CTC-30 Kicks Off Today with News Media Seminar

The Caribbean Tourism Organization (CTO) will present an educational seminar at its 30th annual Caribbean Tourism Conference, starting today, to help delegates better understand and work with the news media.

The seminar, which will address some of the most critical issues in working with the press, will take place during the conference’s general session today at 5:00 p.m. at the Puerto Rico Convention Center in San Juan, Puerto Rico, and features a panel discussion with leading members of the North American and Caribbean media.

Panelists include Gay Myers, senior editor, Travel Weekly; Melanie Reffes, award-winning, Canada-based travel writer; New York-based Caribbean writer, broadcaster and marketer Bevan Springer; and Janet Silvera, senior writer for Jamaica-based The Gleaner newspaper.

Areas to be explored include: how to send press material, good and bad press releases, how and when to pitch a story; when a story is pitch-worthy; when to send releases, the importance of accuracy, and when and how to follow up with journalists

According to Hugh Riley, director of marketing, The Americas for the Caribbean Tourism Organization, this one-hour session is designed especially for public relations people representing both CTO member-countries and specific-products relating to the destinations including resorts, spas, restaurants, airlines and tours.

“It is no secret that coverage of a destination, resort, attraction, or event is considered by journalists and editors based on both the news value but also the impression the press materials leave and whether interest is piqued via contact between journalists and public relations representatives,” said Riley. “We felt the best way we could help delegates understand the ins and outs of working with the media was to enlist the media themselves to tell them. We’re very appreciative of the panel’s participation.”

The Caribbean Tourism Conference attracts tourism industry officials representing Caribbean governments, hotels, airlines, cruise lines, travel agents, tour operators, strategic partners and media representatives from around the world.