Coaching for DMOs, Travel PR Teams & Hotels
Get the journalist perspective you rarely get to hear.
Travel PR professionals spend countless hours pitching journalists, planning press trips and pursuing earned media—but rarely get candid feedback from the journalists on the receiving end.
Why does one pitch catch a journalist’s attention while another gets deleted? What makes a press trip worth attending? What causes a journalist to keep working with one PR professional—and stop responding to another?
After more than 20 years as a working travel journalist, I offer private editorial coaching that gives travel PR teams and destination marketing organizations a candid look at what happens on the other side of their outreach.
This isn’t generic media training. It’s firsthand insight from someone who receives pitches every day, attends individual and group press trips, works directly with editors and PR professionals, and regularly turns PR outreach into published editorial coverage.
What Your Team Will Learn
Sessions are customized to your team and can include:
Pitching That Gets Attention Learn what makes a pitch stand out in a crowded inbox, why good pitches sometimes fail, how to develop stronger story angles and how to make it easier for a journalist to say yes.
Planning Better Press Trips Get a journalist’s perspective on individual and group press trips, from invitations and itineraries to pacing, expectations, interviews, activities and follow-up.
Building Stronger Media Relationships Understand what journalists value in their relationships with PR professionals, what can damage those relationships and how to become a trusted resource journalists want to work with again.
Live Pitch & Strategy Feedback Bring real pitches, press trip itineraries, story ideas or media challenges to the session for candid feedback and practical recommendations your team can put to work immediately.
Who It’s For
- DMOs and CVBs
- Tourism boards
- Travel PR agencies
- Hotel and resort marketing teams
- Destination marketing professionals responsible for media outreach
It can be especially valuable for newer team members who want to better understand how journalists evaluate pitches and press opportunities, as well as experienced teams looking for candid outside feedback and a fresh perspective on their earned media strategy.
Coaching Options
In-Person Team Coaching
A private, interactive coaching session conducted at your office or organization. This four-hour intensive gives your team direct access to the journalist perspective, with coaching tailored to your organization, clients and current earned media goals.
Includes:
- Four hours of private, on-site coaching for your team
- Coaching across three core areas: pitching, press trips and media relationships
- Real-time feedback on your pitches, story angles and/or press trip itineraries
- Practical tools, templates and examples drawn from real-world assignments
- Tailored feedback specific to your destination, clients and upcoming initiatives
- Dedicated time for open Q&A
- Up to seven days of brief follow-up clarification by email on topics discussed during the session
Designed for teams of up to six participants to allow for meaningful discussion and individualized feedback.
Available within approximately 60 miles of Laguna Beach, California. Custom proposals are available for larger teams, conferences, industry events and engagements requiring travel.Remote Team Coaching
A private virtual coaching session via Zoom that brings the journalist perspective directly to your team, wherever they’re located. Remote coaching is ideal for distributed teams, agencies with employees in multiple markets, or organizations looking for a flexible professional-development option.Sessions are customized to your team’s experience, clients and earned media goals.Can include:- Coaching on pitching, press trips and media relationships
- Real-time feedback on pitches, story angles and/or press trip itineraries
- Practical tools, templates and real-world examples
- Tailored feedback on current clients, destinations and initiatives
- Dedicated time for questions and discussion
- Brief follow-up clarification by email on topics discussed during the session
One-on-One Earned Media Coaching
Private virtual coaching for individual travel PR and DMO professionals who want personalized guidance from a working travel journalist.This option is especially useful for newer professionals who want to better understand how journalists think and work, as well as experienced professionals who want candid feedback on a specific challenge, pitch, press trip or earned media strategy.Sessions can focus on:- Strengthening pitches and story angles
- Understanding what journalists are looking for
- Improving media outreach and journalist relationships
- Planning more effective press trips and individual media visits
- Reviewing pitches, itineraries or upcoming initiatives
- Working through a specific earned media challenge
Why Work With Me?
I’ve been a professional travel journalist since 1996, with work published by National Geographic, Travel + Leisure, Fodor’s, Lonely Planet, Robb Report, Outside, AAA and other national outlets.
My perspective comes not only from decades of pitching, reporting and producing editorial coverage, but from ongoing relationships with editors, tourism boards, PR agencies, hospitality brands and destination organizations.
Most importantly, I’m still doing the job.
That means the guidance I share isn’t based on how travel media used to work. It comes from what I’m seeing in my inbox, on press trips and in conversations with editors and PR professionals right now.
A Journalist’s Perspective—With Editorial Independence
My coaching is designed to help PR professionals better understand how travel journalists work, evaluate pitches, approach press trips and build productive media relationships.
Sessions may include feedback on sample or past pitches, story angles and itineraries as learning tools. Coaching does not include advising clients on how to secure coverage from me, influencing my editorial decisions or guaranteeing coverage in any publication.
My paid coaching work and my work as an independent journalist remain separate.Let’s Talk About Your Team
Every PR team and DMO has different needs, so coaching sessions are customized rather than one-size-fits-all.
Contact me to tell me a little about your team, what you’d like to improve and whether you’re interested in in-person, remote, or one-on-one coaching.