PR Basics: Creating Newsworthy Stories
By Jennifer Nagy President, jlnpr | June 17, 2012
Since hospitality businesses' financial success depends so strongly on consumer awareness, it is important that these businesses are using every marketing dollar as effectively as possible. One of the most effective (and inexpensive) ways to increase awareness of your property or hospitality business is public relations - and the most important aspect of good PR is good stories.
This article will give you seven strategies to ensure that the stories that you pitch are newsworthy, thereby increasing the ROI of your outreach. Each of these qualities is important, however, it should be noted that each quality does not have to be included in each pitch in order to make it effective and newsworthy.
The most important way to create a newsworthy story is to consider the audience of the media outlet that you're pitching. Often, internal PR and marketing departments can confuse what messages are exciting/important internally, versus what messages will be of interest to the reader of a newspaper or to the viewer of a news program. Is the publication's readership a trade audience? If so, create a story that would appeal to what other hoteliers would be interested in reading. Is the publication's readership mostly consumers? Are they business or leisure travelers? Again, make sure that you tailor your messages to suit the audience that will be reading the articles in the publication you're pitching.
Another key element in creating newsworthy stories is considering how timely your particular pitch is to what is currently happening – in the world as a whole, in the industry, in your destination, etc. Anything your hotel does that relates to the big news story of the day will become newsworthy by extension.