If I host a press trip, am I guaranteed editorial coverage?
No. There should be no assumption of obligation on the part of the writer. Even if a writer has a fabulous time and writes a glowing story about your property, the editor may decide not to run the article. Freelance writers often do research trips, and then have to sell the story to an editor. That said, the writer is there to research a story and will likely include the properties he/she stays at.
What expectations will the writer have in terms of comps?
It is standard in the industry for lodging, meals and activities to be complimentary during a press trip, and this will usually be the writer's expectation. The most important thing is to make sure both the host and the writer are in agreement about what is, and what is not, included.
What will the writer expect from their host?
When the writer arrives, the host should personally greet him/her and make time to meet for five minutes to discuss the property, the surrounding area, and answer any questions. The host should be available and helpful, but not overbearing.
Is it good business sense to give up a room during a busy weekend?
Yes. The lost room revenue will be more than made up in editorial coverage. Consider the comp room a marketing investment for next season, and an investment in a long-term relationship with the writer.
What is "ad value"?
The ad value of an article refers to the equivalent cost of buying an ad of the same size in that publication. It is standard in the industry to multiply that amount by 2.5 to account for placement (you can't buy an ad on the front page of the Wall Street Journal) and for the fact that most readers associate a greater degree to truthfulness with an article than they do with an ad.
How can I become involved in hosting press trips?
Work with your Regional Marketing Organization (RMO) to make sure that they are aware of your property and your interest in hosting press trips. Most press trip inquiries received at the state level are organized through the RMO's.
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