Through a wide variety of PR initiatives, IDM aims to obtain positive media coverage in the most important print, online media and social network channels in order to raise the awareness and appeal of South Tyrol. In pursuing this goal, we organise individual research trips, group trips for the press, paid collaboration and PR events: these initiatives are integrated with press releases, online formats and personalised content. Our approach focusses on meeting the needs of journalists, bloggers, influencers and their relative media, to whom we send tailor-created content and programmes.