Great news! A journalist is coming to experience your property, business, or destination firsthand on a FAM trip, a curated visit designed to showcase what you offer and generate potential media coverage. Now what?
A successful FAM trip doesn’t happen by accident. It requires thoughtful planning, strong storytelling, and a deep understanding of both the journalist and their audience. Here’s how to get it right.
Know Your Journalist: Preparation starts well before arrival. Take time to understand the journalist or creator you’re hosting, which means more than just reading their latest articles.
Know their preferences: favorite foods, dietary restrictions, drinking habits, and even how they like to structure their day. Do they prefer free time in the morning to write, or in the evening to unwind? The more insight you gather upfront, the more tailored and successful the experience will be.
Know Their Audience: It’s not just about the journalist, it’s about who they’re speaking to.
Make sure the experiences you’re planning align with their audience’s interests and expectations. While a journalist may be open to trying something new or unconventional, consider whether it will resonate with their readers or followers. Relevance is key to securing meaningful coverage.
Highlight Your Heroes: Don’t overlook the obvious. Every business has standout features, including signature dishes, iconic views, and must-see experiences.
Make sure those “hero” elements are front and center in the itinerary. These are often the moments that make it into coverage, so give them the time and attention they deserve.
Sweat the Details: Small touches can make a lasting impression.
Whether it’s securing the best table in the restaurant, providing a personalized gift, or arranging seamless transportation, details matter. A FAM trip is one quick opportunity to make a lasting impression; every element should feel intentional and polished.
Give It Space: It can be tempting to pack the itinerary with as much as possible, but more isn’t always better.
A rushed schedule can dilute the experience and make it harder for media to fully engage, capture content, and reflect on what they’ve experienced. Build in breathing room and allow moments to unfold naturally.
Before the trip, ask your guests what pace they prefer and tailor the schedule accordingly. A well-paced itinerary leads to better storytelling.
Bring in the Experts: As PR professionals, it can be tempting always to be the spokesperson, but the real stories come from the people behind the scenes who make everything happen.
Whenever possible, introduce media to chefs, sommeliers, or other subject-matter experts who offer depth, authenticity, and unique perspectives that elevate the topic at hand.
Be thoughtful about who you include. Make sure your experts are media-ready, and help guide the conversation so it’s engaging and valuable for everyone involved.
A well-executed FAM trip isn’t just a visit; it’s an opportunity to shape perception, build relationships, and inspire stories that travel far beyond the experience itself.