Course Description

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The Makings of the Modern Travel PR Pro

This SkiftEDU course is a self-paced workshop, designed so that you can complete it in an intense series of days or experience it over multiple weeks, depending on your goals. It consists of 8 parts, jam-packed with material for you to consume, including lessons, video interviews with industry experts, and challenges. In addition to materials that you will learn from, there are prompts to get you to put what you've learned into action. You’ll gain fundamental PR skills, stay competitive within the industry, and impress your boss to boot!

Build a Breakout Travel Campaign - The best PR and marketing strategies are built on creative thinking. The more awareness you have of how industries that overlap the travel industry use PR, the more able you’ll be to make connections for your brand campaigns.

Define Success Through Measurement - Show a clear return on investment by setting goals upfront and properly tracking and delivering on them.

Craft Your Message and Media Distribution for Your Travel Campaign - Master the fundamentals of how to write, pitch, and understand the competitive media landscape.

Work with Influencers to Bolster Your Travel Campaign - Develop the right influencer campaign.

Get Placement in Print, Digital and Traditional Media Outlets - Print remains important for luxury brands within the travel industry as digital media commands constant attention.

Create Your Own Content and Lead the Conversation - Create, publish, and distribute content outside of traditional gatekeepers.

Create Corporate Social Responsibility Programs - Build meaningful CSR programs that are fully integrated into a brand.

Handle Crisis Communications in Travel - Advice for handling the unique emergency situations that can arise in the travel industry.

Team SkiftEDU

Course curriculum

  • 1

    Getting Started

    • Course Overview

    • Course FAQ

    • Course Contributors
  • 2

    Session 1: Build a Breakout Travel Campaign

    • Intro

    • What's Possible With a Great PR Campaign: Cathleen Johnson, Percepture Travel

    • Build a Travel PR Campaign

    • Requirements of a Great Travel Campaign: Cathleen Johnson, Percepture Travel

    • Lesson: Create a Breakout Travel Campaign

    • Create Inspired Travel PR Campaign Ideas

    • How to Build a Breakout Campaign Quiz

    • The Big Idea: Cathleen Johnson, Percepture Travel

    • Resources

    • Challenge
  • 3

    Session 2: Define Success Through Measurement

    • Intro

    • Steps to Setting Goals with Your Clients

    • How to Measure a Campaign: Sandra Fine, rbb Communications

    • How to Show ROI: Laura Davidson, LDPR

    • Lesson: The Barcelona Principles

    • Dos and Don’ts of Measurement

    • Lesson: Measuring a Campaign: Hampton By Hilton 'Seekender'

    • Qualitative vs. Quantitative Results

    • Define Success Through Measurement Quiz

    • Resources

    • Challenge
  • 4

    Quick Checkpoint: How's Class Going?

    • What Do You Think of Class?

  • 5

    Session 3: Craft Your Message and Media Distribution for Your Travel Campaign

    • Intro

    • How to Get Your Message to Your Audience

    • The Importance of Writing Skills: Jennifer Maguire, Jennifer Maguire Communications & PR

    • Storytelling and Successful Pitches: Laura Davidson, Laura Davidson PR

    • Press Release Sample: New Boutique Hotel

    • Press Release Sample: Family Resort

    • ​How to Craft the Key Messages of Your Travel PR Campaign

    • How to Pitch the Media

    • How to Pitch Digital Media Outlets: Laura Davidson, Laura Davidson PR

    • Craft a Powerful Message Quiz

    • Resources

    • Challenge
  • 6

    Session 4: Work with Influencers to Bolster Your Travel Campaign

    • Intro

    • Lesson: Understanding Influencers

    • How to Reach Your Target Audiences

    • How to Select Influencers: Maite Velez-Cuoto, rbb Communications

    • How To Select Influencers

    • Lesson: Influencer Campaigns: Turkish Airlines Case Study

    • Turkish Airlines #FortuneTraveller Showreel - Worldwide YouTuber Collaboration

    • How To Measure Success In Influencer Campaigns: Maite Velez-Cuoto, rbb Communications

    • How To Measure Results of Influencer Campaigns

    • How Strategic Alliances Can Support a PR Campaign: Laura Davidson, Laura Davidson PR

    • Influencers Quiz

    • Resources

    • Challenge
  • 7

    Session 5: Get Placement in Print, Digital, and Traditional Media Outlets

    • Intro

    • Travel PR in the Digital Age

    • Print Media in Travel PR: Jennifer Maguire, Jennifer Maguire Communications & PR

    • Lesson: Print and Traditional Media

    • Why Print Media Is Important For the Travel Industry: Laura Davidson, Laura Davidson PR

    • How to Maximize Results from Traditional Media

    • Get Placement in Print and Traditional Media Outlets Quiz

    • Resources

    • Challenge
  • 8

    Session 6: Create Your Own Travel Content and Lead the Conversation

    • Intro

    • Lesson: 5 Reasons Why Content Marketing Matters

    • Lesson: Incorporating Print Into Your Content Marketing Strategy

    • Rules for Developing Great Branded Content

    • Branded Content: Maite Velez-Cuoto, rbb Communications

    • Trends in Sponsored Content: Laura Davidson, Laura Davidson PR

    • How to ​Manage Content Creation and Work with Content Studios

    • Understanding Distribution

    • Create Your Own Content and Lead the Conversation Quiz

    • Resources

    • Challenge
  • 9

    Session 7: Create Corporate Social Responsibility Programs

    • Intro

    • Lesson: Types of Corporate Social Responsibility Programs

    • Lesson: Identify the Right CSR Program for Your Brand

    • Measurement of CSR Programs: Sandra Fine, rbb Communications

    • Corporate Social Responsibility Quiz

    • Resources

    • Challenge
  • 10

    Session 8: Handle Crisis Communications in Travel

    • Intro

    • ​What Constitutes a Crisis Situation in Travel?

    • Planning for Disaster

    • Crisis Communications: Cathleen Johnson, Percepture Travel

    • Lesson: What To Do In the First 10 Hours After a Crisis

    • How to Clean Up a Mistake Made Within Your Brand

    • Twitter Communication During a Crisis

    • After the Crisis

    • Handle Crisis Communications in Travel Quiz

    • Resources

    • Challenge
  • 11

    Course Completion

    • Course Completion: Your Feedback + Certificate
  • 12

    Bonus Content: Career Stories from the PR Pros

    • Intro

    • Essential Skills in Travel PR with Jennifer Maguire

    • Career Advice from Jennifer Maguire

    • How rbb Communications' Sandra Fine Became a PR Pro

    • How Jennifer Maguire Became a PR Pro

    • How Percepture Travel's Cathleen Johnson Became a PR Pro

    • How rbb Communications' Maite Velez-Cuoto Became a PR Pro

    • How LDPR's Laura Davidson Became a PR Pro