Sometimes a press release is not enough to attract the attention of the desired press to a product. Therefore, in order to do this, as well as to form a loyal attitude of journalists from the target media, a PR tool such as a press tour is used. Its distinctive feature is that it combines a press conference, where you can get a first-hand comment from a company representative, a product presentation, a buffet with entertainment, and often an excursion. Taking into account the complexity and versatility of the event, the specifics of organizing a press tour are emerging.
Reasons for organizing a press tour
A press tour is extremely attractive from the point of view that it is often informal and allows journalists to show the product and try it out. This modern marketing tool is the most effective form of interaction with journalists. A press tour allows you to form a pool of loyal journalists and increases the opportunity to write positive materials about the product in the desired media.
The advantage of organizing a press tour is lower costs compared to advertising in the same media that will publish the material based on the results of the trip. In addition, copyrighted articles are not perceived as advertising and, due to this, attract readers’ attention to the product and form a positive opinion about it.
When organizing a press tour, it is worth remembering that journalists expect exclusive and interesting information from the trip, which can only be learned during the trip. Moreover, at the end of the event, it is important that they receive all this material both in printed form and on digital media.
Stages of organizing a press tour
The press tour includes several stages of preparation.
The first is determining the goals and objectives of the trip, creating an informational occasion, approving the event program, resolving organizational issues (place and time of gathering of journalists, transfer, accommodation at the place of stay, etc.), creating a list of relevant media and inviting them.
The second is the event itself. This stage shows how carefully the preparation has been carried out. If everything is thought out to the smallest detail, then the press tour will go without a hitch and will leave only a positive impression on both journalists and organizers, and will serve as an additional factor in the journalist’s preparation of material.
The third stage is the final one and includes communication with journalists who went on the press tour and collecting publications based on its results.
And in order for the desired event to go perfectly, it is important to entrust the work to professionals (specialized PR companies) who will offer the optimal list of media, take care of all organizational issues and provide all the necessary materials - from press releases and press kits to souvenirs. As for creating a list of media outlets, you need to know the specifics of working with a particular publication, editorial policy and topics of interest - this will not only ensure the release of material, but also guarantee the mentions of interest and the required publication format. A successfully conducted press tour is a guarantee of promising work with journalists!
