In niche markets such as the gay and lesbian traveler, your potential customer is easier to reach as compared to the mainstream traveler. Why is this? Quite simply, compared to the mainstream and multicultural markets, there are fewer media outlets and web sites that focus on travel and travel related stories. While more limited than other segments, there is ample opportunity to build visibility for your property through media relations. Combining media relations with public relations will give you a one-two punch to really make an impact.

To provide context for this article, let's first define what I mean by public relations and media relations because they are quite different. "Public relations" means anything in the "Jeff's Top Ten List" below that directly involves dealing directly with gay and lesbian travelers without a filter. The term "media relations" refers to anything in the list below that involves a conversation with a gatekeeper or opinion maker like a reporter or an editor.

Right off the bat, let's be straight, you don't have to be gay to build an effective, low-cost, high-impact public relations and media relations campaign aimed at the gay traveler. However, you do have to have a familiarity with the gay, ...