PRSSA Kent in San Francisco - Part 1

Five PRSSA Kent officers attended the 2012 PRSSA National Conference in San Francisco, Calif. this year. From left: Ryan Collins (Online Media Manager), Hallie Pendergast (Secretary), Stephanie Black (VP of Public Relations), Trenton Chavez (VP of Membership) and Christine Morgan
(President).

We'll be periodically posting key takeaways from our experience in San Francisco, and our first post is from Christine Morgan:

Travel PR: A whirlwind industry filled with opportunities

To be honest, I’m not interested in travel PR, but this year’s conference definitely sparked my interest. Experts representing two of the country’s top 20 largest cities – Columbus, Ohio, and San Francisco, Calif. – delivered a compelling presentation on the trends and “how to’s” of navigating the PR travel and tourism industry. 
 
Using narrative, photo and discussion, Angela Jackson, director of media relations for San Francisco Travel, and Scott
Peacock, public relations manager for Experience Columbus, explained how and why practitioners in the travel and tourism industry are constantly moving.

“Practitioners are always buzzing with the latest trends and the newest ‘hot spots’ that will keep visitors coming back
for more,” Peacock said. “Those interested in travel PR must be prepared to tackle challenges and have a lot of fun, too.” 

How can I succeed in the travel and tourism industry?

• Learn to build a business case for travel and tourism PR – it’s more than
  just a “fun vacation.” Tourism injects serious money into local economies,
  creates jobs and generates huge tax dollars the local economy.

• Use bloggers, non-traditional media and the increased prevalence of
  freelance writers to tell your destination’s story.

• Drive timely pitches – know the national and international trends that are
  affecting the industry. Understanding the trends will help you write timely,
  “out-of-the-box” pitches.

• Offer “round-up” or “list” stories. Everyone loves a “Top Ten” story.
  

• Transform “locals” into tourism ambassadors and never overlook them. Treat
  locals like family. Locals are your third-party credibility; you want to make
  sure they give visitors positive reviews of your destination.
  
  

What if I don’t live in the city I want to work?

According to both Jackson and Peacock, that’s OK. Your “outsider” perspective will breathe life into your work and open your eyes to all the beauties of your destination. 

“Breaking into travel PR when you’re not a local is not a problem at all,” Jackson said. “You will have an outsider
perspective, which is better. As an outsider you will appreciate everything your destination has to offer–no matter how big or small.”  

“As an outsider, you’re always up for anything,” Peacock. “That attitude and perspective will take you far in travel and tourism PR.”

Christine is a senior PR major and president of PRSSA Kent. Follow her on Twitter @christineprksu and email her at cmorga20@kent.edu.

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