Life in high-tech PR is filled with travel. There is no
getting around it. From tradeshows to client meetings to road shows to hosting
press junkets, travel is just a part of the business. While travel delays are certainly frustrating
(let’s just say I had a really bad streak of luck in 2014) and flying cross
country and around the world can be exhausting, there are some key benefits
from travel that are invaluable.
Time with clients face-to-face is so important. As great as
the promise of video conferencing is, it really is not the same as an in-person
meeting, especially when you are mapping out new messaging or strategies. The
back and forth banter as you work through a topic really does lead to the best
results. Tradeshows also provide an opportunity to relax and get to know the
people you work with on a daily basis. Many an inside joke has been created in
settings such as this – how else would you learn who are the closet BeyoncĂ© or
diehard Cubs fans?
The same idea applies to building relationships with the
press and analysts. This audience is so important to the work we do on a daily
basis and personal relationships can really make a difference. However, these
days, press and analysts are dispersed all over the country. A publication can
be based in New York, but it’s highly likely the editorial team is spread from
sea to shining sea. So what is a PR pro to do?
At Connect2 we do as much as we can to maximize our travel
to get that all-important face time with our press and analyst colleagues. As
much as budgets allow, we encourage our clients to host a press and/or analyst
day at their corporate headquarters. When done right, these events give the
press and analysts valuable insight into the company, their customers,
executives and product managers they don’t normally have access to. The time
they spend on campus can really deepen their understanding of who the company
is and what they are trying to accomplish.
There are also great opportunities to have individual
conversations with the press and analysts that have nothing to do with the
client. I have learned about the ups and downs of the college applications
process from an analyst whose kids are older than mine. I’ve also had the
chance to hear about a potential career move before it actually happened. All
of this makes the connections stronger and increases the chance that my email
will get answered over some unknown person.
We also try to have fun with our press and analyst friends.
In the past we’ve hosted “No Pitch Nights” at major industry tradeshows. We
pick the last night of the show and invite all of the press and analysts that
are attending to a baseball game without any clients present. After all the
craziness of the week, everyone appreciates the opportunity to sit back and
relax and NOT hear about the latest and great product announcement. We’ve even
kept it simple and taken a handful of journalists out for tapas and cocktails
at smaller tradeshows for the exact same results. We get the chance to learn
more about the people we talk to everyday and they get a chance to just have
fun.
The opportunities I’ve had to get to know people in person
all over the world make the long days and even longer airplane rides totally
worthwhile.