What is a press tour?
A press tour involves going to see journalists rather than having them come to you. The spokesperson goes through a series of 30 to 60-minute meetings—in newsrooms, over coffee, or via video call—with journalists selected one by one. The goal isn't always an immediate article; it's to be identified as a reliable source on your subject.
Press tour, press junket, or press conference?
All three formats bring a spokesperson and journalists together, but in different ways. The press conference brings everyone together in one place. The press junket brings journalists to you, often for a launch. The press tour does the opposite: the spokesperson travels to them.
| Format |
Who travels |
Journalists |
When to use it |
Limit |
| Press tour |
The spokesperson |
One per meeting, often 6 to 10 in total |
Entering a market, getting known |
Takes several days of the spokesperson's time |
| Press junket |
Journalists, often with travel paid |
Several, hosted together |
A launch with something to show on site |
Cost, independence concerns |
| Press conference |
Journalists, to a single venue |
All at once |
Major announcement, strong news |
Empty room if the company is unknown |
Why is a press tour well-suited for entering a new market?
A company that is unknown in a country doesn't have enough local news to fill a room. However, a journalist will often accept an introductory meeting if the subject is relevant to their beat and if the spokesperson offers an outside perspective on their market.
In France, geography makes this easier: 54.38% of journalists with a press card work in the Île-de-France region (2026 Social Barometer from the Assises du Journalisme). Two days in Paris are enough to meet a large portion of the national tech and business press. In the United States, the same approach would require visiting several cities.
How do you prepare for a press tour?
- Select 6 to 10 journalists whose beat matches your subject, rather than just targeting the biggest media outlets by default.
- Prepare a specific angle for each meeting, including data or an insight into the local market.
- Train the spokesperson on local issues and, if necessary, on interviewing in the local language with a media training.
- Plan the follow-ups: promised documents, reminders, and upcoming news.
Learn more
To approach each journalist: how to approach a journalist. For a well-organized and followed-up press tour in Paris or Europe: our public relations support.
Last updated: October 2026
