Contents
- What is a press tour?
- Goals of a press tour
- Preparation steps for a press tour
- Evaluation of press tour effectiveness
What is a press tour?
A press tour is a PR event organized in the format of an excursion for representatives of the media. As a result of such events, journalists and bloggers create video reports or articles, sharing their impressions of the company. Press tours are most often held at locations closed to the public, such as factories, production workshops, construction projects, or yet-to-be-launched resorts and exhibitions. However, such events often take place in accessible locations to attract additional attention.
Participants in press tours include journalists, bloggers, and public figures seeking exclusive information about the company. The excursion is usually conducted by a representative of the organization who shares information about the company's achievements, organizes buffets, and gives gifts.
Press tours may also be organized by government bodies to promote attractions or new cultural sites in the region. For example, in 2023, a press tour was organized by the Administration of the Gomel Region in Belarus.
Goals of a press tour
The main task of a press tour is to increase brand recognition and customer loyalty. Depending on the informational occasion and PR strategy, other goals may also be highlighted:
- Familiarizing the media with the company: A press tour can be organized to introduce journalists to a new product, service, or company management. The program usually includes a tour and a press conference to demonstrate the company’s openness.
- Presentation of a new product: A press tour often includes the announcement of new products. Journalists are given the opportunity to learn about and test the new product.
- Announcement of a launch: Companies conduct press tours to inform about new branches, facilities, or technological solutions, emphasizing their environmental initiatives.
Preparation steps for a press tour
Organizing a press tour requires careful preparation and consideration of several factors:
- Formulating the goal: This determines which media outlets and speakers will be invited, as well as the event program.
- Determining the date and format: It is important to coordinate the date with key events such as anniversaries or awards, and to choose a format that considers the target audience.
- Creating a guest list: PR specialists should select journalists based on their interests and the topics of their publications.
- Preparing an announcement: The event announcement should contain information about the benefits for guests.
- Creating an event program: Includes a schedule of tours, press conferences, and meals.
- Logistics: It is necessary to plan transportation for guests and their comfort during trips.
- Presentation package: Includes product samples, brochures, and branded souvenirs.
Evaluation of press tour effectiveness
The effectiveness of a press tour is assessed by the number of publications and their reach. Additional criteria may include:
- Received photos and videos that can be used in marketing materials.
- Sales volume after the materials are published.
- Number of signed partnership agreements.
Companies may also organize press tours to announce new events or openings, which helps attract customers and ensure a large flow of visitors in the initial days. Effectiveness in such cases is measured by the number of new customers and interest in the products or services.