Marketing Coordinator Marissa Murphy and Communications Manager Anna Rosales-Crone recently attended the PRSA Travel & Tourism conference for a week of professional development. Here are their top 5 takeaways from media outlets, agencies and industry leaders.
1. Don’t Be Afraid to Take Risks – Adam Stoker, CEO/President of Brand Revolt, delivered an inspiring session on the value of taking risks. A key insight: owned media can fuel everything. By producing thoughtful, consistent content, you can build a loyal community—and ultimately drive commerce. He showcased several examples of brands that made bold moves and reaped the rewards.
He closed with this challenge: “What’s the smallest bold move you could make this month that aligns with your values?” View the full presentation.
2. Data-Driven Messaging & Media Pitching – When used strategically, data can be a powerful tool in media outreach. When incorporating data, remember:
• Always provide context for numbers – A statistic alone doesn’t tell a story. Help your audience understand what it means and why it matters.
• Tailor your data messaging to fit your audience – What resonates with a business journalist may not land with a lifestyle editor.
• Terminology matters – For example: “Tourism supports 5,000 jobs in the area” vs. “Tourism employs 5,000 people in the area”.
• Visuals make data more compelling – Use graphics to enhance understanding and engagement. See this example from Miami.
• Use AI to anticipate media questions – Drop your report into an AI tool to identify questions media may ask about the information.
• Lead with the story, not the stats – Start with a strong, relevant pitch. Then use data to strengthen your case.
3. Leverage Your Experts & People – Make a list of fascinating characters at your business or organization who would be willing to talk about their unique story and the role they play to keep your location running. Maybe you (or a colleague) are a subject matter expert who can chime in when reporters are interested in your area of expertise. You can use these stories to develop social media posts, videos, blog posts or even pitch them to media.
4. Lean into Where You Live – NFL Reporter sara Walsh encouraged destinations to go big on what makes them special when looking to grow events or attract new events. Think about ways you can bring in the community and partners to offer an experience that is exclusive to your destination.
5. Content Creators – If you are ready to dive into the world of partnering with content creators, start with a little research. Get to know the creators’ work. Check their performance, engagement and, most importantly, determine whether their content aligns with your brand.
Keep an eye on future newsletters as we take a closer look at these and other tips.