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A press trip is a trip organized by the host (e.g., tourism association, company) to give journalists and bloggers the opportunity to get to know a place, product, or service on site in order to report on it. The goals are to gather information, ask questions, and experience products in order to generate authentic “stories” for reporting.
Objectives of a press trip
Direct insight: Journalists can form their own impression of a place or situation and gather facts.
Authentic content: By experiencing the location firsthand, journalists can tell “stories” based on concrete examples.
Networking: Press trips offer the opportunity to get in touch with organizers, producers, and other media representatives.
Schedule and organization
Program design: There are different programs, from tightly scheduled trips to more relaxed trips with plenty of free time for your own explorations.
Travel and accommodation: Participants often have to organize and pay for their own travel to and from the departure point.
Key content: The itinerary is tailored to the specific theme, e.g., wine tastings on an F&B press trip.
Important aspects
Independence: Reporting should remain independent, even if travel expenses are covered by third parties.
Responsibility: Responsible media outlets such as ZEIT and ZEIT Online have clear guidelines stating that travel should be paid for by the traveler, even if exceptions are made for research purposes. Transparency: While influencer trips often require disclosure, this is not always the case for press trips by journalists.
For small businesses, startups, or freelancers on a tight budget, one question often comes up: Is it possible to publish a press release for free – and does it actually have any impact? The good news is: yes, there are indeed free ways to distribute a press release. The not-so-good news: without a clear strategy and quality content, your press release can easily get lost in the crowd. In this article, we’ll explain what’s possible, what to watch out for, and which free platforms are worth considering.
Press releases are a classic public relations tool. They are used to inform media outlets, journalists, or even the general public about company news – such as product launches, services, partnerships, leadership changes, or events. When written well, a press release can generate significant reach, especially if picked up by news outlets.
The biggest advantage is obvious: no direct costs. For startups, small companies, or non-profits, this makes press releases an attractive way to gain visibility without straining the marketing budget.
Some free press portals also offer basic reach through their own websites, RSS feeds, or social media sharing. From a search engine optimization (SEO) perspective, having the release online – with relevant keywords and backlinks – can also help improve visibility.
Free press release platforms do have their downsides. Their reach is often limited, and the quality of the platforms can vary greatly. Many free sites publish every submission without editorial review, which means your press release may be buried under a flood of other content.
In addition, free platforms rarely offer targeted distribution to specific journalists or media lists. Features like image uploads, dofollow links, or category targeting are usually only available in premium (paid) versions.
Here are some reputable free platforms where you can publish your press release at no cost:
Tip: When choosing a platform, consider its professional appearance, Google visibility, and whether it allows backlinks.
Even when publishing for free, content quality is critical. A press release is not an ad – it should follow journalistic principles:
Even with zero investment, you can increase the impact of your press release. Here are some proven strategies:
Publishing press releases for free is absolutely possible – and can help you gain initial exposure. However, content quality and smart distribution are key. By combining several free platforms, crafting professional content, and using your own channels effectively, you can build real visibility even without a budget.
In the long term, a combination of free and selected paid distribution methods may be ideal, especially if you're aiming for coverage in industry-specific or high-authority media. But for initial outreach or lower-priority announcements, free platforms are a real opportunity.
Unlike B2C, B2B marketing rarely relies on quick impulse buys. Instead, it’s about long-term investments and complex decision-making. Video offers three main advantages here:
Successful B2B video strategies combine information with trust-building formats:
Video is powerful, but not a silver bullet. Common challenges include:
“In B2B, video isn’t about showmanship – it’s a tool. Its value depends on clear goals and integration into the customer journey.”
To truly turn video into a sales driver, companies should consider:
Video isn’t a magic bullet, but it is one of the most powerful tools in B2B marketing. It helps communicate complex messages clearly and emotionally, strengthens brand perception, and can directly boost conversion rates. Whether it’s the “key” ultimately depends on how strategically it’s used. Companies that integrate video across the customer journey significantly increase their chances of closing more deals and building lasting relationships.
