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Middle East, Regions

On the road with Jessica Parker

How a public relations pro from New York made an ambitious move to the Middle East for love, business, and travel. And some great PR tips, too.

Jessica Parker is a public relations and marketing consultant who went from the Big Apple to Beirut in pursuit of love and keeping work-life interesting. Jess led the NYC Travel Massive for many years and recently opened a Beirut chapter — here’s her story about what she’s working on.

What prompted your move to the Middle East?

It all started when I quit my corporate travel job to go on a trip at the end of 2016. I met a German guy and fell in love in Zanzibar of all places. It went from “commuting” to Berlin to Beirut when he was posted to Lebanon in 2017 for his job.

I have been happily surprised at how much I love it here and glad I took a chance. Hence, I want to encourage more people to visit and started Travel Massive Beirut to meet other like minded people.

Alexandra Talty, a travel writer based in Beirut, co-leads with me, which has been rewarding and helpful already, even though we’re in the early stages of building the community.

What suprised you most moving to Beirut?

I was surprised about how much I needed a change and to forge my own path. While securing new clients or explaining my location base for work isn’t always easy, I think the travel industry is the most understanding and encouraging.

Wherever my laptop and WiFi is, I’m in business.

Since being here, Lebanon has lit a new fire in me and passion to explore the country to share with others.

What’s the travel industry like in Lebanon?

The travel industry is a bit siloed even though many call Lebanon a village because everyone knows each other.

The travel treasures are all here from wineries to ski slopes, antiquities to modern boutique hotels. It’s just a matter of bringing everyone together to raise the positive tourism profile of the country, as they say a rising tide lifts all boats. And I have a sense of pride every time I see a glowing article of Lebanon when someone has come to visit and finds the diamond in the rough — aka the Middle East reputation and their own sordid past.

You’re now a digital nomad.
What’s the best thing, and the hardest thing?

The best is the freedom to choose your work and when. I pursue clients that I can get behind their values and product.

The worst can be the time difference and juggling deadlines when on the road. But it’s a small price to pay when I’ve been able to get around without having to ask my boss if I can go away and using my vacation days sparingly.

One of my clients is Nomadic Matt for TravelCon. We get a kick out of joining conference calls and sharing where we are dialing in from. Him in Paris, me in Beirut. Additionally, I’m working with American Society of Travel Advisors (ASTA), Kenya Airways, Walks and various projects through many referrals, so I’m quite fortunate.

Want to attend TravelCon in Boston, on June 27-29, 2019? Travel Massive members can use the code 75off for a special discount!

What are your top 5 tips to engage effective PR?

  1. Be genuine and not “salesy.” Know what you’re about or your brand, then say that.
  2. Be a problem solver and a source, whether it’s for your client or not. Many turn away something when it’s not about their client or self-serving directly. However, if you troubleshoot or call in another contact to make their deadline, the media will really see that you’re out to help and enjoy working with you, time and again.
  3. Manage expectations and be your own critic. Everyone wants to be in The New York Times or TODAY Show. But do you belong there? Is that your target audience? Read or watch and find how you fit in or move on. Put your energy where it’s productive.
  4. Look at PR as a long game. Everyone wants instant gratification and that only gets you so far. It doesn’t build loyalty, or as mentioned above, get you to be the ultimate media source, which will get you in the press more often.
  5. Networking. I cannot stress enough how valuable face-to-face connections are. And you get so much more intel and organic partnerships by having a conversation over drinks or coffee, rather than an email or banter on social media that’s public facing.

👉 Want to attend TravelCon in Boston, on June 27-29, 2019? Travel Massive members can use the code 75off for a special discount. Thanks Jess!


Connect with Jessica on Travel MassiveInstagram and at tripwhisperer.nyc.


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