Want to promote your tourism business?
According to Tourism Research Australia, there are more than 350,000 tourism businesses in Australia.
How can you stand out in such a crowded market? What can you do to differentiate yourself from all the other operators vying for the same customers?
Use the media.
Media coverage is by far the most powerful, compelling and cost-effective way to promote your business.
In terms of return on investment, it has the potential to far exceed anything that advertising can deliver.
This comprehensive, definitive course will show you how.
“Media coverage endorses your product and gives you enormous credibility.”
Christine Le Fevre, owner of Bishop’s Court Estate
Who’s it for?
This course is for any tourism operator who wants to learn how to promote their business using the media.
Perhaps you’ve tried it before and it hasn’t worked out. Or you’ve seen other businesses get coverage and wonder how they did it.
Either way, this course is for you.
It demystifies the murky world of media relations and provides clear, step-by-step instructions to get it right.
Who am I?
I’m a regular contributor to the travel sections of Australia and New Zealand’s leading newspapers and magazines, including The Sydney Morning Herald, The Age, Sunday Telegraph, NZ Herald and more.
I’ve also been published overseas and have won seven writing awards, including Australian Travel Writer of the Year (full bio).
As a travel writer, I’ve been on dozens of press trips, met hundreds of tourism operators and received thousands of press releases and story pitches.
For the last decade, I’ve run media relations workshops for tourism boards and public relations (PR) professionals.
In summary, I’m uniquely qualified to offer advice on tourism media relations.
“Thank you for your advice and expertise with this story pitch. You were instrumental in it being published.“
Paula Hagiefremidis, founder of Mediterranean Wanderer
What’s in the course?
This course will teach you how to work with the media.
It will show you how to get their attention, persuade them to cover your product and maximise the return when they do.
It is crammed with every tip and trick I’ve learnt over my 20-year travel writing career plus expert insight from the world’s top travel editors, journalists and content creators.
It also contains case studies and advice from operators who’ve achieved significant returns through media coverage.
By the end, you’ll have everything you need to confidently promote your business using the media.
Course structure
The course is divided into the following components:
- Module 1 – Attracting the media – this module explains the media landscape, how to determine which outlets to approach and how to get their attention using media releases and story pitches.
- Module 1 – Q & A – a chance to ask any questions you have about Module 1 via email, phone or online.
- Pitch time – practise your newfound skills by creating a media kit, media release and story pitch. You’ll get detailed feedback, including what worked and suggestions for improvement.
- Module 2 – Hosting the media – this module explains how hosting opportunities arise, how to provide media what they need and how to maximise the return.
- Module 2 – Q & A – your chance to ask any questions about Module 2.
- Post-course pitch – another opportunity to have a media release or a story pitch reviewed. No time limit – whenever you need it.
- Post-course support – join a dedicated alumni group where you can network with other operators.
Want a FREE copy of my Top 5 Media Relations Tips?
Do I need writing experience?
Not at all. The course contains all the templates you’ll need along with real-life examples showing them in action.
“Having media experience your product brings a sense of immersion, trust and authenticity that advertising can’t match.”
Rob Woods, owner of Ethical Adventures
Why choose this course?
INDUSTRY INSIGHT
It’s full of expert tips and tricks from the travel media, tourism boards and media-savvy operators.
EXPERT FEEDBACK
You’ll get detailed feedback on your work from an award-winning travel writer.
TOTAL FLEXIBILITY
No start dates, end dates or deadlines. Work at your own pace from anywhere in the world.
ONGOING SUPPORT
Access an online community of fellow tourism operators to network with and share tips.
Details
How: Modules delivered as PDF workbooks.
Duration: At your own pace – no deadline for completion.
Cost: $A795
To sign up, email rob@robmcfarland.org today!
“Whenever an article is published, I always notice an increase in bookings – sometimes by 50 per cent.”
Rachel White, owner of Glenayr Farm
Frequently asked questions
Why is media coverage so valuable?
Because consumers believe it. A glowing recommendation from a trusted media outlet or content creator is far more compelling than an advert. Not to mention cheaper. Plus, the link from the publication back to your website will dramatically improve your site’s SEO.
Do I need any media relations experience?
Not at all. The course assumes no prior knowledge. It starts with the basics, includes step-by-step instructions and contains lots of real-life examples.
How long does the course take?
In theory, you could read both modules over a weekend. But that’s not how you’ll get the most benefit. Your efforts will be much more successful if you study the material, do all the exercises and take advantage of the expert feedback opportunities.
Are there any deadlines?
No. I know how hard it is to study when you’re running a business, so just dip into it when you can. Whenever you’re ready to have something reviewed, I’ll be here.
Does the course cover content creators?
Absolutely. There are detailed instructions on how to find a content creator, check their credentials, host them and maximise the return from their visit. There’s expert advice from many of Australia’s top creators and case studies from operators who’ve successfully worked with them.
What are the key skills I’ll learn in Module 1?
Module 1 is all about attracting the media, so you’ll learn:
– how to create a PR plan and media kit
– how to determine which media to target
– 10 rules for an effective press release
– 3 key factors for a killer story pitch
– pitching to editors, freelancers, content creators, TV and radio
– how to leverage compelling content
– effective editing strategies
– how to use advertorial, AI, media lists and more.
What are the key skills I’ll learn in Module 2?
Module 2 is all about hosting the media, so you’ll learn how to:
– create hosting opportunities
– work with tourism bodies
– provide media what they need
– measure the return from hosting
– deal with negative publicity and crisis comms
– use storytelling, gifts and other expert hosting tricks and tips.
I’m a small operator – can I still get coverage?
Absolutely. The main reason larger companies get coverage is they employ travel PR specialists (many of whom I’ve taught on my PR course). Smaller operators also have newsworthy announcements and compelling stories. Plus, they tend to be more niche, which can be an effective differentiator, and often have interesting backstories.
What if there’s nothing “new” about my business?
One of the biggest misconceptions about media relations is that you need to be “new” to get coverage. There are many ways a tourism business can be newsworthy, including offering something unique, challenging a perception, aligning with an event and offering exclusive access (among many others). I’ve written about hundreds of operators who weren’t new.
Can I find this information elsewhere?
In a word, no. Some tourism boards have developed guides for working with the media but they’re often incomplete, out-of-date or wrong. This is the only media relations course designed specifically for tourism operators.
Can I have a sneak preview?
Sure. Use the form on this page to request my Top 5 Media Relations Tips – five of the most important factors for getting media coverage.
Questions?
Email me at rob@robmcfarland.org – I’d love to hear from you!
Rob McFarland 