The Ever-changing Landscape of Press Trips

Press Trips(1)

It is crucial public relations professionals understand how to balance working with editors, bloggers and social media influencers in today’s digital world. News is abundant, and everyone is consumed with information overload so staying updated on current trends and who is controlling it is key.

Mixing Traditional and Modern Media
Hotels and resorts need money and resources and with the constant changes, public relations professionals need to ensure the resorts are getting their return on investment. It can’t be ambiguous. Unlike editors, freelancers and influencers don’t always have a confirmed assignment with a major publication, but there needs to be substantial information to properly vet clients.

“I can write something using your blurb, but to actually see with my own eyes and to use all of my senses to experience a place produces a quality piece full of descriptive language and palpable passion,” says Michelle Winner LuxeGetaways Lifestyle Editor and freelancer. “The result of a good press trip is exactly what writers are taught to do in their work: don’t tell me, show me. In the end the writer’s job is to compel the reader to visit, taste, see and do, too.”

You can learn more about press trips from Michelle Winner, Jill Robinson and Tamra Bolton at the PRSA Travel & Tourism Conference in New Orleans for their session, Press Trips: The Evolving Necessity.

It’s much easier to vet a New York Times travel editor versus a travel blogger. It’s easier for clients to understand the value of a national newspaper than a personal blog. However, these days people want to hear about other’s experiences because it’s raw and word-of-mouth is still one of the leading ways to create buzz.

We work with travel bloggers, but the vetting process is usually much more in depth than an editor with a confirmed assignment. We start by reviewing their work, checking statistics, social media presence, and if their niche audience works for the client. We need to have solid information to back up our recommendation. For example, a family focused travel blogger would be more appropriate than a fashion blogger at a family-friendly resort.

Newsrooms are Nearly Nonexistent
Newsrooms have cut budgets and many travel writers were the first to go. With the rise of social media, many influencers have been successful in their efforts while others abuse it. Many influencer requests show a loyal following, but lack of interest in a mutually beneficial relationship.

According to PR Moment, up-and-coming influencers think that numbers are what matters and not engaged audiences. Many requests, such as videographers who film models and night clubs requesting a complimentary stay at a five-star family-friendly luxury resort are, solely focused on themselves and not showcasing the destination and resort.

How are you adapting to this ever-changing landscape?

View More: Hammett is a PRSA member and the Public Relations Account Executive at MP&A Digital & Advertising in Virginia. She is a graduate of Virginia Tech. She’s also a member of the PRSA New Professionals and Travel and Tourism interest sections. Connect with her on Twitter and LinkedIn.






Three Tips for Reaching Out to Other PR Pros


An intentional, well-written networking email can lead to a new job opportunity, a new mentor or a new perspective. You will find that most professionals, especially those involved in PRSA, are more than happy to help you, offer advice and share their expertise. But even if you have a strong relationship with the professional you are reaching out to, it is always important to establish professionalism.Whether you are a graduating senior seeking job opportunities or a young professional simply looking to make new connections, here are a few tips you should always keep in mind.

Be considerate.

It’s important to remember the person you are reaching out to has a full-time job, and is graciously taking time out of their schedule to help you. Be considerate of how much you are asking from this professional and understand it may take time for them to respond.

I recently got an email from someone “hoping to move to NYC” wanting to know “which companies they should apply to.” Seems harmless, right? Wrong. There are thousands of companies in New York City, and this young pro was essentially asking me to do their job search for them. You should make it as simple as possible for them to reply, which leads me to my next point.

Be specific.

About a month ago, I received a text from a recent grad from my university, who asked if I could tell them more about my last job. It was typical PR agency, so what exactly did they want to know? About the culture? The clients? Once I followed up and asked for more information, I discovered they wanted to learn more about the differences of working at a large agency versus a small agency, as I’ve done both.

When reaching out to a professional, avoid vague requests like this, and instead ask specific questions and make sure your goal is evident. Do you want to set up a call or meeting? Offer up a few days and times you are available in the next couple weeks for the professional to choose from. The more details the better. Speaking of details…

Be detail-oriented.

Before you reach out to a professional, triple check the body of your email and any documents you’ve attached. Then, ask a few friends to review everything. Don’t send a resume with grammar errors, formatting mistakes or a lack of specifics to a professional. It comes across as lazy and unprofessional.

Too often I receive emails with a low quality resume attached and the request to pass it along to one of my contacts. I’m always shocked when this happens because I’d never recommend someone I don’t truly believe in.

Hope this helps you as you prepare to reach out to a pro you admire!

–Arielle Schrader, @RELschrader

Maximize Your Career Potential by Managing Up


Picture this: you’ve just started a new job, but your new manager isn’t as hands-on as previous supervisors or professors. Instead, you get 30-minutes of one-on-one time with them every other week and—before you can even learn how to use the printer—they expect you to show results. Yikes! Other managers may report into someone that is too hands-on—an entirely different challenge. Whatever your situation may be, learning how to work with your direct supervisor can make or break the early days of your career. The right manager can be your mentor, guide and biggest cheerleader, and it all comes down to how you manage up.

Changing Workplace Dynamics and the Keys to Managing Up
According to the Pew Research Center, Millennials (ages 21 to 38) have overtaken Baby Boomers in the workforce. Did you cringe at the word “millennials”? It’s Ok. I hate that word, too. Younger generations get a bad rep – we are often pegged as needy, entitled, narcissistic, unfocused, lazy – the list goes on. What’s interesting is that we see ourselves as motivated and purpose-driven, trying to make a difference in the world.

Simon Sinek’s video about Millennials in the workforce highlights a key point that unlocks a lot of our problem here: Millennials tend to have difficulty developing meaningful relationships—especially in the workplace. They also tend to be impatient about getting to where they’re going.

The reality, as stated by Sinek, is that the key to managing up is found at the intersection of patience and relationship development.

We’ve all heard the saying, “People leave managers, not companies.” According to Gallup CEO Jim Clifton, “The single biggest decision you make in your job—bigger than all the rest—is who you name manager. When you name the wrong person manager, nothing fixes that bad decision. Not compensation, not benefits—nothing.” (Source: Inc.)

But what makes a good manager? In my experience, the best managers are available when you need them, capable of sharing quality feedback, and able to recognize the strengths and weaknesses in others. While it’s easy to demand those of others,  best way to bring these characteristics out in your manager is to portray them yourselves.

Millennial psychology aside, there are some clear ways to “hack” managing up—no matter which kind of manager you have.

The Power of Quick Wins
If you’ve worked at an agency, you’ll be familiar with this concept. This is the first rule of onboarding a new account—deliver quick wins. However you define a “win,” immediately delivering on your promises and showing success can go a long way in getting the right attention from your manager.

This doesn’t only work for new relationships. In fact, this works after every performance review, weekly one-on-one meeting and more. Remind them of why they hired you and remind them that it was a good decision.

How to Ask for Feedback
How many times have you felt criticized or unappreciated at work? In those situations, I would say it’s probably because you were lacking quality feedback. There are hundreds of articles and books about giving and receiving feedback for a reason—it’s the key to every good relationship.

When giving feedback, first make sure they’re open to it. Ideally you would have already established a relationship with your manager so you can go to them with your questions and concerns. If you have a weekly 1:1 with your boss, then it’s easy—that’s your chance to talk about things that are/aren’t working.

If not, then you need to ask. It’s easiest to do that in the context of your work with them. When they come to you with a new project ask if you can discuss your concerns one-on-one. Some helpful phrases to try out:

  • “Would it be helpful to have another perspective?”
  • “Now that I’ve gotten my head around this assignment, can I talk to you about how things are going?
  • “Do you have a minute to discuss ____? I need more clarity from you on [my role, my responsibility, how we are approaching the assignment].

The key with this is to be specific and don’t get personal. If you start making generalizations or start attacking them as an individual, you could put them on the defensive, and lose your chance to be effective.

It’s worth noting that some relationships will not allow for feedback. In those situations, it’s usually a senior executive so empower yourself to do your best to see things from their perspective.

Receiving feedback is simple—all you need to do is ask:

  • “Do you mind providing feedback on this project? I’m interested in getting your thoughts so I can learn and make adjustments next time.”
  • “Did this meet your expectations?”
  • “Am I getting closer to your vision for this project? If not, where should I focus?”

Feedback should be honest (not brutal, but direct) and real-time. If you only get feedback once per year, then you only have one chance per year to improve. If you get generic responses to your questions, follow up: “Tell me more about that.”

How to Discover “Unwritten Rules”
I’m a fan of discovering “unwritten rules” by befriending the gatekeepers—like the receptionist or your boss’s assistant. You should also work to get to know the people that have been at the company longer than you—they will be a tremendous asset to you as you get to know the “way” of a company’s culture. They can also share tips for working with certain individuals (like your manager).

Unwritten doesn’t usually mean secret, so also don’t be afraid to ask. You’re probably not the first person to do so.

Why Personalities Matter in the Workplace
In Meyers-Briggs, I’m an ENTJ. That means I’m extroverted, intuitive, a thinker and judging (i.e., logical and decisive). The better you understand yourself, the better you can help others to understand you. And for someone to truly manage me, they need to understand me—it works the other way, too.

Understanding how your manager processes information is something I’m still learning—my manager internally processes information and needs more time to think before coming back to me with feedback. I, on the other hand, externally process everything—meaning I like to talk it out with you right then and there until we come to a resolution.

Get to know your manager and be curious about how they think. Learn to anticipate their questions based on their priorities. Understand that everyone is different, and it would be unreasonable to assume otherwise.

What it Means to Set Expectations
Understanding what your manager wants from you—and vice versa—comes down to how you communicate expectations. Be clear about what’s expected up front so there are no surprises (or disappointments) down the road. How do you do that? Have a process. First, ask questions and repeat what you’re hearing. Then, put it in writing (e.g., in an email) and get them to agree to it.

Communications for Communicators
Practice what you preach. Sometimes we can be so client-focused that we forget to utilize our own best practices. Try creating your own formal strategy, just as you would with any client, for how you communicate with your manager. Pre-empt their asks by being proactive. If your manager ever has to come to you and ask you for a status report, you’re too late in getting it to them.

Learn to anticipate the questions of your manager: what are they being held accountable for? That’s what they’re going to ask you about. Find a way to let them know the status of what you’re working on so they don’t have to come looking for you.

In closing, managing up is a challenge because managing people is hard. Be patient with yourself and with your manager. Everyone is on a journey and learning at their own pace.

And the key to any management relationship—up or down—is not management, but the relationship. Take your boss out for coffee and get to know her. That relationship will be the key to your success.

Scott ThornburgAbout the Author
Scott W. Thornburg, APR, is an accredited marketing communications leader with nearly a decade of global agency and in-house experience. Passionate about his work, he is known for thoughtful management of complex issues, careful attention to detail and high-impact leadership. Scott has been a strategic communications adviser for top global brands like Oracle, ExxonMobil, Dell, Cirque du Soleil, Hard Rock, Nasdaq, (acquired by LinkedIn) and more. He now works as a senior public relations manager for Sojern, a travel marketing and advertising technology company. He’s a graduate of The University of Southern Mississippi (2010), with a degree in journalism, and an emphasis in public relations. Scott is a member of the Public Relations Society of America (PRSA) and serves on the organization’s national board.

Four Lessons from 4 Years Running an Agency


In my opinion, the best way to sum up anyone’s story is to pretend like you’re writing their obituary.

So here’s mine: coffee-crazed workaholic started an agency in Pittsburgh. Experienced moderate success.

It seems like just yesterday I was skipping classes my senior year of college to meet clients in the city. Back then, it was just me and a handful of contractors making it happen. It’s hard to believe that four years, countless clients and some awards later that we’re now a bunch of full-time employees. I’m mostly surprised I haven’t keeled over from drinking too much coffee yet.

Since Top Hat’s celebrating its fourth year, four seems like a magic number. So here are four lessons that I’ve learned along the journey:

Sometimes You Have to Put Yourself in the Microwave

In the past four years, there were two times I doubled-up on full-time opportunities. In 2014, I joined an inbound marketing agency as their director of inbound partnerships while still running Top Hat. The second time was in 2015 when I served a software as a service (SaaS) startup as their head of communications while (again) still running Top Hat.

There are crockpot and microwave experiences—both can be useful. These were the latter. Life was a bit chaotic and out of a balance for a while. To this day, however, these are two of the most significant experiences I’ve ever had that significantly catapulted things forward.

A microwave cooks things faster. So, if you’re looking to develop a certain skill or resume-lifter, a microwave experience can help you get ahead faster. Look for entrepreneurial opportunities or work on your side hustle to boost your overall momentum. Just be sure not to keep that microwave on for too long!

Build a Recipe Book of Interdisciplinary Techniques

Communications is becoming more integrated than ever. It’s critical to study, evaluate, experiment and understand not just public relations, but marketing and advertising too. To understand those disciplines a bit more intimately, you might have put yourself in the microwave. Ultimately, it will enhance your career, sense of direction and perspective in ways that will surprise you everyday.

You Must Understand How Business Works

The single biggest mistake communicators make is not understanding how business works. We as communicators need to prove our relevance at the business table. At the end of the day, what we do must support the goals of whoever we’re working with—client, employer or partner.


You Must Be Business-Objective Focused

One of the earliest lessons I learned is that the impressions, click-through-rates and other metrics don’t mean anything if there’s no real return-on-investment. Some of the most blunderous client relationships early on were because I didn’t help the client establish tangible business objectives. The moment that changed, the entire business changed as well.

As communicators, the hard truth is that we’re often the first budget item cut when the going gets rough. We need to be in a business-objective mindset. It might not be revenue in all cases, but it must be Specific, Measurable, Attainable and Time-Based (SMART).

Want to hear more from Ben Butler? PRSA New Pros Opportunity:

Join PRSA’s New Professionals Section as we talk with three PR pros from different industries about just a few of the different career paths public relations and communications have to offer. You’ll hear from Ben Butler, APR, founder of Top Hat IMC, on what it was like to start his own PR firm as a new pro, Sean Cartell associate media relations director for the University of Texas, on game day communications and managing media for multiple teams, and Brittney Westbrook, assistant director for marketing communications at The University of Southern Mississippi, on developing strategic campaigns for a university of 15,000 students and more than 120,000 alumni. Learn more about the opportunities out there in independent agency, sports and non-profit PR and how to get started on whichever path you choose.


Ben Butler, APR, is the founder and client services director for
Top Hat—an award-winning marketing communications firm in Pittsburgh. In his past life he served as a public relations guy for a motorsports complex, director of inbound partnerships for an inbound marketing agency and head of communications for a software startup. He’s been named a Top Under 40 Communicator and is Accredited in Public Relations (APR)—a distinction held by less than 20-percent of all practitioners.

My PR Story: Evan Martinez


The public relations industry has a vast array of career options and the opportunities for professional and personal growth are endless.

Like many PR professionals, the above is one of the primary reasons I chose to enter the public relations field. My love for communications is rooted in the passion I have for understanding people – what makes them tick, why they act a particular way – and while the curiosity is mostly natural, I have only become more intrigued over time.

I am currently the Communications Associate at American Iron and Steel Institute, a trade association representing the North American steel industry on Capitol Hill. Working on the Hill allows me to combine communications and politics, which are the two subject areas I am most interested in building. Regardless of the type of PR you work in, I have found three things to be vital for a successful PR career.

1. It’s okay to go off the beaten path

If someone had told me when I graduated from college I would be working for a trade association that represents the steel industry, I would have told them they were crazy. But everyone’s PR story is different, just like mine is different from many of the people I graduated with. Whether you are passionate about working for a firm or a nonprofit or a hospital, communications is everywhere. The sooner you realize it’s a variety of experiences that create your PR story, the sooner you will end up in the job you have always wanted.

2. Develop a professional routine

I wake up, go to the gym, make a hearty breakfast, pour the coffee in my travel mug and head out the door. On my morning commute I read Politico Playbook and The Skimm, which provides the perfect synopsis for happenings around the country. It is our job to know about world events and to educate others about those events.  Every organization has go-to publications every employee should read and be able to hold a conversation about. Developing healthy professional habits (having a good breakfast, reading, etc.) will ultimately make you a better and more productive employee.

3. Keep building on your PR story

It might be a cliché, but it is true–our stories never really end. No matter the amount of internships you completed, what degree you graduated with or what title you have at work, your PR story does not end. My current role is merely a stepping stone in a long PR path that will continue to grow with time and experience.  Make sure you are putting yourself out there and meeting new people who can introduce you to new professional opportunities.


Integrating any portion of this advice into your life will hopefully help you like it has me. Find work that you are passionate about and master it.  Ensure that you are constantly learning and challenging yourself because that is how truly great PR stories are formed.

HeadshotEvan Martinez is a Communications Associate at the American Iron and Steel Institute, a trade association representing the North American steel industry on Capitol Hill. He graduated from American University in May, where he served as Vice President of AU’s PRSSA chapter. Evan has also been featured on PRNews Online. He will be attending Georgetown University in the fall for his Master’s where he will study Public Relations & Corporate Communications.