Public Relations Services

The Vendor is required to provide comprehensive media relations and communications services for the fiscal year 2027
- Our media outreach has historically focused on bourbon tourism, equine heritage, and agritourism experiences.
- The next phase of our PR strategy will prioritize elevating agency from a strong regional destination to a nationally recognized travel experience.
- Media Relations & Pitching
•    Proactive, ongoing, and creative media outreach
•    Media outreach will be conducted in two buckets: (1) destination and (2) executive presence (positioning agency tourism executive staff as tourism leaders and experts)
•    Pitch development and distribution
•    Creation of a monthly message/pitch calendar
•    Media monitoring and reporting
- Press & Media Materials
•    Occasional press release writing and distribution to local/regional outlets
•    Media kit updates and maintenance
•    Talking points and messaging support as needed
- Familiarization (FAM) Trip Management
•    Planning and coordination of familiarization trips
•    Media and influencer outreach and invitation management
•    Pre-trip briefing materials and itinerary development (in collaboration with agency Tourism staff)
•    Post-trip follow-up and coverage tracking
•    Organize “desk-side” briefings and in-market media events with key media outlets in target markets (states, etc.)
- Influencer Management
•    Identification and vetting of relevant travel influencers
•    Outreach, negotiation, and relationship management
•    Campaign coordination and deliverable tracking
- Strategic Planning & Counsel
•    Quarterly strategic planning sessions
•    Regular consultation on communications opportunities and challenges
•    As needed, provide strategic crisis communications counsel and support, understanding that extended crisis response or on-site support may require separate scoping and approval
- Reporting & Measurement
•    Monthly reports should include pitches sent, active media relationships, placements secured, and estimated earned media value; firms should indicate which monitoring platform or tools they use to track coverage and reach.