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


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). Note: A technical glitch during the live session means the first 15-20 minutes after the introductions are without panellist videos, before normal service for the remaining 40 minutes.

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, spoke 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, which was followed by a Q&A. Resources for this webinar include names of UK-based PR travel agencies, networking organisations and industry events.

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: As this webinar has taken place, you will receive the recording and resources almost immediately. If you don’t receive anything within a few hours, please email [email protected]

This was the fourth in a series of webinars curated and hosted by travel journalist and editor Meera Dattani. It was sponsored for the first time by 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. If you write about positive impact adventure/experiential travel, email here.

Thanks also to Talking Travel Writing who support and promote these events. TTW is a Substack newsletter that promises to demystify the travel media for freelancers forging a career in travel writing. Follow on Twitter.

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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