Agents encouraged to do their own PR
Independent travel agents at last week’s Advantage Conference were encouraged to handle their own public relations and be creative in their approach.
Feilim Mac An Iomaire, head of public relations for betting giant Paddy Power, dished out advice to independent agents at the Provence conference, saying it was easy to do their own PR.
He advised agents to find their own brand purpose and remain true to it, to search the daily news agenda for PR opportunities, and to not be afraid of failing.
If agents want to be provocative, like Paddy Power’s PR campaigns, they should choose their target wisely, he added.
"It’s actually very easy to do it yourself, particularly with local media," he said.
"The success of Ryanair shows that if you do something different you’ll stand out and you’ll be able to make hay with it."
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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