Wooing the press with a media marketplace. (Public Relations).

Travel associations often rely on a public relations tool called a media marketplace to allow members with small budgets to pitch ideas to scores of media at a minimal cost. Media marketplaces--essentially miniature trade shows for the media--have been used successfully by the Travel Industry Association of America (TIA), Washington, D.C.; Society of American Travel Writers, Raleigh, North Carolina; and Public Relations Society of America, New York City. Associations representing interests in the fields of health and fitness, consumer products, business services, computers, and software could all potentially take advantage of this public relations tool.

For the press, a media marketplace represents the perfect synergy of time and content. Because the events are informal and open only to the press, media can spend as much or as little time as needed meeting with public relations professionals. Media that attend these events can discuss story ideas; collect press kits, slides, and photo CDs; and schedule interviews with senior executives. For association members, the media marketplace helps them reach media that they might not connect with otherwise.

Media marketplaces can also be a great addition to trade shows. In 1999, TIA added a media marketplace to its International Pow Wow-a large trade show promoting travel to the United States--to make it easier for the international media and U.S. exhibitors to exchange information. A separate three-hour media marketplace now allows the media to find whom they need quickly with no distractions from non-media attendees. The marketplace was so well received that time is now set aside for a reverse media marketplace where the media sit at tables and are approached by public relations spokespersons.

Here are some tips for association executives who may want to consider hosting a media marketplace.

* Determine where a critical mass of media exists. A media marketplace will only work in a location with significant media. Cities like New York, London, and Chicago are tailor-made for this kind of event. Trade shows with large media attendance (more than 100) are also good opportunities.

* Focus on promotion. Use the largest press list you can get for your invitations. Consider such incentives as serving food at the event, sponsoring prize drawings, or providing giveaways. Also host the event at a convenient or interesting location, and time it so few, if any, competing media opportunities.

* Keep it cost effective. View the media marketplace as an opportunity to assist your members or convention participants, not as a source for additional income. TIA, which hosts media marketplaces in the United States, Japan, Brazil, and the United Kingdom, charges less than $500 per event to participate.

Submitted by Mike Pina, manager of communications, Travel Industry Association of America, Washington, D.C. (www.tia.org). E-mail: [e-mail].