In-Person Coaching for DMOs & Travel PR Teams
Learn how to work more effectively with travel writers—and translate stronger pitches, smarter press trips, and more strategic outreach into meaningful editorial coverage.Led by travel journalist Sharael Kolberg, these in-person sessions offer a clear, candid look at how travel journalists evaluate ideas, choose assignments, and decide which trips to accept.This is not theory. It’s how coverage actually happens.All sessions are conducted on-site at your office or preferred location—I will come to you. Travel can be coordinated based on your team’s needs.Customized Consulting
Each session is customized based on the organization’s goals, media experience level, destination focus, and editorial objectives. Drawing from more than 20 years of experience working with editors, tourism boards, PR teams, and destinations, sessions offer candid insight into how journalists evaluate pitches, press trips, story angles, and media relationships today.Who It’s For
These sessions are designed for:- DMOs and CVBs
- Tourism boards
- Travel PR agencies
- Hotel and resort marketing teams
- Destination marketing professionals responsible for media outreach
Half-Day Coaching Session
A focused, in-person session designed to help your team refine how you pitch, plan, and collaborate with travel media.This four-hour intensive combines three core areas that directly impact editorial outcomes:Pitching Story Ideas Journalists Want to Cover How to craft pitches that get opened, read, and considered for assignment—along with what causes them to be ignored.
Planning Press Trips Journalists Rave About How to structure trips that are editorially valuable, thoughtfully paced, and more likely to lead to coverage.
Getting Journalists to Say Yes to Your Press Trip What makes an invitation stand out, what writers need before committing, and the details that influence decision-making.
Throughout the session, we’ll work through real examples and apply the insights directly to your destination, clients, or upcoming initiatives. Alternative topics can be tailored to your team’s goals and media outreach needs.What You’ll Gain
- A clearer understanding of how travel journalists think and work
- Stronger, more targeted pitches and story angles
- Press trips that better support the reporting process
- More effective media outreach and follow-up strategies
- Practical tools you can use immediately
Includes:
- Private, on-site coaching for your team
- Three separate sessions covering pitching, press trips, and media outreach
- Real-time feedback on your pitches, story angles, and/or itineraries
- Practical tools, templates, and examples drawn from real assignments
- Time for open Q&A
- Tailored feedback specific to your destination, clients, or upcoming initiatives
- Include up to 7 days of brief follow-up clarification via email related to topics discussed during the workshop.
Details:
- Designed for teams of up to 6 attendees to allow for tailored feedback and discussion
- 4-hour in-person session tailored to your organization’s goals and media outreach needs
- Sessions are typically held from 9 a.m.-1 p.m., though timing can be adjusted based on your team’s schedule
- Transportation within a 60-mile radius of Laguna Beach is included. Additional travel expenses may apply for locations outside the area or longer than 90 minutes
- Coaching sessions provide editorial guidance and media strategy support only. Media coverage and publication are not guaranteed
Booking Information:
Sessions are available for PR agencies, destination marketing organizations, hospitality brands, tourism teams, conferences, and industry events.
• Custom proposals available based on team size, format, and location
• A signed agreement and deposit are required to secure session dates
• Travel fees may apply for in-person engagements outside Southern California
• Both one-time workshops and ongoing consulting arrangements are available