Today we came across a very interesting post from PSFK founder Piers Fawkes, who believes that PR firms need to abandon the concept of the “press trip”. Why? Because the practice of paying for reporters to travel in the hopes that they will offer positive coverage of a client is no longer sustainable–and Fawkes writes that “public relations executives are impeding media by failing to understand” that the modern digital newsroom requires journalists to publish every day instead of chasing stories about clients.
We have a few questions, the first of which is: Why haven’t we been invited on press trips? (Just kidding.) Seriously, though: How often does your firm send reporters on trips? Is the investment worth the return? Should PR teams stop expecting the media to come to them and start knocking on more doors? Will the press conference itself become irrelevant?