. A press tour is an organized trip for journalists, during which they get acquainted with the features of production. An important element of such an event is the presence of an informational occasion, something new and unusual, which can attract media attention.
Who pays for all this?
Usually this event is fully paid by the organizing company. Sometimes the editorial office reimburses part of the cost, for example, if it considers that participating in the trip will provide useful information. A press tour for journalists is a good opportunity to expand your professional horizons, get new and interesting information, as well as relax and socialize in an informal setting, make new acquaintances.
Why spend money and pay journalists a vacation?
By organizing study tours for the press, enterprises have specific tasks. Among the main goals of the press tour are the following:
- Advertising company - to show the general public the work of the enterprise from the inside. This allows not only to promote the company, but also to increase the trust of potential consumers.
- Demonstration of innovations - acquainting the public with the features of a new product or more advanced technologies.
- The response in the media - at the end of the press tour, the organizers are awaiting the publication of journalists in which they talk about the new product and describe their impressions of the trip. Of course, these reviews are not always positive. That is why the organization of a press tour for the media should be approached with care.
Varieties of Promotion
Press tour can be divided into the following types:
- Open door days - usually arranged by fairly closed companies and enterprises. They can be carried out both with a certain periodicity (for example, every year at the same time), and be tied to specific innovations (new equipment, staff, improved technologies). Open door days last one or several days, it all depends on the scale of the organization and the number of visitors. Their structure is basically the same: in the first, official part, guests are told about the features of the enterprise. The second part contains an excursion where visitors can see with their own eyes the work and special achievements of the company.
- Site visit - this type of press tour is organized directly for journalists. For new enterprises, this is a great opportunity to express themselves in the press, to inform the public about their existence.
- Traveling is perhaps the most pleasant kind of press tour for journalists. Very often companies organize one-day or longer walks by water or by land. A relaxed atmosphere and positive emotions establish friendly relations between the organizers and the press, which contributes to positive reviews and reviews.
Who organizes press tours?
A press tour is primarily an advertising event. It is very important to take into account all the nuances and the smallest details, because one small oversight can significantly undermine the reputation of an organization. Of course, some companies blame the organization of the press tour on their employees. Others hire specialists in this area - PR service employees. Their task is not only to competently organize a press tour, but also to accompany journalists all the time.
How to make a press tour successful?
Organization of a press tour is a labor-intensive process that requires careful preliminary preparation. Every little thing is important here, everything should be clearly thought out in advance, even the most unforeseen situations are foreseen. It is necessary to create conditions in which journalists will feel comfortable and free, because it depends on their impressions whether the review of the company will be good or bad. That is why the task of the organizers is not only to create a pleasant impression of the enterprise, but also to satisfy the needs and desires of media workers. All this should be considered when planning an event.
Stages of organizing a press tour
They are as follows:
- Setting specific tasks that need to be addressed during the press tour.
- Select a specific type of press tour.
- The correct wording of the news item.
- Proper preparation of a press release - a material that contains all the information about the company and its activities.
- Determination with the venue of the event and its design. If the press tour will be held at the enterprise, you need to take care in advance of the safety and cleanliness of the equipment, as well as compliance with various norms and rules. The staff should be in a neat working form, should be prepared for possible questions from journalists. In the event of a conference, it is necessary to equip the hall with everything necessary for productive communication between the organizers and editorial staff.
- Choosing the right place to accommodate journalists - guests should stay in comfortable conditions, so you should pay close attention to booking a hotel.
- Choosing the most favorable time - holding a press tour can be timed to coincide with the release dates of key publications.
- Making a route - it does not have to be very long, otherwise the guests will be tired. It is advisable to add more entertainment to interest journalists. It is also necessary to consider all organizational issues. If it is understood that the guests will move independently, then the stops should be indicated with certain signs. If an excursion is organized, then you should think about transport and time of collection, as well as choose a professional guide.
- Making a list of invitees - all guests receive official invitations, which must be sent in advance. Even if the event is accessible to everyone, media workers should be notified separately. For certain reasons, not all invitees will be able to take part in the press tour, but may be interested. In this case, you need to send all related documents by mail.
- Preparation of the necessary materials - creative design of a press tour program, various brochures on the company’s activities, including a press release, etc.
- Selection of a qualified moderator - his task is to conduct conferences and represent the company. It is he who tells reporters about the innovations that served as an information occasion for the press tour.
- Preparation of thematic souvenirs and gifts for journalists is a kind of additional bonus in the end, which increases the mood and loyalty of guests.
Some important rules
During the PR event, guests should be comfortable and carefree. They should feel that at any moment they will be helped and resolved all questions and problems. Journalists - guests are very finicky, and pay close attention to even the smallest little things. That is why it is worth observing a number of simple, but very important rules:
- You should not save on food, drinks, transportation and hotel. The press tour is aimed at journalists, so they need to be given a decent welcome.
- The conditions for the placement of the organizers in no case should be better than that of the guests - this will be immediately noticed and, quite possibly, reflected in the reviews.
- It is best to lodge the press and company representatives nearby. So they will have more opportunities to communicate in an informal, relaxed atmosphere, build trusting relationships and get more information.
- It is recommended to divide guests into small groups if there are too many. An attendant must be attached to each, who will help his members. It will be much easier to contact journalists.
From theory to practice
How is a press tour conducted in practice? How exactly is the main objective of the event realized: the dissemination of information about the manufacturer through publications in the media? These issues can be clearly seen on one of the most significant examples of a press tour.
