A public relations program must have a consistent series of press releases to consumer media in order to have any chance of success. Editors have consistently expressed appreciation for our well written, straight-to-the-point releases as they can easily make use of those parts they see as fitting their reader's interests. A steady stream of information establishes the client's track record with the media and builds the name recognition.
We custom-tailor the distribution of every press mailing. Our proprietary computer database contains more than 200 media categories segmented by demographics, location, media type and field of coverage. In addition to covering newspapers, magazines, freelance travel writers and travel trade publications, we can for instance, key release distribution to publications and writers specializing in travel to specific destinations, FIT and upscale travel as well as to broadcast media and AAA magazines or to geographic segments such as major markets or any airline's gateways. We would add those publications and categories that fit a client's demographic.
Gillies and Zaiser are experts at arranging group and individual press trips to every continent, often in cooperation with government tourist boards and/or other established entities. Our philosophy is simple - better to send quality vs. quantity. Trips have been arranged to such destinations as China, Greenland, Antarctica, Ecuador, Costa Rica, Scotland and Alaska and to properties all over the world. We vet all media visit requests in order to secure the best writers and publications. Each press trip itinerary is custom-tailored in consultation with the client and the media - further maximizing the exposure. Only senior staff escort group media visits, ensuring the best possible results, and acting quickly to make sure each participant is able to focus on their story angle.
We are in regular contact with the travel media regarding press releases, press trips, story angles, researching or writing material for articles or special sections, fact-checking and updating copy, and suggesting spokespersons for interviews.
Daily contact with the media ensures the client's message is always getting to the people who matter -- the consumer and agents. Our proactive approach involves media desk-side appointments, small lunch gatherings for media to meet and learn about the client's products, attendance at several large media marketplaces every year, and mining leading publications for new writers who write well and would be a good fit for featuring our client in a future story. We are always on the lookout for interview opportunities - helping to establish our client as experts in their chosen field.
We're very active in providing counsel to our clients, not only in the public relations aspects of their operations, but in planning and marketing; coordinating the public relations effort with sales drives and marketing campaigns for the maximum effect.
We also write direct-mail promotional letters, newsletters, speeches, brochures and video scripts; and edit brochure or other copy.