Editorial Strategy for Destination Marketing Organizations
The destinations that earn the best media coverage aren’t necessarily the ones with the biggest budgets. They’re the ones that understand how editors think. I help destination marketing organizations uncover the stories journalists want to tell—and package them in a way that leads to meaningful, credible coverage.
After more than 35 years working as both a travel publicist and travel journalist, I’ve learned one simple truth: Editors don’t publish destinations. They publish stories.
I’ve spent my career on both sides of that equation—developing stories for clients and writing them for some of the world’s leading travel and lifestyle publications, including Fodor’s, Lonely Planet, Southern Living, Saveur, Garden & Gun, and many others.
That dual perspective is what makes my approach different. I don’t just understand how destinations market themselves—I understand how editors evaluate stories, what travelers respond to, and how to bridge the gap between the two.
Why destinations hire me
Most PR consultants know how to pitch. Most journalists know how to tell stories. I’ve spent my career doing both.
I’ve worked as a travel publicist, editor, travel writer and lifelong traveler, giving me a perspective few consultants can offer. I know what destination marketers want to accomplish, what editors need to say yes, and what inspires travelers to choose one place over another.
That combination helps transform routine announcements into compelling editorial opportunities that generate credible media coverage and long-term visibility.
How I can help
Editorial Story Development
I uncover the stories hidden inside your destination—from emerging trends and local personalities to food, culture, wellness and outdoor experiences—and shape them into pitches that feel like journalism, not marketing.
Media Pitch Strategy
Every story deserves the right angle, the right publication and the right timing. I develop customized pitching strategies and write compelling media pitches designed to capture an editor’s attention.
Press Room & Media Kit Development
Your online press room should answer every question a journalist has before they ask it. I create and organize media resources that make covering your destination easy.
Messaging & Brand Storytelling
I help destinations articulate what makes them distinctive through editorial-quality website copy, media materials, visitor guides, executive messaging and long-form storytelling.
Editorial Consulting
Need a senior strategist without hiring another agency? I work alongside destination marketing teams as an experienced editorial advisor, providing strategic guidance, content development and media support on a flexible basis.
Who I work with
- Destination Marketing Organizations
- Convention & Visitors Bureaus
- Regional and state tourism organizations
- Boutique hotels and resorts
- Tour operators and experience providers
- Travel PR agencies seeking senior editorial support
A Simple Way to Get Started
Press Room Review — $350
Your online newsroom is often the first stop after a journalist opens your pitch. If essential information is missing, outdated or difficult to find, opportunities disappear before you even know they existed.
My Press Room Review is a comprehensive editorial audit that evaluates your online media resources from a journalist’s perspective. You’ll receive a written report identifying:
- Missing media assets
- Editorial weaknesses
- Organization and usability issues
- Storytelling opportunities
- Practical recommendations you can implement immediately
It’s one of the fastest, most affordable ways to improve your media readiness.
Ongoing Editorial Support
Many destinations need occasional senior-level expertise rather than a full-service agency relationship.
I offer flexible monthly consulting tailored to your needs, including:
- Story development
- Media pitch writing
- Press room updates
- Editorial planning
- Messaging refinement
- Strategic media counsel
Every engagement begins with a complimentary 30-minute discovery call.
Let’s Talk
If your destination has great stories but isn’t earning the media attention it deserves, I’d love to help. Together, we’ll create editorial opportunities that resonate with journalists, strengthen your destination’s reputation and inspire more travelers to visit.
Schedule your complimentary discovery call today.