I recommend downloading a copy, which you can find on TA’s Industry Resources page.

There is just one piece of advice in this long and useful document that I would disagree with. The guide recommends that, after sending your press release to your media contact list, you should “follow up with the journalist to ensure that they have received it”.

In my experience as a travel journalist, this is a no-no.

While it’s important to follow up with an email or phone call, it isn’t enough to just ask the journalist if they have received your press release.

It is irritating for a busy journalist to receive such calls and will put them offside right at the start.

Much better to call with something that will add value to your press release. Invite them on a tour, offer them some fabulous photographs (and I mean fabulous – they need to be professional, sharp, lively and absolutely to the point), or if you’re promoting a book or products, offer to send a review copy or samples, perhaps some reader giveaways too.

These are things that are worth the journalist’s time. Reassuring you that their email inbox is working – this is a waste of their time.

But this is just one point in a very useful document. Along with guidance on writing and distributing press releases, it includes information on TA’s Visiting Journalist Program – definitely worth getting involved in – and their Global News Bureau. Make sure that all your newsworthy information gets submitted to give you the best chance of exposure.

Our 7 Steps to Creating a Press Release Message for the Media might also be a useful resource for those of you wanting to go down the publicity route.

Media attention for your tourism business

We launched the Awards in late 2006 because we were coming across so many wonderful tourism businesses struggling to get the word out.

This was a chance for those smaller operators to win recognition, without a prolonged and time-consuming entry procedure.

We decided to invite a panel of judges from the tourism industry. This meant all entrants came to the attention of some influential tourism icons, including Australian Traveller magazine and national tour company, AAT Kings.

State winners won some excellent media coverage – each seeing between two and four editorials in their target travel and lifestyle publications – and the national winner, NingalooBlue.com, are now the proud owners of an OM4 online marketing website.

This year, we have equally influential judges on the panel, and some amazing prizes.

We’re thrilled to be welcoming the Executive Producer of Channel 9′s Getaway travel show, John Walsh, to the panel this year. Respected travel publisher, Quentin Long, will be representing Australian Traveller, and Les Cox, CEO of AAT Kings, is once again bringing his contagious enthusiasm to the judging process.

Each state winner will get an OM4Tourism blog-enabled website with hosting, design package and keyword analysis to kickstart their online marketing.

The national winner will also get a publicity campaign targeting national print and broadcast media, with global internet distribution as well.

The entry procedure is straightforward and quick. Register your interest now and you’ll receive information shortly on how to enter. To register, go to our Hidden Jewel page and scroll down to fill out the form.

Register now for the Hidden Jewel Awards