Working smarter with travel PRs: What can travel journalists do to foster better relationships and results?


Travel PRs are often told what they can do to help travel journalists, but what can we as travel media do to help them? Do we understand their roles and restrictions, whether multi-client agency or in-house? What are we sometimes getting wrong and how can we develop excellent, longstanding relationships that will help us get better stories and support?


Travel Writing Webinars by Meera Dattani is supported by Talking Travel Writing. This webinar is also sponsored by Adventure Travel Networking (ATN).

In this webinar, Fiona Anderson, company director at specialist travel PR agency GEC PR, Kasper Iversen, Press and PR manager at Visit Denmark, and Sophie Morgan, Partner at global travel PR agency Finn Partners, will chat to Meera Dattani about PR and journalist best-practice, how travel journalists should approach requests for support and information, explore issues around expectations and boundaries, travel PR ethics and what not to do. The webinar includes a Q&A and attendees are welcome to send questions in advance. Resources will be sent with the recording.

About the topic
For many travel journalists, working with travel PRs, agencies and tourist boards is a key part of our work, whether requesting information, images, or support/hosting for a feature, and productive, positive relationships can be the key to great stories. But while PRs are often told what not to do and say to travel journalists, they rarely get the chance to tell us their behind-the-scenes. This webinar aims to explore how we can get the most out of travel PR relationships, answer questions around travel PR-travel journalist dynamics and address any burning issues.

NOTE: When you buy this webinar, please register for the Zoom itself – the link will be in the first email you receive. Anyone who registers for any webinar will receive a recording and any resources within one week of the live session. If the webinar has taken place, you will receive the recording and resources immediately.

This is the fourth in a series of webinars curated and hosted by travel journalist and editor Meera Dattani. This webinar is supported by Talking Travel Writing, the Substack newsletter that promises to demystify the travel media for freelancers forging a career in travel writing. Follow on Twitter.

Also, welcome to Travel Writing Webinars’ first sponsor Adventure Travel Networking (ATN), an award-winning organisation founded by Pru Goudie that promotes adventure and experiential travel with a positive impact. As well as an annual two-day hybrid Conference & Marketplace in London (2025 dates: 25 and 27 February), the twice-a-year spring/autumn ATN Media Meet-up connects the adventure travel community with key travel media during an informal networking event with a panel session. The next event is on Tuesday 9th April 2024 in London. If you write about positive impact adventure/experiential travel, email here.

Panellist bios

Fiona Anderson is a Company Director at specialist travel and lifestyle PR agency GEC PR. Fiona has enjoyed a 25-year PR career, and her travel client experience includes premium tourism brands Aitken Spence Hotels, Conrad, Kimpton and Hilton Hotels. Over the years, she has represented destinations as diverse as Central America, India, the Maldives, Jamaica, the Philippines, and Kyoto in Japan. Fiona is also a Fellow of the Tourism Society.
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Kasper Iversen is PR & Press Manager at VisitDenmark UK, the official Danish tourism board. Born and raised in Denmark, he graduated as a journalist from the Danish School of Media & Journalism and The University of Hong Kong. In Copenhagen, he worked for DR (Danish Broadcasting Corporation) and for Politiken, the largest newspaper in Denmark, including two years as an in-house travel writer. He worked in London as a journalist, magazine editor and PR consultant from 2016 before joining VisitDenmark.
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Sophie Morgan is a Partner at Finn Partners, and has represented global luxury brands at agencies in London and Sydney; she currently represents Tuscany Tourism, Italian Government Tourist Board, Visit Jersey, Baros and Milaidhoo Maldives, Silversea and Savoy Signature at Finn Partners. In her previous role at Black Diamond, she looked after Japan, Korea, New South Wales, French Polynesia. Sophie likes to take a holistic approach to tourism marketing, observing the positive impact it can have from an environmental, social, and economic perspective.
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Meera Dattani (host) is a freelance travel and culture journalist, senior editor at and founder of Travel Writing Webinars, with bylines in Wanderlust, Evening Standard, BBC Travel and others. Former Chair and Events Director of the British Guild of Travel Writers, she is also a mentor, awards judge, and a speaker and moderator on external panels about travel writing, DEI and the travel industry.
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