Home-Based Travel Agent - July 2008 - (Page 12)

Lifeline Lights, Camera, Action! Increasing your reach with broadcast interviews You’ve probably seen other agents on television being interviewed during a busy travel period, such as Christmas or Mother’s Day. How were they chosen? Chances are, it wasn’t by accident. Someone from that agency likely proactively informed the local TV station assignment editor that he or she would be happy to be a future “source” for travel stories. You’re an expert in selling travel, so why not do this for your own agency? Today, the news departments of local media outlets—both print and broadcast —seek specialist sources for stories about flight delays, high gas prices, cruise ship issues, vacation destinations close to home, travel trends and how to get the best value for your travel dollars, particularly overseas. They love “evergreen” sources they might call on the spur of the moment. Foot in the Door In addition, “most cities have at least one local radio station with a travel show, and some even have local TV travel programs,” says Cary Haskin, owner, Cary on Travel (www.caryontravel.com) in the San Francisco area. He has a strong marketing and advertising background and says that if agents can feel comfortable in front of a camera or microphone, they might send out a brief one-page letter to local broadcast stations including cable news stations. Avoid those with controversial formats. Explain your credentials. Mention your desire to be quoted as a source. And briefly mention professional affiliations, travel specialties (i.e., cruises, golf or all-inclusive 12 YOUR resorts), years in business, professional certifications or other factors that show you are an expert. Enclose two business cards. Be upbeat and enthusiastic. You could be called weeks, months or even years later. Be available when, and if, they call. Saying “not today but maybe next time” to an interview request is a lost opportunity. You may not be called again. An interview can deliver extensive free publicity that you literally can’t buy. Viewers who see or hear you repeatedly may call you when they have travel needs. A former broadcast journalist in Florida and Washington D.C., Michelle Duncan is now president and CEO of home-based Odyssey Travel (www.odysseytravelinc. com) of Centreville, VA. “When a media reporter calls to interview me,” she says, “I ask their full name, what media outlet they work for and when the article or interview will appear?” She also asks about the key points that the interview is supposed to convey. And she asks about timing. Most media are on tight deadlines; they may want an immediate answer. Journalists tend to look for other sources if their first choice is unavailable. It’s nice to have some time to prepare, but if the opportunity is immediate, “then take a [pause] and really think about your answer,” stresses Duncan. I concur: From my personal experience, it’s fine to ask the journalist to hold just a minute or two on the phone while you tie a few loose ends up and you’ll be right back with them. If they show up unexpectedly at your office, ask them to wait Home-BasedTravelAgent JULY /AUG US T 2008 http://www.odysseytravelinc.com http://www.odysseytravelinc.com http://www.caryontravel.com

Table of Contents Feed for the Digital Edition of Home-Based Travel Agent - July 2008

Home Based Travel Agent - July 2008 Contents Editor's Note Publisher's Note Your Lifeline Agent Spotlight New Technology Industry News Hot Deals Tips for a Smooth Trip Agent Symposium Hotels For the Traveler - Destinations - Mexico For the Agent - Destinations - Mexico For the Traveler - Destinations - Dubai For the Agent - Destinations - Dubai Thailand For the Traveler - Cruise For the Agent - Cruise For the Traveler - Tours For the Agent - Tours New Products

Home-Based Travel Agent - July 2008

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