Resources: Preparing for Promotion

Folders & Press Kits

Tips for Presentation Folders and Press Kits

Kit Folder for Presentation of Materials

Kit folders with double pockets will hold a variety of materials: visitor guide, brochures, maps, etc., as well as DVDs. The folder can be used for various purposes such as an orientation kit for tourism businesses to the area, business attraction package for tourism and economic development, welcome package for meeting attendees and press kit for media relations, FAM tour kit, marketing programs, industry development training materials, etc. Not limited to tourism use, the folders could be utilized by the economic development office, the Chamber, the municipality and the Regional District. Digital print technology allows for economical low-volume options providing professional-quality outputs without the need for traditional high-volume print runs.

Press Kit for Media Relations

A press kit for media relations is an essential tool for any community that intends to support a media relations program. Whether working with media in person (FAM tours) or by distance, providing key information and support is vital to ensure facts and information about the destination are available. Develop a section on the tourism website that provides a convenient summary of information required by travel writers. Once completed, ensure the regional DMO, Destination BC and the Canadian Tourism Commission receive the link to the new media section on the tourism website, as many of the media visits will be generated through these sources. Hard-copy press kits can be created and sent to media prior to or upon their arrival.

Samples of media support are available on a variety of websites by tourism organizations such as

a. Media content tips include: quick facts about the area, story ideas, CD or DVD of sample images that are available in high resolution suitable for print media, maps, visitor guide, key contact list, detailed itinerary of FAM tours planned during their stay in the community, with all inclusions noted.

i. A fact sheet or “list of facts” needs to be compiled into one reference source where information about your area can be easily accessed. This resource is ideal for media to understand the area in order to write stories, for researchers writing copy for the website, for feature stories or press releases, and for businesses needing information. Maintaining a quick reference of key facts will be more efficient as it presents one version of verified facts rather than having individuals conduct their own research from multiple sources, which may not be accurate or up to date.

1. Utilize information from sources listed in your Situation Analysis, tourism inventory, BC Stats Community Profile, local community profile, existing local websites and other sources.

2. Update on a regular basis.

3. Post information on the community website as well as the media page (or cross-reference appropriately).

4. Fact checking third-party sources for accurate editorial should be an ongoing process and, where websites or publications do not have adequate or accurate information, corrections or additions should be forwarded to these sources with links back to the Quick Facts page of the community website. Web links to the Quick Facts information should be sent to any businesses or organizations that are promoting or doing research for the area, whether they are for third-party websites, travel guides, media, etc.

5. In addition to the Quick Facts, any text written for the area (under contract or by agreement), where possible, should remain under copyright to the lead tourism organization and content should be shared with other stakeholders to ensure the information is utilized. Editorial copy written for media press releases or feature stories should also be posted on the website and made available for any businesses that need information for promotional purposes. Check copyright on any material before use.

b. Pre-written stories, along with all other information noted above, must be available on the web with links to corresponding websites from the media section of the official tourism website.

c. Produce both print and web versions of information and update as required

d. To qualify media, forward a media profile template for completion by any media who have approached your community directly. This will also serve as a contact follow-up form if media does visit the area.

Additional tips for press kits and working with media can be found as part of the Destination bC Travel Media Relations Tourism Business Essentials® workbook.