Independent travel agents at last week’s Advantage Conference were encouraged to handle their own public relations and be creative in their approach.
Feilim Mac An Iomaire, head of public relations for betting giant Paddy Power, dished out advice to independent agents at the Provence conference, saying it was easy to do their own PR.
He advised agents to find their own brand purpose and remain true to it, to search the daily news agenda for PR opportunities, and to not be afraid of failing.
If agents want to be provocative, like Paddy Power’s PR campaigns, they should choose their target wisely, he added.
"It’s actually very easy to do it yourself, particularly with local media," he said.
"The success of Ryanair shows that if you do something different you’ll stand out and you’ll be able to make hay with it."
