The LRC Philosophy
Any given destination, regardless of the size or budget has a story (or many) to tell, waiting for just the right communications team to help share it with the world. That’s what the Laurie Rowe Communications philosophy is all about.
Our team is committed to creating strategic, results-oriented, quality programs and services that produce tremendous results at reasonable costs.
Give them what they want
Gone are the days of long, traditional press releases. It’s imperative to capture the attention of the media within seconds of receiving your pitch. LRC has perfected the craft of the short pitch and it pays off for our clients, every day. Short, succinct messaging makes it easy for the media to cut and paste, increasing chances of publication. But, most importantly, our pitches inspire hundreds of journalists and bloggers to tell the stories of our clients, in digital and print magazines and newspapers; in blogs and on social media, that inspire their readership to travel. Savvy digital influencers and bloggers know what’s trending and we are there to provide them with that time-sensitive story.
Make it easy
Our goal is to make it easy for the media to write, publish, post and share the stories of your destination. Few journalists work a 9-5 day; many write at night or early in the morning to meet their deadlines. Tired of trying to answer that last-minute request for information or high-resolution photos? Don’t miss out to a competitor on the opportunity to be in an article because they beat you to the punch. We package creative, strategic content with your high-resolution images, host it on the TravelMediaPressRoom and make it available to journalists, 24/7–so you don’t have to. Pair that with LRC’s long-standing and ever-growing relationships with the media and it’s a win-win-win. (Because a published article = a win for you, a win for the media, and that is a win for LRC.)
It’s all about the (media) relationship
Effective media relations is more than one-to-one communication. It is presentation and outreach and matching pitches and press trip invitations tailored to journalists’ individual interests. Customization is key. When it comes to press trips and media visits, LRC works in conjunction with destinations to determine the most compelling itineraries in order to garner the highest results from hosting thoroughly vetted, qualified and targeted members of the media. Vetting the media and determining what level of assistance to offer when requested is a tough, yet delicate, process. There is no one-size-fits-all approach. LRC has the experience and tools to help with the decision, as well as the professional response. (Many of our clients tell us this is one of their favorite, time-saving benefits of working with LRC!) With LRC, each media visit has a customized itinerary, and we rarely host a press trip larger than 3-4 journalists at a time. Listening to the media, being aware of the needs of both the clients and the visiting journalist, has helped to forge hundreds of trusted relationships between the LRC team, media and our client destinations. To maintain that trust and level of professionalism, LRC clients always receive the benefit of working with experienced PR professionals and reap the rewards of our more than 70 cumulative years of working with travel and lifestyle media.
The Three R’s: Research, Results and Reports
Because Laurie Rowe and her team have worked for CVBs and Chambers of Commerce and reported to a board of directors and community stakeholders, we make reporting a vital piece of the LRC programs. We believe in accountability and ROI, so we report on all account activities and published results. With the advent of digital media and literally thousands of published articles to report, LRC has a senior-staff level director to streamline a system that researches and captures every single published result. We do it all—so you don’t have to.