College - Author 1

College of Liberal Arts

Department - Author 1

Journalism Department

Degree Name - Author 1

BS in Journalism



Primary Advisor

Anthony Prado, College of Liberal Arts, Journalism Department


The following study and subsequent public relations campaign is intended to explore the difficulties, opportunities, caveats and all facets of transitioning a traditional travel media organization to new media. It unearths the pitfalls/barriers that naturally occur and aggregate over time when an organization or journalist (specifically “Journeys of Discovery with Tom Wilmer” in this scenario) has not adapted nor altered their practices for changing common practices in the media industries. In this campaign, journalist Thomas Wilmer is seeking to increase his podcast audience and digital presence.

The research conducted for this study is two-fold. Firstly, the research demonstrates best practices for modernizing media organizations, for establishing the brand and improving the product of similar organizations or freelancers, and, when possible, for producing a travel journalism podcast and its supplementary new media content. Secondly, research into this specific client and product is intended to pinpoint and define the problems that have arisen with the difficulty of transitioning or modernizing to new media. This research highlights which “problems” are most harmful to the client-defined success of the publication, determine opportunities for long-term, scalable improvement, and establish strategies and objectives to achieve the client’s goal of a modernized, more progressive product. The campaign includes a situation analysis, SWOT analysis, goals, objectives, target audience, media, strategies, tactics, evaluation, timeline, and budget that have been digitally implemented in 2020 and 2021.