Media & public relations 101

Generating positive public relations and building a strong relationship with the media can be an effective promotional tool for your business.

Couple sightseeing in Mudgee

Media & public relations

Generating positive public relations (PR) and building a strong relationship with the media can be an effective promotional tool for your business. The more your product is featured in targeted media content, the more visible you become to potential customers.

Media channels you might consider targeting include newspapers, magazines, television, radio and digital media such as websites, travel blogs and social media platforms.

There is a saying that “Advertising is saying you’re good. PR is getting someone else to say you’re good" (Jean-Louis Gassée).

Advertising vs public relations

PR: securing editorial in a media outlet

  • Unpaid
  • Content is controlled by the journalist 
  • Business owners can influence what is run
  • Provides third-party validation and highly credible
  • No placement guarantee

Advertising: paying for space in a media outlet

  • Paid
  • Business owner has complete control of advertising space
  • Builds exposure
  • Guaranteed placement
Destination NSW public relations
Engaging with Destination NSW

Destination NSW has a public relations team that liases with the media every day and regularly pitches content ideas about Sydney and regional NSW to a range of media contacts.

Getting involved with our publicity team is a fantastic first step in building a better relationship with the media.

Here are two key ways you can become involved:

Visiting Media Program (famils)

Each year Destination NSW invites local and international media to experience Sydney and regional NSW. Annually, our publicity team coordinates approximately 120 famils for Australian media and 280 famils for global media.

ifly media famil

Hosting the media

Depending on your product and the needs of the visiting media, consider providing the following:

  • Opportunities to participate in your tour or experience
  • Opportunities for media to stay in your accommodation or dine at your restaurant
  • Providing interviews, i.e. key quotes about your experience or business, from yourself, staff or previous customers
  • Allowing filming and photography at your business.

The media is always on the hunt for interesting story angles, supported by quality imagery.

Destination NSW is constantly pushing out story angles, content and product information via media releases and newsletters to our media partners.

What can you provide?

  • A media release supported by high-resolution quality images

Media releases are a great way to disperse news about your business and gain publicity in the media. It is a good idea to craft them around a news angle that journalists will be keen to write about, like a product launch, new tour, special package or an event.

How to get involved

Register your interest to participate in future media famils and submit your story ideas and media releases by emailing

The ultimate goal of these programs is increased media coverage for NSW. By hosting media visits or sending us your story ideas, you create opportunities for journalists to write about your tourism business and destination.

Hosting media visits (famils)

Hosting the media, journalists and influencers* on a famil, is a unique opportunity to capture their full attention and allow them to immerse themselves in your product. Hosting a famil also provides you the chance to showcase your product to an attentive and targeted audience at a minimal cost.

When inviting media to experience your product, think about the story you might like them to convey to the public. The classic travel article is often structured around the eat, sleep and play concepts, so ensure you offer the journalist a well-rounded experience of your product and consider working with other operators in your region to cover all aspects of eat, sleep and play.

Once you have hosted a famil, there are a few things to keep in mind. Travel stories for print publications can take months to publish so you will need to be patient. With online publications, your story may appear sooner, so ensure you request that the public relations agency or journalist notifies you when the story is uploaded so you can share the link through your own social media channels and website.

*Travel Influencers are individuals who have established credibility and a large number of followers on social media. They showcase inspirational destination and product experiences to their targeted audiences via their social platforms such as their blog, Facebook and Instagram.

Top tips on hosting media famils:

  • Invite media that target your ideal customers
  • Prepare a detailed itinerary that is tailored to the journalist. Include contact details, instructions, directions, main contact — everything to make the visit as seamless as possible
  • Allow time in the itinerary for media to explore on their own
  • Brief your staff on who is coming and ensure that you meet them on arrival
  • Treat them like VIPs yet still give them space
  • Don’t create a new experience for the media, give them an experience that their readers can have themselves
  • Showcase your hero products and experiences
  • Share your story with the media — they are often just as interested in the people behind the business as the experience itself
  • Instead of telling them what to write about, provide them with everything they need to craft their own story—media releases, regional guides, images and interview opportunities
  • Be positive about the region and other operators. Media often write about a region or town as a travel destination as a whole
  • Remember, during the famil you are on the record, so ensure your staff are briefed accordingly.

Make it really easy for them to share your story

During their famil, provide a media kit with the following:

  • Welcome letter
  • Media release and fact sheet
  • Include your contact details, social media handles (i.e. Instagram username) and your website URL
  • Professional high-resolution images and videos on a USB stick
  • Consider placing your media kit in a branded folder along with maps, brochures from the region and perhaps a small customised gift from your business or region
  • Remember to follow up after the visit and stay in touch

Top tips on writing a media release 

  • Think carefully about what your message is and what type of media organisations are most likely to be interested in it
  • Identify your story. Think FUBO: First, Unique, Best, Only
  • Keep your media release to one page and make it easy to read; avoid jargon and do not overuse adjectives
  • Stick to the facts — try not to ‘sell’
  • Provide quotes from a credible spokesperson who can be contacted at any time
  • Make it shareable: share your hashtags and social handles
  • Provide them with high-resolution imagery
  • Ensure the Destination NSW media team is on your distribution list: