Public relations is the invisible engine that helps control many of the messages that travelers consume about destinations, hotels, airlines and cruises.
This invisible engine sends the best photographers and writers on incredible journeys in search of content, it strategically places sunshine-filled ads on frozen bus stops, and plots campaigns to match the waves of seasonal wanderlust — all in hopes of inspiring everyone from office dwellers to mothers to book a trip today.
In this week’s podcast, we discuss the evolution of the travel PR industry.
The Skift Podcast is underwritten by FutureCities initiative from MasterCard. Find out more at futurecities.skift.com.
Whether it’s via a New York Times article, Travel + Leisure advertorial or more and more often a sponsored Instagram post, PR professionals are often behind the media that inspires consumers while they daydream at their desks and plot their next vacation.
In the same way that traditional travel publishing has been upended in recent years, this massive machine that touches every part of the travel industry has also been in flux. Brands are reaching out directly to consumers who no longer differentiate or care who is publishing the content, there are more platforms to consider and experiment on than ever before, and clients from airlines to destinations are demanding higher sales.
In this week’s podcast, we discuss the evolution of the travel PR industry, with host Samantha Shankman and Skift co-founder and Head of Content Jason Clampet. The guests for this episode are Laura Davidson, founder and CEO of Laura Davidson Public Relations and Jennifer Maguire, founder and CEO of Jennifer Maguire Communications & PR.
We explore the new balance between social and traditional media, the new modern skill set needed to succeed in the industry, the changing relationship between PR firms and their in-house marketing teams, and how the evolution of travel media has impacted PR.