How to Host a Memorable FAM Trip: A PR Pro’s Guide
How to Host a Memorable FAM Trip:
A PR Pro’s Guide
Planning a media FAM (familiarization) trip is like crafting a cocktail – it’s easy to pull one together that’s good enough, especially if the destination or hotel you represent is fun. Often, journalists are just excited to experience something new. But for a fantastic cocktail, you’ve got to be very deliberate and mix your ingredients with care and skill. After decades of planning and executing FAMs for media and influencers around the world, here are my top tips:
Securing the RSVPs
Know Your Audience
Tailor the trip to match the interests of the journalists or influencers. Engaged participants create compelling content that resonates with their followers. Do your research on the invitees’ professional and personal interests. Understanding their niche helps you craft an exciting and relevant itinerary, ensuring that the content they produce will appeal to their audience and provide maximum exposure for your destination.
Have a Story to Tell
While aspects of the FAM can be tailored to the attendees, it’s also important to share a side of your destination that isn’t as widely reported but is authentic. Craft a narrative that ties together all the elements of the trip, offering a unique perspective that will intrigue your guests and provide them with fresh, interesting content to share with their audience that other outlets have not already covered a million times.
Planning the FAM
Mix It Up
Blend iconic attractions with hidden gems. This mix provides a rich, well-rounded view of the destination that should give them plenty to talk about. Mix in some unique, money-can’t-buy experiences, like a behind-the-scenes tour of a local art gallery, with experiences tourists can easily access. This variety keeps the itinerary engaging and ensures there’s something for everyone.
Plan for Flexibility
Journalists and influencers are juggling more than just carry-on luggage. Include downtime in the schedule to let them catch their breath and tackle other work. Let your guests have some solo time to explore. This freedom often leads to the most personal and engaging content. Flexibility also shows respect for their busy schedules and can make the trip more enjoyable for them.
Include Local Experts
Nothing beats the insights of local gurus. Their stories add depth and authenticity, turning a good trip into a great one. Local experts can provide unique insights and personal anecdotes that enrich the experience, making the content produced more compelling and authentic. These interactions can also highlight aspects of the destination that might otherwise be overlooked.
Ensure Comfortable Stays
Choose accommodations that combine comfort with local flair. After all, a well-rested journalist is a happy journalist. Comfortable and charming accommodations enhance the overall experience and make a positive impression. They provide a cozy retreat after a day of exploration and can be a highlight of the trip in their own right. If it’s important to get coverage for the hotel, make sure, at the very least, to include a property tour and meals onsite so they have plenty to write about.
DURING THE FAM
Be the Perfect Host
Whether you’re leading a group FAM or coordinating an individual trip with just a touchpoint or two, strive to be the perfect host. Your personal touch can make a significant difference. Ensure the group’s mood is positive, they are having a good time, and you’re knowledgeable enough about the destination to answer their questions. Show genuine interest in their experience, provide thoughtful insights, and be attentive to their needs. It can be exhausting being ‘on’ all day, but if you like people (and hopefully, if you’ve picked a career in PR, you do), it should also be fun and rewarding.
Leave Nothing to Chance
If meeting the journalist or influencer in person isn’t possible, ensure every detail of their stay is meticulously planned. Provide clear instructions and contacts for any issues or delays. Make sure they have your cell number for emergencies. Adding thoughtful touches can make a big impact – consider a well-curated welcome package in their hotel room or a personal greeting from the executive chef at a restaurant. These small gestures can make their experience memorable and show that you’ve gone the extra mile.
Communicate Regularly
Keep the lines of communication open. A pre-trip call sets expectations and clears up any questions. Regular updates ensure everyone’s on the same page, helping build rapport with your guests and promptly addressing any issues. Follow up with activity organizers or interviewees the day before you’re scheduled to visit to confirm everything is set. Have a contact number handy for any inevitable delays.
Encourage Social Media Engagement
Equip attendees with hashtags and social handles and encourage them to share real-time updates. Real-time social media posts capture the immediacy and excitement of the experience, reaching their followers instantly and generating buzz.
POST TRIP
Provide High-Quality Materials
Post-trip, arm your media guests with top-notch visuals and info, making it easier for them to create polished, engaging stories. Providing high-quality photos, videos, and detailed information helps them craft their content and ensures it accurately represents the experience.
Gather Feedback
After the trip, get feedback from your guests. Their feedback is gold for tweaking future trips. Understanding what worked well and what could be improved helps you refine your approach for future FAMs. Feedback can provide insights for the hotels and attractions you visit, enabling them to better meet the needs and expectations of their future media or influencer guests.
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