Rachel O'Reilly says she is sick of seeing ‘hundreds and hundreds' of press packs at travel trade shows and events.
In this week's ViewPoint video-clip she argues: ‘You're confronted with an absolute forest of paper at these shows.
‘PROs have obviously spent many hours diligently typing up press releases, but behind the nicely produced exteriors of press packs I often find loads of boring rubbish.'
O'Reilly states it is time to rethink the format of travel press packs, perhaps making them solely available online. She says that this argument is particularly pertinent given the fact that the travel industry is trying to promote its green credentials.
O'Reilly concludes that when press packs are necessary, they should be ‘short and sweet' with news angles clearly highlighted, because their raison d'être is purely coverage.
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In association with Radio Lynx CONTENT www.radiolynx.co.uk T 020 7349 2020