Brands are constantly seeking ways to differentiate themselves and resonate with consumers on a deeper level. In a conversation with Doug Simon, CEO of D S Simon Media, Mikey Sadowski, Vice President of Global Communications at Intrepid Travel, and Amy Skelding, Managing Partner of the UK Travel Practice at FINN Partners, discuss the critical role of purpose-driven content, the power of local storytelling, and how PR is essential in crafting and promoting authentic brand narratives.

Mikey kicks off the conversation by highlighting what sets Intrepid Travel apart from other adventure travel companies. “What truly distinguishes Intrepid is their commitment to small group travel, local leadership, and responsible travel...you're going to be seeing the destination with someone who's from there, who has friends there, and who knows all the spots and hidden gems," he explains.

Doug builds on the discussion by asking about the importance of local stories, particularly in purpose-driven campaigns. Mikey emphasizes, "The main thing is really centering local voices and perspectives in our stories."

Mikey goes on to describe Intrepid's approach to incorporating local perspectives into their narratives. "We have offices in 30 countries around the world. So, whenever we're pitching a story about Peru or India, we're going to talk to the Peruvian team and the Indian team, and make sure their voices are really heard," he explains. This emphasis on "internal journalism" ensures that the stories Intrepid shares are authentic and rooted in local realities.

"It's about not having PR fluff,” Amy echoes Mikey's sentiments, adding that authenticity is crucial in crafting compelling stories. "The stories come from the source as opposed to being a PR lead story," she says.

Doug then asks Amy to expand on how PR professionals like herself effectively promote purpose-driven content.

According to Amy, the key to effectively promoting such content lies in building trust with editors. "It's still back-to-basics PR in terms of earning the trust of those editors who know what you're talking about,” she affirms.

Doug’s next question to Amy addresses a common challenge: standing out in a crowded market. Amy acknowledges the difficulty but emphasizes that every brand has a story worth telling, suggesting, “a much more sensible place to start is instead of talking about brand, it's talking about people.”

Doug builds on Amy’s point, agreeing that it makes sense to prioritize the stories over the brand and then see how the brand naturally fits as the best example within that narrative. He continues the conversation by noting, “One way to try and stand out is with new product introductions,” and asks Mikey to share his insights on the timing and strategy behind launching a new product.

Mikey introduces the concept of the "red thread" that connects all of Intrepid's stories. "We never like to look at a story in isolation. It's always about how it's setting up something in the future or how it's a continuation of work in the past," he explains.

When considering the timing of a product launch, Intrepid asks two key questions: "Why now?" and "Why Intrepid?" Mikey elaborates, "When we have a strong and solid answer to both of those questions, we know we're on to something good."

Amy adds that timing is indeed critical. "Some launches are timely, others require careful planning to ensure they hit at the right moment," she explains.

Mikey also stresses the importance of giving PR a seat at the decision-making table. "PR really has a big seat at the table when it comes to decision-making," he says. Treating PR as a strategic partner rather than just a distribution center allows for a more successful campaign.

D S Simon Media is well known as a leader in the satellite media tour industry and produces tours from its studio and multiple control rooms at its New York headquarters. Clients include top brands in healthcare, technology, travel, financial services, consumer goods, entertainment, retail and non-profits. Established in 1986 the firm has won more than 100 industry awards.

View all of the interviews in the “PR's Top Pros Talk” series. Interested in taking part? Contact Doug Simon at [email protected].