MARKETING TIPS

Checking A Reporter's Authenticity: A guide to evaluating press trip and interview requests 

In today's media world - with its mind-bending explosion of cable TV programming, niche interest magazines, self-designed web sites and blogs - it is sometimes hard to know who is a legitimate journalist and who isn't. This is particularly true in travel journalism, which attracts a higher-than-average number of freelance writers and independent production companies. While accommodating press trip or interview requests from such contacts can lead to great coverage, marketers should do some screening before setting anything up to ensure the "journalist" isn't just someone looking for a free trip or, even worse, a disgruntled patron "fishing" for information to use against the organization in a chat room, blog or discussion board.

According to Fraser Seitel, author of The Practice of Public Relations, it should be standard operating procedure for a marketing or PR person to question a purported journalist before revealing information, arranging an interview or setting up a site visit. Several of Seitel's "foolproof methods" for checking a reporter's authenticity are very relevant to the travel industry where fam trips are a frequent part of doing business with the media.

1. Determine if the Story has Been Assigned 

Freelance writers often do research "on spec." That is, they use their own initiative to come up with story ideas, interview authorities, write the story and then submit it to determine publication interest. There is no guarantee that the article will ever see the light of print, so agreeing to spec interviews or press trips may just result in a big waste of time for you and your organization. Our suggestion is proceed with "spec" stories only if the journalist has a strong track record of getting published. If the reporter insists the story has "been assigned" by an editor, ask them to…

2. Name the Editor 

This is a legitimate request that helps to "smoke out" any deception or exaggeration on the reporter's part. If the reporter is legit, he/she will simply provide the name and you can call or e-mail to verify their assignment. In some cases they may already have a letter of assignment, specifically for this purpose.

3. Call the Editor 

Take the opportunity to confirm the story assignment. Most editors will appreciate your sentiment and either corroborate the reporter's claim or set the record straight. Your conversation with the editor is also a perfect opportunity to probe him/her for details on the story.

A Note About "Comps" 

Freelance travel writers and independent production companies frequently have to cover their own expenses, so many of them will ask for complimentary rooms and/or meals during their visit. While this doesn't necessarily make them illegitimate, keep in mind that most major publications (such as the Chicago Tribune) won't allow their staff writers or contributing freelancers to accept "comped" rooms. If the journalist says they are on assignment from a major pub and asks for a comp, it should raise a red flag. Smaller and more niche publications will allow their writers to accept comp's, however, and cable networks buying independently produced shows (like Travel Channel or Food Network) don't typically have rules against it.

Ask the Department of Tourism 

It doesn't hurt to get a second opinion. The Department works with a number of freelancers and might recognize the name or worked with the writer before. Give them a call and explain the situation.

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