Media Masterclass 2016

Tuesday October 18, 2016

Mariella Frostrup and Family Traveller highlight trends for PRs to watch in 2017

Holiday opportunities for learning new skills will be a trend to watch out for in 2017, according to Mariella Frostrup. The TV presenter and journalist was speaking on the panel at the Tourism Society’s Media Masterclass in London earlier this week, on Tuesday 18th October.

Other trends highlighted by the speakers included summer family activities in the Alps, sports-related travel, and an increase in action/adventure holidays.

The panel was chaired by Andrew Dent (founder and chief executive, Family Traveller), Sue Bryant (cruise editor - Sunday Times), Susan Ward Davies (travel and lifestyle editor, ELLE) and Jane Anderson (editor, Family Traveller). The event attracted over 80 PRs from across the UK keen to gain insights into how best to develop their relationship with journalists to ensure their story gets to the top of the list.

As well as the emerging trends shown above, another key message from the panel was the need to catch the vlogging wave and build strong relationships with vloggers to generate content - digital innovation is a must to ensure the widest opportunity for material to be published.

Gregory Yeoman, Executive Director of The Tourism Society, commented: “Each year this event is a real success and PRs continue to come away with a great deal of useful information. The new powerpoint-free format this year worked very well and allowed much better audience participation. We will continue to develop the event to make it as useful as possible.”

The Media Masterclass was supported by TravMedia and Crowne Plaza London - the City.