- 1. The editorial angle worksheet
- 2. The journalist invitation template
- 3. The day-by-day programme template
- 4. The media kit list
- 5. The coverage tracker
- 6. The short logistics checklist
- Going further
A preview
1. The editorial angle worksheet
A press trip starts with the story you want to see told, not with the venue. Fill in this one-page worksheet, get it signed off internally, then stop changing it: it is the compass of the project.
The angle in one sentence Formula: "This trip shows that [brand] [does / defends / invents] [what], and proves it through [central experience]." Your sentence: ...................................................
The angle test (3 questions: three yeses, or start again)
- Can a journalist sum it up as an article headline without naming the brand?
- Is it new for their readers, or already seen a hundred times?
- Can it be proven on site, with people, places and gestures, and not only with a speech?
The 3 key messages (what you want to see repeated, in the journalist's words)
- ...................................................
- ...................................................
- ...................................................
The proof points to show on site (one per message)
- ...................................................
- ...................................................
- ...................................................
Tone Tick one, not three: understated luxury / enthusiastic and technical / relaxed lifestyle / committed / other: ........
The 5 photographable moments (what you already know is visually strong)
- ...... 2. ...... 3. ...... 4. ...... 5. ......
Possible article angles (give 3 to 5: a trip that gives a journalist three possible stories is a trip that gets covered)
| Angle | Target outlet or section | Proof on site |
|---|---|---|
What we will not say (sensitive topics, embargoed information, questions the brand will not answer): ...................................................
The common thread A working title for the trip, a word or an image that returns from the first day to the last: ...................................................
Control rule: any programme idea, gift or set design that does not follow from this worksheet is removed.
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