Influencer marketing is no longer just a trend – it has become a core element of modern communication strategies. As traditional advertising continues to lose impact, more companies are turning to influencer relations: the strategic and long-term building of relationships with influencers. But what does that really mean? What should businesses consider – and how can they get started? This article answers the key questions.
Influencer relations refer to the targeted cultivation and maintenance of relationships between brands and social media opinion leaders – the so-called influencers. Unlike short-term campaign-based influencer marketing, influencer relations focus on ongoing dialogue. The goal is to build trust, align values, and enable the creation of authentic content.
The term is modeled after traditional media relations – where companies maintain communication with journalists – but in this case, the focus shifts to today’s digital storytellers.
People trust people more than ads. Studies show that social media users often place more trust in influencer recommendations than in traditional advertising. This is especially true for younger audiences aged 16–35, where influencers play a key role in shaping opinions, consumer behavior, and lifestyle trends.
While one-off influencer campaigns may be seen as just “ads,” long-term relationships foster credibility and a more natural brand presence. Authenticity is the cornerstone of success here.
Traditional influencer marketing usually focuses on one-off collaborations – for example, to launch a product or run a seasonal campaign. Influencer relations, on the other hand, prioritize consistency, mutual exchange, and partnership.
Example: In traditional influencer marketing, an influencer might promote a product once. In influencer relations, they become a brand ambassador who regularly creates content, offers feedback, and may even be involved in product development.
To build strong influencer relations, businesses should take a strategic approach:
Not all influencers are the same. Here’s a rough classification by follower count (can vary by industry):
Even long-term influencer relationships should be evaluated. Common KPIs include:
For long-term partnerships, it’s helpful to review goals regularly and adjust strategies as needed.
Influencer relations go far beyond sponsored posts – they’re about building genuine relationships, mutual respect, and shared goals. Brands that embrace this mindset can turn influencers into true ambassadors who speak authentically to their audiences.
In an era of information overload and ad fatigue, this approach offers a real opportunity: people follow people – not brands. But brands can become part of real stories if they’re willing to listen, invest, and build trust.
A media monitoring report – also known as a press clipping report or media coverage summary – is a key tool in public relations. It documents how a company, brand, or topic is represented in the media. Whether used for internal reviews, client reporting, or evaluating the success of PR campaigns, a well-prepared media report provides clarity, transparency, and a solid basis for communication strategy. But how exactly do you create one? In this article, we guide you through the process step by step.
A media monitoring report is a collection of media mentions across various channels such as print, online, TV/radio, or social media, where a particular topic, company, or spokesperson is featured. It provides a snapshot of when, where, how, and in what tone a brand or topic has been covered by the media.
A comprehensive media report can include a variety of media types:
Depending on your goals, you may focus more heavily on certain types of media – for example, online-only, or including social listening results.
What do you want the report to achieve? Is it to track a specific campaign, provide a monthly overview, or monitor certain issues like sustainability or crisis topics? The purpose will shape the structure.
Choose a reporting period – it could be daily, weekly, monthly, or linked to a specific event or launch.
Media tracking can be done manually (via Google Alerts, searching news websites, etc.) or with professional tools like Meltwater, Cision, Brandwatch, Talkwalker, or pressrelations. Make sure to set the correct keywords, brand names, spokespersons, and topics.
Gather all relevant mentions in a document – including publication name, date, author (if known), link or scan, and ideally a screenshot or PDF. For each item, analyze:
You can structure the media report by media type (print, online, broadcast), date, or topic cluster. Include a clear table of contents and – optionally – a short executive summary with highlights.
Media reports can be presented as a PDF, PowerPoint deck, Word file, or in an online dashboard. Key elements for a professional look:
Be careful with copyright when including full articles. In many countries (including Germany), redistributing full-text media content without a license may violate intellectual property rights. Instead, you can:
A media monitoring report is more than just a list of articles – it’s a strategic tool. Whether you're measuring campaign success, monitoring brand reputation, or preparing for a board meeting, a well-structured media report offers valuable insight into public perception. It empowers communication teams to respond proactively, demonstrate ROI, and plan better for future campaigns.