The press tour has been a fundamental tactic in the PR practitioner’s toolbox for years. Ready to announce a new product? Let’s do a press tour. A new CEO joins the company? Send her on the road to meet with key media. 
 
Unfortunately, the press tour isn’t as prevalent as it once was. For a number of reasons (including busier reporters, fewer publications and far less editorial space due to diminished advertising), press tours are more difficult than ever to orchestrate.
 
Here are nine key items to consider when planning a press tour.
  
1.      What’s the hook?

The number one consideration when contemplating a press tour is newsworthiness. What’s the story you’ll discuss? Is it best communicated in person? Do you have something interesting to show the reporter? Will reporters at multiple media outlets be interested in hearing the story? If you have a compelling story, best communicated in person, a press tour might be the right approach.

2.      How timely is my news?

The Internet has radically changed the timing of how news is disseminated. The days of meeting key trade reporters on Monday, Tuesday and Wednesday, and having them all break the story simultaneously the following week are over. With the Internet, reporters can post a story minutes after you leave their office. The next reporter you’re meeting with on your press tour probably won’t appreciate being scooped by his/her competition. Make sure you think about embargoes and NDAs before undertaking a press tour based on a timely news story.

3.      Can your executive deliver the goods?

Remember – relationships with reporters are symbiotic. You’re there to help the reporter do her job. You’re giving her story ideas, angles and topics to possibly write about. You’re a resource … someone to count on for news, commentary and/or expertise.Your spokesperson needs to shape and energize media discussions, not sit there and wait to answer questions. If you’re holding up your end of the relationship, the reporter will hold up theirs, and media coverage will ultimately result.

4.      Target specific reporters

The more specific the targets, the more successful the press tour. Are you announcing a new product? You should meet with news reporters who cover your market. Are you interested in product reviews? A “labs” tour is ideal. Does your CEO want to meet with key press? Schedule meetings with senior-level reporters and editors. Is the news particularly relevant for the health services market? A health media tour is the best bet. Keep in mind that many publications have had layoffs – and those remaining are often covering several beats. Don’t be offended if a reporter can’t take a meeting or needs to cut a meeting short because of deadline and/or workload issues.

5.      Set expectations

It’s safe to say that not every meeting will result in immediate coverage. Does your spokesperson understand that? Be very clear that a press tour is a key step in building personal relationships with several reporters…which, in the long run, will result in more media coverage. But if a reporter is on deadline with other stories, or the publication is a monthly working on an issue to be published in three months, or the reporter doesn’t consider your story newsworthy, an immediate story will not result. That doesn’t mean the meeting was a failure.

6.      Tailor your pitch

By definition, a press tour means meeting with editors/reporters from several publications. That doesn’t mean you tell the same story to each reporter. Do your homework. Understand what reporters cover and what interests them. Will she need a customer? Does he like exclusives? Does she write controversial, edgy stories? Does he focus on a particular vertical market? Give each reporter/editor something new or fresh. Avoid canned presentations. You can always follow up with additional information.

7.      How many meetings should I book?

There’s no definitive answer. Dependencies include the number of media targets, where they’re located and the strength of your story. One piece of advice…don’t overbook your spokesperson. Would you want to be the reporter listening to a pitch given for the fifth time that day? Freshness and chemistry are key to success.

8.      Don’t forget about food

A press tour doesn’t necessarily mean you have to meet the reporter in her office. A lunch or breakfast meeting can be just as effective – in some cases even more effective. Meeting in a social environment like a restaurant can get a reporter “loosened up” – and help you build a personal relationship – above and beyond your professional relationship. Some reporters have guidelines on being “wined and dined” by vendors, so don’t be offended if the reporter turns down your offer to break bread.

9.    What are the logistics?

A simple question, but often overlooked. Make sure your tour is set up in a logical way, enabling your spokespeople to get to/from their destination(s) as quickly as possible. Think hard about the viability of visiting a city with only one or two reporters who are important to you. Leave in some “wiggle” time in the event meetings run long, there are traffic issues, etc. You don’t want to be on BusinessWeek’s doorstep at 3:20 when you were supposed to meet at 3:00. Odds are the reporter won’t be available any longer. One last thing … confirm, confirm, confirm.