On June 23th, PR Newswire held a Media Coffee that was themed "Communications Through Travel Trade Publications," in Shanghai. Over 10 marketing and PR professionals from several companies including Fiji Island Tourism, Tourism Authority of Thailand, Jinjiang Hotels, the Renaissance Shanghai Yuyuan Hotel, Millennium Hongqiao Hotel, Travelzen, Yododo, HUBS1, Shanghai Far East Boats attended.
Media Coffee: Communications Through Travel Trade Publications
Mr. Ning Ding, Shanghai Bureau Chief for China Travel News, Mr. Yan Le, Senior Reporter of China Business News and Ms. Iris Dai, Editor of PR Newswire Asia were invited as guest speakers to share their insights on communications through travel trade publications and press release writing with the attending guests.
Mr. Ning Ding, Shanghai Bureau Chief for China Travel News
Mr. Ning Ding pointed out the common mistakes made when writing press releases and gave advice on how to draft a press release for an event or when sending product promotion information.
Mr. Ding suggested that companies provide a long press release to meet the different needs of financial media and trade publications. He also exhibited some press releases to explain how to ensure that a press release possesses news value.
Mr. Yan Le told the attendees what travel industry news interests financial reporters and ultimately gain media exposure. Mr. Le advised that financial reporters have interest in information on corporate finance rather than promotions. Industry news and feature reports on company executives also attract attention.
Mr. Yan Le, Senior Reporter of China Business News
Ms. Dai, from PR Newswire Asia gave some recommendations on writing a good press release:
+ When writing a press release, PR professionals should include keywords in headlines to build visibility for the press release. Don’t use more than 30 words for news headlines.
+ Companies should include company profiles and a website at the end of the press release.
+ High resolution photos will help clients gain media exposure. Travel reporters like to collect pictures for future use.
+ The press release should quote an executive in the first two paragraphs.
Ms. Iris Dai, Editor of PR Newswire Asia
The guests were quick to thank PR Newswire Asia staff at the end of the event for giving them the opportunity to update their news writing skills, and for the chance to communicate with journalists personally and to understand their interests.
About PR Newswire Asia's Media Coffees
For over 50 years, PR Newswire has provided electronic distribution, targeting, measurement and broadcast services on behalf of tens of thousands of organizations worldwide, covering media communities in 170 countries. PR Newswire Asia hosts regular Media Coffees, bridging media with corporate PR professionals to discuss the latest developments in the communications field. PR Newswire Asia has continued this tradition since 2002 by hosting regular media coffees in Beijing, Shanghai, Shenzhen, Hong Kong, Taiwan, and now, Singapore. This has assisted hundreds of PR professionals in expanding their communications networks by directly interacting with local reporters and editors.
