DIY Press Guide for CTA members
Getting in touch with your local press needn’t be scary. You are an established company and if you have something newsworthy to say, they should be interested.
ADVERTISING VS EDITORIAL
If you do have something interesting to talk about and you approach them in the right way, you can get free publicity which should get you more attention than a paid-for advert.
WHO ARE THE PRESS?
It would be nice to think that a CTA member would have a story of national interest. But to be realistic members should look to their local media.
A daily paid for paper or weekly (probably free) paper.
A regional/county magazine that has news content, ie not just paid-for advertorial.
BBC or independent local radio. A really good news story might interest your regional TV station.
- Local news websites, ideal with some travel input.
- Travel bloggers living in your area. Your joint geographical location is a basis for contact.
HOW TO MAKE CONTACT
- Set up your hit list by searching online, asking around, or visiting a newsagent.
- Wait until you have something to announce, eg a new tours brochure, then write a press release. Ringing them is more direct. Ask for ‘the newsdesk’ if you don’t have a name, or email. Introduce yourself and your company (be brief!), explain that you would like to keep in touch with items you hope may be of interest, the first one of which is: XXX. Tell them you will send details through, and if they show some interest ask if you could have a quick meet with someone, just to put a name to a face for the future etc.
WHAT IS A PRESS RELEASE?
Who-what-why-where-when are the 5 big W’s. Who are you, what are you talking about, why should this be of interest to the journalist, when does the event (brochure launch / first vehicles arrive etc) happen and where are you.
We hope this quick overview will inspire members to use their local press for (free) publicity.
Whilst the CTA cannot produce PR campaigns for every member, we have produced some help sheets on this page that can be downloaded as PDFs and give more details.
And remember, keep it simple, make it easy for them and always remember that you may have to try several times before they use anything, but it should be worthwhile in the medium term.
HELP FROM CTA SUPPLIER MEMBERS
Some of our B2B members provide media relations, PR and media services. For more information click here.