Hotel public relations efforts are focused on reaching consumers by means of editorial placements in the media. Hotel Press releases can be developed with story angles to capitalize on industry trends, special niche markets, seasonal queries and on the hot issues that travel writers are interested in at any given time.

But press releases are only the smallest part of an exciting communications program to the different audiences.

Most consumers report that a story in the press makes more of an impact on them than an ad does.

We continue to discuss print public relations for hotels, but here we discuss our dedicated hotel PR program for the Internet - our Internet Reputation Management Program

Hotel PR is sometimes called “free advertising” but anyone who works in PR knows it is not free.

Even though Hotel PR is a cost-effective method for promoting a resort, there is much persistence needed to obtain successful media placements, whether a property has a full time PR professional on staff, an outside firm or part-time assistance.

Even with the costs and efforts of hotel public relations editorial placement is an essential part of a hotel’s marketing plan and even the best advertising program is not as effective without it.

We need to create and present a web of experiences, of “touch-points” to bring all the sales strategy into focus.

Toe in the water – and most cost effective approach.

Many of our clients do not have a large PR budget but understand the importance of this marketing envelope, this web of experiences. With our industry contacts and media list, our Panetiere staff can write targeted press releases, distribute them and then follow-up with specific media representatives. We can also work towards setting up media visits to the property or destination and ensure that the experience is a great one by working with the on- property staff on the media visit details. Costs would run between $2,000 and $4,000 per month.

Internet PR

With "publishing" now a diverse world, we are paying more and more attention to review and blog sites on the internet.

How does this work?. We write entries for reviews, we write threads of information in forum sites that may impact directly or, more likely, tangentially our clients and their infrastructures, their lifestyles. For a resort that has fishing, you can find us making entries in fishing forums, in blogs and including fishing content in reviews that we place into review sites.

In all cases we write appropriately and with honesty, integrity. In fact, just last week we got a response from a Caribbean TripAdvisor forum asking for further information about one of our clients - in this case it was actually about fishing.

Now when we do this we are also SEARCH ENGINE OPTIMIZING our entries so that they will also impact the success of the client's website.

So, we are not only effective with PR on the Internet, but we push potential customers to your website. 2 for the cost of 1!

Cost for Internet marketing is between $750 and $2,000 per month.

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Whole foot in the water and a more costly but extremely effective approach.

If a hotel, ownership group, management company or destination requires heavy hitting public relations we recommend working with individual public relations professionals or public relations firms with lots of clout, staff, and a wide web of contacts and relationships.

We have worked with individuals and larger firms depending on the needs of our clients.

Panetiere can be the liaison with the firm for our client and monitor all activity and efforts to help insure wide coverage and good results.

Costs would run between $4,500 and $7,000 per month.