New PR: Stories that Work (Tom McCallum interview, Part 2)
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Josiah’s note: In the second part of my conversation with Tom McCallum, we discuss what’s changed in PR and media relations.
PR is now a major element of your toolkit. This is true at all levels – even for a small bed & breakfast. Hotels don’t need to hire a PR agency, they can create their own blog. It’s next to free.
Don’t be boring
Reactive PR doesn’t work. Boring PR doesn’t work.
There is so much noise out there. Journalists must spend half their day throwing out boring pitches.
When girlfriend getaways were a big thing a few years ago, we did a “Guys Getaway.” It was nothing special until we included something unique: a sparring session with a Caribbean heavyweight boxing champion.
That cut through the noise. It made a full page article in USA Today. And as we all know, unpaid mentions carry so much more weight.
The importance of brand consistency
Effective story-based PR means that whatever you are offering should be consistent with your brand. The resort that did the Guys Getaway package was known for being irreverent and relaxed – so suggesting their guests spar with a boxer fit their persona. If I were a traditional grand, 5-star hotel there’s no way I would offer that package.
So try to develop a cool story a journalists can pick up through the noise. It should reflect the persona of the hotel and the unique value of the property to the customer.
You can’t hire a PR Agency to create the story
You need somebody on the property to come up with the stories. The PR agency will just guide you on how to pitch it. If you are going to use outside PR professionals, have them give you the mechanics of how to get the story out. But they can’t create the story, because they’re not imbued in the brand.
Be 100% sure that you can deliver
How many times have you read about some cool package, and thought there’s no way they can deliver that?
You have to be equipped to do deliver on your promises. I’m all about delivery and execution – I used to be a hotel GM.
Get somebody creative
This could be anyone. At one of the hotels I worked with, it was the head bartender. She was the one talking to everyone, and she was the one that came up with the stories.
Through a person she knew, the hotel was able to put together the package that received a full-page story in USA Today.
Thanks, Tom!
Learn more about Tom McCallum on his blog, or follow him @TomCayman
[Photo credit: Evil Erin]
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Wow! A sparring session with a Caribbean heavyweight boxing champion!
As you correctly mention, the key here is to be unique. Even in a previous blog post, you highlight the fact that customers want to know, Why You?
At the Mitaroy Goa Hotel, our unique aspects are our 1000 sq ft Heritage Suites (only 4 of them in total) as well as our location in Asia’s last surviving Latin Quarter. I make sure I highlight them in the title and then mention them further on in the text.
Im still working on a good PR story to promote though…
Cheers
Mihir
You got it!
Mihir
Why not focus on the latin angle more then ? Build a story around it.. luxury with heritage.. Portugal in India etc ? Just make sure you’re authentic.. but that’s the sort of way to get the thought process going
I totally agree Tom. Luxury with heritage is indeed a niche market that I aim to tap. Will keep you posted.
Cheers
M