Tourism PR and free press trips

Tourism PR is a niche in itself. How do you build the reputation and awareness of a location when there is so much competition? I'm currently in Sardinia (Italy) on holiday. Apologies about the sound on this episode. I couldn't help look at some PR from the island. Not surprisingly much of it is focused on tourism. One of the tools in the tourist PRs arsenal is the FAM trip. In this short episode I talk about some of the elements needed to make it a success.