A summit by the Young Professionals Society at ASTA's recent Global Convention in Miami featured journalism and mass communication expert Lynne Farber, who shared helpful advice for travel agents looking to raise their coverage in the media. Farber recommended building solid relationships with journalists, begun through casual interactions and strengthened by submitting interesting, newsworthy items that they can use. "You need to get to know these people and they have to get to know you," Farber said. "As you build these relationships, they'll begin to believe in you and they'll come to you for stories and in a crisis."

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