In line with global trends, the media landscape in Australia and New Zealand is undergoing rapid evolution and change. The digitalisation of media has led to a proliferation of new opportunities, while putting great pressure on traditional media organisations to evolve and adapt. The pool of directly employed travel journalists has shrunk significantly, as syndication and duplication across titles increases. Integration is a major theme as the lines between the travel and media industries blur; Major travel companies have become publishers while media entities simultaneously have launched into selling travel. The rate of change is mind blowing.
Best practice PR must always be ahead of this curve, creating new story telling opportunties by understanding market trends and interests and how that relates to the product or client destination. The previous holy grail of securing placements in publications with huge readerships is changing in favour of narrowcasting high quality contextual placements with relevant and compelling narratives. The timeless PR truth remains that great relationships with media are paramount, but new relationships need to be forged in less obvious, non-traditional places. And to connect the dots between inspiration and conversion, the integration of trade calls-to-action in PR placements sets Gate 7 PR apart from the competition.
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Whether you’re looking for an ongoing PR presence in Australia and New Zealand or have a short term publicity opportunity you want to maximise, Gate 7 can help.