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Building good relationships with journalists takes more than sending emails and press releases. Sometimes, the best way to get to know each other is to spend time together outside the office.

Press trips are a great way to build real relationships with the media. They give journalists the chance to experience a brand, ask questions in a relaxed setting and meet the people behind the business. For B2B companies, where topics can be complex and highly specialised, this can be especially valuable.

Over the years, I've been on many press trips with journalists, including those organised on behalf of Konica Minolta. More recently, while working at Balcia Insurance, I had the opportunity to take journalists covering the insurance industry on an unforgettable trip to Riga.

We explored the city, shared conversations and enjoyed an incredible tour that ended with a Balcia helicopter flight. It was a unique experience and a great reminder that strong media relationships are built through more than just work-related communication.

A press trip isn't simply about getting journalists to write about your company. It's about creating trust, sharing experiences and building relationships that can last well beyond a single article.

Sometimes, the best media relations happen when you step away from the desk.