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
- 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
- Business owner has complete control of advertising space
- Builds exposure
- Guaranteed placement
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.
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 email@example.com
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.