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PR Pulse Report August 2020

By Kristen Bonilla 08/19/2020

The PR industry survey clearly indicated an industry need for robust media and trend reporting. To address this, Visit California will deliver a monthly PR Pulse Report with insights from Visit California and its agency partners, trends, successful pitches and what’s new in the world of influencers.

Manage your Visit California email subscription settings to start receiving this report by email:

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If you have any questions or would like to share suggestions for making this email series more helpful, please contact Domestic Public Relations Manager Kristen Bonilla.

Media Trends from MMGY NJF
More than five months into COVID-19’s spread throughout the U.S., travel and lifestyle coverage continues to shift to account for everchanging traveler preferences.

Editorial Trends from Meredith
Our partners at Meredith have compiled 2021 editorial calendar from each of the brand’s travel-related publications to help you with your long-lead pitching.

Additionally, they’ve offered the below insights on editorial pivots, as the consumer tolerance for “travel inspiration” messaging is waning. As states begin to reopen, consumers want to know what they can do now.

Editorial Pivots:

Fall Trend: Remote Learning
The widespread adoption of distance learning will free many families to travel this fall. According to Destination Analysts, when asked about fall travel related to virtual learning, Californians are more likely to travel relative to the US as a whole. 50% of Californians — versus 34.5% of total US respondents — indicated they were more likely to take additional family trips this fall if not constrained by a traditional schedule.

The remote learning trend has been reported in The Points Guy and Adweek. Four Seasons Resort Punta Mita has received a lot of coverage for its “Knowledge for All Seasons” program, complete with WiFi, popsicles and study cabanas.

Media Updates
The pandemic continues to force media outlets to reconsider how they do business, especially in the travel space. Here are some recent impacts:

Trending Pitches & Story Ideas
Visit California’s earned media team continues to pitch stories to keep California top of mind, as well as respond to topical reactive leads. Below is a list of successful pitches over the summer and samples of the resulting coverage.

Most viewed story ideas for July in the Visit California Media Center:

While two of the top four story ideas are new and themed around outdoor experiences. The two Instagrammable pieces are more than a year old, showing virtual and photogenic content is still highly sought after by media.

Influencer Content
The pandemic-driven boost in time spent on social media platforms, expected to hold through the end of 2020, has had a mixed impact on influencer content.

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