PR is many things – relationships above all: with brands, publications, bloggers, content creators and those in social and traditional media who tell strong, authentic stories.
At MMGY Grifco we act as a creative ‘glue’, fashioning and advising on narratives that showcase what’s important about our clients and that we want their key audiences to read and see. We work with the best writers and creators across the spectrum and when we pitch we do focus of course on the traditional metrics of reach and engagement. To be effective, though, we also understand the need to focus on people rather than just on publications – on individual interests, specialisms (and no-goes), being mindful of the challenges each writer faces in a media landscape that’s modulating fast.
Nothing stands still. Print is alive – there are still new publications springing up and specialist readerships to reach. Digital, though, is still king. Yet the media landscape is changing, grappling with the imperatives, benefits and drawbacks of paywalls, subscriptions, memberships, Apps, blogs and platforms like Substack. Then there’s the might of the AI LLMs, and the need to engage with the kind of content that feeds their voracious appetite.
As ever, then, our PRs need to read with pace and volume, noting the shifts, the eddies in taste and the imperatives of the new. In response, we have to adapt our pitching, effectively driving coverage that makes a difference.
Editors have always looked for innovation, but the launch of a new hotel – while significant – often doesn’t cut it. Refurbs and renovations rarely make the grade. What , then, does innovative pitching actually look like? How can we keep long-standing clients with little ‘news’ front of mind along with new clients eager to see significant, swift, results?
Part of adapting to the fast-changing media landscape is widening the net and recognising different reader-spaces where engaged, niche audiences are choosing to spend their time. Blogs and Substack – often created by experienced journalists or highly credible creators – offer a level of depth, personality and direct reader connection that traditional outlets cannot always match. Their subscribers are typically opted-in, loyal and highly engaged, making them valuable channels for more considered storytelling rather than just quick wins. In a landscape shaped by algorithms and AI, these platforms also punch above their weight: well-crafted pieces are preferenced in searches, and shared within communities. Sometimes they even inform and drive wider media narratives, creating trends.
What does this mean for our pitching?
- Research from Skyscanner shows TikTok is now the leading source of travel inspiration for Gen Z in the UK (59%), followed by Instagram (51%). This identifies a changing shift in travel discovery towards short-form, visually-driven content
- PRs need to incorporate scroll-stopping video content: platforms such as TikTok and Instagram prioritise Reels in their algorithms since these showcase destinations, hotels or experiences in an engaging, memorable way, and are highly shareable. Reels also align with how audiences make travel decisions – relying on and trusting authentic, real-life content rather than polished promotional imagery
- Being brave: confidence is everything, as is generosity. Think about pitching big ideas or destination-led features even when just one of your clients might fit the bill: what’s key is to conceive story ideas that work for the journalist and publication, all the while keeping our client front and centre, while suggesting other clients (perhaps not ours) that help to make the story work. It means approaching the process with a collaborative mindset, aiming to spark lightbulb ideas that help the writers bring the story successfully alive
- Awareness: roundups continue to dominate in digital media and AI search tools and LLM summaries pull through list-style content as quick, trusted answers. How can we get eg three clients into “top 10” or “top 50” features in a way that feels natural and useful to editors? Again, this is the opposite of pitching properties in isolation – its about finding the right hooks, seasonal trends, personalised interests for travellers, regional angles, or experience-led ideas that make inclusion feel like an easy fit
- Target LLMs: as we continue to learn and evolve in the era of AI and LLMs, being aware of how they prioritise is key to boosting client visibility. The authenticity / authority matters. So does range beyond A List media – blogs, social, and community forums. Concise structure, and list-based content is also key
- Data is an essential tool in shaping smarter, more effective pitching. From understanding what topics are trending, to analysing where we are travelling and why, data allows PRs to ground their ideas in real insight. Used well, it helps us refine our storytelling, identify gaps in the media landscape, and demonstrate the relevance of our clients in a compellingly measurable way
Smart pitching isn’t about shouting louder, it’s about thinking sharper – and as the landscape shifts, so should our approach. By blending strong relationships with data, LLM-friendly storytelling and a spirit of generosity, travel PR becomes more effective, more collaborative and far more interesting.
