FAIRNESS for Earned Media

Earned media has become a challenge for independent writers, journalists, and publications.
PR agencies are hired to get FREE promotional articles published in news publications.

• WTN is looking for journalists who support the concept of fair compensation when working with PR agencies on Earned Media.
• WTN is also seeking PR agencies and professionals supporting journalists in this effort, and are ready to adjust.

Why?

• Journalists and publications use their time and resources without compensation to promote destinations, tourism brands, research projects, or events.
• This may be okay for bloggers and influencers who are satisfied with getting a free FAM trip occasionally, but it becomes a matter of surviving or not for serious, mostly independent news outlets.
• The World Tourism Network supporting SMEs in the travel and tourism industry is taking a stand and wants those that receive “earned media pitches” to say:
  • Unless you or your client work for free, please don’t try to push content promoting a business, a destination, an event, or research unless you demonstrate a good faith effort so that our publication/ blog/ Video Channel can become a part of the earning process – directly or indirectly.

• This campaign calls for tourism boards, the public sector, and stakeholder brands (private sector) to enable their PR agencies and marketing professionals to show respect for journalists and recognize their contribution to the global travel and tourism industry.

WTN journalist members and PR professionals are invited to register for this initiative.