Six Tips for Pitching to MICE Media

September 08, 2024
MICE Media writer taking notes at a business event

For destinations, staying ahead in the meetings, incentives, conferences, and exhibitions (MICE) industry means staying in the headlines of MICE media. When pitching to MICE writers, it’s essential to have a clear strategy that resonates with the business events industry’s unique demands.

These six tips are critical to ensuring any media pitching lands successfully with MICE journalists who decide what destinations do—and do not—make it into their publications.

1. Pitch Authentic Stories

Meeting planners and decision makers aren’t just looking for interesting or trendy stories in MICE media. They want to understand what makes a particular destination or venue truly unique and capable of hosting an exceptional meeting or event. 

Rather than presenting a one-size-fits-all pitch, focus on the distinctive qualities your destination offers to showcase its authentic facets. For instance, if your destination provides transformational experiences that can deeply engage participants, pitch it. If there is a cultural immersion angle to your destination, pitch it. If your destination offers experiences that cannot be replicated elsewhere, pitch it.

Attendees look to connect with the local culture in meaningful ways, and MICE media professionals are seeking stories that deliver that message. By highlighting these standout factors, you can effectively differentiate your pitch and give journalists something more interesting to work with in their reporting.

2. Stay Abreast of MICE Media Trends

Staying current with industry trends is essential for crafting a compelling pitch. MICE writers are always looking for what’s new and relevant to their specific audiences. To stay ahead, you must be aware of the latest industry talking points.

For example, wellness offerings and sustainability have become important topics in the MICE industry. Destinations that can incorporate wellness into their meetings or demonstrate a commitment to sustainability are likely to attract more interest from MICE media. 

Additionally, staying informed about the challenges facing the business events industry is vital. Knowing how your destination can offer solutions to common challenges for meeting planners will make you that much more newsworthy for MICE media coverage.

3. Be True to Your Strengths

While it might be tempting to present your destination as the perfect spot for all types of events, the reality is that most places aren’t a one-stop shop for everything. Instead, it’s more effective to hone in on what your destination does best and focus your pitch accordingly.

For example, if your destination excels in hosting incentive trips and small meetings rather than large conventions, lean into that. By emphasizing your strengths, you can position your destination more strategically and make the story clearer for journalists to tell. 

This targeted approach not only helps to attract the right kind of business events coverage but also ensures that meeting planners and decision-makers will understand what you’re offering more clearly.

4. Tailor Your Pitch to Journalists

The MICE media landscape is relatively small, and within it, there’s a significant difference between freelancers and on-staff writers or editors. It’s essential to tailor your pitch accordingly. 

Freelancers often pitch their stories to the same editors who might also be receiving pitches directly from in-house writers. Therefore, sending the same pitch to both freelancers and staff writers can lead to redundancy and frustration. Know your publications and who works with who to streamline your pitching.

And consider their specific needs. Freelancers might be more interested in fresh, untapped angles that they can sell. Staff writers, on the other hand, might be looking for content that aligns with their publication’s ongoing themes or editorial calendar. Understanding this distinction and crafting your pitch to fit each recipient’s needs can significantly increase your chances of getting mentioned.

5. Embrace Data’s Power

In the world of MICE media pitching, data is an incredibly powerful tool. A pitch that can demonstrate measurable success will often write the story itself. When possible, provide concrete data that shows how your destination has successfully hosted events.

For example, you could highlight statistics on attendee satisfaction, return on investment, or the economic impact of previous events held at your venue. By leading with results, you provide MICE writers with the evidence they need to justify covering your story. 

Data-driven pitches not only stand out but also give the writer a solid foundation to build upon, making their job easier and your pitch more likely to succeed.

6. Collect Testimonials

Testimonials and quotes from meeting planners who have successfully hosted events at your destination will also boost pitches.

Building a bank of testimonials from satisfied clients can make your pitch more persuasive and provide the sway needed to back up your claims. Quotes from reputable meeting planners can serve as endorsements, helping to drive the message home that your destination or venue is a proven success. By preparing these testimonials in advance, you streamline the pitching process and make it easier for writers to craft a compelling story.

Looking to get your destination in front of MICE media? DCI has more than 60 years of pitching destination stories to all types of journalists. Get in touch with Cathy Preece at cathay.preece@aboutdci.com to learn more about tapping into our agency’s business events marketing strategies.

Written by

Rebecca Austin

Senior Account Executive